Beyond the Lookout

By Autumn Beeston

The monetization of queerness and cover charges

Pride flags are now a staple of corporate logos, and "LGBTQ+ friendly" has become a desirable marketing demographic. But beneath the veneer of acceptance lies a new economic reality for queer spaces: The monetization of identity.

Queerness has always been about community and culture. Inclusive culture used to be about safety. Now, it comes with a price tag. 

In Ottawa many of the events advertised as queer run/queer spaces have a paid entry. 

This can cause a lot of would-be customers to stay inside which can result in queerness being associated with loneliness for some.

A famous example of queerness bringing people together, forming a historic community like Stonewall. These third spaces where all are welcome are crucial for so many. 

However many events have a cover charge which impedes on the ability and accessibility of the event. 

The economics of modern nightlife have created a paradox. There is an uncomfortable question looming over the modern queer bar: Is a space truly “safe” if you have to pay to get in? Historically, the safety of a gay bar came from the collective understanding of the people inside to protect one another from the dangers outside.

The concept of paying a cover fee when entering an establishment isn’t totally unheard of, although it is a barrier that is actively preventing the community to thrive like it can.

“Corporations didn’t create queer culture, they just figured out how to put a price tag on the packaging.” said some who wished to remain anonymous.

Corporate interest in LGBTQ+ spaces rarely stems from a sense of altruism, it stems from data. 

Advertisers and brands have realized that the “queer consumer” and “ally consumer” has significant disposable income and brand loyalty. Consequently, nightlife has shifted from being a community service run by volunteers or small business owners to a marketing channel.

“A community is not a target audience.” added the anonymous source.

When a community is gated by income, we lose the intermingling of economic classes that used to define the neighbourhood. We lose the kid who just came out and needs a place to go, simply because they can’t afford the toll.