The General Manager of the LEGOLAND Discovery Center Dallas (Grapevine) is responsible for delivery of the attractions strategy, short and long-term EBITDA, and guest satisfaction goals. Supporting the team with ensuring every guest enjoys a memorable, world-class guest experience and that every member of the team embraces and exhibits our company values.  

Key Responsibilities:

• Champion a guest-first culture and use data to understand and improve guest experience

• Lead the development and execution of strategic marketing plans across all channels

• Segment and target audiences, identifying new markets and growth opportunities

• Serve as a visible, values-driven Brand Ambassador internally and externally

• Ensure strong financial performance, including delivery of EBITDA, P&L, ROI, and cost control targets

• Optimize Revenue Per Capita (RPC) and channel yield; activate Midway revenue levers

• Drive productivity strategies and sustainable long-term growth

• Oversee capital project delivery on time, on budget, and with desired returns

• Foster a high-performance team culture with strong employee engagement

• Lead HR and talent development processes, focusing on DEI&A, wellbeing, and succession planning

• Build diverse, customer-centric teams and develop leaders across functional areas

• Maintain a low-risk, compliant operating environment with robust safety and profit protection

• Ensure operational efficiency, appropriate staffing, and consistent delivery of world-class experiences

• Manage all employment policies and procedures in partnership with HR

• Create and sustain external partnerships with nonprofits, local businesses, and authorities

• Use customer insights and analytics to drive strategic decision-making

• Execute change initiatives and adapt quickly to evolving business needs

• Promote open communication, safety, and a collaborative team culture

• Deliver on all CSR targets and represent the brand with integrity in the local community

• Perform other duties as assigned in alignment with the scope of the role

Qualifications and Experience:

• Bachelor’s degree in business, management, or marketing (preferred)

• Minimum 3 years of experience at a manager level in a high visitor volume environment

• Proven track record of delivering EBITDA targets for at least 2 years

• Experience working with children and families (preferred)

• Strong leadership, business acumen, and operational mindset

• Financially astute with strong analytical and detail-oriented skills

• Creative, charismatic, and able to inspire innovation and drive results

• Adaptable, resilient, and confident with a “make it happen” attitude

• Excellent communicator with strong relationship-building and negotiation skills

• Self-aware, empathetic, and committed to team collaboration

• Passionate about delivering exceptional guest and customer service

• Thrives in fast-paced, dynamic environments with a focus on the big picture

• Excellent health care options (medical, dental, and vision that encourage preventative care).
• Outstanding Paid Time Off (PTO) that allows for adventure, rest, relaxation, or recuperation.
• Merlin Magic Pass for friends and family to enjoy the parks & attractions
• Recognition Programs and Rewards
• 401(k) program with company match
• Tuition reimbursement programs
• Numerous learning and advancement opportunities