Quick! When you think of the best place to interact with San Francisco’s top local food vendors, what’s the first spot that comes to mind? If you wanted to attend tastings and demonstrations with local chefs, where would you go? If you’re like most, you’re probably thinking of the Ferry Building, the epicenter of locavore gastronomy for all of those people that take their food very seriously. With over 200 merchants, walking tours, classes and demonstrations from local chefs, and celebrity chef forums, it’s long been regarded as the City’s foodie wonderland.
But recently, an unexpected name has established itself as a rival location, where the public can interact with some of the City’s most respected industry professionals. Williams Sonoma in Union Square, known primarily for their upscale kitchen and household supplies, recently launched a new program that gives culinary enthusiasts the opportunity to participate in workshops with local merchants, attend free cooking demonstrations, and engage with like-minded people in the culinary community.
As a way to associate themselves with leaders of culinary excellence, Williams Sonoma now brings top artisans and chefs to their store on a weekly basis, giving enthusiastic foodies the chance to casually pop in and learn from the best.
Usually, I associate Union Square on a Saturday afternoon with annoying crowds, pricey shopping, and tourists that stop right in front of you on the sidewalk for no good reason. While I generally try to avoid this area on the weekends, Williams Sonoma has given me a good reason to get out of bed and confront the chaos.
Did you know that every Saturday, from 12 pm to 2 pm, you can attend free cooking demonstrations from some of the city’s most respected chefs? For example, the other weekend involved pasta making with Matt Accarrino of SPQR, another focused on sweet creations with Elizabeth Faulkner of Orson. And because these events haven’t been widely advertised, the crowds are relatively small. Meaning, you can get a perfect view of the main stage, samples of the completed product, or even some face time with the featured chef. Most importantly, it’s a great opportunity for the public to be introduced to local chefs they may not have never known of, which in turn builds support for our local restaurants.
Oh, and don’t forget to bring a couple of your personal knives to the demonstration with you; you’ll want to take advantage of their complementary knife sharpening service offered at that same time.
For those who are more interested in enhancing their skills in the kitchen, complimentary technique classes are held every Sunday at 11 am, and every Wednesday at noon. Always wanted to learn the basics of sous-vide cooking? Looking to expand your knowledge of spices and master the art of seasoning? Williams Sonoma has you covered, and at no extra expense! Well, that is unless you run off and buy a $799.95 sous-vide water oven.
If you were looking for a more hands-on, in-depth cooking lesson, they also offer a more robust class every Thursday from 6 pm to 8 pm. At only $60 per person, it’s roughly half as much as the average cooking class in the City. The themes change every week and span a wide variety of cuisines; upcoming classes include a Dinner in Italy (Sept. 2nd), Hosting a Tapas Party (Sept. 16th), and a night of Gastropub Cooking (Sept. 30th). The last class will be held on October 16th, after which they will be suspended until after the holidays.
So, just to recap: we’ve got chef demonstrations, knife sharpening services, technique classes, and cooking classes, all happening on a weekly, if not bi-weekly basis. Whew, that’s a lot! But the people at Williams Sonoma aren’t done with you just yet. If all of that wasn’t enough, monthly “Special Culinary Events,” are also held on Fridays from 6 pm to 8 pm. So what makes them so special? Each event is an in-depth, intimate experience, where attendees get to share two hours with the owners of some of the most respected companies in the Bay Area.
I had the opportunity to attend a Blue Bottle event, hosted by coffee expert (and owner) James Freeman. He walked guests through every step of the coffee-making process, led them through a comparative tasting of eight different roasts, demonstrated how to make the perfect cup of coffee, and finally, ran an open discussion answering every question that was thrown out, no matter how many there were. With only 20 people in attendance, everyone was able to engage with James on a personal level and the event was a more hands-on opportunity to learn his craft.
But, if learning isn’t as much of your thing as say, eating is, olives, bread baskets, and cheese plates were left out as snacks throughout the entire event. Plus our cups of coffee came accompanied by a smattering of cookies, as well as a free bag of coffee beans, so I left quite satisfied. At $100 per person, it’s the most expensive class this store offers, but the chance to learn from masters in their respective professions is worth much more than the price.
With so many different, interesting events, and so much local talent passing through their doors, Williams Sonoma is ready to be seen not just as a favorite of upper-class, suburban housewives, but as a culinary destination at the top of the San Francisco food chain.
Williams Sonoma Union Square
340 Post St
(between Powell St & Stockton St)
San Francisco, CA 94108
(415) 362-9450
http://www.williams-sonoma.com
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