Courier July Courier - Page 16

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 BUSINESS The Interview INDUSTRY INSIGHTS FROM NTA MEMBERS How to enhance the Broadway experience wholesale rates. We still have full tours going to see one show, which is phenom- enal, but with another group, we might send each member to a different show. Choice can really enhance the experience. BY BOB ROUSE 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. You bring Broadway to NTA members. How do you bring NTA members to Broadway? Hofmann: Good question! They come by plane, trai ѽ%ͻeЁѡЁ)٥Mɥͱѡ՝ɽѡٕ)ха䁝́Ѽѕȁ)ЁѡɅٕݥѠ ɽ݅)Qչͽ́͡ɔɽ)ЁѡЁѥȁȴ)хЁѡɔ́ѡѕȁѡ)ɥѡ́͡ͽQ)ձQ ɽ݅丁ȁѡЁɕͽݔ)ɽ٥́䁽չѥ̴́́)ͥȁɅѽ́Ѽ͕̰ܴ͡)ѡЁɥݥѠѡ́͡)ѡݡɥ ɽ݅ݥ)ɅѡѼɽ٥ѡЁɤ)ȁѡȁɅ̸ٕ)!ܰѡѽȁɅѽ́)ѡȁɽ́Ѽ ɽ݅)!=ȁݽɬݥѠɅѽ́)ѡȁɽ́́Ʌѥ)ٕȁѡ啅̸%Ё͕Ѽ)ѡɅѽ͔́͡)ѡЁٕ役ݽձЁ݅ЁѼ͕)ѡЁ͡ߊQɕɽɗP)ݽձ͕ѡѽȸQ䰁ѡ՝)ӊéɔЁɥѼѡ)٥Յ́ݥѡѡɽ]ԁٔ(ѽȰԁɽ䁡ٔ(ɕЁ́ЁݡЁѼ͕)]Ʌѽ́ɽ٥ѡЁ) !ѽѼѡQɅٕ፡х)Mи1ե́Ѽ́ͥȁѡəɵ̸())ձ)=ȁɽ́)ѥѕɹѥ)չȁɔQ)ѽȁ)ͥɔѼ͡ɔ)ɥQ ɽ݅) ɽ݅䰁I) 䁽ȁəɵ)Ё1 ѕˊQȁ)ٕͥ+Q ! ɽ݅%չ)QЁѡ́ɽ́ѡ)Ѽȁ̸͡)!MՑ́́ɔ) ɽ݅䁙̸ѡ͕ȁɭ)ɕ́хЁȁ̰)ݥѠ́]ɔչє)ѡЁЁɅٕ́Ѽ9)eɬ ݅ЁѼ͕ ɽ݅͡)ȁѡȰɕѕٔəɵ)]ݽɬݥѠͼ䁝ɽϊQͽ)ѥ́́ݡɔѡɽ)͕ѡѕȁȁѡȁɕչ)ѡ䁍Ʌѥȁɕє)一=䁙ٽɥєɽ)䁉ɱɥ́Ʌٕѽѡȸ=)ɽ́ѥѕɹѥ)չȁɔQ)ѽȁ́ͥɔѼ͡ɔɤ)Q ɽ݅䰁 ɽ݅䰁I )ȁəɵЁ1 ѕˊQȁ)ٕͥ%ӊéٔѡɔ)ѡ͔եєЃݡɔ)ɽ́䁅ѕ䁽͡)!5䁝ɽ́ѕɔ)ѡ$ѥ٥Յ)ɱȸ'e͕ٔɕͥ)յȁɅѽ́ѡЁɽ٥)͡܁ѡЁٕ役ݥ͕ѽѡ