ASHEVILLE, N.C. — A new tournament means a new trophy. Ahead of the inaugural Biltmore Championship Asheville, the PGA Tour and local partners unveiled the coveted Championship Trophy that golfers are playing for.
The Biltmore Championship Asheville, part of the FedExCup Fall, starts Thursday at The Cliffs at Walnut Cove, a private facility and residential neighborhood in Arden. The high-stakes event will hekp determine which players will secure their PGA Tour status and earn their place for the season ahead.
Explore Asheville signed a $2.4 million four-year agreement through 2029 for the event, making it the seventh Tour event in the city.
"It feels like every conversation locally has been met with a positive reaction," PGA Tour Event Director
Nate Goldsnider told the Citizen Times. "We want to create a positive impact. We want to give back to the Asheville community and generate an economic impact, and in the meantime, if we end up hosting a pretty fun and competitive golf tournament, that's all icing on the cake."
It's the first time in 84 years that the PGA Tour has been hosted in Asheville, following Asheville’s Land of the Sky Open, which was first contested in the early 1920s. The Asheville Open was an official Tour tournament from 1939 to 1942, with World Golf Hall of Famer Ben Hogan winning the final three beginning in 1940.
Goldsnider told the Citizen Times that committing to the four-year contract to host the event in Asheville was an easy sell, and that working with the community has been a breeze. The Arden course was ideal for the event, as it offers the space and amenities needed to host a tournament of its size and caliber. The more than 23,000-square-foot venue and 71-par course designed by retired professional golfer Jack Nicklaus and opened in 2005 fit the criteria.
Golfers J.T. Poston, a Western Carolina University graduate, and Jacob Bridgeman, a South Carolina native and Clemson alum, will play in the inaugural Biltmore Championship Asheville.
"Both players earned victories on the PGA Tour this season and have already secured their status at the highest level of the game, making their decision to compete here especially meaningful. Their commitment speaks not only to the strength of our championship, but also to their support for Western North Carolina and this community," Goldsnider said at the ceremony.
PGA Tour Championship Trophy revealed with local ties
The local ties run deep, with the PGA Tour working with area main sponsors, businesses, farms and nonprofits, including creating charitable giving platforms, tourism road maps, locally made, custom-branded products and crafting a Championship Trophy that reflects Asheville's history and resilience.
Goldsnider reported more than 1,1000 volunteers signed up for the event, ages 13-87 and representing 27 states, with more than 70% living in North Carolina and more than 50% from Buncombe County.
"We've been so thrilled with the way the community has embraced the event, from over 1,000 volunteers to having more than double the hospitality areas for corporate interest and entertaining and being a part of the event," said Vic Isley, president and CEO of Explore Asheville.
The Championship Trophy was designed by Aubrey Vanderbilt Cecil Baliles, founder of the jeweler Avermore and great-great-granddaughter of George and Edith Vanderbilt of the famed Biltmore Estate. The trophy was created in partnership with Biltmore, Explore Asheville, Avermore and Marthaler Jewelers.
"When I was approached to design the trophy for the inaugural Biltmore Championship Asheville, I was excited to showcase my creativity in a new way to celebrate this world-class event coming to Asheville," Baliles told the Citizen Times in an email on Aug. 19.
The handcrafted Championship Trophy weighs 8 pounds and is made of 6 pounds of silver, according to Avermore. Architectural lines and lion heads are inspired by Biltmore House.
It is engraved with the mountain ridgeline extending from Mount Pisgah to Mount Mitchell. Flowering dogwood blossoms, the state flower, were added to represent North Carolina.
The silver cup is offset by a gold stem and nameplate. It's mounted on a base assembled by the Biltmore Carpenter team, made from a Black Walnut tree that was felled at Biltmore Estate during Tropical Storm Helene in the fall of 2024.
Hosting the Biltmore Championship, Asheville is expected to have a deep impact on the community that will continue to assist with the city and region's recovery and rebuilding leading up to the two-year anniversary of the historic event that devastated Western North Carolina.
"I wanted to capture the heritage, history, and natural beauty of Asheville in my design, which is similar to how I approach jewelry design for Avermore, the jewelry brand I founded that is inspired by my family's roots as stewards of Biltmore Estate," Baliles wrote. "It's been an honor to partner with Biltmore and Explore Asheville to create a legendary design for this new tournament and to continue partnering with the local manufacturer Marthaler Jeweler."
PGA Biltmore Championship tourism boost expectations
Mark Hemphill, chief marketing officer for The Biltmore Company, said that the estate had already seen a spike in out-of-town visitor bookings around the PGA Tour September dates. He said the Biltmore Championship Asheville is an opportunity to showcase the region's beauty and hospitality. He said that a goal is to make a lasting, enduring impact on our community and the economy.
"We're honored to be able to partner with the PGA Tour to bring championship golf back to this area," Hemphill said. "We have so much to offer as a community, and the tourism economy is incredibly important for us, so this is another way to build a sustainable tourism economy."
Explore Asheville and Buncombe County Strategic Coalition, a group of local business associations and community organizations, launched Play Through the Mountains, a community activation hub on ExploreAsheville.com that maps deals, specials, and experiences across Buncombe County during tournament week.
It's intended to assist visitors in navigating local neighborhoods and surrounding towns, thereby spreading tourism spending throughout the greater Asheville area.
"We're excited to welcome golf fans here in September, and ensuring they get to enjoy the most of our community," Isley said.
Explore Asheville reported that the Biltmore Championship Asheville is anticipated to generate $15-30 million in economic impact over the four-year contract, through 2029. More than 10,000 people are expected to attend the Biltmore Championship Asheville daily, with 2,000 coming from out of state.
According to the Buncombe County Tourism Development Authority, events and conferences are expected to generate $75 million in direct spending at local businesses, a significant boost as Western North Carolina continues to recover from Helene.
In March, Explore Asheville reportedly booked 233 events for 2026, followed by a record 447 events in fiscal year 2025 for the Buncombe County TDA, representing a 15% increase over 2024.
On Aug. 19, Explore Asheville reported to the Citizen Times that 492 groups and events representing an estimated $142.4 million in direct spending for area businesses had been booked for the fiscal year ending June 2026.
Birdies for Charity, more charitable giving
Isley said that one of the reasons Explore Asheville chose to partner with the PGA Tour is because of their commitment to charitable giving and community.
Biltmore Championship Asheville's charitable initiative, Birdies for Charity, invites local nonprofits to raise funds and awareness through its online platform, with 100% of donations going directly back to participating organizations, therefore investing more funding in the community.
Isley said that, as of Aug. 19, there were nearly 50 nonprofits registered.
The community grant program will award four nonprofits serving WNC grants of $10,000 each, with recipients to be announced. Grant Cycle 1 for Conservation and Sustainability and Creative Spirit ended on July 31. The application window for Grant Cycle 2: Community Well-Being will launch on Sept. 1.
Goldsnider said that on the Friday of the PGA Tour, complimentary discounts will be offered to active and retired military and first responders, with a charitable donation made to a college scholarship fund for families in that sector.
And the PGA Tour will sponsor an Adoption Week with the Asheville Humane Society, waiving pet fees for a week to help pets find homes.
Biltmore Estate tourism and exclusives
Consumers will begin seeing custom items released, inspired by and in partnership with the PGA Tour, including two new craft beverages from Biltmore.
The Caddie, a full-bodied red wine with notes of dark berries and vanilla, represents golf teams and the sporting lifestyle at Biltmore. It will be sold in the local retail market.
The Par-Tee Spritz is an Aperol-inspired, wine-based cocktail that will be exclusively offered in the Biltmore's wine garden that will be created at The Cliffs at Walnut Cove for the tournament, between the 15th and 16th holes.
"Guests will be able to see a full array of Biltmore wine and make that a part of their championship experience," Hemphill said.
At the Championship Trophy unveiling ceremony, Goldsnider listed many more local businesses participating and making inspired products, including a customer blend from Poppy's Handcrafted Popcorn, with Bear's Smokehouse BBQ, The Outpost and The Hop Ice Cream to provide refreshments on-site.
Wicked Weed Brewing is a sponsor, providing craft beer and hosting a hospitality tent at the ninth hole.
Asheville Beer Hall will be introduced, showcasing breweries from across the region, including Wicked Weed, Highland Brewing, Burial Beer and Green Man Brewery.
Devil's Foot Distillery has been named the official ready-to-drink cocktail partner, releasing its Friend of the Devil canned cocktail line, Vodka Transfusion, combining local craft vodka with fresh concord grape, ginger and lime.
Other partners include Hickory Nut Gap Farms, Biltmore Estate, Joyce Farms, Dynamite Coffee, Asheville Tea Company, Lusty Monk Mustard and Sorrell Trout Farm.
"We've been over the moon with the support we've felt here locally," Goldsnider said. "Thank you to everybody's that has supported us along the way. We can't wait to have you here Sept. 17-20."
Biltmore Championship Asheville
Where: The Cliffs at Walnut Cove, Arden.
When: Sept. 17-20.
Info: Tickets are available at biltmorechampionship.com/tickets.
Tiana Kennell is the food and dining reporter for the Asheville Citizen Times, part of the USA TODAY Co., covering the food and beverage industry, including the James Beard Awards, Michelin Awards, restaurant openings, closings and other hospitality and tourism industry news and events. Tips, comments, questions? Email tkennell@citizentimes.com or follow @PrincessOfPage on Instagram. Sign up for AVL Bites and Brews, our weekly food and drink newsletter here.
This article originally appeared on Asheville Citizen Times: New Asheville PGA Tour trophy honors city history and resilience
