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When the pandemic shut down caterers in 2020, “Jackie and I stayed in business by delivering charcuterie boxes to homes. Later in 2018, LaMonaca and Jackie McMahan, a caterer and friend from culinary school, merged their catering efforts to form Finesse Catering and Events. After that, friends started asking if I could cater this party, that party,” LaMonaca said. “When my daughter’s first birthday rolled around, I did this big spread for her birthday party. In 2017, after giving birth to the first of her two children, a daughter, she took a break from her culinary career.

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She enrolled in the culinary program at the old Art Institute of Las Vegas, hoping to expand upon her professional background in fitness and nutrition.īefore graduating with high honors in 2016, LaMonaca interned at Alizé, André Rochat’s restaurant atop the Palms, where Vetri Cucina is now.

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If many social media creators offer a window on their worlds, LaMonaca offers only a keyhole.ĭoes she ever allow viewers to see the full kitchen or her home beyond?

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Or, more accurately, they drop by a slice of that kitchen: a patch of Calacatta marble, a cutting board, a burner, a sauté pan, a quick look at cabinets and hood.

“You can learn to sear a steak in one minute, or 20 minutes on YouTube.”Įvery week, hundreds of thousands of people drop by LaMonaca’s kitchen for that quick fix. “It takes out all those lulls,” the chef said. The draw of TikTok, versus a longer-form (and more slowly paced) cooking video, is apparent. A ring light and extendable lights clamped to the counter illuminate the action. After that, a Gooseneck clamp with a flexible arm holds her smartphone, which captures up-close preparation from overhead. Shooting in the kitchen of LaMonaca’s Summerlin home follows a standard format.Ī Sony digital camera on a tripod captures LaMonaca smiling and presenting the finished dish. If anyone is thinking of doing food content, they need to keep that in mind.” There’s two hours of footage - a lot of different shots, a lot of different clips - edited down to one minute. ”There’s research, planning, shopping, recipe development, recipe testing. Recipe below ⬇️ #pulledpork #pulledporksandwiches #ovenpulledpork ♬ Players – Coi Lerayīehind each rapid-fire demonstration lies about eight to 10 hours of work, LaMonaca said. These are dishes people can make - from cheesesteak footballs to pulled pork sandwiches, from BLT-stuffed cherry tomatoes to pancakes stacked into Christmas trees, from braised short ribs to low-cal low-carb dishes to tips on reducing kitchen waste. The videos are entertaining while also being useful. They combine even lighting, quick cuts of the recipe steps and brisk cheerful narration.

LaMonaca’s videos run less than a minute, with many around 30 seconds. (She shoots for at least 100,000 per video.) “You feel down on yourself. “Sometimes, you start noticing a lower number of views,” LaMonaca said. Social media has begun to generate a real livelihood for the chef, one that depends on her creativity and talent, yes, but also - significantly - on the whims (eyeballs, clicks, swipes, shares) of strangers. “If you take a break, TikTok sees that, and it’s hard to get back in the swing of things.” “You constantly have to post, constantly keep up the interest for new followers,” she said. And so LaMonaca keeps her eye on the numbers, with TikTok her main channel.

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In Vegas, a city brimming with “influencers” trying to mooch free drinks, meals, tickets and whatnot because they can point a smartphone, LaMonaca is truly influential, as witnessed by the social reach that brought her $100,000 in brand partnerships last year, she said.īut what the numbers bring they can also repossess if the flow of content and views isn’t maintained. She has achieved these numbers in less than three years.

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The Las Vegas chef, caterer and social media cyclone ( has 1.9 million followers and 28.1 million likes on TikTok, 217,000 followers on Instagram and 255,000 subscribers on YouTube, all for her short snappy videos on how to cook small bites, platters, healthy meals and other dishes, especially for holidays. Cannon/Las Vegas Review-Journal) LaMonaca keeps her eye on the numbers. The caterer and chef has 1.9 million followers on TikTok. TikTok star Genevieve LaMonaca shows her recipe for short ribs and chocolate covered strawberries at her Las Vegas home Thursday, Feb.

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