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Lee Brian Schrager has a knack for turning curiosity into breakthrough ideas.
As the company’s director of communications and senior vp of corporate social responsibility Southern Glazer’s Wine and Spirits, Lee Schrager he is also the founding father of the company South Beach AND New York wine and food festivals (powered by Food Network). His latest idea, FoodieConis transforming the food festival experience by integrating social media influencers and staying ahead of industry trends.
“I remember standing at our festival in New York two years ago, talking to a few people, and saying to myself, ‘Wow, what’s that long line of people in the Capital One tent?'” he told the Restaurant Influencers host Shawn Walchef With California BBQ Media. It turned out that they featured several influencers who were well-known in the culinary space. “I told myself immediately that we really want to do something about influencers. And I said we must always call it FoodieCon, if the name is available. It was on Saturday. By Monday I had the name.”
Despite initial uncertainty, tickets for FoodieCon, part of its wine and food festivals, have sold out, confirming the enormous appeal of the idea. In a rapidly changing social media environment, Schreger emphasizes the importance of listening and adapting, which has allowed his events to remain relevant and innovative, leveraging platforms such as Instagram and ICT Tok connect with the audience.
Extension of the Wine and Food Festival
Lee Shrager’s flexibility and strategic mindset were further emphasized when the Los Angeles festival plans moved to New York. Initially preparing to launch the festival in Los Angeles, Schrager, under the guidance of his boss, began to prioritize the New York market, which Southern Glazer’s was entering. This shift paid off as the New York festival thrived in one of its most difficult markets ever.
“We were seconds away from the LA premiere, so I was happy to direct my energy to New York, one of the hardest cities to get anything done,” he notes. “In October, the New York festival celebrated its 16th anniversary.”
The recent rebellion FoodieCon is a testament to Schrager’s intuitive considering and proactive approach.
While overseeing the New York Wine and Food Festival, Schreger noticed that the retailer sponsor attracted more traffic by deploying distinguished social media personalities equivalent to GrossyPelosi AND Brunch with Babs. Schrager quickly realized the potential of an event focused on influencer engagement.
Lee Brian Schrager’s journey with the Wine and Food Festivals and FoodieCon exemplifies his ability to turn insights into impactful initiatives. “To communicate well, you need to listen to people,” he says. “I think you have to be open to criticism. I think you have to be open to suggestions on how to do it differently. You have to be open to change. I think change is really important to stay on top of trends.”
By integrating a culture of influencers, implementing strategic pivots and having a deep understanding of effective communication, Schrager continues to set latest standards of excellence and forward considering.
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