POSTED ON: February 27, 2019 BY: Meredith Rosenberg

50 State of Fun Festivals

In the past decade or so, Greenville has evolved from a small city in the Blue Ridge Mountains that few beyond the region knew about, to a major food epicenter. Today, Greenville’s Euphoria festival has become a must-have ticket for foodies, with Michelin-starred chefs headlining the four-day affair. But guests can also expect an impressive showing of many of the region’s most notable chefs, as well as numerous opportunities to partake in wine seminars, cooking demonstrations and multi-course dinners. And since it’s not a festival without music, live performances are integral throughout the weekend. The popular Sunday Supper serves as the grand finale, with everyone dining family-style at long farm tables — and usually sells out fast.

Click here to see all of the other fun festivals in each state!


POSTED ON: February 7, 2019 BY: Ariel Turner

Top food journalists coming to Greenville’s euphoria

euphoria has partnered with VisitGreenville SC to host The Association of Food Journalists (AFJ) Awards this September during Greenville’s annual food, wine and music festival.

“We are beyond excited about this, as it is a great opportunity to host dozens of the country’s top food journalists during our festival,” says Morgan Allen, executive director of euphoria. “This aligns perfectly with our mission to shine a spotlight on Greenville’s thriving culinary scene.”

The AFJ is a professional organization dedicated to preserving and perpetuating responsible food journalism across media platforms. The AFJ Awards will be held on Sept. 19, 5-7 p.m., at Avenue. euphoria runs Sept. 19-22 this year.

“Food writers always look forward to euphoria, and we’re thrilled to give them another reason to put the festival on their calendars,” says Hanna Raskin, AFJ president and food editor of The Post and Courier in Charleston, S.C. “Just like euphoria, AFJ is committed to recognizing and celebrating people who have demonstrated creativity, excellence, and integrity in their craft.”

The AFJ gives awards in 16 categories, including audio food coverage; business coverage; policy coverage; restaurant criticism; newspaper food coverage and newspaper food feature, with winners based on circulation size; magazine coverage; special food projects; and others.

The first AFJ Awards Competition took place in 1986. In the last 30 years, hundreds of judges have reviewed thousands of entries with one common goal – to recognize and perpetuate excellence in food journalism.

euphoria will be working with several of its valued community partners to provide programming for these journalists while they’re in town. They will also be invited to stay for euphoria and spend the weekend exploring downtown Greenville and all it has to offer.

“We are honored to welcome the AFJ to Yeah, THAT Greenville in 2019,” says David Montgomery, Vice President of Sales for VisitGreenvilleSC. “Hosting this group of the country’s most respected food journalists during euphoria is the perfect opportunity to showcase Greenville’s buzzing and inventive culinary scene.”

The AFJ Awards will take place from 5:00 p.m. – 7:00 p.m. on Thursday, September 19, 2019 at Avenue. The association will be giving out awards in 16 categories, including best audio food journalism; best food business story; best story on food policy; best restaurant criticism; best food coverage; best special food project; and others. Entries are now being accepted to the 2019 AFJ Awards Competition. The contest is open to all journalists. First-place winners in each category will receive a cash prize of $300. The deadline for submissions is March 4, 2019.


POSTED ON: January 24, 2019 BY: Ariel Turner

euphoria announces A Southern Remedy ticket sales and culinary line-up

It’s time to party, euphoria-style. In case you’re not familiar, that means unlimited food options, bottomless bevs, and great local music.

On Feb. 21, euphoria, Greenville’s premier food, wine, and music festival, will host “A Southern Remedy: Comfort Food, Booze & Tunes,” in partnership with TOWN, from 7-10 p.m. at Zen.

The annual event will highlight newcomers to the Upstate’s culinary scene, including Bobby’s BBQ, Due South Coffee Roasters, El Thrifty, Foxcroft Wine Co., The Lost Cajun, Moe’s Original Bar B Que, and Todaro Pizza.

Look for specialty cocktails from Zen, featuring Larceny Bourbon and Tito’s Handmade Vodka, wines from Crazy Beautiful Wines, and beer from Stella Artois, Quest Brewing Co., and Sierra Nevada. The evening’s live music and entertainment will be provided by local favorite My Girl My Whiskey & Me.

“September may seem a long way off, but it’s never too early to start thinking about euphoria,” said Morgan Allen, euphoria’s executive director. “We are excited to host A Southern Remedy and showcase some of the Upstate’s newest and most anxiously awaited restaurants. We’ve revamped our newest annual event and we look forward to kicking off the 2019 festival season.”

All-inclusive tickets are $50 and can be purchased online at


POSTED ON: January 18, 2019 BY: Thrillist Travel

8 Underappreciated American Cities You Need to Check Out This Year

Greenville, South Carolina

Great weather, a business-friendly environment, and exciting events are putting Greenville on the map

It doesn’t have the hipster buzz of nearby-ish towns like Asheville and Charleston, but Greenville, South Carolina is on the up-and-up. To make it “the most liveable and beautiful city in America,” Greenville’s multi-term mayor has pushed through incredible civic initiatives, creating low-rent artist studios along the Reedy River and trading a highway in favor of a pedestrian bridge overlooking Falls Park. Miles and miles of hiking and biking trails call for exploration, and 300 days of great weather invite exciting food and music festivals to take over the city. Signature fests include euphoria, a four-day food-and-wine fest in September, and Artisphere, a mid-May blowout when dozens of art and food vendors descend on the main drag.

Want to check out the 7 other under appreciated cities? Click here.


POSTED ON: January 3, 2019 BY: Lily Rogers

19 Cities that must be seen in 2019

Greenville, SC

The appeal: Speaking of getting in on the ground floor, it may already be too late to call yourself an early adopter of Greenville. As it’s making a lot of lists these days—and for good reason—you’ll want to get in before the secret’s fully out.

Stay: Animal fans will find plenty to love at Aloft Greenville Downtown, which features a dog adoption program in the lobby. Guests can even take the dogs out along the on-property dog walk.

Do: Arts and culture make up a large part of the social calendar, so be sure to schedule time for favorite events like Artisphere, culinary-centric euphoria, and the Greenville Scottish Games.

Eat: Well, Greenville, where do we start? With your plethora of delightful restaurants, the onus of choice is upon us, so here are some standouts: Jianna for modern Italian in a beautiful atmosphere and Willy Taco Feed & Seed for hand-held flavor bombs with a margarita chaser.

Check out the link below to see all of the other cities that must be seen in 2019!


POSTED ON: September 25, 2018 BY: Ariel Turner

euphoria 2018 Sunday recap

Sunday of euphoria food, wine, and music festival goes something like this:

The morning starts with some well-earned and worth-it pain from the previous three days — pain from dehydration, pain from not being 22 anymore, pain from eating way too much because it was all right there in the open and no one was judging.

And then there’s the pep talk — you’re a professional and an adult, you’ve previously met adversity with vigor and pizzaz, so why should the next eight hours of eating and drinking be a problem? (See above for reasons.)

But, regardless, you arrive Sept. 23 to the tents near Fluor Field for the outdoor Sunday Brunch, which is the best deal of the weekend, and you are suddenly overwhelmed with the urge to drink a blood orange mimosa, which you chase down with a cup of Due South Coffee cold brew. Solid move.

Then it’s on to the food. Barbecue was the theme, but it wasn’t just about the meat. Two of the most refreshing bites were a salmon lox with marinated cucumbers and salmon roe from The Darling Oyster Bar (Charleston) and a quickled (quick-pickled) cucumber, shallot, and preserved summer chillies from Watershed (Atlanta).

But this is no time to focuss on health food. In terms of the meat, hands-down the best bite of the day was Elliott Moss’ (Buxton Hall Barbecue, Asheville) whole hog barbecue with greens and green beans. And to be clear, the greens and beans were absolutely the best part because they were cooked under the hog in those magical salty, fatty drippings.

Meanwhile, South Carolina Chef Ambassador Sarah McClure of Southside Smoke House (Landrum), turned out a “Figgy Pig Slider” that Charleston food blogger and published author Candice Townsend said was her favorite bite during brunch. Neither of us is wrong.

Another function of these big tent events is to introduce new talent coming to the Greenville market. HenDough from Hendersonville gave us a sneak peak at the doughnuts they will soon be slinging at Gather GVL food hall in the West End. Another new HenDough concept coming to Gather, Mercado Cantina, showed off its Mexican-inspired chilaquiles.

The brunch-time entertainment was provided by the killer acoustic band My Girl My Whiskey & Me, who elicited cheers and whoops after almost every inventive cover they played.

Not to be outdone, over on the main stage, the Greenville County Schools Healthy Lunchtime Throwdown showed off the culinary talents of four current students and their Michelin-starred sous chefs. The winner, with a hoisin-glazed salmon, was William Stephenson of Mauldin High and his side-kick chef Brandon Jew of Mister Jiu’s (San Francisco). Stephenson’s winning recipe will be added to the Greenville County Schools menu for the duration of the 2018-2019 school year.

After a brief hiatus between events, it’s time for Sunday Supper. There’s a reason this event sells out quickly every year. The family-style dinner at the Wyche Pavilion on the Reedy River with the chefs cooking on a stage at the end of the structure closest to Larkin’s is the perfect showcase of Greenville as both a tourist location and food destination.

There’s also a reason those who bought tickets early either don’t show or give their tickets away. Two-ish words: couldn’t hang. But for those of us brave (or stupid) enough to push through the euphoric exhaustion, there’s no other place we’d rather be.

This year, North Carolina chefs Joe Kindred of Kindred restaurant and Craid Deihl of Hello, Sailor showed why they continue to receive high praise from national press. The dishes, such as deviled hamachi collar, Grandfather’s Pickles, a watermelon salad with puffed black rice, Greenbrier Farms porchetta, and whole roasted snapper were approachable but certainly not ordinary.

The Lazy Goat’s chef Wilbert Sauceda rounded out the chef crew, adding an eggplant zalouk “lasagna,” along with green beans and roasted cauliflower.

After 14 savory dishes were served with accompanying bourbon cocktails, it was time for three desserts (and yet another cocktail) from Kindred and Hello, Sailor corporate pastry chef Justin Burke-Samson and The Lazy Goat pastry chef Tania Harris.

By the end of the night, the sun had set, the tipsy folks were cheers-ing to anything that came to mind, and the country tunes of up-and-comers Reverie Lane reverberated from the pavilion in a final send-off.

Cheers to another successful, sensory-overloading, and perfectly exhausting euphoria weekend. Bring on the juice cleanse.



POSTED ON: September 11, 2018 BY: Ladan Nikravan Hayes

An eater’s guide to Greenville, SC — one of the best food cities in America

The South is famed for its food, but some cities stand out as culinary destinations even among the red-hot competition. Greenville, South Carolina’s burgeoning dining scene continues to draw travelers from all over and national accolades for its fare. (Fitting, since Greenville is home to Michelin’s North American headquarters.) In fact, Zagat has named Greenville the “#1 Under-the-Radar Southern Food Destination,” Southern Living “One of the South’s Tastiest Towns” and Esquire “The Next Big Food City of the South.” The menus and festivities are ever-changing, but this fall is a great time to visit.

Four choices to consider this fall, for foodies and road-trippers alike

In the south, the fall is always welcome, as hotter days turn into mild ones and the leaves put on a show. If you’re wanting to take full advantage of this time of year, consider these four events that offer plenty of food, drinks and activities for the whole family.

euphoria, presented by Lexus: This highly anticipated weekend-long event includes exclusive tasting events, cooking demonstrations and wine seminars, as well as multi-course dinners and live musical performances. It features domestic and international wines, celebrity chefs, master sommeliers, and national recording artists. Founded in 2006 by platinum-selling singer and songwriter Edwin McCain (who does, in fact, perform during the festival) and restaurateur Carl Sobocinski (of the famed Table 301 Restaurant Group), this annual event shines a spotlight on Greenville, South Carolina’s thriving culinary and arts communities. Proceeds from euphoria fund Local Boys Do Good — created to benefit local non-profit organizations.

  • Dates: September 20-23, 2018
  • Details: This is much more of an upscale festival featuring food, wine, and music, with most events offered for those 21+. To go to all of Euphoria’s events, VIP passes range from $895 – $1,195 ticket. Individual event tickets range from $35 – $450.

Read the rest of the article here.


POSTED ON: September 4, 2018 BY: Lynn Freehill-Maye

When marketing meals, K-12 schools think outside the lunch box

Productive partnerships

Plenty of districts capitalize on National School Lunch and National School Breakfast weeks as a launch pad for promotional events. In Prince William County, Ronk’s team came up with the idea to hold a National School Lunch Week Chant Challenge two years ago. Students submitted two-minute videos promoting school lunch or nutrition with cheers and rhymes. The district was amazed that a third of its schools participated, including many high schools. The winner at each level was given a giant check for $500 that the school could spend on wellness programs, such as gardens or a rock wall.

When Ronk delivered the check to the winning high school, she was blown away by the enthusiasm—and still gets goosebumps remembering it. Cafeteria staff were featured in the winning video, and they stepped out to be recognized at the awards presentation, too.

“It’s easy to get the little kids more excited about being in the cafeteria, but [at the high school], they went crazy,” Ronk says. “The walls were shaking. We had the cafeteria staff walk out. I think the staff had no idea how their students thought about them. I was really touched by it. Our ladies were, too.”

Partnerships with local restaurants, culinary competitions and even a food festival round out the special events in Greenville. Cafeteria Takeovers began at the district in 2016 as collaborations with some of the higher-end local restaurants where students aspire to eat. Chefs work with cafeteria staff on the entire menu, including dishes like a whole-hog barbecue or certified Angus beef short rib sliders with truffle fries. To stoke foodservice career ambitions, the program has also held culinary competitions since 2015. Teams of four high schoolers spend two weeks perfecting their recipes before having a live cook-off. The winners get their recipe on a school menu.

And Euphoria Greenville, a four-day food, wine and music festival that regularly draws Michelin-starred chefs, gives the Greenville school food program more visibility. During the festival’s Sunday brunch events, which bring in around a dozen of the nation’s best pit masters, Urban arranges for four kids to prepare food on stage in front of almost 400 people as part of a kids’ cooking competition.

“It’s the coolest collaboration,” he says. “Everything drives participation in one way or another. Through our pop-up events and competitions, we get different press and different publicity. We show that we’re committed to providing the greatest school food possible.”

Read the full story here.


POSTED ON: July 11, 2018 BY: Ariel Turner

Six Michelin-starred chefs join 2018 Euphoria lineup

The 13th annual Euphoria Food, Wine and Music Festival has announced this year’s roster of six Michelin-starred chefs. The 2018 participating chefs with one- and two-star distinctions include Sean Gray of Momofuku Ko in New York City, Matthew Accarrino of SPQR in San Francisco, Brandon Jew of Mister Jiu’s in San Francisco, Karen and John Shields of Smyth in Chicago, and Vivien Durand of Prince Noir in Bordeaux, France.

Since the early 1900s, the highly regarded Michelin Guide has identified and awarded stars to establishments serving the highest-quality cuisine. The one-, two-, and three-star designations take into account the quality of ingredients, mastery of techniques and flavors, levels of creativity, and consistency.

This year’s Michelin-starred chefs will participate in the following festival events:

Two-star Michelin chef Sean Gray and his partner Su Wong Ruiz of Momofuku Ko will team up with chef Sean Brock for the already-sold-out Michelin Takeover Dinner on Friday, Sept. 21, at Husk Greenville. Gray previously participated in the 2015 Coast to Coast Euphoria dinner hosted by Restaurant 17 with three-starred chef Curtis Duffy, formerly of Grace in Chicago, which closed in 201

Avid cyclist and one-starred Michelin chef Matthew Accarrino of SPQR can be found at Cycling With Chefs on Thursday, Sept. 20, at Hotel Domestique, and on Saturday, Sept. 22, he will participate in the Upstate Pairing at Stella’s Southern Brasserie along with Stella’s chefs Jason Scholz and Jeff Kelly. In fall 2017, Accarrino participated as a cyclist in the Gran Fondo cycling event hosted by George Hincapie at Hotel Domestique and Restaurant 17, where he also was one of several guest chefs for the Friday night event.

The multicourse dinner event Seeing Stars: A Michelin-Starred Dinner at Soby’s on Saturday, Sept. 22, will feature chefs who have not previously participated in Euphoria or any other Greenville culinary experience. One-star Michelin chefs Brandon Jew of Mister Jiu’s and Vivien Durand of Prince Noir will join two-star Michelin chef couple Karen and John Shields of Smyth for the dinner hosted by Soby’s chef Shaun Garcia.

Sunday wraps up the Michelin experience with the Healthy Lunchtime Throwdown, the festival’s signature kids’ recipe and cooking contest. Entrants are required to submit original recipes that are healthy, delicious, and economic. Based on these criteria, finalists will be selected by a panel of judges to participate in a live cooking challenge on Euphoria’s main culinary stage with assistance from the festival’s visiting Michelin chefs.

Michelin has had a presence in Upstate South Carolina since the opening of the company’s first U.S.-based factory in 1975, only made stronger when Michelin moved its North American headquarters to Greenville in 1988. Michelin’s increased involvement in Euphoria over the years has helped pave the way for the festival to bring in more esteemed culinary talent each year.



Euphoria in Greenville: Southern Food Festival Draws Big Names

CONVERSATIONS ECHOED around the lobby of the Hilton in Greenville, South Carolina, which was packed with guests for the town’s annual Euphoria Greenville food, wine, and music festival, held each September. As the home of Michelin, the tire company and publisher of the coveted Michelin restaurant guide, the city of just under 70,000 people is able to bring in some of the country’s best Michelin-starred chefs, and has since 2006. The 2017 festival brought Chef Dominique Crenn, a James Beard Award-winner and owner of Atelier Crenn and Bar Crenn in San Francisco.

My admiration for Crenn began from an episode of Chef’s Table on Netflix. She has a pure spirit, unpretentious and unabashedly herself; a genuine curiosity about others; and doesn’t let the constraints of expectations burden her mind. So as I checked into the hotel, I had a mental checklist of two things to accomplish: report this story, and meet Dominique Crenn.

She was holding a Q&A at Michelin headquarters not long after I arrived that Friday. I would check in, settle in to my room, and call a Lexus for a ride over—the car manufacturer sponsors the event with a fleet of brand-new SUVs, which local volunteers shuttle guests around in. I hit an immediate snafu: My hotel room wasn’t ready.

I stood near the front desk, debating whether to wait for the room and miss Crenn’s speech or wear my traveling clothes for the rest of the day and get into the room later. And then she was there, in the lobby, 20 feet from me, holding a cup of Starbucks coffee, in a pink-and-blue plaid shirt. Even in sunglasses, she was unmistakable.

I made my way over to her, trembling at the thought of meeting this person, a champion for women in the food industry, accidentally ignoring chefs Matthew Krenz of The Asburyin uptown Charlotte and John May of Durham’s Piedmont Restaurant on my way. Sorry, chefs.

I got close enough to talk to Crenn, and made a joke about how I was surprised to see the honored guest loitering around the hotel lobby. I told her how much I appreciated what she was doing for women. I hoped she would live up to the person I had built up in my head.

She shared that she’d recently taken a DNA test, and that the results were diverse—“I’m black, white, yellow, purple,” she told me. I asked her opinion on how journalists can help normalize diversity in kitchens, and we discussed the difficulty of working in the restaurant industry in expensive cities such as San Francisco or New York. For 20 minutes we chatted, and her disregard for the status quo was inspirational. I asked her for a selfie before she left, and immediately called my friend Fahima to tell her how incredible Crenn was before going to see her speak.

That night brought live music and samples at the Taste of the South event, which takes place in what was once a Duke’s mayonnaise factory. There were familiar faces—Krenz and May, Clark Barlowe of Heirloom, Ashley Boyd of 300 East—cooking that night. Thomas Marlowe of Mimosa Grill and Bruce Moffett of Barrington’s took part in a guest chef event centered around chicken the next night, while Scott Hollingsworth of Rare Roots Hospitality took part in the massive Saturday afternoon tasting tent with samples of wine, liquor, and food.

The dinner of Michelin chefs takes place Saturday night, one of the event’s most coveted tickets. It was there that Crenn cooked, along with chefs Curtis Duffy and Michael Mina. I didn’t attend, however—my husband and I were at The Big Easy bash, where we kept returning to see Chef Joe Trull from Grits & Groceries in Belton, South Carolina. I’d never heard his name, but after each return to his booth for more fresh beignets, I wondered why. As we spoke to the chef, I recalled something Crenn said about recognizing more diverse talent. The chefs are there, she told me, but we just need to find them, beyond the pages of the top 100 lists. Here was one, right in front of me, with beignets that could compete with the best of New Orleans.

The next time I attend, my goal at Euphoria will be a little different. And it will be here at home, too. It’s easy to admire the chefs that are always in front of you. It’s more special to find the ones who deserve your support, and help showcase their talent to others.

This year’s festival takes place September 20-23. Tickets for Euphoria Greenville are on sale now at, and packages range from $170-$1,195.