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Total attendance should reach a complete sell-out of 35,000 people, he said, up 15 percent from last year and 900 percent from the festival’s South Beach debut in 2001. Schrager, who enthusiastically schmoozes with nearly every prominent figure in the food world, is fond of calling “spring break for chefs.” “As soon as the deal closes, we will add Ebita to Martha’s company,” he said, which stands for earnings before interest, taxes and amortization.Īlthough the Food & Wine Classic in Aspen, Colo., is nearly two decades older, no other food festival in the United States has attained the sudden prominence of South Beach, which Mr. than a chef on Thursday night, when he boasted about the advantages of his deal with Ms. There are no swag rooms yet, but on a weekend when much of the talk here focused on Emeril Lagasse’s $50 million deal to sell his television shows and licensed products to Martha Stewart’s company, can diamond-encrusted whisk giveaways to celebrity chefs be far behind?Įven Mr.
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Schrager, referring to the beachside tents where Sean Combs was scheduled to promote a new vodka brand on Saturday as dozens of chefs conduct demonstrations. “Our talent used to be able to walk around the Grand Tasting Tent,” said Mr. There are rumblings that this celebrity-drenched food festival, like the once-homey and now hyperactively crowded Sundance Film Festival presided over by Robert Redford, is in danger of being taken up a notch too far.