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back to overview Valerie Zweig

Valerie Zweig

Director of Conceptual Projects

As one who eats for a living (and for pleasure), Valerie Zweig is well versed in many aspects of the restaurant world. From dining and design trends, to discovering innovative chefs and cooking techniques to stemware and sommeliers, every element of a dining experience, whether at a restaurant or at home, is a peek into the personality and identity of a restaurant … and Valerie savors every bite.

Born and raised just outside of Washington, D.C., Valerie moved to Los Angeles to attend the University of Southern California. While there, she was a sports writer for USC’s Daily Trojan and afterwards worked as an editorial assistant for luxury lifestyle publication Angeleno Magazine. Valerie then began cultivating her interest in the F&B industry while working as an assistant at The New School of Cooking in Culver City.

With a B.A. in Print Journalism from USC, Valerie moved to New York City to attend the Institute of Culinary Education. While pursuing the professional culinary program at ICE, she continued writing and editing at La Cucina Italiana magazine and The Magazine of Italian Cooking & Living.

After graduating cooking school, Valerie spent over five years with Bullfrog & Baum, one of the leading hospitality public relations, marketing, and consulting firms. During her tenure there, she worked with over 50 restaurants, chefs, and food brands to launch new concepts and develop their brand identities. That experience gave her niche skills in promoting and marketing the hospitality industry. With a talent for dreaming up creative concepts and executing marketing programs, Valerie’s creativity and passion are coupled with her ability to identify the end result, creating brand-appropriate, fun, and successful programming.

At VSAG, Valerie directs many of our development projects, both in the United States and abroad. She relishes research and loves diving into a project. From cuisine and locale to stakeholders and guests, every element of a project provides her with inspiration to create a relevant story and strong foundation. Valerie adds her passion for everything culinary as an added layer to all her projects. Her commitment to defining and defending brands, combined with her practical culinary background and strong communication skills, make Valerie an indispensable asset to VSAG.