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.