BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. BizBash Lists

Farm Fresh

Although rain threatened to put a damper on Citymeals-on-Wheels\' farmers-market-themed benefit, it didn\'t stop the feeding frenzy.

Lisa Cericola
June 12, 2007
With a bounty of farm-fresh fruits and vegetables, bluesy live music, and rustic decor, Citymeals-on-Wheels' 22nd annual benefit—billed as "Chefs Gone Wild"—had a decidedly down-home feel. In spite of less-than-pleasant weather, about 1,200 attendees packed Rockefeller Center's rink and the area surrounding it on June 11, raising a record $1.2 million for the nonprofit.Citymeals director of special events Heather Gere and her team of event production manager John Del Gaudio and special events coordinator Margherita Pilato worked with David Rockwell of the Rockwell Group to keep the focus on the farm but add a touch of glamour as well. "[This year's theme] is about chefs supporting their local communities and using the freshest ingredients possible. We're also celebrating the farmers who are not often recognized for the work they do, which is integral to everything we eat," Gere said.

Around Rockefeller Center’s rink and esplanades, planners set up 66 tasting stations manned by sponsors and so-called "wild chefs" from around the country who specialize in locally sourced ingredients, including Alice Waters, Charlie Trotter, and Dan Barber of New York’s Blue Hill and Blue Hill at Stone Barns. Gere said the selection process began by developing a list of chefs who specialize in sustainable cuisine with Gourmet editor-in-chief Ruth Reichl, who took the stage to introduce the farmers and chefs with restauranteur Drew Nierpont during the event.

"We made a big list, then paired it down to our A list based on where [the chefs] were located, because we wanted to represent different regions of the country and types of cuisine," Gere said.

Keeping with the theme, the majority of the chefs' offerings spotlighted fresh, local ingredients, like Kentucky bison pastrami from Michael Paley of Louisville, Kentucky’s Proof on Main, or Martha's Vineyard oysters with summer salsas, served by Joshua Hollinger and Steve Lewandowski from the Coach House in Edgartown, Massachusetts. Goat cheese and milk were the ingredients du jour, appearing in everything from main dishes like Portland, Oregon-based chef Greg Higgens's Chinook salmon and Juniper Grove chevre on pumpernickel to desserts like frozen vanilla goat's milk with strawberries and rhubarb by Claudia Fleming and Gerry Hayden of the North Fork in Southold, New York.

Rockwell and his team decorated the event with four truckloads of fruits and vegetables procured from New York City farmers markets in the early hours of the morning. Floratech created simple yet fragrant arrangements of herbs like oregano and dill. “We wanted to create an earthy and beautiful platform for the chefs,” Rockwell said. Planners also transformed Rock Center’s Rink Bar into the “Barn Bar,” where Audrey Saunders of the Pegu Club led a team of six mixologists (including cocktail catering company Cuff & Buttons), creating drinks that incorporated fresh ingredients like cucumbers and mint.

Although Rockwell clearly displayed his vision throughout the event, the evening's muggy, rainy weather was less than ideal for a partially open-air venue. Strong winds and rain started just after the general admission at 7:30, prompting many guests to abandon the uncovered areas of the garden and esplanades and duck into the Rock Center Cafe, Sea Grill, and tented portions of the rink. The evening's performers, Noah Bless Music, packed up their instruments and left the stage, and canned bluegrass music was piped in. Thinking ahead, staffers had wisely arranged oversize patio umbrellas in the garden near the Barn Bar so guests had a dry place to sip drinks.

Rather than running for cover, some attendees braved the raindrops and continued hitting up the stations, proving that it takes more than a passing shower to come between foodies and butter-poached lobster. Luckily, the skies cleared after an hour and the band returned to the stage for a loud, bluesy set that managed to get guests to put down their tasting plates and get on their feet.
Citymeals-on-Wheel's farm-centric benefit.
Citymeals-on-Wheel's farm-centric benefit.
Photo: Francine Daveta for BizBash
This year's Citymeals-on-Wheels benefit celebrated locally grown food and the farmers behind it.
This year's Citymeals-on-Wheels benefit celebrated locally grown food and the farmers behind it.
Photo: Francine Daveta for BizBash
Planners arranged 66 tasting stations around the upper-level esplanades and the lower-level gardens, as well as inside Rock Center Cafe and the Sea Grill.
Planners arranged 66 tasting stations around the upper-level esplanades and the lower-level gardens, as well as inside Rock Center Cafe and the Sea Grill.
Photo: Francine Daveta for BizBash
The Barn Bar featured summery specialty cocktails infused with herbs and garnished with fresh ingredients.
The Barn Bar featured summery specialty cocktails infused with herbs and garnished with fresh ingredients.
Photo: Francine Daveta for BizBash
Planners displayed large versions of the event's frame-worthy invites, created by Rockwell Group's graphic design team of Barry Richards, Bob Stern, and Kate Newsome.
Planners displayed large versions of the event's frame-worthy invites, created by Rockwell Group's graphic design team of Barry Richards, Bob Stern, and Kate Newsome.
Photo: Francine Daveta for BizBash
The Rockwell Group used fireflies throughout the event decor, from decorative streamers to hanging lanterns.
The Rockwell Group used fireflies throughout the event decor, from decorative streamers to hanging lanterns.
Photo: Francine Daveta for BizBash
Anne Quantrano and Clifford Harrison of Atlanta's Bacchanalia served up pickled Georgia white shrimp with a summer vegetable salad.
Anne Quantrano and Clifford Harrison of Atlanta's Bacchanalia served up pickled Georgia white shrimp with a summer vegetable salad.
Photo: Francine Daveta for BizBash
Alice Waters of Berkeley's Chez Panisse served up her world-renowned salad with crostini topped with hake.
Alice Waters of Berkeley's Chez Panisse served up her world-renowned salad with crostini topped with hake.
Photo: Francine Daveta for BizBash
As guests entered the event, staffers handed them small plastic trays that made juggling food and drinks easier.
As guests entered the event, staffers handed them small plastic trays that made juggling food and drinks easier.
Photo: Francine Daveta for BizBash
Planners arranged white and spring-green lounge furnture from SC3 Groupin the V.I.P. lounge, located in the Sea Grill. 'We wanted to bringmore of the flavor of the event into that room than we have in thepast,' said Citymeals' director of special events Heather Gere.
Planners arranged white and spring-green lounge furnture from SC3 Groupin the V.I.P. lounge, located in the Sea Grill. "We wanted to bringmore of the flavor of the event into that room than we have in thepast," said Citymeals' director of special events Heather Gere.
Photo: Francine Daveta for BizBash
After the rain cleared, Noah Bless Music's lively set got the crowd up and dancing.
After the rain cleared, Noah Bless Music's lively set got the crowd up and dancing.
Photo: Francine Daveta for BizBash
Latest in BizBash Lists
2025 Industry Innovators Article Image Experiential2 B
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
The XP Agency has worked on events for brands like Procter & Gamble, Netflix, Coca-Cola, and Ghirardelli.
Brands & Event Pros
Industry Innovators 2025: Tamara Francois and Adolfo Vasquez
Rose Gold Collective handled Don Q Rum's festival build at the Country Bay Music Festival in Miami.
Brands & Event Pros
Industry Innovators 2025: Sarah Sebastian
'One of the most defining moments of my career was leading the creative direction for Hewlett Packard Enterprise’s HPE Discover event keynote, the first-ever corporate keynote at Sphere in Las Vegas—a landmark moment in both creativity and technology,' says Saaud.
Brands & Event Pros
Industry Innovators 2025: Sami Saaud
Related Stories
Wooden tables fill the 60-seat Aurora Soho.
BizBash Lists
Brooklyn Italian Eatery Moves to SoHo
E7765standalone
BizBash Lists
Café Saint-Ex Alum Opens Georgetown Resto
Tammy Haddad's tented backyard.
BizBash Lists
Power Brunch
E7749standalone1
BizBash Lists
Willard InterContinental Gets a Café
More in BizBash Lists
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Brands & Event Pros
Industry Innovators 2025: Tamara Francois and Adolfo Vasquez
The co-founders of The XP Agency see every touchpoint as an opportunity to connect—long before the event begins and long after it ends.
The XP Agency has worked on events for brands like Procter & Gamble, Netflix, Coca-Cola, and Ghirardelli.
Brands & Event Pros
Industry Innovators 2025: Sarah Sebastian
The owner and creative director of Rose Gold Collective brings a boutique mindset to bold brand moments.
Rose Gold Collective handled Don Q Rum's festival build at the Country Bay Music Festival in Miami.
Brands & Event Pros
Industry Innovators 2025: Sami Saaud
The founder and chief creative officer of No Filter Creative blends fine art, branding, and technology to push the boundaries of immersive storytelling.
'One of the most defining moments of my career was leading the creative direction for Hewlett Packard Enterprise’s HPE Discover event keynote, the first-ever corporate keynote at Sphere in Las Vegas—a landmark moment in both creativity and technology,' says Saaud.
Brands & Event Pros
Industry Innovators 2025: Ryan Coan
The founder and CEO of Creative Riff has been chasing creative curiosity since his dorm room startup days, now leading bold activations for some of the world’s biggest IPs.
Ryan and his team produce BravoCon, an immersive brand experience where more than 27,000 'Bravoholics' celebrate their fandom through photo ops, live panels, interactive exhibits, and surprise-and-delight moments.
Brands & Event Pros
Industry Innovators 2025: Mia Choi
The founder and president of MAS leads with inclusion, imagination, and a refusal to coast—turning events into meaningful, memorable moments.
'Every event is an opportunity to get wildly imaginative—and we take it,' says Choi.
Most Popular
Strategy
How U.S. Event Planners Can Navigate Global Attendance Challenges
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Meetings
C2 Montreal 2025: How the Business Conference Puts Creativity in 'Motion'
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Event Design & Decor
How BET’s Stylish Anniversary Dinner Honored the Past—and Embraced the Future
Trends
What's New in Meetings and Trade Shows: MPI WEC Heads to St. Louis, New Trends Report Shows Corporate Events on the Rise, and More
Brands & Event Pros
Industry Innovators 2025: Katie (Limle) Fiore
The head of production for Crown & Conquer is passionate about creating experiences that feel real, relevant, and rooted in culture.
Crown & Conquer is a creative agency that works with major brands on live experiences, content, and partnerships. Recent work includes Coca-Cola's eye-catching activation at Coachella 2025.
Brands & Event Pros
Industry Innovators 2025: Jimmy Knowles
The global head of experiential marketing for Canva is turning brand experiences into global celebrations of creativity, community, and joy.
Knowles runs Canva Create, the brand's flagship event that started as a 1,500-person internal gathering in Sydney and has since evolved into the 'Coachella of creativity' with 4,500-plus in-person attendees and over 2.5 million online registrants around the world.
Brands & Event Pros
Industry Innovators 2025: Dwayne Guzman Barnett
The executive vice president of 15|40 Productions aims to craft experiences that merge technology, creativity, and community in groundbreaking ways.
15|40 is a creative-led marketing events agency specializing in experiences and integrated activations for global brands; the team regularly works on activations at major events like D23 (pictured).
Brands & Event Pros
Industry Innovators 2025: Dana Darley Dailey
The senior manager of whiskey portfolio events for Heaven Hill Brands is redefining brand activations through the art of “hospitality by design.”
'One of my favorite career moments was hosting an immersive product launch dinner in our rickhouse as part of our grain-to-glass series,' says Darley Daily.
Brands & Event Pros
Industry Innovators 2025: Ajith Krishnankutty
The vice president of experiential marketing for Capital Group is reimagining events as data-driven, tech-forward experiences—with human connection at the core.
Screenshot 2025 05 20 At 1 50 08 Pm
Brands & Event Pros
Industry Innovators 2025: 9 Event Tech Leaders Defining What’s Next
Meet the minds behind the tools, platforms, and ideas revolutionizing how events are executed in 2025 and beyond.
2025 Industry Innovators Article Image Event Technology
Page 1 of 176
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.