High Spirits Hospitality

What High Spirits Hospitality does

High Spirits Hospitality, LLC is a privately held, woman-owned event and hospitality holding company headquartered at the Judson Mill complex in Greenville, South Carolina, founded by CEO Tammy Johnson with the 2011 launch of Liquid Catering and consolidated under the parent brand in 2017. The company operates seven wholly-owned divisions spanning the full event-services value chain: Liquid Catering (bar and beverage catering, 2,500+ events over 11 years), Bravo1 Protection (hospitality-trained security staffing), High Spirits Events (festival and large-scale event production including the Tacos 'n Tequila Fiesta and Hog & Barrel Festival), Events at Judson Mill and The 405 (two purpose-built event venues totaling ~20,000 sq ft of indoor space), High Spirits Overnight (four short-term rental apartments), and Topside Pool Club (a rooftop membership social club above Falls Park). The technology stack is conventional: a Weebly-hosted marketing website, Google Analytics and Google Ads for web measurement, Facebook/Instagram advertising tools, and Google Maps APIs for venue directions, with no proprietary platform or disclosed AI/ML capabilities.

The business model combines professional-services revenue (event-by-event catering, security staffing, and event production) with venue rental (one-time license fees for event spaces accommodating 200-800 guests), recurring subscription revenue (short-term rental stays and three tiers of office/coworking space at $150-$500/month), and transaction fees from ticketed festivals. Customer segments include wedding and social hosts, corporate clients, festival and event organizers, short-term rental guests, and small-business office users. Go-to-market is event-driven and relationship-driven rather than technology-driven, with customer acquisition concentrated through signature festivals, direct venue bookings, word-of-mouth from 1,000+ annual events, and over $100,000 in annual in-kind sponsorships to local nonprofit partners including the Greenville Chamber, American Cancer Society, and United Way. Named enterprise customers include Prisma Health, Southwest Airlines, and the Greenville Triumph, alongside recurring nonprofit engagements with Artisphere, Euphoria, Fall for Greenville, and Harvest Hope Food Bank.

The company is privately held with no disclosed venture capital, private equity, or debt financing, has grown from a single-person garage operation to approximately 200 total employees, and operates exclusively within the Greenville/Upstate South Carolina market. Its differentiator is structural: an integrated portfolio that lets event clients source venue, bar service, security, festival production, and accommodations from a single provider, supported by 35,000+ square feet of owned or operated real estate and a decades-deep local reputation recognized through multiple regional awards including the 2020 NACE Venue of the Year, the 2020 Roaring Twenties designation, and the 2021 Greenville Chamber Small Business of the Year.

Name

High Spirits Hospitality

Legal name

High Spirits Hospitality, LLC

Website

https://highspiritshospitality.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

High Spirits Hospitality is a woman-owned, Greenville, SC-based holding company operating seven integrated event and hospitality brands spanning bar catering, security staffing, festival production, multi-venue event rental, short-term accommodations, and coworking, serving wedding hosts, corporate clients, festival organizers, and travelers in the Upstate South Carolina market.

Ownership category

akta.pro rank

Product category

Event Hospitality Services

NAICS

Drinking Places (Alcoholic Beverages) (72241), Food Services and Drinking Places (722)

SIC

Retail-Eating & Drinking Places (5810), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

akta.pro secondary industries

Event Hospitality & VIP Lounge Staff (HSACAEAH), Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH), Beverage Services (Bar Catering, Mixology, Beverage Programs) (THAHAKAJ), Corporate Hospitality, VIP Hosting & Client Entertainment (Internal-led) (THAHAIAI)

Keywords

• Event hospitality services
• Beverage catering
• Event venue rental
• Private security services
• Event production

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bartending and Beverage Catering: Full-service bar and beverage catering for weddings, corporate events, private parties, galas, and festivals. The company's first business venture, Liquid Catering, has over 2,500 events and 11 years of experience.
2. Venue Rental: Event venue operations including Events at Judson Mill (The Annex 5,600 sq ft, Smokestack 3,200 sq ft), The 405 (11,500 sq ft indoor + 3,000 sq ft covered patio), and Topside Pool Club. Venues accommodate 200-800 guests.
3. Security Services: Bravo1 Protection provides hospitality-driven security services for bars, venues, festivals and businesses, including staffing support for large-scale events.
4. Event Production: High Spirits Events produces festivals and large-scale events including Tacos 'n Tequila Fiesta and Hog & Barrel: A Bourbon, BBQ & Bacon Festival.
5. Accommodations: High Spirits Overnight offers short-term rental accommodations near downtown Greenville.
6. Office Rentals: Private office and open coworking space rentals at Judson Mill location. Includes 24/7 access, conference room bookings, and utilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

High Spirits Hospitality operates as a multi-brand event and hospitality holding company in Greenville, SC, providing bar and beverage catering (Liquid Catering), event venues (Events at Judson Mill and The 405), hospitality-driven security (Bravo1 Protection), festival and event production (High Spirits Events), short-term rental accommodations (High Spirits Overnight), and a rooftop membership pool club (Topside Pool Club). The company executes 1,000+ events per year for weddings, corporate functions, galas, festivals, and private parties, and also offers coworking/office rentals at its Judson Mill headquarters.

Product overview

High Spirits Hospitality operates as a hospitality holding company overseeing seven independent brands across the event and hospitality sector. The portfolio includes Liquid Catering (beverage/catering), Bravo1 Protection (security), High Spirits Events (event production/festivals), two event venues (Events at Judson Mill and The 405), a short-term accommodations division (High Spirits Overnight), and management of Topside Pool Club (rooftop pool membership club). The company also offers office/coworking space rentals as an ancillary service. Services are delivered through a network of divisions rather than a unified software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Liquid Catering The Upstate's leading bar and beverage catering company, providing full-service beverage packages for weddings, corporate events, private parties, galas, and festivals. With 11 years and over 2,500 events catered, including events ranging from 25 to 10,000 guests.
• Bravo1 Protection Upstate South Carolina's private security company specializing in hospitality-driven security services for bars, venues, festivals, and businesses. Officers are trained to provide protection while delivering excellent customer service.
• High Spirits Events Event production company focused on producing high-volume festivals and events, including the Tacos 'n Tequila Fiesta and Hog & Barrel: A Bourbon, BBQ & Bacon Festival. Also plans and executes large-scale events with 500+ guests.
• Events at Judson Mill Multi-use event venue at the historic Judson Mill textile mill featuring two event spaces \u2014 The Annex (5,600 sq ft, up to 500 guests) and The Smokestack (3,200 sq ft, up to 200 guests) \u2014 plus outdoor courtyards, for weddings, corporate events, and celebrations.
• The 405 Downtown Greenville's largest independent event venue with 11,500 square feet of indoor space and a 3,000-square-foot covered patio along the Reedy River. Ideal for weddings, corporate events, and fundraisers with a capacity of 150-800 guests.
• High Spirits Overnight Luxury accommodation division offering clean and comfortable short-term rental stays near downtown Greenville, comprising four apartments operated as Airbnb-style rentals.
• Topside Pool Club Seven-story rooftop private membership social club overlooking Falls Park in downtown Greenville. Members enjoy full pool access during business hours and special event opportunities.
• Office Rentals Private office and open coworking space rentals near Judson Mill, offering three tiers: Private Office ($500/month for 1-2 team members, 77-99 sq ft with 10 hours conference room access), Compact Office ($300/month, 5'x8' space with 5 hours conference room access), and Flex Worker ($150/month for open desk access 24/7).

Quantifiable outcome

• Over 1,000 events executed annually across all divisions
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Six partnerships are on record, tiered core, minor and moderate.

• Greenville Chamber of CommercecoreOthersActive partnership including board participation by CEO Tammy Johnson. The company has received Small Business of the Year recognition and ongoing chamber engagement including events and networking.
• American Cancer SocietyminorOthersAnnual in-kind sponsorship recipient. The company provides sponsorships to community organizations as part of their giving-back initiative.
• United Way of Greenville CountyminorOthersAnnual in-kind sponsorship recipient through the company's community giving program.
• Greenville Technical College Culinary InstitutemoderateOthersTacos 'n Tequila Fiesta proceeds benefit The Culinary Institute of The Carolinas at Greenville Technical College. Company also has advisory committee representation.
• Dabo's All In Team FoundationminorOthersIn-kind sponsorship recipient as part of annual corporate giving program.
• euphoriamoderateOthersFood, wine, and music festival where CEO Tammy Johnson serves on the board. Bravo1 Protection provides security services for the event.

Scale indicators6 records

Recent moves15 records

Expansion highlights6 records

Others

• The Knot Worldwide: Wedding marketplace connecting couples to vendors including bartenders, caterers, and venues. Adjacent ecosystem participant relevant to High Spirits' wedding-driven demand rather than a direct competitor.
• PRA (now CWT Events): Corporate event management agency serving enterprise clients with meetings, incentives, and event production. Adjacent to High Spirits' corporate event business as a scaled partner/competitor for enterprise hospitality contracts.

Broad incumbents

• Marriott International: Global hotel and event-hospitality group with extensive meeting, event, and catering operations. Comparable as a broad incumbent in event venues, catering, and group hospitality — the scale ceiling High Spirits could pursue.
• Hilton Hotels & Resorts: Global hotel group with extensive event, catering, and banquet operations including EventReady programs. Comparable to the venue + catering combination offered by The 405 and Liquid Catering.
• Live Nation Entertainment: Global live event and festival production company. Comparable to High Spirits Events' festival production arm (Tacos 'n Tequila, Hog & Barrel) as the scaled incumbent in festival/event IP and ticketed experiences.

Direct peers

• The Treasury on the Plaza: Specialized event venue operator for weddings, corporate events, and galas. Comparable to Events at Judson Mill and The 405 as a destination event-venue operator with similar capacity and use cases.
• Distinctive Events: Full-service event production and rental company covering tents, design, and event logistics. Comparable to High Spirits Events and Bravo1 Protection in delivering integrated event production and staffing.
• Muddy's Bartending: Mobile bartending service for weddings and events offering certified bartenders, bar rentals, and beverage packages. Closely comparable to Liquid Catering's core bar-catering offering.
• Bottles & Bronze: Mobile bartending and beverage catering company serving weddings, corporate events, and private parties. Directly comparable to Liquid Catering as a specialized bar/beverage catering service for the events industry.

Emerging players

• Sonder Holdings: Tech-enabled short-term rental and apartment-hotel operator. Comparable to High Spirits Overnight as a managed short-term accommodation brand in desirable urban/market locations.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/high-spirits-hospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 records

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 High Spirits Hospitality