The HAPPY BELLY story began with a foodie named Gene who toured the country for many years with various merch companies. Gene often found himself commenting on what a "happy belly" he had after enjoying the great food found in each city. Now, before every show, Gene takes his staff out for meals in whatever city they are located, always finding the best sushi or local feeding grounds.

Now with more than 30 years of experience in the event merchandise industry including touring, festivals, venue management, and more, we have built a steadfast and reliable reputation as a full-service merch company that consistently brings innovation (and fun) to the forefront of events.