Interview with Lee Schrager, Founder of FoodieCon and SOBEWFF
By: Daedrian McNaughton | Premier Guide Miami

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. The upcoming FoodieCon® at SOBEWFF will feature a dynamic lineup of luminaries and social media sensations who have redefined the foodie landscape.

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 (@nph, 9.1MM followers), Bobby Flay (@bobbyflay, 1.8MM followers) and others, FoodieCon® aims to bridge the gap between traditional culinary icons and the new generation of digital tastemakers.

Attendees can expect a diverse array of experiences, from intimate dinners to engaging activations, offering a fresh perspective on the intersection of food, technology, and culture.

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.

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

A: 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.

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

A: 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 its 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 takeoff and bringing together some of the top food Influences worldwide, not just the country is very exciting. I am really looking forward to it.

Q: Are you actively engaged on social media platforms?

A: 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.

Q: Was that how FoodieCon started?

A: 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 cook book 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.

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

A: It’s sold out! That’s a great response. Tickets 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.

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

A: 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.

Q: Do you plan to continue for another 10 years?

A: 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 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.

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

A: 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 event, Bobby Flay’s appearance, anything with big Food Network talents, these people seem to want more and more every year.

Q: 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?

A: 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 night time 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 anymore than that.

Q: Spirited libations will accompany many bites at the festival, what’s your pick?

A: I’m a gin drinker. All gins suit my taste.

 

FoodieCon® 2024’s programming includes: 

 

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

• FoodieCon® Kickoff Dinner – hosted by Robert Irvine, @jakecohen, @olivietied and W South Beach’s Jon Miller, this exclusive dinner will feature a collaborative menu, fun drinks, and plenty of photo moments. Tickets sold separately. 

• Between the Buns: The Ultimate Burger Build Featuring Schweid & Sons – hosted by Bobby Flay, @joshuaweissman, @owen.han, @albert_cancook, and @olivietied will build their own version of the most impressive burger, made with the best meat in the game. 

• Let’s Dish: Answering Your Burning Questions – @briancantstopeating, @mancancooknz, @jakecohen, @oliviatied, @the_pastaqueen, and @joshuaweissman will answer rapid-fire questions about all things cooking, content, and the wild world of social media.

• Hitting the Shelves – @mollybaz, @thedefineddish, @jakecohen, @nick.giovanni, and Neil Patrick Harris discuss their various product lines, and how to expand your presence and brand beyond social media, a conversation moderated by celebrity chef and FoodNetwork personality Marc Murphy. 

• Fast Track to Success – @thejoemustgoon, @curlyfuq, and @themoodyfoody discuss their rapid growth on social media, a conversation 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, and give attendees advice on how they can do it, too. 

• Cuisine & Culture – @themoodyfoody, @chefpriyanka, @thejoemustgoon and @owen.han discuss how they have incorporated their cultures and upbringings into their content – and how it’s been a key ingredient in their story. This panel will be moderated by celebrity chef and FoodNetwork personality Kardea Brown. 

• Sensory Overload – @mollybaz, @mancancooknz, @curlyfuq, @briancantstopeating, and @the_pastaqueen will put their senses to the test. This fun sensory game will work in ASMR, blindfolds, and more. 

• Snaps & Signings – FoodieCon creators will be available for book signings, meet & greets, photo opps, and more!

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

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