Foodies who are hungry to learn about some of Norfolk’s 600 independent eateries can now enjoy Season 3 of “City With Bite.” Coined by VisitNorfolk, Norfolk’s leading Tourism agency, the video campaign has helped propel Norfolk’s food scene past the challenges of the pandemic by featuring some of these restaurants, breweries, and distilleries through the eyes of a local.
City with Bite got its start prior to the pandemic – in 2019 – when Visit Norfolk considered ways to promote the city by showcasing its understated food scene. They had partnered with local advertising and branding agency SWAY Creative Labs, who broached the idea of a culinary campaign.
The concept came to life on camera through local creator Jarell Williams – better known by his brand Nomarama. Food is Jarrell’s love language, as is supporting small businesses, so he saw City With Bite as an extension of his brand, which embraces authenticity through the lens of travel, food, and lifestyle. Since Nomarama got its start back in 2013, hosting pop-ups with local restaurants, blogging, cooking, and partnering with local brands offered Jarrell a way to provide a platform for people who shared his passions. This hobby soon evolved into collaborations with local and regional tourism groups across the state and up the Eastern seaboard. While he grew up a “typical suburban kid”, Jarrell craves adventure and encourages others to travel off the beaten path, as he often does with his two sons and partner, Heidi-Joy. This exploration has been momentous for him, as a man of color traveling in Virginia. He’s eager to share the power of play with others, serving as an example to others to celebrate their authentic self.
From the start, Jarrell brought this philosophy to his work with VisitNorfolk. At the time, VisitNorfolk was already working with him in a small-scale capacity, around various food-inspired initiatives and events. According to Visit Norfolk Communications Manager Paige Hawsey, it felt like a natural progression to invite Jarrell to help tell Norfolk’s culinary story. Such was the inception of “City With Bite,” a playful, cheeky tagline that pays homage to Norfolk’s vibrant foodscape. Filming began in the Fall of 2020, and Season 1 went live in early 2021. The series launch didn’t come without challenges; the pandemic put a pause on the creation of the series, as everyone shifted to focus on safety and navigating the changing industry. At the same time, it provided an impetus to offer these small businesses visibility through the show and demonstrate the industry’s resilience. While the initial “episodes” were intended to be a collection of short reels and highlights, production rapidly evolved their concept to that of a miniseries.
Jarrell brought charisma to the concept, eager to uncover the story of the people behind some of Norfolk’s most loved establishments. “It’s beautiful to see what they talk about and to get to see them light up.”
Production noted that Jarrell’s effortless conversation and energetic presence made it “easy for [them] to do their job,” and no doubt it has captured viewers’ attention, too. From social media interactions, shares, and restaurant feedback, the show’s reception was unprecedented. Local audiences had fallen in love and scrambled to support their favorite homegrown restaurants. The day the My Mama’s Kitchen episode was released, so many viewers stopped by that the restaurant ran out of food. People came clamoring from afar, too – VisitNorfolk and Jarrell have met foodie fans who say the series inspired their move to Norfolk.
The first two seasons focused on Norfolk’s neighborhoods; a tribute to the city’s diverse identity. Eateries such as El Rey 2, Tamarind, and Crudo Nudo made an appearance, as Jarrell sat down with the owners of these establishments to converse, chow down, and celebrate the success of these hidden culinary gems. Season 3 represents a slight departure from this premise, and instead boasts a lineup of classic Norfolk staples, including Yorgo’s Bageldashery, Alkaline, Vessel Craft Coffee, and Doumar’s, to name a few.
VisitNorfolk contends that the series is just one of several efforts that are helping to transform Norfolk from a “nice to see” destination to a “necessity” destination. So far, the success of the series has unlocked clues about the future of tourism in Norfolk, and things look promising. City with Bite has supported the reinvigoration of Norfolk’s food scene post-COVID – its July 2021 debut alone helped garner 3500 hotel bookings, 2500 attraction visits, and 45,000 restaurant visits. Nearly two years later, tourism continues to grow as a key economic driver of the city, bolstered by the support of locals who embrace and promote Norfolk’s unique identity.
Hungry for more? Viewers can catch the episodes at https://www.citywithbite.com/.
Rachel Reiss
Talbot Park, NFK
Rachel Reiss moved to Norfolk in 2021, and, true to her native Floridian roots, has been enjoying life near the beach. Since her day job as an HR Program Manager has gone remote, it offers her the flexibility to explore the area’s rich history, culture, and diverse food scene in her spare time. She is also a passionate pianist, aspiring yogi, and self-proclaimed health nut who loves to cook. Rachel lives near Talbot Park with her husband, Phil - a CHKD resident - and their Maltese, Minnie.
