Director of Events

Position SummaryThe Director of Events leads the creative vision, execution strategy, and operational oversight of all One Knoxville-hosted events, with a primary focus on matchday atmosphere, brand amplification, and fan engagement.This role transforms home matches into premium live entertainment experiences. The Director oversees event production, experiential marketing integration, and event logistics through direct management of the Events Manager and Events Coordinator.This position balances creative leadership with disciplined execution, ensuring entertainment excellence while maintaining operational integrity. In the USL environment, where differentiation drives growth, this leader ensures that every home match feels like a must-attend cultural event - not just a soccer game. The role blends live production, fan engagement strategy, stadium operations oversight, and revenue optimization to elevate brand recognition and deepen community connection.Direct ReportsEvents ManagerEvents CoordinatorPart-time Event Staff (indirect oversight)Game Presentation & Entertainment Contractors (dotted line)Core MandateElevate matchday into a signature entertainment product while ensuring consistent, scalable event execution across all stadium programming.Primary Responsibilities1. Strategic Event & Entertainment LeadershipDevelop and implement the club's annual matchday entertainment strategy.Create a cohesive in-stadium brand experience aligned with marketing and ticketing campaigns.Establish entertainment standards, production templates, and programming guidelines.Approve all event concepts, theme nights, and large-scale activations.2. Oversight of Event ExecutionSupervise the Events Manager in planning and executing all home matches and third-party events.Provide direction and oversight of the Events Coordinator's performance in logistics, timelines, and vendor management.Review run-of-show documents and production timelines for all major events.Lead post-event evaluations and continuous improvement planning.3. Matchday Production & AtmosphereOwn overall show flow including:Pre-match build-upIn-game entertainment elementsHalftime programmingSponsor activationsPost-match engagementEnsure ESPN+ broadcast integration aligns with entertainment execution.Curate supporter group collaboration to enhance organic stadium energy.4. Sponsorship & Revenue IntegrationPartner with Corporate Partnerships to design high-impact sponsor activations.Ensure premium hospitality areas reflect elevated brand standards.Develop experiential assets that increase partner value and retention.Support Ticketing with fan-first engagement initiatives that drive renewals and group sales.5. Stadium Programming & Community EventsOversee execution of non-stadium events including:FestivalsInternational friendliesWatch partiesCommunity activations6. Budget & Resource ManagementDevelop and manage the annual events and entertainment budget.Approve vendor contracts and entertainment expenditures.Ensure match-by-match cost discipline while maximizing perceived event value.Forecast labor and production costs in collaboration with the Events Manager.7. Cross-Functional LeadershipCollaborate with:Marketing (promotions & storytelling)Ticketing (retention & attendance growth)Partnerships (activation execution)Operations (safety & compliance)Serve as senior matchday decision-maker for live-event entertainment issues.QualificationsRequired6+ years of progressive experience in sports entertainment, live event production, venue programming, or experiential marketing.Prior supervisory experience managing event professionals.Demonstrated success developing fan engagement strategies in mid-size venues (5,000-15,000 seats).Strong financial management and vendor negotiation background.Ability to operate effectively in live-event, high-pressure environments.PreferredExperience in USL, MLS, or professional soccer.Background in live show-calling, concert production, or large-scale community events.Familiarity with LED systems, broadcast integration, and show control software.Key Performance IndicatorsFan satisfaction / NPS scoresAttendance growth & ticket retentionSponsorship activation performanceEvent profitability & budget adherenceStadium utilization (non-matchday events)Social media engagement tied to matchday atmosphereLeadership ProfileThis role requires a leader who is:Creative but disciplinedEnergetic but detail-orientedStrategic but execution-focusedComfortable directing live environmentsCapable of building a high-performance events teamOrganizational ImpactWithin a USL club structure, this role materially influences brand perception, revenue growth, and supporter culture. By leading both the Events Manager and Events Coordinator, the Director establishes scalable systems that elevate matchday production quality while driving long-term fan loyalty and community relevance.

Created: 2026-04-02