SHUBERT SPOTLIGHT – BOB HOFMANN

Bob Hofmann started working on Broadway in 1991, when he was hired by Cameron Mackintosh to work in sales at Theatre Direct International (TDI), charged with finding ways to strengthen the connection between Broadway and the travel industry by creating marketing and sales partnerships. TDI eventually became Broadway.com. Bob left his position there as VP to join industry colleagues Charlie Flateman and Bruce Amick in creating Broadway Inbound, designed to continue the work started at TDI, but in closer alignment with the theatre owners. The Shubert Organization acquired Broadway Inbound a few years later.

• What’s your proudest moment at the company?
There are many, but our live promotions at National Tour Association and U.S. Travel’s IPW are among my proudest moments. Working with NYC Tourism and leveraging Broadway as the calling card for the city through live performance in front of buyers and travel press globally… those events, and all the people we worked with along the way, stay with me.

• What’s one thing you’ll miss most about working here?
The people. No question. I’ve always admired the role Shubert plays in the larger industry. The Foundation and its commitment to sustaining the arts nationally have always been an inspiration, and being a small part of that vision makes me proud. I’ll miss my colleagues, and I’ll miss knowing I’m contributing to that mission. It’s the people that make the mission work.

• What were your biggest accomplishments or successes?
The global marketing and sales network we’ve created in partnership with travel companies around the world. I set out to build partnerships that leverage the global reach of travel companies to benefit Broadway shows. I look at where we are 35 years later, and I’m pleased. There’s more to do, but we’ve come a long way, and I’m confident that Allison, Jered, Fatima, and the team at Broadway Inbound will continue the pursuit.

• How has your role—or the industry—changed since you first began?
How many people have heard of Telex? That was the communications technology we started out with when I began this campaign. We moved from there through fax, email, APIs, and now everything is AI. As communication technologies evolve, we evolve right alongside them. Keeping up and finding new ways to partner is the ongoing challenge.

• What are you looking forward to in retirement?
I’m looking forward to spending time with my wife. I’ve traveled a lot for my job, but now I’m looking forward to traveling more for pleasure. I have a few projects and goals to achieve, but I’m also looking forward to a new life balance.

• How would you like to be remembered here?
For the goals I’ve accomplished, for sure, but also, I hope, for being a good, positive, encouraging energy. And I hope the music inside of me that often escapes as I walk through the office humming will linger for a while.
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 I thank you all for being a significant part of this chapter of my life. Be Brilliant! Always.

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