Photo: The Viva Broadway initiative
The Broadway League has created Viva Broadway, a new audience development partnership with the Hispanic community, to help bridge the world of Broadway with Latino audiences around the country.
The long-term initiative aims to increase awareness about Broadway while culturally enriching lives, bringing families together, and building new careers in the theatre. A National Advisory Board of industry and cultural notables has been formed to help strategize and spread the word about all that Broadway has to offer this growing and vibrant community.
The most burgeoning growth demographic, Hispanics comprise 5.5 million of the population in the NY/NJ tri-state area and over 50 million in the U.S. and growing. However, this vibrant audience is not represented in a similar proportion in attendance on Broadway in NYC and across the country.
The goal is to draw from an untapped market while making Broadway more relevant to Hispanic families and their lifestyles. An objective is to work with and support Hispanic media outlets in their coverage of Broadway to increase awareness and awaken a desire to attend shows. The initiative will include education on all things Broadway such as how to buy Broadway tickets, how to find out what’s playing, who’s on stage, and more. For career development, Viva Broadway will create Broadway Speakers Bureaus and workshops in order to expand awareness of jobs in the theatre to high schools and colleges.
Upcoming goals include national test pilot programs in Los Angeles, Nashville, Miami, Dallas/Ft. Worth; Broadway Speakers Panel and education initiatives; media partnerships; sponsorship opportunities and corporate support; brand ambassadors; the launch of a Viva Broadway Week; plus more.
The Viva Broadway advisory board is made up of many influential latinos, including John Leguizamo (Writer/Actor), Jamie-Lynn Sigler (Actor), and Sergio Trujillo (Dancer and Choreographer).