
Next Tuesday is my birthday. We are going to visit my daughter at Warren Wilson College and go to a Wilco show. I saw them at the Alabama Theater on the night they won a Grammy and if they play anything like they did that night, they will officially become A Band To See Twice.
Anyway, Warren Wilson is about five miles from Asheville, North Carolina. It is on an organic farm and the students MUST work 15 hours per week on campus doing everything from cleaning bathrooms to running a printing press to ploughing. They must have 300 hours of community service to graduate. Not to mention the challenging academics in both traditional and progressive courses. I mean, you can get a degree in Peace Studies there taught by a professor who conceived the Reconciliation Courts after the rotting of South African apartheid.
I think that studying peace is a noble pursuit.
This is the kind of stuff that happens in Asheville.
I have been there many times since my first trip from Chapel Hill a long time ago. When I go there Tuesday, I have no reason to believe much has changed and that will be of great comfort to me. Asheville has a vibe. Like New Orleans has a vibe. Like Barcelona has a vibe. They are different vibes, mind you, and each distinct. But Asheville is a small town by almost any standard, far and away smaller than the above vibesites. It may even be smaller than, say, Chattanooga, but I'm not sure.
Asheville is populated by young and old hippies, dastardly bankers, trim business men and women, farmers and crafts people who make useful things like drawer handles, books, natural organic local food and lots of other useful items. The retirees mostly live in cabins on hills or mountains surrounding the city proper. Their minor league baseball team's name is The Tourists, but many who visit from elsewhere never get past The Biltmore.
Asheville's vibe is local.
Local food. Local merchants. Local talent. Locally made things.
And local beer. Here's the marketing part you thought we'd never get to.
A local brewery, Pisgah, is located in the village of Black Mountain, near the foot of the Swannanoa Valley about seven miles from Asheville. A couple of organic brewers set up shop and began making really good beer. I don't think they entered it in one of these competitions other breweries work to win so they can say so in their advertising and packaging. It took these guys about a year to get everything like they wanted it, selling a little here and there to keep the hops coming. Pretty soon, they had regular customers and delivered the beer in a pickup purchased locally. Demand ran up, and these local fellows had some decisions to make: "Do we invest in trucks for delivery? Do we buy more stuff in which to make more beer? Can we afford more employees so we can get home before 3:00 a.m. every damn day?"
So this is what they did. They decided to limit their sales footprint to Buncombe County only and hired a local designer to develop an appropriate label and package. Nothing over the top.
In less than a year, they were outselling Budweiser. People were driving in from other counties to buy Asheville's local beer. Everybody from farmers to dental hygienists were drinking Pisgah.
Local people supporting local products. That's genius. It never started as any kind of an organized Support Your Local _________ Movement. It doesn't have a leader and is not governed by a committee. The truth is, buying local is what Asheville and many other places, large and small, really want. There are several good, sound reasons to buy local: there's the freshness factor, the familiarity factor, there's the let's-be-a-part-of-the local economy factor, and other sound reasons. You may be your neighbor's customer. And if something goes wrong with the deal, Ashevillians are liable to work it out over a local beer at a local bar.
So there you go. Ask yourself, "Is it worth it to buy local?"
Lord willing, I'll be in Asheville Tuesday afternoon. And, one of the best things about the place is that you're treated like a local. That feels pretty good to a visitor from anywhere.