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5 New Concepts to Look for at the Food & Wine Classic in Aspen

The posh epicurean event will launch new green initiatives and offer its first-ever live stream.

Chefs and Food & Wine staff gathered for a toast at the 2015 Food & Wine Classic in Aspen.
Chefs and Food & Wine staff gathered for a toast at the 2015 Food & Wine Classic in Aspen.
Photo: Galdones Photography

Now in its 34th year, the annual Food & Wine Classic in Aspen attracts an exclusive crowd of just 5,000 guests to the Colorado mountain town. The three-day affair draws food and wine enthusiasts from all over the world, in addition to some of the industry’s most renowned chefs, sommeliers, innovators, and tastemakers. So how does the Classic continue to reinvent itself more than three decades after its inception? “There is a lot about the Classic that works really well: the schedule and structure within it have flexibility and a lot of freedom where we can be really creative and come up with things that we think readers and guests will find compelling,” says Food & Wine event marketing director Diella Allen.

The event—which takes place Friday to Sunday—will introduce new event themes, technology, green initiatives, and more. Here’s a look at five of the most notable new additions.

1. The Classic's First Live Stream
Implementing a concept long in the works, the Classic will offer free live streams for the first time using Facebook’s platform. KitchenAid will sponsor a live stream via Facebook Live as part of a program called “Have Dinner With Us” featuring a cooking demonstration from chef Chris Cosentino, the Top Chef Masters winner and The Next Iron Chef competitor. The demo is in conjunction with a series of videos KitchenAid will be promoting to fans and followers, encouraging them to cook along with Cosentino throughout the weekend. “There’s a big marketing campaign and promotional push to ensure people are tuning in to watch it live,” says Allen.

In addition, Patron will join the Facebook live stream to produce the “How to Make the Perfect Bloody Maria” seminar, and Food & Wine will stream the “Mad Genius” seminar with Justin Chapple and Tamron Hall on its Facebook page on Saturday.

2. New Green Initiatives
“We work very closely with the city, and we run a very green event; we are constantly looking for ways to minimize waste,” Allen says. The Classic will be going digital in as many places as possible to reduce paper. For example, previously, a big “Tasting Notes” book was printed for guests, which will transition into a smaller pocket guide and be supplemented with information on the event’s mobile app. “The content is all still there, but there is less paper product onsite,” she says.

In addition, volunteers will help guests recycle or compost, and educate them on what actually is considered trash. “We want to divert as much as we can away from the landfill," Allen says. "Aspen is such a beautiful place; we want to keep it that way.” All signage used at the event will get recycled, not trashed.

3. More Influencers
With so many brands activating at the event, the use of social media and social influencers onsite is changing the way people tell stories. Brands are finding influencers on their own to form larger partnerships, and are bringing them to this year’s Classic. “So many partners are adding layers as part of their branding strategies,” says Allen.

For example, the Lexus-sponsored “What’s Gaby Cooking” content will be tailored toward ramping up its Pinterest site. American Express, the presenting sponsor of the restaurant trade program, will team up with food influencers Alison Roman and Joy the Baker. “It’s changing the landscape of event marketing. It’s not just what you are doing on the ground, it’s also the story you are telling and how you are communicating through all the different channels,” Allen says.

4. Debut of “Wines for IPO Trillionaires”
The most anticipated new seminar is “Wines for IPO Trillionaires,” which will showcase a selection of wines largely found only at auctions or via a waitlist. Hosted by entrepreneur and wine writer Mark Oldman, attendees can expect a lineup of wines that would cost about $10,000 for someone to purchase at retail prices. California-based Jordan Vineyard & Winery is designing a special, 18-liter bottle of wine for the occasion, which will take three people to lift and pour. “The programming piece is a really important educational component,” Allen says. “We want our guests to walk away having learned something, and take away information to enjoy this food and wine lifestyle even more.”

5. New Late-Night Event Hosted by Andrew Zimmern and Gail Simmons
The fest’s late-night event has varied the past few years, and this year will feature the dim sum talents of chef Andrew Zimmern at the Sky Hotel. “We keep a long list of ideas—types of parties, themes, trends, and delicious food,” says Allen. “While going through the venue and walking the space, we thought dim sum would be delicious to eat late-night.” Gail Simmons, the magazine’s special projects director, will co-host as well as preside over her own food station.

Rounding out the weekend is a plethora of private events, including Thursday-night’s Ultimate Spanish Barbecue presented by Wines from Spain; Friday-night’s publisher’s party; a Saturday-afternoon happy hour with Milk Bar chef Christina Tosi presented by Starwood Preferred Guest and American Express; and Saturday-night’s highly anticipated Southern Supper atop Aspen Mountain, in partnership with Blackberry Farm.