Vice President, Sales & Service | TB Rays

ASM Global · Frisco

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Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated suite of premium services through a white-label model that keeps our partners front and center — from feasibility and project development to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.

With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale, expertise, and connectivity to help our partners grow. The Legends Global Way guides how we operate: Align, Scale, Connect, Team, Win — shared success, repeatable systems, connected solutions, unstoppable teams, and wins that are earned every day.

The Vice President, Sales & Service owns revenue execution for the Tampa Bay Rays premium seating program — full accountability for 11,500 premium seats across a multi-year pre-opening cycle. Reporting to the Senior Vice President and leading the Directors of Ticket Sales, Suites, and Service, you will build the team, the process, and the pipeline that turn a ballpark under construction into committed premium inventory well before first pitch.

This role aligns Rays ownership and Legends Global leadership around a single revenue plan, scales sales practices proven across our network of 450+ venues, and earns wins measured in signed contracts rather than activity. The standards you set in the next four years will define how this venue performs commercially for decades.

The Tampa Bay Rays are developing a state-of-the-art ballpark at Hillsborough College in Tampa’s Westshore district, targeting a 2029 opening. The public-private partnership anchors the Champions Quarter mixed-use district and brings 11,500 premium seats to market — an inventory designed to set new MLB benchmarks.

Legends Global leads premium sales strategy and execution for the project, from the premium experience center through opening day. This is a build-from-zero program: no existing book of business, no seats to walk a client through, and a fixed date on the calendar. It is one of the most visible premium sales assignments in professional sports.

Revenue Ownership & Sales Strategy

• Own the strategic business plan for premium seating revenue across all product categories, carrying direct accountability for annual and multi-year targets through construction and pre-opening.
• Lead the conversion strategy that turns premium experience center visits into committed seat holders, equipping the team to sell the venue vision before there is a venue to walk.
• Manage the full multi-year cycle from lead generation through contract execution, and report revenue position on a set cadence to the SVP, Rays leadership, and project stakeholders.

Building & Leading the Team

• Hire, train, and develop a premium sales team capable of holding its standards through an extended, high-stakes MLB sales cycle.
• Coach sales executives on consultative selling, presentation, objection handling, and relationship development with C-suite and high-net-worth buyers.
• Run pipeline reviews and forecasting with the Directors of Ticket Sales, Suites, and Service, and hold the team accountable to individual and collective goals.

Sales Operations & Systems

• Build the sales processes, qualification criteria, lead routing, and territory management purpose-built for selling a venue under construction.
• Implement Salesforce workflows and sales methodologies that produce accurate forecasting, real pipeline visibility, and data-driven decisions.
• Partner with the Directors of Analytics and Marketing on prospect scoring, segmentation, and lead quality so demand generation matches sales capacity.

Commercial Performance & Reporting

• Recommend pricing strategy, product mix, and inventory allocation grounded in pipeline evidence and market data.
• Monitor conversion rates, deal velocity, pipeline health, and forecast accuracy — and intervene early when the numbers move.
• Prepare executive reporting for Rays ownership and Legends Global leadership so both partners work from the same clear picture.

• 10+ years of sales leadership in premium seating and ticketing, including direct accountability for multi-million dollar revenue targets.
• A track record of hiring, developing, and retaining sales teams that hit their numbers — with specific evidence of what those teams produced.
• Demonstrated success selling complex, high-value products on extended cycles to corporations and high-net-worth individuals.
• Command of consultative, solution-selling methodology paired with the CRM discipline — Salesforce preferred — to make a pipeline genuinely forecastable.
• Financial acumen across forecasting, deal structuring, pricing strategy, and revenue modeling.
• The ability to sell a vision: closing business on a venue that does not physically exist yet, and answering timing objections with credibility.
• Bachelor’s degree from an accredited university.
• Preferred: 5+ years in professional sports or major entertainment venues, MLB experience, and prior involvement in a new venue opening or major renovation pre-opening cycle.

• Aligns two organizations. Keeps Rays ownership and Legends Global leadership working from one plan, one forecast, and one definition of success.
• Sets a standard and scales it. Builds repeatable sales practices that hold up as the team grows and outlast the pre-opening period.
• Connects across functions. Works marketing, analytics, and service into the sales motion rather than around it.
• Builds people, not just pipeline. Raises the ceiling on the talent around them and develops the next tier of sales leadership.
• Earns wins under pressure. Steady judgment, visible accountability, and resilience across a multi-year cycle with a fixed opening date.

• Based on-site in Tampa, FL, with regular presence at the premium experience center and project offices.
• Frequent local travel across the Tampa Bay market for prospect meetings, client entertainment, and partner events.
• Evening and weekend availability required around game days, milestone project events, and client hospitality.
• Periodic travel for industry events, league meetings, and benchmarking visits across the Legends Global venue network.
• Relocation to the Tampa Bay area is required for candidates not currently in market.

At Legends Global, our people power every success. You’ll work alongside exceptional talent, learn from world-leading experts, and contribute to projects that set the standard across sports, entertainment, hospitality, and live experiences. If you’re driven to operate at the highest level, build with purpose, and help partners win on the biggest stages, you’ll thrive here.

The salary range for this position is commensurate with experience, skills, and qualifications. Legends Global offers a competitive total rewards package.

Premium Sales & Service — Tampa Bay Rays Ballpark Project

Senior Vice President.

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