Over 100 Vendors Turned Highland Brewing Into a Father's Day Block Party

By Jon Tharp, Broker  ·  June 22, 2026

A Father's Day market at Highland Brewing in east Asheville drew more than 100 vendor applications on June 21, turning the brewery's outdoor campus into a busy summer marketplace. Shoppers came looking for the kind of gifts that actually fit a dad, and the vendors delivered.

Highland Brewing sits just off Highway 74A in Buncombe County, about 15 minutes from downtown Asheville and an easy drive from Black Mountain or the I-40 corridor. The brewery has quietly become one of the region's go-to gathering spots, and this market was a good example of why.

Event coordinator Monica Maybille kept the theme simple. "It's your dad. You gotta get stuff for your dad," she said. "They do a lot for you, so you got to treat them to a little treat sometimes." That spirit showed up in the booths, where grilling supplies and funny T-shirts sat alongside plenty of other small finds aimed squarely at fathers.

What made the Highland Brewing Father's Day market worth the trip?

The number tells most of the story. More than 100 vendors applied to set up for a single day, which is a lot of local makers and small businesses competing for space in one place. For shoppers, that meant a real range of options instead of the same handful of tables you sometimes see at smaller events.

It also speaks to how Western North Carolina's maker economy has grown. Asheville has long had a reputation for craft and small-batch everything, from beer to pottery to hot sauce, and markets like this one give those vendors a captive, friendly crowd. A holiday like Father's Day just gives everyone a reason to show up.

The setting helps too. Highland's campus has room to spread out, with an outdoor stage, a rooftop bar, and enough open space that a busy market never feels cramped. On a warm June afternoon, the cold drinks and shade made browsing easy.

Why does Highland Brewing matter to the Asheville community?

Highland is not a newcomer. Founded by the late Oscar Wong in 1994, it was one of the breweries that helped put Asheville on the map as a beer destination before the city became a national name for it. Wong was respected for his community focus, and the brewery has continued to lean into that role since his passing.

These days Highland functions as much like a community venue as a production brewery. It hosts tribute events, pollinator festivals like HoneyFest, live music, and a rotating calendar of markets that pull people in from across the mountains. The Father's Day market fits neatly into that pattern, a local institution giving local vendors a stage.

That kind of anchor matters in a place like Asheville. Spaces that reliably bring neighbors together, holiday or not, are part of what gives a community its character. For people weighing a move to the area, these are the details that don't show up in a listing but shape daily life.

What's coming next at Highland Brewing?

The market series isn't slowing down. Highland's next market is planned for August with a back-to-school theme, shifting from grilling tongs and gag gifts to the supplies and finds that fit the start of a new school year.

If you missed the Father's Day crowd, the August event is a good chance to see what the fuss is about. Dates and the vendor lineup are usually posted on the brewery's website and social channels a few weeks ahead, so it's worth checking before you head over.

Events like these are part of the rhythm of life around Asheville and the wider WNC region, where a Saturday market can turn into an afternoon outdoors with family and a few new finds. If days like this have you picturing what living in the mountains could feel like, Jon Tharp is always glad to talk through what's out there.

 

Frequently Asked Questions

Where is Highland Brewing located in Asheville?

Highland Brewing sits in east Asheville at 12 Old Charlotte Highway, just off Highway 74A in Buncombe County. It's roughly a 15 minute drive from downtown Asheville and easy to reach from I-40 if you're coming in from Black Mountain, Waynesville, or the Hickory side. The brewery has grown into one of the area's most active event spaces, hosting markets, festivals, and live music throughout the year. There's a large taproom, an outdoor stage, and a rooftop bar, which makes it a comfortable spot for a market day even when the summer heat settles in.

When is the next market at Highland Brewing?

The next market at Highland Brewing is planned for August and will focus on back-to-school shopping. After hosting more than 100 vendor applications for the Father's Day event in June, organizers are continuing the seasonal market series that has become a regular draw at the brewery. Exact dates and the vendor lineup are typically announced on Highland Brewing's website and social media a few weeks ahead. If the June turnout is any indication, expect a full slate of local makers, food, and family-friendly activity. Checking the brewery's event calendar before you go is the safest way to confirm timing.

What kinds of vendors set up at the Father's Day market?

The Father's Day market leaned into dad-themed gifts, with vendors offering grilling supplies, funny T-shirts, and other small treats meant for fathers. Event coordinator Monica Maybille framed the day around the idea of treating dads to something special for all they do. Beyond the holiday theme, Highland Brewing's markets generally pull in a mix of regional artisans, food vendors, and small businesses from across Western North Carolina. With more than 100 vendors applying, shoppers had a wide range of handmade and locally sourced options to browse while enjoying the brewery's outdoor space.

Are Highland Brewing's markets family-friendly?

Yes. Highland Brewing's seasonal markets are designed to welcome families, not just beer drinkers. The brewery's east Asheville campus has plenty of open outdoor space, a stage area, and room for kids and dogs to move around while parents shop the vendor booths. The Father's Day market fit that pattern, drawing families out for the holiday, and the upcoming August market built around back-to-school will likely lean even further in that direction. Food and non-alcoholic options are typically available alongside the taproom, so the events tend to work well for multiple generations spending a day together.