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YumSugar: How will this year's SOBE be different?
Lee Schrager: It's our 10th year and we have some events that we've created just for the anniversary. The official anniversary party is tomorrow night — yes, you should wear sequins! — and it's hosted by Martha Stewart and Emeril. It's called Let Them Eat Cake and we have 15 cakes that have been created by amazing cake artists in New York City. A special cooler FedEx truck went around this morning to pick up each of the cakes and is driving them down for the party tomorrow.
YS: Why do you think the festival has become so popular?
LS: Well, clearly the rise of the culinary scene in general. The Food Network's popularity, the rise of the celebrity chef and the culinary personality. The consumer is more educated about food than they were 10 years ago. They're more sophisticated, they're looking for that sophisticated experience. Also, I always say some people are into golf, others are into tennis, but who doesn't like good food and good wine?
This year for the very first time ever, I will be attending the Food Network's annual festival in South Beach, Florida. I've been wanting to go to SOBE since YumSugar launched back in 2006, so I am totally excited! To prepare myself, I thought I would take a closer look at the event. Here you will find out more details, which seminars, tastings, and parties I will be at.