Creative Concessions: Turning Snacks into Revenue-Generating Experiences

Concessions have long been a cornerstone of revenue for event venues, but the standard offerings of popcorn, soda, and pretzels won’t cut it in today’s experience-driven economy. To maximize profitability and enhance the attendee experience, it’s time to rethink concessions as a creative extension of your event. Here’s how you can elevate your concessions game and make them unforgettable – and profitable.

1. Borrow from Other Industries

Other industries have mastered the art of making food and drinks part of the experience. Think about how baseball stadiums turned the ice cream helmet into an iconic keepsake. How can you replicate this at your event?

• Miniature Branded Items: Serve nachos or desserts in reusable bowls shaped like your event mascot or logo.
• Event ‘Happy Meals’: Create combo packs that include themed snacks, a drink, and a small collectible like a pin or magnet tied to the event.

These small, creative twists turn simple concessions into must-have mementos.

2. Theme Snacks

Attendees crave immersive experiences, and themed snacks are an easy way to deliver. Build a menu inspired by your event’s theme, performers, or the season.

• Concert Series: Feature desserts shaped like musical notes or guitar picks.
• Sports Events: Offer snacks that play on team names, like “Cougar Claws” (churros) or “Panther Pops” (gourmet popsicles).
• Seasonal Celebrations: Highlight seasonal flavors like pumpkin spice donuts or strawberry shortcake cookies.

Themed items not only enhance the atmosphere but also give attendees more reasons to post their experience online.

3. Offer Exclusive Items

Take inspiration from Disney’s Mickey-shaped pretzels. When you offer concessions that are exclusive to your venue, you create both a sense of uniqueness and a revenue-driving tradition.

• Signature Snacks: Develop a signature treat that’s only available at your events—whether it’s a special flavor of cotton candy or a unique gourmet popcorn mix.
• Exclusive Branding: Package these items with collectible wrappers, boxes, or cups to make them keepsakes.

Exclusivity creates demand and fuels attendees’ sense of “I have to try this.”

4. Themed Cocktails and Mocktails

Create a menu of Instagram-worthy beverages that tie directly to your event.

• Cocktails for Adults: Serve drinks with dramatic flair—think dry ice, colorful layers, or edible glitter.
• Mocktails for All Ages: Make these just as exciting with vibrant colors, creative garnishes, and fun names.

Pairing these beverages with themed glassware or drink charms adds to their allure.

5. Make Concessions Fun, Outrageous, and Photogenic

The more fun and outrageous your concessions are, the more likely attendees will snap a photo and share it with their followers.

• Giant Food Items: Offer a massive pretzel, oversized ice cream cone, or shareable nacho platter.
• Food Art: Serve desserts shaped like event logos, characters, or themes.
• Interactive Treats: Let attendees customize their snacks with toppings bars for sundaes, popcorn, or nachos.

Outrageous concessions act as built-in marketing when attendees post pictures of their fun finds.

6. Create FOMO (Fear of Missing Out)

Play on scarcity to increase demand and drive revenue.

• Limited-Time Offers: Rotate seasonal or event-specific items so that attendees feel compelled to try them before they’re gone.
• Exclusive VIP Menu: Offer unique items for premium ticket holders, such as craft cocktails or upscale desserts.
• Social Media Challenges: Incentivize attendees to share their purchases online with hashtags or contests for the best post.

FOMO not only drives sales during the event but also encourages future attendees to buy tickets just to experience the buzz-worthy offerings.

Concessions are no longer just a side hustle for event revenue—they’re an opportunity to elevate your brand, enhance the attendee experience, and create lasting memories. By borrowing ideas from other industries, theming your offerings, and designing snacks that people can’t resist sharing, you can turn your concessions into a revenue-generating powerhouse. Get creative, and make sure your event is the talk of the town—long after the last guest leaves.

What’s your version of the ice cream helmet or the Mickey-shaped pretzel? It’s time to find out!