Opened as a family-friendly outdoor bar and restaurant in 2016, Salvage Station has transitioned into a full-time music venue bringing in performance artists and hosting up to 3,000 guests per show.

According to General Manager Brad Luhn, the business transition took place slowly. People used to visit Salvage Station to enjoy drinks and food, the outdoor atmosphere, disc golf, hammocks, and hanging out with friends and family by the river. As they began bringing in ticketed musical acts in the evenings, they would have to ask their daytime crowd to leave before a show would start. That drove business away, then COVID was the straw that broke the camel’s back.

The need for the business to focus on the music venue aspect became clear. Salvage Station invested in a large permanent stage and upgraded light and sound equipment to provide a better venue experience. Luhn said it was a significant investment for the company, but that investment doubled their production value.

As an independent music venue, Salvage Station works with an independent booking agent to bring in both regional and national talent. The staff is familiar with a variety of local acts, and maintains an open line of communication with the booking agent to bring them to the stage as well.

“Highlighting local musicians has been a great opportunity, and bringing in a national booking agent was the next logical step,” Luhn said. “They have connections within the music industry, and we’re able to bounce ideas off of each other to determine who may be a good fit to perform here. It’s helped our venue grow exponentially.”

Popular shows have included musicians like Trombone Shorty, Ziggy Marley, and Sierra Ferrell. Luhn said Michael Franti visits every year and continuously brings a large crowd, and Rebelution was 10 tickets away from selling out. 

“Reggae acts like Rebelution create a scene that is a perfect fit for the area,” Luhn said. “Our space creates a festival-style feel in the laid-back, outdoor atmosphere, and they bring a crowd that fits that vibe.”

Salvage Station expanded their marketing efforts to let people know about upcoming shows in a variety of ways including digital marketing, texting programs, radio announcements, and an old-school street team that goes around town hanging fliers. Their newsletter has a 90% open rate according to Luhn, which drives website traffic. The bands themselves bring visitors as well, as popular acts have followers that attend shows in multiple locations along tour routes.

“Many bands stop through Asheville between cities like Atlanta, Nashville, Greenville, and Charlotte, and they bring a lot of their fans with them,” Luhn said. “What is happening, though, is that Asheville is becoming more than a routing city for musicians; it’s becoming a destination city for them. Bands are coming here to play here, not just because it’s on their way to another city, and I believe that we have had some pull and influence on that.”

For shows featuring regional and national acts, Luhn said the crowd consists of about 70% tourists. In 2023, Salvage Station saw visitors from every state and 52 countries. Many of these people stay in town overnight, impacting the hotels, AirBnbs, bars, and restaurants in the city.

“It’s a massive draw for Asheville as a whole,” Luhn said. “We’re very proud of being a staple in the community and watching it grow.”

The community appreciates what the Salvage Station is doing as well. The business has received feedback that people love the ability to see their favorite musicians in person as well as come here for local acts and vendors, and Luhn said staying true to Asheville locals and the community is something they strive to maintain.

Local festivals are held at Salvage Station, as are events with the Asheville Area Chamber of Commerce, BeLoved, and other organizations. They work with Explore Asheville not only for marketing, but for partnering on events as well. 

The local reach also extends to the food and beverages offered. Beers are 90% locally-sourced, including brews from Wicked Weed, Highwire, New Belgium, and Devil’s Foot. Large outdoor shows feature rotating food trucks from around the area, including Cecelia’s, Mountain View BBQ, and Mojo.

“These events provide great exposure for our local vendors,” Luhn said. “Our shows and events are great for our community in a lot of ways, and we love being able to help facilitate that.”