We are seeking an experienced and visionary Director of Tourism to lead the Department of Tourism and Gering Visitors Bureau. This role is crucial in driving economic growth for the City of Gering by marketing and promoting it as a premier destination for meetings, events, group tours, corporate gatherings, sports, recreation, and leisure. The Director will oversee daily operations, administration, and strategic planning, ensuring effective promotion and development of Gering’s hospitality industry and tourism assets.

If you are passionate about tourism, possess strong leadership qualities, and have a vision for driving sustainable growth in the City of Gering we invite you to apply for this exciting opportunity. Please submit your application along with your resume and cover letter outlining your qualifications and why you are the ideal candidate for the Director of Tourism position at the City of Gering.

Title: Director of Tourism/Gering Visitors Bureau

Department: Tourism

Reports to: City Administrator

Pay Grade: General / 24

Date Adopted:

Previous Revision Date: October 2021

Last Revision Date: August 2024

Type: ☒ Full Time ☐Part Time ☐ Seasonal

FLSA: ☒ Exempt ☒ Salary

☐Non-Exempt ☐ Hourly

Union: ☐Yes ☒ No

Safety Sensitive: ☐Yes ☒ No

Job Summary:

To provide daily leadership and administration of the Department of Tourism and Gering Visitors Bureau, with the mission of driving economic growth for the City of Gering by marketing and promoting it as a premier destination for meetings, events, group tours, corporate gatherings, sports-recreation, and leisure. This involves overseeing and directing the operations and administration of the Visitors Bureau, Gering’s destination marketing organization, and fostering the development and expansion of the local hospitality industry and its offerings.

The Director of Tourism is accountable for all aspects of the department's performance, including the total budget and the operations of both the Department of Tourism and the Gering Visitors Bureau. The Director is responsible for executing the long-term strategic plan of the City and the Bureau, while also addressing the immediate needs and requirements of Gering’s hospitality industry.

As a profit center, the Department of Tourism under the Director’s leadership contributes to its own funding by increasing hotel occupancy and sales tax revenues. This is achieved through hotel bookings and events/programs held at Gering’s tourism assets, which include the Gering Civic Center, Gering Civic Plaza, Five Rocks Amphitheater, Robidoux RV Park, Monument Shadows Golf Course, Dome Rock Diamonds, and Oregon Trail Ballpark.

Essential Functions:

Administration: Direct the Department of Tourism and Visitors Bureau, setting goals, objectives, and policies for the City of Gering/Gering Visitors Bureau.
Operations and Marketing: Oversee all administrative, operating, and marketing functions. Develop and implement an annual operating and marketing plan to promote Gering to various audiences.
Financial Management: Create financial reports and manage annual financial operations in accordance with City policies. Prepare and present the annual budget for funding allocation and approval.
Strategic Planning: Organize and oversee the implementation of the Visitors Bureau Strategic Plan, including planning programs, developing annual plans, monitoring budgets, and identifying performance measures.
Sales and Recruitment: Establish and implement strategies for convention/meeting sales and recruitment. Prepare and extend bids to secure new and repeat business.
Stakeholder Engagement: Maintain relationships with hotel management, merchants, attraction operators, restaurateurs, and their associations to promote tourism. Communicate effectively with City leaders, business and industry leaders, event planners, media, and the local tourism industry.
Representation: Represent the City/Bureau/Community at local, regional, and state associations, boards, and commissions. Advocate for tourism interests in legislative matters.
Community Involvement: Maintain contact with Gering merchants, assist in implementing shopping and dining incentives, and recruit and train volunteers and front-line employees as community ambassadors. Enhance local events and celebrations by providing marketing and promotional assistance.
Policy and Compliance: Develop and maintain effective organizational policies. Ensure all activities comply with established guidelines, laws, and ethical standards.
Sales and Marketing Strategies: Set goals for sales and marketing, develop strategies to increase email collections, and maintain visitor solicitation and service programs. Develop printed materials, social media content, advertising, and collateral to promote Gering.
Visitor Services: Design, implement, and track visitor fulfillment packets. Develop group tour business, including overnight accommodations.
Industry Knowledge: Stay informed about the convention and tourism industries, advertising, public relations, and sales methodologies.
Funding and Grants: Prepare and submit applications for external funding.
Additional Duties: Perform related duties and fulfill responsibilities as required.

Community Betterment and Economic Development Duties:

Five Rocks Amphitheater:

Act as the scheduling and contracting agent for the City of Gering.
Handle all inquiries, scheduling, contracting, and fee collection for events.
Coordinate with Parks and Recreation Supervisor on event needs.
Conduct site inspections and follow up after events.
Represent the facility in media inquiries and issue news releases as needed.
Provide year-end event reports to the City.

Downtown Revitalization:

Actively participate in Gering’s Downtown Revitalization Committee.
Pursue goals to improve downtown Gering as a visitor and convention destination.
Manage communications for the Committee, including meeting notices and information exchange.
Coordinate additional revitalization strategies and opportunities at the City Administrator's request.

Sports & Recreation Recruitment and Development:

Serve on the Recreation Committee for Leisure and Sports Recreation.
Coordinate bid proposals to recruit sports and recreational tournaments.
Assist in developing the Sports and Recreation Marketing Plan.

Peripheral Duties:

Research and write grant applications for economic development projects, including the expansion of the Gering Civic Center.
Represent the City/Bureau/Community and Gering Civic Center to potential hotel developers.
Assist Civic Center Management with marketing plans to attract new conferences, meetings, and events.
Assist in developing new websites.
Represent Gering CVB and the City on the Regional Economic Development Plan Committee.
Educate and inform residents about the renewal of Gering City Sales tax propositions every ten years.
Support sales tax collection efforts for street improvements and water/sewer infrastructure as needed.

Qualifications:

1. Education and Experience:

· Bachelor’s degree in Tourism, Marketing, Business Administration, Public Relations, Hospitality Management, Communication or a related field. Or equivalent experience.

· At least 3 years of experience in tourism management, destination marketing, or a related field.

· Proven track record of leadership and management.

· Experience in strategic planning, budgeting, and financial management.

· Experience in sales and marketing, particularly in tourism or event promotion.

2. Necessary Knowledge and Skills:

Strong leadership and organizational skills.
Excellent communication and interpersonal skills.
Ability to develop and implement strategic plans.
Proficiency in digital marketing and social media strategies.
Knowledge of the local, state, and national tourism markets.
Ability to establish and maintain effective working relationships with stakeholders, including business owners, community leaders, and government officials.
Strong analytical and problem-solving skills.
Self-starter and work independently.

3. Other requirements:

Ability to work flexible hours, including evenings, weekends, and holidays as needed.
Willingness to travel for industry events, conferences, and meetings.
Valid driver’s license.

Tools & Equipment Used:

· Standard office equipment such as computer, printer, and fax.

Physical Demands:

The physical demands outlined here represent those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform these essential functions.

· Manual dexterity required for operating office equipment.

· Ability to sit, stand, or walk for extended periods of time.

· Ability to lift and carry office supplies and equipment up to 25 pounds.

· Hearing abilities: hear normal conversation and telephone communication.

· Vision abilities: close vision and the ability to adjust focus.

Work Environment:

· Office setting with noise level usually quiet

· Occasional travel for meetings and site visits.

Supervisory Responsibility:

· None

Disclaimer:

This job description is intended to convey information essential to understanding the scope of the job and the general nature and level of work performed for individuals with this job title. However, this job description is not intended to be an exhaustive list of all qualifications, skills, efforts, duties, responsibilities, or working conditions associated with the position.

The job description does not constitute an employment agreement between the employer and employee and is subject to change by the employer as the needs of the employer and requirements of the job change.

City of Gering

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