Sheetz hosted its first pop-up concert outside its Bethel Park, Pennsylvania, location earlier this month. The event was held on August 23 and was the first in a music event series the retailer has named Truck Bed Sessionz, and it is set to travel to at least two more additional stores in September, according to the Path to Purchase Institute (P2PI).

"Truck Bed Sessionz is our way of honoring the road warriors who make up the heart of the Sheetz community—it's a celebration of the adventurous spirit that drives our customers," Ryan Sheetz, executive vice president of marketing and supply chain, said in a statement. "We're bringing the excitement of live music to unexpected places, creating those unique moments that turn a simple stop into a cultural experience."

P2PI reported that Sheetz is preparing to host more Truck Bed Sessionz, with performances by “notable artists,” in September. The exact dates and locations of the events are being kept under wraps to maintain an element of surprise for Sheetz customers.

Steve Red, co-chief creative officer at Red Tettemer O'Connell and Partners, the advertising agency behind the event, added, "With Truck Bed Sessionz, we wanted to create a cultural touchpoint that resonated with customers. By blending the freedom of the open road with the energy of live music, Sheetz is doubling down on its positioning as a destination rather than a ‘pit stop.’"

Earlier this month, Keith Urban performed a pop-up concert at a Buc-ee’s in Athens, Alabama, reported ABC News. Around 5,500 people came to the parking lot adjacent to Buc-ee’s to hear Urban perform songs from his forthcoming album High, as well as many of his hit songs.

Urban said of the show, “I came down to this Buc-ee’s about a month ago and when I left, I went, ‘It’d be kinda fun to do a show there.’” He thanked those at the show, admitting that he expected a small stage and about 200 people in the parking lot.

He didn’t only perform—Urban also made some Buc-ee’s brisket, which he shared in a post on TikTok.