Viva Broadway

Welcome to Broadway!
¡Bienvenido a Broadway!

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Viva Broadway

Viva Broadway is a national Broadway League audience development partnership with the Hispanic community that helps bridge the world of Broadway with Latino audiences around the country.

This long-term initiative aims to increase awareness about Broadway while culturally enriching lives, bringing families together around live theatre, and augmenting career opportunities for Latinos on Broadway in NYC and nationally.

Viva Broadway embraces media and education initiatives, concerts, events and promotions, career development programs, and more. It is integrated into all programs of The Broadway League.

Get Broadway show information in Spanish
Información sobre los espectáculos de Broadway en español

Viva Broadway is a program of The Broadway League.


Recent Events

The Broadway League celebrated Hispanic Heritage Month with a free outdoor celebration sponsored by Charter and the Hispanic Federation with the support of the Times Square Alliance and Clear Channel Outdoor on Tuesday, September 25, 2018 in Duffy Square. The free outdoor celebration was hosted by singer, actress and National Viva Broadway Ambassador Bianca Marroquin.

The program included performances from current and recent Broadway stars including Kathryn Allison, Ashley De la RosaEnrique Segura, Mariand Torres and Ana Villafañe known for her role as Gloria Estefan in On Your Feet! The Musical – The Story of Emilio & Gloria Estefan. In addition, Mandy Gonzalez performed her new single Amor Sin Fronteras, from the album and book, Fandango at the Wall.


Selected Past Events

Viva Broadway in Times Square

Viva Broadway kicks off Hispanic Heritage Month in Times Square
September 2017

The Broadway League kicked off Hispanic Heritage Month with a special free outdoor celebration. Lin-Manuel Miranda and John Leguizamo (Latin History for Morons) co-hosted the festivities. The program included special guest appearances and performances from current and past Broadway stars including Ana Villafañe and cast members from On Your Feet! The Story of Emilio & Gloria EstefanRodney Ingram (The Phantom of the Opera), Emma Pfaeffle (Charlie and the Chocolate Factoryand Mandy Gonzalez (Hamiltonpictured above in photo by Jeremy Daniel). 


Gloria Estefan

Gloria Estefan and Miami Sound Machine: A Benefit Concert for Viva Broadway
September 2015

Gloria Estefan & Miami Sound Machine (pictured at left, photo by Jeremy Daniel) returned to New York City to perform a special concert comprising their greatest hits including: “Get On Your Feet,” “Conga,” “Rhythm is Gonna Get You,” “Mi Tierra,” and more. The concert was directed by Sergio Trujillo.


West Side Story Screening with Rita Moreno
February 2014

As part of "Sunday Movies at the Palace with Lin-Manuel Miranda," Viva Broadway and the United Palace of Cultural Arts in Washington Heights hosted a conversation with Rita Moreno and a screening of West Side Story, the 1961 film based on the legendary Broadway musical of the same title.


The Growing Influence of Latinos Working on Broadway

Panel: The Growing Influence of Latinos Working on Broadway (pictured at right: the panelists)
August 2013

Viva Broadway, AARP and the New York Times presented a panel discussion that included playwright Quiara Alegría-Hudes, performer Gabriela Garcia, composer Lin-Manuel Miranda, performer Luis Salgado and choreographer Sergio Trujillo, moderated by the Times's Tanzina Vega.

View video highlights of this panel below.


In The Heights

In the Heights: In Concert (pictured at left: Lin-Manuel Miranda and the company)
February 2013

Viva Broadway joined with 5000 Broadway Productions and the United Palace of Cultural Arts to present a one-night-only concert in Washington Heights. Lin-Manuel Miranda and original cast members of In the Heights reunited to perform a concert version of the 2008 Tony Award®-winning Best Musical. The event raised $92,000 for the Northern Manhattan Arts Alliance and family theatregoing initiatives including the League's Family First Nights program.


Viva Broadway Fiesta
January 2013

Broadway fans and artists gathered at Copacabana in this free, pre-theatre party sponsored by Latin Trends magazine and Chivas Regal that helped kick off Broadway Week 2013.


Panel Highlights: The Growing Influence of Latinos Working on Broadway