May 16, 2011
LOS ANGELES — The inaugural Los Angeles Times and Food & Wine's THE TASTE is set to bring together last year's most successful Southern California gastronomic events and the creators behind them. "Food & Wine presents: Taste of Beverly Hills" and "Los Angeles Times Celebration of Food & Wine" hosted thousands of discerning foodies, who will now be able to enjoy this extraordinary four-day celebration of all things epicurean.
The Times is joining with Taste of Beverly Hills' producers, Best Events, to create an unparalleled experience that will span up to nine signature events across Los Angeles, from Beverly Hills to Hollywood to Downtown. THE TASTE will feature the nation's foremost culinary talent, a carefully curated list of L.A.'s best restaurants, and notable personalities, all converging for a festival expected to attract more than 20,000 guests throughout the course of Labor Day weekend, September 2-5, 2011. The four-day schedule will ensure an exciting and inspiring lineup of star-studded events from day until late into the evening.
"L.A. is primed for a food and wine event of this caliber--one that highlights the breadth of experiences available here, and rivals those in New York, South Beach, and Aspen," said Anna Magzanyan, The Times Vice President, Advertiser Marketing and Events. "Combining The Times unmatched ability to bring all corners of Southern California together with this town's passion for flavorful discovery is going to make THE TASTE an annual, must-not-miss."
The city will come alive as THE TASTE delivers a range of explosive culinary events, including restaurant tastings, cooking demonstrations, Grand Tastings, wine seminars and mixology performances, all highlighting the world's most renowned celebrity chefs and personalities. Celebrity guests and top music artists will also be on hand along with appearances by Giada De Laurentiis, Scott Conant, Art Smith, Ludo Lefebvre, Michael Voltaggio, Claire Robinson, Debi Mazar and Gabriele Corcos.
"Burgers & Beer" and "Secrets from the Kitchen & Cellar" will be held in Beverly Hills and kick off the weekend's signature events. And two still top-secret bashes will close down one of the most iconic and famed streets in the world, Rodeo Drive. The festivities will continue in legendary Hollywood with signature activations that will include "The Art of Mixing" and "Taco Tequila Tryst": guests rendezvous with the finest master mixologists, winemakers, sommeliers and distillers, paired with show-stopping cocktail performances and top DJs. Centered in Downtown on Sunday night, historic Broadway will be transformed for an unforgettable evening of food and film with "Food Noir." And culminating on Labor Day itself, one of the most celebrated stars in the culinary world, Giada De Laurentiis, will host the biggest and most anticipated picnic and BBQ of the year in Beverly Hills, "Picnic in the Hills." A host of fun and creative, kid-focused events will also take place throughout the afternoon.
On hand to ensure the finest variety of wine and spirits will be offered is exclusive provider Southern Wine & Spirits of California. Vice President of Corporate Communications and National Events for Southern Wine & Spirits of America, Lee Brian Schrager, will serve as a special advisor to THE TASTE, bringing his expertise as the founder and director of the enormously successful Food Network South Beach and New York City Wine & Food Festivals to the endeavor. In addition, Food & Wine — with its long history of celebrating the work of both established and emerging chefs — will serve as title sponsor.
"Los Angeles has a thriving culinary culture and it's exciting to see that celebrated on a scale that has never been done before in the city," says Schrager. "Southern Wine & Spirits is proud to be a part of the Festival's growth and to help raise funds for great beneficiaries."
In addition to title sponsor Food & Wine, sponsors include Southern Wine & Spirits of California, Infiniti, Belvedere, and Peroni. Tickets will go on sale to the general public just after Memorial Day weekend on June 1, 2011.
A portion of the ticket sales will benefit Collins College of Hospitality Management at Cal Poly Pomona, Share Our Strength, Los Angeles Times Family Fund's Summer Camp Campaign, Beverly Hills Education Fund, and Los Angeles Conservancy.
For more information, including programming and event updates and tickets, please visit www.latimes.com/THETASTE and follow us at Facebook.com/LATimesEvents and Twitter: @LATimesEvents.
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