The Broadway League Launces Viva Broadway lvivelo! Live It!

New York, NY — 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.

“Broadway is a live art form that is about creating emotions and developing a connection with audiences across the world, and this connection is enhanced when families come to Broadway together,” says Charlotte St. Martin,  “Our mission of attracting more people to Broadway is particularly applicable to a community whose culture appreciates and values family activities shared by multiple generations together.”

Carlos Manzano, executive director of New York City’s Latin Media and Entertainment Commission states, “Our mission is to make New York City the capital of Latin media and entertainment. And this great Commission is proud to endorse the Broadway League’s Viva Broadway initiative to bring the world of Broadway to the Latin 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.

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.


•Jack Rico, Editor-in-Chief (Chairman) •Luis Alvarez, Founder of The Wonderland Group
•Lucie Arnaz, Actor/Board Member of American Theatre Wing •Rosie Berrido, Actor – Repertorio Español / Audiobooks narrator (US Library of Congress) 
•Carolina Casares, Editor-in-chief, Yahoo! Hispanic Americas •Felix Cisneros, Media & Content Technology Executive •Raúl Esparza, Actor •C. Raúl Espinoza, Theatrical Marketing Consultant •Gabriela Garcia, Co-Director, R.Evolución Latina •Marcela Gómez, Founder and President, Hispanic Marketing Group, Nashville •Maria Cristina Gonzalez Noguera, Vice President of Public Affairs, Global Communications at The Estée Lauder Companies Inc. •Linda Guerrero, 42 West, Managing Director, Targeted Marketing Group •Jackie Hernández, Chief Operating Officer of Telemundo • Leon Ichaso, Movie Director and Writer •Mari Rodriguez Ichaso, Corporate Editor at Televisa Publishing •John Leguizamo, Writer/Actor •Monique Manso, Publisher, People en Español •Bianca Marroquin, Actor •Luis Miranda, Political Consultant •Lou Moreno, Artistic Director INTAR Theatre •Noelia Rodriguez, Communications •Karin Olivo, Actor •Chita Rivera, Actor •Luis Salgado, Director and Founder, R.Evolución Latina 
 •Carlos Sanchez, President & General Manager Telemundo NY •Gustavo Santaolalla, Musician/ Composer •Jamie-Lynn Sigler, Actor •Sergio Trujillo, Dancer and Choreographer •Yul Vasquez, Actor and Artistic Director for the Labyrinth Theater Company •Carmen Wong Ulrich, President and Co-Founder, ALTA Wealth Management •Gabriela Zabalúa, Vice President and Editor-in-Chief of AARP VIVA Multimedia Properties •Marco Zunino, Actor. 

Go to the’s Spanish section for show information in Spanish

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