Festivalgoers enjoyed the Grand Tasting event, which featured Michelin-starred and James Beard-nominated chefs, live-fire cooking demonstrations, immersive VIP experiences, and tastings from top wine regions like Paso Robles, Temecula, and Napa.Photo: James Tran
SAN DIEGO—In early November, the San Diego Food + Wine Festival (SDFW) celebrated its 20th anniversary.
The event saw record attendance with more than 11,000 festivalgoers, along with binational participation from culinary icons, change-makers, and award-winning chefs and vintners. The festival is the only one in the U.S. to host events simultaneously in two countries (the U.S. and Mexico)—setting it apart from other food fests.
“Latin American cuisine has a profound influence on the culinary landscape of Southern California, and Baja California, in particular, plays a pivotal role in shaping how we celebrate those cultural connections,” said Michelle Metter, SDFW producer and owner of Fast Forward Events.
For over a decade, the festival has partnered with Fernando Gaxiola, founder of Baja Wine + Food, to curate the event’s Baja Culinary Expedition. The full-day experience takes a group of festival guests to Valle de Guadalupe for an immersive journey through the region’s renowned wineries and restaurants.
In addition to the experience in Baja, more than 40 chefs from Mexico teamed up with the festival for the final day of the Grand Tasting weekend.
For 2024, the food festival introduced several new initiatives including a partnership with Food Tank and KPBS, the local NPR affiliate, to host a summit that featured conversations about the future of the good food movement. It included discussions with celebrity chefs Alice Waters, Elizabeth Falkner, and Drew Deckman, as well as advocates, farmers, national and local civic leaders, CEOs, and other luminaries from across the food landscape.
Organizers also collaborated with the Coronado Island Film Festival to present a Culinary Cinema Series, combining film screenings with Q&A sessions and tasting experiences.
A new program for culinary content creators and social media influencers called CrEATor Live also debuted in 2024. During the two-day immersive experience, content creators learned how to scale their businesses, create better content, and secure brand partnerships. In total, there were 25 to 30 experiences throughout the festival week.
Metter credits the festival’s expansion into film, advocacy, and the creator economy for the record attendance. It “reflects our deepening push into creating a festival with a soul that connects content and culture with community,” she said.
She added that festival organizers also deepened their collaboration with content creators as brand ambassadors. “These creators not only extend the festival’s reach by connecting with highly engaged audiences, but their involvement also enhances the festival’s appeal to exhibitors and sponsors. This dual impact—engaging attendees and attracting key participants—has been a critical factor in our growth and success.”
Returning partners included Southwest Airlines, Nestlé, and the Consulate of Mexico, alongside wine regions such as Paso Robles, Temecula, and Sonoma County. Standout brand activations included “CohnChella” by Cohn Restaurant Group, a mini festival-within-a-festival with chefs from restaurants in the company's portfolio, along with a live DJ, friendship bracelets, arcade games, disco balls, and dancing.
SDFW also partnered with the Consulate of Mexico and Baja Tourism to immerse attendees in the cuisine and culture of the country. A pavilion at the Grand Tasting featured several of the region's newly anointed Michelin chefs and many of the wines from the region.
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