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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

South Beach Wine & Food Festival: How It Works With Host Venues Beyond the Beach

The massive food festival now stretches from South Beach to Fort Lauderdale. Here's a look inside the preparation and execution of offside events, plus a photo roundup from the biggest bashes.

Tracy Block
March 4, 2019

For its 18th edition, the Food Network and Cooking Channel South Beach Wine & Food Festival drew more than 65,000 attendees to more than 100 seated dinners, tasting events, cooking classes, and other programming from February 20 to 24. Known for its beachside tents—the north tent draws as many as 4,000 attendees each night to events like Italian Bites on the Beach and Burger Bash—the festival stretches to venues off the sand as well, as far North as Fort Lauderdale.

“When we have the opportunity to expand into new venues, it brings a new demographic,” said festival founder Lee Brian Schrager.

Working with a new host venue begins with a site visit and a conversation, Schrager said, followed by a brainstorm of ideas and finally the planning. “Seldom do we not figure out a way to work with a venue that [we want or] wants to be involved,” he said.

Loews Miami Beach Hotel has held the title of official host hotel since the festival’s start. During the festival, the hotel’s occupancy is almost entirely made up of festival V.I.P.s, sponsors, participating chefs, festival staff, visiting media, and guests from around the world who travel to Miami Beach for the event.

“Our partnership is the result of Lee Schrager’s vision for a wine and food festival, combined with our brand’s Good Neighbor program,” said Alex Tonarelli, managing director of Loews Miami Beach Hotel. The program addresses hunger relief, literacy and the arts, and greening initiatives, and it falls in line with the festival’s mission to raise money for the FIU School of Hospitality and Tourism Management. “To be a part of the tremendous growth of this festival over the years is something we are very proud of, and we look forward to continuing our partnership for years to come.”

Loews Miami Beach hosted six events this year, from the popular Tacos After Dark and Oyster Bash events to the $500-a-ticket Tribute Dinner, which honored chef Nancy Silverton and Ferrari-Carano Vineyards and Winery owner and C.E.O. Rhonda Carano.

“We get very motivated for the festival each year,” Tonarelli said. “Months of planning goes into coordinating each event, from setup to overall operation, to culinary logistics, staffing, and more.”

The property also takes advantage of the festival as a marketing opportunity, offering guests a Taco Thursday special leading into the festival, a $2 oysters all night at Lure Fishbar, and Ferrari-Carano wine specials to celebrate the Tribute Dinner. Additionally, guests were treated to surprise festival-branded welcome amenities, chocolate turndowns, and lobby amenities throughout their festival stays. Burger Bash-theme macarons were a particularly popular treat, he noted.

“The treats and amenities are great visuals that create conversations,” Tonarelli said. “Guests love to share them on social media, which helps promote the festival events and showcases our hotel’s culinary talent.”

A short walk from the Loews, second-year host venue Espanola Way welcomed the late-night crowd at Midnight Eats, hosted by Bar Lab, Debi Mazar, and Gabriele Corcos. The event allows the 17 vendors of the historic South Beach block to present their fare, while giving guests a taste of the unique charm associated with the iconic district. “Last year’s sold-out Midnight Eats event brought international superstars, and we were able to parlay the success into hosting other large-scale events with [similar] requested buyouts,” said Scott Robins, founder and C.E.O. of Scott Robins Companies and the developer of Espanola Way.

Several Miami Beach hotels host poolside tasting-style events, like the National Hotel, which helmed two events: The inaugural Taste Jamaica, followed by Sweets & Beats the next evening. Behind the scenes, this required staff to break down Taste Jamaica, set up the pool guest furniture and restaurant for the daytime, then reset the area for the dessert party. “The fact that we can reach two completely different demographics and cater to 600 guests each night demonstrates the versatility of the National Hotel as a venue, and how different we can look one night from the other,” said Yaser Mohamad, the hotel’s general manager. “Having multiple events also gave us the opportunity to those who missed one night to get acquainted with the venue on the second night.”

Kimpton Surfcomber, known for its laid-back beach vibe, served as host venue for its fourth Art of Tiki late-night event. “The hotel staff and food and beverage team clears the canvas for the SOBEWFF event team to set the show,” said Conrad Tidswell, the hotel’s director of food and beverage. Tidswell’s team offers onsite support leading up to and during the event from providing ice and extension cords to overseeing a seven-pallet ingredient delivery to facilitating the overall two-day preparation of the property’s backyard space.

“On the day of the event, we start early with the festival setup on site, showing the mixologists their stations, informing them on what to expect throughout the night, and ensuring they have all of the ingredients they had requested to make their tiki drinks,” Tidswell said. “The mixologists arrive around noon on Friday, and work all day to make their drinks in large quantities—enough to satisfy the number of event attendees.”

Click through the side show to see inside festival events as well as activations from brands including Heineken Light, La Croix, Bacardi, and more.

Rosé Pool Party
Rosé Pool Party
Whispering Angel National Fine Wine Director Paul Chevalier and event host Geoffrey Zakarian uncorked a massive bottle of the famed wine in celebration of the festival’s first Rosé Pool Party.
Photo: Seth Browarnik/World Red Eye
Sweets & Beats
Sweets & Beats
Bon Chocolatier presented a festive array of colorful chocolates at Sweets & Beats, hosted at the National Hotel Saturday night.
Photo: Seth Browarnik/World Red Eye
Taste Jamaica
Taste Jamaica
Colin Hylton from Kingston, Jamaica, served passionfruit gelee cups with jackfruit salsa at Taste Jamaica, a debut event held at the National Hotel.
Photo: Seth Browarnik/World Red Eye
Yappie Hour
Yappie Hour
Official host hotel Loews Miami Beach welcomed furry friends to its outdoor quarters for the Yappie Hour daytime event. Pet food brand Nulo stocked an outdoor kitchen with plenty of kibble and toppings to cater to canine preferences and dietary restrictions. Pet owners were invited to take home full-size bags of dog food and bandanas. Established Loyalty gave away collapsible dog bowls and chic nylon pet satchels, as well.
Photo: Seth Browarnik/World Red Eye
Tribute Dinner
Tribute Dinner
Loews Miami Beach hosted six events this year, including the $500-a-ticket Tribute Dinner, which honored chef Nancy Silverton and Ferrari-Carano Vineyards and Winery owner and C.E.O. Rhonda Carano.
Photo: Seth Browarnik/World Red Eye
Oyster Bash
Oyster Bash
Among the purveyors at Oyster Bash were Murder Point Oysters of Bayou La Batre, Alabama.
Photo: Seth Browarnik/World Red Eye
Art of Tiki
Art of Tiki
Poi and hula dancers took to the center of the Surfcomber Hotel to entertain guests at the Hawaiian-theme Art of Tiki late-night party.
Photo: Seth Browarnik/World Red Eye
Art of Tiki
Art of Tiki
The Esotico Rum Cup from Esotico Miami was a fan favorite, as was the bar display, featuring Easter Island-like figures, fresh orchids, and “Good Vibes Only” neon signage.
Photo: Seth Browarnik/World Red Eye
Bacardi’s Beach Carnival
Bacardi’s Beach Carnival
An oversize chess board littered with branded SOBEWFF beach balls allowed patrons at the closing Beach Carnival to imbibe and engage by the centered Bacardi carnival-theme bar. One of many cocktail stops, the presenting sponsor showcased its headquarters in striped drapery, strung lights, and illuminated signage.
Photo: Seth Browarnik/World Red Eye
Bacardi’s Beach Carnival
Bacardi’s Beach Carnival
Guests at Bacardi’s Beach Carnival were invited to sip cocktails from Patron, Grey Goose, and more, while playing free carnival games, like the nostalgic water gun race, where uniformed carnival workers awarded stuffed animal prizes to winners.
Photo: Seth Browarnik/World Red Eye
Burger Bash
Burger Bash
Judges Neil Patrick Harris and David Burtka tasted the People’s Choice-winning burger from Nedal Ahmad of Pincho Factory.
Photo: Seth Browarnik/World Red Eye
Burger Bash
Burger Bash
American Airlines Flagship First Dining served a “Signature Flagship Burger,” a neat and tasty bite made of a hand-formed, single-sirloin burger, aged cheddar, red onion, bacon marmalade, arugula, and beefsteak tomatoes.
Photo: Seth Browarnik/World Red Eye
Burger Bash
Burger Bash
Framed tables with hanging lanterns underneath strung lights provided an outdoor café vibe for diners seeking a seated experience at Burger Bash.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
Chad Hudson Events designed the oceanfront pavilion for festival title sponsors Food Network and Cooking Channel. Scenic production was from 15/40 Productions, furniture rentals came from Event Effects, and Kitanim provided florals. Great Performances handled catering.
Photo: Courtesy of Food Network
Grand Tasting
Grand Tasting
The space had welcoming details like a swing.
Photo: Courtesy of Food Network
Grand Tasting
Grand Tasting
Essentia was the official still water sponsor of the Grand Tasting. Along with chilled water bottle coolers stationed throughout the event, the brand activated at the entrance of the village, where a DJ spun beats from atop a two-story “Hydrate” structure, and guests had their first shot at a photo booth op with a greenery backdrop that read “#overachieving H20.”
Photo: Courtesy of Essentia
Grand Tasting
Grand Tasting
Center stage in one of the two tasting tents, Absolut featured its grapefruit varietal at the Grand Tasting, which included an activation dedicated to the pink bottling, along with wing-clad “butterflies” who posed with attendees.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
An animated Anne Burrell closed out the Grand Tasting demo tent on Sunday with celebratory prosecco and plenty of back-and-forth with audience members.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
The food brand Goya’s carnaval-theme branding at the Grand Tasting featured a whimsical photo booth cutout experience, a center tasting station build out, and decked samba dancers.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
In between the tasting tents, Heineken Light hosted a beachy beer lounge, which featured decor in the forms of surf boards, palm trees, suns, and umbrellas. The three-part activation included a seating area, a fully stocked bar, and a photo op, complete with a “Cheers to Miami” backdrop.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
La Croix’s beach house-theme bars within the Grand Tasting tent featured pastel hues, a wall made of product boxes, and outfitted servers pouring the popular bubbly water, along with color-coordinated paper straws.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
The line was lengthy inside the tent for treats from artisanal doughnut shop the Salty Donut. Guests grabbed full-size treats, like the popular maple bacon flavor from the Wynwood-based vendor. Earlier at the festival, the shop hosted two doughnut-making master classes.
Photo: Seth Browarnik/World Red Eye
Grand Tasting
Grand Tasting
The David Grutman Experience welcomed French house DJ Cedric Gervais to spin high-energy mood music, which was accompanied by a cameo from rapper Ludacris.
Photo: Seth Browarnik/World Red Eye
Italian Bites on the Beach
Italian Bites on the Beach
A mannequin dressed in pasta and positioned on a wooden block was a food-as-decor touch at Italian Bites on the Beach hosted by Barilla.
Photo: Seth Browarnik/World Red Eye
Italian Bites on the Beach
Italian Bites on the Beach
Both the aromatics and the tropical tablecloth from Publica drew guests to taste the truffle arancini balls, a hearty hit at Italian Bites on the Beach.
Photo: Seth Browarnik/World Red Eye
Mixing It Up on the Miami River
Mixing It Up on the Miami River
The Wharf, a first-time venue for the festival, provided a nautical-clad waterside al fresco setting for Mixing It Up on the Miami River. The event offered midnight snacks from vendors like Mojo Donuts, Cheeseburger Baby, and Spris Artisan Pizza, and a massive bar with featured cocktail creations from Drink Miami, Bar Lab, Repour Bar, and more.
Photo: Seth Browarnik/World Red Eye
Mixing It Up on the Miami River
Mixing It Up on the Miami River
Popular bites at the event were the guava and cheese glazed doughnuts from Mojo Donuts at Mixing It Up on the Miami River at the Wharf.
Photo: Seth Browarnik/World Red Eye
Rosé Pool Party
Rosé Pool Party
Savory macarons with beet marmalade and cured salmon from the Eden Roc Miami Beach hotel matched the theme of the Rosé Pool Party on Friday afternoon.
Photo: Seth Browarnik/World Red Eye
Rosé Pool Party
Rosé Pool Party
Decor at the poolside event at Eden Roc included a wooden frame laced with flora and bottles of the Palm by Whispering Angel.
Photo: Seth Browarnik/World Red Eye
Best of the Best
Best of the Best
In addition to the array of desserts from host venue Fontainebleau Hotel, Kelly Fields from Willa Jean in New Orleans served an inventive lemon cornmeal strawberry shortcake dessert dish at Best of the Best.
Photo: Seth Browarnik/World Red Eye
Dinner at Terra Mare
Dinner at Terra Mare
Hamachi tostadas from Terra Mare chef Michael Chavez were a multi-textured bite accented with adzuki bean puree, tobiko, spicy soy vinaigrette, and togarashi. The dinner kicked off the festival and was co-hosted by Donatella Arpaia and P.J. Calapa.
Photo: Seth Browarnik/World Red Eye
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