Friday November 11, 2011

Location: DoubleTree Suites by Hilton, Santa Monica, CA

1:00 – 2:15   Registration

2:15 – 2:30   Welcome

2:30 – 3:45 

  • Blogging Your Values with Linda Miller Nicholson, Robin Goldstein, Dianne Jacob, and Barnaby Dorfman (Writing)
    This session digs into the reasons we blog- from blogging for charity to blogging for self promotion and doing product endorsements, etc. A very hot issue on Twitter, this notion of right and wrong in blogging seems quite divisive in the blog community. Some don't believe in monetizing and simply want to blog out of passion for writing/food/etc. And some folks who love blogging and view it as a means to make a living- a natural next step to pursuing a hobby/dream. There is a range of middle ground and many interesting angles to discuss.

4:00 – 5:15

  • Food  Styling & Photography with Matt Armendariz (Technology)
    Make the most of the camera and equipment you have! From point and shoot cameras to DSLRs, you'll learn how to use your camera to take high quality photos in a range of ways. Successful food photographers will share what they know about creating beautiful photos- everything from picture composition to equipment to optimizing your setting will be covered in this snap happy workshop!

5:15 – 6:30 OpenSky Reception hosted by The Sneaky Chef Missy Lapine! Featuring Titan Wines and bites from Locanda del Lago!
Here's your chance to mix and mingle with your fellow IFBC-ers, and meet one Sneaky Chef! Missy Lapine, the creator and author of the Sneaky Chef series of books, including the New York Times bestseller, The Sneaky Chef: Simple Strategies for Hiding Healthy Foods in Kids’ Favorite Meals will co-host a mixer with OpenSky, a new kind of shopping website that's all about you. **First 100 to arrive receive a prize from OpenSky!!

6:30 -- 8:00 'Taste of Santa Monica' with Keynote Jonathan Gold!
Featured food and drink: Wines of Temecula, Real Food Daily, True Food Kitchen, La Cachette Bistro, Alaska Seafood, Stefan's at LA Farm, Sprinkles Cupcakes!

8:00     After-Hours Event Hosted by The Market at Santa Monica Place! Meet at the Doubletree and head to the market as a group for bites and drinks!


Saturday November 12, 2011

Location: DoubleTree Suites by Hilton, Santa Monica, CA

7:00 - 9:00  Breakfast provided by Organic Valley

8:00 - 9:00  Farm to Table session hosted by Organic Valley

9:00 – 10:30

  • Session Option 1: Recipe Writing and Development with Dianne Jacob, Amelia Saltsman, and Martha Holmberg (Writing)
    Before you leverage your blogging into a career in recipe development, learn important elements in recipe writing for blogs and print media. This session will include the process of recipe concept and development to recipe testing and finalization.
  • Session Option 2: Writing about Food and Culture with Kathleen Flinn and Olga Massov (Writing)
    Food is central to traditions, holidays, socializing, and families. In this session, discuss how food varies across cultures and families and how these differences and similarities affect our relationships to eating, cooking, and writing about food.

10:45 - 12:00

  • Session Option 1: Video with Steve Ellis of Rouxbe
    Learn the basics of creating video for your blog from the industry's leading recipe video site! This session will discuss the practical and hands-on tips you need to take your recipes to the next level on film.
  • Session Option 2: Pitching Blog to Book and Magazine with Kathleen Flinn, Lisa Ekus, and Silvana Nardone (Writing)
    Cookbook and magazine editors will share what they are looking for in a proposal, why they would read beyond the first paragraph, and what drives them to buy/not buy certain titles. They’ll highlight emerging trends, how you can find the best ideas to pitch to them, how to stand out among the many. Also, hear from leading bloggers on how they landed a book deal.

12:00 – 2:00 Food Truck Lunch featuring: The Grilled Cheese Truck, Glowfish, Steel City Sandwich, Rosa's Bella Cucina, Chomp Chomp Nation

2:00 – 3:15

  • Session Option 1: Marketing Your Brand -- YOU! with Barnaby Dorfman, Rand Fishkin (Writing and Technology)
    Making a living as a writer requires creativity, a commitment to building a business, the acumen of marketing your brand, and in particular: building an audience. In this session you will learn how to maximize your marketing and branding efforts through search engine optimization.
  • Session Option 2: Building Beneficial Relationships through Public Relations with Cristy-Lucie Alvarado, Joanne Tehrani, RD and Erika Kerekes
    Public relations professionals are increasingly turning to the blogosphere to help leverage their clients’ brands, but have you thought about how you can benefit from them? This workshop will introduce different ways to successfully work with PR professionals and teach you how to cultivate mutually beneficial relationships with them in order to expand your blogging career.

3:30 -- 4:45    Session: How to Incorporate Wine into Your Food Blog sponsored by The Crusher. Hosted by Michelle McClendon, Winemaker, Don Sebastiani & Sons, Gwendolyn Alley, Blogger, Wine Predator, Michael Wangbickler, Balzac Communications
For many cultures around the world, wine is an integral part of people’s daily lives. It is served with every meal (okay, maybe not breakfast) and enjoyed with friends and family. Walk into a restaurant in France or Italy, and you will likely see a bottle of wine on every table. In America? You are as likely to see beer, cocktails, or Coca-Cola as you are wine. Inexplicably, most Americans are intimidated by wine and are afraid of making a mistake when purchasing a bottle. But the simple fact remains that wine doesn’t have to be complicated and can be enjoyed by anyone. In this session, we’ll explore ways for you to integrate wine and wine reviews into your blog to further enhance your and your reader’s enjoyment.

4:45 – 6:30   Break

6:30 – 8:00 Temecula Wine & Food Pairing Dinner & Keynote with Chef Michael Moore


Sunday November 13, 2011

Location: DoubleTree Suites by Hilton, Santa Monica, CA

7:00 - 9:00  Breakfast provided by Organic Valley

9:00 – 10:30

  • Session Option 1: Eating on a Budget with Kimberly Morales (Food)
    It's a common goal to save and spend money more wisely. And as a food blogger, it's natural to want to try all the latest products and prepare a slew of different and expensive dinners. Hear from savvy, budget-conscious bloggers about how they mastered clipping coupons and embraced canning, preserving, and buying in bulk. You'll learn how to feed your family and yourself while spending less, and how to keep food blogging from breaking your bank account.
  • Session Option 2: Monetizing Your Blog with Barnaby Dorfman, Melissa Lanz, and Andie Mitchell (Writing & Technology)
    Here you'll learn the ins and outs of monetization- everything from partnering with ad networks and affiliate programs to publishing your work in print and online media.

10:45 – 12:00

  • Session Option 1: Removing One Food and Finding Many Others with Cybele Pascal, Ann Gentry, Ashley Koff RD, and Dr. Jean Layton (Food)
    Are you gluten-free? Vegan? Vegetarian? Is someone you love on a specialized diet? Sometimes the exclusion of one food type can lead you to discover various others. Removing gluten may force you to explore new grains. Limiting animal products could allow you to explore unique vegetables you might not have tried otherwise. Hear from leading bloggers in each niche of food blogging discuss their diets, the best ways to write about them, and what it means to eat differently.
  • Session Option 2: Time Management with Marissa Brassfield, Greg Henry, and Marla Meridith (Writing & Technology)
    Are the most successful bloggers the ones who spend hours upon hours at the computer? Is there such a thing as a blog-life balance? Of all the benefits of blogging, perhaps the most common drawback is how time-intensive it is. Between writing and photographing and then editing and formatting, it's easy to feel overwhelmed. Other aspects of life can suffer. This session, led by a panel of successful bloggers, will show you the ways to manage your time more effectively.

12:00 – 12:30   Conference Finish

12:30   Optional Blogger Brunch at Zengo! Details here!


Send session and speaker proposals to


Take a look at the IFBC New Orleans agenda here!