Director of Event Sales & Experiences in Draper, Utah at The Living Planet Aquarium
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Job Description
Position: Director of Event Sales & Experiences
Reports To: Senior Director of Operations
Compensation: DOE + commission structure
Position Summary:
The Director of Event Sales & Experiences is a strategic revenue and experience leader responsible for positioning Loveland Living Planet Aquarium (LLPA) as Utah's premier destination for private events, corporate gatherings, community celebrations, and public experiences. This role drives the development and execution of a comprehensive event strategy that increases earned revenue, expands market share, maximizes venue utilization, and enhances LLPA's brand visibility and community impact.
The Director oversees a multi-million-dollar events portfolio, including the MACU Event Center, pre-function areas, and event venues across the LLPA campus. They lead a high-performing sales and events team while fostering strong cross-departmental partnerships with Marketing, Education, Guest Services, Operations, Facilities, Security, Zoological Operations, and Executive Leadership. Through collaboration, innovation, and data-driven decision-making, this position transforms LLPA's Event Center into a sought-after destination and develops signature public events that inspire exploration, discovery, and connection to Earth's diverse ecosystems.
The Director serves as the primary liaison with LLPA's Food & Beverage partner and is accountable for achieving key performance indicators related to revenue growth, sales conversion, venue utilization, guest satisfaction, public event attendance, strategic partnerships, and overall event profitability.
About Loveland Living Planet Aquarium:
Loveland Living Planet Aquarium (LLPA) is a mission-driven institution dedicated to inspiring people to explore, discover, and learn about Earth’s diverse ecosystems. Founded in 1997, the Aquarium provides impactful educational experiences for guests of all ages and backgrounds.
Since opening its Draper, Utah facility in 2014, LLPA has welcomed more than 10 million visitors and delivered over 650,000 educational experiences to students. Home to over 4,000 animals representing 650 species, the Aquarium features immersive habitats from around the world, including coral reefs, kelp forests, the deep ocean, Antarctic waters, tropical rainforests, Asian cloud forests, and Utah’s freshwater ecosystems.
Accredited by the Association of Zoos and Aquariums (AZA) since 2019, LLPA is in an exciting phase of growth. With the opening of the Sam and Aline Skaggs Science Learning Center, the Aquarium became the largest in the Mountain West and the fifth largest aquarium in the continental United States, offering expanded opportunities for education, research, and professional impact.
Qualifications:
- Bachelor’s degree in business, Hospitality, Event Management, or related field (Master’s preferred).
- 8–10 years of progressive leadership experience in event sales, hospitality, or venue management.
- Proven track record of generating $3M+ in annual event revenue.
- Strong financial acumen and experience with pricing, forecasting, and contract negotiation.
- Deep understanding of event logistics, venue operations, and guest experience design.
- Exceptional communication, organizational, and client relationship skills.
Critical Skills/Competencies:
- Strategic Leadership & Business Development.
- Sales Leadership & Team Performance.
- Signature Events & Destination Development.
- Cross-Functional Leadership.
- Event Operations & Guest Experience.
- Performance Analytics & Reporting.
Essential Duties and Responsibilities:
Strategic Leadership & Business Development
• Develop and execute a multi-year event growth strategy that positions LLPA as a premier destination for corporate, social, educational, nonprofit, and community events.
• Establish annual and quarterly KPIs for revenue growth, venue utilization, client acquisition, repeat bookings, public event attendance, sponsorship revenue, and guest satisfaction.
• Lead pricing strategy, yield management, forecasting, and revenue optimization for all event revenue streams.
• Drive new business development through corporate outreach, tourism networks, destination marketing organizations, strategic partnerships, and community engagement.
• Identify and cultivate relationships with convention bureaus, chambers of commerce, hospitality partners, corporate stakeholders, and community organizations to expand LLPA's market presence.
Sales Leadership & Team Performance
• Lead, coach, and develop the Event Sales Team through regular pipeline reviews, performance management, professional development, and accountability measures.
• Establish clear sales goals, conversion targets, prospecting expectations, and revenue objectives for team members.
• Build and maintain relationships with key corporate, nonprofit, government, and repeat clients.
• Create a culture of accountability, innovation, excellence, and customer-centric service.
Signature Events & Destination Development
• Create, launch, and grow innovative public events, festivals, and immersive experiences that align with LLPA's mission and establish the Aquarium as a year-round destination attraction.
• Develop a portfolio of signature events that increase attendance, membership engagement, community visibility, and earned revenue.
• Evaluate industry trends, guest feedback, and market opportunities to continuously improve and expand event offerings.
• Collaborate with Education, Marketing, and Guest Service teams to create mission-driven events that inspire exploration, discovery, and learning.
Cross-Functional Leadership
• Serve as the organizational leader for event strategy and execution, aligning departmental resources and priorities to deliver exceptional guest experiences.
• Convene and lead regular cross-functional planning meetings with Marketing, Education, Guest Services, Operations, Facilities, Security, AV, and Food & Beverage partners.
• Foster collaboration and accountability across departments to ensure seamless event execution and operational readiness.
• Establish organization-wide event standards, service expectations, communication protocols, and performance metrics.
Event Operations & Guest Experience
• Oversee event operations and ensure flawless execution of all LLPA events from planning through post-event review.
• Maintain superior guest service standards and consistently high client satisfaction outcomes.
• Uphold LLPA's brand, safety, service, and budget standards across all event types.
• Lead post-event evaluations and continuous improvement initiatives to improve operational effectiveness and guest experiences.
Performance Analytics & Reporting
• Develop and maintain executive dashboards tracking revenue, profitability, venue utilization, lead generation, sales conversion, client retention, sponsorship growth, and guest satisfaction.
• Analyze event performance data and provide monthly and quarterly reports to senior leadership.
• Utilize market intelligence, guest feedback, and operational data to inform strategic decisions and identify growth opportunities.
Physical Demands of the Job:
- The employee must frequently lift and/or move up to 25 lbs. and occasionally lift and/or move up to 75 pounds, stand for long periods of time and drive aquarium vehicles
- Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus
- While performing the duties of this job, the employee is regularly required to talk or hear
- The employee is frequently required to use hands and fingers to handle, reach or feel and manipulate objects or controls
While this job description attempts to describe the essential functions of the position, it does not prescribe or restrict the tasks that may be assigned. It does not restrict management’s right to assign or reassign duties or responsibilities to this job at any time. The overall work environment while doing this job includes exposure to weather conditions and the noise level is usually moderate. The employee is expected to adhere to all policies and to act as a role model in adherence to the policies.
The Living Planet Aquarium is proud to be an equal opportunity employer committed to creating an inclusive environment for all. We do not discriminate based on age, race, color, ethnicity, national origin, ancestry, creed, religion, gender, gender identity or expression, sexual orientation, citizenship, physical or mental disability, medical condition, genetic information, marital status, veteran status, or military status. The Living Planet Aquarium is committed to ensuring individuals with disabilities are provided with reasonable accommodation to participate in the job application and interview process. Should you require accommodations, please contact accommodation@livingplanetaquarium.org.