Stepping into the outdoors

The ‘future of brick and mortar retail’ comes to Black Mountain

Fred McCormick
The Valley Echo
April 1, 2021

The WNC Outdoor Collective on Black Mountain Avenue will hold its grand opening, Friday, April 2, beginning at 11 a.m. Photo by Fred McCormick

When the doors of the WNC Outdoor Collective open to the public for the first time at 11 a.m., Friday, April 2, there will be an abundance of aspects of the new business on Black Mountain Avenue that catch the eye. 

Cyclists, hikers, runners, campers and other outdoor enthusiasts will immediately be drawn to the wide range of quality products carefully arranged in the brick and rock structure, remodeled to blend the unique characteristics of the old building while adding a modern flair. Consumers who prefer to support local businesses will likely take notice of the myriad of regional brands displayed in a relaxed cooperative environment. 

Craft beer lovers will gravitate toward the courtyard where 16 taps will pour local and regional brews, and coffee aficionados will soon be able to follow the aroma of fresh roasted beans to a fresh cup of joe.

What they may or may not realize, according to founder Lincoln Walters, is that they’re looking at the “future of brick and mortar retail.”

The grand opening of the WNC Outdoor Collective, which will feature live music by Bull the Barker beginning at 5:30 p.m., will showcase a wide range of products made in the mountains and introduce a concept that “does retail differently.”

Asheville-based Rent this Rod Outfitters is one many local businesses in the growing outdoor industry that will operate in the WNC Outdoor Collective, which opens April 2. Photo by Fred McCormick

“Because of what e-commerce has done to the industry of commerce, in general, brick and mortar has to look different,” said Walters, who founded BlackMTN Adventure Apparel in 2019. “The risk involved in a brick and mortar location is significantly higher than it is for an e-commerce business.”

As BlackMTN Adventure Apparel grew, Walters realized he would need a physical location to support the increasing demand for retail. As he began searching for a space, he considered the similar needs of other small, local manufacturers. 

“Brick and mortar isn’t going away, but it has to change. So how can we do that and be successful?” he said. “Any time you can reduce resources and risk in one area and turn around and put it into your product, you’ll most likely be offering a better product.”

Walters’ search for a building took him to 110 Black Mountain Avenue where he found an old structure in need of renovation. He contacted the owner and discussed an idea that would allow makers of outdoor gear and apparel an opportunity to share the approximately 3,000-square-foot space. Work began on the WNC Outdoor Collective in January of 2020, as Walters envisioned a space that would lend itself to the creativity and collaborative spirit of the region’s growing outdoor industry.

“We have these products that people want, we share the risk by sharing the space with like-minded people,” he said. “Then, we’re putting that in an environment where people want to hang out.”

WNC Outdoor Collective founder Lincoln Walters, right, and Wilderness Education Association Executive Director Ryan Carlson prepare for the grand opening of the space on Black Mountain Avenue. Photo by Fred McCormick

Among the brands represented in the WNC Outdoor Collective is Asheville-based Milk and Honey Co., which makes sleeping bags for children. Lucky Sheep, out of Burnsville, will sell its wool sleeping bags nearby. Technical equipment, like Astral’s life jackets and footwear and climbing harnesses manufactured by Banner Elk-based Misty Mountain Threadworks, will also be available.

“People are excited to be part of a collective of like-minded people who love the outdoors and share passion for being good stewards of the outdoors,” Walters said.   

Dylan Schemel opened Pisgah Bike Works eight months ago, shortly after he began servicing and building bikes in the area. The businesses expanded when it began offering its Pisgah Frames, outfitted with components from local manufacturers. As he considered a location for Pisgah Bike Works, he learned about the WNC Outdoor Collective. 

“It’s a dream come true to have a brick and mortar retail location,” he said. “But to do it in a place like this, a cooperative setting with other businesses with similar visions and goals, makes you feel like you’re part of something bigger. That’s exciting.”

While outdoor enthusiasts can shop inside at the WNC Outdoor Collective, fans of local beer will find something on tap at the Beer + Gear bar in the courtyard. Operated by Randy Giles, who opened BAD Craft on Cherry Street in late 2017, the bar will open at 1 p.m. on Friday. When Beer + Gear opens permanently next week, Giles will offer beer, cider, wine, kombucha and other non-alcoholic drinks. 

Randy Giles, who founded BAD Craft in 2017, will operate the Beer + Gear bar in the courtyard of the WNC Outdoor Collective, which will hold its grand opening on April 2. Beer + Gear will offer local beer, cider, wine and kombucha on its 16 taps in its Black Mountain Avenue location. Photo by Fred McCormick

In the coming weeks, Cup of Jomo, a coffee shop owned and operated by Joseph Morris, will debut nearby in the courtyard. The menu will feature standard café beverages like classic batch brewed drip coffee, espresso, americano, latte and others made with coffee beans from Dynamite Roasting Co. The barista will also offer a rotation of seasonal specials. 

Picnic tables and a design that blends modern elements with existing features of the building create an environment ideal for a beer after a long bike ride or a coffee before a morning hike, according to Walters. 

Joseph Morris, owner and operator of Cup of Jomo, is preparing to open his coffee shop in the WNC Outdoor Center in the coming weeks. Photo by Fred McCormick

“We’re in a place where you can start your bike ride, or end it,” he said. “Or, you can meet there to set up your morning run. We made it super accessible, so you can bring your bike inside with you and see it the whole time. We’re putting a 20-foot bike rack in the courtyard.”

While the merchandise in the WNC Outdoor Collective showcases local manufacturers, the work inside the building reflects the skills and craftsmanship of local contractors, according to Walters.

“The lights over the bar come from Splurge by Robert Nicholas, a very talented artist out of Asheville, and that’s one of the touches that makes the entire space feel like a work of art,” he said. 

The WNC Outdoor Collective will function as a shared retail space for makers of outdoor gear and apparel in the region. The Black Mountain Avenue business will hold its grand opening on April 2. Photo by Fred McCormick

The building will also serve as the office for the executive director of the Wilderness Education Association, Ryan Carlson. The volunteer-driven association, founded in 1977, is a volunteer-based nonprofit organization that focuses on the development of professional outdoor leaders and educators. 

When the WNC Outdoor Collective opens on Friday, there will be something for everyone who is active outdoors, according to Walters, and the grand opening will introduce the public to the people who made the project possible. 

“We really just want to celebrate this new space for the outdoor community here in Black Mountain,” Walters said. “It’s going to be a lot of fun.”