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

The application for euphoria’s 2019 charitable partners will be available beginning in May of 2018. euphoria’s current charitable partners for the 2018 festival can be found on the right side of this page.

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? We will open registration for the competition in May of 2018.


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 $290,000 in cash and in-kind donations to deserving charitable organizations.

2018 Charitable Partners



euphoria Staff & Board


Morgan Allen: Event Director - Food & Beverage

Event Director - Food & Beverage

Morgan Allen

  • Hometown: Brunswick, Georgia
  • 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: Rosé
  • First Concert: The Backstreet Boys
  • Favorite Playlist: A mix with every decade & genre
Jennifer Dennis: Event Director - Logistics & Music

Event Director - Logistics & Music

Jennifer Dennis

  • Hometown: Greer, SC
  • 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: A French 75
  • First Concert: Garth Brooks
  • Favorite Playlist: 70s or 80s Top 40 Hits


  • Amy Vanderwerff, Board Chairman, Gordon Food Service
  • Jack Bacot, Board Vice Chairman, Elliott Davis
  • Michelle Williams, Treasurer, South State Bank
  • Valerie Pascoe, Secretary, Michelin/Hughes Agency
  • Linda Lee, Freelance Writer/Editor
  • Heather Barker, Hi-Tech Family Dentistry
  • Gina Boulware, Table 301
  • Tammy Johnson, Liquid Catering
  • Heather Meadors, JHM Hotels
  • Dr. Jay Motley, Greenville Anesthesiology
  • Neetu Patel, Sycamore Investments
  • Rosylin Weston, Greenville–Spartanburg International Airport
  • Laurie Jax, Stephen Jax & Associates
  • Caroline Inman, Dixon Hughes Goodman
  • Kurt Schumacher, Legal Counsel, Schumacher Law, LLC
  • Carl Sobocinski, Emeritus Status, Table 301