I’m in Healdsburg, CA at an event called “pigs and pinot.” Last night was the “dine around” event–350 people, 6 wine bars (each with about 10 different Pinot Noirs), and 5 food stations. I’ve been to a lot of these type of things, and this one was superbly organized. There was enough food, the food was good, and there were enough places to sit down to eat. You’d think those would be pretty basic features of big food events, but you’d be wrong.
But, like all of these events, one ends up with an odd dinner that never quite feels like dinner. I saw someone with a plate of spent oyster shells almost as soon as I walked in, so I made a beeline to the raw bar. (The raw bar, of course, was located in the far corner–why are they always trying to hide the raw bar? Perhaps it’s a way to encourage flow by pulling people to the raw bar? Sometimes I feel like I spend half my evenings out searching for the oysters).
Next stop: grilling station. I enjoyed my fair share of tender ribs and juicy fennel sausage swathed with a sour and piquant mustard before going back for someone else’s share. I then tasted a carnitas taco that needed much more salt so, since there wasn’t a disposal vessel in sight, I left my plate and the partially-eaten taco behind as I moved on to a spot of pork adobo that lacked a certain amount of adobo-ness and thus met a fate similar to the taco. I passed on pork-n-pineapple mini burgers and pork satay in favor of more ribs and sausage. I’m no fool. Several tastes of lovely lovely pinot were interspersed in all this, but the sight of all the late middle-aged folks in their fancy dress getting shit-faced kept me from really exploiting the vast pinot-tasting possibilities (this wasn’t a spitting kind of event). So, dodging more chit-chat with the p.r. ladies, I grabbed a handful of macaroons and headed back to my room. Oh yeah, I’m staying in the very fancy hotel where the event is.
And that’s the dirty secret of lifestyle writing. In the face of declining readership and ad sales, print media and its writers can’t afford to pay to check out new places and attend events. Public relation firms and their clients, however, can afford to give the press things for free. Press dinners and media trips and comped meals and fancy hotel rooms are how the whole system works. So I’m at this event as a guest of the event. They hope I write a story about it; I hope I find a story to write.
Funny thing is, I usually find something to write about. It’s just rarely what they hope I will. I meet someone else–a cheesemaker or vineyard owner, for example–to profile, or a dish to write up, or think of a completely new story in the quiet of my luxury hotel room.
Tonight: The Gala.