Written by Zev Norotsky, founder, ENTER
As an experiential marketer, it is my duty to pore over the cultural calendar each and every year and look for opportunities to strategically insert our clients into those backdrops. With the rise of the “Festivalization” of everything, where promoters and organizers seek to platform any idea or sound that shows some commercial potential, the landscape has become increasingly littered with false idols (and promises of deliverables).
Scope Miami Beach 2022 feat Masego (Photo Credit Stian Roenning)
To me, “Festivalization” is the economic incentive given to try and scale every single idea into a larger and more economically viable platform or event. What this fails to account for is that maybe, just maybe, your local festival, your niche gathering or your community based initiative is just that. I have seen countless attempts of promoters with an idea thinking that in year one, sixty thousand people are going to buy tickets to their festival because they booked G-Eazy and the hot DJs of the moment. Unfortunately, that’s just not how it works. You have to start small, you have to build a following and you truly have to be willing to suffer early losses for just the chance to reap long term profits.
This brings us to 2002 and the first year of Art Basel in Miami, Florida. Organizers from galleries in Switzerland had a genuine head start via the parent organizations' history of building art fairs since the '70s. Miami represented the perfect international nexus for collectors from around the world to gather, and thus another pin was added to the cultural map. For the uninitiated, Art Basel actually refers to the specific fair that takes place at Miami Convention Center, but colloquially refers to the entire weekend of events and activities. Some might call it Miami Art Week, but when you hear a reference to Art Basel, it’s likely the larger theme of the weekend and not the specific show.
From its inception, it was very obvious to all that this was going to be different. Unlike a traditional music festival, conference or tradeshow, this combined so many important influences. With art as the primary axis upon which music, fashion, design, celebrity, brand, architecture, media and commerce all swung, a new era had emerged. Where else can you find all of these influences melded into one single weekend?
I truly believe that one of the reasons this has and will continue to remain one of the most successful cultural platforms is due to accessibility. Yes, there are multimillion dollar transactions everywhere you turn during Vernissage, the annual collectors preview, but there is also likely a talented young artist throwing up their own mural down the block without much of a care. It’s precisely this high-meets-low, this juxtaposition that allows Art Basel to thrive and ensure that it doesn’t become just another haven for the elites. As the week transitions from previews and gallery openings into more of the high profile special events and nightlife, the city turns up the volume and we see even bigger and bolder opportunities.
It should also come as no surprise that the decision to essentially remain open during the Covid pandemic, as well as a historically pro-business mayor, have created an even more robust environment for the fair. In fact, I would posit that many of the world's most talented creatives, artists, brands and founders no longer have to travel into Miami for Art Basel; they are already living and working there.
Art as an alternative asset class has become one of the big stories of the last twenty years as collector growth has truly exploded across all different types of mediums. Last year brought the newest of the bunch, a digital token called an NFT that represented ownership in a specific work via the blockchain. This has presented yet another evolution and brought even more interest as the week has become somewhat of a bridge between the contemporary art world and this new paradigm of digital assets and the hodlers that come with it.
In fact, last year many of the biggest events saw sponsorship from their new Web3 cohorts. Will the trend continue, or will it fizzle out? Many of the NFT collections and the crypto behind them have seen their valuations completely wiped out in just under a year, so there is a chance this year might not be as robust as last – although I do feel something of a survivor’s mentality where those that can still participate feel a sense of victory in just being able to show up.
Whether its old guard or new guard, there is no doubt that Miami Art Week will continue to thrive and very well might be the most culturally significant week of the year, one in which there is something for everyone and around every corner a new artist waits to be discovered.
Sure, flawlessly crafted seasonal bites and perfectly paired beverages will get you noticed in the catering world. But what differentiates the best from the rest isn't just delicious food, it's an experience. The top custom caterers are passionate teams that consider the guest experience and event itself when designing their culinary offerings. Here are five catering companies doing just that.
Led by Jordana Blitz and chef Eduardo, Little Gem delights guests with health focused menus highlighting seasonal ingredients sourced from local vendors. A favorite among the fashion set, the team has most recently catered brand events for Burberry, Saks x Altuzarra, Ralph Lauren x Feed and many more. The full-service catering company is called on for cocktail parties, corporate events, showers, private dining and beyond.
Benjamin and Natalia Vaschetti’s Maison Benjamin offers clients a range of catering services. Their culinary concierge arm can arrange private chefs and sommelier expertise for intimate gatherings, bites for small-scale events and catering for large parties alike. You can even tap their chef to do your weekly meal prep for you.
The hospitality experts at Great Performances leave no detail overlooked when catering your celebration. In addition to exquisite seasonal food, expect impeccable service and execution. Clients tap this expert team for corporate events, weddings, cocktail parties, corporate events and more. Fun fact: Great Performances is also the exclusive food service partner at institutions such as The Plaza, Jazz at Lincoln Center and Brooklyn Museum.
Culinary design agency Creative Edge has been serving clients in New York, Florida and D.C. for over 35 years. Creative Edge actually looks to the guest experience when designing each event’s culinary experience. Driven by their mission to change the perception of the word “catering,” this team believes in simple, delicious food presented beautifully and with gracious service – and always keeping the guest in mind.
Part of the Restaurant Associates group, CxRA is known for creating unique dining experiences for any occasion. The CxRA chefs, planners and service team ensure the food and service go beyond clients’ discerning expectations through seasonal ingredients and innovative dishes in artful, custom menus. From their 15,000-square-foot kitchen to their meticulous transportation team, the pros at CxRA leave nothing to chance when it comes to your event.