Director of Event Sales

Position Overview:

Farmington Polo Club is seeking a dynamic, results-driven Director of Event Sales to lead revenue growth, expand our event portfolio, and position our property as a premier destination for weddings, corporate gatherings, and unforgettable social celebrations. This is an exciting opportunity for a passionate hospitality sales leader who thrives on building relationships, creating exceptional client experiences, and turning opportunities into successful events.

As the Director of Event Sales, you will take ownership of the property’s event sales strategy, driving new business, maximizing booking opportunities, and developing lasting partnerships throughout Connecticut and the New England region. The ideal candidate brings an entrepreneurial mindset, a proven track record of exceeding sales goals, and the ability to showcase the unique character and experience that Farmington Polo Club has to offer.

We are looking for a motivated, strategic leader who can combine creativity, hospitality expertise, and strong business acumen to elevate our market presence, grow revenue, and help make every event an extraordinary experience.

Responsibilities:

• Lead and manage the full sales cycle for weddings, corporate events, and social functions, including initial inquiries, property tours, proposals, contract negotiations, deposits, and booking confirmations.
• Develop and execute comprehensive sales strategies to drive event bookings, maximize revenue, and achieve established sales and profitability goals.
• Establish competitive pricing strategies, event packages, seasonal promotions, and targeted booking initiatives to increase market share.
• Build, manage, and maintain a strong sales pipeline, ensuring timely follow-up, accurate CRM documentation, and consistent conversion of prospective clients.
• Identify and pursue new business opportunities through proactive prospecting, networking, referrals, and strategic partnerships.
• Establish and maintain strong relationships with wedding planners, corporate clients, destination management companies (DMCs), hospitality professionals, and local business organizations.
• Represent Farmington Polo Club at bridal shows, networking events, industry conferences, community functions, and other business development opportunities.
• Conduct engaging property tours and presentations that highlight the venue’s unique offerings, amenities, and event capabilities.
• Prepare customized proposals, negotiate contracts, and secure bookings while maintaining established revenue and profitability objectives.
• Collaborate closely with operations, culinary, banquet, and event teams to ensure seamless event planning, execution, and exceptional guest experiences.
• Manage event space availability and inventory to maximize booking opportunities, optimize event scheduling, and increase overall property revenue.
• Monitor market trends, competitor pricing, customer preferences, and seasonal demand to identify opportunities for business growth.
• Establish and maintain sales performance standards, including response times, client communication, lead conversion, and reporting accuracy.
• Prepare and present weekly and monthly sales reports, revenue forecasts, booking pace reports, pipeline updates, and performance analyses to leadership.
• Monitor key performance indicators (KPIs), including booking conversion rates, revenue production, average event value, and achievement of sales targets.
• Partner with marketing teams to develop promotional campaigns, digital marketing initiatives, and sales collateral that increase brand awareness and generate qualified leads.
• Maintain strong client relationships throughout the sales process to encourage repeat business, referrals, and long-term partnerships.
• Identify opportunities to enhance event offerings, improve the client experience, and strengthen Farmington Polo Club’s competitive position within the hospitality market.
• Perform other duties as assigned by leadership.

Schedule:

• Full-time position with flexibility to accommodate business needs, including evenings, weekends, holidays, and scheduled events as necessary.

Environment:

• Professional hospitality, event venue, and office environment.
• Work may be performed indoors and outdoors, including event spaces, landscaped grounds, and seasonal or tented event areas.
• Attendance at off-site networking events, trade shows, and industry functions may be required.

Experience:

• Required: Minimum of five (5) years of banquet, catering, hospitality, or event sales experience.
• Required: Minimum of two (2) years of experience in a leadership, management, or director-level sales role.
• Preferred: Experience within hotels, country clubs, resorts, luxury hospitality properties, or large-scale event venues.
• Required: Demonstrated success achieving or exceeding established sales goals, revenue targets, and business development objectives.
• Required: Strong understanding of event contracts, banquet event orders (BEOs), deposits, pricing strategies, and event profitability.
• Preferred: Experience utilizing sales and catering management platforms such as Tripleseat, Delphi, Caterease, or comparable CRM systems.
• Required: Excellent communication, presentation, negotiation, and relationship-building skills.
• Required: Professional presence and ability to effectively engage with a diverse clientele, including engaged couples, event planners, business owners, and senior corporate executives.
• Preferred: Established relationships within the Connecticut and New England wedding, hospitality, and corporate event markets.
• Preferred: Experience opening, relaunching, repositioning, or expanding an event venue or hospitality property.
• Preferred: Familiarity with outdoor, tented, and seasonal event operations.
• Preferred: Bachelor’s degree in Hospitality Management, Business Administration, Marketing, Sales, or a related field.

Skills:

• Physical Abilities: Ability to stand, walk, and sit throughout the workday; navigate a variety of flooring surfaces, including carpet, concrete, tile, and outdoor event areas.
• Strong Communication Skills: Ability to communicate clearly and effectively with clients, peers, vendors, and leadership daily; demonstrate strong presentation, negotiation, and interpersonal skills.
• Organizational Skills: Ability to prioritize responsibilities, manage multiple client accounts and event bookings, meet deadlines, and demonstrate strong project management capabilities.
• Sales Leadership: Results-driven approach to developing sales strategies, generating new business, maintaining client relationships, and consistently achieving established revenue goals.
• Relationship Management: Ability to establish and maintain strong professional relationships with clients, industry partners, vendors, and internal stakeholders to support business growth and customer satisfaction.
• Working in a Team-Based Environment: Ability to work independently and collaboratively with sales, operations, culinary, and event teams to ensure customers receive the highest quality service and exceptional event experiences.
• Quality: Maintain integrity, professionalism, attention to detail, and high standards from all perspectives while consistently delivering exceptional client service.
• Safety Culture: Maintain a high level of safety standards, follow established policies and procedures, and promote a positive safety culture throughout the property.

Equal Opportunity Employer

Farmington Polo Club is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other protected status under applicable federal, state, or local law.