About euphoria


euphoria Food, Wine, and Music presented by Lexus is a highly anticipated four-day festival that 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, sommeliers and renowned singer/songwriters.

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

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

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


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 $315,000 in cash and in-kind donations to deserving charitable organizations.

2019 Charitable Partners

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euphoria Staff & Board


Morgan Allen: Executive Director

Executive Director

Morgan Allen

  • Hometown: Brunswick, Georgia
  • What I love about #yeahTHATgreenville: It instantly felt like home
  • Favorite Menu Item: Tomato Pie from Grits & Groceries
  • Must have wine: Rosé
  • First Concert: The Backstreet Boys
  • Favorite Playlist: A mix with every decade and genre
Mary Frances McAlister: Event Coordinator

Event Coordinator

Mary Frances McAlister

  • Hometown:  Greenville, SC
  • What I love about #yeahTHATgreenville:  I love that I have been able to watch Greenville grow!
  • Favorite Menu Item:  Soby’s Spicy Pimento Cheese
  • Must have wine:  Any red
  • First Concert:  The Cheetah Girls
  • Favorite Playlist:  Any Motown and Adele


  • Amy Vanderwerff, Board Chairman, Gordon Food Service
  • Beth Rusch, Greenville Drive
  • Valerie Pascoe, Vice Chair, Hughes Agency/Michelin
  • Caroline Inman, Dixon Hughes Goodman LLP
  • Heather Meadors, Secretary, Elliot Davis
  • David Merline, Merline & Meacham
  • Laurie Jax, Treasurer, Stephen Jax & Associates, Inc.
  • Dr. Heather Heaton Barker, Hi-Tech Family Dentistry
  • Gina Boulware, Table 301
  • Jamie Emory, The Upstate Children's Musuem
  • Jennifer Snow, Prisma
  • Jessica M. Fisher, Michelin North America, Inc.
  • Kelly Byers, PeaceCenter/City of TR
  • Kelly Nunn, VGSC
  • Matt Cotner, SunTrust
  • Megan Early, Attorney
  • Michael Thacker, Sales
  • Neetu Patel, Sycamore Investment Group
  • Seph Wunder, RealOp Investments
  • Susan O'hanlan, Sealevel Systems
  • Susan Schwartzkopf, Community Journals LLC
  • Tammy Johnson, High Spirits Hospitality
  • Tim Grant, Jade Mountain Investments
  • Carl Sobocinski, Emeritus Status, Table 301
  • Kurt Schumacher, Legal Counsel, Schumacher Law, LLC