LaCroix had a floral-themed photo wall activation that offered both printouts and digital photo files.Photo: World Red Eye
MIAMI—In its 24th year, the Food Network South Beach Wine & Food Festival (SOBEWFF) presented by Capital One brought more than 65,000 attendees to 108 events with over 500 chefs, vintners, vendors, and influencers Feb. 20-23. The four-day festival remained true to its core mission: raising funds—totaling more than $40 million to date—for the Chaplin School of Hospitality Tourism Management and FIU.
Although festival director Lee Brian Schrager has the event planning and production process down to a science, there are always wins, losses, and growth opportunities. Below, learn more about the sales strategy from the festival and the host hotel teams, the tech- and AI-forward sponsorship trends, plus a fully loaded photo gallery illustrating all of this year’s highlights.
FoodieCon moved to a new venue this year offering an expansive indoor-outdoor setting with spectacular bay views at Mondrian South Beach.Photo: World Red Eye
Behind the sales strategy
Although much of the core festival remains the same, the production team always has venue selection top of mind.“When we know an event is going to be successful and sells a lot more tickets than we expect, we can move it to a bigger venue the next year,” shared Schrager. “We are always evaluating the venues we are using.”
This was the case for FoodieCon, Schrager’s wildly popular food influencer conference that debuted in 2023, which moved to Mondrian South Beach this year; it’s moved to a bigger venue each year to accommodate the demand and growth.
“It’s a very easy event to sell. People want to be around influencers and love the engagement element of it,” he said. “And per square foot, we probably have more sponsors at FoodieCon than anywhere else.”
Additionally, ticket sales behavior plays a role in the program plan. A consistently successful sold-out late-night event “that sells out early,” according to Schrager, has the potential to graduate into a signature North Tent event. For example, Asian Night Market enjoyed a three-year stint as a popular late-night party at Loews Miami Beach Hotel and was deemed this year’s new signature event closer Sunday night.
Purchasing behaviors also indicated that attendees in 2025 were interested in new and intimate upscale events that sold out early. Schrager didn’t believe Thursday night’s Table of Ten hosted by Bobby Flay at Prime 54, a $5,560 per ticket dinner for just 10 guests, would hit. “I didn’t think it would sell and it sold out in three days,” he said.
Other luxe first-time front-runners included Thursday’s Champagne & Caviar Happy Hour presented by Champagne Pommery, which took place on The Betsy Hotel rooftop, and Friday’s 200-person Stone Crab Sail. When asked if these intimate events could see growth potential, Schrager said it would be unlikely, but not due to sales patterns. “It’s very hard to get anyone to donate stone crabs or Champagne for 3,000 people,” he admitted, referring to the tented event attendance and supply needs.
On the other hand, there are debut events that don’t sell, like this year’s A Duff Goldman Late Night Dessert Party & One Man Show at the Miami Beach Bandshell and Masters of Fire at Joia Beach, a grilling party hosted by Tyler Florence. Schrager chalks that up to the marketing strategy—not necessarily the headlining talent.
“When people don’t know what it is, they don’t like it,” Schrager offered. “It’s all about the marketing.” He went on to name a past boat party that was a “dud” when it debuted and then sold out once they renamed and rebranded it the following year.
Guests at Loews Miami Beach Hotel enjoyed both welcome and turndown amenities, including this whimsical beach dessert scene with the hotel photo printed on a mini white chocolate Champagne bottle.Photo: Pablo Medina Photography
Unpacking host hotel planning
At Loews Miami Beach Hotel, the festival’s official host hotel, prep from the all-hands-on-deck 800-member team begins 30 days out, according to Mutluhan Kucuk, complex managing director for the property. For example, the culinary and mixology team did advanced work to develop an array of signature sips and bites at Bar Collins, which draws inspiration from the festival events.“This year, we paid homage to Tribute Dinner honoree Dominique Crenn,” Kucuk explained. The cocktails were classic French sips with a twist; each one paired with a unique bite. “On the culinary side, we aim to give both those attending and not attending festival events a taste of the festivities with daily specials that are inspired by SOBEWFF events,” he said.
In terms of official programming, the team is locked into its process for recurring events but always embraces new events, which Kucuk said makes for great synergies. “We regularly brainstorm on new events and creative ways to enhance the guest experience,” he shared. “We love every opportunity that challenges our team’s creativity and skill set.”
Kucuk also noted the hotel’s commitment to developing new events that outgrow its venues, to Schrager’s point regarding venue assessment. “Asian Night Market and Tacos & Tequila both originated at Loews Miami Beach Hotel,” Kucuk recalled of the two signature tented events that were first late-nights that unfolded on the hotel’s St. Moritz Lawn. “We are proud to be part of these incredible events from inception.”
Invesco QQQ activated with an AI platform at both the Miami Design District event series at Jungle Plaza and in the Grand Tasting Village, where it was a presenting sponsor. Participants also posed for photos and were gifted swag bags with kitchen tools.Photo: World Red Eye
How more sponsors tapped into tech
SOBEWFF is known for offering a blank canvas for brands to interact and engage with thousands of attendees, which allows them to activate in new and meaningful ways. And the festival is no stranger to showcasing tech-forward innovations from brands. Two robotic bartending systems have been introduced—first, in 2016 from Royal Caribbean’s Makr Shakr system in the North Tent, and again in 2022 when FIU revealed Cecilia.ai, a robotic bartender at the Grand Tasting. In 2023, Norwegian Cruise Line brought an interactive cruise simulator to the North Tent.“The majority of SOBEWFF sponsors come from the food and beverage space, but to truly engage attendees and leave a lasting impact, several partners embraced cutting-edge technology and AI-driven activations this year,” shared Ashley Shapiro, senior director, festival program administration. “Our sponsors understand the importance of standing out and leveraging innovation to create unique, memorable interactions.”
Although tech and AI have had a presence on a smaller scale each year, in 2025, the trend was booming with brands, and far beyond the typical photo booth (as always, those were aplenty). At Thursday’s Burger Bash, Schweid & Sons partnered with artists to host a digital caricature station, while Publix used AI software to sketch attendees at the Grand Tasting. Additionally, Invesco QQQ, one of the festival’s presenting sponsors, activated at both the Miami Design District event series and the Grand Tasting by encouraging participants to try its AI-driven recipe tool in exchange for kitchen swag.
Also at the Miami Design District event series and Sunday’s Miami Bakery Brunch debut was smart water brand Bevi, which brought its touch screen-operated commercial coolers. Guests could customize their hydration experience by selecting flavors and enhancements like electrolytes, added vitamins, and energy boosts, and the “happy hydration” bars also offered reusable water bottles to promote waste reduction.
“The beverage industry is evolving, and technology is at the forefront of that transformation,” shared Jodi Pavia, director of experiential marketing at Bevi. “From smart dispensers that eliminate plastic waste to AI-driven customization that caters to individual tastes, tech is redefining how consumers interact with their drinks."
For Bevi, Pavia said, technology isn’t just about convenience—it’s about sustainability, efficiency, and creating an elevated experience. “By integrating smart solutions, we make hydration more intuitive, reduce environmental impact, and provide businesses and event organizers with a cutting-edge way to offer beverages that people love.”
Keep scrolling to see the best bevvies, bites, and brand highlights—which will have to tide you over until the festival’s milestone 25th anniversary next year...
