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  1. Event Tech & Virtual

Inside the Food- and Drink-Inspired Activations and Events at Austin Food & Wine Festival

From a massive grilling demonstration to interactive bars, here’s a look at the best of the festival.

Nadia Chaudhury
May 9, 2017

Austin Food & Wine Festival—the city’s largest food festival—returned April 28 through 30, bringing along celebrity chefs and some 5,000 hungry attendees. The weekend marked the return of the festival after being canceled last year due to inclement weather.

The festival grounds took over Auditorium Shores, unleashing big-name chefs such as Tim Love, Jonathan Waxman, Christina Tosi, and others on stage, while Austin chefs like Tyson Cole and Bryce Gilmore fired up small bites. Drinks and wine were poured by Tequila 512, Rodney Strong Vineyards, Balcones Distilling, and others.

This year featured a new location for the festival’s two evening events, the Lone Star Nights (which highlighted Texas chefs) and Rock Your Taco (the food competition). Their normal venue, Republic, is undergoing renovations, so festival organizers moved to the Fair Market, a smaller space. Organizers made do by taking advantage of the outdoor lawn, as well as blocking off the street in the front of the building to allow crowds to flow more easily between food stalls.

Austin Food & Wine is hosted and organized by Food & Wine magazine and C3 Presents, the same company behind music-focused events ACL Festival and Lollapalooza. Here is how brands such as Toyota, Hendrick’s Gin, KitchenAid, and others vied for the attention of attendees.

Launch slide show

Chef Tim Love led two sessions of his sprawling, hands-on grilling demonstrations. Attendees were stationed at 100 grills, cooking meat according to the chef's directions.
Chef Tim Love led two sessions of his sprawling, hands-on grilling demonstrations. Attendees were stationed at 100 grills, cooking meat according to the chef's directions.
Photo: Roger Ho
During the evening events at the Fair Market, attendees were encouraged to take photos in front of Toyota’s branded plate backdrop. Afterwards, they were able to partake in cheese samples served from the trunk of a Camry, sourced from a Waco dairy.
During the evening events at the Fair Market, attendees were encouraged to take photos in front of Toyota’s branded plate backdrop. Afterwards, they were able to partake in cheese samples served from the trunk of a Camry, sourced from a Waco dairy.
Photo: Drew DeGennaro
Toyota set up shop on the festival grounds with its own stage and cars. Dubbed Entertain!, it featured weekend programming, from conversations with chefs such as Hugh Acheson and Amanda Freitag to ceramics demonstration and musical performances.
Toyota set up shop on the festival grounds with its own stage and cars. Dubbed Entertain!, it featured weekend programming, from conversations with chefs such as Hugh Acheson and Amanda Freitag to ceramics demonstration and musical performances.
Photo: Nadia Chaudhury for BizBash
Attendees were able to create their own customized goods, keeping in line with the cooking theme. This meant mixing up their own dry rub mix based on chef Tim Love’s recipes, potting their own take-away herb gardens, creating personalized spatulas that were engraved in the trunk of a car, and choosing individualized silk-screened tote bags.
Attendees were able to create their own customized goods, keeping in line with the cooking theme. This meant mixing up their own dry rub mix based on chef Tim Love’s recipes, potting their own take-away herb gardens, creating personalized spatulas that were engraved in the trunk of a car, and choosing individualized silk-screened tote bags.
Photo: Nadia Chaudhury for BizBash
Hendricks Gin fashioned what it dubbed as the 'the world’s most utterly inefficient cocktail bar.” Batched cocktails were raised to the third level of the three-story bar, where bartenders shook the drinks over ice. They then fed that liquid through copper funnels, which led to the second level, serving as the control center. At that phase, different bartenders added bitters and fruit extracts. Then it went down to the ground level, where the serving bartenders poured the drinks into pitchers ready to be served to attendees.
Hendricks Gin fashioned what it dubbed as the "the world’s most utterly inefficient cocktail bar.” Batched cocktails were raised to the third level of the three-story bar, where bartenders shook the drinks over ice. They then fed that liquid through copper funnels, which led to the second level, serving as the control center. At that phase, different bartenders added bitters and fruit extracts. Then it went down to the ground level, where the serving bartenders poured the drinks into pitchers ready to be served to attendees.
Photo: Nadia Chaudhury for BizBash
Texas grocery store chain HEB outfitted its Austin Food & Wine tent with plenty of homey, comforting touches, with a greenery-covered exterior, coffee and pastries, cheese and charcuterie, cocktails and wine, and special programming including frittatas and Bloody Marys from chef Joey Campanaro.
Texas grocery store chain HEB outfitted its Austin Food & Wine tent with plenty of homey, comforting touches, with a greenery-covered exterior, coffee and pastries, cheese and charcuterie, cocktails and wine, and special programming including frittatas and Bloody Marys from chef Joey Campanaro.
Photo: Drew DeGennaro
Whiskey brand Glenfiddich invited guests inside its “Experimental Dome” to taste its new India Pale Ale cask whiskey, paired alongside an English-style IPA, along with cocktails made from its various whiskeys.
Whiskey brand Glenfiddich invited guests inside its “Experimental Dome” to taste its new India Pale Ale cask whiskey, paired alongside an English-style IPA, along with cocktails made from its various whiskeys.
Photo: Courtesy of Glenfiddich
Attendees were encouraged to participate in sensory stations set up in the dome. There were test tubes with colored whiskey to help participants understand the importance of color to taste, as well as vapor stations where guests were able to smell whiskey.
Attendees were encouraged to participate in sensory stations set up in the dome. There were test tubes with colored whiskey to help participants understand the importance of color to taste, as well as vapor stations where guests were able to smell whiskey.
Photo: Courtesy of Glenfiddich
Paso Robles winemaker Austin Hope fashioned a traveling tiny home designed and created with Williams-Sonoma and TruForm Tiny. It’s meant to serve as a traveling tasting room, bringing the California winery around the country, and Austin was its first stop. The public was welcome to explore the house, taste wine, and pose in front of the photo booth. Hope also hosted private wine tastings from his wine portfolio, paired with food cooked by Austin chef Jack Gilmore.
Paso Robles winemaker Austin Hope fashioned a traveling tiny home designed and created with Williams-Sonoma and TruForm Tiny. It’s meant to serve as a traveling tasting room, bringing the California winery around the country, and Austin was its first stop. The public was welcome to explore the house, taste wine, and pose in front of the photo booth. Hope also hosted private wine tastings from his wine portfolio, paired with food cooked by Austin chef Jack Gilmore.
Photo: Courtesy of Liberty School
Italian company Barilla brought its pasta-dishing truck to the Austin Food & Wine Festival, which featured seating and a giant noodle-filled pan with oversize utensils for a photo op.
Italian company Barilla brought its pasta-dishing truck to the Austin Food & Wine Festival, which featured seating and a giant noodle-filled pan with oversize utensils for a photo op.
Photo: Nadia Chaudhury for BizBash
KitchenAid provided all of the equipment for the festival’s two cooking-demonstration tents, such as nonstick pans, mixers, blenders, and even the oven. This allowed the chefs to showcase their culinary skills, including Milk Bar chef Christina Tosi baking and building her famous layered cake.
KitchenAid provided all of the equipment for the festival’s two cooking-demonstration tents, such as nonstick pans, mixers, blenders, and even the oven. This allowed the chefs to showcase their culinary skills, including Milk Bar chef Christina Tosi baking and building her famous layered cake.
Photo: Roger Ho
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