compensation:
$135,000-$190,000 + bonus potential
employment type:
full-time
experience level:
senior level
job title:
General Manager
Company Description: Santa Barbara Adventure Company (SBACo) is the premier adventure travel outfitter on California’s Central Coast. We proudly operate four dynamic brands: Santa Barbara Adventure Company, Channel Islands Adventure Company, Santa Barbara Wine Country Tours and Coastal Team Building. Our offerings include local kayaking trips, surf lessons, wine tours, rock climbing, corporate team-building programs and youth outdoor education trips. As a concessioner for Channel Islands National Park, we provide guided kayak and snorkeling tours on Santa Cruz Island. Our headquarters are located in downtown Santa Barbara. The SBACo team includes 12+ dedicated office staff, 6+ Field Managers, and more than 50+ experienced field guides, all working together to deliver exceptional outdoor experiences. Why Join Our Team as General Manager: This management role is an opportunity to lead with purpose. As General Manager at SBACo, you’ll play a central role in fulfilling our mission: to inspire a love of nature and our community by empowering people through exceptional guided experiences. You’ll lead a passionate, talented team and help shape unforgettable adventures that connect people to the natural world. SBACo’s company culture is rooted in respect, collaboration, and authenticity. You’ll be joining a company that values leadership with heart, where ownership is highly supportive of management and trusts you to lead with both independence and accountability. You’ll have the autonomy to innovate, the resources to succeed, and the backing of a team that cares deeply about people and place. If you're ready to lead a dynamic operation that makes a real impact on people, then this is the role for you. Job Description: Dedicated to delivering memorable guest experiences, the General Manager is the driving force behind day-to-day operations, driving continuous improvement, and supporting long-term strategic growth. This role is key to aligning business objectives with operational execution, ensuring exceptional service, regulatory compliance, and financial performance. The ideal candidate brings strong leadership, problem-solving abilities, and proven experience in people management, customer service, and organizational oversight. A background in the outdoor adventure or tourism industry is highly preferred. This is a full-time, in-person role where strong leadership presence, both in the office and in the field, is essential, particularly during the peak and shoulder season from May through October. Start Date: This position is open for immediate hire. Salary: $135,000-$190,000 + bonus potential. Relocation assistance is possible. Qualifications: • Proven ability to lead, inspire, and manage high-performing teams while fostering a collaborative and service-oriented culture. • Bachelor’s degree in Hospitality Management, Business Administration, Outdoor Recreation, or a related field is highly preferred. • Minimum of 3 years of proven leadership experience, ideally in outdoor recreation, tourism, or hospitality environments. • Demonstrated success in driving sustained sales growth and consistently meeting/exceeding key performance indicators, including revenue targets, booking rates, and customer satisfaction benchmarks—resulting in measurable gains in profitability and long-term business stability. • Strong operational background with a deep understanding of customer experience, safety standards, and regulatory compliance. • Exceptional communication, problem-solving, and interpersonal skills, with a strategic mindset and the ability to adapt to evolving market trends. • Proficiency in budget oversight, financial analysis, and business planning to ensure fiscal sustainability and operational efficiency. • Proficient in using business software, reservation systems, and productivity tools to streamline operations and enhance team efficiency. • Detail-oriented and passionate about delivering exceptional guest experiences and maintaining the highest standards of service. Key Responsibilities: Team Leadership & Development • Provide clear leadership to all departments, managing office staff and field managers while cultivating a collaborative, performance-driven team culture. • Conduct regular performance evaluations for managers and key team members with a focus on growth and accountability. • Recruit, hire, and onboard top-tier talent in coordination with management staff. • Oversee a comprehensive, well-documented training program for new and existing staff. • Serve as a mentor and coach, helping staff align their professional development with company goals. • Inspire a positive work environment that values integrity, inclusivity, and continuous improvement. Sales & Revenue Growth • Collaborate with leadership to drive bookings, optimize tour capacity, and increase revenue across all channels. • Monitor performance metrics and adjust strategies to meet market demands, boost sales, and maximize profit margins. • Stay informed on tourism trends and competitor activity to capitalize on growth opportunities. • Evaluate and ensure both public Front Office and custom Group Experience Departments are meeting growth goals and can see deficits ahead to adequately manage the budget Operations, Compliance & Risk Management • Ensure adherence to National Park Service concessioner requirements and build rapport with National Park staff continually • Ensure smooth daily operations across all departments, including office, field, and our warehouse • Maintain compliance with all relevant HR regulations, labor laws, and regulatory agencies (e.g., OSHA, PUC, DMV, CHP). • Ensure proper management of maintenance schedules by the Warehouse Manager for vehicles, equipment, and facilities to ensure safety, reliability, and operational efficiency. • Proactively assess and manage risk across all areas of the business. • Maintain environmental and quality management systems in compliance with applicable standards. • Oversee workers' compensation and all insurance policies • Prepare for and execute 4+ audits yearly Guest Experience • Strive for exceptional guest service standards at every touchpoint, personally handling escalated concerns and taking action to resolve issues and restore a positive guest experience as needed. • Monitor guest feedback, analyze trends, and implement service improvements to enhance satisfaction and retention. • Collaborate with the marketing team to strengthen brand identity and ensure a consistent, compelling presence across platforms. • Develop and promote memorable, mission-aligned guest experiences that differentiate the business in a competitive tourism market. Finance & Reporting • Collaborate with our auxiliary accountant on payroll, accounts payable, and annual GAAP audits. • Track and manage departmental budgets; review monthly P&L reports and present financial insights to ownership and leadership as needed. Approve and review large purchases of equipment and overarching retail inventory. • Support strategic planning through financial insights and performance tracking, aligning team initiatives with the company’s broader vision. Other Responsibilities • Serve as a liaison between staff and ownership, ensuring alignment on priorities, performance, and company culture. Perform other duties and special projects as assigned by the ownership to support company success. Commitment: This is a full-time, year-round position requiring a commitment of 40+ hours per week. While the schedule is generally consistent, flexibility is essential, particularly during peak season. The role includes being on call for occasional weekend needs and responding to urgent or time-sensitive issues as they arise. At times, fulfilling the responsibilities of the position and maintaining a high level of performance will require working beyond regular hours. Candidates should be prepared to adapt to the demands of a dynamic, fast-paced environment. This is a salaried, exempt position under the Fair Labor Standards Act. As such, the role is not eligible for overtime pay, and additional hours beyond the standard work week may be required as part of the responsibilities. Work Conditions: Physical Demands — This role requires spending long hours in the warehouse and in the field lifting heavy equipment and exerting energy during activities. Office work will involve sitting and using office equipment and computers for long periods, which can cause muscle strain. Environmental Conditions — Office and warehouse work takes place in a busy, open-area office. The incumbent is faced with constant interruptions and must meet with others on a regular basis. Island managers can have their field locations vary and may include hot, sunny, windy, wet and otherwise wild and remote locations. Sensory Demands — There will be days in which this role will require spending long hours in intense concentration. The incumbent must also spend long hours on the computer entering information which requires attention to detail and high levels of accuracy. Mental Demands — There are a number of deadlines associated with varying tasks which may cause significant stress. The incumbent must also deal with a wide variety of people on various issues. The above statements are intended to describe the general nature and level of work being performed by the incumbent(s) of this job. They are not intended to be an exhaustive list of all responsibilities and activities required of the position. Insurance Stipend: We provide an additional $250 per month or $115.38 per pay period worked in a full-time capacity to cover the cost of a personal health insurance plan. This is a maximum of $3,000 per year. 401k: After 1 year of employment & working at least 1,000 hours, we have a company 401(k) program that all eligible employees can opt to join which includes up to a 4% company match. Enrollment windows are January 1st and July 1st. Paid Vacation (PTO): 3 weeks (15 days) paid vacation available per year. Paid Holidays: President’s Day, Indigenous People’s Day, Thanksgiving Day, Christmas Day, New Year’s Day. For some of these paid holidays, you might be requested to work; in that case, you can pick another day in exchange for the paid holiday that you worked. Please note that some holidays are not within the commitment window, but if you are working full-time in that payroll window, they will be honored as a paid holiday. Some holidays might have already passed prior to your offer start date; in that case, you would receive that paid day the following year. Sick Pay: 5 days of sick leave per year. Sick days accrue at 1 hr per 30 hrs worked, sick pay rolls over with a maximum of 48 hours. See the handbook for additional details of the SBACo sick pay policy. Terms: This is an at-will agreement which may be terminated by either party at any time. Review of performance as necessary. 👉 How to Apply: Interested individuals should send a resume and cover letter to jobs@sbadventureco.com. Santa Barbara Adventure Company is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age, national origin, or disabling condition. We can only accept applicants who can legally work in the United States.
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