The Director of Event Sales and Service is a hands-on sales and operational leader responsible for generating profitable private-event revenue and delivering exceptional service across the full event lifecycle. The Director develops and executes the sales strategy; builds and converts a healthy pipeline; leads pricing, proposals and contract negotiations; and ensures contracted events are planned and executed seamlessly. The role also recruits, coaches and holds accountable the event sales and service team, using performance data, client feedback and data (current and historical) to improve results. Collaboration is key in our lean organization, so this role should be an advocate for their team but respectful of the time, resources and expertise of cross-departmental teammates.
Role, Responsibilities, and Key Performance Areas: - Event Sales and Revenue Leadership:
- Own and execute the annual event sales plan, translating approved revenue budgets into quarterly targets, segment strategies, team goals and measurable sales activity.
- Proactively generate new business through targeted outreach, sales calls, presentations, venue tours, networking, hosted showcases, industry events and strategic corporate partnerships.
- Identify and prioritize target markets, including corporate, association, nonprofit, social, sports, convention and destination clients, based on revenue potential and venue fit.
- Lead by example as an active seller, developing high-value opportunities and supporting the team in converting complex or strategically important business.
- Negotiate contracts, pricing and terms that protect the Hall's interests, support profitability and comply with established policies and approval requirements.
- Maintain disciplined use of the CRM, including timely lead response, accurate opportunity stages, documented next steps, complete account records and reliable revenue forecasts.
- Monitor market trends, client needs, competitive venues and booking patterns to identify new opportunities and recommend adjustments to positioning, packages and pricing.
- Event Service and Execution:
- Own the client experience from signed contract through post-event follow-up, ensuring a seamless transition from sales to service with no loss of information or momentum.
- Establish and enforce service standards for planning meetings, event documentation, timelines, production requirements, vendor coordination, client communication, and event-day readiness.
- Partner closely and respectfully with Omni staff, FELT, security, facilities, audiovisual/IT and external vendors to align coordination, communication and event-day readiness. Over-communication and a collaborative approach (beginning with event negotiation through event conclusion and follow-up) is critical to our success.
- Provide visible leadership for high-profile and complex events, anticipate operational challenges and resolve issues quickly, professionally and in the best interest of the client and the Hall.
- Ensure events comply with contractual obligations, safety requirements, applicable regulations and company policies while appropriately evaluating risk and liability.
- Solicit and review client feedback, lead post-event debriefs when appropriate, resolve concerns and convert successful events into repeat business, referrals and testimonials.
- Team Leadership and Performance Management:
- Recruit, onboard, train, coach and retain high-performing event sales and service professionals in partnership with the VP of People and Culture and the VP of Marketing, Communication and Sales.
- Build a positive, accountable culture that balances sales urgency with service excellence, collaboration, professionalism, and ownership.
- Set clear individual goals and service expectations; conduct regular one-on-ones, pipeline reviews and event-readiness meetings; and address performance gaps promptly.
- Create effective team coverage and workload plans for inquiries, sales activity, planning assignments and event execution, including nights, weekends and holidays as required.
- Delegate effectively while remaining accountable for department performance, client outcomes, and the quality of all team deliverables.
- Financial, Forecasting and Business Management:
- Track revenue pace and performance against quarterly and annual budgets; provide timely updated forecasts (at least monthly), risk assessments and recovery plans when results are off pace.
- Analyze pipeline coverage, conversion, average event value, revenue mix, booking windows, lost business and client trends to guide decisions and improve productivity. Utilize TripleSeat for leads closure reports and forecasting.
- Manage event-related expenses and collaborate with internal partners to protect margins, control costs and deliver financially sound programs.
- Prepare and present concise performance updates, business plans and well-founded recommendations to senior leadership.
- Participate in cross-departmental planning to identify revenue opportunities, optimize the calendar and align event activity with broader organizational priorities.
- Market Presence and Brand Stewardship:
- Represent the Hall as a polished brand ambassador with clients, event professionals, community partners, industry organizations and key stakeholders.
- Attend relevant networking events, trade shows, and conferences to build relationships and position the Hall as a premier unique-event venue.
- Collaborate with Marketing to develop sales tools, promotional campaigns, digital content and showcase events that generate qualified leads.
- Other duties as assigned.
Knowledge, Skills, Attributes and Abilities:- Demonstrated ability to sell private events and lead event service in a venue, hospitality, museum/attraction, convention, sports, catering or comparable environment
- Strong financial acumen, including budgeting, forecasting, pricing, revenue analysis, expense management and deal structuring
- Excellent prospecting, presentation, negotiation, relationship management and closing skills
- Exceptional written and verbal communication, public speaking and executive-level presentation skills
- Ability to lead multiple priorities and complex events in a fast-paced, deadline-driven environment while maintaining attention to detail
- Sound judgment in evaluating event feasibility, operational requirements, contractual exposure, safety considerations, and potential risk or liability
- Proficiency with Microsoft Word, Excel, Outlook, and PowerPoint; experience with CRM and event-management systems required; TripleSeat experience preferred
- Strong delegation, decision-making, problem solving and cross-functional collaboration skills
- Flexibility to work non-traditional hours, including nights, weekend, and holidays
Education & Experience:- Bachelor's degree in business, hospitality, event management, marketing, sales or a related field required
- Minimum of 5 years of progressively responsible management experience in private-event sales, event service, hospitality, catering, venue sales, sports marketing or a similar function
- Proven record of leading sales and service teams and meeting or exceeding revenue budgets
- Experience hiring, onboarding, coaching and managing performance in a sales or event-service environment
- Certified Meeting Professional (CMP) designation is preferred but not required
