Lee Schrager on SOBEWFF, FoodieCon, and the Rise of Food Influencers

Lee Schrager said it plainly: "Food is a common denominator that brings everyone together. Every happy or sad moment in your life takes place over a meal or over a cocktail." Premier Guide Miami was in the room when it happened.

In the fast-paced world of culinary festivals, Lee Schrager stands out as a visionary trailblazer, reshaping the landscape with his innovative creations like FoodieCon and the renowned South Beach Wine & Food Festival (SOBEWFF) . With a keen eye for emerging trends and a passion for celebrating the fusion of food and digital storytelling, Schrager has set the stage for a groundbreaking experience at this year's SOBEWFF with the inclusion of FoodieCon.

As social media influencers and content creators continue to captivate audiences with their culinary adventures, the traditional hierarchy of celebrity chefs is undergoing a transformation. Enter FoodieCon®, an exciting addition to SOBEWFF, promising a vibrant celebration of gastronomic innovation, interactive experiences, and the harmonious relationship between culinary creators and digital personalities.

In an exclusive interview with Premier Guide Miami, Lee Schrager shared his insights on the evolution of culinary events and the strategic decision to spotlight viral creators alongside established chefs. By showcasing influencers like Chef Joshua Weissman (@joshuaweissman, 9.5MM followers), Toni Chapman (@themoodyfoody, 2.7MM followers), Nadia Caterina Munno (@the_pastaqueen, 3MM IG followers) and Molly Baz (@mollybaz, 768K followers), celebrities like Neil Patrick Harris and Bobby Flay, FoodieCon® aims to bridge the gap between traditional culinary icons and the new generation of digital tastemakers.

FoodieCon kicks off February 23–24, 2024. Stay tuned for an immersive food journey at this year's SOBEWFF, where food, culture, and digital storytelling converge.

With your extensive experience in the culinary festival industry, how would you describe your taste bud?

Simple. I am not a sophisticated eater, I am a very basic eater. I think if you look at the events we started in the early days that are still here, like Burger Bash or the chicken events, people think I'm going to have a very sophisticated palate, I don't. I love great food, I love great meals and enjoying great chef restaurants but I am pretty much a very basic eater at heart.

Could you elaborate on the inspiration behind launching FoodieCon and its role in bringing social media influencers to the forefront?

FoodieCon is going into its second year. It was an idea that I had last minute last year; we pulled it off in ten weeks and put it together. This year it has taken on a life of its own for the most part. We are really excited to see how it's grown in one year. Every FoodieCon event that we are doing this year is sold out. We feel like we are on to something. It's like the early days of the festival to see something new and exciting take off and bringing together some of the top food influencers worldwide, not just the country, is very exciting. I am really looking forward to it.

Are you actively engaged on social media platforms?

Yes, I do use Instagram. While I don't command a massive following like many influencers do, with around 27K followers, I find social media to be a great tool for connecting with individuals who share my interests, especially those involved with the festivals I organize. It allows me to engage with topics that are important to me and stay connected with the wider food community.

Was that how FoodieCon started?

These food influencers — there has been a lot of foodies who had accounts and the chefs were doing it for a long time, the big names and TV chefs were doing it. It's really the last few years with these people who were not chefs, who were not TV personalities or cookbook authors who were using social media to talk about or to promote their platforms. That was how I learned of all of them. Then through following them — you follow one then you look at who follows them then you get more people. It has been a really great experience for me.

How are consumers responding to this new element (FoodieCon) of SOBEWFF?

It's sold out! That's a great response. Ticket sales, being sold out in the second year over a significantly greater capacity from last year. That's great. Sponsors are excited about us, media is excited about us this year. I think we are on the right path.

Reflecting on the growth of SOBEWFF over the years, what factors do you believe have attributed to its success?

As we approach our 23rd year, the key to our success lies in maintaining consistency, scouting new talent, introducing fresh event concepts, and most importantly, listening to our audience. By continuously evolving, welcoming culinary talents from across the globe, and fostering a sense of community, the festival has expanded tremendously from its humble beginnings of 6,000 attendees to attract over 60,000 attendees. Food is a common denominator that brings everyone together. Every happy or sad moment in your life takes place over a meal or over a cocktail.

Do you plan to continue for another 10 years?

I think as long as we can continue to keep it fresh, as long as we can continue to attract new audiences, as long as we continue to grow and promote the charity which is the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) and raise funds and awareness, I think we will keep going long after I am around.

What are some of the events that attendees simply cannot get enough of?

If you look at the big signature events on the beach like Burger Bash hosted by Rachael Ray, Best of the Best featuring the greatest wine, Guy Fieri's event, Bobby Flay's appearance, anything with big Food Network talents — these people seem to want more and more every year.

Based on your own experiences with these successful events over the years, what is your best guide for attendees this year, especially those joining for the very first time?

Don't do too much. There are still a lot of great events you can still buy tickets for. Do a daytime event, do a nighttime event. Don't try to do too much. You will get tired and you won't appreciate it. Pick a signature daytime event whether it's a masterclass or a wine seminar, the grand tasting, then go to a dinner that we are hosting, then a late night party. Do two things a day. I wouldn't try to do any more than that.

Spirited libations will accompany many bites at the festival — what's your pick?

I'm a gin drinker. All gins suit my taste.

FoodieCon® 2024 Programming Highlights:

• FoodieCon® Kickoff Happy Hour — hosted by Neil Patrick Harris, this happy hour will jump-start the FoodieCon festivities with drinks and light bites.

• FoodieCon® Kickoff Dinner — hosted by Robert Irvine, @jakecohen, @olivietied and W South Beach's Jon Miller, featuring a collaborative menu, fun drinks, and plenty of photo moments.

• Between the Buns: The Ultimate Burger Build Featuring Schweid & Sons — hosted by Bobby Flay, @joshuaweissman, @owen.han, @albert_cancook, and @olivietied.

• Let's Dish: Answering Your Burning Questions — @briancantstopeating, @mancancooknz, @jakecohen, @oliviatied, @the_pastaqueen, and @joshuaweissman answer rapid-fire questions about cooking, content, and social media.

• Hitting the Shelves — @mollybaz, @thedefineddish, @jakecohen, @nick.giovanni, and Neil Patrick Harris discuss product lines and expanding your brand beyond social media, moderated by Marc Murphy.

• Fast Track to Success — @thejoemustgoon, @curlyfuq, and @themoodyfoody discuss their rapid growth on social media, moderated by Yelp Trends Expert Tara Lewis.

• Clocking Out: From Cubicles to Content — @chefpriyanka, @mollybaz, @curlyfuq, and @thedefineddish explore how they left their day jobs to pursue content creation full-time.

• Cuisine & Culture — @themoodyfoody, @chefpriyanka, @thejoemustgoon and @owen.han discuss how they've incorporated their cultures into their content, moderated by Kardea Brown.

• Sensory Overload — @mollybaz, @mancancooknz, @curlyfuq, @briancantstopeating, and @the_pastaqueen put their senses to the test with ASMR, blindfolds, and more.

• Snaps & Signings — FoodieCon creators available for book signings, meet & greets, photo opps, and more.

FoodieCon® tickets are available at sobewff.org/foodiecon . Follow @foodiecon on Instagram and TikTok (@foodieconfest).

For more upcoming events across South Florida, visit the Premier Guide Miami Events Calendar .