Guy Fieri reflects on 20 years of stardom that began at South Beach Wine & Food Festival

MIAMI BEACH – Twenty years ago, a contestant named Guy Fieri on the second season of what was then called “The Next Food Network Star” showed up at the South Beach Wine & Food Festival with little more than spiked hair and ambition.

“He came to that festival that year and was walking around signing postcards because he had nothing else to sign,” recalled Lee Brian Schrager, founder of the South Beach Wine & Food Festival and its New York City counterpart.

Today, Fieri is one of the most recognizable faces in food on television. But in 2006, he was just another up-and-comer working a crowd on the sand.

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Speaking to “Fox & Friends” from Miami Beach, Florida, Friday morning, Fieri said he wasn’t chasing TV fame.

“I was doing what I wanted to do,” he told Steve Doocy while walking the beach. “I wanted to be a great dad. I wanted to be a great husband. I wanted to be a chef. I wanted to own my own restaurant. So, I had accomplished the things I wanted in life and never really saw the other side of it.”

South Beach Wine & Food Festival founder Lee Brian Schrager and celebrity chef Guy Fieri pose for a photograph back in 2009. (South Beach Wine & Food Festival)

Two decades later, Fieri still comes back.

“He’s been part of our festival every year since he won ‘Food Network Star,'” Schrager told Fox News Digital.

The knack for spotting and elevating talent is part of the festival’s legacy as it marks its 25th year in Miami Beach.

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Schrager recalled a similar instinct with Giada De Laurentiis. When her agent suggested she might be ready the following year, Schrager pushed back.

“I said, ‘I don’t want her next year. I want her this year, so she’ll remember where she got her big start,'” Schrager said.

Giada De Laurentiis was another celebrity chef who got her start at the South Beach Wine & Food Festival, pictured here in 2015. (Manny Hernandez/Getty Images)

Yet the festival doesn’t claim to have created celebrity chefs.

“We don’t take responsibility for turning anyone into a superstar,” Schrager told Fox News Digital. “We do take some credit for giving them a platform and putting them in front of their fans.”

“Rock stars became chefs and chefs became rock stars.”

Over the past 20 years, the platform has grown alongside the broader transformation of food culture. 

“Rock stars became chefs and chefs became rock stars,” Schrager said.

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What began as a one-day wine event on the campus of Florida International University (FIU) evolved after Schrager was tasked with reimagining it. His directive was to “make it better — not bigger, but better.”

Schrager had a solution.

The South Beach Wine & Food Festival is where chefs like Fieri “became rock stars,” said Schrager, founder of the South Beach Wine & Food Festival.  (Jason Koerner/Getty Images)

“Move it to the beach, partner with the Food Network, get all their celebrities and make it more than just local,” Schrager said.

Today, the festival draws marquee names from the culinary world as well as from music and entertainment. Among those who showed up for Thursday night’s Burger Bash event were comedian Bert Kreischer and Cloud 23 hot sauce founder Brooklyn Peltz Beckham.

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Chefs don’t get paid for their appearance at the festival.

“If it’s somebody new, the first question out of their agent’s mouth is, ‘Oh, what’s the honorarium? What’s the fee?’ I’m like, ‘Zero,'” Schrager said.

Brooklyn Peltz Beckham is among the celebrities to attend the food festival for free. (Scott Roth/Invision/AP)

The model works, Schrager said, as the festival operates as a nonprofit benefiting FIU’s Chaplin School of Hospitality & Tourism Management.

“Everyone’s doing it to support the cause, or they’re doing it because they want to do it,” Schrager said. “It’s not a bad place to be in the middle of winter.”

Schrager, from left, along with Rachael Ray and Brooklyn Peltz Beckham, appear onstage at the South Beach Wine & Food Festival’s Burger Bash. (Scott Roth/Invision/AP)

The festival has raised more than $50 million for student scholarships.

“To me, that’s why we do it,” Schrager said.

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Along the way, the festival has outlasted many imitators and weathered shifting food trends by staying nimble.

“We listened to the consumers,” Schrager said. 

Fieri, left, and a shirtless Bert Kreischer share a moment onstage at the South Beach Wine & Food Festival. (Jason Koerner/Getty Images)

“There was never any ego involved in this festival.”

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He added, “Our goal was never to be the biggest.”

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“It happens that we turned out to be the biggest — but being the best, or at least doing our best, has always been the most important to me.”