Associate Vice President of Guest Experiences
Description
JOB SUMMARY
The Associate Vice President of Guest Experiences (AVPGE) oversees the day-to-day park operations at the Dallas Zoo, including revenue-generating functions such as admissions, parking, rides, and attractions. This position is key in developing and implementing seasonal attractions, exhibitions, and events that help to support the Dallas Zoo’s mission of “Engaging People and Saving Wildlife.” The AVPGE helps ensure high-quality guest experiences and park aesthetics are delivered consistently. It also serves as a liaison to the Zoo’s food, beverage, and retail provider, Services Systems Associates, Inc. (SSA), to ensure core values for guest experiences are aligned, communicated, and consistently implemented throughout the Zoo. This role is instrumental in developing strategic initiatives and planning tools that help generate new revenue streams, train and develop staff, improve technology, and enhance operational efficiencies.
This position reports directly to the Chief Operating Officer and collaborates with leadership across multiple functions to ensure the Dallas Zoo can deliver the Best Day Ever guest experience.
SPECIFIC DUTIES AND RESPONSIBILITIES
• Research, develop, implement, and measure new and existing revenue-generating experiences throughout the park (e.g., Carousel, Train, Giraffe Feeding, Birds Landing, VR Theater) and other future guest offerings.
• Ensure seasonal attractions, experiences, and events are properly executed in collaboration with key stakeholders and in alignment with strategic initiatives (e.g., Zoo Lights, Safari Nights, Destination Dinosaurs).
• Monitor and evaluate dynamic pricing strategies and operational practices to maximize budgeted goals for admissions and in-park revenue.
• Oversee the development and implementation of ticket bundle packages and staff sales training to optimize revenue opportunities.
• Ensure overall park aesthetics are consistently maintained at a high level to achieve a lasting first impression and unique immersive experiences.
• Establish operational standards and training programs that are monitored and reinforced through regular park audits and feedback mechanisms.
• Develop solutions and service recovery initiatives to improve guest satisfaction and net promoter scores.
• Provide and promote leadership, training, and accountability across the Guest Experiences department.
• Work collaboratively across various Zoo departments to ensure consistent delivery of Best Day Ever experiences.
• Communicate and align guest experience core values with SSA leadership to ensure the daily delivery of high-quality guest offerings and revenue performance.
• Develop and implement consistent guest service procedures and best practices for daily park operations, utilizing new and existing technology when applicable.
• Prepare and monitor annual budgets and analyze revenue and expenses to ensure they are aligned with fiscal targets and expectations.
• Oversee resources and staffing to adapt to the dynamic needs of a year-round operation with varying attendance levels, ensuring seamless park operations and exceptional service delivery.
• Analyze and monitor guest survey feedback to ensure key metrics align with benchmark performance goals.
• Address guest concerns and respond to inquiries with the Director of Guest Services as needed.
• Participate in Zoo initiatives, internal and external committees, and special events.
• Provide updates and presentations to park staff, board members, and community stakeholders.
• Ensure staff compliance and adherence to operating standards, procedures, protocols, safety guidelines, and environmental and regulatory requirements.
• Support conservation and sustainability efforts throughout the park.
• Other duties as assigned.
QUALIFICATIONS
• A Bachelor’s Degree in Hospitality, Business Administration, or a related field is preferred.
• Must have at least five years’ experience in guest services or hospitality management in a high-volume, revenue-generating, guest-focused operation. Operating experience in an accredited zoological park, amusement park, or family entertainment center is a plus.
• Must have a proven record of developing & managing revenue-generating attractions and experiences.
• Must have strong leadership skills & experience in effectively managing large teams.
• Must effectively communicate and collaborate with key Zoo leaders and partner organizations.
• A strong knowledge of web-based Point of Sale (POS) system operations is essential. Experience with the Zoo’s current POS system (Tessitura) is highly desired.
• Ability to remain calm in emergencies, gather information, and respond appropriately.
• Ability to effectively supervise staff and daily work activities as needed.
• Ability to multi-task.
• Ability to work flexible shifts, including weekends and evenings, when required.
• Ability to work indoors and outdoors with exposure to cold and heat.
• Ability to work as a team member and independently as needed.
• Must have excellent communication skills, both oral and written.
• Must have a valid driver’s license.
• Must be able to walk, stand, sit, kneel, stoop, crawl, twist, reach above head, pull, bend, climb stairs and ladders, and lift/carry 50lbs.