Working at Highland:
We are proud to be absurdly people-focused. To support the physical, mental, and financial health of our team, we have a wide range of benefits offerings including health, dental, vision, company-paid life insurance, no-cost mental health and financial services, paid time off, paid holidays, free beer and so much more!
Compensation: $70,000 - $75,000/year with bonus opportunity
The Event Manager leads Highland Brewing's Events Team and is responsible for the strategic growth, sales performance, planning, execution, and overall success of Highland's private and public events portfolio. This role ensures every event reflects Highland Brewing's commitment to exceptional hospitality, authentic community engagement, and memorable guest experiences.
The Event Manager oversees revenue-generating private events including weddings, corporate gatherings, nonprofit fundraisers, retreats, and social celebrations, while also leading the planning and execution of public events such as our Cold Mountain and Lunar New Year festivals, other seasonal celebrations, concerts, community gatherings, and brand-building experiences.
This position combines leadership, sales strategy, operational excellence, financial accountability, and cross-functional collaboration to achieve event revenue goals, strengthen Highland's position as a premier destination venue, and create experiences that delight guests while supporting business objectives.
The Event Manager reports directly to the Guest Experience Director and leads Highland's Events Team, which currently includes Weddings and Corporate Sales Managers, Venue Coordinators, Music Programming, and AV Production resources.
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Lead the vision, strategy, growth, and execution of Highland Brewing's private and public events portfolio.
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Develop and implement annual event goals aligned with company objectives and revenue targets.
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Continuously evaluate event offerings, pricing, packages, and guest experiences to maximize profitability and market competitiveness.
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Identify opportunities to expand Highland's event business through new partnerships, programming, and venue utilization strategies.
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Maintain awareness of hospitality, venue, wedding, corporate event, festival, and tourism industry trends.
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Oversee the sales, booking, planning, and successful execution of weddings, corporate events, nonprofit fundraisers, retreats, celebrations, and other private functions.
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Partner with the Events Team to achieve/exceed private event revenue goals.
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Support venue tours, client consultations, proposal development, contract negotiations, and relationship management.
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Maintain working knowledge of venue pricing, policies, contracts, and event offerings.
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Ensure exceptional client service throughout the sales and planning process.
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Cultivate relationships with planners, vendors, corporate clients, nonprofit organizations, and community partners.
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Lead planning and execution of Highland's public event calendar, including signature events such as our Cold Mountain Festival and other brewery-hosted experiences.
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Collaborate with Marketing, Taproom Operations, Production, and Community Relations teams to maximize attendance, guest satisfaction, and profitability.
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Develop event concepts that strengthen Highland's brand presence and community engagement.
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Evaluate event performance using attendance, guest feedback, operational metrics, and financial results.
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Recruit, train, coach, and develop a high-performing Events Team.
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Foster a culture of accountability, inclusivity, collaboration, professional growth, and guest-focused service.
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Conduct regular one-on-one meetings, performance evaluations, coaching conversations, and development planning.
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Establish clear goals and performance expectations for team members.
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Support succession planning and talent development within the department.
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Develop, manage, and monitor annual event budgets in partnership with the Guest Experience Director and Finance Team.
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Maintain accountability for event profitability, labor management, and departmental expenses.
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Review event financial performance and implement strategies to improve revenue and operational efficiency.
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Oversee payroll, forecasting, reconciliation, and reporting processes for the department.
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Identify capital improvement opportunities that support venue growth and guest experience enhancements.
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Ensure seamless communication and coordination between clients, vendors, internal departments, and event staff.
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Oversee event timelines, floorplans, BEOs, staffing plans, and operational logistics.
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Support scheduling and deployment of venue staff, ambassadors, entertainment, and technical production resources.
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Serve as a leader during events, providing operational oversight and troubleshooting when necessary.
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Assist with hands-on event support as needed, including venue setup, vendor coordination, beverage service support, and guest experience management.
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Maintain the appearance, functionality, and readiness of Highland's event venues.
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Develop and maintain strong relationships with preferred and prospective vendors.
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Coordinate vendor showcases, networking opportunities, and appreciation events.
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Work closely with Facilities and Operations teams to identify venue maintenance and improvement needs.
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Ensure vendor compliance with venue policies and operational standards.
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Analyze event data, sales activity, guest feedback, and market trends to drive decision-making.
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Review event recaps and post-event evaluations with the Events Team.
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Utilize insights to improve event performance, guest satisfaction, operational efficiency, and sales conversion.
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Maintain accurate records, reporting, forecasting, and event documentation.
This role works closely with multiple departments to ensure event success and alignment with Highland Brewing's goals:
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Marketing: Event promotion, advertising, social media, website content, ticket sales strategy, sponsorships, and merchandise opportunities.
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Taproom Operations: Staffing plans, guest flow, service execution, and operational readiness.
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Facilities: Venue maintenance, improvements, and event infrastructure.
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Brewing & Innovation: Specialty beers, event collaborations, and unique guest experiences.
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Finance: Budget management, forecasting, reporting, and financial performance review.
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Leadership Team: Strategic planning, business development, and long-term venue growth initiatives.
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High school diploma or equivalent required.
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Bachelor's degree in Hospitality, Event Management, Business, Marketing, or a related field preferred.
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5+ years of event management, hospitality, venue management, or related leadership experience preferred.
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Demonstrated experience managing both private and public events.
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Experience leading teams and managing departmental performance.
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Experience with budgeting, forecasting, and revenue accountability preferred.
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Strong leadership and people-development skills.
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Exceptional organizational and project management abilities.
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Proven ability to manage multiple projects and priorities simultaneously.
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Strong business acumen and financial management skills.
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Excellent communication, negotiation, and relationship-building capabilities.
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Highly adaptable with the ability to remain calm and solution-focused in dynamic environments.
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Strong attention to detail and commitment to operational excellence.
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Working knowledge of hospitality and event industry best practices.
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Knowledge of North Carolina alcohol regulations and responsible beverage service practices.
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Passion for hospitality, community engagement, and creating memorable guest experiences.
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Typical schedule consists of approximately 40+ hours per week.
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Primarily office-based with frequent movement throughout brewery and event venues.
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Regular evening, weekend, and holiday work is required based on event schedules.
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Must be able to lift and move up to 30 pounds occasionally.
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Must be able to stand, walk, bend, and move throughout event spaces for extended periods.
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Ability to work indoors and outdoors in varying weather conditions.
Employment with Highland Brewing Company is at-will. Employment may be terminated by either the employee or Highland Brewing Company at any time, with or without notice and with or without cause, subject to applicable law.
