of food in our bellies, music in our souls and building a community
SEPTEMBER �� – ��
20 years. WHAT DOES THIS MEAN FOR EUPHORIA?
I’ve been asked the same question repeatedly since we wrapped the 2024 season, and the magnitude of reaching this milestone can’t quite be summed up in a few paragraphs.
I find myself reflecting with deep gratitude, excitement, and awe at how far we’ve come and how much further we will go together. What started as a small culinary and music gathering in Greenville has grown into a nationally recognized festival, a true celebration of everything that makes this community—and this industry—so special.
euphoria also can’t be quantified by only numbers, though there are some we really love to share to give a glimpse into the festival’s purpose and reach—like 45 and counting charitable organizations we’ve supported through our 501(c)3, Local Boys Do Good, since 2006; the 200 chefs, beverage professionals, and musicians who will join us for the 20th anniversary; $140,000, the amount we donated across seven charities in 2025; and $5 million, the economic impact we had on the Greenville area in 2024.
While these and many more statistics are helpful, and impressive, what makes euphoria truly meaningful is intangible.
As I approach my 10th year with euphoria, I’ll never forget my very first festival back in 2016. I had only been living in Greenville for four months when I walked into that first event, unsure of what to expect. What I experienced was nothing short of magic— world-class talent, passionate people, and a sense of connection that was impossible to ignore. I was hooked from the start.
When I stepped into the executive director role in 2018, I quickly learned just how much joy (and hard work!) goes into making this weekend unforgettable. I’ll never forget dancing at Party in the Park at Trailblazer Park with Mary Frances and Alexandra—we were running on fumes, but fueled by sheer happiness. Those moments—the laughter, the music, the shared meals—are the heartbeat of euphoria and the kinds of memories we can’t wait to continue making with you.
This year’s lineup is especially celebratory, and I’m thrilled to share a few events I’m most excited for as we kick off this milestone weekend:
Aged to Perfection will once again open the festival with unmatched energy. If you joined us last year, you know this event sets the tone—and with Steel Toe Stiletto returning to the stage, we’re starting our 20th year on a serious high note that will have all of us dancing before the last song.
After several years without a headliner, Party in the Park returns to Fluor Field, and I couldn’t be more excited for The Vegabonds and St. Paul & The Broken Bones to rock the West End.
And by popular demand, Sunday’s Feast by the Field: Jazz Brunch Edition is back! This has been the No. 1 most-requested event to bring back, and we’ve reimagined it to blend the nostalgia of the original with fresh, exciting new elements. It’s going to be a perfect way to close out the weekend.
Of course, the magic of euphoria often happens between the marquee events—the intimate experiences, creative chef collaborations, and hands-on tastings and classrooms that make this festival so uniquely personal for every guest.
From meet-and-greets with icons like Daniel Boulud and José Andrés to building lifelong friendships with chefs and guests who return year after year, this festival is built on connection, community, and passion. euphoria is a celebration of the best things in life that bring us together.
Here’s to 20 years full of meaning and unforgettable memories— and to many more still to come.
With heartfelt thanks,
P.S. Be sure to check out our 20th Anniversary mural at
Mary Frances McAlister (Strategic Event Manager), Alexandra Rutland (Marketing & Hospitality Manager), Morgan Allen (Executive Director), Hannah Wiedner (Assistant Coordinator)
Every year, euphoria puts Greenville center stage—a vibrant, thriving city we're proud to call home. While we love welcoming newcomers to experience the charm, flavor, and creativity that make Greenville so special, our mission goes beyond celebration. We're deeply committed to fueling the local economy and giving back to the community that helped shape this festival from the ground up.
THE HISTORY of euphoria
What began in Greenville, SC as a spark between a restaurateur and a musician has ignited into one of the Southeast’s premier food, wine, and music festivals. Now celebrating 20 incredible years, euphoria has evolved from a passionate idea into a beloved four-day experience that draws attendees from across the country. This milestone year marks two decades of unforgettable flavors, soulful sounds, and unmatched hospitality.
Over the last 19 years, euphoria has built its reputation on exclusive tasting events, intimate musical performances, hands-on cooking demonstrations, engaging wine seminars, and unforgettable multi-course dinners. As we toast to twenty years of euphoria, we’re turning up the volume, raising our glasses higher, and diving even deeper into the vibrant community that makes it all possible.
euphoria’s mission has four main objectives :
• To promote tourism in Greenville, SC
Renowned for its up-close-and-personal culinary, musical, and educational experiences, euphoria puts you front and center with celebrated chefs, award-winning musicians, craft brewers, master sommeliers, and one-of-a-kind events you won’t find anywhere else.
As a nonprofit festival, euphoria is proud to give back by supporting local charities and uplifting the Greenville community that has fueled its success. The festival is also committed to championing the food and beverage industry by providing mental health resources and emergency assistance during times of unexpected crisis. Whether you're a longtime fan or a first-time guest, this milestone year is the perfect time to eat, sip, and listen like never before.
• To create a destination event for food, wine, and music lovers across the country
• To highlight the culinary and music arts community of Upstate South Carolina
• To raise money to give back to the community
euphoria is also devoted to supporting the food & beverage industry with mental health support and emergency assistance when facing unanticipated crises.
Read more about our charitable partners on page 24.
�� YEARS. ��+ CHARITIES. $5 Million Economic Impact.
Scan to learn more about our 501(c)(3) organization & community impact.
TICKETS ON sale now
All-inclusive tickets, discounted ticket packages, and hotel packages are available online at euphoriagreenville.com .
While many events are sold out, there are still several mouthwatering events to choose from. Be sure to secure tickets soon, as most events sell out in advance.
All events are held rain or shine, and many Signature Events are outside, so please plan accordingly.
Ticket holders must be at least 21 years of age to attend all euphoria events—there are no exceptions. Please bring a valid form of ID to all events.
Tickets are non-refundable. Visit the euphoria Ticket Exchange to inquire about tickets to sold out events or sell general admission tickets to events that you can no longer attend. See page 12 for more details.
Can’t find your ticket? Visit the website FAQ page for help reprinting tickets. You can also download the SquadUP App to view all of your purchased tickets.
Have additional questions?
View the FAQs on our website or contact us at: (864) 617-0231 // info@euphoriagreenville.com
FRINGE events
Fun, funky, and often thrifty, there will be something for everyone!
We’ve joined forces with some of our amazing partners to ensure that you have the ultimate foodie experience. There will be food- or drink-related happenings that are not official euphoria ticketed events occurring throughout the festival weekend!
TITLE SPONSOR
Supported by Camperdown Plaza �7 TH WEDNESDAY, SEPTEMBER
Cheers to 20 Years!
venue: Camperdown Plaza time: 6-8pm price: Free
Kick off the festival weekend with a free community concert in Camperdown Plaza as we celebrate 20 years of euphoria! Gather with friends, family, and fellow music lovers for an unforgettable evening filled with live music, great vibes, and the spirit of community.
This special anniversary event is a thank you to the community for two decades of incredible support—so come ready to sing, dance, and make memories as we set the stage for an unforgettable festival weekend.
Twenty years of food in our bellies, music in our souls, and building a community. We’ll cheers to that.
Listen: Kami Ocean & The Rhythm
Welcome to Greenville, SC, where waterfalls grace our city center and mountain views fill the horizon. Family-friendly activities and an international food scene await your discovery. It’s time to find your not-so-ordinary vacation. This Is The Life. This Is Greenville.
THURSDAY, SEPTEMBER
songwriter ’ s Recipe
In partnership with Insperity
Supported by Performance Foodservice, United Community Bank, Monkee’s of the West End, Liquid Catering, iHeart Media, WSSL 100.5
venue: Roam Greenville ONE Center time: 6-10pm price: $160
We’re euphoric to present an exclusive, behind-the-scenes experience with legendary songwriters Tim Nichols, Kelly Archer, and Wynn Varble. These acclaimed artists have written chart-topping hits for icons like Tim McGraw, Reba McEntire, Jason Aldean, Jo Dee Messina, Carrie Underwood, Brad Paisley, Garth Brooks, and more.
The evening begins with a cocktail hour featuring bites from Chef Tony Schmidt of Performance Foodservice, setting the tone for a night full of flavor and unforgettable storytelling.
Settle in with a handcrafted cocktail and enjoy a night where every note and every bite tells a story. This intimate, one-of-a-kind evening brings the magic of music and flavor together in perfect harmony.
Eat: Tony Schmidt (Performance Foodservice)
Sip: Magnetic South Brewery, Tito’s Handmade Vodka, Maestro Dobel Tequila, Pendleton Whisky, wines courtesy of Republic National Distributing Co., Fever-Tree
Listen: Kelly Archer, Tim Nichols, Wynn Varble
Songwriter's Recipe 2025 Playlist
Eat. Sip. LISTEN.
THURSDAY, SEPTEMBER
aged to Perfection
Supported by Suntory Global Spirits, Synovus Bank, Monkee’s of the West End, Events at Judson Mill, Social Events & Design, Ridge Media, Liquid Catering, Greystar
venue: Events at Judson Mill time: 7-10pm price: $135
Get ready to raise a glass, hit the dance floor, and party like it’s 2006! Join us at the Events at Judson Mill for a high-energy night of bold flavors, smooth bourbon, and electrifying beats from Steel Toe Stilletto. An all-star lineup of chefs will be serving up globally inspired bites, perfectly paired with signature cocktails from Suntory Global Spirits, plus plenty of beer and wine to keep the good times flowing. Don’t just stand there—grab a drink, find your groove, and help us kick off our 20th anniversary in style!
Eat: Chef T (Chef T Culinary Concepts), Claudia Amezquita (Modelo Private Dining and Luna Café), Derick Wade (Coastal Catch), Ken Frazier (Woodside Bistro), Luke Owens (Native – Fine Diner), Mikel Anderson (Coastal Crust), Rafael Alcantar, Jr. (Omni), Russ Moore (Slightly North of Broad), Ryan Gomez (SOL GVL), Sarah McClure (Southside Smokehouse), Stephan C. Baity (Pop’s Secret Seasoning), Tania Harris (Larkin’s Catering), Tarciani Harger (Soby’s New South Cuisine)
Sip: Banshee Winery, -196 Vodka Seltzer, Haku Vodka, Hornitos Tequila, Magnetic South Brewery, Maker’s Mark Bourbon, Roku Gin, Knob Creek Bourbon Whiskey, Magnetic South Brewery, Charlotte Beverage Distribution, Fever-Tree
Listen: Steel Toe Stiletto
Party in the Park
In partnership with JPMorganChase
Supported by Spinx, Gordon Food Service, Suntory Global Spirits, Monkee’s of the West End, The Local Palate, West End Events at Fluor Field, Social Events & Design, Ridge Media, Liquid Catering
venue: Fluor Field at the West End time: 7-10pm price: $150
We’re bringing the party back to Fluor Field, and this year, it’s bigger, bolder, and bursting with sound as we celebrate 20 years of euphoria in unforgettable style. Set within the heart of downtown, the iconic Greenville Drive stadium transforms into an open-air venue filled with music, flavor, and vibrant energy.
The evening kicks off with the Southern rock charm of The Vegabonds, setting the tone with driving rhythms and feelgood vibes. Then, St. Paul & The Broken Bones take the stage with their electrifying mix of soul and funk—delivering powerful vocals, dynamic instrumentation, and a magnetic performance that fills the field with unforgettable energy.
On the culinary front, indulge in bold bites from top regional chefs, each dish crafted to showcase creativity and flavor. Expertly made cocktails, regional brews, and carefully selected wines round out the experience with pairings that complement every moment.
With world-class music, elevated bites, and the unmistakable buzz of downtown just beyond the outfield, Party in the Park isn’t just a concert—it’s the celebration of the weekend, and a standout moment in euphoria’s 20-year legacy.
Eat: Brandon Carter (FARM), Chef T (Chef T Culinary Concepts), Chris Coleman (Built on Hospitality, LLC), Claudia Amezquita (Modelo Private Dining and Luna Café), Craig Kuhns & Vinnie Bienish (The Cook’s Station), Dallas McGarity (The Fat Lamb), Derick Wade (Coastal Catch), John Lewis (Lewis Barbecue), Jorge Barrales (Papi’s Tacos), Luke Owens (Native – Fine Diner), Matt Register (Southern Smoke BBQ), Monique Mickle (The Darling Oyster Bar), Orchid Paulmeier (One Hot Mama’s), Rachel Mazur (Gordon Food Service), Shai Fargian (Yafo Kitchen), Tony Luu & Jimmy Nguyen (Potluck GVL), Wes Fulmer (Hampton Street Vineyard), Whitney Thomas (Mazi), Clare’s Creamery, Flora and Fauna, Greenville County Schools Food & Nutrition Services, Spinx Cluk Truk, We Got The Beets
Sip: -196 Vodka Seltzer, Haku Vodka, Hornitos Tequila, Magnetic South Brewery, Maker’s Mark Bourbon, Roku Gin, FeverTree, wines courtesy of Southern Glazer’s Wine & Spirits, Charlotte Beverage Distribution
Listen: The Vegabonds, St. Paul & The Broken Bones
Feast
In partnership with Lowes Foods
by the
Supported by Sealevel Systems, Discover South Carolina, Oris, RYOBI, Comerica Bank, Cayson Designs, Beltram Foodservice Group, Prisma Health, Bridge City Health, Monkee’s of the West End, US Foods, West End Events at Fluor Field, Social Events & Design, Ridge Media, The Greenville News, Liquid Catering, Closet Factory, Living in South Carolina, CB Events
SATURDAY, SEPTEMBER
venue: Fluor Field at the West End time: 12–4pm price: $105
Feast by the Field is euphoria’s biggest tasting event—and the ultimate celebration of flavor, craftsmanship, and culinary creativity. Whether you’re a longtime fan or a first-time guest, get ready to sip, sample, and savor your way through an incredible lineup of chefs, winemakers, brewers, and distillers.
Catch live cooking demonstrations on the Eat & Sip Stage, enjoy fresh brews and bites from Lowes Foods, and discover standout dishes from the South Carolina Chef Ambassadors, all showcasing the best in locally sourced ingredients and seasonal flair.
Set against the lively backdrop of Fluor Field, the atmosphere buzzes with energy—great food, refreshing drinks, and live music, so sit back & imbibe, as our largest tasting event is the perfect Saturday (and Sunday) fun-day!
Eat: Adam Morris (InkdChef), Artina Lindsey (Pink Salt Chef), Aquila Moné (The Tasti Plate), Brandon Velie (Juniper), Carl Miller (Rita’s Seaside Grille), Christina Miller (Bert & T’s Desserts), Darren Smith (Rivertown Bistro and Bonfire Taqueria), Elaina Ruth (Treat God), Eugena Talley (The Herbal Farmercy), Griffin Bufkin & Mark Hanna (Southern Soul BBQ), Jason Cote & Alex Ojeda (Kiawah Island Golf Resort), Jeanne Koenigsberg (Swamp Rabbit Cafe and Grocery), Jeff Allen (Millers All Day), Jennifer Spears (The African Violet Tea Co.), Jessica Shillato (Spotted Salamander), John Ondo (The Atlantic Room & Ryder Cup Bar), Leslie Rohland (The Cottage Café Bakery & Tea Room), Lewis Donald (Sweet Lew's BBQ), Monique Mickle (The Darling Oyster Bar), Quintin Middleton (Middleton Made Knives), Randall Knight (Nard’s Backyard BBQ), Rob Masone (Kounter), Shuai Wang (Jackrabbit Filly and King BBQ), Troy Arnold (Pasta Guru), Augusta Street Market, Good To Go, Greenville County Schools Food & Nutrition Services, Harvest Kitchen, Lowes Foods, MooHogz BBQ, Sobremesa Mole & Salsa, Wölfe Cutlery, The Gaj Kitchen, The Melting Pot, The Ottaray Raw Bar & Taphouse, Upcountry Provisions
Sip: -196 Vodka Seltzer, Bell’s Brewery, Chandon Garden Spritz, Charlotte Beverage Distribution, Chateau Ste. Michelle Winery, City Scape Winery, Contrary Cow, Deep Eddy Vodka, El Mayor Tequila, Evergreen Family Wines, Fess Parker Winery & Vineyard, Foley Family Wines & Spirits, Garage Beer, González Byass, Haku Vodka, Hennessy, High Wire Distilling, Hornitos Tequila, INSÓLITO Tequila, Liquid Catering, Lowes Foods, Magnetic South Brewery, Maker’s Mark Bourbon, New Belgium Brewing, Penelope Bourbon, Proximo, Republic National Distributing Co., Roku Gin, Sallie’s Greatest Jams & Simple Syrups, Shyft, St. Royale Vodka, Stateside Urban Craft Vodka, Stone Ashe Vineyard, Surfside, Tequila Ocho, Tito’s Handmade Vodka, Wine Water, Yee-Haw Brewing Co.
Listen: Night Owls
Field
And for those who want more, there’s good news: Feast by the Field is two full days. Choose your day or double down with a discounted two-day pass and make the most of every bite. We look forward to hosting more locals during Feast by the Field (Sunday) this year by offering an exclusive discount of $�� off per ticket!
Be sure to select this ticket option if you have an Upstate, SC billing address to access the discounted price.
On Sunday, the experience pays homage to one of euphoria’s most beloved traditions—Jazz Brunch—with chefs serving up creative brunch bites and smooth sounds from The Soda City Brass Band and JAVA Entertainment filling the air. It’s a perfect blend of elevated food, laid-back rhythm, and undeniable euphoria energy.
Eat: Adam Kirby (Bistro 217 and Rustic Table), Adam Morris (InkdChef), Amy Fortes (Flipside Restaurant), Erica McCier (Indigenous Underground), Griffin Bufkin & Mark Hanna (Southern Soul BBQ), Jason Tufts (The Village Café), Jeff Allen (Millers All Day), Lewis Donald (Sweet Lew's BBQ), Monique Mickle (The Darling Oyster Bar), Orchid Paulmeier (One Hot Mama’s), Quintin Middleton (Middleton Made Knives), Randall Knight (Nard’s Backyard BBQ), Stephanie Bolden (Chef Stephanie Bolden & Co.), Stufona Latta (Bake Your Mark), Troy Arnold (Pasta Guru), Vickie Zambrano (Curean), Wölfe Cutlery, The Belgian Waffle Cart, The Gaj Kitchen, Harvest Kitchen, DeMarco’s Italian, Lowes Foods, Sobremesa Mole & Salsa, The Farehouse, The Melting Pot, The Peddler, The Ottaray Raw Bar & Taphouse
Sip: -196 Vodka Seltzer, Bell’s Brewery, Chandon Garden Spritz, Charlotte Beverage Distribution, Chateau Ste. Michelle Winery, City Scape Winery, Contrary Cow, Deep Eddy Vodka, El Mayor Tequila, Evergreen Family Wines, Foley Family Wines & Spirits, Garage Beer, González Byass, Haku Vodka, Hennessy, High Wire Distilling, Hornitos Tequila, INSÓLITO Tequila, Liquid Catering, Lowes Foods, Magnetic South Brewery, Maker’s Mark Bourbon, New Belgium Brewing, Penelope Bourbon, Proximo, Republic National Distributing Co., Roku Gin, Sallie’s Greatest Jams & Simple Syrups, Shyft, St. Royale Vodka, Stateside Urban Craft Vodka, Stone Ashe Vineyard, Surfside, Tequila Ocho, Tito’s Handmade Vodka, Wine Water, Yee-Haw Brewing Co.
Listen: Soda City Brass Band, JAVA Entertainment time: 11am-3pm price: $105 | Local's Ticket $90
We’re thrilled to bring back one of euphoria’s most heartwarming fan-favorites—the Healthy Lunchtime Throwdown, happening during Feast by the Field (Sunday)!
This spirited cooking competition features four talented student chefs from Greenville County Schools, each paired with an inspirational chef acting as their sous chef in a high-energy, head-to-head cook-off. The winning dish will earn a spot on the Greenville County Schools menu rotation for the upcoming school year!
NOT SURE WHICH SIGNATURE EVENT IS FOR YOU? We’ve got you covered...
FOR THE COCKTAIL ENTHUSIAST
Bold flavors, smooth bourbon, and electrifying beats from Steel Toe Stiletto collide at Aged to Perfection! The phenomenal chef lineup will feature global flavors and eclectic bites accompanied by signature cocktails, beer, and wine to keep the good times flowing. Get ready to raise a glass, hit the dance floor, and party like it’s 2006!
FOR THE FOODIE WHO LOVES GREAT MUSIC
Party in the Park is bigger, bolder, and bursting with sound! Get ready for a rhythm-fueled night as The Vegabonds and St. Paul & The Broken Bones ignite the stage with unforgettable energy. Indulge in flavorful bites from top regional chefs, along with cocktails, craft brews & wine to satisfy your thirst.
FOR THE FIRST-TIMER
(or the One Who Wants a Taste of it All):
If you’ve never been to euphoria before, Feast by the Field is a great place to start. Sip, sample, and savor your way through an incredible lineup of chefs, winemakers, brewers, and distillers. Plus, catch cooking demos, head-to-head competitions, and live music. It’s the ultimate celebration of flavor, craftsmanship, and culinary creativity.
CRAVING A MORE INTIMATE EXPERIENCE?
Hear the stories behind the songs with legendary songwriters at Songwriter’s Recipe, indulge in one of our unforgettable Guest Chef Dinners, or sharpen your skills with one of our hands-on educational experiences.
Looking for tickets? NO LONGER ABLE TO ATTEND AN EVENT?
The euphoria ticket request form is the only official resale or waitlist option for festival tickets.
Through this form, guests who are no longer able to attend a sold-out event have the opportunity to resell their tickets, while those who are interested in attending have the opportunity to do so. All tickets are safely & securely processed by euphoria, so guests know they are receiving valid festival tickets issued in their name
Lunch & LEARNS
In partnership with Performance Foodservice
THURSDAY, SEPTEMBER �� TH CYCLE & REFUEL
venue: Restaurant 17 time: 10am-2pm
price: $120 Cycling + Lunch | $90 Lunch Only
OLD STORIES & A NEW MENU
venue: Roost time: 11am-2pm price: $95
AN EDIBLE ODYSSEY
venue: CAMP time: 11:30-1:30pm price: $165
UNITED TASTES OF AMERICA
venue: The Vista time: 12-2pm price: $90
AL FRESCO IN PARIS
venue: Passerelle Bistro time: 12-2pm price: $90
FRIDAY, SEPTEMBER �� TH PEDAL TO PICNIC
venue: Topsoil Kitchen & Market time: 11am-3pm
price: $145 Bike Tour + Lunch | $85 Lunch Only
FIELD OF FLAVORS
venue: Wine House at Hartness time: 12-2pm price: $90
Cheers to over 39 years of powering innovation in our community! Sealevel is proud to support Greenville’s signature celebration, and proud to be a part of the vibrant culture that makes the Upstate shine!
venue: Soby’s New South Cuisine time: 6pm price: $450
Eat: Carole Iida-Nakayama (n/naka, Los Angeles, CA) *
Niki Nakayama (n/naka, Los Angeles, CA) *
Daeik Kim (Jungsik, New York, NY) ***
Jordan Kahn (Vespertine, Los Angeles, CA) **
Kyle Swartzendruber (Soby’s New South Cuisine, Greenville, SC)
Nico Abello & Jon Buck (Table 301, Greenville, SC)
Sip: Mission Grape Distributors, T. Edward Wines
Sunday SUPPER
In partnership with Certified South Carolina
Supported by The Barn at Sitton Hill Farm, Table 301, Beltram Foodservice Group, Social Events & Design, TOWN Magazine, TruColor Printing
venue: The Barn at Sitton Hill Farm time: 5:30-9pm price: $235
The 20th anniversary party ain’t over till it’s over—and Sunday Supper is the perfect way to close out the weekend in true Southern style.
Set against the rustic charm of The Barn at Sitton Hill Farm, this relaxed yet refined evening brings the euphoria community together one last time for a family-style feast that celebrates all things local. The 2025 South Carolina Chef Ambassadors will join forces with Table 301 Restaurant Group to create an unforgettable menu featuring Certified South Carolina ingredients, paired with thoughtfully selected cocktails, beer, and wine.
As the sun sets on a weekend of unforgettable flavors, shared stories, and culinary magic, Sunday Supper offers one final chance to gather, toast, and savor the moment with friends—old and new.
Here’s to 20 years of euphoria… and the many more to come!
Eat: Darren Smith (Rivertown Bistro and Bonfire Taqueria, Conway, SC), Jeanne Koenigsberg (Swamp Rabbit Cafe and Grocery, Greenville, SC), Shuai Wang (Jackrabbit Filly and King BBQ, Charleston, SC), Rodney Freidank (Table 301, Greenville, SC)
Sip: Boodles Gin, Maestro Dobel Tequila, TINCUP Bourbon, Tito’s Handmade Vodka, Magnetic South Brewery, wines courtesy of Republic National Distributing Co., Charlotte Beverage Distribution
Here’s to making each and every one of you feel good experiencing euphoria.
September weekends in the South have long been held sacred for college football and tailgating. Fall weddings, family reunions, and local events are all carefully planned around the college football schedule. So, not only was it a bold move 20 years ago to create a food, wine, and music festival in Greenville, SC, but to plan it on a weekend in September had the potential to be disastrous.
I remember it like it was yesterday. Edwin and I were sitting at Table 20 in Soby’s, coming up with something that we could do to bring our resources together for the benefit of Greenville. What began as a thought of a concert in a field on a trailer hitched to a tractor, with some all day smoking of a pig and all the BBQ “fixins,” has turned into a four-day food, wine, and music experience to rival any in the country.
This year is the 20th anniversary of that first euphoria (originally called Southern Exposure in 2006 and 2007). Watching euphoria grow and mature over the last 20 years is akin to the saying “build the plane while flying it.” We had a plan, but much like the day to day operation of a restaurant, the plan constantly changes to make the experience better for all involved.
One thing we said in the beginning was that we needed to challenge ourselves to make the next event better than the last one. Better does not mean bigger. Period. As euphoria has grown, we have stayed true to our core values of staying manageable and intimate. A festival where you can meet and greet, take photos, and share stories with new and old friends, celebrated chefs and musicians, event organizers, and locals who just love sharing what they love about Greenville.
There is so much that I love about euphoria. For starters, I love that an idea to start a food, wine, and music festival has grown beyond our wildest dreams and become an event that is known around the country and annually draws patrons from over 30 states and up to 6 countries.
Who remembers Taste of the South in the rain, with nothing but smiles and dancing despite the weather and pivoting locations? I recall rolling thousands of square feet of carpet over the grass at Fluor Field so that we could have Edwin McCain perform on a stage set up in centerfield. There was a 5 course tasting menu created and served on the 9th floor of the One Building… in the middle of construction on the building—a sort of “hard hat” dinner.
Who was there for the singer-songwriter event with Edwin and Chuck Levell? Did you have a chance to share your all time favorite dining experience with Daniel Boulud? Thomas Keller? Michael Mina? How about sharing a photo or conversation with Jason Isbell or Branford Marsalis?
We certainly wouldn’t be where we are today without the help and networking of OG chefs like David Guas and Bryan Voltaggio, jazz musician Mark Rapp, or songwriter Tim Nichols. I also wonder where would we be without Ryan Hilley and his rolodex of chefs that has set euphoria apart.
And while it did rain that second year, I’d be remiss if I didn’t send a shout out to Jim Cantore who hasn’t missed a festival in twelve years and has ordered up some of the best September weather year after year.
This will be my 15th year at Sunday Supper at Table 8, with friends who have become family, and be sure to never leave for the dinner without sunglasses. What is your Table 8 and sunglasses annual “can’t miss” event? I’m looking forward to seeing you on the streets, on the field, and in the dining rooms for the 20th edition of euphoria.
As Greenville and I welcome you to euphoria2025, let’s go back to the beginning and note that perhaps the most important goal discussed that night in Soby’s at Table 20, was that whatever we did, we wanted it to make a positive financial impact to those in need. Through your continued support and patronage, we are proud to share that we will surpass $1 million in grants to support local organizations. Our aim is to create an unparalleled experience at euphoria and in Greenville to keep you thirsting for more.
In the famous words of Maya Angelou:
Carl Sobocinski
�� YEARS. 40+ Charities.
euphoria’s mission has always been to promote tourism and make a strong economic impact across Upstate, SC. We also understand the importance of investing in our community. To make sure we’re fulfilling our mission, proceeds from euphoria are distributed in the form of direct grants by our 501(c)(3) organization, Local Boys Do Good (LBDG), to deserving Upstate charities each year.
��� � GRANT Recipients
Supporting local food access in the Upstate by providing healthy, local food while maintaining the highest levels of food safety and defense certifications to ensure the integrity and security of our food supply
Emergency relief funding and access to mental health services are provided to food and beverage (F+B) workers facing financial hardship due to a natural disaster, medical emergency, accident, or other unforeseen incident
Addressing food insecurity at the Phoenix Center’s Program for infants and children by ensuring each child receives nutritious meals and snacks to support their developing minds and bodies
Music therapy program enriches students’ lives both in and out of the classroom by regulating mood, energy levels, focus, and productivity, while fostering a safe, engaging, and liberating whole-body learning experience
Courtesy of euphoria’s PRODUCERS CIRCLE MEMBERS
Recipe book workshops celebrate the community’s cultural diversity and promote intergenerational connections through shared meals. Through these art sessions, participants can tap into their creativity, build confidence, and develop essential coping skills for managing their mental health.
FoodShare Greenville program is committed to providing healthy, nutritious foods and invaluable nutritional education to thousands of low-income Greenville families and children
Courtesy of euphoria’s PHILANTHROPIC PATRONS
Providing a resource hub to connect Greenville County’s hospitality workers with appropriate government and community organizations that can provide services, such as mental health support or emergency assistance, for those in need. This is a new initiative spearheaded by VisitGreenvilleSC and the South Carolina Restaurant & Lodging Association.
The 2026 grant application will be available at euphoriagreenville.com in February 2026.
All grants distributed by LBDG on behalf of euphoria must go toward initiatives that support sustenance to those in need (specifically as it relates to food that sustains life or health), educates through music or performing arts, or those that aid children. We are also devoted to supporting the food & beverage industry with mental health support and emergency assistance when facing unanticipated crises.
Supporting the FOOD & BEVERAGE INDUSTRY
euphoria is devoted to supporting the food & beverage industry with mental health support and emergency assistance when facing unanticipated crises. We are honored to partner with Southern Smoke Foundation & À la Heart GVL to help support those who make euphoria possible each year. If you or a loved one who works in the service industry needs assistance, please check out these resources.
FINANCIAL ASSISTANCE
Emergency assistance to food service workers in crisis through financial support
MENTAL HEALTH SUPPORT
No-cost counseling to service workers & a directory of organizations dedicated to supporting those in need
STABILITY NETWORK
Resources related to mental health & substance misuse, physical health and wellness, employment, housing & utilities, and family & social services
SCAN TO LEARN MORE ABOUT THESE RESOURCES AT OUR
Hospitality HUB
THE INDULGENCE YOUR PALATE’S BEEN
Producers CIRCLE
Welcome to the Producers Circle, a select group of refined food lovers who’ve been yearning for a one-of-a-kind experience. Through customized euphoria ticket packages, invites to private events, VIP seating, and the Lexus of Greenville car service, you’re treated as more than a VIP. You become an integral part of euphoria as you help to support our mission. A portion of the annual fee is tax-deductible and will directly fund our grant program. Eat. Sip. Listen. Give.
euphoria offers more than just a weekend of fun, we host several events throughout the year furthering our mission of making a lasting impact beyond the 4-day festival. As part of the Producers Circle, you’ll be the first to know about these exclusive opportunities.
The Producers Circle membership is currently full, but be sure to inquire about our waitlist, as the membership is annual.
MEET OUR CIRCLE
Cindy Cohn
Wendy Thacker
Michael Tollison
Mignon Early
Krista Lawrence
Anca Pop
Drs. Joe & Laura LeBel
Brian & Dr. Heather
Heaton Barker
Steve & Laurie Jax
Steve & Lisa Howes
Tom & Cindy Darby
Alan & Debbie Foré
BEEN PINING FOR Achieving more together
Philanthropic PATRONS
Our Philanthropic Patrons membership has been designed to directly support our 501(c)(3), Local Boys Do Good, while allowing you access to tickets before they go on sale to the public. Your generous contribution will directly support À la Heart GVL. Through financial support and a network of community resources, À la Heart GVL provides emergency assistance to food service workers (restaurants, catering, concessions, food trucks, cafeterias, bars, and taprooms) & their families facing unanticipated crises in Upstate South Carolina.
As a member of the Philanthropic Patrons, you become an integral part of euphoria and help support our mission. Elevate your euphoria experience and make a lasting impact on both the festival and the Upstate hospitality industry.
The Philanthropic Patrons membership is open! Email info@euphoriagreenville.com to become a patron.
At JPMorganChase, we’re driving progress in the communities we call home by supporting the neighborhoods, businesses, programs and ideas that are moving our communities forward.
We proudly support euphoria and Local Boys Do Good, and we celebrate their ongoing commitment and positive impact on our Upstate community.
MEET OUR PATRONS
Heather Hooks
Dr. Candice Hunter
John & Laurie Clough
Ray & Suzanne Soltis
Michael & Candice Hartmann
Peter & Carrie Naas
Angela Hobgood
Jill & Ken Schiebel
Angela Rodriguez
Will & Lauren Davis
Kevin & Denise Smith
Laurie Theriot, MD
Joel & Emily Sheets
Get INVOLVED
Be an integrated part of euphoria.
One thing’s for sure: euphoria wouldn’t be possible without our hard-working volunteers!
If you’re interested in joining the food culture of Greenville and the Upstate, look no further. As a volunteer with euphoria, you’ll be immersed in a weekend of influential chefs, beverage specialists, and industry enthusiasts, all while supporting a local non-profit that also makes a strong economic impact.
Volunteers are a vital part of the success of all euphoria events. Our events run off the dedication of our volunteers!
Volunteers also receive perks such as access to discounted tickets, an exclusive t-shirt, and a custom thank-you gift.
Get on the Volunteer Contact List by emailing us at volunteer@euphoriagreenville.com
Please note that all volunteer shifts are claimed on a first-come, first-served basis. You must be 21+ to volunteer for euphoria events.
Do You Have a Taste for All Things Events, Marketing, and Public Relations?
euphoria offers a paid internship you can really sink your teeth into. Our interns have the unique opportunity to gain rich, hands-on experience in tourism and event management. Think less coffeefetching, more dealing with actual industry professionals, working with a variety of community leaders, and exploring your passion for events.
If you have a knack for thinking on your feet and coming up with creative, out-of-the-box ideas, then we want to hear from you. As a euphoria intern, you’ll have a chance to assist with nearly every aspect of the festival. On top of honing event management skills, euphoria interns will be able to build some invaluable connections with movers and shakers in Greenville.
euphoria IS A FEELING
Teryi Youngblood
Chef, Camilla Kitchen
One of my favorite things about euphoria is seeing all of the friends I've made over the years. It's heartwarming to see people from all over the country coming back year after year. So many of those repeat offenders have become great friends, they are the highlight of the festival for me.
Dayna Lee
Owner & Chef, Comal 864
What I love most about euphoria is how it truly supports local small businesses. I started out just making food for a Lunch & Learn, and now I get to host full dinners—that kind of growth means everything. The event is so thoughtfully put together and really feels like a celebration of the Greenville community. Every year, they give up-and-coming chefs a real chance to be seen, and it’s so special to be part of that.
Jamie Wright
The Jamie Wright Band
My favorite moment at euphoria was getting the opportunity to be a guest at euphoria. As an entertainer, I’m typically on stage and I definitely enjoy that role but in 2024 I was able to let my hair down and attend euphoria and I really saw what it’s truly all about and how it brings people together. I think all musicians should take the opportunity at some point to experience euphoria as an attendee.
Steven Devereaux Greene
Executive Chef, The Umstead Hotel and Spa
Hosting Chef Thomas Keller, it was an iconic moment for the city of Greenville and just showed the potential reach of Euphoria. The weekend seemed surreal for me as a young chef and the rest of our team. Chef Keller and his team were some of the humblest chefs I've had the pleasure of working with. Bringing in these iconic chefs not only give the diners an amazing meal but it gives the Chefs education that lasts a lifetime.
For two decades, it’s lived in every toast, every bite, every shared moment that draws us closer as a community.
Lynn & Cele Seldon
Seldon Ink
With 18 helpings of euphoria under our belts, it’s impossible to pick one favorite thing. But the intimate interaction with the local and visiting chefs (including the bevy of rock star Michelin-starred chefs that euphoria always brings to the table), the always entertaining and delicious Chef’s Table, the music of chart-topping and upand-coming songwriters at Songwriter’s Recipe, eating our way through Feast by the Field, the cherry-on-top Sunday Supper, and the amazing foodie friends we’ve made over the years would certainly make the top 10.
Matt Tebbetts
Principal, Mission Grape Distributors euphoria, and Greenville, have helped highlight some of the best talent our industry and community have to offer. With each year, the experience has elevated in the talent, the quality, and the food pairings from the previous year. It just keeps getting better and better each year.
Rodney Freidank
Corporate Chef, Table 301
For 19 years, I’ve been lucky to be part of euphoria, an event that blends food, drink, music, and friendship into something truly special. It’s introduced me to legends like Thomas Keller and Rick Tramonto, and given me unforgettable moments like competing in the Sunday culinary challenge with my son. I even earned my Court of Master Sommeliers intro certification because of it. While euphoria has grown, Sunday Supper remains the highlight. This year, I’m thrilled to return and cook alongside the South Carolina Chef Ambassadors to close out another amazing weekend.
Celebrating the first year of Southern Exposure, a 3-day food, wine & music festival, founded by singer-songwriter Edwin McCain and Greenville restaurateur Carl Sobocinski of Table 301.
The official rebrand from Southern Exposure to euphoria! Get ready to Eat. Sip. Listen.
James Beard Award winner Sean Brock brings the weekend to a memorable close with the inaugural farm-totable, family-style feast, Sunday Supper.
The 10-year anniversary reached a fever pitch, with chefs Katie Button and Steven Greene, and musicians Edwin McCain and Outshyne, creating an electrifying celebration!
2006
euphoria took over Fluor Field for an unforgettable weekend featuring a legendary set from Drive-By Truckers, the debut of a two-day Feast by the Field, and a special Q&A with culinary icon José Andrés.
euphoria’s Cookbook, A Taste of euphoria, was published featuring recipes from chefs who have participated in the festival over the years.
Festival favorite Ryan Ratino joined forces with three Michelin-starred chefs for a standout dinner, while Lexus Culinary Master Chef Stephanie Izard delivered the ultimate lunch experience.
Twenty years of food in our bellies, music in our souls and building a community. We'll cheers to that!
2008
2011
2007 Southern Exposure brought culinary and musical legends to Greenville, including Michelin-starred chef Thomas Keller, and awarded $20,000 in grants to seven community organizations.
2009 Greenville’s vibrant city hosted chefs Guy Savoy, Scott Crawford, the Zac Brown Band, and Edwin McCain.
2013 euphoria grows to host 5,200 attendees in Greenville from 30 states and 3 different countries.
2025
2016 The Tasting Showcase moved from central downtown to the West End to become the crowdfavorite Feast by the Field.
2020 While we did host a modified version of the festival, during this time euphoria shifted focus to help fight food insecurity and support local restaurants through Connect for Good.
2022 From earning the Governor’s Cup for tourism and celebrating our Executive Director as USA Today’s SC Woman of the Year, to hosting Tyler Florence’s homecoming and culinary legend Daniel Boulud, it was a standout year!
2024 With the festival expanding to 68 events over four days, we welcomed culinary icons E.J. and Emeril Lagasse, awarded $130,000 in community grants, and generated a $5 million economic impact across the Upstate.
