Main caption: Concessions Manager Kobby Paul-Csernai shares how themed cocktail programs come to life at Little Caesars Arena in Detroit.
Kobby Paul-Csernai, concessions manager at Little Caesars Arena in Detroit, helps Delaware North Sportservice infuse creativity into beverage offerings to create a memorable guest experience while driving revenue and brand differentiation at the arena.
In this Q&A, Paul-Csernai, who has been with Delaware North for eight years and helped open Little Caesars Arena, shares tips and insights into curating special beverages for concerts and events.
at blink-182 concert
at Detroit Pistons game
at Katy Perry concert
How and when did you start coming up with themed cocktails for concerts and events?
When I joined the arena in catering, I enjoyed creating fun and unique cocktails for our VIP guests – it added a personalized, memorable touch. So, when I transitioned into overseeing concessions, I immediately recognized a new opportunity. We had a great audience and way enhance their experience with a creative drink program.
The concert drink program was still in its early stages when I took over concessions. Since then, it has seen tremendous growth, reflecting strong guest demand and the creativity and strategy we’ve brought to the program.
How do you develop ideas, and what does a typical process look like from concept to execution?
I kick off the process each month by crafting a fresh lineup of themed cocktails, carefully tailored to upcoming concerts and events. It’s one of my favorite parts of the job – blending creativity with strategy to deliver an experience that drives guest satisfaction and sales.
I start by researching each artist, looking for inspiration beyond song titles. Whether it’s a lyric, an album theme or the artist’s aesthetic, I try to find elements that can be translated into a cocktail. The goal is to create drinks that feel authentic and thoughtfully connected to the performer.
One of the most rewarding moments is seeing guests approach the cart to take photos and express their excitement at the personalization – that’s what it’s all about. The biggest takeaway is that when you put in the time to do real research and move beyond simply naming a drink after a song, you create an experience that resonates – and the results speak for themselves, both in guest response and in revenue.
How do you collaborate with other team members to execute these programs?
While I lead the development of the themed cocktails, I’m fortunate to collaborate with a fantastic support team that plays a critical role in bringing the entire experience to life. Kara Horstmann, our marketing manager, is a standout contributor who helps transform each concept into a fully realized visual experience. From eye-catching signage to themed cart décor, her creativity and attention to detail elevate the presentation and significantly enhance guest engagement.
We also work closely with an external vendor, J. Frederick Enterprises, who assists with custom flavor and color syrups tailored to each theme. This expertise allows us to develop unique cocktail elements that align with our events’ visual and flavor profiles. This collaborative approach ensures a cohesive, high-quality experience from concept to execution.
How do you incorporate an artist’s brand or music into a cocktail recipe, drinkware or cocktail name?
It all starts with research. I dive into the artist’s music, imagery, lyrics and brand to find elements that can be thoughtfully translated into the drink experience. Sometimes it’s a play on a well-known song title, other times it’s a nod to an album, music video or the artist’s signature aesthetic.
From there, I craft a cocktail that not only reflects that inspiration but also tastes great and fits the show’s vibe. The drinkware and presentation are just as important – we might use custom garnishes, unique glassware or fun props such as syringes, light-up ice cubes, cotton candy or color themes.
The naming process is also key. I avoid simply attaching a song title to a drink. Instead, I aim to create a name that feels intentional and clever – something that makes fans smile because they recognize the connection. It creates a full-circle moment that enhances the concert experience and makes the drink cart a true destination.
We also carefully select drinkware that not only complements the flavor profile and theme of the cocktail but also enhances the storytelling behind it. Personal touches tied to the artist – such as references to their fan base, iconic visuals or album art – are key in creating a meaningful connection.
Whether it’s using a syringe for a shot or a fishbowl for a large-format drink, the vessel becomes part of the visual and emotional impact. It’s not just about presentation – it’s about crafting a full-sensory moment.
How do fans typically react? Have you seen a cocktail go viral or become unexpectedly popular?
My favorite part of creating these carts is seeing the guests’ reactions. Watching them light up when they connect the drink and the artist is incredibly rewarding. It turns a simple beverage into a memorable part of their concert experience.
One standout moment was during the Blink-182 shows. We created a nurse-themed cocktail inspired by the band’s iconic imagery, complete with a drink syringe and nurse hat for an extra fun twist. The response was overwhelming – we were featured on multiple local radio stations, and our client, Olympia Entertainment, shared it across their official social media platforms.
The drink not only gained attention, but it also performed. It was a great example of how creativity, attention to detail and understanding the fans can help a themed beverage become a viral success.
What challenges do you encounter in operationalizing your cocktails, and how do you overcome them?
One of the biggest challenges is executing a high-volume cocktail program within a limited space. We’re often tasked with delivering thousands of drinks quickly, all while working from compact, mobile setups. Efficiency, organization and preparation are critical to execution.
Another early hurdle was finding the right team members who could prepare the drinks and help market them. Presentation and personality matter just as much as the recipe – guests are more likely to engage when staff are knowledgeable, enthusiastic and can share the story behind the drink. We’ve built a strong team that understands both the service side and the brand experience we’re creating.
With the right people in place and a streamlined setup, we’ve turned those initial challenges into strengths – and continue to grow the program.
What advice would you give to other venues considering a similar program?
Just go for it! Don’t be afraid to get creative and build something unique for your guests – they love personal touches. When you take the time to design a cocktail experience that connects with the artist and the fan base, it transforms a standard concession item into something truly memorable.
This program has shown the value of going beyond the basics. There’s so much potential to create consistent, elevated guest experiences that drive engagement and revenue. Start small, focus on quality and creativity, and let the fan reactions guide your growth. The impact makes the planning and effort all worth it.