Significant Points
A destination marketing organization (DMO), also commonly referred to as a convention and visitors bureau (CVB), is a city’s or destination’s primary marketer to visitors. Visitors can be tourists or business travelers who come for meetings and conventions. DMOs work closely with meeting planners to bring large events to their areas.
Nature of Work
A DMO convention sales manager is responsible for marketing a destination to groups for conferences/meetings, special events, sports/teams and group sales. The convention sales manager works closely with area hotels, venues, facilities and community leaders to prepare bid proposals for selected meetings or events. A successful sales manager is service-oriented, highly motivated and organized.
Job responsibilities may require the sales manager to:
- Market the DMO within assigned market segments.
- Take a leadership role in working with local hotel and venue partners in selling the assets of the DMO.
- Plan and attend industry tradeshows, sales blitzes and events with travel partners.
- Coordinate details of meetings, such as solicitation of vendors, program development, housing coordination, event layout, menu planning, decoration, event set-up, purchasing, pre-registration, check-in and event tracking.
- Establish and maintain positive relationships with area hotels, venues, local officials and regional, national and international organizations and associations.
- Prepare comprehensive bid proposals, as required by potential customers.
- Stay up-to-date on industry best practices, standards and benchmarks by reading publications and attending continuing education classes.
- Develop qualified sales leads for the hotels, and track the status of those leads.
- Make personal bid presentations to meeting planners, as required.
- Conduct site inspections of venues with planners who represent definite potential for business.
- Work closely with the communications department to ensure proper press coverage and visibility for secured business when appropriate.
- Assist in the development of marketing brochures and collateral sales material.
Training, Other Qualifications, and Advancement
On average, a convention sales manager has at least two years of progressive sales experience within the hospitality, meetings or events field. In addition to work experience, most DMOs require an associate’s degree, and some require a bachelor's degree. A job applicant must possess a proven track record of excellent communication and leadership skills, along with a high level of initiative. Demonstrated sales success in the hospitality industry and a working knowledge of computer systems and related software applications are preferred. Ability to travel and availability to work evenings and weekends are required.
Earnings
Based on the Destination Marketing Association International’s 2008 Compensation & Benefits Survey, the average base compensation for a convention sales manager is $48,550, and the average total compensation is $53,790. Total compensation represents the sum of fixed salary, performance-based cash compensation and transaction-based cash compensation. All figures are averages (means).
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