The American Lamb Board Rocks Out at Sobe

Lambs

Those lambassadors sure love lamb!Photo: Josh Ozersky

Most of the focus at Sobe is on the big celebrity-driven events (and, of course, the parties that follow them), but the event also functions as an immense trade show by the sea. But since it’s Sobe, it has to be slick. The American Lamb Board — the trade group for America’s lamb farmers — is spreading its message via a dozen unnaturally busty, scantily clad lambassadors; a booming sound system playing old hip-hop and R&B; and Lonesome Dove chef Tim Love cooking up lamb sirloins on a big stage. Add four cocktail stations and vaguely sexualized slogans (again, about lamb) like “More Than a Nice Rack,” and you’ll find yourself at one of the festival’s most popular tents.