This study aimed to define which concepts in the services marketing and consumer behavior literatures are present in the day to day of the Quinta do Chapecó Event Venue and which ones could be better utilized. Firstly, a study on the existing literature of these subjects was done and, then, an interview with the managing partners of the company to identify the steps followed from the sale of an event to its realization. Lastly, an analysis of what was identified at the venue in light of the theoretical concepts was made and the points that should be better used were appointed.