By Tracy Morin
Exemplifying its motto of “Live Hard. Ride Fast. Eat Pizza,” Evel Pie isn’t afraid to be in-your-face, rebellious and more than a little bit rock-and-roll. With tongue-in-cheek menu names (think Led Zeppole on the dessert menu), live music shows and attention-grabbing decor, this pizzeria stands out even in Las Vegas, where being over the top is par for the course.
But this Sin City pizzeria further sets itself apart with a ’70s-era motorcycle theme, inspired by motorcycle stuntman Evel Knievel. PMQ recently quizzed Richard Verhagen, manager of brand operations for Evel Pie, about the theme and how it attracts guests in a competition-heavy city like Las Vegas—and why building community connections is crucial for bringing them back.
PMQ: Tell us about your path to the pizza industry and about your themed pizzeria.
Richard Verhagen: I spent more than a decade working in small-town pizza before launching a food truck and catering business in California’s Wine Country. In 2020, I visited Evel Pie on Fremont Street, and it was honestly lust at first sight. The concept immediately resonated with me.
I grew up during the height of Evel Knievel’s era, when his jumps were true communal events, with families gathering around the TV to watch him on Wide World of Sports. That nostalgia and energy stuck with me, and now, through this venture, I’ve even become friends with Evel’s granddaughter, which feels like a full-circle moment.
PMQ: Why an Evel Knievel rock-and-roll theme?
Verhagen: The original concept was inspired by Evel’s famous attempt to jump the Caesars Palace fountain, which really embodies that fearless, all-in attitude. Pairing that with a 1970s American rock-and-roll pizza shop vibe just felt natural. It fits the city, and it mirrors our mindset perfectly: “Live Hard. Ride Fast. Eat Pizza.”
PMQ: How does having a theme help differentiate your pizzeria from others in the area. Does it give you other advantages in a competitive market like Las Vegas?
Verhagen: Las Vegas is incredibly competitive, and while the theme certainly gets attention, I don’t think it’s the sole reason for our success. What really sets us apart is the dedication to the craft and the brand we have built over time. That said, we are proud to celebrate the Knievel legacy, especially through our in-store experience, and it definitely resonates with fans. We have become both a must-visit in Las Vegas and as part of the broader national pizza conversation.
PMQ: What are your best sellers on the menu, and how does catering to special diets—with a vegan menu and gluten-free items—also boost sales?
Verhagen: We sell more than 100,000 slices of our Extreme Pepperoni (pictured above) and Goblin Sausage pizzas every year. But, honestly, all of our recipes have passionate fans. Our vegan and gluten-free options have also built a strong following, which has been huge for us. Offering those options not only broadens our audience but also creates destination traffic—people specifically seek us out because we can accommodate different dietary preferences without sacrificing quality.
PMQ: How do customers react to the theme?
Verhagen: People love it, especially those who grew up during the Evel Knievel era. There is a strong sense of nostalgia, and guests really enjoy the homage to that time. It creates an experience that goes beyond just grabbing a slice.
We get visitors from all over the world. Some come specifically because of the Knievel connection; others come because they have heard about Evel Pie in the broader pizza scene. But, either way, we’ve definitely become a destination spot.
PMQ: How does the theme carry through your menu, mission, store design, branding, marketing and social media?
Verhagen: The theme is woven into everything we do. From the decor, packed with Knievel memorabilia, to the branding and tone of voice, it is all about that rebellious, high-energy spirit. Our messaging, collaborations and social media all reflect that same attitude. It’s not just esthetics—it’s a mindset that shapes how we engage with our guests and community.
PMQ: Have you done any interesting collaborations tied to your theme?
Verhagen: We are constantly collaborating with media and influencers from all over. As we like to joke, Sam, our general manager, spends more time on the news than the restaurant itself. We also partner with local organizations and sports teams. We are the official pizza of the Las Vegas Lights soccer team and the Las Vegas Rockers arena football team.
On top of that, every month we create a charity pie, with proceeds from each slice going to a local nonprofit. Community engagement is a big part of who we are, whether it’s fundraising, volunteering at local kitchens or supporting causes around the city.
At the end of the day, it’s the combination of passion, authenticity and community that makes our pizzeria unique. The theme often brings people in, but it’s the quality of the pizza, the energy of the space and the connection we build with our guests that keep them coming back.
Tracy Morin is PMQ’s associate editor.
