Where To Eat 239 with Rafael J. Feliciano

I don’t remember when or where I first met Rafael, but I am glad I did. We became quick friends and spent a lot of time together chatting about the best places to eat and drink in Naples, Florida. He works closely with Guy Clarke and they have several projects working including Where To Eat 239 and Sizzle SWFL Restaurant Week. While in SW Florida, if you need recommendations on a good place to grab a bite to eat, these guys can help. Our relationship is deeper than food. We also spend time chatting about craft beer and his love for a good bourbon. Always enjoyed seeing him around town and miss his smiling face and laughable commentary. As he prepares for Restaurant Week – May 30th – June 12th – it was time we sat down and broke bread together. It was great learning more about him and his goals for food and drink in Naples on the Gulf. It is my pleasure to introduce you to my good friend Rafael J. Feliciano.

You and Guy Clarke started Where To Eat 239. Tell me more about that and where you came up with the idea to focus on food in SW Florida.
It’s funny, I’ve always said from the time we started this business that “with void comes opportunity.” For us the opportunity came in the food scene back in 2015. Guy was operating BaconFest Naples and I was starting Restaurant Week. As foodies and event coordinators, we knew each other, but most importantly, we both understood the food scene was changing here in SWFL. The food was getting better, talented chefs were moving into the area, more and more restaurants were opening… But we had one problem, no one was talking about it. Of course there were a few great storytellers and reputable food writers here and there but nobody entrenched in it like we knew it needed to be. In the kitchen, shooting videos of cooking behind the scenes, eating (and drinking) with the chefs, and really building the identity of SWFL’s food culture.

We both believe in the power of community and supporting local businesses so we merged together. Restaurant Week was the beginning, Where To Eat 239 soon followed, and the rest is history.

You are also the co-founder of Sizzle SWFL Restaurant Week. When is Restaurant Week and what all does that entail?
Sizzle SWFL Restaurant is the Super Bowl of all food events. First, it’s 14 days long. It’s actually two weeks. There’s no event in SWFL like that. Second, it’s a grand opportunity to eat at the very best restaurants in SWFL for an affordable price. With our “Sizzle Council” of foodies we choose the best restaurants in SWFL, some of which are typically high end, places you may have heard of and never been to, and some that have been pillars here in the community for a really long time. During those 14 days, these 55+ restaurants offer three course menus for $26 or $36. It’s amazing. In 2018, we launched our Sizzle SWFL FGCU Food & Beverage scholarship and now, $1 from every meal sold is donated to Florida Gulf Coast University’s Resort and Hospitality Management program. The community and restaurants have been huge supporters of this, and last year we raised over $30,000 for the scholarship.

You are quite fashionable. Where do you do most of your shopping?
Well if I told you, then I risk people shopping at the same places. (Laughs.) I think like most people, I have my favorite places to shop. For everyday stuff, I swing into Dillard’s and Waterside Shops for Ralph Lauren and Saks Fifth Avenue. I have a couple suits from John Craig Clothier downtown. I hate to say it, but I’ve transitioned to a lot of online shopping, especially for shoes. It’s quicker with my busy lifestyle these days, and having a larger collection at your fingertips is unmatched.

There are a lot of great restaurants in SW Florida. Where are some of your favorite places to eat?
Politically I always say, “I have something I like at every restaurant,” but I’m sure that’s not the answer you’re looking for. (Laughs.) I’m always looking for flavor. I’ve been blessed to grow up with a mom that is a wonderful cook. Plus, I’m half Filipino and Puerto Rican and grew up in a diverse community in Jersey. Culture and ethnic food are my favorite foods in the world and if I’ve never tasted it before, the better. I need it all.

This list is too long but here are some of my favorites I can think of including Michael Mir’s Bha! Bha! Persian Bistro, the late night selection at Osteria Tulia and Bar Tulia with Chef Vincenzo Betulia, Veranda E at The Escalante with Mounir Loqman, Dos Sabores with Chef Ramiro Ruiz, Martin Fierro Argentinean and Uruguayan Steakhouse with Michael Jaenvega and the ramen from Namba Ramen & Sushi by Chef Koko.

Oh and of course, wings from the Bowland Beacon Naples and the quesadillas from the mom and pop shop behind Benson’s Grocery in Bonita.

You and Guy are doing a lot with Facebook Live. What have been some of your favorite interviews and where do you see Facebook Live going in the future?
Interesting enough we just took our team to San Diego for the one of the largest social media conferences in the world called Social Media Marketing World hosted by Social Media Examiner. It was awesome to see the future of social media and how important it’s becoming for a company’s marketing. As much as we do Facebook Live, I don’t think it’s at its peak yet. We love it but brands and marketers are still afraid to use it. I think it’s going to be the next big wave on how we choose products and attain our information regularly. Live engagement, questions answered in real time, real emotions and unscripted, segmented audiences.

Favorite Live interview was a few years back when we learned how to make a sushi burrito with Chef David Lani. It was our first video that I remember getting a lot of views and we had so much fun. There may or may not have been bourbon involved, but who knows. If it’s any indication how far we’ve come, recently we interviewed four chefs (at the same time) from Gordon Ramsey’s “Hell’s Kitchen” – Chef Barret Beyer, Chef Sterling Wright, Chef T and this year’s runner up Chef Bret Hauser. That was crazy and so much fun. We’ve been blessed to have opportunities to not just eat great food, but get to know the talented people behind the plates.

What makes a good restaurant great? Is it the service, the menu, the quality of the food, the price? Perhaps a combination of it all?
Definitely a combination. I think the sign of a good restaurant is one that is intentional about being memorable to the guest. Whether it’s offering items that you’ve never seen before such as game meats like antelope sliders and camel tacos, or world class customer service that includes even having a chair for you purse so it never touches the ground, or an ambiance that makes you feel like you’ve entered a whole another country right here in SWFL. If you can’t be good at everything, be great at a few things and run with it.

I know you appreciate a good glass of wine. What is your favorite wine?
Wine is one of those things I’ve been getting into gradually throughout the past two years as my palate has evolved and the food quality I’ve been eating has advanced. Eating out with chefs has its perks, and I’ve been fortunate to drink some great wines. My favorites currently are 2011 Venissa Dorona Rosso when I’m feeling like a baller and 2016 Juggernaut Hillside Cabernet Sauvignon when I’m home on a Tuesday night.

What else do you like to drink? Bourbon? Scotch? Gin? Beer?
Without a doubt my drink of choice is bourbon. I even have a light tan boxer dog named Bourbon. He’s cool. Right now I’m into the Japanese whisky phase. What they’re doing and how they’re blending aromas is amazing. Some of my favorites have a scotch body to it. I like scotch a lot too so it works.

Tell me more about your relationship with Big Brothers Big Sisters of SWFL.
Undoubtedly one of the best experiences I’ve ever had. I credit a lot of my success to having great people and mentors around me. I always wanted to be a mentor for those reasons, but I took the non-traditional route and dropped out of college to start in business and never thought I’d have that opportunity. A really good friend approached me because the Big Brothers Big Sisters of the Sun Coast was starting a mentorship program for aspiring entrepreneurs and felt that I would be a good fit. I went through the process and was paired with an amazing young man that just needed some direction. Sounded a lot like me coming out of high school. He’s a coder and website builder. The best part of my mentor experience is that I’ve been put in his life to help him, but he’s really the one teaching me more than he can ever imagine. It’s been humbling and gratifying in so many ways, I can’t explain it enough.

You like to play golf. When are we going to play? I would love to show you The Gold Course at Tiburón Golf Club.
I USED to like to play golf when I had time. Now I only get out in the summer, or if I’m lucky once a quarter. I’m following your lead, if you pay for golf, I’ll pay for dinner. (Laughs.)

Besides eating, what are some of your favorite things to do in SW Florida? What’s your favorite beach?
My favorite beach is the one without tourists. (Laughs.) I like going to Marco Island to have a few drinks at the JW Marriott Marco Island Beach Resort, either Tesoro or Ario then hitting the beach from there. If I don’t feel like driving, Barefoot Beach in Bonita is my jam.

I really love sports and being outdoors. Any time I can catch a Spring Training game or even the Fort Myers Miracle, I’m there. My schedule is so all over the place that any free time I have, I try to see family and catch up with friends.

When you order a steak, how do you like it cooked?
Medium rare only. Any darker and you might as well eat leather. Any lighter and you’re basically a vampire.

What’s the most you’ve ever spent on a meal? Was it worth it?
It’s not the most I’ve spent on a bill but this it’s definitely one of the most memorable (and safest for this interview). One of my favorite food cities is Chicago and last year I did an impromptu solo “food-cation.” While making my hit-list of must eats in the Chi on the plane up, I decided I have to go to the world renowned Alinea by Chef Grant Achatz. A restaurant friend of mine knows someone at the door and squeezes a reservation for me last minute. It’s something like $260 a person before wine and 10-13 courses. You can’t expect to go a Michelin 3-star restaurant and expect to pay Taco Bell prices. It’s all good, I was prepared and ready.

I arrive and little did I know, they don’t take reservations for parties less than two people. I haven’t even been in Chi four hours and there’s no more openings at Alinea for the next few days that I’m there. So I took it and had a dinner for two… By myself. I ate both dinners, something like 20+ courses and had one of the best culinary experiences of my life. The table next to me heard my story and bought me a bottle of wine on them. Even with wine covered my personal bill was $600. You only live once right? I told the story to Guy when I got back and his first question was, “Tell me you didn’t put that on the company card.” I didn’t, but his face was priceless.

If I could do it again, I wouldn’t change anything.

I watch a lot of foodie shows on YouTube. Are you familiar with Hot Ones? What about Randy Santel?
Oh yeah. Probably one of the better ones out there.

Speaking of Randy Santel, are there any restaurants in SW Florida with food challenges?
There’s tons but my favorite is the “Kitchen Sink Challenge” at Royal Scoop Bonita Springs. With Where To Eat 239, we partnered with owner Matt Moen and created this challenge that literally is inside a kitchen sink. It’s crazy but entertaining. The ingredients are:

● 20 scoops of homemade ice cream (you pick the flavors)
● Five waffle bowls
● One cinnamon vanilla waffle cone
● One peanut and chocolate dipped waffle cone
● One rainbow sprinkle chocolate dipped waffle cone
● One chocolate dipped waffle cone
● Four bananas
● Two cans of whipped cream topping
● Six heaping tablespoons of fudge rainbow sprinkles
● 20 royal maraschino cherries
● Three wet and three dry toppings of choice
● Chocolate syrup drizzle and sparklers

And you have an hour to complete the challenge. It’s a complete sugar overload and mega brain freeze waiting to happen. The first week we had some fierce competitors. All men. Big guys too that we really thought were going to demolish it. Nada, all failed. Badly too. One guy tapped out 36 minutes in. But like all great records, they were meant to be broken. A woman named Samantha Bloom called us and said she heard about it on the news, she wanted to try. Awesome. Naples Daily News catches wind that a woman competitor is accepting the challenge and they show up the day of. It’s getting close to challenge time so Guy calls her to send a reminder. She said she forgot about the challenge and just finished lunch but she’ll be there in 20 minutes. She has lasagna for lunch. When he told me, I said “Well then why is she coming?” She arrives and I figured she’d warm up with jumping jacks or something at least. Nope, she sits right down and we start the clock. 15 minutes in and the kitchen sink is halfway gone. 30 minutes in and she taps my shoulder and asks for more chocolate syrup. WHAT?! 44 minutes and she finishes the whole thing. We never saw it coming. Looks are very deceiving because she’s tiny and slender but defintely a has a huge appetite and an amazing metabolism. The best part of the story is that she had hibachi that night for dinner and got married one week later. She sent us a picture in her wedding dress. Bless her husband, because she won’t be a cheap date. (Laughs.)

You eat a lot, but stay in shape. How do you do it?
I went through a period in which I was so busy I didn’t work out at all and it was starting to affect me mentally. I was feeling lethargic all the time, not sleeping well. One of my mentors made a great point and said I have to be very intentional with my time and make exercise a point, not a burden. Whether it’s going for a long walk with my dogs or playing basketball, I just try to get out and do active things. Intermittent fasting has been a huge help since I turned 30.

I LOVE chicken wings. In your opinion, who has the best chicken wings in SW Florida?
Back before Restaurant Week and Where To Eat 239, I had my own food blog and it was National Chicken Wing Day. I went to Facebook and asked, “Where are the best wings in SWFL?” I received something around 150-200 comments and I swear to you, almost half kept telling me about the wings at the bowling alley on the corner of 41 and Pine Ridge Road next to some 7-Eleven. It caught me so off guard that I HAD to try it. The wings are amazing. Plump and juicy, fried to perfection. I always get my wings dry with sauce on the side.

For those that feel like arguing, drums are 1000% better than flats.

What’s next for Rafael J. Feliciano?
Hopefully a break. (Laughs.) Well I’d like to hope, more great food, more great business opportunities, and glasses of bourbon somewhere in-between!

The main focus right now is to grow and scale. The Restaurant Week machine is oiled and growing bigger year after year. We launched a marketing sector of our company last year so we can now take our SWFL food expertise and represent restaurants individually performing all their digital and traditional marketing and advertising services. Hired some extremely talented people on that side of the business too. We’re planning on launching another fantastic event idea that’s not food per se, but still encompassing the resort and hospitality industry. We plan on getting deeper involved in education for the culinary industry, dive into some real estate, and launch a video production side to our company. Who knows, maybe one day we’ll get lucky and have a TV show. I’ll make sure we have an interview for you.

Thank you for doing this, man. It is always a pleasure talking with you. In all of the interviews I do, I always give the artist the last word. Go.
A very close friend told me when I was young and stressed in my business, “You’re either growing or dying. If you’re not growing, then you’re waiting to die.” Also, another good friend told me, “No matter what you do in life, it’ll always be better in a nice pair of shoes.”