WHAT: A monthly concert series to benefit Asheville area nonprofits
WHEN: Sunday, May 27, 5-8 p.m., continuing the last Sunday of each month through October
WHERE: Air Level rooftop space of Aloft Asheville Downtown, 51 Biltmore Ave.
WHY: Summer 2017’s Live@Aloft concert series raised more than $4,000 for a variety of area charities and gave the Aloft Asheville Downtown hotel staff a chance to interact with diverse groups of hotel guests and locals. The success inspired organizers to add more events to the series for its 2018 edition and bring in new local talent to the Air Level rooftop space the last Sunday of each month through October, starting May 27.
“This year, we are mixing things up by adding the Rock Academy [NC] as our first musical act. They are a local music school that teaches kids how to rock and perform on stage,” says David McCartney, general manager of Aloft Asheville Downtown. “We are also partnering with the Asheville Humane Society and encouraging people to bring their pets to the June event, and the July event will feature a fashion show.”
In lieu of purchasing a ticket to attend each performance, guests are asked to make a donation to the nonprofit being featured that night. The hotel’s executive team meets to discuss the charities that have reached out to Aloft for support throughout the year and decides on a final list from there.
“A large factor we take into consideration is how the charities align with Aloft’s passions: music, animals, hospitality and community,” McCartney says. “We also ask our team about charities to which we may have personal connections, such as Project Pink Ribbons since we know many people who have been affected by breast cancer.”
In addition to the Rock Academy NC show, which benefits the organization itself, artists and nonprofits include Special Affair and the Asheville Humane Society (June 24); DJ Abu Disarray and Project Pink Ribbons (July 29); Jordan Okrend Trio and the A-B Tech Scholarship Foundation (Aug. 26); Jesse Barry and the Jam and Blue Ridge Public Radio (Sept. 30); and Eleanor Underhill and Friends and Charlie’s Angels Animal Rescue (Oct. 28).
In the event of inclement weather, the show will move to the Aloft’s W XYZ bar. Local breweries are invited to sponsor the events and showcase their beers and each Sunday also features custom craft cocktails created specifically for the occasion.
“Since members of the Rock Academy’s band are school-aged children, we will feature a few nonalcoholic beverages for them to enjoy,” McCartney says. “The event benefiting Project Pink Ribbons will feature some pink cocktails.”
Live@Aloft takes place Sunday, May 27, 5-8 p.m. at the Air Level rooftop space of Aloft Asheville Downtown, 51 Biltmore Ave. Admission by donation. aloftashevilledowntown.com