“In the early 1880’s, Tony Pastor, a former ringmaster with the circus turned theatre manager, capitalized on middle class sensibilities and spending power when he began to feature “polite” variety programs in several of his New York theatres. Hoping to draw a potential audience from female and family-based shopping traffic uptown, Pastor barred the sale of liquor in his theaters, eliminated questionable material from his shows, and offered gifts of coal and hams to attendees. Pastor’s experiment proved successful and other managers soon followed suit.”
Gifts of coal? And ham?
Read more about the beginnings of Vaudeville from the University of Virginia, American Studies department, from which this is quoted.