How social media killed the food festival stars. And created others

MIAMI (AP) — For nearly 10 years running, Lesley VanNess never missed the South Beach Wine & Food Festival, an extravagant celebration of culinary talent that attracted tens of thousands eager to interact with celebrity chefs. This annual event transformed into a must-attend experience for food lovers, filled with opportunities to meet stars like Rachael Ray and Bobby Flay.

Initially, the festival served as a key platform for chefs aspiring to gain recognition. However, the rise of social media altered that landscape dramatically. Fans quickly learned they could engage directly with their favorite chefs through platforms like Instagram and Twitter, eliminating the need to attend large festivals. "I’d rather see them on social media or go to their restaurant," VanNess stated, noting she hasn’t returned to South Beach since at least 2020.

As the South Beach Wine & Food Festival recently celebrated its 25th anniversary, it stands alongside the New York City Wine & Food Festival as one of the long-standing giants in the festival scene. While these major events continue to thrive, many smaller festivals have struggled to survive amid the impact of the pandemic, rising costs, and changing consumer preferences.

A Shift Toward Local Connections

With the need for chefs to reach a wider audience diminished, a growing preference for smaller, more intimate food events has emerged. Mike Thelin, a founder of the now-defunct Feast Portland festival, emphasizes the importance of local culinary traditions and relationships over large-scale gatherings. “People want to know what makes that region special; they don’t want to be in a giant tent devoid of geography,” he shared.

This shift has led to a rise in niche festivals that highlight specific cultures or cuisines, like the AAPI Food & Wine festival, which celebrates Asian American and Pacific Islander culinary influences. “Creating a different narrative and community where you can connect with people is crucial,” explained Lois Cho, a co-founder of the AAPI event.

The Southbound Food Festival, which focuses on Birmingham, Alabama’s vibrant food scene, demonstrates how festivals can innovate. Launched in 2022, this event not only showcases culinary talent but also includes regional arts and music, providing a fuller cultural experience.

The Endurance of Iconic Festivals

Despite the challenges faced by smaller festivals, the South Beach Wine & Food Festival and its New York counterpart remain strong. Tickets for over 110 events are popular and regularly sell out. Organizer Lee Schrager noted that while smaller festivals may struggle, the established giants can afford to take risks, hosting events that may be financially challenging but bolster community engagement.

“I love talking to people, being with people, having people climb all over you,” Ray reflected on her continued participation in these festivals. For many chefs, the in-person dynamic is irreplaceable, providing a personal touch that differs from digital interactions.

As the culinary festival landscape evolves, the South Beach Wine & Food Festival remains a unique and thriving event, blending big-name chefs with local flavors and experiences, ensuring its relevance in a world shaped by social media.