Director of Sales & Conference Services - Custer State Park Resort

Custer State Park Resort is located in one of South Dakota's most iconic destinations in the heart of the Black Hills. Spanning nearly 71,000 acres, the park is home to nearly 1,400 bison, breathtaking granite formations, scenic drives, abundant wildlife and endless opportunities for outdoor adventure. 

We’re hiring a Director of Sales & Conference Services to Live. Work. Explore. in Custer State Park!

The Director of Sales & Conference Services leads group sales, catering, conference services, weddings, and special events across Custer State Park Resorts. This role drives revenue growth through proactive sales, strong client relationships, and collaboration with operations teams to deliver Legendary Hospitality and exceptional experiences across the Park’s lodging, dining, and event venues.

• →Develop and execute annual sales and catering plans to grow group room, banquet, wedding, and event revenue.
• →Proactively pursue corporate, association, incentive, wedding, tour, and leisure group business through targeted prospecting strategies.
• →Establish and maintain a qualified sales pipeline through consistent prospecting, relationship development, and account management.
• →Build and maintain relationships with key accounts, meeting planners, tour operators, destination management companies, tourism organizations, regional businesses, and event partners.
• →Conduct site visits, prepare proposals, negotiate contracts, and represent the property at trade shows, sales calls, and industry events.
• →Develop repeat business strategies, referral programs, and account-retention initiatives to maximize long-term customer value.

• Manage annual group sales, catering, wedding, and event revenue budgets and goals in collaboration with resort leadership and Corporate Revenue Management.
• Establish and monitor booking pace, sales activity, pipeline forecasts, response times, conversion rates, average group rates, and overall sales performance.
• Partner with Revenue Management to develop group pricing strategies, packages, seasonal promotions, and need-period initiatives that maximize occupancy and profitability.
• Evaluate group opportunities based on total revenue contribution, profitability, operational requirements, and impact on lodging, food and beverage, meeting space, event capacity, and ancillary experiences.
• Monitor catering and event profitability through strategic pricing, package development, and effective cost management.

• Oversee catering and conference services from initial inquiry and contracting through event planning, operational coordination, execution, and post-event follow-up.
• Partner with Culinary and Operations teams to develop banquet menus, event packages, and distinctive guest experiences.
• Ensure accurate contracts, room blocks, group resumes, banquet event orders (BEOs), departmental communication, and consistent service standards.
• Coordinate group and event needs across multiple venues, including outdoor locations, while accounting for seasonal conditions and park requirements.

• Establish and maintain standardized sales processes for lead distribution, prospecting, timely responses, proposals, contracting, deposits, attrition, cancellations, event planning, and post-event follow-up.
• Oversee lead distribution, response times, follow-up procedures, and conversion performance to maximize revenue opportunities.
• Maintain accurate client records and develop sales activity reports, book pace reports, pipeline forecasts, and other performance metrics that support operational staffing and resource planning.
• Ensure effective communication and coordination among Sales, Catering, Revenue Management, Reservations, Culinary, Marketing, and Operations so commitments align with property capabilities.

• Collaborate with Xanterra’s Corporate Sales, Marketing, Revenue Management, and Tour & Travel teams to align property-level strategies with broader organizational objectives.
• Participate in corporate sales initiatives, strategic account development, company-wide programs, and cross-property business opportunities.
• Identify and pursue opportunities to cross-sell Xanterra destinations to existing and prospective clients.

• Develop seasonal group packages, corporate retreat experiences, and special-interest programs designed to generate incremental lodging and event revenue.
• Work with Marketing and Operations to create compelling packages that increase shoulder-season and off-peak demand.
• Collaborate with resort leadership and local partners to develop unique group experiences that showcase the natural beauty, recreation, history, and cultural heritage of Custer State Park.
• Identify opportunities to incorporate outdoor recreation, guided experiences, educational programming, and team-building activities into group offerings.

• Lead, coach, and develop the Sales & Conference Services team, establishing clear responsibilities, goals, and performance expectations.
• Build a collaborative team culture centered on guest service, accountability, and results.
• Partner with resort leadership to support property priorities and successful group and event operations.

• Five or more years of progressive hospitality sales, catering, and conference services experience, including team leadership.
• Demonstrated success in proactive business development, group sales, key account management, market expansion, and achieving revenue goals.
• Demonstrated experience managing multi-property or multi-venue sales and catering operations preferred.
• Experience developing and managing corporate meetings, destination weddings, conferences, and special events.
• Experience working in destination resorts, national or state parks, or seasonal hospitality operations preferred.
• Working knowledge of conference, wedding, and special event planning; catering operations; contracts; budgets; and group pricing.
• Strong communication, negotiation, organizational, and leadership skills, with the ability to collaborate effectively with corporate departments and property-level operational teams.
• Proficiency with CRM and sales and catering management systems.
• Ability to travel as needed for sales calls, trade shows, industry events, and company meetings.
• Flexibility to work evenings, weekends, and holidays as business demands require.

• Retail, Lodging and Travel Discounts
• Planned employee trips and activities
• $350 Referral Bonus Program