The events market in Brazil is growing and becoming increasingly important. Within this sector, service experiences are particularly crucial. This paper analyzes the service experience of the Tardezinha event. For this purpose, qualitative interviews were conducted with the audience that attended the 2023 edition. The analysis aimed to identify both positive and negative aspects and how they affected the consumer experience. The main findings highlight the performance of singer Thiaguinho as a highlight of the experience, which was widely praised by the audience. The quality of the performances, the infectious energy and the interaction with the audience were highlighted as positive aspects. However, negative aspects related to organizational challenges were also identified, such as long lines, lack of payment signals, and staff shortages. This study can provide a better understanding of the service experience at events in Brazil and point to continuous improvements in event management.