A New American Town - Bentonville, Arkansas
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A New American Town - Bentonville, Arkansas
How Wolfgang Puck Catering Is Shaping Crystal Bridges Dining with Lauren Eck
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You don’t usually walk into an art museum wondering what you’ll eat but once you’ve spent a full day at Crystal Bridges, food becomes part of the adventure. We’re joined by Lauren Eck, Regional Vice President of Sales for Wolfgang Puck Catering, to talk about the new partnership at Crystal Bridges Museum of American Art and what it means for museum dining in Bentonville, Arkansas as the campus grows and visitor expectations keep rising.
We get into the ethos behind Wolfgang Puck Catering and why it lines up so naturally with Crystal Bridges and The Momentary: accessibility without lowering the standard. Lauren shares how “elevated” doesn’t have to mean expensive, how thoughtful hospitality starts long before someone sits down to eat, and why great people matter even more than great recipes. We also talk about designing food and beverage that complements exhibits, supports all-day exploration, and welcomes everyone including guests with dietary restrictions.
If you care about farm-to-table dining, local Arkansas ingredients, and the future of hospitality in Northwest Arkansas, you’ll love the behind-the-scenes details, including how the team sourced farmers market strawberries for the Crystal Bridges gala. Lauren also teases what’s ahead as experience-driven dining grows, from roaming small plates to big plans leading into 2027.
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Welcome And Guest Introduction
SPEAKER_01Welcome to A New American Town, the podcast of Visit Bentonville. I am grateful to be your host, Graham Cobb, and I am even more grateful to visit with my next guest, Lauren Eck, Regional Vice President of Sales for Wolfgang Puck Catering. Lauren, welcome to the podcast.
SPEAKER_00Thanks so much for
Lauren’s Path Into Catering
SPEAKER_00having me.
SPEAKER_01So can you tell us a little bit about your journey and your role with Wolfgang Puck Catering?
SPEAKER_00Sure. So ever since I was a little girl, I kind of knew I wanted to plan parties. My mom was a stay-at-home mom and volunteered often. And she volunteered for the local hospital. And I remember being seven years old and walking into one of the gallas that she was in charge of planning, and it was Mardi Gras themed. And on the table there were Mardi Gras beads, and you could see kind of people up in the balconies and overlooking the party. And I just thought, this is so cool. How do I get to come to this? And of course, I was far too young at seven to attend. So that was not an option. And that was kind of when the spark in events started for me. And then it wasn't until a little further down the road when I was really interested in food and beverage. So went to college at Penn State University and went right into event planning right there. I worked for a festival, which was an art festival, which was really fun, which kind of started me it with my love and interest of art and kind of creative art. And then from there, I interned at a company called Design Cuisine in Washington, D.C. Okay. And was able to really see some magnificent events, as you can imagine, in the DC area, including an event at the White House, which was fun. And that's when my love of food was okay, I I really need to get into the catering side of this business. My fiance and I at the time moved to Dallas, Texas, and started working for a small catering company there. And then about two years in, I was recruited over to Wolfgang Puck Catering and have been there for the last 14 years, which I can't believe.
SPEAKER_01Wow. I thought you were going to say like four years. No. 14.
Why Crystal Bridges Chose Wolfgang Puck
SPEAKER_01Well, I'm I'm so glad that you brought up art because we're here to talk about Wolfgang Puck catering, uh taking over the role uh of with Crystal Bridges Museum of American Art just in time for this big expansion. Yes. Now, our listeners are gonna be familiar with Crystal Bridges, and they're probably gonna be familiar with the ethos of Crystal Bridges, which is that everyone deserves access to art. Can you talk about the ethos of Wolfgang Puck catering?
SPEAKER_00Yeah. So what's interesting with Wolfgang Puck catering is we truly believe in the power of food. And we actually have a really unique video that is called Power of Food, and it gives you a little glimpse into our chefs and our creatives behind the scenes. But there's a whole quote in there that says, where passion meets farm to table ingredients, and every dish becomes part of a larger story. And to me, I just love that one quote specifically because we get to be a part of people's story and we get to be a part of people's memories. And it's part of what's unique about Crystal Bridges and this partnership with Wolfgang Peck Catering is we get to be a part of people's story when they come to Bentonville. I would hope that every visitor of Bentonville is stopping by Crystal Bridges or the Momentary at some point during their visit here. Um but it's it's very unique, right? And so we are focused on food and bringing people together and how you tell a story through food and beverage and help create experiences for the guests when they come and visit.
SPEAKER_01And I'm sure as such a recognizable, established brand, you guys can pick your points all over the world. Um when the opportunity at Crystal Bridges emerged, what made Northwest Arkansas interesting enough to actually pursue?
SPEAKER_00Thank you for asking that. So it it's been a fast and furious process. Uh we were kind of moving in quickly, but I will say that we really focus on relationships and partnerships. And so we need to make sure that we are aligned with their mission and vision when we go into a new partnership, and we want them to be aligned with ours as well. And so from the very beginning, when we met the executive team at Crystal Bridges, our team felt an immediate connection and an immediate alignment. And honestly, when we left that boardroom after meeting those folks, we said as a team, I really hope this works out. Who knew we were going to be coming to Bentonville, Arkansas, potentially, right? But the way that those people treated us in that room and the way that we aligned as two separate companies that could potentially form together, it honestly felt magical, which is a silly word to say, but it it just felt right and it felt like a good partnership. And we're so grateful that they felt the same way. But we really focus on strategic partners and partners that want food and beverage to be part of the overall story and help enhance what they're doing there at Crystal Bridges.
SPEAKER_01Well, I tell you, I've never gone to an art museum and on the way thought, I wonder what I'm gonna eat.
SPEAKER_00Right.
SPEAKER_01Right. Yeah. But then you get there, and and certainly there's every I've never gone and thought, I wonder how many stairs I'm gonna have to climb to get to this exhibit. And then when you're in it, you start to realize the thought that goes into this overall experience. Yeah.
Pairing Exhibits With Food And Drink
SPEAKER_01How do you think about food as part of the overall visitor experience, specifically at an art destination?
SPEAKER_00Aaron Ross Powell Yeah. I mean, I think for us it's it's really you know pairing the exhibits with food and beverage, right? So we're just getting started there, but we obviously do this all across the country. And so our hope is to be able to really lean into what they're doing. So as there's a new exhibit coming, how do we align what we're doing in the food and beverage outlets with the exhibits that are coming in? So whether that's a cocktail or a specialty coffee or a pastry or something that aligns, uh, we just opened the new quartz and honey space, if anyone, any of the listeners have not come to see that yet. And we've got a lot of amazing desserts and pastries in that area, and that really leads into a fun way to kind of build that experience through food and beverage and really just make it part of the overall guest experience. So, to your comment, you never go thinking about food and beverage. The one thing with Crystal Bridges is it's a massive location. There is a lot of art to see, and you can spend all day there. And so we want the food and beverage to be part of that, but we also really want to focus on the hospitality and making sure that our staff knows what's going on within the museum and the art, but also how do we make people feel warm and welcome when they come in, not just the folks that are in the galleries. How do the food and beverage people kind of be part of that overall story and make a memorable experience for guests to want to come back?
SPEAKER_01You mentioned that you've been with this organization doing this work for 14
How Guests’ Expectations Have Changed
SPEAKER_01years. What's changed over that time? Like how have the expectations of the patron changed in the last five to ten years?
SPEAKER_00So, you know, what's interesting is uh previously I think convenience and amenities mattered to people. And I still think there's a a piece of that that's important. But in the world of social media and the world we live in today with instant gratification and always wanting to post and show whatever you're doing experiences is really the next level and the next step of what people are looking to do. And a lot of those experiences, they're looking for something authentic, they're looking for something personalized, and they're really looking for something memorable that they're gonna leave there and remember. And so the team, we're really fortunate the team there has done a great job with some supper clubs and created experiences through the momentary and through crystal bridges that keep people wanting to come back. We do the Wednesdays over water. Um, we've done the mystery dinners that have been really successful. And the team has been doing that prior to Wolfgang Peck catering coming on board. And, you know, I think those experiences are something that that matter and that make a difference and that make people not only connect with art but connect with food and beverage and want to keep coming back.
SPEAKER_01You bring up the momentary, which of course has that iconic you belong here, neon. Um and again, that goes back to the ethos of Crystal Bridges and the momentary, that everybody deserves access. It's not just about proximity and being close to these spaces. It's about a space that, yeah, you can go to, yes, you can afford to go to it, but also your sophistication level is respected. Yes. What you want out of the experience is respected. How do you how do you create an experience that's comfortable and casual but also elevated?
Elevated Food That Stays Approachable
SPEAKER_01I mean uh uh you balance that elevated dining with making people feel comfortable in the space. How do you go about that?
SPEAKER_00Right, right. Well, and the the momentary is the living room of the community, right? And that's their their focus. And Crystal Bridges is once, you know, is is on the way to be America's art museum, and they're really focused on that. And for us, you know, we want to just make sure that we're bringing in an elevation to the food and beverage experience, but still keep it approachable. And so that's part of the reason Wolfgang Puck has layers to his brand, right? When you think about Wolfgang Puck catering, you do think about high-end dining. You may think about Spago, which is his original restaurant in Beverly Hills. And that's high-end fine dining, right? And that's not necessarily accessible to all. But then he has other things. Like you can start your morning with Wolfgang having a cup of coffee, or when you're in the airport, you can get a grab and go salad or sandwich that's Wolfgang Pet catering. And so Wolfgang's whole brand and whole ethos is built around accessibility, very similar to Crystal Bridges, and just offering kind of all the tiers that would be available to everyone. And, you know, we even think about that a little bit in uh dietary restrictions and making sure that we take those things into consideration with food and beverage. Or, you know, the worst is if you're vegan and you're afraid to go somewhere to dine, because are they gonna have options for me, right? You're packing something in your purse. And so we really focus on that elevated, approachable mindset. And it's honestly, our culinary team does a fantastic job. It can be a cheeseburger, it doesn't have to be crazy, but how do you garnish it? What does it look like on the plate? What are the side dishes with it? Those are the simple ways you can make it look elevated, but it's still approachable and it's still affordable and doesn't have to be expensive to be elevated. That word elevated sometimes can feel expensive, and that's not what it needs to be to be approachable.
Hospitality Matters More Than Plates
SPEAKER_01Aaron Powell And Wolfgang Puck often says that hospitality is more important than what's on the plate. Is that what you're talking about? Is that the philosophy?
SPEAKER_00Yes. And so Wolfgang has a lot of great sayings, some of which have foul language that I can't share. Um but his his one is that he says often is I can make great food, but without great people, it won't get me very far. Wow. And that quote sticks with me and he means it. Uh he just was in Bentonville. He was here for the gala at Crystal Bridges on the 30th of May. And he was with the team and really focused on making sure that we were taking care of our people and that we were taking care of the guests and focused on hospitality. He knows that it's gonna be great food and the team's gonna do a fantastic job. And he has some recipes that have stood the test of time and he's confident in that. But really making sure we're investing in our people so that they're giving back uh to our guests. And so, you know, the philosophy is food and reputation really get you in the door, but hospitality is what you really remember long after you leave. And in my role in sales, hospitality starts long before they even come in the door. That's what sales and marketing are doing, right? They're talking to those people before they even enter the door. And so it's that's really stuck with me is that hospitality is what's gonna keep people coming back. It's what people remember. It's also what people write a bad Yelp review about, too, right?
SPEAKER_01So Yeah. Very rarely do unfortunately, rarely do we go out and be evangelical about the wonderful experience that we had. But if you forget the pickle came up late, I'm gonna tell everybody.
SPEAKER_00Uh-huh. Yeah. I mean, social media has made that a little bit better, where we can sometimes at least people will post a great experience that they're having in the moment. But yes, you're right with reviews, unfortunately.
SPEAKER_01Trevor Burrus, Jr.: Look, all we can do is our best and to think about the experience of others, generally it works out well.
How Food Fits Bentonville’s Identity
SPEAKER_01There are a few narratives at play in Bentonville. We have become known for art and cycling and outdoor recreation and entrepreneurship. How does food fit into that story?
SPEAKER_00Aaron Ross Powell So I thought about this a lot because I think you don't always think of food aligned with those things, right? You might with art because food is art. But with recreation and outdoor and cycling and all of those other things that are important here in Bentonville and in the community, the thing I keep coming back to is that food is just another way of bringing people together, which is what all of those things are, right? And so I think about my own family. I have two daughters, and one of the things that's really important to me is dinner around the table, right? Food bringing us together. I think as families, we've lost that a little bit with activities and things going on 24-7 lives getting very busy. And it's important to bring people around the table around food, whether that's when you're out dining or whether that's in your own home kitchen. And so I really think that bringing people together is kind of a lost art. And so I love the idea that we at Wolfgang Packering get to do that. We get to create those moments for people and bring people together around the table.
SPEAKER_01Aaron Ross Powell Well, coming together around the table is one of those rare human experiences that is critical. It's necessary. You're nourishing your body, but you also get to build a deeper, broader shared experience when you are dining with others. So thank you for being for being a part of that story. Trevor Burrus, Jr. You know, food matters in Arkansas, period. It's one of the agriculture is one of the most important pieces of our economy here. Where's
Local Sourcing From Arkansas Farmers
SPEAKER_01an opportunity that showcase local ingredients, regional flavors, or even local makers in the the new food scene in Crystal Bridges?
SPEAKER_00Right. So again, very fortunate, and that's why I've been with Wolfgang Peck for 14 years. We have a great team, a great group of people, and our culinary team is very focused on local ingredients and immersing themselves in the culture every time we go to a new city. And so Bentonville was really no different. And so we dove right in. We started this process. My first visit here was in March, and I have uh been here a lot since the Crystal Bridges team keeps asking when I'm getting an apartment because I've been here so often. Come on. Um I know, and I do love it here. If I could convince my husband, I think we would. Um and the team just really starts to dine out, right? See what's happening in the Bentonville area, see what's going on. But most importantly, what are the farmers doing and what does that look like in the Arkansas area? And so on the 30th of May, there was, it was obviously the large gala for Crystal Bridges, but there also was the farmers market on the town square. And so I had the honor of walking around the farmer's market with our culinary team the morning of gala. And we visited with a lot of the farmers, and they were able to source all of the strawberries for the gala that night for our salad directly from the farmers market that morning and take them back to Crystal Bridges. And that's what we used on the salad that night at the gala. And so those are things that our team is going to continue to do is find those relationships with those local growers, local farmers, and be able to bring the Arkansas uh talent really to the plate at Crystal Bridges in the momentary. And so we're very excited about that and just trying to immerse ourselves in the culture. I did spend spring break here with my kids before we officially knew that we were taking over at uh Crystal Bridges from the food and beverage side. And I really just walked the square. I got ice cream, which I still am shocked at the price of the ice cream. I feel like I would eat ice cream every day if I lived here.
SPEAKER_01There's nothing wrong with that.
SPEAKER_00I know. And um rented bikes, went through all the trails, and really just tried to see what Bentonville was all about. And it's a pretty special place. So we're honored to be here.
SPEAKER_01Aaron Ross Powell It is a very special place, and we're glad you're here. And for the listeners who, if you haven't been here yet, to put that experience in perspective, the farmers market is a casual 10-minute walk from Crystal Bridges. So you were able to like you want to talk about farm fresh ten minutes from this gala, you were able to source these strawberries.
What’s Next And The 2027 Tease
SPEAKER_01Yes. I bet you have your finger on the pulse of what's next in hospitality. What future trends are you excited about?
SPEAKER_00So we talked a little bit earlier about experience and people looking for experience, and that's really where culinary is going. Uh you all have Bentoville opening here on the square, and that's again experience-driven dining. And there's a lot of that coming here to Bentonville, and we want to create that on the food the event side. And so small plates are really big. Uh, we call them hawker trays. So you kind of have all of the food and beverage on a large tray and you're walking to guests. So at the gala, we piped uh cream, pastry cream, inside of either cannolis or we had cream puffs, and they were actually piping the cream inside for guests able to customize it to what they wanted and what they liked. Um, and it was roaming, right? So roaming food, bringing the food to you when you're having a conversation and you're building those memories with others. And then I think casual, approachable food in a more elevated way is really what you're seeing. Even on social media, it's you, you know, the trends kind of start on the West and the East Coast and move in. We're fortunate that we pick those trends up pretty quickly or are able to really create the trends. And so we're excited to bring that to Arkansas pretty early on.
SPEAKER_01Well, Lauren, thank you so much for joining us today. Any other teasers you'd like to leave our listener with before we wrap this conversation?
SPEAKER_00Aaron Powell I think, you know, we're we're thrilled to be here and be a part of this. And I think if you all stay tuned by um 2027, we've got some really big things coming for you all in Food and Beverage at Crystal Bridges in the momentary. And uh we hope that the listeners all come out to Bentonville and experience everything that Wolfgang Puck Catering has to offer.
SPEAKER_01Aaron Powell Well, if our listener was not hungry when we began, surely he and she are ready for this. You heard it here first. Keep your eyes open, keep your ears open, keep your taste buds primed and get ready for a big 26-27. Thank you so much for joining us.
SPEAKER_00Thank you. Thanks for having me.
SPEAKER_01Ready to explore Bentonville? Check out visitbentonville.com for dining guides, event calendars, and trip planning tools. Follow us on social media and subscribe to our newsletter. Links are in the show notes. Thanks for listening to a new American town.