Alpine Event Company

What Alpine Event Company does

Alpine Event Company, doing business as Diamond Event & Tent and legally incorporated as Diamond Event, Inc., is a private event and party rental company founded in 1984 and headquartered in Utah. The company rents an extensive inventory of event equipment—tents, chairs, tables, linens, lighting, dance floors, audio/visual equipment, catering supplies, specialty items, and its own proprietary Alpine Event Collection line—to event planners and coordinators, corporate clients, individual consumers, and event venues along Utah's Wasatch Front. Underlying technology consists of an event-rental inventory management layer and an e-commerce catalog website; the company also operates a physical showroom at 4518 S 500 W, Salt Lake City, where customers can view and mockup items with CERP-certified staff. A "Design with AI" tool, powered by third-party provider June.ai, is embedded in the website for event-design assistance.

The company's revenue model is per-unit and per-rental-period equipment rental fees, with example pricing such as the Louis Traditional Fabric Chair at $16.50, the King Serpentine Radial Table at $45.00, and the Coffee Cart with Freezer at $550.00. Go-to-market is direct-to-consumer through a showroom plus an e-commerce catalog, with delivery along the Wasatch Front, Will Call pickup, and a referral to sister company Vault Event Rentals for luxury and trend-forward customers. Distribution relies on the company's own digital channels (website, blog, email newsletter, Instagram) and Google reviews for bottom-of-funnel social proof, and the business is privately held with no disclosed investors, funding rounds, or institutional ownership.

Name

Alpine Event Company

Legal name

Diamond Event, Inc.

Website

https://alpineevent.co

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Alpine Event Company, operating as Diamond Event & Tent, is a Utah-based event rental firm founded in 1984 that rents tents, furniture, linens, lighting, audio/visual equipment, and catering supplies to event planners, corporate clients, and consumers along the Wasatch Front.

Ownership category

akta.pro rank

Product category

Event Equipment Rental Services

NAICS

All Other Consumer Goods Rental (532289)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Tent & Canopy Rentals (HSACAFAA)

akta.pro secondary industries

Event Furniture Rentals (Tables, Chairs, Lounge) (HSACAFAB), Corporate Event Rentals (Furniture, Staging, Tents) (HSACADAI), Outdoor Event Equipment Rentals (Umbrellas, Patio Heaters, Fire Pits) (HSACAFAL)

Keywords

• Event equipment rental
• Tent rental services
• Party rental supplies
• Furniture rental services
• Audio visual rental

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Equipment Rentals: Rental of event equipment including tents, chairs, tables, linens, lighting, dance floors, audio-visual equipment, catering supplies, and specialty items. Revenue is generated through rental fees with items priced per unit and duration.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Alpine Event Company rents event equipment including tents, furniture, chairs, tables, linens, lighting, audio/visual equipment, dance floors, and catering supplies to event planners, corporate clients, and individual consumers. The company operates a showroom in Salt Lake City, offers delivery along the Wasatch Front, and provides customer pickup (Will Call) options. Their proprietary Alpine Event Collection represents a signature curated brand of rental pieces.

Product overview

Diamond Event & Tent is an event and party rental company offering a comprehensive rental catalog of equipment and supplies for events ranging from small family gatherings to large corporate events. The core product is event tent rentals, complemented by an extensive portfolio of rental categories including furniture (chairs, tables, sofas), decor, lighting, audio/visual equipment, linens, tabletop items, dance floors, staging, and catering supplies. The company also offers its own proprietary Alpine Event Collection brand of curated rental pieces. Services include delivery along the Wasatch Front, pickup options (Will Call), and showroom viewing in Salt Lake City where customers can see and select items. The company has been operating for over 40 years and employs CERP-certified staff.

Differentiator

Problem solved

Functional benefit

Brands

• Alpine Event Collection: Product category featuring Alpine-branded event rental items

Products and services

• Tent Rentals Event tent rentals including frame tents, pole tents, and sailcloth structures for outdoor event coverage, serving weddings, corporate functions, and large-scale events.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Vault Event RentalsminorOthersSister company referral relationship where Diamond Event & Tent directs customers seeking curated event design consultation and trend-forward, luxury event rental pieces to Vault Event Rentals. This is a complementary brand positioning rather than formal partnership.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Vault Event Rentals: Diamond's own sister brand offering curated, luxury event rental pieces to the same Utah event market; directly comparable in product and geography, targeting the premium tier.
• Bright Event Rentals: Multi-market event rental firm supplying furniture, tabletop, tents and decor to weddings and corporate events, directly comparable in offering and customer segments.
• Party Reflections: Long-established regional event and tent rental company serving weddings, corporate and social events with delivery, setup and showroom sales.
• Peerless Events and Tents: Regional tent and event rental provider offering tents, tables, chairs, linens and staging with delivery and setup, mirroring Diamond's full-service model.
• All Occasions Event Rental: Full-service tent, furniture, linen and event equipment rental company; same one-stop rental model and event-planner/wedding/corporate customer base.
• Stuart Rental Company: Event rental provider offering furniture, tents, staging and AV for corporate and social events, comparable in inventory breadth and full-service delivery model.

Others

• BBJ La Tavola: Specialist event linen rental supplier; adjacent to Diamond's linen category and often used by the same event planners, but narrower in scope.

Regional players

• Sperry Tents: Specialty sailcloth and event tent rental provider; overlaps Diamond's core tent business but operates through a franchise/regional model in different territories.
• Classic Event Rentals: Regional party and event equipment rental operator offering tents, tables, chairs and linens; comparable business model serving a different local geography.

Broad incumbents

• CORT Events: National furniture and event rental company with broad inventory serving corporate events and trade shows; larger-scale incumbent overlapping Diamond's furniture and event segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/diamondevent

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alpine Event Company