• by P.J. Bednarski  @pjbtweet, November 2, 2020

Pop star The Weeknd

Live concert venues that canceled performances during the pandemic have a large audience waiting for the gates to open again, according to a new survey. And surprisingly, whether those events are outdoors or indoors doesn’t seem to matter much to many folks.

Though there have been few concerts since the pandemic began, most efforts seem to be centered on outdoor spaces, where contagion is least likely.

Among baby boomers -- at an age that makes them among most at-serious-risk from contracting COVID-19 -- the survey says 42% are willing to go to concerts in any type of environment, indoors or outdoors, big space or intimate space.  That’s relatively on par with millennials (44%) and GenXers (48%) and ahead of the GenZ generation (37%).  Among members of the “silent generation” most at risk from the virus, that willingness drops to 27%.

The survey of 5,800 Americans  was conducted by performance marketing company Fluent, during the week of Oct. 12 for FestivalPass, a live event subscription service. FestivalPass, which offers optimal dynamic pricing that can provide deep discounts, went into business at just about the same time the virus crippled businesses, services and entertainment venues worldwide earlier this year.

The GenX generation is the most eager for music festivals (or concerts) to resume (52%), followed by boomers (51%), millennials (48%) and GenZ fans (42%).

Ed Vincent, FestivalPass founder and CEO, says GenZ responses may show lower levels of enthusiasm because it’s a younger age range that has not been exposed much to concerts and music festivals yet, and consequently doesn’t miss them as much as other age demos.

“Gen Z happens to be a mobile phone-driven generation,” he says. “I have a 15-year-old daughter and she loves going to live events, but she spends 50% of her day on her phone.”

And their musical taste differs, too. Among GenZers, 64% can’t wait to see live hip-hop again. That shrinks to 53% for millennials,35% for GenXers and 18% for baby boomers. Overall, all age groups are hankering for more country (30%) but just 15% for rock and 9% for pop music.

Vincent says the survey’s results don’t surprise him much -- except, perhaps, the popularity of hip-hop compared to other music genres -- but that the data is reassuring.

“It gives us the confidence there’s a large audience excited to go back.  When you see a high level consumer [demand] you can see the light at the end of the tunnel. ... There’s Zoom fatigue and after being in 72 Zoom meetings all day long, people don’t have much interest in seeing a virtual concert at night.”

Vincent thinks there will have to be some major adjustments ahead. When venues do open, they will likely impose social distancing, which means concert spaces may let in only half as many fans as before, possibly at twice the price. “When you have a higher ticket price, then you’re going after a different audience,” he says. “It will be only those people: the 20%-30% who can afford it. It will be something to watch.”