"Barbecue would be an example, the Hot Brown would be an example," Mike Maloney of the Mayor's Office of Special Events responded when Eater asked about the "Gourmet Man Food" segment of the upcoming "Louder Than Life" Festival set for October 4 and 5 at Champions Park. Maloney said "about 70%" of LTL's audience is "male, late 20s to 40s," and the promoters see Louisville as becoming "their biggest market." In a Vents Magazine article Danny Wimmer of Danny Wimmer Presents agreed, saying
When I first came to Louisville, I fell in love with the city, its diverse food, its bourbon and its culture. It screamed 'LOUDER THAN LIFE' and I felt this was the perfect destination for this kind of rock festival ... I learned amazing facts about Louisville and its history, tasted incredible small batch bourbons from local distilleries, sampled the delicious regional cuisine–which Mike dubbed 'gourmet man food'–and experienced Louisville's welcoming atmosphere.Wimmer says the "culture of rock & roll and bourbon go hand in hand" for the concert series bringing artist such as Limp Bizkit and Judas Priest to the riverfront. But why the "Gourmet Man Food" designation, Mr. Maloney? "They just wanted to put a spin on it, to make it sound different," Maloney said, also claiming he "intrigued" the event people with Louisville's status as the home of the cheeseburger. "I was with them at a show in Columbus Ohio and said you might want to consider some type of cheeseburger thing, that's a Louisville food. They were all giving me hell, and I said "Google it!," said Maloney. While both Maloney and the Louder Than Life site say more restaurants are to come, the "man food" list currently includes Rye, Sidebar, Longshot Lobsta, Lil Cheezers, Momma's Mustard, Pickles & BBQ, Peyton's Bourbon Cupcakes, Down One Bourbon Bar, Monkey Wrench, Sivori Catering and Spinelli's Pizzeria.
· Louder Than Life Festival Food Vendor List [Official Site]
· LOUDER THAN LIFE Featuring Music, Whiskey, Craft Beer & "Gourmet Man Food" [Vents Magazine]