1 - University of Nevada_ Reno

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					                                POSITION DESCRIPTION QUESTIONNAIRE
                                      ADMINISTRATIVE FACULTY
               QUESTIONS? CALL UNR Faculty Human Resources at 784-6082 x250.
INSTRUCTIONS: PDQ and Org Chart must be sent to for initial review BEFORE routing.
   1. Complete form, sign, and submit to immediate supervisor;
   2. Supervisor (chair/director/dean)– review, approve, sign, forward to vice president or vice provost;
   3. Pres/Vice Pres/Vice Prov - approve, sign, forward to Placement Committee (c/o UNR HR, M/S 238);
   4. Placement Committee recommends administrative salary range and title & forwards to Provost.
   5. Approval letters are then sent from HR with final stamped PDQ to Vice President, Dean or Director and
      supervisor for PAF/Terms preparation.
 Incumbents’ Name (if applicable):                                               Position #:
 Current Title:                                                                  Current Range:
 Department: Lawlor Events Center                               College/Division: VPAF /
                                                                                       Business & Finance

 Action Proposed: (check all that apply)
 ( X ) New position : Proposed Range:       3
                   Proposed Title:       Manager, Guest Relations and Marketing
 ( ) Title Change, Proposed Title:
 ( ) Proposed Reassignment from Range        to Range
 ( ) Revised PDQ only (no change in range or title)

I certify that the statements in this description are accurate and complete to the best of my knowledge.

Employee’s Signature                                                                Date

I/we have reviewed the statements in this form and they accurately reflect the job assignments.

Immediate Supervisor’s Signature          Joseph Kerr                               Date
                                          Director, Lawlor Events Center

Director/Chair/Dean Tom Judy                                                        Date
                    Assistant Vice President, Business & Finance
Approved for Salary Placement Committee review.

Pres / Vice Pres / Vice Prov Signature Ron Zurek                         Date
                                       Vice President, Administration & Finance
                   Action Approved by the President (Completed by Faculty HR):
 Position #:                                    EEO Code:             CUPA Code:
 Job Class Code:                                Exempt: Yes or No
 Range:                                         Effective Date:
Title Approved:

Employee’s Signature     (Sign & send to HR for personnel file after final approval)        Date
Revised: 3 / 1 / 2006
Revised 3.2006
Position Description: Manager, Guest Relations and Marketing, Position #: New                Page 2

1. Summary Statement: State the major function(s) of the position and its role in the university.
Attach an organizational chart with positions, ranges, and names for the division which reflects
the position in it as well as those supervised in the department. (This section is used for
advertisement of the position.)

Lawlor Events Center (LEC) is an important link between the University of Nevada, Reno (UNR) and
the Northern Nevada community. The Manager, Guest Relations and Marketing, oversees two major
functions important in maintaining a positive image of UNR. The position has a significant role in
contributing to the financial success of Lawlor, a self-supporting department, and is responsible for
budget development and oversight for both the marketing and patron service functions.

The position oversees and implements all public relations and marketing strategies to maximize
attendance at events held at Lawlor, which, in turn, maximizes the bookings and revenue generated for
Lawlor. This position oversees the development of marketing campaigns and group sales efforts, is
responsible for maintaining contact with media to maintain a positive image of Lawlor, and issues press
releases and answer media inquiries.

The position oversees the guest relations functions of LEC which includes ushers, ticket takers, and
security for both LEC and at other events such as football and baseball games, and occasionally other
locations around campus. The position ensures that the university’s responsibility to comply with the
Americans with Disabilities Act (ADA) requirements are fulfilled, that the crowd is kept safe and secure
by ensuring that trained security guards and ushers are positioned where needed, and that evacuation
plans are clearly developed and communicated to part-time staff.

2. List the major responsibilities, including percentage of time devoted to each. Provide
enough detail to enable a person outside the department to understand the job (percentage first
with heading and then bulleted information from greatest to least percentage).

50% - Marketing and Public Relations

● Develop paid and no-cost advertising campaigns to maximize sales at Lawlor public events by using
group sales, broadcast, print, e-mail and web outlets and other non-traditional methods as appropriate.
Place media buys for upcoming events. Secure advertising agreements and ensures proper university
purchasing guidelines are followed when doing so. Develop and oversee a ‘street team’ of part-time
temporary employees to distribute posters, flyers and handbills to maximize event visibility. Prepare
marketing-related billings and present for event settlements.

● Develop and maintain media contacts to aid in gathering feedback for research of viability of
proposed events. Arrange for media interviews and photographers at events to ensure they are given
appropriate access to generate coverage.

● Issue press releases to maximize the amount of editorial coverage of Lawlor’s activities. Develop a
newsletter that is distributed to media, interested customers, and the university community to maximize
awareness and visibility of Lawlor activities. Develop an internal employee newsletter to maintain a
positive image of Lawlor and to communicate and bolster morale among the approximate 300 part-time
employees of all Lawlor departments.

50% - Guest Services

● Recruit, interview and hire a part-time student worker and casual labor staff capable of filling work
calls as large as 125 people.
Position Description: Manager, Guest Relations and Marketing, Position #: New                Page 3

● Supervise subordinate casual labor supervisors and all part-time student and casual labor ushers,
ticket takers and security guards during events.

● Develop training techniques and hold training sessions for new employees and refresher sessions for
returning employees to communicate expectations and duties such as admission control by ticket
takers, customer service by ushers, security guard procedures in searching and crowd management
techniques, including diffusing patron anger, and self-protection, when necessary. Train all staff in their
duties and expectations regarding ADA compliance and service, as well as emergency situations that
may require quick evacuation of facility.

● Ensure all hiring documents and time cards are properly completed before submitting to Lawlor’s
personnel/payroll clerk.

● Meet with Lawlor’s director and tenants of the facility and develop work schedules for usher and
security staff to adequately meet tenants’ and Lawlor’s needs. Schedule standby emergency medical
staffing as appropriate.

3. Describe the level of freedom to take action and make decisions with or without supervision
and how the results of the work performed impact the department, division and/or the university
as a whole.

The Manager has wide latitude to take action with minimal supervision. For the marketing duties, this
position initiates and maintains contacts with the media, including radio stations and print media outlets,
and often has daily personal contact with many of these resources. This position develops marketing
campaigns with the media and present proposals to the director or tenant for final approval. The
attendance and financial success of many Lawlor-promoted events rests on the quality and
effectiveness of the marketing plan which contributes significantly to Lawlor’s overall financial success,
or in the case of poorly implemented plans, can result in significant financial losses to Lawlor and a
reduced ability to book future entertainment.

For the guest relations aspects of the position, the incumbent is expected to recruit, interview and hire,
without supervision, enough part-time staff to fill Lawlor’s usher/ticket taker and security needs.
Training programs are developed and presented to the director for final approval, but implementation of
the training program with all part-time staff is done without direct supervision.

Crowd safety is paramount in the duties of this position, and the effectiveness in training of the usher
staff is crucial in maintaining a positive and friendly rapport with patrons attending public events while
keeping them in a safe and secure environment. When patrons are assisted in a friendly and
competent manner, they enjoy their experience at the event. This positive interaction reflects well on
Lawlor and the university as a whole. A lack of good customer service makes patrons less likely to
return for future events which, in turn, reduces revenue generated not only for Lawlor, but also for
Parking Services. Improperly trained security guards who exceed their authority open the University to
lawsuits. Without proper training and supervision of guest relations staff, a negative impact to the
University is possible such as press stories that question the veracity of announced attendance at
athletic events or those questioning efficacy of security at concerts.

4. Describe the knowledge, skills (to include cognitive requirement and verbal and written
communication), and abilities (to include task complexity, problem solving, creativity &
innovation) essential to successful performance of this job (in bullet format).

Knowledge of:
● Print and broadcast media development and placement
● Americans with Disabilities Act requirements for public assembly facilities
Position Description: Manager, Guest Relations and Marketing, Position #: New               Page 4

● Fire department regulations affecting crowd management

● Develop creative and effective marketing campaigns
● Develop thorough and focused training programs for part-time staff
● Effective negotiator
● Understands crowd behaviors and can keep control of and diffuse volatile situations
● Effective written and oral communication
● Assess job applicants’ suitability for hiring for usher or security positions
● Use of spreadsheet and word processing software

Ability to:
● Independently determine remedies to address customer complaints during events
● Supervise subordinates and motivate staff; creates a work environment that reduces turnover
● Work in a team environment
● Work long and varied hours including nights, weekends and holidays
● Keep accurate accounting records of media buys and labor costs

5. Describe the type of personal contacts encountered in performing the duties of the job.
Explain the nature and purpose of these contacts: i.e., to provide services, to resolve problems,
to negotiate.

● Has frequent contact with media to conduct research on potential events, to place advertising orders,
to develop promotional tie-ins to events, negotiate rates and placement of ads

● Meets with commercial and non-profit tenants, other university departments and the athletic
department to determine required staffing levels for ushers and security at upcoming events and to
review effectiveness of patron service activities at previous events

● Interviews part-time job applicants for guest relations staff

● Maintains on-going communication with part-time staff to disseminate upcoming work schedules;
conducts ongoing training sessions in customer service, departmental rules, policies and emergency
procedures with part-time staff; and briefs subordinate staff on necessary information before the start of

● During events, maintains contact with part-time supervisors and front line staff by face-to-face
discussion and radio communication, and meets with customers to address complaints and resolve

● This position has daily contact with the director and co-workers regarding Lawlor’s overall schedule,
resolution of payroll and personnel issues of part-time staff, etc.

6. Indicate the minimum qualifications which are necessary in filling this position should it
become vacant. Please keep in mind the duties/responsibilities of the position rather than the
qualifications of the incumbent.

   a. Minimum educational level, including appropriate field, if any.

       Bachelor’s Degree from a regionally accredited institution
Position Description: Manager, Guest Relations and Marketing, Position #: New             Page 5

   b. Minimum type and amount of work experience, in addition to the above required
      education necessary for a person entering this position.

       Bachelor’s Degree and three years of experience in marketing or public relations

   c. Indicate any license or certificate required for this position.


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