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Vice President
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Regina, Canada Regina Exhibition Association Ltd Full time**Vice President - Revenue, Experience & Event Delivery** Regina, SK | Executive Leadership | Full-Time REAL (Regina Exhibition Association Limited) is seeking a visionary, results-oriented executive to join our leadership team as **Vice President - Revenue, Experience & Event Delivery (VP, REED)**. This is a high-impact role for a dynamic leader who...
Vice President
3 weeks ago
The Vice President, Revenue, Experience & Event Delivery (VP, REED) is a bold, entrepreneurial executive leader at Regina Exhibition Association Limited (REAL), charged with aggressively growing revenue and elevating guest experiences across one of Canada’s most dynamic event campuses. This is a high-impact, outward-facing role for a business builder — someone who thrives on identifying growth opportunities, strengthening partnerships, and delivering results through world-class events and guest-centric operations. The VP leads from the front, owning the full event and revenue lifecycle from strategy to execution.
Reporting directly to the President & CEO, the VP of REED provides leadership and strategic oversight to five key portfolios: Operations, Events, Tenant Relations, Sponsorships & Corporate Partnerships, and Marketing & Communications. Through the Directors leading these areas, the VP ensures seamless coordination across venue operations and event execution including site readiness, infrastructure, safety protocols, guest logistics, post-event analysis, ongoing site maintenance, and capital improvements. This also includes event programming and planning, brand development and guest engagement, partnership strategy and activation, and oversight of REAL’s tenant relations portfolio to ensure strong collaboration, service alignment, and long-term success with campus tenants.
The VP is also responsible for overseeing REAL’s food and beverage service delivery through the Levy/Compass Group partnership, ensuring contract performance, service innovation, guest satisfaction, and alignment with REAL’s strategic and operational objectives.
This role is both strategic and hands-on. The VP is accountable for delivering ambitious yet sustainable revenue targets, leading budgeting and forecasting for all event-related portfolios, and translating guest expectations and market trends into innovative formats and experiences. The VP oversees all major event planning cycles and is responsible for establishing and reporting on key performance indicators related to revenue, guest satisfaction, operational success, and brand engagement.
**Organizational Context**:
REAL is Saskatchewan’s largest and most versatile interconnected event complex, stewarding iconic venues such as Mosaic Stadium, Brandt Centre, the Viterra International Trade Centre, and more. With thousands of events hosted annually - from hockey practices to concerts - and a bold vision for growth and transformation, we’re shaping the future of entertainment, sport, and business in Saskatchewan.
REAL is in a bold phase of transformation, focused on modernizing event experiences, diversifying revenue, and increasing the impact of our facilities and services on Regina’s economy and cultural identity. The VP of REED plays a vital leadership role in delivering that transformation.
**What You’ll Do**:
**Strategic Revenue Growth**
- Champion a high-performance revenue culture by supporting clear target-setting, pipeline strategy, and long-term revenue planning.
- Develop and execute REAL’s integrated strategy to grow revenue across events, rentals, sponsorships, guest services, and premium offerings.
- Oversee sales strategies, pricing models, and partner development initiatives that strengthen long-term financial sustainability.
- Lead business innovation efforts to diversify event offerings, maximize campus utilization, and position REAL as a premier destination for entertainment, sport, and business gatherings.
- Set clear sales targets across event segments and guide pipeline development to support sustained growth and long-term profitability.
- Serve as a key external ambassador and lead negotiator with promoters, agencies, brands, and rights-holders to secure high-value business.
**End-to-End Event Experience and Delivery**
- Serve as the executive lead responsible for the full lifecycle of events - from business development and marketing through to day-of execution and post-event review.
- Provide operational leadership through the Director, Asset Protection & Deliverables, over all venue and facility operations - including arena programming, site conversions, OH&S, custodial, security, and parking services - as well as capital improvements and long-term maintenance planning that support REAL’s operational readiness and guest experience.
- Ensure every event meets REAL’s standards for safety, service, efficiency, brand alignment, and guest satisfaction.
- Champion innovation in how events are imagined, programmed, staffed, and experienced.
- Leverage operational performance and service delivery as competitive advantages to drive repeat business, elevate client satisfaction, and strengthen REAL’s market reputation.
**Marketing, Brand, and Guest Engagement**
- Oversee the development and execution of REAL’s marketing and communications strategies to drive attendance, awareness, and brand equity.
- Align guest engagement strategies across campaigns, pl
