General Manager - Visitor Experience and Events

As Above So Below Distillery is seeking a hands-on hospitality leader to run our Visitor Center and offsite events business. This role owns the guest experience and departmental results across our lounge, tasting room, bottle shop, tours, private rentals, catering, and pop-ups.

You will lead the team, operating systems, sales pipelines, programming, and financial performance—building memorable, on-brand experiences while meeting revenue and profitability goals.

• Business performance: Build and execute the annual operating plan and budget; own revenue, labor, beverage and retail costs, forecasts, reporting, and corrective action.
• Visitor Center operations: Lead daily service across the lounge, tasting room, bottle shop, and tours, with clear standards for hospitality, safety, cleanliness, cash controls, and opening and closing procedures.
• People leadership: Recruit, schedule, train, coach, and evaluate the team; create practical SOPs, training materials, and accountability systems.
• Beverage and inventory: Oversee cocktail and tasting programs, recipe costing, menu pricing, purchasing, receiving, counts, transfers, waste, and variance management.
• Private events: Own the sales pipeline for rentals, buyouts, and group experiences from inquiry and proposal through contracting, execution, billing, and post-event follow-up.
• Offsite activations: Sell and execute catering events and pop-ups, including pricing, staffing, production, transportation, permits, service, reconciliation, and profitability.
• Programming and experiences: Create an on-brand calendar that drives traffic and repeat visits, including cocktail classes, enhanced tours, tastings, ticketed events, and local partnerships.
• Systems and compliance: Maintain accurate POS, scheduling, inventory, reservations, and CRM data while ensuring responsible alcohol service, food safety, licensing, and workplace safety compliance.

• Revenue, contribution margin, labor, beverage cost, retail margin, and controllable expenses
• Qualified pipeline, response time, close rate, booked revenue, and event profitability
• Guest satisfaction, bottle-shop conversion, and repeat visitation
• Programming attendance, incremental revenue, and return on investment
• Inventory accuracy, operational consistency, team readiness, and compliance

• Progressive leadership experience in a high-quality bar, tasting room, hospitality operation, event venue, or related business; General Manager or department-head experience preferred
• Demonstrated ownership of budgets, revenue, labor, inventory, cost controls, forecasting, and operating results
• A strong record of hiring, training, coaching, and holding teams accountable to service and safety standards
• Experience selling and executing private events, catering, pop-ups, or group experiences
• Strong beverage knowledge, including cocktail development, recipe costing, menu pricing, spirits education, and responsible service
• Comfort using POS, scheduling, inventory, reservation, and CRM systems to run the business and report results
• Clear written and verbal communication, sound judgment, calm leadership, and a genuine commitment to hospitality
• Ability to obtain and maintain a valid New Mexico Alcohol Server Permit before starting work

Experience in a distillery, winery, brewery, beverage retail environment, or public-facing production facility; success building tours, classes, or ticketed programming; established relationships in the Santa Fe hospitality, tourism, arts, or events community; and experience launching new revenue channels.

This is a full-time, on-site hospitality leadership role. The schedule includes evenings, weekends, holidays, and event hours. The position requires extended periods of standing and walking, frequent movement throughout the facility and event sites, and the ability to lift and carry up to 40 pounds with or without reasonable accommodation. Local travel is required for offsite events.

As Above So Below Distillery is a Santa Fe distillery and gathering place dedicated to exceptional spirits, thoughtful hospitality, and memorable experiences. Our Visitor Center connects guests with our products and story through cocktails, tastings, retail, tours, classes, and events.

Please send your résumé and a brief note describing your relevant hospitality leadership, financial management, and events experience to careers@aasbdistillery.com

As Above So Below Distillery is an equal opportunity employer. We welcome applicants of all backgrounds and make employment decisions without regard to legally protected characteristics. Reasonable accommodations are available throughout the hiring process.