Keith Alper’s 40 Years of Creative Leadership and Innovation

by Craig Kaminer / Photos by John Lore

Keith Alper always knew what he wanted to do when he grew up. When he was 10, he asked his parents for extension cords and Lite-Brites for the holidays because he wanted to make a stage, which he used for performances at the nursing homes in town and to produce back yard carnivals. That is where he learned, early on, his future was producing and creating. So much so that in high school, at Parkway Central, Alper helped run the AV and theatre departments.

Since then, Alper’s life reads like the ultimate entrepreneurial success story, shaped by relentless ambition, creativity and an unwavering commitment to his community. As his first company, CPG Agency, prepares to celebrate its 40th anniversary in 2025, Alper’s journey from a 15-year-old Six Flags summer employee to a pioneering entrepreneur and civic leader underscores his remarkable ability to turn vision into reality.

"As a summer employee at Six Flags, I was so hungry for what we did because I loved what I was doing,” Alper says. “I didn't even care that I got paid. As a result, I got a lot of experience. I became a stage manager and then a seasonal supervisor. And once the marketing department would book an act, I'd get to – what they call – advance it. So, at the age of 16, I was talking with managers on the phone and negotiating with their management. I think on any given day Six Flags would do 50 shows. So, it was like working in an emergency room." Alper recounts that his passion for crafting unique experiences would later intersect with another opportunity: creating a forward-thinking company that actualized his drive and creative spark. Those early professional experiences became the foundation for Alper’s approach to leadership, strategy and entrepreneurship. Upon graduating college, he ended up running the Show Operations department for Six Flags for a few years.

Alper’s journey at his first company, CPG Agency, was shared with his longtime business partner Steve Friedman, who recently retired after decades of collaboration. "Steve’s partnership was invaluable. Together, with a great team, we built a company that thrives on creativity, trust and innovation, always with the client in mind first, as well as our team.”

Alper’s visionary mindset did not stop there. In 2009, he launched The Nitrous Effect, a collective of seven specialized agencies that collaborate to provide clients with a one-stop shop for marketing, branding, experiential and events solutions. Each company within The Nitrous Effect excels in its niche, from branding to employee engagement, event production to content creation. The Nitrous Effect offers clients the ability to tackle complex challenges with seamless integration and is one of the largest St. Louis based and privately owned marketing services companies. The company’s client roster covers large Fortune 500 companies, including Southwest Airlines, Ulta Beauty and Carnival Corporation. It also works with numerous leading local businesses and nonprofits.

“The Nitrous Effect is about amplifying creativity and outcomes,” Alper explains. “It’s a model that breaks down silos and harnesses the power of diverse expertise to deliver extraordinary results.”

Alper explains, “The recession taught us a valuable lesson: to ensure survival and growth, diversification was essential. We weren’t just pivoting our services; we were redefining our future. Each new venture — whether it was UpBrand, Evntiv, Geniecast, Vidzu or Gravity — they allowed us to specialize while still working collaboratively."

Alper’s belief in the power of diverse skill sets and integrated collaboration has become a hallmark of his companies’ successes. This approach not only strengthened their business model but also deepened their client relationships. Throughout his career, Alper’s work has taken him across the globe, allowing him to create events and experiences for some of the world’s most prominent figures and brands. From Fortune 500 CEOs to cultural icons such as Rihanna and tech luminary Steve Wozniak, Alper and company have curated moments that bridge cultures and inspire audiences globally

“Traveling the world and working with incredible people have been one of the great privileges of my career,” he says. “These experiences shape your perspective and remind you of the universal power of storytelling. I like to say our businesses are in the business off winning hearts and minds.”

"In the early days of CPG, we didn't know how to run a business. We thought we were pretty good producers. We didn’t know. But at that time, we were kind of doing everything. We weren't in the meetings business back then. We did slideshows, then videos. We did a little bit of marketing," Alper recalls. "We were figuring it out as we went, learning by doing and constantly evolving."

Washington University in St. Louis Convocation.

Alper’s entrepreneurial spirit extends beyond his own businesses. In 1992, he was an early co-founder and board chair of the global Entrepreneurs’ Organization (EO), a peer-to-peer network that now connects over 18,000 Entrepreneur and CEO business leaders across more than 60 countries. EO fosters collaboration, learning and mentorship — principles that align closely with Alper’s philosophy. Alper has also held global leadership roles in YPO (Young Presidents’ Organization) and has served on several boards, including Maryville University and the St. Louis Jewish Federation. His civic involvement underscores his commitment to creating a thriving community, both locally and globally.

“As an entrepreneur, you have a responsibility to give back and contribute to the greater good,” Alper asserts. “Whether it’s through mentorship, philanthropy or civic leadership, we all have the power to make an impact.”

Keith Alper’s journey has not been without challenges. Now a single father, he faced the devastating loss of his wife Nancy (who was 52) to cancer in 2017. Yet he has approached parenthood and life’s hurdles with the same determination and creativity that fuel his professional endeavors.

“Let’s not forget the big recession of 2008 and COVID-19, which threatened businesses and the industry. I hope we never experience it again. But like everything in life, we probably will. Life is unpredictable, and resilience is key,” he reflects. “My children are my greatest inspiration and they remind me daily of the importance of love, family and living with purpose.”

In addition to his business achievements, Alper is a best-selling author and speaker. His book, From Like to Love, delves into the art of building deeper emotional connections in an increasingly digital world. Drawing on decades of experience, Alper outlines strategies for fostering genuine relationships for companies that go beyond superficial interactions.

“In today’s fast-paced and tech-driven environment, creating meaningful connections is more important than ever,” he emphasizes. “Whether in business or personal relationships, it’s about moving from transactional to transformational.”

As CPG Agency marks its 40th anniversary, Alper shows no signs of slowing down. With new ventures on the horizon and a continued focus on innovation, he remains committed to pushing boundaries and inspiring others. Whether it’s how to integrate AI or creating lasting in-person events.

“The past 40 years have been an incredible journey, but there’s so much more to do,” he says. “I’m excited for what’s ahead — for our companies, our community and the next generation of leaders.”

Keith Alper’s story is one of resilience, vision and unwavering dedication. As an entrepreneur, civic leader and single father, he has touched countless lives through his work and personal example. With every project, partnership and initiative, Alper continues to prove that the power of creativity, collaboration and connection can transform businesses, communities and lives.

Imagine Knowing What You Always Wanted to Do