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By Maria Lironi
Guerreiro. Photo: UVic Photo Services A typical day in the life of Phoenix Theatre’s Audience Services Manager Sandra Guerreiro isn’t—typical that is.
Everything is in flux: from her constantly changing staff comprised of work study students, to the content of the plays and the expectations and needs of the audience. But she juggles it with style, grace and passion.
The content of her days varies from show to show, and her hours are long. Along with running the box office, Guerreiro’s job is to deal with any crises during performances and ensure that the audience members enjoy themselves. Plus, she teaches classes in “audience services,” which includes customer service, house management, special events and marketing.
“Other theatre professionals—those outside the university—get jaded,” says Guerreiro. “But I’m always surrounded by people who are excited about the arts. I’m still passionate about theatre, and I pass that on to the students. I also like the fact that the job is never the same from day to day. I love the excitement of it. I get such a rush when a show is sold out.”
Sold-out performances are nothing new at the Phoenix, and Guerreiro has come up with a unique way of dealing with them.
“I developed a ‘stand-by’ list for patrons,” says Guerreiro. “I travel a lot and got the idea from flying. I have people pay for their tickets ahead of time and then at 8 p.m., if there’s space, I let them in. It’s very exciting. Of course then you hope the real people don’t show up but that’s never been a problem.”
Guerreiro was a UVic student in 1986 when she started working at the Phoenix. A short-term contract turned into something more and brought with it a few surprises, like her marriage to coworker Charles Procure in 1989.
The mother of three boys—ages 8, 10 and 14—she often works six days a week, where she is at the theatre from 9 a.m. to 3 p.m. and back at work from 6:30 to 11:30 p.m. Add to that the fact that her husband works long hours at the theatre too and you have a life that even she describes as “frazzled.”
It’s a busy life working at the Phoenix but one that Guerreiro continues to find rewarding.
“There are special moments in my job that have to do with the relationship I have with my students and what I get from the heart from my graduates. I am making a difference and I work with some fabulous people—that’s what keeps me here.”
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