Vice President, Retail & Attractions

Summary: The Vice President, Retail & Attractions will have P&L responsibility for developing and managing all retail, attractions, and related activities across Great Wolf’s portfolio of lodges. He/she will maximize the value proposition for the guest to ensure satisfaction and repeat visitation, which will result in employee (Pack) retention, profitability and process optimization.

This individual will oversee Retail & Attractions product design and development, Retail & Attractions property operations and development of future Retail & Attractions concepts. Further, this individual will manage retail stock levels and attractions safety and compliance. This executive will be responsible for planning, shaping, and supporting and enhancing the customer experience through the conceptualization and development of on-site Retail & Attractions strategy.

Great Wolf Resorts believes there is significant opportunity to increase incremental on-site revenues through this deepened focus on opportunities in Retail & Attractions. By applying a strategic approach to creating new revenue streams (e.g. make vs. buy vs. partner), Great Wolf believes it has an opportunity to increase incremental revenue more quickly than just growth in room RevPAR.

Examples of current attractions this role will oversee include arcades, MagiQuest and Clubhouse Crew interactive games, bowling alleys, ropes courses and climbing walls. Retail is comprised of general merchandise outlets, attractions/lodge thematic support outlets, and category outlets that collectively carry products appealing to all demographics of Guests. Beyond current resort offers, the role will oversee future/potential product development opportunities such as trampoline parks, virtual reality attractions, photo offers and excursions outside the resort (the latter likely in partnership with local, third-party operators).

The role will also oversee the Entertainment function, which programs kids’ experiences in the lodges including seasonal programming and standard programming. Examples of Entertainment programming include story time, dance party, kids crafts, Yoga Tails, Howl-o-ween, Snowland, Summer Camp-In, etc.

Responsibilities:

• Develop and ensure operational implementation of overall strategic plan for Retail & Attractions (R&A) and Entertainment
• Drive performance management (Revenue, Capture, AUR, UPT, ProfitPOR, COS, and EBITDA) for the R&A businesses
• Working in collaboration with brand, marketing and consumer insights, define and identify overall guest experience strategies related to R&A shaped by innovations in the marketplace across all industries.
• Develop guest and Pack strategies and experiences that ensure customer satisfaction and growth in NPS/eNPS.
• Provide guidance and leadership to the following corporate and operational teams: Attractions (arcades, rope courses, bowling, etc.), Retail (Buckhorn Exchange, Build a Bear, Candy Store, Magiquest, Paddle Bay) and Entertainment (Kids Experience)
• Provide input to the Marketing and Sales organization to develop the sales, pricing, merchandising and marketing for the Paw Pass R&A bundle as well as specific R&A pricing, bundling options, front line sales training, tracking and contests.
• Provide leadership and guidance to the layout of R&A spaces to optimize guest flow in new build and conversions related to commerce activities, coordinating input and synergy with other LOB’s.
• Drive the development of R&A and Entertainment experiences, ensuring necessary concept replacements of any space and/or existing experience.
• Evaluate partnerships with third-party partners for R&A partnerships and make both short-term and long-term recommendations

• Bachelor’s degree in Business, Marketing, Retail or a related field
• At least 10 years’ experience and prior senior-level leadership experience with P&L responsibility in a high growth multi-unit environment in a related industry
• Experience opening new retail and/or attractions outlets and properties in a multi-unit environment
• High impact, dynamic, visionary leadership skills, with a record of achieving results individually and through others
• Strategic thinking and creative ability with proven ability to achieve plans
• Experience “re-concepting” existing businesses as well as growing new concepts
• Excellent communication skills, ability to translate ongoing strategic market vision into sound operating business plans and processes
• Strong influencing and relationship skills
• Passionate customer service and “guest experience” orientation with an affinity for family brands

• MS/MBA preferred
• Previous experience working in a similar resort, gaming, cruise, theming, entertainment or hospitality industry