General Manager

Position: General Manager

Department: HoloTheater

Job Type: Full-Time, Salaried

Reports to: Managing Director, HoloTheater

Location: Natick, MA

The Company

BASE Xperiential (BX) productions harness the magic of mixed-media, holographic and live entertainment to bring unique and dynamic immersive experiences to audiences and stages around the world. BASE has already developed a library of compelling content including holographic productions of Roy Orbison, Buddy Holly, Maria Callas, Whitney Houston and its premiere educational entertainment film, Dinosaur Discoveries: A Holographic Adventure. The company strives to develop both educational and entertaining content that is visually stimulating and brought to life with application for presentation in a wide range of venues, from casinos and cruise ships to theme parks and museums. HoloTheater, developed by BX, combines large-scale holograms with 150+ degree film projections, providing a next-generation 3D audience experience and delivery platform for educational and entertainment content, tailored for a range of spaces at museums, zoos, aquariums and other destinations.

The company’s growing HoloTheater division seeks an experienced, dynamic and motivated General Manager to lead our next HoloTheater venue opening in Natick, Massachusetts. If you’re interested in combining your passion for location-based entertainment with your background in management and customer success, we want to speak with you!

Job Summary

The General Manger of our Natick HoloTheater will be responsible for overseeing daily operations, driving revenue through ticket and merchandise sales, building strong community and promotional partnerships, and building the group ticket and event sales verticals. The ideal candidate combines operational excellence, sales leadership, and creative marketing vision to deliver unforgettable guest experiences and strong financial performance for the HoloTheater business.

Duties and Responsibilities

Venue Operations & Guest Experience

· Oversee day-to-day venue operations, ensuring a family-friendly, welcoming, and premium guest experience

· Lead by example, train, and inspire the HoloTheater staff to deliver customer experience excellence

· Maintain high standards for presentation, cleanliness, and operational readiness

· Monitor guest satisfaction and implement improvements based on feedback

· Ensure compliance with company policies, safety regulations, and local laws

Revenue Generation & Sales

· Implement and deliver on the HoloTheater ticket sales and customer success philosophies

· Drive ticket sales through strategic programming, promotions, and yield management

· Oversee and drive retail and concessions operations, working with BX executive management on merchandise selection, pricing, and visual presentation

· Analyze sales performance and implement strategies to maximize revenues

· Manage budgets, forecasts, payroll, and cost controls to meet financial targets

Group Sales & Events

· Develop and execute strategies to grow group ticket sales, including schools, corporate outings, tour groups, and private parties

· Sell and oversee private events, parties, buyouts, and special screenings from inquiry to execution

· Build relationships with local organizations, businesses, and tourism partners

· Collaborate with BX executive management to create memorable, customized event experiences that drive repeat business

Marketing & Partnerships

· Lead local marketing initiatives in coordination with BX Marketing Manager and executive management

· Establish cross-promotional partnerships with nearby attractions, restaurants, hotels, etc.

· Develop brand awareness for the HoloTheater by represent the venue in the community

· Identify, develop and execute grassroots marketing opportunities to increase attendance

Team Leadership & Development

· Work with BX executive management in the recruitment, hiring, and development of a high-performing HoloTheater team

· Foster a culture of hospitality, accountability, and enthusiasm

· Conduct performance reviews and provide ongoing coaching and feedback

· Manage scheduling and labor efficiency

Qualifications

· 3–5+ years of leadership experience in entertainment, hospitality, attractions, and/or retail environments

· Proven track record in sales, group bookings, or event management

· Strong business acumen and experience managing P&L performance

· Demonstrated success in local marketing or partnership development

· Excellent leadership, communication, and organizational skills

· Ability to work evenings, weekends, and holidays as needed

· Experience in location-based entertainment, hospitality, or themed attractions a plus

· Bachelor’s degree from an accredited four-year college or university

What Success Looks Like

A successful General Manager will develop and motivate a highly performing team dedicated to customer experience excellence, drive consistent growth in ticketing, merchandise and concessions revenues, establish and build community and promotional partnerships, and work closely with the BX executive management team to achieve operational excellence. If you share this passion and vision for excellence, we encourage you to apply to be our next HoloTheater leader!

Compensation

Minimum base salary of $85,000 annually, commensurate with experience, company benefits (health, vision, dental); discretionary bonus consideration