Hospitality Sales and Operations Manager

Great Brands – Bigger Purpose

Part of Chile-based Viña Concha y Toro, the leading wine producer in Latin America and one of the world's largest wine companies, Viña Concha y Toro USA (VCT-USA) is a premier U.S. wine marketer and the nation's leading importer of South American wines. Our diverse portfolio features acclaimed brands from California, Chile, and Argentina, including Bonterra, Casillero del Diablo, Don Melchor, Fetzer, Frontera, Ranch Wine, Trivento, and 1000 Stories.

A Certified B Corporation, Bonterra Organic Estates—our Hopland, California-based winery—strives to lead the industry in sustainability through our commitments to regenerative farming, renewable energy, and circular packaging. Located in Mendocino County, our California operations include winemaking, production, and approximately 830 acres of estate vineyards dedicated to crafting exceptional wines while advancing environmental stewardship and social responsibility.

As we expand our commercial hospitality offerings, we are seeking an entrepreneurial leader drawn to building memorable guest experience programs from the ground up. As our inaugural Hospitality Sales and Operations Manager, you will drive revenue growth through the development, promotion, sale, and execution of events at our internal McNab Ranch and other Bonterra-hosted locations.

This role serves as the commercial lead for the hospitality business, with primary accountability including, but not limited to event ticket sales, venue bookings, private events, weddings, corporate retreats, and consumer experiences. The position will actively prospect for new business, build relationships with event planners and corporate clients, represent McNab Ranch at industry events and expos, and manage the event sales pipeline from lead generation through event completion.

Working closely with cross-functional internal teams, the Hospitality Sales and Operations Manager will ensure every event delivers exceptional guest experience while achieving revenue and profitability objectives.

This role combines hospitality operations, event management, project management, guest experience leadership, and strategic relationship management. While supporting revenue generation and event bookings, the primary focus is operational excellence and exceptional event execution.

Location

The ideal candidate for this hybrid role is based in the San Francisco North Bay region (Mendocino, Sonoma, Marin, or Napa counties) and is available to attend meetings and internal and external events at our McNab Homeplace venue in southern Ukiah, and corporate office in Hopland, California, as needed.

Key Responsibilities

Event Sales & Revenue Growth

Private Event Sales

• Drive sales for weddings, corporate retreats, executive meetings, private dinners, celebrations, and special events.
• Build and maintain a robust pipeline of prospective clients and partners.
• Lead venue tours and client consultations.
• Develop custom event proposals and pricing packages.
• Negotiate contracts and secure bookings.
• Achieve annual revenue and booking targets.

Ticketed Consumer Experiences

• Drive attendance and revenue for Bonterra-branded consumer events.
• Support development of annual ticketed event calendar.
• Execute promotional plans to maximize attendance and profitability.
• Manage event registration and ticketing platforms.
• Identify partnership opportunities that increase event awareness and attendance.

Lead Management

• Own the hospitality sales funnel from inquiry through booking.
• Track leads, conversion rates, bookings, and revenue performance.
• Maintain CRM and prospect databases.
• Develop follow-up processes to improve close rates and repeat business.

Business Development & Outreach

Event Planner Relationships

• Develop and maintain relationships with wedding planners, event producers, destination management companies, and corporate meeting planners.
• Position McNab Ranch as a preferred venue within Northern California.
• Conduct ongoing outreach to generate qualified leads.
• Host familiarization tours and planner showcase events.

Industry Representation

• Represent Bonterra and McNab Ranch at industry events, conferences, wedding expos, hospitality showcases, and networking events.
• Build awareness among event professionals throughout the Bay Area and key regional markets.
• Develop referral and partnership programs.
• Maintain strong relationships with local hospitality and tourism organizations.

Corporate Business Development

• Identify opportunities with corporations seeking off-site meetings, executive retreats, team-building events, and client entertainment experiences.
• Establish relationships with HR, executive assistants, meeting planners, and corporate event decision-makers.

Event Operations and Execution

Client Management and Event Management

• Serve as internal owner and primary point of contact of booked events across all Bonterra event pillars—weddings, consumer, trade, and internal—from initial intake and/or contract phases through execution.
• Partner with the external planning lead (if applicable) to ensure flawless delivery.
• Serve as the primary event coordinator for Bonterra-led consumer events including heavy involvement with vendor management and logistics. Personally assist with set up/tear down prior to, and during event, as needed.
• Liaise with commercial team and internal stakeholders to manage requirements and execution of trade visits and employee events. Communicate timelines and details to internal hospitality and facilities teams, and vendors, as needed.

Guest Experience

• Champion exceptional guest experiences that reflect Bonterra's premium brand standards.
• Ensure service quality, professionalism, and operational excellence.
• Address client concerns and ensure satisfaction throughout the planning and event process.
• Gather feedback and identify opportunities for continuous improvement.
• Manage event logistics including setup, transportation, signage, guest flow, permits, rentals, and on-site operations.

Vendor Coordination

• Assist in developing preferred vendor network for weddings and corporate events.
• Coordinate with internal stakeholders, vendors, caterers, production teams, and service partners to ensure successful execution.
• Manage vendor setups and onboarding including billing and COIs.

Marketing Support

• Collaborate with the marketing team on event promotion and lead generation programs.
• Assist with social media content creation and event storytelling.
• Support development of event marketing materials and sales collateral.
• Leverage customer and event databases to drive repeat visitation and bookings.

Financial and Performance Management

• Support annual hospitality revenue planning.
• Monitor booking pace and event profitability.
• Track event performance metrics and sales KPIs.
• Provide regular pipeline and business development updates.
• Recommend actions to improve revenue and venue utilization.

Must Requirements

• Bachelor’s degree in hospitality management, business administration, marketing, communications, event management, tourism, or a related field and a minimum of five years experience in hospitality or venue sales, event management, destination marketing, or related fields, or equivalent combination of education and experience.
• Demonstrated success achieving revenue and sales goals.
• Experience selling weddings, corporate events, hospitality experiences, or event venues.
• Experience planning and executing events of varied sizes, up to 100 guests.
• Strong networking and relationship-building skills.
• Excellent presentation, negotiation, and communication abilities.
• Ability to work evenings and weekends as required by event schedules.
• Proficiency in Microsoft 365 office applications including Word, PowerPoint and Excel
• Valid Driver’s License and the ability to be insured; willingness to spend significant time traveling in-market.
• Overnight travel, approximately 10% - 15%; weekend and evening work as required.
• Requires completion of California Responsible Beverage Server (RBS) training certification upon hire.
• Requires completion of CPR/AED & First Aid certification upon hire.

Preferred Requirements

• Experience within wine, hospitality, luxury, tourism, or lifestyle brands.
• Existing relationships with Northern California event planners and corporate meeting planners.
• Experience using CRM and event management systems.
• Familiarity with Bay Area hospitality and event markets.
• Wine education or certification, a plus (WSET or CSW preferred).
• Hospitality/event sales training.
• Certified Meeting Professional (CMP), Certified Special Events Professional (CSEP), Certified Professional in Catering and Events (CPCE), a plus

Physical Requirements

Ability to lift and carry up to 20 lbs. on a frequent basis and up to 50 lbs. on an occasional basis; ability to push and pull up to 50 lbs. on a frequent basis and up to 100 lbs. on an occasional basis; requires ability to frequently sit and reach outward; requires constant work at a computer and constant hand and finger dexterity. Requires ability to stand, walk, reach upward, climb, squat or kneel, and bend on an occasional basis. Requires general footwear and may occasionally require PPE such as hearing protection and safety glasses. Additional physical requirements required as related to domestic/international travel via air and ground transportation. Able to work in all weather conditions including hot/cold weather temperatures, mud, dust, soft soil, uneven terrain.

Location

The ideal candidate for this hybrid role is based in the San Francisco North Bay region (Mendocino, Sonoma, Marin, or Napa counties) and is available to attend meetings and internal and external events at our McNab Homeplace venue in southern Ukiah and corporate office in Hopland, California, as needed.

Benefits - First day Medical, Dental, Vision, Life & Disability, Tax Savings (401k with company match), Short and Long-Term Disability, paid vacation, sick leave and company holidays. Health Care and Dependent Care Flexible Spending Account benefits available to eligible employees. Community engagement is encouraged with one day/shift off per year as Volunteer Time Off (VTO). We offer many employee-focused health, wellness, training and safety-related programs as well as scholarship opportunities for dependents.

Compensation - The targeted annual base salary for this role is $105,000 to $120,000 plus transportation-related benefits. This position is eligible for a quarterly incentive program tied to the successful sale and completion of qualifying hospitality and event business. Actual base salary rates will vary and are based on a candidate’s relevant education, qualifications, experience, skillset, competencies, internal equity, location and alignment with market data.

To apply - Apply online: https://recruiting2.ultipro.com/FET1003FETZ/JobBoard/c6d65af3-319c-4d5a-8905-6818e98b821b

Requires successful completion of criminal background, DMV check, and drug screen. AA/EOE/M/F/D/V You will be required to submit verification of your citizenship or legal right to work in the United States at the time of an offer of employment.

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Employee Rights under FMLA:

• https://www.dol.gov/sites/dolgov/files/WHD/legacy/files/fmlaen.pdf
• https://www.dol.gov/sites/dolgov/files/WHD/legacy/files/fmlasp.pdf