Director of Experience

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

What Great Looks Like - Qualifications

Experience

• 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.