About euphoria


Founded in 2006 by platinum-selling singer/songwriter Edwin McCain and restaurateur Carl Sobocinski, euphoria educates, entices, enlightens and entertains.

This highly anticipated four-day event includes exclusive tasting events, intimate musical experiences, cooking demonstrations and wine seminars, as well as multi-course dinners and live music concerts. Dedicated to excellence, euphoria features domestic and international wines, award-winning chefs, master sommeliers and renowned singer/songwriters.

Every September, euphoria shines a spotlight on Greenville, South Carolina’s thriving Culinary and Arts Communities. Greenville, situated at the foothills of the Blue Ridge Mountains, stands out with it’s award-winning downtown, vast entertainment options and diverse population.

Supporting the community, proceeds from euphoria fund Local Boys Do Good, the 501 (c)(3) created to benefit local non-profit organizations. euphoria, a destination event for attendees from near and far, impresses all with its passion for quality and value.

The objectives were four-fold:

  1. To create a destination event for food, wine and music lovers across the country
  2. To highlight the Culinary and Arts Community of Upstate South Carolina
  3. To promote tourism in Greenville, SC
  4. To raise money to give back to the community

We are no longer accepting grant applications for 2017. Please check back with us in May to be considered for 2018.

Looking for information about our events? Check out our Events & Tickets page or our FAQs!

Interested in submitting a recipe for the Healthy Lunchtime Throwdown?
Please visit this page. The deadline for submissions is August 14th.


euphoria seeks to present a first-class, four day event for food, wine and music lovers that raises significant funds for charities, while also enhancing the reputation of Greenville, South Carolina as a premier culinary and tourism destination for both national and international attendees. While euphoria shines a spotlight on this gem of a city that we have the pleasure of calling home, it also exists for charity.

euphoria is organized and presented by Local Boys Do Good (“LBDG”), a non-profit organization exempt from taxation under Section 501(c)(3) of the Internal Revenue Code. Proceeds from euphoria are distributed by LBDG through direct grants to charitable organizations - mostly in upstate South Carolina - that focus on providing sustenance to those in need (food, hunger, and health), educating (through music, performing arts, or otherwise), or supporting children. These areas of focus are consistent with the charitable interests of LBDG’s Founding Directors and Board.

Since its inception in 2006, LBDG has received more than 150 grant applications and requests. Since 2006, euphoria (and LBDG) has distributed more than $250,000 in cash and in-kind donations to deserving charitable organizations.

2016 Charitable Partners

SC Childrens Theater A Child's Haven Mill Village Farm Live Well Greenville Logo
$250,000 given to charity over the past decade

euphoria Staff & Board


Photo of Executive Director, Brianna Shaw


Brianna Shaw

  • Hometown: Englewood, Ohio
  • Years as a Southerner: 7
  • What I love about #yeahTHATgreenville: Family time with the "Fab four" @ Fall s Park
  • Favorite Menu item: Bacon Bros. Public House Brussel Sprouts
  • Must have cocktail: American Grocery Beer Jam Manhattan
  • First Concert: GoGo's & Flock of Seagulls
  • Favorite Playlist: Uptown Funk
Photo of Associate Director Morgan Allen


Morgan Allen

  • Hometown: Brunswick, Georgia
  • Years as a Southerner: My whole life
  • What I love about #yeahTHATgreenville: It feels like home
  • Favorite Menu Item: Stella's Southern Bistro's Happy Cow Buttermilk Fried Okra
  • Must have wine: The Rosé flight at American Grocery
  • First Concert: The Backstreet Boys
  • Favorite Playlist: A mix with every decade & genre
Photo of Associate Director Jennifer Dennis


Jennifer Dennis

  • Hometown: Greer, SC
  • Years as a Southerner: My entire life
  • What I love about #yeahTHATgreenville: Walking downtown and experiencing how friendly everyone is
  • Favorite Menu Item: The Lazy Goat Fried Goat Cheese
  • Must have cocktail: Gin Bucket with Basil at Roost
  • First Concert: Garth Brooks
  • Favorite Playlist: 70s or 80s Top 40 Hits


  • Taryn Scher, Board Chairman, TKPR
  • Amy Vanderwerff, Board Vice-Chairman, Gordon Food Service
  • Michelle Williams, Treasurer, South State Bank
  • Linda Lee, Secretary, Freelance Writer/Editor
  • Jack Bacot, Elliott Davis
  • Heather Barker, Hi-Tech Family Dentistry
  • Gina Boulware, Table 301
  • Tammy Johnson Boyanoski, Liquid Catering
  • Heather Meadors, JHM Hotels
  • Dr. Jay Motley, Greenville Anesthesiology
  • Valerie Pascoe, Michelin/Hughes Agency
  • Neetu Patel, Sycamore Investments
  • Kurt Schumacher, Legal Counsel, Schumacher Law, LLC
  • Carl Sobocinski, Emeritus Status, Table 301
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