Sbg Hospitality Llc

What Sbg Hospitality Llc does

SBG Hospitality LLC is a privately held Texas-based event management and placemaking company headquartered in McKinney (7200 W University Dr., Suite 210) that plans, produces, and promotes community events, festivals, 5K runs, food and wine experiences, and amenity programming across the North Texas / Dallas-Fort Worth region. Founded in 2018 and operating as an LLC, the company runs an annual portfolio of 18+ signature events including Frisco Uncorked, McKinney Wine & Music Festival, Frisco Oktoberfest, Texas Tastemakers Festival, Texas Music Revolution, Fort Worth Fried Chicken & Craft Beer Fest, McKinney Monster Dash 5K, McKinney Sip & Stroll drink-walk series, Solterra Solfest, and a recurring St. Patrick's Day Shamrock Run, while also delivering contracted event production services for property developers, master-planned communities, and municipalities.

The company monetizes through four streams: (1) consumer ticket sales priced $20–$80 across tiered passes — including Frisco Uncorked VIP Grand Tasting at $80, Wine + Food Tasting Pass at $60, Wine Tasting Pass at $40, Mini Tasting Pass at $20, McKinney Craft Beer Walk at $30, and McKinney Margarita Stroll at $30; (2) vendor booth and application fees collected from artisans, food, and beverage participants via Eventeny; (3) tiered sponsorship packages sold to brands, with H-E-B as presenting sponsor of Texas Tastemakers Festival and Frisco Uncorked, and recurring sponsors including Whataburger, Central Market, Russell Realty, HOTWORX, Texans Credit Union, and Omni Hotels; and (4) fee-for-service event production contracts with master-planned community developers such as Johnson Development (Sienna, Solterra), Trinity Falls, Two Step Farm, District 121, plus venues including The Star in Frisco (FC Dallas Soccer Celebration, ACM Country Kickoff, Wrangler Round Up) and Legacy West in Plano.

Operationally, SBG is a small, founder-led team (1–10 employees) led by President Lauren Stephan and Vice President of Operations Airess Gonzales (promoted from Director of Festivals and Events in June 2022), supplemented by event coordinators, marketing staff, and interns. Distribution runs through Eventbrite (ticketing), Eventeny (vendor applications), and a SquareSpace-hosted website; social media (Facebook, Instagram) plus email newsletters are the primary marketing channels. The geographic footprint is strictly regional — McKinney, Frisco, Plano, Allen, Prosper, Celina, Mesquite, Fort Worth — with no external institutional funding, no proprietary technology stack, no patents, and a track record of awards including the 2023 Visit McKinney Tourism Partner of the Year.

Name

Sbg Hospitality Llc

Legal name

SBG Hospitality LLC

Website

https://sbghospitality.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

SBG Hospitality LLC is a McKinney, Texas-based event management and placemaking company producing 18+ annual community festivals, 5K runs, and food/wine events across North Texas for property developers, master-planned communities, municipalities, sponsors, and consumer attendees.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Food Service Contractors (722310), Caterers (722320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Festival & Event Producers/Organizers (MPAIAFAC)

akta.pro secondary industries

Food, Wine & Beverage Festivals/Expos (MPAGAFAE), Food, Drink & Culinary Community Festivals (Community-Led) (MPAGAEAF), Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL)

Keywords

• Community event planning
• Festival production services
• Placemaking event management
• 5K run event organization
• Corporate event sponsorship

Headquarters

HQ city

Mckinney

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticket Sales: Revenue from selling tickets to 5K runs, beer walks, wine festivals, and other community events. Ticket prices range from $20-$80 depending on event and pass type.
2. Vendor Booth Fees: Fees charged to vendors (food, beverage, artisans, retailers) to participate in events and markets.
3. Sponsorship Packages: Revenue from brand sponsorships at events, offering branding, on-site activation, and marketing exposure to sponsors.
4. Hired Event Services: The company is hired by property developers, master-planned communities, and municipalities to plan and execute events as part of placemaking and community development strategies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

SBG Hospitality plans, produces, and markets community events, festivals, and amenity programming in North Texas. The company produces 18+ annual events spanning food and wine festivals, 5K runs, drink walk series, music festivals, and community markets, serving both consumer attendees through ticket sales and B2B clients (property developers, master-planned communities, municipalities) through hired event production and placemaking services.

Product overview

SBG Hospitality is a Texas-based event management company specializing in creating, organizing, and promoting community events. Their offering consists of a unified suite of event services centered around community event production and placemaking. The core services include Community Events, Event Marketing, and Amenity & Event Programming, which are supported by Vendor Partnership and Sponsorship programs. The company produces over 18 annual signature events including festivals (Frisco Uncorked, McKinney Wine & Music Festival, Fort Worth Fried Chicken & Craft Beer Fest, Texas Tastemakers Festival), 5K runs (Shamrock Run, Monster Dash, Trail Day), drink walk series (Sip & Stroll, Prosper on Tap!), music events (Texas Music Revolution, ACM Country Kickoff), and community markets (Celina Friday Night Market, Family Fun Days at The Farm). Events are produced for third-party clients including master-planned communities (District 121, Trinity Falls, Sienna) and venues (The Star in Frisco, TUPPS Brewery).

Differentiator

Problem solved

Functional benefit

Products and services

• Event Production Services (Hire SBG)

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered core and minor.

• The Star (Frisco)coreStrategic or Co-development PartnerPremier sports and entertainment district in Frisco. SBG organizes events at The Star including ACM Country Kickoff and Wrangler Round Up, operating at Tostitos Championship Plaza.
• Legacy WestcoreStrategic or Co-development PartnerMixed-use development in Plano. Hosts Plano Food & Wine Festival venue.
• H-E-BcoreGTM or Marketing PartnerTexas-based grocery retailer. Presenting sponsor of Texas Tastemakers Festival and Frisco Uncorked.
• Frisco SquarecoreStrategic or Co-development PartnerFrisco's downtown entertainment district. Hosts Frisco Oktoberfest and Frisco Uncorked events.
• Central MarketminorGTM or Marketing PartnerTexas-based specialty grocery retailer, event partner.
• WhataburgerminorGTM or Marketing PartnerTexas-based fast food chain, event sponsor.
• Tupps BrewerycoreStrategic or Co-development PartnerMcKinney-based craft brewery. Long-standing partner hosting events at their venue and providing beverages for festivals.
• McKinney CDCminorGTM or Marketing PartnerCommunity development corporation, event partner for McKinney events.
• Omni Hotels (Frisco)minorStrategic or Co-development PartnerOfficial hotel partner for Frisco Uncorked, providing accommodation for event attendees.
• District 121coreStrategic or Co-development PartnerDining/entertainment destination in McKinney adjacent to Craig Ranch. SBG produces all events and entertainment for District 121.
• Visit McKinneycoreStrategic or Co-development PartnerMcKinney's tourism organization. SBG named 2023 Tourism Partner of the Year; collaborated on community events and live music initiatives.
• Warriors KeepminorGTM or Marketing PartnerLocal veteran organization. Recurring non-profit partner for multiple SBG events, receiving portion of event proceeds.
• Frisco Arts FoundationminorGTM or Marketing PartnerArts advocacy organization. Non-profit partner for Frisco Uncorked.
• VFW (Veterans of Foreign Wars)minorGTM or Marketing PartnerVeterans organization. Recurring non-profit partner receiving portion of event proceeds.
• Traffic 911minorGTM or Marketing PartnerNon-profit organization. Recurring non-profit partner for SBG events.
• One Heart McKinneyminorGTM or Marketing PartnerLocal non-profit. Recurring non-profit partner for SBG events.
• Johnson DevelopmentcoreStrategic or Co-development PartnerMaster-planned community developer. Hired SBG for three consecutive years to produce Run for the Rosé 5K for Sienna community as signature marketing event.
• Sienna (Johnson Development)coreStrategic or Co-development PartnerMaster-planned community in Texas. Annual host of Run for the Rosé 5K produced by SBG.
• Trinity FallscoreStrategic or Co-development PartnerMaster-planned community in McKinney. Annual host of Trinity Falls Trail Day 5K.
• Solterra (Johnson Development)coreStrategic or Co-development PartnerMesquite's newest master-planned community. SBG produced Solterra Solfest for grand opening and 2024 Solar Eclipse celebration.
• Two Step FarmcoreStrategic or Co-development PartnerMaster-planned community. SBG led planning and production of grand opening festival with 20 model homes, live music, and family activities.
• FC DallascoreStrategic or Co-development PartnerMajor League Soccer team. Hired SBG to execute FC Dallas Soccer Celebration, a 40-day fan experience at The Star including World Cup 2026 viewing.
• ACM (Academy of Country Music)coreStrategic or Co-development PartnerCountry music awards organization. SBG organized ACM Country Kickoff festival at The Star celebrating ACM Awards return to North Texas.
• City of CelinaminorStrategic or Co-development PartnerMunicipality. SBG produces Celina Friday Night Market, a monthly community market in Downtown Celina.
• Russell RealtyminorGTM or Marketing PartnerReal estate company. Presenting sponsor of McKinney Sip & Stroll Series.
• Texans Credit UnionminorGTM or Marketing PartnerCredit union. Presenting sponsor of McKinney Monster Dash 5K.
• HOTWORXminorGTM or Marketing PartnerFitness franchise. Presenting sponsor of McKinney Shamrock Run 5K.
• The Farm (Allen)minorStrategic or Co-development PartnerFamily-friendly venue in Allen. Host of Family Fun Days at The Farm, a free monthly event series produced by SBG.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Spectra (Legends Hospitality): Major venue management, food services, and event production company operating in stadiums, arenas, and convention centers. Comparable as a broader, incumbent-scale provider of contracted event production and venue programming services, competing for similar developer and municipal contracts.
• Live Nation Entertainment: Global live entertainment conglomerate operating festivals, concerts, venues, and ticketing. Comparable as a broad incumbent across the full festival and live-event stack that SBG competes in at the regional/consumer-festival layer.
• AEG Presents: One of the world's largest live entertainment and venue operators, producing festivals, concerts, and special events globally. Comparable as a broad incumbent in live event production and festival organization, though at vastly larger scale and geographic reach than SBG's regional North Texas portfolio.
• Jack Morton Worldwide: Global brand experience agency producing events, experiential marketing, and sponsorships for major brands. Comparable in the contracted event production and sponsorship-activation segment of SBG's B2B placemaking business, though operating at enterprise scale and across geographies.
• MKG (events agency): Experience marketing and events agency producing festivals, brand activations, and large-scale consumer events. Comparable in contracted event production capabilities for sponsors and venue operators, with overlapping festival and food/beverage event expertise.
• George P. Johnson Experience Marketing: Large experience marketing agency producing brand events, activations, and festivals for global clients. Comparable in the contracted brand-sponsored event production layer of SBG's business, with overlapping food/beverage and consumer festival capabilities.

Direct peers

• C3 Presents: Austin-based festival and live event producer best known for Austin City Limits Music Festival and Lollapalooza. Most direct comparable to SBG in scale of consumer-facing festival production in Texas, with a similar food/beverage/music programming model and venue-operator relationships.

Regional players

• FreeRange Concepts: Dallas-based hospitality group operating bars, restaurants, and event venues across North Texas. Comparable as a DFW regional operator combining hospitality venues with curated food/beverage events, intersecting SBG's vendor and venue partner network in the same metro.

Emerging players

• BBR Creative: Smaller regional event production and marketing agency producing food, wine, and community festivals for cities and developers. Comparable as a similarly-sized peer in the placemaking and food/beverage festival production space, competing for similar municipal and developer contracts.
• Local Eventive (Eventive): Event management and ticketing platform focused on independent festivals, food/beverage events, and community-driven programming. Comparable at the tech-enabled layer for independent/community food and beverage festivals similar to SBG's Frisco Uncorked and McKinney Wine & Music Festival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sbghospitality
• Facebookfacebook.com/sbghospitality
• LinkedInlinkedin.com/company/sbg-hospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Sbg Hospitality Llc