Interview with Lee Schrager, Founder of FoodieCon and SOBEWFF By: Carli Leon
In dynamic realm of culinary festivals, Lee Schrager shines as a visionary pioneer, transforming the landscape with innovative events like FoodieCon and the esteemed South Beach Wine & Food Festival (SOBEWFF). With an astute eye for emerging trends and a fervor for merging food and digital storytelling, Schrager has laid the groundwork for an unprecedented experience at this year’s SOBEWFF by introducing FoodieCon.
As social media influencers and content creators captivate audiences with their gastronomic escapades, the traditional hierarchy of celebrity chefs is undergoing a metamorphosis. Enter FoodieCon®, a captivating addition to SOBEWFF that promises a lively celebration of culinary innovation, interactive encounters, and the symbiotic connection between culinary artists and digital personas.
During an exclusive interview with Barefoot With Carli and Premier Guide Miami, Lee Schrager delved into the evolution of culinary events and the strategic decision to spotlight viral creators alongside established chefs. The forthcoming FoodieCon® at SOBEWFF will showcase a vibrant lineup of luminaries and social media sensations who have reshaped the foodie landscape.
Guests can anticipate a diverse range of experiences, from intimate dining affairs to immersive activations, offering a fresh outlook on the fusion of food, technology, and culture.
Mark your calendars for February 23-24, 2024, and prepare for a culinary journey like no other at this year’s SOBEWFF, where food, culture, and digital storytelling converge.
Q: With your extensive experience in the culinary festival industry, how would you describe your taste bud?
A: Simply put, I am not a sophisticated eater; I have very basic tastes. Despite the assumption that I must possess a refined palate due to the events we’ve spearheaded, such as Burger Bash or chicken-centric gatherings, the reality is quite different. While I appreciate great food and dining at top-notch chef restaurants, at heart, I remain a lover of simple, delicious meals.
Q: Could you shed light on the inspiration behind launching FoodieCon and its role in elevating social media influencers?
A: FoodieCon is entering its second year, originating from a last-minute idea that materialized within a mere ten weeks last year. This edition has truly taken on a life of its own, surpassing our expectations. Witnessing its growth over just one year has been immensely gratifying. Every FoodieCon event scheduled for this year is already sold out, underscoring the genuine interest in this concept. It feels reminiscent of the early days of the festival, witnessing a novel and exciting venture thrive and unite some of the foremost food influencers globally. The anticipation is palpable, and I am eagerly looking forward to it.
Q: Are you active on social media platforms?
A: Yes I engage with Instagram. While I may not have a massive following like some influencers, with around 27K followers, I find social media to be a valuable tool for connecting with individuals who share my interests, particularly those involved in the festivals I organize. It allows me to delve into topics that are meaningful to me and stay connected with the wider food community.
Q: Did FoodieCon start because of these social media influencers?
A: Absolutely. The rise of non-chef, non-TV personality food influencers using social media to discuss and promote their platforms over the past few years caught my attention. Following them introduced me to a whole new world of culinary enthusiasts. It’s been an enlightening experience for me.
Q: How have consumers responded to the addition of FoodieCon at SOBEWFF?
A: The response has been incredible! We’re sold out, which is fantastic. Ticket sales have surpassed last year’s numbers, and sponsors and media are showing great enthusiasm. It’s clear that we’re headed in the right direction.
Q: Looking back on the growth of SOBEWFF, what do you think contributed to its success?
A: As we approach our 23rd year, our success is due to maintaining consistency, discovering new talent, introducing fresh event concepts, and most importantly, listening to our audience. By evolving, welcoming culinary talents from around the world, and nurturing a sense of community, the festival has grown from 6,000 attendees to over 60,000. Food has a unique way of bringing people together during every moment in life.
Q: Do you plan to continue SOBEWFF for another 10 years?
A: As long as we can keep things innovative, attract new audiences, grow, and support the charity — the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) — by raising funds and awareness, I believe we’ll continue long into the future.
Q: Which events do attendees always want more of?
A: Events like Burger Bash hosted by Rachael Ray, Best of the Best with top wines, Guy Fieri’s event, appearances by Bobby Flay, and anything involving big Food Network personalities are always in high demand. Attendees simply can’t get enough!
Q: Based on your experience, what advice do you have for first-time attendees this year?
A: Pace yourself. There are many fantastic events to choose from. Opt for a daytime event and a nighttime event, but don’t try to do too much. Focus on enjoying one signature daytime event, such as a masterclass or wine seminar, followed by the grand tasting, a hosted dinner, and a late-night party. Limit yourself to two events per day for a more enjoyable experience.
Q: With so many libations available at the festival, what’s your go-to drink?
A: I’m a gin drinker. All types of gin suit my palate.
FoodieCon® 2024’s programming includes:
- FoodieCon® Kickoff Happy Hour – hosted by Neil Patrick Harris, this happy hour will jump-start the FoodieCon festivities with drinks and light bites. Tickets sold separately.
- FoodieCon® Kickoff Dinner – hosted by Robert Irvine, @jakecohen, @olivietied and W South Beach’s Jon Miller, this exclusive dinner will feature a collaborative menu, fun drinks, and plenty of photo moments. Tickets sold separately.
- Between the Buns: The Ultimate Burger Build Featuring Schweid & Sons – hosted by Bobby Flay, @joshuaweissman, @owen.han, @albert_cancook, and @olivietied will build their own version of the most impressive burger, made with the best meat in the game.
- Let’s Dish: Answering Your Burning Questions – @briancantstopeating, @mancancooknz, @jakecohen, @oliviatied, @the_pastaqueen, and @joshuaweissman will answer rapid-fire questions about all things cooking, content, and the wild world of social media.
- Hitting the Shelves – @mollybaz, @thedefineddish, @jakecohen, @nick.giovanni, and Neil Patrick Harris discuss their various product lines, and how to expand your presence and brand beyond social media, a conversation moderated by celebrity chef and FoodNetwork personality Marc Murphy.
- Fast Track to Success – @thejoemustgoon, @curlyfuq, and @themoodyfoody discuss their rapid growth on social media, a conversation moderated by Yelp Trends Expert Tara Lewis.
- Clocking Out: From Cubicles to Content – @chefpriyanka, @mollybaz, @curlyfuq, and @thedefineddish explore how they left their day jobs to pursue content creation full-time, and give attendees advice on how they can do it, too.
- Cuisine & Culture – @themoodyfoody, @chefpriyanka, @thejoemustgoon and @owen.han discuss how they have incorporated their cultures and upbringings into their content – and how it’s been a key ingredient in their story. This panel will be moderated by celebrity chef and FoodNetwork personality Kardea Brown.
- Sensory Overload – @mollybaz, @mancancooknz, @curlyfuq, @briancantstopeating, and @the_pastaqueen will put their senses to the test. This fun sensory game will work in ASMR, blindfolds, and more.
- Snaps & Signings – FoodieCon creators will be available for book signings, meet & greets, photo opps, and more!
FoodieCon® tickets are now available at sobewff.org/foodiecon. Follow @foodiecon on Instagram and TikTok(@foodieconfest).
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