The South Beach Wine & Food Festival kicks off today, and for the 15th installment of the massive event, it’s expanding its boundaries into an unlikely place: Broward County. For the first time, director Lee Brian Schrager and his team have grown the festival into a bi-county experience, inviting locals and visitors to several new venues for the new Taste Fort Lauderdale Series.
“I grew up in Fort Lauderdale, and it seemed like a natural evolution for the festival in its 15th year,” Schrager says. “Working with the Greater Fort Lauderdale Convention & Visitors Bureau and the Beach Business Improvement District is a process that started nearly a year ago, and the community has been really welcoming.”
Eight new events have been added at Broward County venues, including Seaside Eats With Robert Irvine at the historic Bonnet House Museum & Gardens and the Bloody Mary Brunch hosted by the cast of Chopped at the Ritz-Carlton, Fort Lauderdale. In addition, longtime festival sponsor Seminole Hard Rock Hotel & Casino in Hollywood will host its first on-site events: New Style Remix Dinner at its Kuro restaurant, followed by a late-night gathering available as a separate event ticket.
With the assistance of specific managers designated at every event, from Ocean Drive to Fort Lauderdale Beach Boulevard, Schrager is confident in the festival’s extension despite some logistical challenges because of the distance from South Beach. “Transportation between events is certainly something that we’ve discussed extensively,” he says, “but we have a great [additional] team to manage that.” In fact, talent and hosts will be transported from South Beach to Fort Lauderdale via private shuttles.
Another milestone celebration this year is the 10th anniversary of the popular Burger Bash, which will include the return of previous champions serving up prized patties Friday night in the north tent, beachside behind the Ritz-Carlton, South Beach. On Saturday, late-night guests can indulge in the Sweet 15: A Dessert Party after-hours event, hosted by Duff Goldman at the Villa, Casa Casuarina.
Events that premiered in 2015, like Meatopia, Bites on the Beach, and Tacos After Dark will return, while newcomers such as Lucky Chopsticks, Seaside Eats, and Grilled Cheese Happy Hour will make their festival debut. Schrager attributes several factors to deciding whether or not a new event is a keeper. “We listen—a lot—to social to media, to our talent, to our partners and sponsors.” In regard to the conceptualization of new additions to the roster, he says, “We’re always looking at new trends. We’re trying to figure out what works, and what didn’t.”
Another component that worked for the festival in 2015 was rethinking ticketing strategies with an eye toward affordability. It debuted several lower-cost late-night events, partnerships with discount ticket affiliates such as Groupon and Gilt City, and later entry into events like the signature Grand Tasting Village. Consumers unable or unwilling spend $350 on events like Wine Spectator’s Best of the Best or the $325 entry to Chicken Coupe can get a taste of the festival action at Friday’s Fireman Derek’s Midnight Breakfast for $95, or Saturday night’s Croquetas and Champagne, also priced at $95 a ticket.
“The variety of events and pricing options has opened the festival up to an even larger audience,” Schrager says.
