Inspiring Conversations with Abby Wallace of Reverie Events Asheville

Today we’d like to introduce you to Abby Wallace.

Hi Abby, we’d love for you to start by introducing yourself.
I was born and raised outside San Diego, California, and I moved to Asheville in January 2010. I attended college at Warren Wilson and graduated with a double major in Anthropology and Sociology. After college, I worked in various areas, finally landing in the hospitality industry. The restaurant I worked at was located directly next to what is now Reverie, and for years I would regularly walk through the courtyard dreaming up ideas of what could be done with the space. It would be the perfect location for private events, a hidden gem right in the heart of downtown Asheville. In 2019 the restaurant that had the lease on the space wanted to move in another direction, and I had never worked exclusively in the private event arena, let alone owned my own business. I decided to take a huge leap of faith and, in turn, opened Reverie.

I always tell folks, “I love love!” and it’s true. Whether it’s romantic love or the love of family and friends, we should celebrate it! I have always loved celebrating. My family hosted a big Christmas Party every year while I was growing up, and getting loved ones together filled my heart with joy. When I was in Americorps NCCC, I was assigned “The Party Planner” for the team, and it was my job to come up with different activities and themes to get our group together to celebrate. It didn’t matter if there was “something” to celebrate; we would do it anyway. Finding ways to gather friends and loved ones continues to play an important role in my life. These past few years have brought forth the importance of being with one another. It’s such a powerful tool and one necessary to create a community. I am so grateful for the opportunity to continue fostering that through Reverie.

We all face challenges, but looking back, would you describe it as a relatively smooth road?
I was told by so many folks when I first opened Reverie, “Your first year in business will be the hardest!” To say that was true would be an understatement. I opened Reverie in late 2019, and while we could host a few smaller events before the New Year, 2020 stood to be the first true event season. In trying to prepare and strategize how I would handle or work through typical challenges and issues that many small businesses commonly face in their first year, a Global Pandemic was not one of them. I’ll never forget how my stomach dropped when it was deemed we were legally no longer allowed to operate due to Covid. I felt like the rug had been pulled out from under me. There were so many days I was sure I would have to close Reverie; how could I not? In the first six month of opening we were legally no longer able to operate; some days I still don’t know how we survived. While Covid was the biggest obstacle thus far, there have many other challenges along the way, and many we’ve yet to face. While the journey has not been smooth, it has most certainly been worth it, and I am grateful every day to continue on this path.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Reverie is nestled in the heart of Downtown Asheville, and our idyllic venue emits whimsy and charm. Our courtyard is the perfect place to indulge in cocktails and hors d’oeuvres, dance to live music under twinkling lights, or dine al fresco. We also have an indoor space with a bar, photo booth, and seating areas. We host events from small weddings and rehearsal dinners to retirement parties, corporate gatherings, baby showers, and more! We can accommodate groups of varying sizes and provide the opportunity to customize each event to our client’s specific vision.

Reverie can provide a perfect one-stop-shop for our clients. We have our on-site commercial kitchen and can create unique custom offerings for our guests, always honoring any dietary restrictions. We also offer a fully stocked bar with various local drafts, a specially curated selection of globally sourced wine, and ample spirits. Reverie provides all tables, chairs, linens, a PA system, and a vast selection of décor available for our clients to rent for their special day. Along with décor, we also offer fresh floral designs, ranging from full-scale wedding floral to simple bud vases. We can also provide our clients with in-house planning, ensuring every detail of their day is taken care of.

One aspect of Reverie I take the most pride in is the team of strong women I have beside me. As a female-owned business, it was essential to be intentional with who I hired, knowing the culture of the business would depend upon it. I would not be here today without them. My dream of opening Reverie (let alone surviving a Global Pandemic) would never have been possible without my incredible team’s support and hard work. Another aspect I take great pride in is the culture of inclusivity we have created at Reverie. We greet all clients with open hearts and minds. We believe love is love and are honored to help our clients celebrate.

We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
If I learned one thing from the Covid-19 crisis, it would be flexibility and adaptability. Since Reverie opened in late 2019, we did not qualify for many offered subsidies, grants, and loans available to businesses, as we hadn’t even been in business for six months. We needed past taxes and proof of revenue from years past, and we didn’t even have a full year of payroll to provide. We also didn’t receive any forgiveness for our rent payments, which added to the financial stress. Many days I thought we could make it through, especially with qualifying for and receiving any governmental financial assistance in this crisis. So much of the reason we could survive was with the help of the local nonprofit Mountain Bizworks. In 2021 they helped us qualify for additional loan funding; without their help, I wonder if we could have made it and remain open today. From an operational standpoint, the pandemic showed me how important flexibility was, specifically in finding other avenues to create revenue for the business. We offered take-out, worked with the community to organize socially distanced artisan markets, and safely hosted smaller outdoor events when we were able to do so. The pandemic forced us to be inventive and find ways to safely continue to operate once we were legally allowed to do so. It taught me that no problem was too big, and sometimes you must get creative to find a solution. When faced with adversity now, I think back to the determination and grit my team and I put forth to survive the pandemic, which puts everything in perspective. You can make it over a molehill if you’ve climbed a mountain.

Contact Info:

• Website: www.reverieasheville.com
• Instagram: @reverieasheville
• Facebook: www.facebook.com/reverieasheville

Image Credits
Main photo: Nicole Mickle Photography
1st photo (group photo with hugging): Tiffany McFalls Photography
2nd photo (me with couple) Chelsea Lane Photography
3rd Photo (bar): Allegory And Elm Photography
4th photo (courtyard photo w guests): Jules and Conrad Photography
5th photo (couple under arbor): Foxhouse Studio Photography
6th photo (brides exiting aisle): Fern and Flower Photography
7th photo (me and team under sign): Raven Shutley Photography
8th photo (table set up) Jameykay and Arlie Photography