Director of In-Park Revenue
Location: 4750 Whitehall Rd, Muskegon, MI 49445 Property: Michigan's Adventure
Reports To: Park President
Position Overview
At Michigan's Adventure, we create fun-filled memories that last a lifetime. From thrilling rides to immersive water attractions and unique resort experiences, our park brings together excitement, connection, and tradition for families and guests.
The Director of Revenue is responsible for leading all Food & Beverage, Retail, Games, Outside Vendor/Concessionaire, Warehouse, and IT strategies at the property level to drive attendance, revenue, and the guest experience. This role translates enterprise strategy into localized execution while ensuring alignment between financial performance and the guest experience.
As a key member of the park leadership team, the Director partners closely with Operations and Corporate Food & Beverage to deliver results, elevate the guest experience, and support long-term growth across the Enchanted Parks portfolio.
Key Responsibilities
- Develop and execute a comprehensive, data-driven Food & Beverage and Retail strategy to increase attendance, revenue, profitability, and guest satisfaction.
- Partner with Marketing & Group Sales to grow and enhance our catering program
- Oversee the supply chain team at our Central Receiving Warehouse
- Lead all Food & Beverage functions including culinary, menu creation, pricing, sanitation, and daily operations.
- Oversee the development of seasonal events and associated food, beverage, and retail products
- Utilize data, analytics, and daily operation data to evaluate venue performance, optimize staffing, and improve EBITDA and guest satisfaction
- Partner with park operations and other park leadership teams to align Food & Beverage and Retail initiatives with operational delivery and overall guest experience
- Collaborate with corporate leadership to support new attractions, offerings, and guest experience enhancements based on consumer trends and insights
- Recruit, develop, and lead high-performing teams across Food & Beverage, Retail, Supply Chain and IT.
- Foster a culture of innovation, accountability, and continuous improvement
Qualifications
- Bachelor's degree in Business, Hospitality, Operations Management, or related field
- 8–12+ years of progressive experience in F&B, retail, or related leadership roles
- Experience in amusement parks, hospitality, resorts, or tourism industries preferred
- Proven track record of driving revenue growth, product innovation, Cost of Goods and Inventory control, and labor management
- Strong leadership experience managing cross-functional teams
- Data-driven mindset with experience in analytics, reporting, and performance optimization
- Excellent communication, organizational, and project management skills
Key Competencies
- Strategic thinking and execution
- Leadership and team development
- Food & Beverage and Retail integration
- Data analysis and decision-making
- Communication and cross-functional collaboration
- Innovation and problem-solving
Performance Metrics
- Cleanliness and safety of operations
- Attendance and revenue growth
- Food & Beverage and Retail KPIs including per cap, transactions per guest, average transaction value
- Third-party and state health department inspection compliance
- EBITDA goals, including Revenue targets, COGS targets, Labor %, and Inventory control
- Guest satisfaction
Work Environment & Expectations
- Ability to work a flexible schedule including weekends, holidays, and peak operating periods
- Regular on-site presence to support operations, events, and guest experience initiatives
Why Join Enchanted Parks
At Enchanted Parks, you're not just leading the team, you're helping create the moments guests remember for a lifetime. This position plays a key role in shaping the guest experience at Michigan's Adventure.