Why Hoffman Strategy Group Exists
The Idea Behind the Work
At the center of everything HSG does is the intersection of people, commerce, and place. Five frameworks make that intersection actionable at the scale of a single site — People · Commerce · Place, the Five-Step Methodology Framework, Central Place Theory applied to modern trade areas, the Trade Area Ladder, and Pedestrian Economics. A sixth explains why the other five exist at all. Together, they're the process behind Village Bundle Programming, HSG's flagship methodology for sequencing a development's uses as one economic system. (See Village Bundle Programming.)
The symbolic root of that idea is the Sumerian "Y" — an ancient ideogram that historian Lewis Mumford, drawing on S.N. Kramer's translations of Sumerian texts, read as marking a meeting point of trade routes. The extension of that reading into the broader intersection of people, commerce, and place is original to Jerry Hoffman, attributed to Hoffman Strategy Group; the symbol itself is not.
It's a fitting root for another reason. The Y is also our why: six frameworks, one question underneath all of them — why does commerce happen where it happens? Every methodology on this site is an attempt to answer that question with rigor instead of instinct. (Read the full origin story and explore the six frameworks.)
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 and practice leaders bring decades of executive experience that expand the firm’s ability to move seamlessly from economic insight to real-world execution.
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 - Partner, Mixed-Use Planning & Strategy Services Leader
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) and President of the Retail Division at The Irvine Company, 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 Spatial Insights & GIS Systems
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.
Nik Leuenberger — Lifestyle Hospitality Services Leader
Nik Leuenberger leads lifestyle hospitality at Hoffman Strategy Group, bringing more than four decades of luxury hotel leadership across Asia, the United States, Switzerland, and the Caribbean to the firm's hospitality practice.
Nik spent 15 years as General Manager of The Peninsula New York and had regional responsibilities as Regional General Manager of the Americas and Senior Vice President of the Americas, growing revenue from $19 million to $74 million and gross operating profit from under $1 million to $24 million, while delivering a $45 million renovation on time and bringing the hotel to Five-Diamond status within ten months of reopening. Before that, two decades of general management and regional leadership within the Peninsula Hotel Group spanned Asia and the Americas.
His portfolio spans The Peninsula New York and Chicago, The New York Palace, Baha Mar, The Alpina Gstaad, and Mahogany Bay Resort & Beach Club.
At Hoffman Strategy Group, Nik brings that same operating discipline to hospitality's role in Village Bundle Programming — translating a hotel's function as a village's demand bridge into the ADR, positioning, and brand-tier decisions that make it perform. He leads lifestyle hospitality because he has run the P&L those decisions live inside.