Concerts are a top holiday gift. Here, a crowd enjoys The David Grutman Experience at the 2023 South Beach Wine & Food Festival®.

Experiences are a trending gift this holiday season

SOBEWFF® FIU Holiday discount makes it easier to stuff your stocking

Campus & Community

By Ivonne Yee-Amor

December 20, 2023 at 9:25am

Do you remember singing the words out loud with your bestie at a concert? What about the time you hiked to the top of a mountain trail, huffing and puffing until you finally saw the beauty? How about the feeling you had when you tasted a one-of-a-kind dish at a festival? If you’re having a hard time trying to buy a holiday gift for your favorite friend or family member, why not gift what could become a memorable moment or an amazing experience.

According to a recent survey by tours and activities online marketplace, GetYourGuide, consumer preferences for experiential gifts is at an all-time high. The survey showed that 92% of participants said they preferred receiving experiences over physical gifts. For the third year in a row, travel was at the top of the list, especially among Millennials. More than half said a trip would be their ideal gift.

Coming in second on the holiday wish list is a concert or show, followed by an outdoor activity, then a museum visit. To no one’s surprise, food is also on the list. Fifty-six percent of Americans chose experiential food bookings as a top gift choice with 33% booking a food experience inspired by local cuisine featured in a show or in an article.

“Experiences like events offer a genuine opportunity to connect with others, engage in unique moments and create lasting memories," said Sharifa Wilkinson, who teaches mega event management at FIU's Chaplin School of Hospitality & Tourism Management.

That’s why this year, the Food Network South Beach Wine & Food Festival Presented by Capital One(SOBEWFF®) has an early gift this holiday season: a special family discount of 15 percent! The discount can be redeemed by using code FIUFAM15 at checkout for these select events:

· Thursday, February 22 - Burger Bash presented by Schweid & Sons® hosted by Rachael Ray·

· Friday, February 23 - Diners, Drive-Ins and Dives LIVE hosted by Guy Fieri

· Friday, February 23 - Noche Cubana hosted by Michelle Bernstein, David Martinez and Gio Gutierrez

· Saturday, February 24 - Goya Foods' Grand Tasting Village featuring Publix Culinary Demonstrations sponsored by Sub-Zero Group Southeast

· Saturday, February 24 - A Feast of Local Flavors sponsored by Grove Bay Hospitality Group & Friends

· Saturday, February 24 - Tacos & Tequila presented by Tequila Cazadores hosted by Aarón Sánchez

· Sunday, February 25 - Bubbles Brunch hosted by The Cast of The Kitchen: Katie Lee, Jeff Mauro and Geoffrey Zakarian

· Sunday, February 25 - Goya Foods' Grand Tasting Village featuring Publix Culinary Demonstrations sponsored by Sub-Zero Group Southeast

· Sunday, February 25 - Goya Foods' Heritage Fire: Grand Finalè hosted by Chris Lilly and Fernando Desa

· Sunday, February 25 - BACARDĺ presents The Block Party hosted by Melba Wilson and Andrew Zimmern

To date, the Festival has raised $37 million for the Chaplin School of Hospitality & Tourism Management and provided FIU students with invaluable experience by helping to run this nationally recognized event. The complete line-up of events for the 23rd annual Festival is available online at sobewff.org.

"In a time, saturated with gadgets and distractions that often isolate us and provide momentary satisfaction, the shift in preference, prioritizing experiences over possessions, demonstrates that people are craving authentic, immersive, and enjoyable encounters with others," added Wilkinson.

So, what's it going to be this holiday season? You might want to consider a gift that lives on in your or your loved one's treasure chest of memories.