Associate Director of Events Sales & Business Development

Denver Center For Perfo•Denver, CO

5d•$85,000 - $93,000•Hybrid

About The Position

The Associate Director of Event Sales & Business Development is responsible for leading all sales and business development efforts for the DCPA private event rental business. This role oversees sales activity for the Seawell Ballroom, Director Room, and private rental of theatres within the Bonfils Theatre Complex, driving more than $3 million in annual gross revenue. Reporting to the General Manager of Event Services, this role drives revenue growth through proactive business development, strategic relationship management, and sales pipeline leadership. This role serves as the primary point of contact for prospective and returning clients and partners closely with event management, event technicians, marketing, finance and other stakeholders to ensure a seamless client experience.

Requirements

Bachelor’s degree or equivalent experience in Hospitality, Business Administration, Marketing, Event Management
5–7 years of progressive experience in event sales, hospitality sales, venue sales, hotel sales, or a related field
Demonstrated success achieving revenue goals and driving business growth
Proven ability to develop new business through prospecting, networking, relationship cultivation, and strategic sales initiatives
Proven ability to develop and maintain strong client relationships that drive repeat business
Strong experience with contract negotiation, proposal development, and consultative selling
Experience managing sales pipelines, forecasting, and performance reporting
Experience utilizing CRM or event management systems to manage sales activity, communications, and client relationships
Experience creating and managing content for social media channels including Instagram and LinkedIn
Strong relationship management skills with clients, vendors, and internal stakeholders
Exceptional organizational, communication, presentation, and problem-solving skills
Ability to manage competing priorities and deadlines with ease and a high level of attention to detail
Demonstrated ability to remain positive, proactive, responsive, and solution-oriented in a fast-paced environment

Nice To Haves

Experience navigating a complex calendar in performing arts venues, cultural institutions, or multi-use event and production environments
Strong knowledge of audiovisual production, theatrical operations, and event technology
Experience with Momentus or similar event management and CRM platforms
Proficient with MS Office suite
Experience with Vectorworks or similar software
Professional certifications (e.g., CMP, CSEP)

Responsibilities

Develop and execute sales strategies that achieve or exceed annual revenue goals across corporate, nonprofit, social, and private events
Manage the full sales lifecycle, including prospecting, qualification, proposal development, contract negotiation, and booking
Build and maintain a robust sales pipeline to support long-term revenue growth and forecasting accuracy
Develop new business opportunities through prospecting, networking, social media, strategic outreach, and relationship-building initiatives
Cultivate a balanced and diverse portfolio of new and repeat business to support long-term revenue growth and client retention
Conduct venue tours, client meetings, presentations, and networking activities to generate new business opportunities
Curate and post content to designated social media channels to drive brand awareness and inquiries
Develop and maintain relationships with key clients, event planners, preferred vendor partners, community organizations, and industry partners
Monitor sales pipeline performance, booking timelines, conversion rates, and revenue mix; suggest and implement adjustments to improve performance as necessary
Identify and execute revenue growth opportunities, including pricing strategies, package development, upselling opportunities, and new market segments
Conduct competitive analysis and market trend reviews to inform strategic positioning and maximize market share
Attend networking opportunities and industry events to support business development efforts on an ongoing basis
Serve as the primary point of contact for prospective and returning clients throughout the sales process
Develop customized proposals, pricing structures, and contracts that align client needs with venue requirements and capabilities
Ensure timely and professional communication with clients from initial inquiry through contract execution and post-event follow-up
Support complex contract negotiations and high-value opportunities in partnership with the General Manager in consultation with VP of Marketing and Sales, and CFAO
Proactively identify and resolve client concerns to maintain satisfaction and support client retention
Maintain strong client relationships that drive repeat business and referrals
Represent the DCPA brand with professionalism in all client, vendor, and community interactions.
Partner with the General Manager to develop annual sales forecasts, revenue projections, and business plans
Champion the effective use of the event management platform, Momentus
Maintain accurate sales activity, prospect information, contracts, and client records in Momentus
Analyze sales performance regularly, identifying trends, risks, and opportunities and implementing corrective actions as needed
Support budgeting and financial planning processes through accurate forecasting and reporting
Ensure accurate and timely contract documentation, deposits, billing coordination, and reconciliation support
Track sales metrics and key performance indicators to support departmental decision-making and performance management
Ensure seamless transition from sales to event management through strong communication, documentation, and cross-functional alignment
Partner closely with Event Managers, Technical Production, Marketing, Facilities, Security, external vendors and other teams to support successful event delivery
Provide client and market feedback that supports continuous improvement and operational excellence
Support in-person execution of high-profile or strategic events as needed to ensure exceptional client satisfaction
Collaborate on departmental initiatives, special projects, and organizational goals
Serve as a representative of DCPA in client, vendor, and community interactions
Support organizational initiatives and cross-departmental collaboration as needed
Perform other duties as required to ensure the success of the department and organization