The May Wrap-Up
May was one of those months that reminds me why I love hospitality PR.
My work is rarely about a single story. It's about helping great places, experiences, and people become part of larger conversations. Sometimes that means a national feature. Sometimes it's a television segment. Sometimes it's seeing hundreds of people show up for an event you've spent months helping bring to life.
May brought a little bit of everything.
Echo Mountain
One of the highlights was seeing Echo Mountain Recording featured in Garden & Gun's Southern Music Towns issue, both online and in print. As Echo Mountain celebrates its 20th anniversary this year, it was exciting to see one of Asheville's most important creative institutions recognized as part of the South's music story.
Firelight at Shope Creek
Firelight at Shope Creek continued one of the strongest media runs of any client this spring. The property was featured on PBS North Carolina's NC Weekend, giving viewers an inside look at the cabins, trails, and experience that owners Shari Robins and Amy Cavanaugh have created in East Asheville. Firelight also earned travel coverage in both Miami New Times (thanks for the assist, VisitNC!) and Trazee Travel, helping introduce the property to audiences well beyond Western North Carolina. From regional television to national travel media, the coverage reflected a growing interest in slower, more nature-immersive stays that still deliver thoughtful hospitality.
Parks Hospitality Group
Across downtown Asheville, Parks Hospitality Group picked up several notable mentions. Thanks to the coordination of Explore Asheville’s team, Meetings Today highlighted Asheville as a meetings destination, featuring Embassy Suites Asheville Downtown, DoubleTree by Hilton Asheville Downtown, and Soprana Rooftop Cucina as part of a planner FAM tour. Soprana and The Montford were also included in 828 News NOW's summer drinks guide, while The Montford earned another mention in a roundup of Asheville's best bars and pubs.
The Scheffer Group
For The Scheffer Group, May brought recognition on multiple fronts. Restaurateur Eric Scheffer was featured in The Local Palate'sspecial dining issue, joining other Southern chefs in reflecting on major culinary milestones and the future of hospitality.
The team also had plenty to celebrate at Explore Asheville's Heroes of Hospitality Awards. Willy Meadows of Vinnie’s Italian was honored among this year's six recipients, a well deserved recognition for someone who has helped shape Asheville's restaurant community through decades of service and leadership, and the group had four nominated finalists.
…and a sneak peek at The Majestic’s new sign ahead of opening, now slated for early July 2026.
Connect Beyond Festival
The month closed with one of my favorite projects of the year: Connect Beyond Festival.
After months of planning, the festival returned to The Orange Peel from May 29 through 31 with its strongest programming and audience to date. The weekend brought together artists, storytellers, filmmakers, musicians, creators, and community leaders for conversations, music and experiences that simply don't happen anywhere else. Watching attendees engage with the work, the ideas, and each other was a reminder that some events are about more than crowds…they’re about creating the conditions for meaningful connection.
Every feature, award, interview, and event helps tell a larger story about the communities and people doing remarkable work.
