RAPID CITY, S.D. — High spirits, hot takes, and some serious wrestling moves are on deck for this year’s ultimate summer kickoff party: Mountain West Fiesta Fest, happening May 3rd at The Box Events Center in Box Elder.
The crew from Whiskey at Work sat down with Adam Patton, who manages The Box and the attached Courtyard by Marriott, to preview what’s shaping up to be the region’s most exciting new event—blending high-end tequila, Mexican beer, live music, and lucha libre-style wrestling into one unforgettable Saturday.
“Everyone likes tequila. Let’s do a party with tequila,” Patton said simply. “And we’ve got a lot of it.”
Tequila Is Taking Over
According to Patton, tequila was the only spirit to see a sales increase in 2024, a trend confirmed by recent visits from Red Bull reps. “Spirits overall saw a dip, but tequila surged,” he explained. That uptick is part of a larger shift in how people are drinking—less volume, more quality.
The podcast team agreed, noting how younger drinkers are increasingly interested in premium options. “It’s not just shots of Cuervo anymore,” said host Mark Houston. “It’s sipping, it’s savoring. People want to know what’s in their glass.”
From Bottom Shelf to Barrel-Aged
This month’s Whiskey at Work episodes focus entirely on tequila—from the basic mixto to the smoky depths of mezcal. The latest tasting spotlighted Cincoro Reposado, co-founded by basketball legend Michael Jordan. While the sleek bottle impressed, opinions were mixed on whether the $160 price tag was justified.
“It’s good,” Rob said. “But is it that good? I don’t know.”
Houston even demoed the “tequila hand rub test”—a method that involves rubbing a few drops between your palms to detect additives by scent. “If you smell cake frosting instead of agave? Yeah, probably not additive-free,” he laughed. The verdict? Cincoro likely has a few tricks in the bottle.
Wrestling, Rare Tequilas, and Room Discounts
Fiesta Fest isn’t just about sipping spirits. Attendees can expect rare and hard-to-find tequila expressions—especially in the VIP area, where bottles like Clase Azul will be poured—plus margaritas, palomas, micheladas, and a full selection of Mexican lagers.
Add in live pro wrestling, and you’ve got a party built for maximum entertainment.
“This is going to bring out a wide demographic,” Patton said. “We’re designing the event to give people a reason to come back year after year.”
Even better, the Courtyard is offering 20% off rooms during the event, making it easier than ever to turn the fiesta into a weekend getaway.
Tickets Available Now
Mountain West Fiesta Fest hits The Box on May 3, 2025. You can grab your tickets—and room discounts—at MountainWestFiestaFest.com.
With wrestling rings, rare tequila, and zero pretension, this summer’s kickoff party promises to be as smooth as a Reposado and as wild as a luchador flying off the top rope.
