Event Sales & Business Development

• Lead the event sales strategy with a clear focus on new business development, pipeline growth and revenue performance.
• Build and maintain a strong outbound prospecting program targeting corporate clients, event planners, agencies, hospitality partners and other qualified prospects.
• Develop relationships with new accounts while nurturing past guests, referrals and repeat business opportunities.
• Maintain a consistent prospecting cadence across target accounts, warm leads, dormant opportunities and referral networks.
• Identify opportunities to increase event value through packages, premium experiences, food and beverage enhancements and additional services.
• Lead pricing discussions, negotiations and contract review for key opportunities.
• Build long-term relationships that generate repeat bookings and referrals.
• Represent the venue professionally in networking, partnership and business development opportunities.

Lead Conversion & Sales Process

• Own the guest sales journey from initial inquiry through proposal, contract, deposit and operational handoff.
• Ensure incoming inquiries are captured, qualified and followed up with promptly.
• Establish clear standards for response times, proposals, follow-up and lead progression.
• Maintain organized sales stages and ensure every qualified opportunity has a clear next action.
• Regularly review the active pipeline to identify opportunities, risks and potential lost business.
• Develop templates and sales processes that create a polished and consistent guest experience.
• Ensure proposals and sales communication clearly communicate the value and possibilities of the venue.
• Maintain disciplined CRM practices and accurate sales records throughout the sales cycle.

Revenue, Forecasting & Profitability

• Own event sales reporting and provide clear visibility into confirmed business, tentative pipeline, conversion and forecasted revenue.
• Track key performance measures including inquiries, bookings, conversion, lead sources, lost business and repeat clients.
• Monitor event profitability and identify opportunities to strengthen pricing and margins.
• Analyze sales patterns and recommend improvements to packages, pricing and sales processes.
• Maintain accurate forecasts and identify potential revenue risks early.
• Partner with Operations and Finance where required to ensure event revenue and associated costs are accurately captured.
• Use data and guest feedback to identify opportunities for future business growth.

Events Team Leadership

• Lead and develop the Events team with clear expectations around sales activity, guest communication, organization and follow-through.
• Establish weekly priorities, responsibilities and accountability across the department.
• Coach team members on sales confidence, urgency, hospitality and conversion.
• Ensure proposals, event details, sales materials and internal documentation remain current and accurate.
• Maintain strong standards around site tours, guest follow-up and internal event handoffs.
• Participate in high-value site tours, client meetings and significant events when leadership presence adds value.
• Foster a collaborative environment where sales and operational teams work together effectively.

Guest Experience & Event Handoff

• Create a polished and responsive guest experience throughout the sales and negotiation process.
• Ensure confirmed events are transitioned smoothly to the appropriate event and operations teams.
• Communicate event details, financial terms, guest expectations and timelines clearly.
• Maintain visibility into significant events to ensure commitments made during the sales process can be delivered successfully.
• Work collaboratively with Operations and hospitality partners to resolve issues and strengthen future execution.
• Review guest feedback and event outcomes to identify opportunities for repeat business.
• Protect the relationship beyond the event by maintaining thoughtful post-event follow-up.

Marketing & Sales Positioning

• Partner with Marketing to ensure event sales materials are current, compelling and commercially effective.
• Provide input into event website content, presentations, photography, listings and promotional campaigns.
• Ensure packages, pricing and venue capabilities are communicated accurately across sales channels.
• Identify gaps in sales collateral or messaging that may be limiting conversion.
• Share sales insights that help Marketing understand what guests are looking for and what drives purchase decisions.
• Support the development of campaigns that generate qualified event leads.
• Maintain a strong library of sales tools, photography and guest-facing materials.

Partnerships & Referral Networks

• Develop relationships with event planners, agencies, hotels, hospitality partners, corporate contacts and other referral sources.
• Build a network of partners capable of generating qualified event opportunities.
• Maintain productive relationships with external vendors and event service providers.
• Support the coordination of third-party services when required.
• Ensure external relationships reflect the quality and hospitality standards of the brand.
• Identify new partnerships and channels that can generate incremental business.
• Represent the organization confidently in external sales conversations and industry networking.

Cross-Functional Collaboration

• Work closely with Operations, Marketing, hospitality teams, restaurant partners and external service providers.
• Ensure events are sold with a clear understanding of operational realities and guest expectations.
• Participate in sales, event and operational planning meetings as required.
• Communicate upcoming opportunities, significant bookings and potential risks clearly to internal stakeholders.
• Bring forward recommendations around pricing, packages, process and guest experience based on sales activity and market feedback.
• Help create a strong connection between what is promised during the sales process and what guests ultimately experience.