Last month, Meredith's Food & Wine launched a pop-up studio, a content hub for editorial staff in Aspen, during the Food & Wine Classic which ran June 15-17.
“We rented a house with a gorgeous kitchen that serves as the central hub for Food & Wine's editorial team throughout the weekend. We brought the Food & Wine test kitchen from Manhattan to Aspen, our home away from home, for the week,” explained Hunter Lewis, Food & Wine's editor-in-chief. The house was sponsored by S. Pellegrino.
The brand has always brought editors to the Food & Wine Classic in Aspen to create content surrounding the event, he explained, “but we were excited about S. Pellegrino's support that allowed us to expand and elevate our editorial operations on site.”
More than a dozen editorial staffers were flown in for the weekend of cooking demonstrations, wine tastings and panel discussions, including the digital, video and social teams. There, the team created videos, stories, and posts throughout the weekend that filled Food & Wine's social channels and Foodandwine.com with daily stories, Hunter said.“The team filmed two Facebook lives and 10 cooking demos in the working kitchen studio, as well as chef interview videos and sponsored digital content for seven advertising partners.”
This year, the content studio was the central hub for Food&Wine editors to conduct interviews, film for digital and social and create content to bring this weekend to more fans at home. They created at least five times more content from the F&W Classic than ever before, Lewis explained.“Why not capture more of the programming and harness it for content?” he said. “This editorial content studio enabled us to bring this exclusive weekend to more fans at home and deliver sponsored content and coverage to our partners on-site on all platforms.”
The editorial staff had access to the house throughout the whole weekend. Hunter said the brand will continue to do this in the future and look at ways to execute it elsewhere.
“Personally, I’d love to do a content studio pop up in California, Oregon, or Washington wine country next year,” Hunter said. “The ease of having a central hub where our editors can gather to create content for audiences and advertisers makes us want to use this as a model for how we share stories at our other signature events.”
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