Posted: Feb 21, 2024
VIRGINIA ARTS FESTIVAL JOB DESCRIPTION
TITLE: Group Sales Manager
DEPARTMENT: Marketing Department
REPORTS TO: Director of Marketing & Communications
SUMMARY
The Group Sales Manager is responsible for the group sales, tourism, and individual travel programs for the Virginia Arts Festival. These programs are key to the Festival’s mission of attracting out-of-market audiences to events, and to increased ticket sales and development of Festival tourism partnerships. The Tourism & Group Sales Director reports directly to the Director of Marketing &Communications.
RESPONSIBILITIES:
- Responsible for group and out-of-market ticket sales for Virginia Arts Festival which should result in increased ticket sales each year.
- Maintain a high level of communication among area attractions, hotels and other tourism industry representatives. Manage relationships with key municipal partners including CVBs, chambers of commerce, and business organizations like Rotary, etc.
- Oversee and manage Group Sales Coordinator.
- Prepare and monitor annual group sales budget (within the Marketing Department budget).
- Identify new research-based advertising strategies that will increase leisure and group travel market share to Festival performances. Assist the Director of Marketing with development, implementation and evaluation of annual out-of-market advertising plans aimed at increasing group travel to VAF.
- Coordinate creation of direct mail and collateral needed for marketing to out-of-region groups including brochures, fact sheets, signage/banners, and other collateral, within assigned budget.
- Identify key consumer and group travel shows, innovative marketing partnerships, and other outreach. group sales marketing events/group to increase VAF brand awareness and ticket sales, attending and coordinating branding/booth/signage/collateral for such events; identify and negotiate opportunities to share costs with partner CVB/municipal partners.
- Manage the marketing efforts to AAA and CAA offices, prioritizing importance of offices based on sales in feeder markets. Conduct promotions and sales calls to AAA/CAA offices, travel agencies, tour and travel agencies, retirement communities, churches and other associations to increase knowledge of the Festival’s performances and programs and increase ticket sales.
- Provide travel and group travel content for VAF website.
- Assist with travel package development and promotion.
- Create and maintain group sales patron database through Tessitura, providing reports on sales by market/zip/etc. Prepare annual reports on out of market ad placements, group and tourism initiatives, and resulting sales for VAF Board of Directors, key partners and sponsors.
- Assist with hosting familiarization tours, when necessary and appropriate, with regional CVB’s, sponsors and travel/group agencies.
- Assist Development Department in sponsorship recognition for travel/hospitality-related corporate partners including hotels, restaurants, attractions.
- Maintain knowledge of current industry best practices, sharing pertinent travel research and reports findings with VAF staff.
- Manage special projects as needed (including performances) with key CVB/municipal/ hotel partners. This includes an annual student band competition, parade participation and other events.
- Other duties as assigned
REQUIREMENTS
- Five-plus years’ experience in performing arts and/or hospitality industry managing group sales
- Bachelor’s degree preferred
- Extraordinary customer service skills
- Proven record of sales creation and growth
- Experience managing budget
- Work long hours, nights, weekends, and holidays.
- Must be able to sit, stand, walk and carry/push/pull 10+ lbs.
How To Apply:
Interested applicants should send resumes to:
Dianna Starkey
Virginia Arts Festival
Director of Marketing and Communications
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