VISIT LONGMONT- GROUP SALES MANAGER

POSITION: Group Sales Manager
REPORTS TO: CEO
WORK SCHEDULE: Monday – Friday (Occasional nights, weekends, and holidays as
required to satisfy business needs)
LOCATION: Longmont, Colorado (On-site and flexible)
EMPLOYMENT TYPE: Full-time

ABOUT US
Visit Longmont (VL) is the community of Longmont’s destination marketing and
management organization (DMMO), responsible for promoting Longmont to potential
travelers from around the world. Our mission is to cultivate a visitor economy that
enhances the overall quality of life in Longmont.
We share office space in the historic downtown district within easy walking distance of
local shops, breweries, and restaurants. Our culture values collaboration, a positive
attitude, and an enthusiastic commitment to sharing the stories, history, culture, and
outdoor adventures of one of Colorado’s Front Range communities.

ABOUT YOUR ROLE
The Group Sales Manager is a newly created role at Visit Longmont designed to
accelerate economic growth. We are seeking a goal-driven professional responsible for
generating new group meeting, convention, and sporting event business through
proactive prospecting, direct outreach, and strong relationship-building.
The primary focus of this role is to build a robust group business pipeline, attract group
bookings during community need times, and establish segmented target opportunities
that deliver measurable increases in hotel lodging revenues and visitor spending. This role
requires a self-motivated professional with a passion for hospitality sales and destination
marketing.

ESSENTIAL DUTIES AND MAJOR RESPONSIBILITIES
Sales Strategy and Execution
• Proactively generate and close group leads, focusing on high-impact opportunities
and community need times to maximize local lodging revenues.
• Manage incoming event leads, input updates into the destination CRM system, and
utilize database tracking to manage the group business pipeline.
• Coordinate local and regional sales calls and meetings with industry partners,
including individually meeting with hotels to analyze and track group room blocks.
• Utilize economic impact numbers and industry tools to qualify leads and evaluate
business potential.
Lead & Resource Management
• Assess community events, meetings, conventions, and sports facilities to identify
local strengths, gaps, and development opportunities.
• Utilize strategic research, planner databases, and lead management tools to
isolate target market segments most likely to develop in Longmont.
Client & Partner Engagement
• Foster strong relationships with third-party, independent, and association event
planners, demonstrate high-quality professionalism and enthusiasm for Longmont.
• Plan and conduct destination site visits showcasing Longmont’s unique local
offerings, including downtown attractions, restaurants, and venues.
• Act as a key liaison service provider between event organizers, city entities, hotels,
and local businesses to enhance the overall visitor and planner experience.
• Identify, budget, and attend targeted regional and national trade shows,
establishing a quality branded presence to align with target segmented groups.
Marketing Support & Communications
• Develop integrated, brand-aligned sales materials for the website, social media,
email campaigns, and trade shows.
• Develop attendance-building tools and promotional resources that event planners
can utilize to market their events and grow attendance.
• Regularly outreach to community businesses and stakeholders to update partner
contact information and gather destination content.
Enhance Visitor Experience
• Cultivate existing events to enhance the experience and grow event attendance
• Provide liaison services between event organizers, city, hotels,
attractions/restaurants that serve groups
• Evaluate existing visitor services and invest in ones that help attract, retain, and
grow events
Travel and Industry Management
• Trade Shows & Conferences: Identify, budget for, and attend regional and national
trade shows, sales missions, and industry conferences to generate leads and
network with meeting planners.
• Destination Representation: Travel out-of-market to represent Visit Longmont with
an investment in a high-quality, branded booth presence that aligns with target
segmented groups.
• Professional Development & Memberships: Attend industry association events and
maintain active engagement with regional hospitality groups to stay in tune with
market trends.
• Local & Regional Mobility: Drive locally and regionally for frequent on-site
meetings with local lodging partners, facility operators, and potential clients.
• Flexible Schedule: Maintain a willingness to travel and work a flexible schedule,
which regularly includes overnight stays, evenings, weekends, and holidays to
satisfy trade show and event requirements.
General & Administrative
• Support Visit Longmont’s commitment to Diversity, Equity, and Inclusion (DEI)
across all organizational initiatives.
• Track visitor and marketing data using internal tracking processes to support
organizational benchmarks.
• Represent Visit Longmont in person at local community events and festivals when
necessary.
• Follow all operating and safety standards within the City of Longmont and the
State of Colorado.

QUALIFICATIONS
Education & Experience
• Bachelor’s degree in Hospitality Management, Tourism, Marketing, Business
Administration, or a related field (or an equivalent combination of education and
experience).
• 3-5 years of experience in tourism or hospitality sales (Hotel, Destination
Marketing/Management Organization, Event Venue) or related professional
administrative sales experience.
Specialized Skills
• Proficient sales acumen with a proven track record of meeting or exceeding lead
and booking goals.
• Strong listening, negotiation, presentation, and written/oral communication skills.
• Comfortable using CRM platforms, lead management databases, Google
Workspace, and Microsoft Office products.
• Ability to multi-task, show obsessive attention to detail, work efficiently with
frequent interruptions, and function independently within a shared, multi-use
public office space.
• Willingness to work a flexible schedule, including occasional evenings, weekends,
and holiday travel as required to satisfy trade show and event obligations.

PHYSICAL DEMANDS AND WORK ENVIRONMENT
• Typical multi-use public office environment with regular interruptions from staff,
public visitors, and phone inquiries.
• Must be able to drive locally for meetings with lodging partners, facility operators,
and clients.
• Regularly required to sit, stand, walk, talk, hear, and interact in an open-office
environment.
• Must occasionally lift and/or move materials or trade show equipment up to 25
pounds.

SALARY AND BENEFITS PACKAGE
Salary Range: $50,000 – $70,000 Base Salary per year, Depending on Experience (DOE).
Benefits Include:
Visit Longmont offers a comprehensive benefits package to eligible employees, including:
• Unlimited Trusted Time Off (TTO) and Sick Time
• Paid Holiday Pay
• Paid Medical Insurance, optional Dental, and Vision
• Basic Life and AD&D Insurance
• Simple IRA Retirement Plan

VISIT LONGMONT EQUAL EMPLOYMENT OPPORTUNITY (EEO) WORKPLACE
Visit Longmont provides equal employment opportunities (EEO) to all employees,
volunteers, and applicants for employment without regard to race, color, religion, gender,
sexual orientation, gender identity or expression, national origin, age, disability, genetic
information, marital status, amnesty, or status as a covered veteran in accordance with
applicable federal, state, and local laws. Visit Longmont expressly prohibits any form of
unlawful harassment or improper interference with the ability of employees to perform
their expected job duties.