The July Wrap-Up
By the Numbers
14 media placements
5 national publications, including Architectural Digest, AFAR, Tasting Table, Travel Magazine, and MSN
7 stories generated around the opening of The Majestic
3 special events
1 major restaurant opening
1 culinary leadership announcement
1 restaurant anniversary celebrated
Over the course of the month, our clients appeared everywhere from Architectural Digest to Tasting Table, celebrated major milestones, welcomed new culinary talent, opened one of Asheville's most anticipated restaurants, and earned recognition on one of the country's established live fire cooking stages.
After months of planning, Eric Scheffer's newest restaurant, The Majestic officially opened in North Asheville. Before opening day, we hosted a media preview for local journalists, photographers, and creators, resulting in seven stories introducing the restaurant to the community. Coverage appeared in AVL Today, Asheville Citizen Times, Mountain Xpress, local food publications, and creator channels, helping build excitement before the public ever walked through the doors.
It was exciting to watch months of strategy quickly turn into meaningful visibility for a restaurant that has already become one of Asheville's most talked about new openings.
Elsewhere in the Scheffer Group family, Jettie Rae's Oyster House celebrated six years of serving Asheville while bringing back its Sunday Social series, creating another reason for locals to gather around fresh seafood and summer afternoons. Owner Eric Scheffer was also featured in a six-page spread in WNC Magazine exploring his love of Argentinian cooking and live fire hospitality.
Firelight at Shope Creek was featured by Architectural Digest as one of the most beautiful Airbnbs in the United States, while The Montford Rooftop Bar earned national travel coverage from both AFAR and MSN as one of Asheville's best rooftop bars.
The Montford
Vinnie's Neighborhood Italian was recognized by Travel Magazine for delivering the kind of classic Italian cooking that feels timeless, and Soprana Rooftop Cucina was named North Carolina's best restaurant with a view by Tasting Table.
July also marked an important new chapter for Soprana.
Following its recognition in the inaugural Michelin Guide American South, Soprana welcomes a new culinary leader that brings decades of experience from some of the country's most respected hospitality groups. Executive Chef Jon Cropf brings nearly three decades of hospitality experience and more than 12 years as an executive chef, having led acclaimed restaurants, luxury boutique hotels, and destination resorts across the country. Before joining Soprana, Cropf served as Executive Chef at the nationally recognized Trummer's on Main in Virginia, where the restaurant received three stars from The Washington Post, was a James Beard House guest chef, and named a multi year RAMMY Award finalist for Fine Dining Restaurant of the Year.
His career also includes executive leadership roles with Avocet Hospitality Group, overseeing celebrated restaurants including The Drawing Room, BLU Restaurant, The Rooftop, and The Vendue Hotel in Charleston, as well as culinary leadership at Tahoe Mountain Club, where Wild Goose was recognized by Bon Appétit among Lake Tahoe's best restaurants. Throughout his career, Cropf has developed a reputation for pairing refined technique with approachable hospitality while building high performing culinary teams and driving sustained restaurant growth.
Asheville Proper once again participated in Heritage Fire, one of the country's premier live fire cooking events. Watching Chef Jason Sweeney and the team compete alongside some of the region's best chefs was a reminder that the strongest stories begin with exceptional work and creative talent.
Executive chef/partner Kyle Martin and GM/partner Sunshine Martin of Cafe Violette in Blowing Rock hosted a full house alongside Rise Over Run Wine’s Chris Thornbury at their Châteauneuf du Pape & the Rhône Valley wine dinner. Guests enjoyed rare and refined French wines alongside summery rustic dishes: bourride with salt cod and rock shrimp, fougasse with corn butter, prime rib, smoky ratatouille, and blackberry clafoutis. Châteauneuf-du-Pape is a renowned, robust red wine from the Southern Rhône Valley in France. Known as "The Pope’s New Castle," it was the first official French wine region established in 1936.
Meanwhile, Oak & Grist took folks back in time to a summer of nostalgia with their first annual Camp Oak & Grist, marking a record day for visitors. Everyone enjoyed old school camp games, a BBQ cookout, cocktails and drink specials, and celebrating with friends old and new.
We're grateful to every editor, writer, photographer, creator, and producer who continues telling thoughtful stories about the people shaping hospitality across Western North Carolina.
Now we're turning the page to August, with even more stories already in motion.
