Director of Experience

Description

Who We Are & About This Role

Since 1946, Blake’s Orchard & Cider Mill has been a cornerstone of Michigan agriculture and agritourism — an 80-year family operation with deep roots in Armada and a genuine growth ambition. We make world-class hard and sweet cider, operate tasting rooms and retail across four locations, and host thousands of guests a year.

Blake Farms is seeking a dynamic and strategic leader to oversee and elevate our full portfolio of guest-facing experiences. The Director of Events & Experiences will be responsible for leading three core business units: Festivals & Public Events, Private Events & Banquets, and Agritainment.

This role is critical in shaping how guests experience Blake Farms—from large-scale festivals to weddings to immersive seasonal attractions. The ideal candidate is both a visionary and an operator—someone who can drive revenue growth, lead high-performing teams, and ensure exceptional execution across all experiences. Reporting to the Chief Revenue Officer you will be the heart and soul of the Blake's Orchard & Cider Mill experience and create programs and events that create friends and customers for life through unforgettable memories.

Your Role With Blake’s - Key Responsibilities

Strategic Leadership & Vision

• Develop and execute a comprehensive strategy for all events and experiences aligned with Blake Farms’ growth goals
• Identify new revenue opportunities across festivals, private events, and agritourism experiences
• Lead long-term planning including seasonal programming, expansion opportunities, and experience innovation
• Partner with executive leadership on forecasting, budgeting, and business planning
  
  

Department Oversight

Festivals & Public Events

• Oversee planning and execution of all large-scale festivals and ticketed public events
• Ensure operational excellence, guest satisfaction, and profitability across all events
• Drive attendance growth, revenue optimization, and programming innovation
  
  

Private Events & Banquets

• Lead the team responsible for weddings, corporate events, baby/wedding showers, and other private bookings
• Optimize sales funnels, conversion rates, and client experience
• Ensure consistent execution of event standards, SOPs, and service quality
  
  

Agritainment Experiences

• Oversee immersive guest experiences including Funland, agricultural education programs, and seasonal attractions (e.g., haunted experiences)
• Enhance guest engagement, repeat visitation, and brand storytelling
• Develop new experiences that align with Blake Farms’ identity and audience
  
  

Team Leadership & Development

• Lead, coach, and develop department heads across all three business units
• Build high-performing, accountable teams with strong culture and clear KPIs
• Establish standardized processes, SOPs, and communication rhythms across departments
• Foster collaboration between events, marketing, operations, and retail teams
  
  

Financial Performance & Accountability

• Own P&L performance across all events and experiences
• Develop and manage budgets, pricing strategies, and cost controls
• Analyze performance metrics including attendance, revenue per guest, labor efficiency, and profitability
• Implement data-driven strategies to improve margins and overall performance
  
  

Operational Excellence

• Ensure seamless execution across all guest experiences, from planning through post-event follow-up
• Standardize event playbooks, timelines, and operational checklists
• Oversee risk management, safety protocols, and compliance across all events
• Continuously improve systems, tools, and workflows to support scale
  
  

Guest Experience & Brand Alignment

• Champion a best-in-class guest experience across all touchpoints
• Ensure experiences align with Blake Farms’ brand, values, and storytelling
• Collaborate with marketing to ensure strong promotion, positioning, and attendance
  
  

Experience

What Great Looks Like - Qualifications

• 8–12 years of progressive leadership experience in events, hospitality, entertainment, or agritourism
• Proven experience managing large-scale events, private events, and/or experiential programming
• Experience leading multiple departments or business units simultaneously
• Strong background in P&L ownership, budgeting, and financial strategy
  
  

Skills & Competencies

• Strategic thinker with strong execution skills
• Exceptional leadership and team development capabilities
• Strong financial acumen and data-driven decision-making
• Ability to manage complexity, multiple priorities, and seasonal business cycles
• Excellent communication and cross-functional collaboration skills
• Passion for creating memorable guest experiences
  
  

Success Metrics

• Revenue growth across festivals, private events, and experiences
• Increased event attendance and booking conversion rates
• Improved profitability and cost management
• Guest satisfaction and repeat visitation
• Team engagement and retention for extended periods
  
  

How You’re Rewarded - Compensation & Benefits

Competitive base salary, performance-based incentive, 401(k) with match, full health/dental/vision benefits, PTO, and all the perks of working at one of Michigan’s most beloved farms. Full details shared during the interview process.

What’s Next - How To Apply

Don’t just send a resume into a void. Reach out on LinkedIn, visit a location, try the cider — show us you want in. We can’t wait to meet the right person.

Disclaimer

This job description in no way states or implies that these are the only duties to be performed. You will be expected to follow any other job-related instructions and to perform other job-related duties as requested by your supervisors.

The Blake’s family of companies is an Equal Opportunity Employer.