"Every single one of us on this stage works together to make events possible. The collaboration that Greenville's known for isn't something that's new. It truly is the root of Greenville, and it is the secret sauce that makes us who we are."

That’s how Anna Catherine Miller, the City of Greenville’s tourism administrator, described the teamwork behind Greenville’s signature festivals at the Greenville Chamber’s Greenville Greats panel. She joined Artisphere and euphoria to talk about what it takes to make the city’s biggest weekends happen — and why these festivals have become such defining parts of Greenville’s identity.

Anna Catherine Miller says work is already underway for Fall for Greenville 2026. | Photos by GVLtoday

Fall for Greenville

Established: 1982
Economic impact: 200,000 visitors from 100 different cities in 2024

"Every year, I always make a point to stand in the middle of Main Street and see all of the faces that are walking by. There is something so unique about Fall for Greenville in that you can see every single walk of life walking down the street. Yes, we have a ton of visitors. There's no question that this is a tourism driver for Greenville. However, we also know that it's driving Greenville residents downtown, which when you look back to the original purpose of this event, and it's still doing that today, that means something." — City of Greenville Tourism Administrator Anna Catherine Miller on celebrating community

This year, euphoria's festival weekend featured 81 events. | Photos by GVLtoday + euphoria

euphoria

Established: 2006
Economic impact: $5 million in 2024

"Somebody said to me years ago, 'I can go have dinner with Thomas Keller at Deveraux's and go sleep in my own bed.' They don't have to get on a plane to go to New York or California, or France. They can have this amazing experience from these amazing chefs that are visiting our community. I think that's pretty amazing." — Founder Carl Sobocinski on what makes euphoria unique

Artisphere's board works on a long-range plan, charting out five and ten years. | Photos by GVLtoday + Artisphere

Artisphere

Established: 2005
Economic impact: $16 million in 2025

"As Greenville's reputation grows as a great place to visit, so has its reputation as an arts-forward community. Artists want to go where people are buying artwork, so the fact that average artist sales have grown over the years and word has gotten out that this community is a very hospitable environment with a savvy art-buying community, that really drives artist applications." — President + CEO Kerry Murphy on why 1,100 artists are applying to Artisphere

Wish you were there to hear this in person? The Greenville Chamber organizes events bringing together local leaders and the business community every week.