SoCon Announces Expanded Partnership with FIRC Hospitality

ASHEVILLE, NC – FIRC Hospitality and the Southern Conference (SoCon) are proud to announce an expanded partnership that reaffirms a long-standing relationship built on mutual support, community engagement, and a shared commitment to Asheville’s continued growth as a destination for athletics, business, and culture.

For more than a decade, the SoCon has brought its championship spirit to Asheville, strengthening the city’s reputation as a premier location for collegiate sports and community connection. FIRC Hospitality has proudly stood alongside them as both a host and a true partner. From welcoming teams and fans to providing a home away from home for SoCon staff and administration, their hotels have become an integral part of the SoCon experience in Asheville.

That relationship is now entering a new chapter. FIRC Hospitality’s collection of properties, which includes Cambria Downtown Asheville, Haywood Park Hotel, and Country Inn & Suites Asheville River Arts District, will officially serve as the home base for the Southern Conference’s administrative meetings and visits throughout the year, including their prestigious Hall of Fame, Symposium, and Business Leader Forum events. This new role reflects the trust, professionalism, and shared vision that have grown from years of collaboration.

“We’re honored to deepen our relationship with the SoCon in a way that brings their leadership closer to the heart of Asheville,” said Ryan Tarrant, VP of Sales & Marketing at FIRC Hospitality. “Our hotels have long been a part of the SoCon’s story here, and this next step reinforces our shared commitment to the city and the student-athletes, coaches, and fans who make these events so special.”

“FIRC has truly become a second family to the Southern Conference,” said Jordan Trolinger, Associate Commissioner of the Southern Conference. “Their people go above and beyond to make our staff, coaches, and student-athletes feel at home every time we’re in Asheville. It’s more than hospitality—it’s a shared vision for what community and partnership can look like. We’re proud to call their properties our home away from home and to continue growing together in a city that embodies the spirit of the SoCon.”

As Asheville continues to grow as a hub for regional athletics and major events, FIRC Hospitality is proud to help shape that future in partnership with organizations like the Southern Conference—those who understand the power of bringing people together.