Going (Really) Big
Monterey’s Coastal Luxury Management to debut L.A. Food & Wine.
Thursday, April 21, 2011
Call Pebble Beach Food & Wine what you want. Opulent. Incredible. Over the top. But, with its suburb-sized Lexus Grand Tasting tent, 11,000 bottles of wine and salivating throng of 6,000 foodies, you have to call it big.
But with news that broke just hours ago maybe… not so much.
At noon Wednesday Monterey’s Coastal Luxury Management – the group that puts together PBF&W and runs Cannery Row Brewing Company and Harvest Carmel, among other projects – along with dick clark productions (lowercase intentional) and Anschutz Entertainment Group (better known as AEG), announced the upcoming debut of Los Angeles Food & Wine, set to go down Oct. 15-16. (For more on April 28-May 1’s PBF&W, see story, p. 39.)
They are trumpeting a scope of events that’ll swoop from Santa Monica to Hollywood, drawing 30,000 upscale foodies and pimping the powers of 300 wineries and 100 stainless-steel celeb chefs including Thomas Keller, Daniel Boulud, Wolfgang Puck, Nancy Silverton, Masaharu Morimoto, Tyler Florence, Michael Mina, Sang Yoon, Rory Hermann, Sherry Yard and Ludo Lefebvre.
CLM chiefs Rob Weakley and David Bernahl, who have been quietly working on the deal for two years, borrowed from an old model to make such a blockbuster possible. Just as they filled the vacuum created by Masters of Food & Wine’s departure with PBF&W, with LAF&W they catalyze the leftover potential energy from nearly 30 years of the American Wine & Food Festival.
The new megaevent will mean great cross-marketing for PBF&W – and a buffet of industry buzz.
“This,” Bernahl says, “is big.”