Many know Dave Portnoy because the multi-millionaire founding father of Barstool Sports activities, the unapologetically irreverent digital media empire. However to thousands and thousands extra, he is the face behind the viral One Chew Pizza Evaluations on YouTube, the place he travels the nation score pizzerias on a strict 1–10 scale (decimals included).

What started in 2017 as a enjoyable viral collection has grown right into a culinary kingmaker, with Portnoy’s verdict able to making — or breaking — a store in a single day. That phenomenon has expanded right into a stay occasion, the One Chew Pizza Fest, which marked its third anniversary in New York on Saturday, September 13, drawing 10,000 followers to pattern pies from greater than 40 of the world’s most iconic pizzerias — all hand-picked by Portnoy himself.

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The occasion, produced in partnership with Medium Uncommon, displays an even bigger shift in digital media: turning on-line content material into stay experiences. Barstool has been on the forefront, constructing occasions round its podcasts — from the Name Her Daddy “Unwell Tour” to the Chicklets Cup for Spittin’ Chicklets. At first, it might sound counterintuitive for a digitally native model to double down on in-person programming. In actuality, it is grow to be each a core a part of Barstool’s content material technique and a key efficiency indicator of its success.

Streaming a YouTube collection like One Chew with Dave Portnoy whereas folding laundry would not essentially make somebody a die-hard fan. True loyalty reveals when folks are keen to purchase a ticket, present up, and spend actual time with the model.

That shift transforms a group from an inventory of usernames right into a packed enviornment of people that can really join and bond over a shared expertise.

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A slice of the sponsorship pie

For sponsors, One Chew Pizza Fest is a dream platform. Pepsi, Ninja and Bilt have been among the many manufacturers that activated in inventive methods. Ninja used the occasion to showcase its new 5-in-1 pizza oven, giving pizza followers a firsthand take a look at a brand new product designed for his or her tastes. Pepsi saved attendees refreshed with complimentary drinks, constructing goodwill with practically 10,000 festival-goers.

Whereas these firms clearly align with the theme of pizza, a number of different sponsors may be extra stunning. Bilt returned because the official rewards companion, creating a complete “Neighborhood” stuffed with unique perks like expedited strains and even permitting members to redeem factors for tickets.

Sponsors could preserve the lights on on the One Chew Pizza Competition, however they do not feed the ravenous attendees. That title goes to the actual stars of the occasion: the eating places. Many journey from out of state handy out free slices to huge crowds — all whereas being surrounded by direct opponents. Some would possibly name it a meals truthful. Others might interpret it as a cage match for pizzerias.

Whereas each spot introduced its finest, a couple of stood above the remaining. Generally admission, Lucali, Frank Pepe’s, and Di Fara every dished out greater than 10,000 slices. In VIP, Ceres Pizza stole the present — because of Portnoy’s 9.2 score — cementing its spot because the competition’s most in-demand pie and underscoring simply how a lot affect his opinions maintain.

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One Chew Pizza Fest is greater than only a large pizza celebration. It is a testomony to the model loyalty Portnoy has cultivated over years of making on-line. By taking his digital present into the actual world, Portnoy continues to strengthen the group he is constructed—whereas bolstering dozens of small companies within the course of. And all of it begins with only one chunk.

The competition unfolded throughout two periods. Followers might select between afternoon or night tickets, priced at $179.99, or improve to VIP experiences at $649.99 that embrace early entry and an open bar. Session one runs from 1:00 p.m. to 4:30 p.m., with VIPs coming into at 12:30. Session two follows the same format, opening at 6:00 p.m. and operating till 9:30, with VIP entry starting half an hour earlier.