September was a good month for stories that made Asheville feel like a place to experience, not just a place to visit. Across the coverage, there was a real sense of the region's character: its quieter corners, its food and drink, its mountain communities, and the people who keep making this place interesting. Our clients were woven throughout those stories, giving us plenty to celebrate as we head into fall.

By the Numbers

17 media placements
4 clients recognized in Best of Asheville 2026
192 bottles of Oak & Grist's nine-year American Single Malt released

The Art of Slowing Down

Firelight at Shope Creek is the kind of property that naturally lends itself to slowing down, and September's coverage captured that beautifully.

In Garden & Gun's How to Experience Asheville Like a Local, Firelight appears as part of a slower, more lived-in way to experience Asheville. The story looks beyond the usual visitor checklist, focusing instead on the places and experiences that allow travelers to settle into the area.

TOWN Magazine took readers even further into the Firelight experience with Unplug and Unwind at Firelight at Shope Creek Near Asheville. The six-page spread leans into the property's analog, off-the-grid appeal, from losing cell service on the drive in to spending time stargazing, in the garden, and enjoying the sauna and hot tub. The story also points readers toward nearby Black Mountain, including Bev's Steak and Oak & Grist.

Firelight also appeared in Hotels Above Par's Your 24 Favorite Tiny Hotels, a reader-driven roundup of 24 small hotels around the world. The list highlights properties with 20 rooms or fewer, and Firelight was selected alongside stays in destinations including Italy, Mexico, Japan, and California. It's a strong bit of recognition for a property that has carved out its own place in the tiny-hotel space.

The Season for Exploring

As fall arrived, several stories expanded the focus beyond Asheville itself, showing how naturally the surrounding towns and mountain roads fit into the larger travel experience.

AVL Today featured Firelight and Oak & Grist in Hit the Road: A 20-Mile Getaway to Black Mountain, NC, building an easy getaway around the short drive from Asheville.

That regional perspective continued in Food & Wine's The Ultimate Guide to Eating Along the 469 Miles of the Blue Ridge Parkway, by Kayleigh Ruller. The story follows the Parkway through Virginia and North Carolina, using food to explore the communities and stops along the way. In Western North Carolina, Firelight is recommended as a place to stay, Jettie Rae's Oyster House is included for a Carolina oyster tasting in Asheville, and Bev's Steak appears among the Black Mountain recommendations.

Soprana Rooftop Cucina also found its way into the fall conversation closer to home. Asheville Citizen Times included Soprana and The Montford Rooftop Bar in its 2026 Asheville Rooftop Restaurant Guide for Fall, “Leaf Season”, highlighting two Asheville rooftops as the leaves begin to turn. Cardinal & Pine featured Soprana in its September things-to-do guide, and Yahoo Travel brought the restaurant into a broader fall getaway story with 5 Cozy Fall Getaways You Can Book With Points.

NINE YEARS IN THE MAKING

At Oak & Grist, September marked the release of something that had been nearly a decade in the making.

On September 4, the Black Mountain distillery released a nine-year American Single Malt made from Barrel #09, one of the earliest barrels it ever filled. The barrel was filled in May 2017 and spent nine years and 63 days maturing in the distillery's warehouse. Its ground-level location allowed it to mature more slowly than some of Oak & Grist's other barrels.

Only 192 bottles were made, and after nearly nine years of waiting for Barrel #09 to be ready, the limited release sold out.

The release generated coverage across the spirits world, including The Whiskey Wash, The Whiskey Reviewer, Breaking Bourbon, and Craft Spirits Magazine.

Local Love

September also brought some well-deserved local recognition.

The 2026 Best of Asheville Awards drew more than 255,000 votes and 1,800+ business nominations, giving locals the opportunity to recognize their favorite businesses across the region. Four OFTB clients were recognized by the Asheville community:

Asheville Proper — Silver, Steak
Jettie Rae's Oyster House — Silver, Seafood
The Montford Rooftop Bar — Gold, Rooftop Bar
Vinnie's Neighborhood Italian — Gold, Italian

For The Montford, the Gold Medal marks the third consecutive year the rooftop bar has been recognized. The award reflects a decade of building a restaurant and bar rooted in Asheville's food and beverage community, with local farmers, distillers, producers, and artisans represented throughout the experience.

Soprana's September coverage also offered a more personal look at the people behind the restaurant. On Pizza Today's Hot Slice, Philip Bollhoeffer discussed Soprana's pizza program, local sourcing, and the restaurant's response after Hurricane Helene.

Just six months after opening, Soprana became a place for media briefings, fed neighbors, and housed employees whose homes had been damaged. The restaurant ultimately received Pizza Today's Community Impact Award, adding another dimension to the month's coverage.

Looking Ahead

September gave us a lot to celebrate and set the stage for fall to settle into the mountains.

We're grateful to the editors, writers, photographers, producers, and hosts who continue to tell thoughtful stories about Asheville, Western North Carolina, and the people who make this place what it is.

October, and official leaf season, here we come!

The September Wrap-Up