12:37 AM
Business + Technology | Austin’s Very Own Food and Wine Festival
By Kelsey Nussbaum
This weekend marked the first annual Austin Food & Wine Festival, which I was fortunate enough to attend. The event boasted numerous celebrity chefs and food personalities including Marcus Samuelsson, Andrew Zimmern, Gail Simmons and Masaharu Morimoto (yes, everyone’s favorite Iron Chef). For VIPs the event began on Friday night, but for most the Festival began on Saturday and consisted of five rounds of food and wine/alcohol demonstrations and three Grand Tasting events between Saturday and Sunday.
As was expected, the chef demonstrations were nothing short of impressive, but the trouble came to getting into the demos in the first place. The tents for the demos were well organized and graciously spaced apart so as not to interfere with each other, but sine there as many as seven demos going on at a given time, the seating was very limited for each. There was certainly something a bit disappointing about having to queue 40 minutes ahead of a 45 minute demonstration, just to be seated in the back row because of VIP priority, but I think they will have learned from this logistical error and hopefully employe staggered start times for demonstrations next year.
In addition to the demonstrations, the festival also had three exposition tents full of food, wine and liquor vendors all showing off their best product (as well as swag). During the Grand Tastings (presented by H-E-B), attendees were able to eat and drink to their heart’s content, sampling food and drink from over 100 vendors. There was no shortage of delicious and creative foods to try and you can bet there was a drink no more then a arm’s length away. As you can imagine people enjoyed themselves, especially their beverages. At the time, I was enjoying myself along with the rest, but at the end of Saturday it got me to thinking about how beneficial an event like this is for the vendors.
Naturally, a food and wine festival would seem like a great opportunity to share your product; however, when people are swarming, many buzzed, frustrated by the heat and only eating in bite-sized portions how well are their memories working? As I reflected on my experience, I could remember a lot of excellent bites I had, such as the ceviche filled mini taco, but not the vendor from which it came. Or other instances where I got the logo embossed tchotchke, but am not certain of what I consumed from that vendor or how much I liked it. Larger companies, the ones who have marketing staff dedicated to sending teams to festivals, would not be as concerned about the payoff of participating in the festival. But it takes a lot of preparation and money to provide food or drink to thousands of anxious attendees, a cost that would be much more consequential for smaller, local businesses. And then do they get the returns?
Maybe some VIP with deep pockets fell in love with a local vendor and will be contacting them about investing in an expansion. Personally, I am interested to see what the Second Annual Austin Food & Wine Festival has to offer and also what vendors come back and who decides to use their money for other promotional methods. Overall the Austin Food & Wine Festival had its fair share of logistical kinks, as to be expected for a first go around, but I have no doubt that next year’s festival will maintain the high levels of enthusiasm and talent to become a truly spectacular event.



































