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January 14, 2026 12 mins

Lee Schrager breaks down how boredom, a borrowed pen, and a big idea turned the South Beach Wine & Food Festival into a cultural juggernaut—plus how spotting stars early, mixing food with music, and feeding people can change thousands of lives.

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Episode Transcript

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Speaker 1 (00:01):
Get your hairs together, and we're going to stop and
party start.

Speaker 2 (00:05):
I'm reading a party, the elvister Ran After Party.

Speaker 3 (00:15):
It's the After Party podcast. So so I love it.
I love it when Lee Schreger decides to.

Speaker 4 (00:24):
Stop by inted.

Speaker 3 (00:26):
Oh, I didn't get the memo.

Speaker 4 (00:28):
I don't know about that. I don't know about it.

Speaker 3 (00:30):
Did you invite did you invite mister sreg No, he.

Speaker 4 (00:33):
Did not invite me. Hey Nate, this is last Tuesday.
I'm going to be in town next Wednesday and Thursday.
Do you want me on? Hey Nate, Contractually, I'm supposed
to be on every Wednesday. Contraction, I have a contract, now,
do you Yes? Good for you?

Speaker 3 (00:46):
Yes. I don't know where. I don't know what he's on,
but want some of that.

Speaker 4 (00:50):
Over the weekend. I said, I think you're ignoring me.
Yesterday I said, oh, you are ignoring me. He goes, oh,
I owe you a call. I'm like, really, I mean, honestly,
if that's it. Since he's quite insistent, I will say, well, listen,
I'd still be back in Massa, Peako if I wasn't
pushing for it.

Speaker 2 (01:05):
That's right, My god, damn, thank god you got out
of massive Peko, Massapeak was a great place, A great place,
all right. So Lee Schrager's here. Let's talk about things lead.
Let's talk about Oh South Beach Wine and Food Festival.

Speaker 4 (01:16):
That is definitely me that's coming up.

Speaker 3 (01:18):
Or give us the dates, give give us.

Speaker 4 (01:20):
A weekend of February nineteenth through twenty second.

Speaker 3 (01:22):
We're all going to be there.

Speaker 4 (01:23):
You are all going to be there. It's our twenty
fifth anniversary, I mean imagine, and we have musical guest
stars like Dip Blow and Joe Rule. And I was
gonna say, bad Bunny, I don't think he's coming.

Speaker 3 (01:34):
No, why not, let's stay by Buddy's.

Speaker 4 (01:35):
Coming, Bad Bunny's coming that Joe, I don't know a
bunch of people.

Speaker 3 (01:41):
It sounds like a reallyef festive event this year.

Speaker 4 (01:43):
Why not our twenty fifth anniversaries.

Speaker 3 (01:45):
I know he started this twenty five years ago, years old.

Speaker 4 (01:49):
Back then when I started, you made You've been doing
this for a long time.

Speaker 3 (01:53):
Why did you start doing it in the first place.

Speaker 4 (01:56):
Well, that's a good job. When I started my job
twenty five years ago, at like I have a real job.
I keep reminding people that I have a real job.
I'm the chief communications officer at Southern Glaze's Wine and Spirits,
where I've been for twenty six years, and I had
nothing to do. They hired me. They paid me, you know,
really fairly, and I'm like, I better do something. I said,

(02:17):
you know, I didn't have a job. I did like
my boss hired me. I showed up the first day.
There was no office and no one knew I was coming.
I cried for like the first six months of my
job because I came from a really high powered job
where you know, beautiful office and assistance, and all of
a sudden I had nothing to do. I was bored
to death. And remember there was no Instagram, there was

(02:38):
no social media, and I sat in an officing I'm
going to be out of a job. I'm doing nothing.
I had, like, no, I had no responsibility.

Speaker 2 (02:45):
So how did you merge you and your career into
the festival?

Speaker 4 (02:51):
It kind of happened at one time because you know,
I don't know.

Speaker 2 (02:54):
If they know the festival was a different festival, but
it existed before Lead.

Speaker 4 (02:58):
The festival existed as a one day event called the
Florida Extravaganza on the grounds of the university. The Florida
International University so it did exist, and it was a
one day event, very nice, one event, one day and
about twenty six years ago, right after I started my job,
I started January first. In June, friends of mine took

(03:20):
me to the Aspen Food and Wine Class, which is
considered the Granddaddy of all events. It's a great event.
And I remember on the plane coming home and again
remember no iPhone, no, you know, writing on the vomit
bag notes. I had to borrow a pen from the
steward who I never gave it back. He said, don't
forget to give it back, and I didn't give it back.
I still have that pen. And I made notes about

(03:43):
doing something in South Beach and how great it would be,
you know, how great it was in the mountains of
Aspen and beautiful, but South Beach was at its prime.
I mean South Beach was hot, hot, hot, twenty six
years ago. And I kind of made notes. And the
next morning I called a friend of mine with the
City of Miami Beach and I asked him if I
can come see and the mayor he was worked in
special events for the city, and that's how it started.

Speaker 3 (04:04):
Wow, yeah, no, I hear that. Of course, raising money
for the university.

Speaker 4 (04:09):
Right, over fifty million dollars.

Speaker 3 (04:10):
Well, tell everyone what the university is.

Speaker 4 (04:11):
Well, it's the Chaplain School of Hospitality and Tourism Management
at Florida International University. We've raised over fifty million dollars
that goes strictly to student scholarships. So I always say,
you know that the best part about this is, you
know I travel, I you'd out a lot. Very seldom
is there a week when I don't go to a
restaurant or someplace and someone comes up to me and says,

(04:32):
I won the least Sega scholarship. You know many years ago,
or I worked in the festival, Or I now work
for Bobby Flay in marketing, but I met I worked
for him at the festival. Yes, a student volunteer. I
hear that all the time.

Speaker 2 (04:47):
I just think, twenty five years, how many lives have
been changed because of this festival, the pat I'm.

Speaker 4 (04:51):
Giving up the Leebrian Tcherga Scholarship award in year five
and we give out ten a year. So we've given
out five hundred scholarships a full year of education at
the school.

Speaker 2 (05:01):
So when you go to these wine and food festivals,
it's more than meeting the stars from the TV Food Network.
It's more than eating this great food and drinking this
great wine and beer and cocktails. It's about your your
helping for It's the future, the next generation for people
in hospitality in the industry.

Speaker 4 (05:16):
I went to a hospitality school and there was no
event planning or no I failed. There was nothing like
event planning then. I mean I wish today now every
school has it. Every school has a hospital you know,
it has an event management program. And I teach at
the university. I come in four times a year, you

(05:37):
taught one of my friends. Yeah, really, I have an
agreement for four times a year. Unlike my agreement here
that never seems to fun.

Speaker 1 (05:45):
You meet a lot of like you know, obviously up
and coming chefs, and you know all those chefs that
are popular.

Speaker 4 (05:50):
Do you think you have an eye that you know
who's going to be the next big thing? Well, who's
not going to make it? Yes? I knew that guy
Fiery was going to win Food Network Star. I knew
he was going to win it. I was there. They
were taping it in Miami that year, right around South Beach,
and they were taping it, and I didn't remember his name,

(06:11):
but I kept referring.

Speaker 3 (06:12):
Well, what was it about him that made you think
he was the one? His energy?

Speaker 4 (06:15):
Yeah, there was something about guy. He was hungry. He
was as hungry. And I remember, I remember a few
years ago, I mean a long time ago, a friend
of mine at William Morris, John Rosen, who was the
big agent for all the culinary stories, he really started
that category for all the agencies, and he showed me
a video. He goes, you know, this year, next year,

(06:37):
I want you're going to bring this girl down. She's great.
And I looked at it like in a CD player.
That's how long ago. It was like twenty four years
and it was Giada de Larentis. Oh wow, John Rosen said,
next year, we're going to bring her down. I said,
I don't want her next year. I want her this
year because she's going to be a superstar by next year,
and I want to be able to say that we

(06:58):
had her, you know.

Speaker 2 (06:59):
But yeah, that's so when we see these up and
coming superstars of all things culinary, we know that they
are going to be the stars next year, and we
see them at the Wine and Food Festival, it's all
about you, Lee.

Speaker 4 (07:11):
Well, it's not all about me.

Speaker 3 (07:12):
It is about about me, you know.

Speaker 4 (07:16):
I remember the first time, going back again a long
time ago, when I first saw paul Adine on TV,
and I remember where I was and I was with
Ricard and she was making the blueberry pie. And I
remember texting somebody. Maybe we didn't have text, maybe we
did have text. How old is text?

Speaker 3 (07:35):
They've been around?

Speaker 4 (07:37):
And I remember I said, there's a lady I didn't
know her name making a blueberry pie with a southern accent.
I said, we got to get her. And I worked
in her the next day. So we had paul Adine
before she was a household name. But there was something
about her very relatable, very charming. Uh not in my
mind racist, but that's a different subject. But you know,

(07:58):
I love Pauladine. I mean, so there are people that
I see that I really feel have it and people
who I don't think are going to go anywhere, and
I'm wrong, you know, both times.

Speaker 3 (08:07):
The stories behind the wine and Food festival. You could
write a book about all this.

Speaker 4 (08:10):
I could write a book. I can't, but I uh,
you know, I'm not certainly not going to do it
while I'm still working, but I may do something like
eighty six, a book called eighty six. When I retire.

Speaker 3 (08:18):
Yeah, done, it's out, it's over. I know you've been
raising your hand. Scary what's going on?

Speaker 1 (08:23):
That's what this has been as it's been a rock
solid event for all these years. Started in South Beach
of course, and then now New York and and the
Bahamas with and you've incorporated music and all this stuff
into it.

Speaker 3 (08:36):
Where does it go from here? Do you see it
getting even bigger than it is?

Speaker 4 (08:40):
Do you know? Unlike sports, unlike the ballet, unlike fashion.
You know, you go to a hockey game, you go
to a football game, your son's play hockey, right, soccer track, Yeah,
that's the same thing. Not everyone's into that, but everybody eats. Yeah.
I will tell you the one thing that we all
have in common. Every important decision in your life takes

(09:01):
place around the meal. Anything that you're debating buying a
new house, going on a vacation, talking about putting your
mom and dad into an independent living center, takes place
over a meal. And I've learned that every important decision
I've made in my life started over a meal or
ended over a meal. It's really true. It's that one
common denominator that we all have in common. Food brings

(09:25):
everyone together, it's a it's a common denominator we all share.

Speaker 3 (09:29):
Well.

Speaker 2 (09:29):
Scurious question was do you do you see it moving
into a larger space? But I hope it doesn't.

Speaker 3 (09:35):
I think it's it's it's big, no perfect way it is.

Speaker 4 (09:39):
You know, when I started South Beach twenty five years ago,
we were other than the Aspen Wine and Food Festival.
We were it. There was a chili festival in Santa Fe,
but other than that.

Speaker 3 (09:49):
And now it's like Chilian wine festival.

Speaker 4 (09:51):
What's that Chile chi chili? Yeah, great reputation. I've never
been to it, but it's great. But now there's all
these different festivals and most of them I have been
offered or spoken to. Like they call me and say
how do you do it? Or do you want to
get involved? And I you know, I love when people
come up to me in September and say, oh, you're
starting working on the festival. Yet I'm like starting, we're

(10:14):
on sale. You know. It takes a full year, it's
a full cycle of a year. So I'm not focused
on the February coming up in February festival coming up
in February. I'm already focused now on next year.

Speaker 3 (10:27):
Who we're going to honor, what we want to do.

Speaker 4 (10:28):
You know, when I speak to friends and they say,
what's your favorite event come up or what are you
most excited about, I'm like, I don't even remember what's happening.
I actually have the festival guidebook at home because what
I'll do is go through it and yellow out a
highlight what I want to go into my assistant. We'll
put it on the calendar. If you gave me a
million dollars to name every event taking place, I think

(10:49):
theyre one hundred and twenty. I couldn't do it. I
don't think I could do it.

Speaker 3 (10:53):
I know you'll do anything for a penny, that's true.
What's up, Gandhi?

Speaker 2 (10:56):
Well, speaking of all the events going on in a
very promo sexual waything new is happening this year?

Speaker 4 (11:01):
You know, I had to.

Speaker 3 (11:02):
Chew on this podcast series.

Speaker 4 (11:04):
Sponsored by Heart. We are creating a podcast series which
I don't know if that's the correct It's called chew
on This and in the on in the chew on
this program On Saturday, the twenty first of February at
the North Beach Band Shelter in Miami Beach. Tickets available.
We have five different podcasts host so like Bert Chreischer

(11:26):
is doing one cool, the people from Watch What Craps
Watch What Crappens, And we're gonna have some of the
housewives on. Uh, you and Andrew are doing the podcast.

Speaker 3 (11:36):
Hell yeah, we are that podcast to what's that? I'm
there on the podcast?

Speaker 4 (11:41):
Are you?

Speaker 3 (11:41):
Yes?

Speaker 4 (11:42):
You never confirmed anything.

Speaker 3 (11:43):
That's why I am going.

Speaker 4 (11:44):
I promoted in my ready to put his face.

Speaker 2 (11:45):
Oh wow, okay, all right, we're all doing a podcast again.

Speaker 4 (11:49):
Who else is a girl named Cheekiss Cheeky's or cheek
is also an iHeart celebrity Mexican.

Speaker 3 (11:55):
I do you really know our name?

Speaker 4 (11:56):
Yeah, Cheeky's. I'm sure she's fabulous. And then we have
not the one. Yeah, I mean so it's really you know,
the podcast series is really exciting because it's different and new.

Speaker 3 (12:06):
We got to wrap up.

Speaker 2 (12:07):
So if people want to join all of us at
the South Beach Wine and Food Festival, they go to.

Speaker 4 (12:12):
They go to. You can follow them on Instagram at
Leashweger or www so obewff dot org. And I hope
all my friends are going to be here at the
Festival the week ond of February nineteen through twenty second
and South Beach. We'll be there to keep the anniversary.

Speaker 2 (12:28):
Absolutely, we'll be there leg yeah

Speaker 3 (12:33):
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