From South Beach to NYC: How Lee Schrager’s Festivals Became Global Icons

Lee Schrager, the founder of the South Beach Wine & Food Festival (SOBEWFF) and New York City Wine & Food Festival (NYCWFF), is a celebrity in elite culinary circles. Events celebrating food were in their infancy 25 years ago when he launched the South Beach edition.

Schrager is the chief communications officer and senior vice president of corporate social responsibility for Southern Glazer’s Wine & Spirits, and he says that his impetus for starting the festivals was to support the Chaplin School of Hospitality & Tourism Management at Florida International University.

© 2024 Galdones Photography/SOBEWFF®

“Giving back to communities where we do business, particularly as it relates to education and feeding people, is something Southern is big on,” he says. “I thought the best way to do that was to have a significant event on South Beach that pertained to food, wine and spirits and was fun and sexy.”

The company fronted more than $500,000 to fund the inaugural festival in 2000, but the debut was such a hit that Southern never had to support it financially again. “We had five events and were expecting 2,500 people to attend, but 6,000 showed up,” Schrager says. “We made $360,000 in year one and have been profitable since.”

Schrager credits the success to what he calls a “big break.” “My good friend the restaurateur Jeffrey Chodorow convinced his then business partner Alain Ducasse to fly in from France and host a high-end French dinner for the event,” he says. “That gave us instant credibility. Many known chefs worldwide contacted me afterwards and asked if they could come the next year.”

Photo: Courtesy of SOBEWFF

In its second edition, the festival saw more than 10,000 guests, including out-of-towners. Food Network stars Emeril Lagasse and Bobby Flay participated, along with other notables such as Texas chef Dean Fearing and Miami barbecue king Steven Raichlen.

For year three, Schrager persuaded the Food Network to be the festival’s lead sponsor, which it continues to be today. “The Food Network put us on the map, and the advertising and marketing for the festival went to another level,” Schrager says. “From there we’ve grown every year, even during the pandemic.”

Wylie Dufresne, Patrick O’Connell, Anthony Bourdain, Norman Van Aken, Frederic Delaire, Michelle Gayer and Lee Schrager at the SOBEWFF Charlie Trotter Tribute Dinner, 2012 / Photo: Courtesy of SOBEWFF

The New York iteration came in 2007 when Southern entered the local market for the first time. However, the charity was different. “Chefs care about meals for people who can’t feed themselves or their families, so in New York, we partnered with nonprofits that fight hunger,” Schrager says. Today, that charity is God’s Love We Deliver.

According to Schrager, NYCWFF endured a fair share of bumps to gain traction. “We had to deal with unions for labor, which is costly, and renting the venues was expensive,” Schrager says. “We were lucky to be profitable, but the number was significantly less than what we did in South Beach. Even today, it still is.”

Securing talent, however, was never an issue for either festival. Attendees have rubbed elbows with Massimo Bottura, Ferran Adrià, Anthony Bourdain, Martha Stewart, Rachael Ray and Nobu Matsuhisa.

With Martha Stewart at the NYCWFF Rosé Brunch, 2015 / Photo: Courtesy of NYCWFF

In October, the most recent NYCWFF hosted 40,000 guests at just shy of 100 events. This year’s South Beach festival—which runs from February 20 to 23—will see 60,000 attendees at more than 110 events, including sit-down dinners, master classes and late-night bashes.

Further, South Beach no longer reflects its only location. “We have events all over—Coconut Grove, Coral Gables, everywhere really,” Schrager says.

He’s most excited this year about a dinner honoring the three-Michelin-starred chef Dominique Crenn, prepared by culinary greats including Ducasse, the famed Peruvian chef Gastón Acurio, Nancy Silverton, Cat Cora and Daniela Soto-Innes. Also, in a first, SOBEWFF will bring to life Guy Fieri’s hit television show Tournament of Champions on the sands of South Beach.

Even though the festivals sell themselves, he notes challenges. The biggest one is finding fresh talent and keeping things innovative. “Consumers today are so aware and hold us to a higher standard,” Schrager says. “I feel pressure to deliver.”

Photo: Courtesy of SOBEWFF

In Miami, weather is another potential hurdle. “In New York, most events are inside. It’s the opposite in Miami, and rain can be a damper,” he says.

Still, he can’t downplay what the festivals have accomplished. NYCWFF has raised more than $17 million for various hunger organizations, and South Beach has generated more than $46 million for the Chaplin School, with most of the money going toward student scholarships.

“The impact of the money for students is incredible, but for me, the best part is seeing these students work all parts of the festivals,” Schrager says. “They’re paid and interact with the top winemakers and chefs in the world. It’s an opportunity that they may never have had.”