Spending a few hours over coffee with Tarra Lois Riley is like meeting a long lost best friend, or being hit by a whirlwind, or immersed in static energy that makes your hair stand on end, but you like it. Yeah, it’s like that. This dynamo, aptly christened a Visionary at one point, is the creator and Artistic Director behind Broad Minds Productions, a small but passionate group of dedicated volunteers since 2002.
After graduating with her Masters in Theatre from U of C in 2000, and while doing her time working in downtown Calgary, she became aware of some amazing stats regarding theatregoers in Calgary: 80% of all theatre supporters were post-secondary educated women. Additionally, with such a strong background in theatre, Tarra was acutely aware of the fact that for every 10 people who audition for a role, only one will be male, yet there are generally only two women’s roles featured for every 12 roles for men. Additionally, production at all levels of theatre has been produced mainly using the works of male playwrights, often resulting in the mere whisper of the female voice. Armed with this knowledge, an amazing imagination and firm resolve, Broad Minds Productions was born.
Broad Minds operates under values which serve to govern their choice and motivation: Exploring issues facing women and society through the power of live performance, educational experience and community involvement; promoting positive images of women and empowering theatre arts professionals through performance, education, networking and outreach; cultivating talents of women actors, directors, designers, writers and others to provide a new and exciting dimension to the Calgary arts community; creating a supportive and nurturing community for women in Calgary; developing theatre and other art expressions in the community in order to be a meaningful part of our lives and choices. These values are near and dear to the heart of Ms. Riley herself, often mirroring her own governance.
We discussed at length the state of feminism in the province of Alberta and how that translates to a theatre company with a feminist slant. In particular, I was interested in the absence of the word “Feminist” itself.
“We were very cognizant of not using the ‘f’ word - feminism,” Tarra explained, “we are actually about celebrating the ‘feminine’. I fully believe that every person has within them both feminine and masculine energy. What we do at Broad Minds is celebrate the balance between the feminine and masculine. We seek inclusion - We are ‘A theatre company for women, and men who love women!’ We want to create a forum for discussion and an environment for learning which is creative, nurturing and supportive.”
Perhaps the most intriguing element aside from the actual productions themselves is their advertising, on two levels. The first, being that they are a volunteer company, is that they have little to no advertising budget. Therefore, their success is attributed almost entirely to word of mouth. Consistent direction and solid branding also provides a proven image that people connect with and have come to recognize.
But what they do have in the way of brochures outlining upcoming shows is nothing short of brilliant. “The marketing concept is entirely inspired by women’s magazines such as Cosmopolitan,” Tarra confides, “and the absolute ridiculousness of their headlines. The fact that our cover girls are women of all ages, shapes, sizes and colors, exposes the media’s very limited definition of what is feminine. Our models illustrate true beauty, not the slicked up and airbrushed perception of beauty we are force fed.”
Truly, every woman featured as a Broad Minds “cover girl” has a story of her own. There’s the completely stunning 80 year old woman in latex that has no teeth in real life, and the actress who cried at seeing herself look so beautiful dressed in only a hospital gown. Some of the headlines are laughable in their lunacy, but so very believable on the horizon after a quick scan of any Cosmopolitan magazine, “Can’t do a thing with that hair? LOSE IT!” alongside “85 easy tips to sex up your chemotherapy!”
“There is a prevalence in our society of being cut off from our histories, and having life pre-packaged as sex tips and fashion, as if that’s all that matters. Our human experiences are reduced to mockery,” Tarra says, “We want to expand upon those experiences and challenges and celebrations of the lives of these beautiful women and men.”
One of the things that have surprised and delighted Tarra in her three year tenure of directing the company is the dialogue that has been created amongst attendees after a show, of seeing unawareness and ignorance coming to light in the glow of a new understanding. And her favorite moment? “One night, we had four generations of one family in our audience,” she said, “That was amazing! I am continually astounded by the people who do attend our productions – our audiences are truly a mosaic!”
On the horizon, Tarra is hopeful that Broad Minds will soon achieve charitable status that will allow them to bring more acceptance and acknowledgement from future sponsors. With that acknowledgement comes further financial support, growth and success. For a company that is currently completely volunteer-based – from front to back of house, directors and actors alike – that acknowledgement will mean a lot in terms of just how far they can go. But as Tarra herself says, “I am constantly amazed with the level of quality people who get involved with Broad Minds. We are so blessed, and I’m looking forward to continually meeting new people who will bring their ideas, intelligence, and enthusiasm to the table!”
On that note, Broad Minds is always looking for volunteers. If you are interested in volunteering, please e-mail Tarra at artisticdirector@broadminds.ca.
In time for the 2005 season, the company found a permanent home in the Pumphouse Theatre – Joyce Doolittle (2140 Pumphouse Avenue). Their next production, and final one for the season, is the world premiere of Alberta playwright Lynn Calder’s “Eve”, a re-telling of the Creation story. It shows Tuesday, May 2nd to Saturday May 13th.
Eve is an imaginative musical retelling of the creation myth from the Bible, Torah and Quran, which has dominated western culture for Millennia. God wants to set the record straight and clear Eve’s name for the fall of mankind. Find out what really happened in the Garden of Eden and how Eve finds the key for getting humanity back to Paradise!
Broad Minds Productions presents
“Eve”
May 2nd - 13th
(403) 263-0079
www.broadminds.ca
Volunteers can E-mail Tara at:
artisticdirector@broadminds.ca
