Lethbridge Destination Management Organization Position Profile POSITION TITLE: REPORTS TO: Executive Director Lethbridge Destination Management Organization Board of Directors DATE: September 29, 2017 JOB SUMMARY The Executive Director reports to the Board of Directors and will work with the Board to develop a destination management organization for Lethbridge and implement the vision, direction and priorities established in the Lethbridge Destination Management Plan. The director provides strategic and fiscal leadership to the organization, advice and recommendations to the Board and collaborates with external stakeholders to develop and implement programs and services that attract visitors and enrich their experience of Lethbridge. Under the guidance of the Board of Directors, the Executive Director will work to deliver the Mandate and Purpose as outlined in the Terms of Reference and the Implementation Strategy approved by Lethbridge City Council. The Terms of Reference establishes the Board for the new entity, Lethbridge Destination Management Organization (LDMO). The Implementation Strategy outlines the process to move forward. LDMO MANDATE: To establish a destination management organization that provides direction and proactive leadership that encourages the private and public sectors to undertake programs and projects that will promote and foster growth related to the visitor experience in Lethbridge. LDMO PURPOSE: The purpose of the Board is to transition the Lethbridge visitor functions and services currently provided by Chinook Country Tourist Association (CCTA), Economic Development Lethbridge (EDL), and Lethbridge Sport Council (LSC) to a single destination development and management organization. This new organization will champion the implementation of the Vision, Desired Outcomes, Strategies and Priority Initiatives as outlined in the Lethbridge Destination Management Plan. RESPONSIBILITIES: Core Start up Responsibilities Provide proactive support to the Board in developing a single, unified destination management organization. Responsible for all startup activities required in the establishment of LDMO including banking and legal requirements, financial viability, and staffing, 1
Following the Implementation Strategy, work with the Board to develop and execute a transition plan to assume specific functions and services from existing community tourism partners, which may include: Contracts Leases Transfer of assets Fee-for-service agreements Responsible to develop and institute a comprehensive strategy for approval by the Board to establish the structure, objectives, and staffing requirements of the organization, including: Policies and procedures Organizational charts Job descriptions Pay and benefit structures and required systems Participate with the Board to set the strategic direction to develop a four-year business plan. Formulate and recommend to the Board, a strategic direction through a four-year Business Plan aligned with the City s operating budget cycle. Core Ongoing Responsibilities Manage the daily operations of LDMO and provide effective strategic and operational leadership, including mentorship and performance feedback for staff. Provide effective and timely support to the Board. Responsible for the initiation, coordination, and implementation of visitor programs in general for Lethbridge. Ensure strategies, projects and initiatives align with the direction of the Board and the Lethbridge Destination Management Plan. Lead the ongoing business planning process. Seek out and attract possible alternate and/or additional funding resources; maximizing resources. Prepares operating budgets for consideration and approval by the Board, monitoring expenditures to ensure approved budgets are followed. Monitor and report on progress of the strategic plan on a regular basis. Ensure compliance with all legal and regulatory requirements. Mitigate risk to the organization in all areas of finance and operations. Plan and execute the organizational plan and appropriate staffing. Ensure effective project management of all campaigns and projects to produce on time, on budget results. 2
Identify and foster relationship with stakeholders and all levels of government to support and further the LDMO Mandate and Purpose. COMMUNICATIONS Serve as the chief public spokesperson and ambassador for the organization. Represent Lethbridge and the organization at industry functions as required. Develop strong relationships with local, national, and international media. Ensure effective and consistent use of all available media, such as web sites, brochures, press releases, events, etc. COMMUNITY ENGAGEMENT This position maintains a positive and effective working relationship with internal and external stakeholders to achieve the strategic direction of the organization, and requires excellent interpersonal skills to successfully engage the community in moving Lethbridge forward as a destination of choice. Internal Stakeholders Board of Directors reporting, information, approvals Staff establish relevant policies and procedures, and ensure a productive working environment while maintaining and respecting employee s health, well-being, and desire for individual growth, achievement, and development. External Stakeholders Lethbridge Community and Businesses - promote alignment, support and coordination amongst the Lethbridge community members and business to further the mandate and purpose of LDMO. Government and Public Interests promote the alignment and creates support for the LDMO mandate and purpose. GENERAL MANAGEMENT Sole liaison with the Board of Directors. Solely accountable to the Board for the fulfillment of organizational strategy, goals and objectives. Provide the Board of Directors with sufficient background and data to support strategic direction and policy decisions. Utilize the skills of the Board members in committee work to develop recommendations to present to the full Board of Directors. Provide the Board and committees with the financial reports and related information on a timely manner and as necessary, to assist them in performing their role as the Board. As required, develop formal agreements with external entities. 3
COMPETENCIES AND SKILLS Advanced strategic thinking to develop and execute plans that align with the organizational Mandate, Purpose and the Lethbridge Destination Management Plan Knowledge of the tourism industry and the respective roles of the public and private sector Strong systems-thinking skills to comprehensively understand all factors and impacts implementing programs and services, and mitigate risk Collaborative relationship-building and networking skills to successfully engage stakeholders at all levels Ability to develop and maintain strong working relationships with the Board of Directors and key stakeholders. Strong team orientation in providing direction, mentorship, and proactive feedback Advanced organizational competencies to identify and prioritize action plans, and track progress from concept to completion. Self-starter with a high level of motivation Excellent communicator, both written and verbal; effective presentation skills Political acumen EXPERIENCE Post-secondary degree or diploma preferred in tourism, business, marketing or a related area. A combination of education and experience may also be considered. A minimum of five years senior leadership experience in the tourism industry and its related activities, including budget development and fiscal management. Previous leadership experience in the establishment of a new organization and/or Board development. Proven ability to develop and maintain strong working relationships with the Board of Directors and key stakeholders. Previous leadership experience supporting an organization requiring the development of community support, and involvement of a wide range of stakeholders and partners. Proven track record in successfully planning and implementing programs and services that enhance experiences. Sound knowledge of best business practices and operations. Record of accomplishment in innovative outreach strategies. Significant experience in creating key performance indicators and instituting regular progress reporting. Successful experience in public relations and working with the media. INTERPERSONAL SKILLS This position requires excellent interpersonal skills to successfully build alliances with partners to achieve consensus/ agreement of others. Key interpersonal skills required include listening and communicating effectively, negotiation, diplomacy, conflict resolution skills and the ability to remain calm under pressure and during stressful situations. 4
ENVIRONMENT The travel and tourism industry is constantly evolving and requires continuous scanning of the environment to maintain an in-depth knowledge of innovations in new marketing trends, tourism products and opportunities. Travel and tourism marketing is global and works within complex market dynamics including culture, language, regulatory structures, outlooks to purchasing online, distribution systems, travel behaviour and booking trends. It is essential to maintain a deep understanding and knowledge of the visitor/tourism economy and marketing environments to maximize opportunities for product development and partnership activities. WORKING CONDITIONS Works in an office environment; hours of work may vary and include some evenings and weekends. There is a requirement for some travel, i.e. attending travel trade shows, conferences, etc. The City of Lethbridge will provide liaison and advisory services. RESULTS The new organization is established and functioning; visitor functions and services are integrated, and policies and procedures are in place. LDMO is seen as the leader for visitor and tourism services in Lethbridge, facilitating optimal visitor experiences, increasing visitation to Lethbridge for all market segments. LDMO in partnership with the tourism industry and partners, is focused on collaboratively implementing the vision, direction and priorities outlined in the Lethbridge Destination Management Plan. 5