Scottsdale Culinary Festival Reaches New Heights in 2012
January 2012
Restaurateur of Arizona
Every April, the temperatures rise to a comfortable level, delicate ice blocks are carved into stunning displays, and our local celebrity chefs unite with national chefs that pour in from the airport and an aroma of culinary fervor sweeps over Old Town Scottsdale. Many of us have attended the Scottsdale Culinary Festival, most notably the Great Arizona Picnic, which draws a crowd of over 40,000 people every year. However, an event of this magnitude takes an entire year to coordinate, calculate and execute. The festival prevails by electing a new president every year to head up the Scottsdale League for the Arts, the non-profit organization responsible for the annual Scottsdale Culinary Festival. Every president brings their own approach to the table and this year is no different.
By day, James Moser works as Vice President of a project management company called Metamorfix. By night however, James innovates in a progressive culinary scene, with the ultimate goal of helping the community. For 12 years, James has been a member of the Scottsdale League for the Arts. In 2011, James was elected as President of the League by his peers, and with that honor comes high expectations. The Scottsdale Culinary Festival has remained the most renowned culinary festival in Arizona and the longest running festival of its kind nationwide. James has decided to break the mold, while still maintaining a grounded sense of tradition.
Over the past 12 years, James has learned invaluable lessons about the success and failure of festival events. “There’s a strong urge to push the envelope every year, but you have to make sure that it follows suit with the brand and that ultimately, we’re going to make substantial profit that we can donate to a charity. In the last few years, the culinary arena has really ignited, putting exciting chef talent in the spotlight and exposing millions of new people to the culinary world. We’ve learned that the guest experience is everything and we’re constantly trying to surprise them with new ideas.”
The festival team is implementing several new events with mass appeal for the 2012 festival. This includes an event called the Burger Battle. Twenty of the best chefs and restaurants in the Valley will compete for the coveted title of “best burger.” Those who attend the friendly, burger bash will have the chance to taste and vote for the burger with the best flavor. Also new is the Epicurean Expo, which will showcase groundbreaking innovations in the culinary world.
While serving as President, James hopes to elevate the national notoriety of the time honored festival and draw national attention to Arizona’s culinary scene. This year, guests will enjoy high-profile culinary celebrities Adam Richman of Man vs. Food and Andrew Zimmern of Bizarre Foods, who will give live performances inside the Scottsdale Center of the Arts during the Great Arizona Picnic.
“We want to create a brand and an event that will last forever,” states James. “Externally, we give guests a memorable experience and then fulfill important needs in our community. Internally, we incorporate business processes and accountability to drive success.” The Scottsdale Culinary Festival has donated more than $3.5 million to arts and arts education programs in Arizona since 2002. If you would like to take action and be a part of the festival contact the Scottsdale League for the Arts office at 480.945.7193 or send an email to Joe Zanovitch at Joe@ScottsdaleCulinaryFestival.org
