Provide Plenty of Choices
“We launched the New York City Wine & Food Festival as the agency of record with Lee Schrager of Southern Wine and Spirits, which was our partner as well for the South Beach Wine & Food Festival for many years prior. Now the event has an in-house staff, as it should, but the first few seasons were tremendous undertakings for us, with not only the Grand Tasting Pavilions (pictured), but with events all over the city. We booked every single venue,” Herb says. Herb explained that having tons of choice, “a complete menu” to choose from for these multiday festivals, makes the experience richer for attendees. As an attendee of the event for the first few years, I remember some of the events were a little neater and tidier than others, but the scope and scale of the citywide undertaking was one that I realized was a monumental effort (and inarguably an instant success).
Photo: Courtesy of the New York City Wine & Food Festival
