Director of Hospitality

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Management Glendale, WI, US

5 days ago Requisition

Sprecher Brewing Company is seeking a commercially minded Hospitality Director to lead, grow, and optimize the company's on-site retail store, brewery tours, destination experiences, special events, and community engagement programming. This role is responsible for turning the brewery campus into a stronger revenue-generating destination while protecting the character, hospitality, and brand equity that make Sprecher unique.

This position carries direct responsibility for key revenue-generating guest experience channels, brewery tour revenue, special event revenue, private experiences, traffic-building community programming merchandise performance, and retail store sales. The role reports directly to the Head of Marketing.

Success requires a leader who can balance creativity with commercial discipline. The Events & Retail Experience Manager must be able to develop ideas, build an annual calendar, manage vendors and partners, direct teams, evaluate performance, and report clearly on progress, risks and opportunities. This is not simply an event coordination role; it is a business-building leadership position responsible for growing traffic, increasing per-guest revenue, and improving the overall Sprecher destination experience.

• Elevate Sprecher brewery tours from a basic facility tour into a more compelling, memorable, and revenue-producing destination experience.
• Drive retail store growth through disciplined merchandising, promotional planning, product storytelling, inventory partnership, and stronger conversion from tours and events.
• Own the annual event and experience calendar, including major signature events, seasonal programming, private events, community partnerships, and traffic-building initiatives.
• Increase guest engagement, average transaction value, repeat visitation, tour-to-retail conversion, and event profitability.
• Use Square, Xola, guest feedback, labor data, and financial reporting to manage performance in a KPI-driven environment.
• Partner with the Taproom Operations Manager to ensure all experiences are operationally executable, properly staffed, and consistently delivered.

The Events & Retail Experience Manager owns the commercial and experiential direction of Sprecher brewery tours. The role is expected to move tours beyond a basic operational walkthrough and into a stronger branded experience that can attract visitors, support group sales, encourage retail purchases, and reinforce Sprecher's position as a Wisconsin beverage destination.

• Reimagine and elevate Sprecher brewery tours into a more immersive, structured, and memorable guest experience inspired by leading brewery, distillery, food, and branded attraction destinations.
• Own the end-to-end tour experience, including guest arrival, check-in, story flow, pacing, tasting/sampling moments, safety communication, retail conversion points, and post-tour engagement.
• Develop tiered tour offerings such as standard tours, premium tours, private group experiences, seasonal tours, family-focused experiences, limited-time experiences, and potential VIP or behind-the-scenes offerings.
• Create tour programming that reinforces Sprecher's history, craft soda leadership, Wisconsin roots, flavor variety, production capabilities, and innovation pipeline without becoming overly technical or operationally cumbersome.
• Partner with operations and production leadership to ensure tour paths, guest access, safety requirements, and production visibility are realistic and consistently maintained.
• Develop training materials, talking points, guest engagement standards, and quality expectations for tour guides and supporting staff.
• Use Xola and Square reporting to track bookings, attendance, sell-through, conversion, upsell performance, average revenue per guest, guest feedback, and demand trends.
• Improve tour-to-retail conversion by integrating product sampling, exclusive merchandise, bundled offers, limited-time products, and clear retail calls-to-action into the tour experience.
• Monitor guest reviews, recurring questions, complaints, and opportunities to improve tour content, timing, staffing, and the overall visit experience.
• Provide regular reporting to the Head of Marketing, E-Commerce, Taproom & Retail on tour performance, guest trends, operational constraints, and growth opportunities.

This role owns the annual event strategy and event calendar, including both large signature events and smaller recurring programs designed to build traffic, increase revenue, expand operating days and hours, and deepen Sprecher's relationship with the community. Events must be creative, brand appropriate,…