‘Tis now the very witching time of night,
When churchyards yawn and hell itself breathes out
Contagion to this world.
― William Shakespeare
Hamlet's words have never rung truer than they do this Halloween. As cases soar across the UK and parliamentary appetite for increasing restrictions seems low, there is plenty to be scared of as the nights draw in. But it's not all doom and gloom...The crisis has facilitated perhaps the greatest ever concerted effort to understand, in unprecedented detail, what audiences really need in order to feel safe, secure and satisfied with their arts engagement. The Audience Agency is eager to help organisations to capitalise on that momentum, to evaluate the impact of the efforts we've all been making these past 18 months, and to use what we've learned to improve experiences for all audiences moving forwards.