Berto_Tony_201307_PhD .pdf - University of Guelph

100
changed considerably since this time, more contemporary studies still find the greatest
opposition to gay inclusion among the oldest age bracket (Angus-Reid). These statistics
indicate a pattern where acceptance of homosexuality is generally inversely correlated to
the age of the person surveyed. However, numerous studies have also shown that
homophobia is inversely related to both income and education, attributes in which the Arts
Club’s well-heeled core audience scores highly (Koon 1; Herek, Stigma 16-17). Yet, Cathie
White notes that while core audience attendance was not as expected, the show did bring in
a number of audience members that were not regular attendees (this was determined by new
entries into the theatre’s database). Cathie White believed that the audiences for His
Greatness were noticeably more composed of gay men than their usual audience (Cathie
White 28 June 2008). Of course, while summaries of ticket sales and demographics may
inform of general trends, this information cannot be used to make definitive claims about
how or why a show sells to a particular section of a market. Rather, these figures can only
illuminate potential factors in audience preference which, in concert with other aspects,
may have affected the show’s production.
Summary and Conclusion
The Vancouver Arts Club has established itself over its near half-century of
existence at the top of the BC non-profit theatre market. In this position it maintains a
certain set of expectations of professionalism and qualities in its productions that are
matched to its relatively expensive ticket price, and its air of leisure and refinement. These
ideals come together ultimately in creating a marketable, theatrical product, which is
intended to sell at predictable levels, in order to maintain the enterprise. These ideals have
been selected by a particular market demographic which wants the kind of theatrical