ArtsAVL Launches “Redefine The Weekend” Campaign to Connect Visitors with Local Arts Across Buncombe County
Asheville, NC — April 2, 2025 — ArtsAVL has officially launched Redefine The Weekend, a bold new campaign designed to connect visitors to Buncombe County’s vibrant arts scene across four key regions: downtown Asheville, the River Arts District (RAD), Weaverville, and Black Mountain.
The campaign, which will be activated through the rest of the year, invites travelers to move beyond the usual weekend itinerary and immerse themselves in local creativity, from artist studio strolls and demos, to public art trails and live music performances, theatre, and cultural landmarks.
Targeting regional drive markets and cultural travelers, Redefine The Weekend also calls on locals to rediscover the arts community in their own backyard — and to explore new corners of Buncombe County through the lens of creativity.
“There are countless scenic spots along the Blue Ridge, but what truly sets this area apart is our vibrant arts community,” says Katie Cornell, Executive Director of ArtsAVL. “This campaign encourages you to reclaim your weekend and immerse yourself in the incredible creativity all around us.”
Kicking off in April and fully activating by May, the 360-degree campaign includes digital, print, and out-of-home advertising; editorial storytelling; promotional kits for artists and stakeholders; and a beautifully designed, first-of-its-kind regional arts guide to Buncombe County. Visitors will also be able to explore an expanded online artist directory and interactive landing page at artsavl.org/weekend.
Visual identity plays a key role in the campaign. Each region is represented by a custom icon inspired by the existing visual identity and cultural character of that place, designed to help visitors navigate and connect with the local creative landscape.
Developed in partnership with Asheville-based creative agency One for the Books, the campaign is part of ArtsAVL’s Connection initiative — one of three pillars in the organization’s mission, alongside Advocacy and Grants. The goal: to lift up, support, and unite the county’s arts community.
Cornell adds that this campaign will revitalize their Connections mission this year and set a solid foundation to continue support of the entire county’s art community with “always-on” promotion in 2026 and beyond, connecting artists and organizations to visitors and locals alike.