Dealership Event Coordinator

Big Moose Harley-Davidson and Harley-Davidson of Rochester Reports to Marketing Director

Position Overview

We are seeking an experienced Dealership Event Coordinator to own the complete event process for Big Moose Harley-Davidson and Harley-Davidson of Rochester, from annual planning and preparation through execution, measurement, financial reconciliation, and Marketing Development Fund closeout.

This is a hands-on event planning and operations position, not a general marketing, advertising, or social media role. The coordinator is accountable for building customer-facing events from the ground up, coordinating all internal and external participants, solving problems during execution, and ensuring every event is fully closed out.

Events may include bike nights, rides, bike shows, customer appreciation events, live entertainment, stunt shows, vendor events, community partnerships, off-site activations, and other motorcycle-focused experiences.

The ideal candidate is highly organized, plans months in advance, builds strong relationships, communicates clearly, makes sound decisions, and adapts quickly when circumstances change.

Key Responsibilities

• Own the annual event calendar for both dealerships, including on-site, off-site, and community events and maintain a rolling 30-, 60-, and 90-day planning schedule to ensure deadlines, approvals, logistics, and promotional needs are addressed well in advance.

• Plan and execute customer-facing events from concept through completion, including timelines, checklists, site layouts, budgets, vendor requirements, staffing, customer flow, check-in, setup, breakdown, and day-of execution plans.

• Coordinate internally with Sales, Service, Parts, Motor Clothes, F&I, and dealership management so each department understands its responsibilities, deadlines, staffing needs, and role for each event.

• Develop event staffing plans that include employee assignments, schedules, volunteers, H.O.G. members, and outside event personnel.

• Conduct pre-event meetings and briefings when needed so employees, vendors, volunteers, and other participants understand the event plan, schedule, responsibilities, safety expectations, and escalation process.

• Own vendor relationships from start to finish, including sourcing, quotes, selection, negotiations, contracts, insurance, payment requirements, logistics, setup, breakdown, and performance follow-up.

• Coordinate entertainment, food providers, equipment, parking, traffic flow, security, police/EMS, permits, municipal requirements, and other operational needs.

• Research, develop, and maintain relationships with vendors and community partners that align with the dealerships and their core values.

• Identify and address safety and liability risks before and during events, including compliance with permits, insurance requirements, site rules, and approved event plans.

• Develop practical contingency plans for weather, vendor cancellations, equipment issues, attendance levels, traffic, staffing gaps, and other unexpected circumstances.

• Lead event-day setup, execution, and breakdown; communicate assignments; monitor the customer experience; and troubleshoot issues in real time.

• Take ownership and make timely operational decisions during event execution while escalating significant safety, financial, reputational, or business issues to the Marketing Director.

• Establish clear objectives for each event and measure results, including attendance, customer engagement, leads and opportunities, expenses, and overall event performance.

• Manage events within budgets established and approved by the Marketing Director and maintain accurate, organized expense documentation.

• Maintain an organized digital file for each event, including plans, timelines, contracts, permits, certificates of insurance, vendor information, budgets, invoices, photos, attendance records, performance results, and related communications.

• Provide accurate and timely event information to the Marketing Director and Social Media Coordinator for promotion.

• Coordinate event-specific signage, displays, schedules, directional materials, and other customer-facing event materials, ensuring they are accurate, current, properly displayed, and removed or updated on time.

• Capture quality event-day photos and video and provide organized content to the Social Media Coordinator.

• Manage RSVP processes, customer check-in, and attendance tracking as appropriate for each event.

• Complete a post-event review documenting results, what worked, what did not, and recommendations for future events.

• Own event closeout, including financial reconciliation and completion and submission of all required Harley-Davidson Market Development Fund documentation, such as invoices, receipts, event photos, attendance information, and proof of performance.

An event is not considered complete until the post-event review, financial reconciliation, digital event file, and all required MDF documentation have been completed and submitted.