Comcast Spectacor

  • Director of Sales - Dallas Fair Park

    Location US-TX-Dallas
    Job ID
    Spectra - Venue Management
    Location Name
    Spectra VM - Dallas Fair Park
    Sales and Marketing
    Regular Full-Time
  • Overview

    Reporting directly to the Assistant General Manager, the primary role of the Fair Park Director of Sales (DOS) is to ensure that the established goals for revenue, number of events, and attendance are met for each fiscal year. The DOS is responsible for providing oversight of the day-to-day activities of the sales team while maximizing long-term and short-term bookings at multiple venues on the Fair Park campus including festivals, trade/consumer shows, traveling exhibitions, musical events, and corporate/social functions. This position works collaboratively and collectively with the Fair Park General Manager, Assistant General Manager, and Spectra Food Services & Hospitality in maintaining the sales calendar for Fair Park while assisting in servicing, negotiating and contracting Fair Park clients.  


    This position requires an energetic, innovative, knowledgeable, and driven sales professional to assist in executing Spectra’s mission of generating incremental revenue, promoting, and increasing event activity at Fair Park. This is accomplished by developing and implementing ongoing strategic initiatives that will positively impact revenue and profits while increasing Fair Park events and attendance.


    This position is based at our Dallas Fair Park. Fair Park covers 277-acres just east of downtown Dallas. It’s cultural, educational and sports facilities play host to more than seven million visitors each year. The park opened in 1886 with what was called the Dallas State Fair. Several structures – including the Centennial Building and Cotton Bowl Stadium – made their debut on the grounds between 1900 and 1930. But Fair Park really became a part of the nation’s consciousness in 1936, when state leaders chose it to host a world’s fair commemorating the 100th anniversary of the Texas Republic. Texas' history, economy, flora and fauna were highlighted in the buildings, statues and murals designed for the event. Architects and artists designed all the new Fair Park amenities in the then-contemporary Art Deco style. Today, Fair Park stands as the only intact and unaltered pre-1950s world fair site in the United States. It boasts an extraordinary collection of 1930s art and architecture. You can learn more about our venue here:


    Spectra, an industry leader in sports, entertainment and venue management, is dedicated to recruiting and developing individuals with the skills, experience, desire, and values to contribute to the continued growth and success of our organization.  Together, with our 250+ sports & entertainment venue partners, we transform events into experiences! These experiences create excitement, turn heads, and make memories.  Come Join Us!  You can learn more about Spectra at



    • Works with the Assistant General Manager and Sales & Booking Manager to direct all sales initiatives.
    • Oversee sales calendar reporting for all concert, festival, meeting, and social event bookings.
    • Assists in the development and implementation of sales strategies and marketing plans to effectively promote and sell Fair Park for all targeted markets.
    • Communicates with the sales leaders of Visit Dallas, the Dallas Sports Commission, area hotels and other key hospitality partners to understand their sales strategies and needs while communicating Fair Park’s needs and opportunities.
    • Supervise, advise, support, guide and direct the Fair Park Sales & Booking Manager and monitor their performance on an ongoing basis. This will also include but not limited to annual performance reviews and ongoing educational opportunities.
    • Direct, implement, and oversee Fair Park sales efforts including, but not limited to, bidding traveling exhibitions, conventions, meetings and the preparation of major event RFP responses.  
    • Develop and implement all aspects of the Fair Park short-term sales plan and strategy, including sales goals/objectives, while overseeing and evaluating the progress of all defined sales efforts.
    • Primary liaison for Visit Dallas, in order to facilitate a consistent and unified selling front and approach for all long-term business. This includes, but is not limited to, Fair Park dates, rates, booking policies and procedures.
    • Negotiates contract terms with Fair Park clients according to adopted policies/guidelines and subject to Assistant General Manager’s approval.
    • Prepare proposals; reevaluate potential rental & sponsorship value of sales inventory; initiate contractual arrangement; prepare contracts; negotiate terms as required.
    • Administers the Fair Park booking policy concerning booking related issues and business policies, subject to Assistant General Manager’s approval.
    • Represents management in developing and maintaining relationships with current and potential clients.
    • Works with show managers and meeting planners in facilitating site visits and appointments.
    • Prepare, in collaboration with the Assistant General Manager, Sales & Booking Manager and the Sr. Director of Marketing the annual Fair Park sales and marketing plan.
    • Monitors market conditions and maintain a strategic planning approach, which optimizes Fair Park’s position relative to competition and market forces.
    • Manages the short-term sales effort in a manner designed to maximize venue occupancy while supporting the overall strategy related to quality and impact
    • Administers the design and production of collateral materials including rate schedules and operating policies.
    • Works with Sr. Event Manager and Assistant General Manager (operations) in updating the Event Planning Guide and implementing efficient information flow between the venue rental, clients, and other Fair Park departments.
    • Supervises the preparation of monthly statistical reports which includes documenting sales activities, including prospecting efforts and results for Fair Park.
    • Works cooperatively with the hotel and hospitality community and other members of the city’s visitor industry in enhancing Fair Park’s position as an entertainment, meeting and events venue.
    • Develop and annually update and sales materials for Fair Park rental rates, meeting/banquet space, and festival/exhibition pricing
    • Work with the Director of Finance in developing the annual event revenue budgets. Update the annual event revenue report on a monthly and as needed basis.
    • Update the General Manager, Assistant General Manager and the Director of Finance on any significant future years sales activity, including event cancellations.
    • Develop and implement the annual expense budget for the sales department. Monitor the monthly sales department expense report and address any significant expense variances.
    • Manage the sales activity efforts, including developing individual prospecting and booking goals for Sales & Booking Manager
    • In collaboration with Fair Park’s marketing team, develop and design all venue sales collateral materials
    • Maintain communication and contact on a regular basis with selected business, professional, and social groups that may host or provide leads for event bookings
    • Actively conduct outside sales calls for potential event producers, meeting planners, and social event organizers
    • Develop, enhance, and maintain relationships within the meetings, convention and trade show industries.
    • Attend appropriate sales and industry related meetings.
    • Consistently and continuously find ways to create a means and method of streamlining all aspects of the sales process and overall business development.
    • Develop, augment and maintain industry best practices, rules, policies and procedures.
    • Assists the Sr. Director of Marketing and Assistant General Manager with updating marketing collateral as needed.
    • Other duties as assigned.




    This position directly supervises a Sales & Booking Manager and assists in supervising event and operations staff as needed. Carries out supervisory responsibilities in accordance with Spectra’s policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding disciplining employees in conjunction with Human Resources; addressing complaints and resolving problems.




    To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


    • Eight (8) years of increasingly responsible sales management experience in a professional convention center or multi-purpose facility or hotel, with at least two (2) years of direct supervisory experience at the department director level.
    • Bachelor’s Degree from an accredited college or university in public assembly facility management, hospitality management, business administration or a related field.
    • Other combinations of experience and education that meet these requirements may be substituted

    Knowledge Of:

    • Operational characteristics of public assembly venue, hotel or hospitality management.
    • Experience working with or in CVB’s DMO’s, Sports Commission’s or hotels.
    • Modern management methods, long-range planning, principles of budgeting and supervisory techniques.
    • Should possess a working knowledge of each area of direct and indirect supervision including sales & marketing, event services, safety & security, venue maintenance & housekeeping, finance and human resources, audio-visual, telecommunications and food & beverage operations.
    • Contract development and negotiations including venue event license agreements, service agreements, contract management and sponsorships agreements.
    • Modern and effective customer service practices. 
    • Interpersonal techniques in dealing with unique groups and sensitive circumstances.
    • Terminology used in sports, events convention, meetings, and entertainment settings.





    • Plan, direct, and evaluate the work of subordinates.
    • Perform a broad range of supervisory responsibilities over others.
    • Manage multiple projects simultaneously.
    • Work under high pressure in meeting urgent deadlines.
    • Provide leadership to facility staff.
    • Recognize, analyze and resolve challenges.
    • Develop and implements programs, policies, and procedures for the sales team.
    • Develop comprehensive management reports and manuals (i.e. Annual Sales & Marketing Plan, Annual Facility Report, Booking Policies, etc.).
    • Conduct a variety of organizational studies, investigations, and operational studies; recommend modifications to programs, policies, and procedures as appropriate.
    • Establish and maintain effective working relationships with staff, key sales partners, venue stakeholders and users.
    • Communicate clearly and concisely in the English language, both orally and in writing.
    • Work a flexible schedule including early mornings, evenings, weekends, holidays, and extended numbers of days.



    To perform this job successfully, an individual must have good computer skills; knowledge of Microsoft Office, Customer Relationship Management (CRM) software programs and Ungerboeck event management software a plus.




    Valid Texas Driver’s License.




    These physical demands are representative of the physical requirements necessary for an employee to successfully perform the essential functions of the DOS job. Reasonable accommodation can be made to enable people with disabilities to perform the described essential functions of the DOS Job.

    While performing the responsibilities of the DOS job, the employee is required to talk and hear. The employee is often required to sit and use their hands and fingers, to handle or feel. The employee is occasionally required to stand, walk, reach with arms and hands, climb or balance, and to stoop, kneel, crouch or crawl. Vision abilities required by this job include close vision.


    While performing the responsibilities of the DOS Job, these work environment characteristics are representative of the environment the DOS will encounter. Reasonable accommodations may be made to enable people with disabilities to perform the essential functions of the DOS job.

    Incumbent works in an office setting with minimal adverse exposure to environmental hazards. The noise level in the work environment is usually quiet to moderate.




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