At first glance, weddings and concerts don’t have much in common. One is a deeply personal milestone, the other a mass entertainment experience. But for the team at Peak Beverage, there’s a throughline: both deserve thoughtful, guest-first hospitality. And that mindset is what’s shaping how the company approaches concessions today.
From Weddings to Festivals: A Mindset Shift
Peak Beverage’s roots are in weddings and private events, where the stakes are high and the details matter. That experience continues to influence how we operate at concerts, festivals, and seasonal markets.
“If you think about it, a wedding or a corporate event is often one of the most important days in someone’s life. You’ve only got one opportunity to make it great,” says Peak CEO Andrew Klosterman. “That guest-focused mentality is where we came from, and it’s still at the core of what we do, even in large-scale settings.”
Designing the Experience
Most concession programs are built for speed. We agree that fast service is important, but our team began asking a different set of questions: What do guests actually want? How can beverage service enhance the event?
“We were designing menus from day one, even before we really understood how rare that was in this space,” Klosterman explains. “Most other concessionaires are just told what the menu is. We ask what the audience is excited about, what’s trending, what’s seasonal, and build something around that.”
This has led to more intentional, more exciting beverage programs, from zero-proof options to branded activations crafted not just to keep the line moving, but to leave an impression.
Learning from the Challenges
Stepping into concessions wasn’t seamless. In the early days, Peak said yes to projects that didn’t play to our strengths.
“We initially took on more of a staffing agency role to support our partners’ needs, but we quickly realized that our true strength lies in creating cohesive teams and experiences that elevate the guest experience,” says Klosterman.
Those lessons helped clarify where we thrive: in environments where we’re brought in as creative partners, not just vendors. It’s a space where we can help shape the experience from the start.
Staff That Brings More Than Speed
A major differentiator in our approach is our team. Instead of gig workers brought in for a day, Peak Beverage relies on a roster of trained professionals who understand how to operate in high-pressure, high-volume environments.
“Our bartenders aren’t just there for a paycheck. Many of them are career professionals who take pride in what they do,” Klosterman explains. “That kind of buy-in makes a huge difference.”
This consistency and experience means not only better service, but also greater flexibility. With multiple layers of event management and built-in contingency planning, we’re prepared for whatever the day throws our way.
Building Events Around the Guest
Today, our strategy starts with a simple question: What does the guest want?
“We’ve started designing experiences by imagining what someone attending one of our events is going to want to drink, see, and feel,” says Klosterman. “And then we build from there.”
This audience-first planning ensures every element—from the drink lineup to the signage to the staff—is cohesive and aligned with the energy of the event.
The Right Partner Makes the Difference
Some production teams are simply looking to check a box. Others want to create something unforgettable. The latter is where we do our best work.
“If the only goal is to move beer quickly, that’s not the best fit for us,” says Klosterman. “But if someone wants to elevate what their event looks like and make food and beverage a meaningful part of that, we can help them get there.”
At events where we’re aligned with the organizers, the results speak for themselves. Guests stay longer, spend more, and leave talking about more than just the headliner.
“When you design an experience people connect with, they remember it—and they come back.”
Creating More Than a Moment
For us, concessions aren’t a one-time thing. We’re building programs that guests look forward to, and that partners can rely on again and again.
“We’re not just trying to survive a show,” Klosterman adds. “We’re thinking about how to make each event better than the last.”
Whether it’s a seasonal market, a concert series, or a multi-day festival, Peak Beverage brings the experience, structure, and creativity to turn food and beverage into something more.
Let’s Talk About Elevating Your Event
Looking to rethink your concessions strategy? We’d love to hear what you’re planning and share how Peak Beverage can help create something intentional, guest-focused, and revenue-positive.