Jonathan Cristaldi made waves across the country this spring with his über-zany New York subway feast. Arty prankster, wine apostle, and Great Gatsby fanboy (he signs his emails “Sent from West Egg, summer of 1925”), Cristaldi recently went bicoastal, splitting his time between Pacific Heights and Williamsburg, Brooklyn. Culture Feed caught up with the natty jetsetter to find out his thoughts on the SF food scene, bringing wine culture to the masses, and plans to shake up his newly adopted city.

Culture Feed: So what brings you West?

Cristaldi: Well I’ve been running my traveling wine saloons in New York for awhile, but it makes sense to spend time where U.S. wine got its kick-start. [Ed. note: S.F. event is August 26.] If I’m going to base a career around wine, I need to know the people behind the product.

CF: Tell us more about the saloons.

Cristaldi: I host events that pair wine with food in a casual setting. The goal is to help educate people, to remove that air of mystery and mystique around wine and have some fun with it. You can come to one of my saloons with absolutely no prior knowledge, and you’ll leave with the confidence to trust your own palate. You’ll also leave a little bit trashed.

CF: Let’s do some compare and contrast: Pac Heights versus Williamsburg.

Cristaldi: Oh Jesus, they couldn’t be more different. Williamsburg is a thriving place, a hub of young people, kitschy bars and coffee shop culture, whereas Pacific Heights is kind of the opposite — nothing but well-manicured lawns and big estates. I walk by Danielle Steele’s house almost every day; I figure if I stare creepily through the gates enough times, she’ll have to invite me in. But seriously, this would not be my first choice in neighborhoods if my wife didn’t have family here.

CF: How does the San Francisco food scene compare to New York? (Yes, it’s a loaded question.)

Cristaldi: I’ll try to be diplomatic with this one. I think both cities are doing incredible things, with innovative chefs and mixologists and all that. The big difference is obviously the ingredients. San Francisco chefs have a lot more fresh, local stuff at their disposal, which gives them a serious advantage.

CF:You’re a dapper guy. How does fashion here match up with NYC?

Cristaldi: You’re killing me here! (laughs) Let’s just say that I don’t think people in San Francisco plan their outfits quite as…carefully as New Yorkers. On the upside, summer weather here is a lot more conducive to wearing my three-piece suits. Humid and 100 degrees? Not so much.

CF: Are you planning any subway lunch-style pranks for the Bay Area?

Cristaldi: Wouldn’t you like to know? I’m working on a few different ideas but I don’t want to rush things. We used the New York subway for our last project because it’s a beautiful, iconic part of everyday culture in that city. We plan to use something in the San Francisco cityscape that is similarly familiar, yet totally unexpected as a backdrop.

CF: Any hints?

Cristaldi: You know that guy on YouTube who races through the streets of Paris at top speed? That one got me thinking…