Director of Membership - Lake Tahoe Proper

Proper Hospitality; San Francisco (CA); On-site; USD 150,000 - 175,000; Full time

Job summary

Proper Hospitality seeks a founding Director of Membership to build Tahoe's membership program from the ground up. You will lead pre-opening membership sales starting in April 2027, build the member community ahead of our January 2028 opening, and then own the member experience and retention once doors open.

You will be the face of the community for prospective and founding members, combining a hospitality sensibility with a revenue-driven approach to building a high-quality, loyal membership

Qualifications

• 7+ years in membership, sales or relationship management within private clubs or luxury hospitality.
• 3+ years in a leadership role managing a team and sales/revenue targets.
• Proven track record of meeting or exceeding membership sales/retention goals.
• Strong CRM and data fluency (Salesforce/HubSpot/Northstar) with pipeline reporting.
• Excellent communication, networking and relationship-building with discretion.
• Willingness to work evenings, weekends and holidays as events require.
• Ability to travel regularly between San Francisco and Tahoe.

Responsibilities

• Develop and execute the membership business plan with tier structure, pricing, initiation and dues targets.
• Own pre-opening and ongoing membership sales, revenue and retention goals; report on pipeline to leadership.
• Identify and cultivate target segments across Bay Area, Tahoe locals, second-home owners and destination guests.
• Lead full sales cycle: lead generation, tours, events, referrals and closing.
• Manage CRM pipeline with disciplined follow-up and conversion tracking.
• Develop referral channels with real estate brokers, wealth advisors, corporate partners and early members.

Skills

Membership sales

Team leadership

CRM & data fluency

Communication & networking

Event planning & hosting

Evenings/weekends travel

Interstate travel SF–Tahoe

Education

Bachelor’s degree in hospitality/business/marketing

Tools

Salesforce

HubSpot

Northstar

Job description

In 2027, the legendary Cal Neva Lodge & Casino begins its next chapter as Lake Tahoe Proper Resort & Casino — reimagined through Proper’s contemporary lens on luxury hospitality while honoring a century of iconic history. Since 1926, this storied property has drawn cultural luminaries including Frank Sinatra, Marilyn Monroe, and John F. Kennedy to its extraordinary lakeside setting.

The Resort

Set at the meeting point of California and Nevada, Lake Tahoe Proper Resort & Casino will feature 198 guest rooms, suites and private villas – nearly all with panoramic lake views. In addition, the property will include two lakefront pools, multiple destination restaurants and bars, indoor and outdoor private event spaces, a lively casino floor, and a historic theater.

Wellness will anchor the guest experience with 50,000 square feet dedicated to a destination spa, indoor pool and hydrotherapy experiences, state-of-the-art fitness facilities, nature-connected programming, three padel courts and a freestanding pickleball building.

In addition, the members-only Proper Club will offer a private indoor-outdoor clubhouse overlooking the lake, a Hi-Fi listening room, private wine cellars within the hotel’s iconic tunnels, exclusive programming/year-round cultural events, and full wellness access with property-wide benefits.

About the Role

We are seeking a founding Director of Membership to build our Tahoe membership program from the ground up. You will lead pre-opening membership sales beginning in April 2027, build the member community ahead of our January 2028 opening, and then own the member experience and retention once doors open. You will be the face of the community for prospective and founding members, combining a hospitality sensibility with a revenue-driven approach to building a high-quality, loyal membership base.

Key Timeline

Pre-Launch

• Start date through March 2027
• Finalize membership structure, pricing, and policies; select and configure CRM; build the sales process, collateral, and prospect list; hire the initial team
• April 2027 to December 2027
• Launch membership sales; run tours, previews, and events; build pipeline; enroll founding members against the pro forma ramp

Opening

• January 2028
• Open to members; execute onboarding and opening programming; transition from acquisition to engagement and retention

Post-Opening

• 2028 and beyond
• Ongoing sales, retention, and member experience management

Key Responsibilities

• Develop and execute the membership business plan, including tier structure, pricing, initiation and dues, and enrollment targets aligned with the project pro forma
• Own pre-opening and ongoing membership sales, revenue, and retention goals, and report on pipeline and performance to leadership and ownership
• Identify and cultivate target segments across the Bay Area, Tahoe locals, second-home owners, and destination guests

Pre-Opening Launch (Now through April 2027)

• Build the membership sales infrastructure: CRM, application and admissions process, agreements, collateral, and sales presentation
• Establish the membership policies, rules, and member-facing materials
• Recruit and onboard the membership team ahead of the April 2027 sales launch
• Plan the sales launch, including a founding member offer and preview events
• Lead the full sales cycle: lead generation, tours, events, referrals, and closing
• Manage the CRM pipeline with disciplined follow-up and conversion tracking
• Develop referral channels with real estate brokers, wealth advisors, corporate partners, and early members

Member Experience & Retention

• Design the member onboarding program and engagement calendar for the January 2028 opening, including events and exclusive experiences
• Serve as the primary relationship owner for members, handling feedback, escalations, and special requests with discretion
• Monitor satisfaction, utilization, and churn, and implement initiatives to improve retention

Operations & Administration

• Manage applications, admissions or committee processes, billing, and dues in partnership with Finance
• Collaborate with Food & Beverage, Recreation, Events, and Marketing to deliver a seamless member experience
• Hire, train, and lead the membership team (e.g., membership sales associate, member services coordinator)
• Manage the membership department budget

Brand & Marketing

• Partner with Marketing on member-facing communications, collateral, and digital presence
• Represent the brand at Bay Area and Tahoe events, tours, and community functions

Qualifications

Required

• 7+ years in membership, sales, or relationship management within private clubs, luxury hospitality, resorts, or a comparable high-touch environment
• 3+ years in a leadership role managing a team and a sales or revenue target
• Proven track record of meeting or exceeding membership sales and retention goals
• Strong CRM and data fluency (Salesforce, HubSpot, Northstar, or similar) and comfort with pipeline reporting
• Exceptional communication, networking, and relationship-building skills, with polished presence and discretion
• Willingness to work evenings, weekends, and holidays as events require
• Ability to travel regularly between San Francisco and Tahoe

Preferred

• Experience launching or ramping a new club, resort, or membership program, especially pre-opening sales
• Established network among Bay Area and Tahoe affluent households
• Familiarity with membership pricing, initiation fee structures, and club financial models
• Bachelor’s degree in hospitality, business, marketing, or related field
• Entrepreneurial and hands-on. Hospitality-minded. Commercially sharp. Trusted with high-net-worth clients. Organized, with strong follow-through.
• $150,000-175,000

Why Join Proper Hospitality

At Proper, we build experiences that move people — and that begins with the team behind them. As a best-in-class employer, we’re committed to creating one of the Best Places to Work in hospitality by nurturing a culture where creativity, excellence, and humanity thrive together.

Everything we do is grounded in the belief that hospitality is more than a profession - it’s an opportunity to care for others and make lives better. Guided by the Pillars of Proper, we show up with warmth and authenticity (Care Proper), strive for excellence in everything we do (Achieve Proper), think creatively and resourcefully (Imagine Proper), and take pride in the style and culture that make us who we are (Present Proper).

We believe our people are our greatest strength, and we invest deeply in their wellbeing, growth, and sense of belonging. From comprehensive benefits to meaningful development programs, Proper is designed to help you build a career, and a life, that feels as inspiring as the experiences we create for our guests.

Our Commitment: Building the Best Place to Work

Our initiative is a living commitment — a continuous investment in our people, our culture, and our purpose. We listen, learn, and evolve together to create an environment where everyone feels empowered to imagine boldly, achieve confidently, care deeply, and present themselves authentically.

At Proper, joining the team means more than finding a job — it means joining a community that believes in building beautiful experiences together, for our guests and for one another.