Director of Public Relations, Hospitality Job at Reef Capital Partners in Ivins

Job Title: Director of Public Relations

Company: Reef Private Equity

Location: Black Desert Resort in Ivins, UT (with some support across other Reef properties)

About the Company:

Reef Capital Partners is a Utah-based investment firm founded in 2005 with offices in Lehi, UT, Park City, UT, and Ivins, UT. Reef focuses on commercial real estate lending and development across the U.S.

Since 2005, Reef's team has completed more than 500 transactions. In addition to Reef's real estate investment strategy, Reef and/or affiliates own and operate various businesses that add significant long-term value to its projects. Reef has grown rapidly over the past few years, growing from about 25 employees to well over 250, and managed assets on behalf of over 750 institutional and individual partners worldwide.

Our mission is to recruit, develop, and retain entrepreneurial individuals who desire to build and create something long-lasting and meaningful. Our business enables bright, committed people to work in high-performing teams within an environment that allows each person to achieve their professional objectives. Reef values a strong culture dedicated to the health and well-being of our employees. Reef's team is currently involved in some of the most prominent development transactions in Utah and other targeted geographies across the United States.

Job Summary

Reporting to our Vice President of Communications and Events, the Director of Public Relations (PR) will lead the strategic planning, management, and execution of public relations efforts for Black Desert Resort, with additional support for other Reef business lines, including hospitality, golf, and real estate properties such as Tributer Resort, Cutalong, Marcella, and Coco Palms. This role is responsible for shaping and promoting the brand's image through media relations, crisis communications, community outreach, executive positioning, and cross-departmental collaboration. The Director of PR will develop relationships with media and community stakeholders, manage inbound inquiries, and oversee all communications policies and SOPs.

Key Responsibilities

Strategic Communications and Media Relations:

• Lead strategic planning and execution of public relations activities to drive favorable media coverage for Black Desert and affiliated Reef properties.
• Act as the primary contact for all inbound media inquiries, crafting coordinated, thoughtful responses that reinforce brand positioning and key messages.
• Build and maintain relationships with key media members, educating them about Reef and Black Desert offerings; coordinate media FAMs (familiarization trips) and site visits as appropriate.

Crisis Communications:

• Draft, maintain, and execute a comprehensive crisis communications plan; lead crisis response efforts to protect and enhance Black Desert and Reef brand reputations.
• Provide crisis communications training for key staff members and ensure readiness across departments, coordinating closely with senior leadership and the Director of Events.

Event and On-Site Coverage:

• Oversee on-site media coverage for major events, managing the media center and coordinating with event and operations teams to ensure seamless coverage.
• Interface with the Events team for coordinated communications, covering Black Desert Championship, VIP events, and other resort activations to support media engagement.

Community and Executive Relations:

• Develop strategies and manage sponsorships and donations, assessing opportunities for community impact.
• Shape and promote the public image of key executives by drafting speeches, talking points, and public communications that align with brand values and goals.

Internal and Owner Communications:

• Develop and execute an internal communications program to keep stakeholders informed and aligned with resort initiatives and updates.
• Work with the Owner Relations team to manage owner communications, ensuring transparency and engagement among property owners.

Policy Development and SOPs:

• Develop and implement policies and SOPs to streamline public relations activities, including production schedules, filming requests, and media appearance guidelines for employees.
• Ensure adherence to SOPs across the organization, coordinating with other departments as needed to support consistent, effective communication practices.

Agency and Resource Management:

• Select and manage external PR agency partners and digital tools, ensuring all communication efforts are aligned with Black Desert and Reef objectives.
• Develop and maintain essential communication assets, such as messaging platforms, fact sheets, media training programs, headshots, and press kits.
• Oversee the PR budget, tracking expenses and conducting regular financial forecasts to manage resources effectively.

Supporting Marketing and Cross-Functional Initiatives:

• Collaborate with other parts of the marketing team to support major initiatives, including events, sponsorships, and partnerships, ensuring PR activities reinforce broader marketing objectives.
• Partner with internal teams such as Owner Relations, Reef Events, Golf, Food & Beverage, and Championships to coordinate and support their event goals, aligning PR efforts for cohesive messaging and outreach.

Qualifications:

• Bachelor's degree in Public Relations, Communications, Journalism, Marketing, or a related field.
• Minimum of 7-10 years in public relations, communications, or a similar role, with experience in hospitality, real estate, or luxury resort industries preferred.
• Proven experience with media relations, crisis communications, and high-level executive messaging.
• Strong ability to develop and execute strategies that drive revenue, enhance brand visibility, and build strong community relations.
• Exceptional communication, relationship-building, and team leadership skills.

Key Competencies

• Strategic Vision: Ability to lead complex, multi-property PR strategies that enhance brand reputation and drive engagement.
• Crisis Management: Skill in proactively preparing for and managing PR crises with a calm, strategic approach.
• Collaboration: Experience coordinating with cross-functional teams to achieve unified communication objectives across diverse projects.

Company Benefits:

• 401(k) Plan with Company Match
• Generous Health Plan with Dental, Medical, Vision, and Life Insurance along with a $1,200 HSA Match
• Flexible Paid Time-off
• Cell Phone Service Allowance
• New Office Building That Includes a Free Fully-equipped Gym and Employee Lunches
• Discounts at Company-owned Resorts