BUSINESS
The Interview
How to enhance the Broadway experience
BY BOB ROUSE
You bring Broadway to NTA members . How do you bring NTA members to Broadway ? Hofmann : Good question ! They come by plane , train and automobile . ( Isn ’ t that a movie ?) Seriously though , from the very start , my goal has been to better connect the travel industry with Broadway . The luncheon sponsorships are a strong component of that connection for certain , but there is nothing better than experiencing the shows in person — in full — on Broadway . For that reason , we provide as many opportunities as possible for operators to see shows , knowing that familiarity with the shows and the whole experience of Broadway will
INDUSTRY INSIGHTS FROM NTA MEMBERS
Since 2003 , Broadway Inbound has worked with NTA tour operators to seat theater fans at shows in New York City , Washington , D . C ., and other cities . For the last two years , the company has enthralled the Travel Exchange luncheon crowd with a song-and-dance revue of current shows — performed by cast members straight outta Broadway . Bob Hofmann , vice president of Broadway Inbound , answered Courier ’ s questions about how today ’ s travelers get connected to the theater .
encourage them to provide that experience for their travelers .
How , then , do tour operators connect their groups to Broadway ? Hofmann : Our work with operators and their groups has changed dramatically over the years . It used to be all about helping the operators choose one show that everyone would most want to see . And that show — featured in a brochure — would help sell the tour . Today , though , it ’ s more about offering choice to the individuals within the group . When you have 50 people on a tour , you probably have 50 different opinions about what to see . We help operators provide that choice at wholesale rates . We still have full tours going to see one show , which is phenomenal , but with another group , we might send each member to a different show . Choice can really enhance the experience .
Our groups can be domestic , international , young or mature . The common denominator is a desire to share in an experience — Broadway , off Broadway , Radio City or a performance at Lincoln Center — for a very special occasion .
— Bob Hofmann , Broadway Inbound
Tell me about the types of groups that come to your shows . Hofmann : Students of all ages are big Broadway fans . And the senior market remains important for us , especially with choices added in . We are fortunate in that most travelers coming to New York City want to see a Broadway show or another , related , live performance . We work with so many groups — social outings of all kinds where the group has chosen theater for their family reunion , birthday celebration , or bachelorette party . ( One of my favorite group types may be girlfriends traveling together .) Our groups can be domestic , international , young or mature . The common denominator is a desire to share in an experience — Broadway , off Broadway , Radio City or a performance at Lincoln Center — for a very special occasion . It ’ s live , and there is nothing else quite like it … anywhere .
Bob Hoffman took to the Travel Exchange stage in St . Louis to explain his passion for the performing arts .
Do groups typically attend only one show ? Hofmann : Many groups attend more than one , and I mentioned individual choice earlier . I ’ ve seen an increasing number of operators that provide one show that everyone will see together
14 July 2017