Sales Coordinator - State Farm Stadium

POSITION:           Sales Coordinator

DEPARTMENT:  Sales

REPORTS TO:     Director, Sales

FLSA STATUS:    Exempt

LEGENDS GLOBAL

Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated solution of premium services that keeps our partners front and center through our white-label approach.

Our network of 450 venues worldwide, hosting 20,000 events and entertaining 165 million guests each year, is powered by our depth of expertise and level of execution across every component — feasibility & consulting, owner’s representation, sales, partnerships, hospitality, merchandise, venue management, and content & booking — of world-class live events and venues.

The Legends Global culture is one of respect, ambitious thinking, collaboration, and bold action. We are committed to building an inclusive workplace where everyone can be authentic, make an impact, and grow their career.

Winning is an everyday thing at Legends Global. We have the best team members who understand every win is earned when we come together as one unified team. Sound like a winning formula for you? Join us!

Summary

The Sales Coordinator focuses on prospecting, selling, and supporting the development of sales strategies to book private events at State Farm Stadium. Responsibilities will include prospecting and facilitating interactions with local, state, and nationwide contacts to support the overall sales efforts of the department. This position proactively responds to leads and cultivates relationships with clientele through site visits, participation in local/national events and trade shows, and daily email or in-person interactions. The Sales Coordinator participates in the development of marketing materials and sales collateral as well as supports the sales efforts and negotiation of agreements with clients under the general direction of the Director of Sales.

Essential Duties and Responsibilities

• Revenue Generation & Sales Strategy – Proactively seek and secure event bookings through outbound prospecting, networking, and industry event participation. Utilize a consultative sales approach to maximize revenue and achieve or exceed assigned sales targets.
• Prospecting & Lead Qualification – Research and identify potential clients across all target market segments, including corporate meetings, social events, SMERF markets, and high-profile accounts. Qualify leads to ensure alignment with stadium event space capabilities and business objectives.
• Client Engagement & Relationship Management – Serve as the primary point of contact for clients from initial inquiry to event execution. Build and maintain strong relationships with corporate clients, event planners, local industry organizations, destination management companies (DMCs), and third-party planners to drive repeat business.
• Event Booking & Sales Execution – Respond to inbound inquiries, conduct site visits, create tailored proposals, and finalize agreements for all private events.
• Site Visit Planning & Execution – Develop engaging on-site experiences that showcase stadium event spaces, incorporating customized routes, catering tastings, and marketing collateral. Support leadership in hosting prospective clients and key stakeholders.
• CRM & Sales Pipeline Management – Maintain accurate records of client interactions, sales activities, and revenue tracking in the CRM/booking management system. Ensure all follow-ups, reporting, and pipeline updates are completed efficiently.
• Sales Initiatives & Industry Engagement – Represent the stadium at trade shows, client meetings, and industry networking events. Assist in organizing and executing off-site sales initiatives, including travel coordination.
• Booking Calendar Administration & Non-Revenue-Generating Events Reporting & Compliance – Oversee the stadium’s private event booking calendar, ensuring accurate and efficient scheduling of all stadium activities.
• Manage scheduling and contracting, as required, for non-revenue-generating activities, including tenant activities, internal staff and partner trainings, and in-house stadium events.
• Work closely with stadium operations to ensure logistical needs, staffing, and resources are aligned with the event schedule.
• Develop and maintain a system for tracking, reporting, and analyzing booking trends to support sales and strategic decision-making.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill, and/or ability required.  Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Education and/or Experience          

• Bachelors’ Degree from an accredited college or university with major course work in marketing or communications.
• A minimum of one year of related work experience in hospitality and tourism or events.
• An equivalent combination of education and relevant work experience.

Skills and Abilities     

• Professional approach that represents Legends Global and State Farm Stadium in an exemplary manner.
• Knowledge of the hospitality industry and specifically the local and regional market.
• Understanding of booking patterns, trends, high demand times, and events in the market.
• Able to conduct research and understand demand generators, new business sources, and how to utilize the internet as a prospecting tool.
• Involved in the community and able to effectively network. Develop valuable business relationships that result in additional sales and new customers.
• Able to develop effective sales strategies to counter the competition.
• Able to meet/exceed expectations for prospecting calls, appointments, presentations, proposal and closes.
• Research each customer’s business, hospitality needs, identify who to talk to and how to get sales closed.
• Exercise creativity, discretion, and independent judgement in determining how to assemble an event to suit each customer’s taste.
• Develop solutions to any cost concerns and resolve any challenges or problems.
• Aggressively engage in creative networking, uncovering and cold calling prospective clients to generate activity for future business.
• Account management.
• Focused on the ability to achieve customer satisfaction.
• Reliable transportation daily.
• Qualified candidates must possess superior organizational skills and be able to function in a fast-paced, multi-task setting.
• Individuals must possess excellent listening, oral and written communication skills, as well as negotiation and closing skills.
• Use of analytical skills to identify and improve performance and execution will be necessary.
• Identify and resolve problems in a timely manner.
• Plan, organize, and implement projects and tasks within an allotted timeframe.
• Work with others in a professional manner while attempting to achieve a common goal.
• Must have a working knowledge of the following Microsoft Office programs: Word, Excel, PowerPoint, Outlook and have internet research skills. Knowledge of booking software is a plus, but not required.

Computer Skills

To perform this job successfully, the individual should have at least intermediate computer skills.

WORKING CONDITIONS

Location: On-site – 1 Cardinals Dr., Glendale, AZ 85305

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Light office duties and activities, to include, but not limited to the use of a computer, calculator, telephone and other office equipment.
• Some extensive walking.
• Occasionally long periods of standing.
• Significant local travel for outside sales calls; may require some travel outside the local area.
• The work involves some exposure to extreme temperatures.

NOTE

The essential responsibilities of this position are described under the headings above. They may be subject to change at any time due to reasonable accommodation or other reasons. Also, this document in no way states or implies that these are the only duties to be performed by the employee occupying this position.

Legends Global is an Equal Opportunity/Affirmative Action employer, and encourages Women, Minorities, Individuals with Disabilities, and protected Veterans to apply. VEVRAA Federal Contractor.