Are over-the-top food events about to take over the stadium spaces once reserved for big-ticket concerts? The upcoming All-Star Chef Classic in Los Angeles (March 9-12), now in its third year, has grown into an extravaganza that more closely resembles a massive music festival. The four-day lineup includes both local and international talent performing for huge crowds at L.A. Live, an entertainment complex that typically hosts giant pop stars. Billboard ads for the event are plastered throughout the city.
Instead of standing up and cheering for songs, attendees will clink wine glasses and nibble on inventive dishes from celebrity chefs like Ludo Lefebvre (his wife Krissy is the event co-founder), José Andrés, Jean-Georges Vongerichten, Alain Ducasse, Anita Lo and Sang Yoon. Give it a few years before names like these start becoming as ubiquitous on T-shirts as Bob Marley and Yeezus.
The All-Star Chef Classic will be closely followed by Cocktail Magic, a brand new mixology tour that will roam the country, combining drink-related events (from bartenders at hotspots like NYC's Dead Rabbit and Roberta's) with performances from magicians and closing DJ sets from hipster indie artists Baio, St. Lucia, Neon Indian and Vacationer. The event was created by Superfly, the co-producers of the annual music festivals Bonnaroo in Tennessee and Outside Lands in California. Tickets are on sale now for Cocktail Magic’s first stops in Washington, DC (March 12), Boston (March 26) and Chicago (April 1).
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