In the ever-evolving world of live events, few companies have experienced the explosive growth and made as significant an impact as a21. Founded by Brett Friedman, the event production company is celebrated for its innovative approach, expertly transforming bold ideas into captivating experiences that profoundly connect with festival audiences yearning for food and wine events.
Since its inception, A21 has become synonymous with esteemed events like the South Beach Wine & Food Festival, New York City Wine & Food Festival and recently revived Pebble Beach Food & Wine, establishing a benchmark for experiential programming. Over the years, the company has significantly expanded its influence by launching a diverse array of festivals that celebrate culture, cuisine, and community engagement. Additionally, a21 has strategically acquired key assets, including the Atlanta Food & Wine Festival and the International Wine & Spirits Competition, enhancing its portfolio and broadening its reach.
With a strategic global expansion plan currently underway, a21 is positioned to amplify its impact even further. The team has experienced remarkable growth, increasing from just eight dedicated employees in 2020 to nearly 100 talented individuals today, including the hiring of their first COO, former James Beard Foundation Executive, Kris Moon. This impressive growth underscores A21’s ambition to lead the way in delivering exceptional live experiences.
In this exclusive Q&A, I have the privilege of speaking with Brett Friedman, the visionary CEO of a21, about his remarkable journey. We’ll explore the evolution of his professional philosophy, uncover the reasons behind his transition from sport marketing to culinary festivals, and examine how this third-generation Miamian adeptly navigated the challenges posed by COVID-19. Additionally, we’ll discuss the future prospects for both a21 and the broader live events industry.
Let’s take a trip down memory lane: what is your earliest food-related experience that you can recall?
My mom would be sitting here, laughing and a bit embarrassed, recalling my first culinary experiences. They often revolved around an everything bagel topped with melted American cheese, a pizza with sauce on the side, or a well-done steak. I laugh at how simplistic my palate was back then. Throughout high school, I don’t think I had my first salad until I went to college. So, I can’t really call myself a foodie; my appreciation for diverse flavors has developed over time and through experience. I was the quintessential steak-and-potatoes kid. Fast forward to today, and I’m proud to say I’m a vegetarian.
[Laughs] We all start somewhere. Where did you grow up?
Yeah, I grew up in Miami. I’m a third generation Miamian. Incredibly proud of that heritage. My son is fourth. I take that very seriously and personally. My grandparents moved here in the 1930s to attend the University of Miami and never left. We all went to the University of Miami and University of Florida.
What were you like as a kid? Play any sports?
The gregarious guy you’re chatting with has always been larger than life. From the moment I entered this world, my personality has been vibrant and outgoing. Baseball was my first love, and I played the sport until my junior year of high school. While I may not have been particularly talented, my passion for the game was undeniable. I was a die-hard Chicago Cubs fan long before the Marlins emerged as a team, and my love for the sport was something I shared with my dad. He was a positive and ever-present influence in my life, especially when it came to sports.
Growing up in Miami meant being a fan of the Miami Hurricanes and Miami Dolphins, as the Miami Heat didn’t arrive until 1988 and the Florida Panthers and Marlins weren’t established until 1993. With a family that passionately supported these teams, it was only natural that I followed suit. My grandfather held season tickets for the Hurricanes for 60 years, so I attended every game, often sporting a painted face at the FSU vs. Miami matchups.
You loved sports and were clearly outgoing – did that passion lead you to work with Alonzo Mourning?
Like many career paths, I stumbled into it [laughs]. In the mid-1990s, I joined Knight Ridder, which was the second-largest publishing company in the world at the time, owning the Miami Herald. I started in their corporate negotiations department and spent nearly two years there. My love for negotiations and deals eventually paved the way for my role at the Alonzo Mourning Foundation.
What was it like working for the famous Miami Heat Center? What was Alonzo like?
I joined in 2005, and Alonzo is one of the most remarkable individuals I’ve ever met. He emerged from humble beginnings as a foster child and embodies the philosophy of hard work and giving back. I’ve always admired that about him. We organized events in his hometown of Norfolk, Virginia, where we would see 200 family members in attendance. Like many NBA players, he earned a significant income, yet it’s easy to forget that they have families to support. Alonzo strives to do what’s right, and he certainly did right by me. Initially, I served as the VP of Fundraising, but during my time there, I progressed to lead the organization. He instilled invaluable principles in me that I carry forward to this day. It was also when I first caught the “event bug.”
Was this “event bug” scratched with the formation of a21?
Absolutely! When I joined the Alonzo Mourning Foundation, I told my boss, Alan, “I’m not sure how long I’ll be here; it’s just a stepping stone until I launch my new company.” [Laughs] I was young and uncertain about my path. Surprisingly, I ended up staying for four years! As a sports fan and a local kid from Miami, I thoroughly enjoyed organizing these incredible events for Zo. However, my entrepreneurial spirit was calling me. When my time with the Alonzo Mourning Foundation came to an end, I left with the intention of pursuing what I love, but this time alongside various sports athletes. The challenge? I had no clients and was in panic mode, feeling completely unprepared.
It’s evident that things have turned out well for you and a21. Can you share the moment when opportunity met preparation?
I’ll never forget this moment. I reached out via email to Lee Schrager from the South Beach Wine and Food Festival, who happens to be best friends with my godmother. Lee had partnered with Southern Glazer for “Zo’s Summer Groove,” a significant event for the Alonzo Mourning Foundation. To my surprise, Lee replied, and we arranged to meet in person. Just four days into launching my new company, Lee said, “Forget your little company and come be my right-hand man. What you do, nobody else does.” He was referring to our success in selling corporate partnerships at the Alonzo Mourning Foundation.
Lee then introduced me to the South Beach Wine and Food Festival (SOBEWFF), which was just a few years in and needed assistance. I responded, “Thank you for the opportunity, but I genuinely want to grow my new company. Why not hire my company instead? Let’s give it a one-year trial.” Fast forward to next year, and I’ll be celebrating my 20th year with SOBEWFF! [Laughs] And that’s how it all began.
Was SOBEWFF your first official client at a21?
Yes, it transformed both my trajectory and that of a21. It was the catalyst that introduced me to the culinary world. To clarify, I am not formally trained in culinary; rather, I consider myself a student of the craft, with Lee being the originator of this journey. Initially, I viewed a21 as a sports marketing company, but the festival proved to excel in attracting celebrity talent. What Lee developed is nothing short of genius. The rest of us are merely stewards of his creation. Lee’s vision and scaling abilities, combined with my background in corporate partnerships and marketing, created a powerful synergy.
Be specific. What was one change you made to the festival?
At the time, the South Beach Wine & Food Festival was exclusively sponsored by Southern Glazer, a $30 billion company capable of bringing major wine and spirits brands to the event. What a21 did was broaden the scope, inviting companies beyond Southern Glazer to participate. We focused on building partnerships, as I believe true collaboration goes beyond simple sponsorship—it’s a two-way street.
I must acknowledge that any success I had was made possible by Lee. If you know Lee, you recognize him as one of the most driven, tenacious, and hardworking individuals I’ve ever encountered. Twenty years later, I had the privilege of working alongside him, gaining invaluable insights. I hold immense respect for the lessons he imparted through his unwavering dedication and resilience. He was particularly tough back then, and that challenge was instrumental in shaping my journey.
It seems you’ve truly committed to the culinary world. When did New York City Food and Wine enter the picture?
After finding success in South Beach, I realized about three to four years into a21 that my true passion lay in culinary arts; sports marketing was behind me. This revelation led to the launch of NYC Food and Wine in 2007. I was much more enthusiastic about New York City, as I had been involved from the ground up. The city felt fresh, and there were ample opportunities for expansion. We began organizing small, localized culinary events across New York, from the Hamptons to the Upper West Side and Tribeca. At our peak, we hosted over a dozen local events, each attracting three to four thousand attendees. This model established our reputation in the industry for years to come.
Do you feel you’ve “made it” in the culinary festival scene at this stage?
In 2017, we became involved with Heritage Fire, Atlanta Food & Wine, and several other ventures. That was the turning point for us. It marked a shift in perception, elevating our status from a local presence in NYC and South Beach to a national entity.
With the abundance of culinary and wine events available, how do you determine whether to participate and when?
I consider myself quite selective—not out of arrogance, but because I prefer to be associated with dominance. To succeed in sales, having a prime property is essential as it simplifies the process. I often ask, “What makes South Beach so successful?” Well, during February, there are 65,000 people on the beach! Who wouldn’t want to be in Miami, especially when it’s cold in most parts of the U.S. at that time? No offense to Omaha, but you’re unlikely to head to the middle of the country for events like these if you want to attract corporate dollars
Then, the pandemic struck in 2020…
We were the leading force in the culinary event industry, hosting 40 events and supported by a team of 32 dedicated staff members. Our company was thriving, generating $9 million in revenue. Then, COVID-19 struck. I was in Park City, UT, attending a Shake Shack meeting in March 2020 when I received an urgent note slipped under my door: someone had tested positive for COVID-19, and I needed to vacate the hotel immediately. I flew home, and the uncertainty loomed large. People were skeptical about the virus that everyone was discussing.
Upon returning to the office, I gathered my team and declared, “We’re doing nothing.” That was Monday. By Tuesday, I had to inform them that we might need to shut down some operations. By Wednesday, I was faced with the harsh reality of potentially furloughing 20% of our workforce. When Thursday came, that number escalated to 50%. And by Friday, I had to make the gut-wrenching decision to shut down the entire company.
How did you manage to survive?
We went from 32 down to 8 people on staff. We became kind of partners with our chefs, who had always been the lifeline of any of our events. And almost 100% of the proceeds went back to the chefs. If it wasn’t for PPP Loans, we’re out of business. I lost seven figures in 2020.
How did it impact you?
There’s no quit, right? I’m fighting and scrappy, we’re going to keep going. By June/July, I’m in full depression. I’m drinking as much alcohol as I can consume. My son is telling me that he misses his dad. It’s just a debacle because I’m seeing my life just taken away from me. BUT it ended up being the greatest thing. COVID-19 was a beautiful reset, if you were paying attention and willing to put the work in. And that’s what we did. I’m so thankful to those eight amazing humans that stuck by me. I’ll never forget I got on the phone with people like Rachel, who’s been with me for 16 years, and Maribel, who’s been with me 11 years, and Maya, who’s been with me ten years, and Anthony, who’s been with me nine years.
And I said, ”Guys, I’m buying out Alan [his partner at the time]. We are going in a new direction. You all are the new executive leadership team, and we’re going to rebuild this thing. And from this day forward, I don’t want to talk about the past. I don’t want to talk about Covid. We’re going to restart this company and its new image. It’s a21, 2.0, and it has been this beautiful journey ever since.
After purchasing your partner’s share, you gain complete control, assemble a new executive team, and navigate a transformed world post-2020. So, how did a21 2.0 rise from the ashes?
Taking risks was key! In May 2021, we participated in the South Beach Wine and Food Festival, marking my first live event in 15 months. I owe a lot to Lee Schrager, who genuinely cared about the hospitality industry and was committed to supporting chefs and individuals like me who had faced challenges. His proactive approach to moving forward with events, while prioritizing safety, was commendable. We ensured everything was outdoors and implemented every measure possible to create a safe experience. While many competitors either closed their doors or scaled back significantly, we chose to push ahead. As a result, we began to receive more hiring opportunities, and during that time, we didn’t turn down any inquiries!
Let’s fast forward a few years. Pebble Beach Food & Wine was once a premier culinary event, but it unfortunately fell dormant just before the pandemic. How did you secure your involvement with it?
Pebble Beach is truly an iconic destination. Regardless of opinions about the previous festival owners, their contributions were nothing short of magical. I was determined to acquire this asset, and it took me over a year of interviews to achieve that goal. I was officially hired on in 2023. The new owners approached the process carefully, mindful of avoiding the mistakes of the past. I take immense pride in reviving the festival, and this past April 2024 [first year back for the festival] marks just the beginning of our exciting plans for the future!
If you had a magic wand and could launch a food and wine festival in any city across North America, which location would you choose?
Montreal!
[Laughing] You are already going to Montreal. That doesn’t count! Give me another city!
Nashville is a city I truly admire. The blend of country music and culinary innovation there is captivating. I believe a vibrant culinary movement is underway, and I’m always on the lookout for that cool factor. I often say, “sense of place… sense of place.” This notion of place significantly influences how we design events like Pebble Beach. If approached correctly, Nashville has a fantastic opportunity ahead.
Who does Brett Friedman admire in the industry?
Danny Meyer is, in my view, the finest restaurateur in the United States. He is not just a client or a colleague; he is also a friend. I greatly admire everything he contributes to the industry, especially the principles that guide his actions.
Lee Schrager has profoundly influenced who I am today. I deeply respect his relentless pursuit of excellence—there’s truly no one as dedicated to greatness as he is. His drive is inspiring, and I am incredibly grateful for the opportunities he has given me. He recognized my talent and has consistently supported me without hesitation, for which I will always be thankful.
Bill Harlan is another figure I greatly admire. As a passionate wine enthusiast with a sizable collection of several thousand bottles, I have visited Napa around 50 times and explored countless wineries. Bill’s mission to establish a premier US wine and maintain it within his family, along with his ambitious 100-year vision, is something I aspire to emulate. I respect the generational success he has achieved—success that endures within a family.
Any final words?
I am deeply passionate about protecting our planet, and this commitment is woven into every aspect of our company as we move forward, particularly in 2025. We are excited to launch a nonprofit organization dedicated to achieving a carbon-zero footprint. Our goal is to become the first event company to eliminate its carbon footprint within five years. I am truly devoted to leaving the world a better place than I inherited.
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