Wedding Flowers at Event Center, Highland Brewing Co

We know this venue intimately and consider it one of Asheville’s most versatile “blank canvas” spaces for couples who want high-impact design without the constraints of a traditional ballroom. The Event Center at Highland Brewing Co demands a specific approach to scale; its industrial bones are powerful, and the floral design must be equally intentional to feel at home within the steel and brick.

The Spaces

Event Center

The heart of the venue is a tri-level industrial hall that balances raw metal with warm wood. The sheer volume of the room is its greatest asset, but it can feel cavernous if the floral plan is too timid.

• What works: Suspended installations rigged to the exposed steel beams. Large-scale greenery crawling up the central staircase to soften the transition between levels.
• Skip: Small, delicate bud vases as a standalone table strategy; they will vanish against the scale of the room.
• Watch out: The lighting is heavily influenced by the brewery’s stage lights. Choose a color palette that holds its integrity under both natural afternoon light and evening artificial levels.
• Budget hero move: Focus your investment on the grand staircase. A lush, “growing” installation here serves as a backdrop for the ceremony, the grand entrance, and guest photos.

The Meadow

A sprawling outdoor space that offers the quintessential Asheville mountain view. It is beautiful but presents a significant challenge in terms of visual boundaries.

• What works: Massive ground-level floral nests or oversized “broken” arches. These create a defined “altar” space in the middle of a vast field.
• Skip: Lightweight pedestals or thin metal arches that look flimsy against the mountain backdrop.
• Watch out: Wind. The Meadow is exposed. Every installation must be heavily weighted with sandbags or steel plates hidden by greenery.
• Budget hero move: Use the natural tree line as your secondary backdrop and focus all floral funds on two large, impactful ground arrangements that can be moved to the stage or sweetheart table later.

The Barrel Room

This is the venue’s moodiest offering, tucked away with a more intimate, rustic feel. It is the perfect contrast to the airy Event Center.

• What works: Deep, saturated colors—burgundies, ochres, and forest greens—that complement the dark wood of the barrels.
• Skip: High-volume “airy” designs. This space feels better with dense, textural arrangements.
• Watch out: Space is tighter here than in the main hall; ensure floor installations don’t impede guest flow between the barrels.

What Works at Highland Brewing Co

Embrace the “Industrial Organic” contrast. The most successful designs here pair the venue’s hard lines (steel, brick, concrete) with wildly organic, overgrown floral textures. Think “nature reclaiming the brewery.”

Utilize the vertical space. With ceilings this high, floor-based decor only does half the job. Even a few high-impact greenery clusters rigged to the beams will make the room feel professionally designed rather than just “decorated.”

Play with the brewery palette. Copper, amber, and deep grain tones are built into the architecture. Florals in sunset hues—toffee roses, bronze cymbidium orchids, and dried grasses—look incredible against the wood paneling.

Think in “Zones.” Because the Event Center is tri-level, use flowers to define specific areas. A “moment” at the bar, a “moment” on the stairs, and a “moment” on the stage helps guests navigate the large footprint.

Prioritize movement and repurposing. Since ceremonies often happen in the Meadow followed by a reception in the Event Center, design your Meadow pieces to be mobile. Large ground nests can easily be relocated to flank the band stage or the cake table.

Budget Guide

Highland Brewing Co is a venue where the architecture does the heavy lifting, allowing you to spend your budget on focal points rather than masking the space.

Tips

Rigging requires a pro. If you want to hang flowers from the beams, ensure your florist is comfortable with ladder work and has the insurance required for overhead rigging.

Ditch the open flames. The venue has a strict no-open-flame policy; invest that portion of your budget into high-quality LED pillars or focus on lush greenery runners that don’t need candlelight to look full.

The staircase is your best friend. If you only do one “extra” floral moment, make it the stairs—it’s the architectural heart of the building.

Prepare for the Asheville sun. In the Meadow, flowers will be in direct sun for hours; choose hardy varieties (ranunculus, roses, tropicals) that won’t wilt before the processional.

Load-in is straightforward. The venue offers excellent access for vendors, which often means lower labor fees compared to downtown Asheville hotels with elevator constraints.