Preparing Atlanta for the World Cup and the Global Stage with Kris Reinhard from Bold Catering and Design

The 1996 Olympics marked a turning point for Atlanta, and with the World Cup on the horizon, the city is once again preparing for a massive global influx. We sat down with Kris Reinhard, Partner of Bold Catering and Design, to discuss Bold's three decades of experience, the strategy behind attracting major events like the World Cup to Atlanta, and what it takes to excel in world-class event design and catering.

Q: Your career started in Atlanta's restaurant industry right before the 1996 Olympics. How did that period shape your view of the city's event landscape?

KR: It was an exhilarating time. The growth leading up to the Olympics was a huge draw for me, and I was fortunate to land in the restaurant group that opened South City Kitchen. Atlanta's accessibility via the airport has always been a key advantage. The Olympics showed how important a global gateway the airport is for the city's success and the impact of a long-term plan to use sports as a key economic driver.  The Olympics really set the stage for everything that has come since, including multiple Super Bowls, Final Fours, and now the 2026 World Cup which will be significantly larger than anything we've seen.  It has been quite the experience to have been involved professionally in all of it. 

Q: Atlanta seems to consistently be winning bids for major events. Having seen what's happened since the Olympics in 1996, what's the secret to that success?

KR: It's a combination of intentional, strategic work led by phenomenal partners. We all owe a huge debt of gratitude to the decades of focused effort by groups like the Metro Atlanta Chamber of Commerce, the ACVB, the Atlanta Sports Council, and many others. Their decades of proactive recruitment and long-term vision are what ultimately secured the World Cup. For over 20 years, Bold has been proud to work alongside them, ensuring that the local hospitality component, a critical factor for international decision-makers, is world-class. Their teams take into consideration every detail, from airlines and hotels to MARTA and safety agencies, presenting Atlanta as a premier global sports destination with a deep, professional infrastructure. I mean these teams are out nationally, internationally presenting Atlanta as a premier sports destination 52 weeks a year. That kind of enduring, collaborative vision is why we consistently win and why the World Cup is in Atlanta.  I can't say enough about them.

Q: You mentioned the World Cup will be "significantly larger" than a Super Bowl. What are the key differences you're preparing for?

KR: The sheer scale is incomparable. We're looking at six weeks of activity, not just a few matches.  . There will also be dozens of significant watch parties governed by FIFA. The World Cup brings a level of international clientele that requires deep cultural understanding. We're advising clients on the critical importance of interactive respect, timeliness, cultural differences, and professionalism. That's where leveraging the cultural knowledge of our team becomes an important element for success. 

Q: Why is cultural knowledge critical for an event like the World Cup?

KR:Cultural understanding isn't just about being polite; it's the bedrock of a successful partnership with international companies. A global event like the World Cup brings clients and guests from diverse backgrounds, each with distinct expectations for hospitality, professionalism, and event flow. For large organizations planning major activations, they need a vendor that can execute flawlessly. This requires prioritizing the appropriate communication, strictly adhering to schedules, and maintaining a high professional standard across all touchpoints. 

We're able to provide this critical insight because we have tenured, senior leaders who come from Europe, and who have worked internationally. They have managed high-end events and hospitality on a global scale. This embedded expertise is what allows our corporate partners to feel confident that their international guests will feel completely at home.

Q: What are the biggest strengths that Bold brings to the table for these world-class events like the World Cup in Atlanta?

KR: Our biggest strengths are a unique combination of culinary art, operational expertise, and the sheer breadth of our resources, relationships, and networks. We are the premier 30-year-old catering and design company that is anchored by one of Atlanta's most respected restaurant groups, Fifth Group Restaurants. This attachment allows us to offer a "taste of Fifth Group"—a level of cuisine, quality, and proven heritage that others simply can't match. Furthermore, we leverage our combined culinary talent to expertly integrate international flavors that cater specifically to the diverse World Cup clientele.

Beyond the food, our three decades of operation in and around Atlanta, including every major city and statewide sporting event, means we offer unparalleled expertise in logistics, contingency planning, and problem-solving. We have executed tens of thousands of complex events, from managing last-minute changes in client demands to building fully functional, high-end dining, event design and experiences on-site at any location.  We can stand up a fully functioning restaurant just about anywhere.  For large organizations, that kind of proven, deep experience and resource network is priceless assurance that their World Cup event will be delivered flawlessly, on budget, and exactly to their vision.

Q: How does Bold's approach benefit those looking to impress a sophisticated, international audience? 

A: Our philosophy is that design and food must create Instagram-able moments and an elevated, sophisticated environment—generating wow factors that are memorable and interactive. For example, we recently concepted and executed a barbecue slider luge station and used mini flamethrowers to caramelize donuts tableside.  Those ideas aren't for everyone but for that event they were perfect.  

The creation of these ideas is a formal, collaborative process driven by creative meetings involving chefs, creative directors, and designers. All those groups need to work as one unit to be successful; there are just so many variables that need to be managed.  By grounding the creative brainstorming in our deep understanding of event execution, we immediately know what does and does not work. This is essential to avoid the major problems that often sink highly ambitious designs that can't translate.  

We work with all the big city-wide events, sports and others, with the biggest brands; we are honored to be their partner.  Part of the reason they choose us is because we fuse all the elements together and execute at a high level. We deliver one-of-a-kind designs while avoiding concepts that are impossible to build and staff on-site, a lesson learned from years of managing complex setups. 

You don't want to be in a position where you're creating something that sounds great on paper, but it doesn't execute well.  Our broad experience means a team that ensures a spectacular vision can be delivered within budget and client expectations.  This collaborative process ensures that when we push the envelope creatively, we are doing so from a position of confidence.

Q: What's next after the World Cup?

KR: The focus will immediately shift to the next major event, the 2028 Super Bowl.  We'll analyze what worked and how we can continue to push the envelope on design, catering and the guest experience.  We believe part of our job is to compliment the vision the city of Atlanta has created as an international sports destination. We want to elevate the city's global profile through unparalleled hospitality.