Why Hoffman Strategy Group Exists
Everything begins with economics.
Hoffman Strategy Group was founded to apply economics as a decision framework for real estate development. Our work is data-driven, but we are not data providers. We translate economic insight into strategies that guide approvals, align capital, attract tenants, and deliver long-term performance.
Before founding Hoffman Strategy Group in 2012, Jerry Hoffman spent nearly two decades building and applying economic models as decision-making frameworks across energy, healthcare, micro-enterprise finance, Main Street and community development, and public-sector systems. Over time, real estate emerged as the arena where economics most directly translates into places, investment outcomes, and community impact.
After more than 35 years in the industry, Jerry learned something simple that still drives the firm today: real estate — and the communities it shapes — succeed when market economics, people, and place align..
That insight has guided more than $10 billion in real estate development nationwide — from urban downtowns and mixed-use districts to suburban lifestyle projects, university-anchored neighborhoods, and master-planned communities. Hoffman Strategy Group’s role is to help landowners, developers, investors, and public agencies make sense of the market — and then turn that insight into direction they can act on with confidence.
Not every project moves forward — and that discipline is part of the success story. In cases where clients chose not to proceed, our economic framework helped protect capital, reduce risk, and refocus effort on stronger opportunities.
At the heart of our work is a simple and ancient idea: the intersection of people, commerce, and place. Inspired by the Sumerian “Y,” one of the earliest symbols of trade and exchange, this intersection is where economies form, communities grow, and enduring places take shape.
Everything we do begins with economics — because economics creates clarity, and clarity leads to long-lasting returns and market value.
Jerry Hoffman, Founder
Meet The Team
Hoffman Strategy Group is intentionally built around senior-level expertise. Alongside Jerry Hoffman, our partners bring decades of executive experience that expand the firm’s ability to move seamlessly from economic insight to real-world execution.
Dan Sheridan - Partner, Mixed-Use Planning & Strategy Services Leader
Jeff Green - Partner, Retail Services Leader
Jeff Green leads retail services at Hoffman Strategy Group, bringing decades of national leadership at the intersection of retail economics, consumer behavior, and location strategy.
Jeff’s perspective is grounded in a deep legacy of retail analytics. His father, Howard L. Green, pioneered statistical models for forecasting retail store sales as early as the 1960s—work that shaped how retail performance was evaluated for decades. Jeff built on that foundation by challenging conventional assumptions about where and how people live, shop, work, and gather.
Over his career, Jeff has partnered with shopping center developers, owners, and investors on acquisition due diligence, tenant mix strategy, sales forecasting, and market positioning. His work has informed decisions for leading retail brands including American Eagle, Ann Taylor, Francesca’s, Gap, Johnny Was, L.L.Bean, Pottery Barn, Rejuvenation, Sundance, and Williams-Sonoma, among others.
At Hoffman Strategy Group, Jeff applies economic insight to the realities of retail execution—helping projects align tenant strategy with real demand, real trade areas, and real performance expectations. He leads retail services because he understands, at a granular level, how consumer behavior and economics translate into stores that succeed and places that thrive.
Dan Sheridan leads mixed-use planning and strategy at Hoffman Strategy Group, bringing C-suite and board-level experience across some of the most complex retail and lifestyle real estate projects in the country.
Dan is nationally recognized for his leadership in the retail and mixed-use real estate industry, having managed and contributed to the development of more than 50 million square feet of premier properties. His executive experience includes senior roles at General Growth Properties (now Brookfield), Irvine Company, and General Growth’s Retail Division, where he oversaw asset management, leasing strategy, and long-term value creation.
His portfolio includes landmark destinations such as Ala Moana Center in Honolulu, Fashion Show and Grand Canal Shoppes in Las Vegas, Fashion Island in Newport Beach, Irvine Spectrum Center, and The Market Place in Tustin.
At Hoffman Strategy Group, Dan serves as the strategic bridge between economics and the built environment. He translates economic insight into real-world planning, phasing, and positioning strategies—ensuring that mixed-use projects work not just on paper, but operationally, financially, and experientially over time.
Angela Murphy - Leader of GIS-Analysis, Mapping, & Data Sciences
Angela Murphy leads GIS analysis, mapping, and data sciences at Hoffman Strategy Group, ensuring that the firm’s economic framework is spatially precise and grounded in real geographies, real trade areas, and real consumer behavior.
Angela began her career working with Jeff Green at The Green Group, where she applied GIS analytics and mapping to white-space analysis, A-store site selection, and expansion strategy for grocery stores and national retail chains. She later followed Jeff through the sale of The Green Group to Market Insight and again when he founded Jeff Green Partners.
Angela has worked alongside Jeff and Jerry since 2013, playing a central role in advancing Hoffman Strategy Group’s economic modeling, mapping, and analytics capabilities. Her more than 20 years of GIS experience brings depth, rigor, and clarity to projects involving retail, restaurants, single-family and multifamily housing, hospitality, and mixed-use development.
Hundreds of retail stores, restaurants, and countless multifamily units are in the right locations because of Angela’s work. Just as importantly, many locations were intentionally avoided—protecting capital and performance. That level of analytical rigor is what makes her work indispensable to clients and to the firm’s decision-making framework.