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Events • Experiential • Bar Consulting • Permitting
For brands, festivals, private residences, and high-profile events that should feel considered, polished, and anything but ordinary.
Trusted By
Private residences • Executive gatherings • Luxury celebrations • High-discretion events
Immersive Experiences
Curated Details
Refined Hospitality
By invitation•By design•By curiosity
What We Do
Services by Curious
Strategy, design, permits, bars, culinary, and unforgettable experiences.
Bars by Curious
Custom bar concepts, cocktail execution, premium staffing.
Menus by Curious
Cocktail menus, bar programs, creative beverage direction.
Permits by Curious
ABC guidance, permitting support, operational planning.
Experiences by Curious
Theatrical cocktails, immersive activations, unforgettable moments.
Vibe Strategy & Design
Spatial feel, hospitality flow, aesthetic direction.
Culinary & Talent
Chef partnerships, food experiences, standout hospitality talent.
About The Curious Group
Founded by hospitality operators. Built for memorable experiences.
The Curious Group is led by Zach Patterson, co-founder of Umbrella Hospitality Group and an award-winning hospitality creative with deep experience across cocktail bars, restaurants, private events, brand activations, hotel F&B, beverage programs, and high-discretion celebrations.
The work sits at the intersection of strategy, design, beverage, permitting, staffing, and guest experience. For larger projects, The Curious Group brings in trusted bartenders, chefs, producers, designers, and event leads so the right people are matched to the room, and the execution feels effortless from the guest side.
Operator-ledBuilt by people who understand bars, venues, service pressure, and live event execution.
Beverage authorityCocktail programs, consulting, activations, and menus shaped by award-winning hospitality experience.
Design-mindedAtmosphere, spatial flow, service moments, and guest memory designed with intention.
Selected Work
A few favorite rooms.
Dentsu / Ritual
San Diego Vibe Fest • Brand activation • Bar execution
EEEEEATSCON
Permitting support • Alcohol compliance
Brand Activations
Large-scale outdoor experiences
Baileys / Diageo
Branded bar service • Guest experience
Private Residences
Luxury celebrations • High-discretion events
If you’re looking to do something different, you found us.
Start Something CuriousStart a Project
Tell us what you’re building.
Share the basics. We’ll follow up to talk through the bar, the flow, the permits, and the feeling people should remember.