Director of Visitor Experience

Wings Over the Rockies Air & Space Museum•Denver, CO

14h•Onsite

About The Position

The Director of Visitor Experience is responsible for leading all front-facing operations that shape the guest journey across both Wings locations. This includes admissions, welcome center, museum store, group sales, tours, simulators, and membership sales and experience. This position oversees a team of approximately 10 staff members including front of house staff, museum store management, and simulator operators. This role ensures a seamless, engaging, and high-quality experience for all visitors by integrating service excellence, operational efficiency, and revenue-generating opportunities. The Director leads a team of full-time, part-time, and volunteer staff while driving consistency in service delivery, staffing, and performance. Reporting to the Chief Experience Officer, the Director of Visitor Experience is part of a collaborative team charged with optimizing the guest experience and community impact. The Director provides area expertise as a representative of their department and brings a creative approach to problem solving skills at the leadership level. This position plays a key leadership role in connecting the visitor experience to Wings’ broader mission: To educate, inspire, and excite all people about aviation and space endeavors of the past, present, and future.

Requirements

High school diploma or equivalent required
Minimum 5+ years of leadership experience in visitor services, hospitality, retail, or related field
Experience managing teams, operations, and customer-facing environments required
Experience with membership programs, retail operations, or admissions systems strongly preferred
Experience in a museum, nonprofit, or cultural institution a plus
Strong leadership and team development skills
Exceptional customer service mindset and conflict resolution ability
Strong operational and organizational skills with attention to detail
Ability to manage multiple priorities in a fast-paced environment
Analytical mindset with ability to interpret data and drive decisions
Strong communication and interpersonal skills
Proficiency with POS/CRM systems (Altru preferred) and Microsoft Office

Nice To Haves

Bachelor’s degree preferred in hospitality

Responsibilities

Lead and continuously improve the end-to-end visitor experience across both locations
Oversee daily operations of admissions, welcome center, museum store, group check-in, and simulators
Ensure consistent, high-quality service standards across all visitor touchpoints
Manage visitor flow, including school groups, events, and peak traffic periods
Serve as escalation point for visitor concerns, ensuring timely and professional resolution
Maintain strong floor presence to model and coach exceptional service behaviors
Supervise volunteers and delegate front of house opportunities to the volunteers.
Demonstrated experience in developing innovative initiatives resulting in high quality visitor experience
Lead membership sales, engagement, and retention strategy in partnership with Development and Marketing
Develop and implement front-line strategies to convert visitors into members
Train and coach staff on effective membership selling and storytelling
Ensure seamless integration of membership into the visitor experience (not transactional, but relational)
Monitor and analyze membership performance metrics (conversion rates, renewals, upgrades)
Partner with Development to support membership campaigns, promotions, and stewardship efforts
Enhance member experience on-site, ensuring recognition, value, and consistency
Monitor and manage POS systems (Altru) and all admissions transactions
Analyze sales, traffic, and revenue reports to identify trends and opportunities
Ensure proper cash handling procedures and audit compliance
Identify opportunities to increase per-visitor revenue through retail, memberships, and experiences
Oversee on-site group sales operations and check-in processes
Support development and execution of group tours and on-site programs
Ensure seamless coordination with Education, Events, and Guest Services teams
Align group experiences with overall visitor experience standards
Lead, mentor and develop visitor services staff through an approach that assigns accountabilities and monitors and evaluates results.
Create a culture of accountability, teamwork, and service excellence
Manage staffing models, scheduling, and labor budgets to align with demand
Recruit, hire, onboard, and performance manage staff
Provide ongoing training in customer service, systems, and operational procedures
Ability to resolve conflict in a professional and tactful manner.
Partner closely with Marketing (campaign alignment, visitor messaging), Development (membership and donor experience), Events (seamless guest experience during rentals/events), Education (group programs and school visits), Facilities (space readiness and safety)
Ensure alignment between visitor experience and organizational brand and storytelling
Contribute to organizational strategy, particularly under Elevate the Experience and Grow Sustainable Revenue strategic pillars
Develop and manage evaluation and analysis of guest satisfaction to execute enhancements to the museum’s performance and efficiency.
Develop and manage departmental budgets
Establish KPIs for visitor satisfaction, revenue, membership conversion, and operational efficiency