Associate Director of Events Sales & Business Development

Job Description

Job Description

The application window for this position has an anticipated end date of 08/13/2026 .

Company Overview

The Denver Center for the Performing Arts (DCPA) is one of the largest non-profit theatre organizations in the nation, presenting Broadway tours and producing theatre, cabaret, musicals, and innovative, immersive experiences. Through these experiences and alongside our robust Education program, we engage hundreds of thousands of visitors each year.

The DCPA’s workforce includes more than 300 employed team members in non-union and union positions (in partnership with seven unions). In addition, we employ hundreds of artists and contractors annually. We have a strong volunteer program which includes more than 300 volunteers.

Our Mission: “We engage and inspire through the transformative power of live theatre.”

Culture Statement

For more than 40 years, creativity and community have been the foundation of the Denver Center for the Performing Arts’ success. As a leading cultural organization in the Rocky Mountain West, we are actively participating in a cultural evolution of belonging and anti-racism. Our commitment to reflect the diversity and priorities of our community — in our workplace, audience and programming — has never been more present.

We believe that the theater can transform us — and be transformed by us. We invite you to be part of our Team.

Job Purpose

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.

Duties and Responsibilities

Revenue Generation and Sales

• 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

Client Relationship Management

• 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.

Financial Management

• 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

Event Delivery and Cross-Functional Collaboration

• 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

Additional Responsibilities

• 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

Qualifications

• 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

Preferred Qualifications

• 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)

Supervisory Responsibilities

None

Working Conditions

The DCPA operates in a hybrid work environment, with remote work flexibility based on business needs and event schedules. This role requires frequent on-site presence and occasional availability for evenings, weekends, and holidays based on business need.

Physical Requirements

The position requires the ability to communicate effectively, stand and walk for extended periods, use hands and arms for operational tasks, and occasionally lift and move materials or equipment.

Compensation

$85,000.00 - $93,000.00 Annually

Benefits

Full time positions include the following benefits:

Medical, Dental, Vision, Disability, Flexible Spending Accounts, Life Insurance and Pet Insurance

401k Plan with employer contributions

Time off benefits including personal days, sick days, vacation days and 10 paid holidays.

The DCPA is located in Denver, CO and all roles are based at our on-site location: 1101 13th Street, Denver, CO 80204. Some roles at the DCPA may be eligible for hybrid work options. More information is available through the interview process.

The DCPA does not require applicants to disclose age, date of birth or dates of attendance and/or graduation from an educational institution in their application for employment. Applicants may redact these and other applicable dates from their resume, transcript, and any other material that they submit as part of their application for employment.

In order to provide high quality, culturally competent care to our patrons, students, guests and team members, it is of highest importance that our hiring practices reflect our values by offering an environment that celebrates diversity and embraces inclusion. All of our team members – regardless of race, ethnicity, sexual orientation, gender identity, age, language, abilities/disabilities, socioeconomic status, geographic region, or other defining characteristics – should feel welcome and valued.