Hello Buncombe County!
This week’s Tuesday Small Business Highlight tells a story of resilience and reinvention. Meet Kelly and Hail Mary AVL, an Asheville restaurant born from a difficult moment and rebuilt with intention, identity, and community at its core. Set in one of the city’s oldest buildings, it’s a space where fresh ideas meet deep roots, and where everyone is meant to feel welcome.
Tell us the story behind your business. What inspired you to start it, and how did it all begin?
Hail Mary opened in January 2025 and it came out of tragedy and opportunity. When Helene hit, Tastee Diner did not have the means to continue doing business despite our efforts. As the GM of Tastee, I had the awful job of either letting the staff go or come up with another plan. I decided to buy the restaurant within like 48 hours of the thought crossing my mind. I then gave it some thought and figured it’s time for something new. We are rebuilding after the hurricane and we could use something fresh. We can let Tastee be Tastee in our hearts and still respect what it was. With rising costs, it’s impossible to have a small dirt cheap diner anymore, it was never going to be the same.
Why Buncombe County? What made you choose this area to plant roots?
Asheville has a way of capturing people’s hearts. Years ago I would come to Asheville to get away from my Nashville high stress life. I always wanted to live in the mountains and woods and I finally just pulled the plug one day and moved over here. It was a hard move, but I always knew it was the right thing for my mental health and future.
What’s something about your business that most people don’t know?
People ask about the name a lot. Hail Mary has a lot of meanings to me. For one, I opened a restaurant when our entire hospitality industry was struggling from the disaster… so we were really throwing a Hail Mary that this iteration in this 100+ year old building sticks. Another reason, the divine feminine. Our theme is very female, specifically 90’s and 2000’s pop stars. Finally, I studied entomology in college and I wanted a praying mantis as my logo… and boom it just fit with Hail Mary so perfectly.
What’s been your biggest challenge as a small business owner here?
I assume most are going to say costs, and it’s true. Never will I undercut my employees pay, I have been in this industry for 23 years. I know their worth. So, how do I pay them a worthy pay AND afford the rising costs of goods and rent? People don’t realize that if the food at the grocery store is expensive, it’s just as expensive for us, and we have to charge accordingly. Which then also goes back to the employees because if their goods and bills are increasing like mine are, I need to keep up with that. The other end is how to keep the business in this location and viable. Properties are selling to out of state corporations and rents are rising or they’re getting booted. I am currently trying to secure my property so I don’t lose everything to developers who don’t care that this is Asheville’s oldest standing restaurant.
What’s been your most rewarding moment so far?
This is easy. People coming up to me and telling me I gave them a place to feel safe and seen. Every day it’s scarier for queer people and BIPOC in public spaces and I will always make sure they are safe under this roof. Another local business owner (WHISK) recently told me how she and her friend came here and appreciated that they could be 100% themselves. We will always protect our community, including our immigrants. No one is illegal here. I am so grateful that people can feel that here because honestly, what else do we need? :)
What’s next for you? Anything exciting coming up that readers should know about?
Maybe a nap! Your girl is tired! Honestly, Hail Mary has all my attention for now, and hopefully does for a long time. As for fun stuff here at the restaurant… every Sunday we have our Sunday Sunset Sets where we feature a different DJ and run some fun food specials. We have some little parties here and there too, so definitely keep up with our social media page for Spring and Summer events including Pride. We also will be having our second AYCE Maryland Crab Feast in June where I overnight live crabs from the Chesapeake! Lastly, we do fundraisers constantly for local organizations including CIMA, YMI Cultural Center, Slay the Music, Campaign for Southern Equality, etc. If you have an organization you would like to get our attention, email me!
If you’re looking to support a business that stands for something meaningful, Hail Mary AVL is worth a visit. It’s places like this that help shape the heart and future of Asheville.
We invite everyone to learn more about Kelly and the team and to follow them on instagram @hailmaryavl.
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