More and more, musicians aren't the only celebrities attracting fans to big-name music festivals. Chefs are starting to appear alongside rockers on the event lineups, whether the culinary pros are signing books in a dedicated area or appearing onstage.
Laurie Kirby produces the annual FestForward Convergence for festival organizers in North America and monitors industry trends. "With the stakes growing higher for festivals to create unforgettable experiences, what is a seemingly natural synergy is now taking center stage: cooking and music," she says. "From Outside Lands to Life Is Beautiful and many other events throughout North America, many festivals are adding a gastronomical experience featuring celebrity chefs—rock stars in their own right—with live music for demos and synchronized performances. ... The trend won’t be disappearing anytime soon as it's a goldmine of attracting new audiences and broadening the festival experience." Here's a look at how some events are capitalizing on the trend.
This year, Bottlerock Napa Valley had a new stage dubbed "Culinary Mashup." During one onstage event, Snoop Dogg prepared sushi rolls alongside chef Masaharu Morimoto. The event took place in late May.
At the Outside Lands Music Festival in San Francisco, an area known as "GastroMagic" showcased culinary and musical innovation. One event that took place onstage at this year's August event was dubbed "Breakdown Breakdance." While hip-hop band Beatz and Pieces performed, a Bay Area butcher did a demonstration with meat.
Brands are also hopping on the trend. Held in Louisville each October, the Louder Than Life festival highlights the city's culinary offerings while celebrating music. At the 2014 event, Jack Daniel’s flew in chefs to cook up dishes—including giant pork chops, beef brisket, and pulled pork—that incorporated the bourbon. This year, the fest will continue the tradition with chefs cooking up Jack Daniel's-inspired Mexican fare.
Now in its second year, Food Network in Concert takes place at Ravinia outside of Chicago in September. The event pairs concerts from performers such as John Mayer with chef demonstrations, book signings, and panel discussions. In 2014, chef Anne Burrell (pictured) signed books at the event.
