We recently connected with Sam Silverman and have shared our conversation below.

Sam, appreciate you joining us today. How did you come up with the idea for your business?

In 2017, as I was wandering the vibrant streets of New York, a thought struck me like a bolt of lightning: amidst the diverse tapestry of festivals that celebrate the city’s eclectic food culture, there was a glaring hole. How was it that the humble bagel, an iconic symbol of New York’s culinary landscape, didn’t have its own celebration? It was baffling and, to me, almost sacrilegious.

Bagels have always been my favorite food. They represent a nostalgic piece of my childhood, a symbol of family gatherings, and lazy Sunday mornings. The mere aroma can instantly transport me to my happiest memories. The realization that there had been no BagelFest in the history of New York City hit me hard. And I decided that if it didn’t exist, I would create it.

Despite the fact my job as a Business Operations Manager for a hedge fund and then real estate tech startup was worlds apart from the food industry, my passion for bagels transcended my professional background. For half a decade, I sandwiched my 9-to-5 corporate job with the hustle of my dream. Mornings were for venturing to all corners of the city, striking up conversations with seasoned bagel bakers, and understanding the art and soul that went into each bite. Nights were filled with visions of a festival that united bagel aficionados from every corner.

Fast forward to today, and the New York BagelFest has metamorphosed into more than just an event. It’s the Mecca for bagel enthusiasts and industry gurus from all over the globe.

But the journey didn’t stop there. Seeing the immense potential to not only celebrate but also uplift the flourishing bagel industry locally and around the world, I took a leap of faith and left my corporate life to start a business, BagelUp, your destination for every bagel thing.

BagelUp’s mission is to honor, cherish, and celebrate New York’s iconic food. We do so through our flagship New York BagelFest, digital content, and array of immersive experiences like our NYC Bagel Tours, Bagel Baking Workshops, “BagelFeast” Nationwide Shipping, and more. Our journey is just beginning.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Sam Silverman, the entrepreneur behind BagelUp, your destination for every bagel thing. Bagels are more than just a breakfast item for me; they are a symbol of New York’s rich cultural mosaic and community. Imagine my surprise when, in 2017, I realized that, amidst New York’s bustling food scene, there was no platform dedicated to celebrating arguably the city’s most iconic food!

That realization led to the inception of the New York BagelFest, a celebration of the city’s bagel heritage and bagel makers. But as the fest grew in stature, I saw an even bigger opportunity – to not just celebrate bagels on one weekend but to make it a continuous, immersive experience. Thus, BagelUp was born.

BagelUp is more than just an event organizer; it’s a comprehensive platform that delves into every aspect of the bagel world. From digital content to curated tours exploring the city’s legendary bagel joints to hands-on baking workshops and, of course, the star event, BagelFest. We’ve been successful in creating experiences that cater to both casual bagel lovers and industry professionals alike, providing an authentic and unique taste of a core piece of New York’s culture.

The unique factor about BagelUp is that we’re the first and only organization dedicated to promoting and advancing the bagel industry worldwide. We are not just one traditional business, but several interconnected ventures whose common thread is the unwavering commitment to entertain, educate, and engage anyone with an interest in bagels, from the casual consumer to the seasoned industry professional.

My proudest achievement has been creating a platform that has helped shine the spotlight on the small businesses and unsung heroes of the bagel industry, even propelling them to being recognized as stars on New York’s gastronomic stage. A prime example is PopUp Bagels, a two-time winner of the Best Bagel award at BagelFest. Their achievements at BagelFest helped springboard this business from relative obscurity into the limelight and multi-million dollar investments from celebrity backers.

Having been honored as one of Brooklyn’s 50 Most Fascinating People in 2023 by Brooklyn Magazine was the cherry on top. But to me, the real reward is seeing the community come together, sharing, learning, and celebrating the legacy of bagels.

I want potential partners, clients, and bagel enthusiasts to know that with BagelUp, it’s not just about the food. It’s about the stories, the traditions, the innovations, and the people who make the bagel world go round.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Absolutely, my side hustle did evolve into my full-time career, and it’s been an exhilarating journey. I started with a simple yet audacious vision: to spotlight and celebrate New York’s rich bagel heritage through a bagel festival. What began as a side project, fueled by genuine passion, has grown beyond my wildest expectations.

In the beginning, my weekends and evenings were often consumed with building relationships within the bagel community and planning BagelFest while managing my day-to-day corporate responsibilities. The positive response from the local community, bagel artisans, and attendees from the first event was overwhelming. As the fest gained traction, its scale and responsibilities ballooned. There were venue selections, collaborations with bagel artisans, marketing efforts, and managing a growing audience. Each year saw a surge in attendees, participants, and media coverage.

By the third iteration of the event in 2022, it reached a tipping point where managing both BagelFest and my corporate role became untenable. The time, effort, and energy BagelFest demanded began to clash with my 9-to-5 job. It wasn’t just about organizing an event anymore; it was about fostering a community, promoting local businesses, and celebrating an iconic food’s legacy.

The success of BagelFest made it evident that there was an unmet demand for authentic bagel experiences. The enthusiasm of attendees, their curiosity about the art of bagel-making, and the stories behind every crust and crumb propelled me to expand. This realization birthed NYC Bagel Tours, which allowed enthusiasts to delve deep into the city’s bagel scene. This was followed by the interactive Bagel Baking Workshops, where individuals could roll up their sleeves and learn the craft firsthand. Recognizing the growing demand beyond New York, BagelFeast Nationwide Shipping was introduced, allowing bagel aficionados across the country to savor authentic New York bagels.

With these ventures gaining momentum, it became clear that my side hustle was no longer just a hobby; it was a blossoming enterprise. Making the leap from the corporate world to focus solely on BagelUp was a bold step but one grounded in vision, demand, and sheer determination to spread the love for bagels.

Today, BagelUp isn’t just a business; it’s a movement to preserve, promote, and celebrate the bagel culture. The milestones of scaling BagelFest, introducing the tours, workshops, and nationwide shipping weren’t just business achievements; they were testament to the community’s love and demand for authentic bagel experiences.

In reflection, the journey from BagelFest to BagelUp is a testament to the power of passion, the importance of recognizing opportunities, and the rewards of perseverance. The key milestones were not just about business growth, but about building a community and enriching New York’s culinary legacy.

What do you think helped you build your reputation within your market?

Building a reputation within any market is a blend of deliberate strategy, genuine passion, and consistent effort. For BagelUp, I can identify 7 key factors that have contributed to building our reputation:

1. Authenticity: In a world of mass-produced goods and experiences, we emphasize authenticity at every turn. From the bagels served to the stories told during our tours, everything is rooted within a passion for a deeply authentic thread of New York’s culture.

2. Engagement with Local Artisans: By collaborating with and promoting local bagel artisans, we not only showcased their craft but also established BagelUp as a brand deeply connected with the grassroots of the industry. This has created a win-win situation where local businesses received a platform to shine, and we built trust within the community.

3. Continuous Innovation: Recognizing and responding to market demands, like introducing BagelFeast Nationwide Shipping or Bagel Baking Workshops, showcased our agility and commitment to serving our community’s needs. This adaptability strengthened our reputation as a forward-thinking and responsive brand.

4. Engaging Content: Beyond our physical events and offerings, we ensure our digital presence, from social media to our website, is robust, engaging, and informative. By sharing the history of bagels, spotlighting artisans, and offering behind-the-scenes looks, we kept our audience engaged and educated.

5. Community Building: We don’t just sell products or experiences; we fostered a community. Our events are platforms for networking, sharing, and celebrating the love for bagels. This sense of community made patrons feel like they were part of something bigger, enhancing our brand loyalty.

6. Feedback and Adaptation: Listening to our patrons, both attendees and bagel shops, is crucial. We actively seek feedback and, more importantly, act upon it. This has not only helped us refine our offerings but also demonstrates that we valued our community’s opinions.

7. Consistency: Throughout our journey, maintaining consistency in our offerings and communications was key. This reliability, coupled with our commitment to excellence, has solidified our reputation as leaders in the bagel industry.

Contact Info:

• Website: www.bagelup.co
• Instagram: https://www.instagram.com/bagelambassador/
• Other: https://www.tiktok.com/@brooklynbagelblog

Image Credits
Lauren Ariel, Seth Grossman, Steven Avalos, BagelUp