A favorite pastime for many of Montreat’s summer visitors involves making a visit to the rocking chairs at Moore Center. There, you will find many a “Montreater” donning a new Montreat T-shirt, sipping on a cool, crisp Cheerwine, or simply listening to the hum of the Lake Susan Dam as they rock. Tucked behind the lake and nestled beneath the trees at Moore Center, The Montreat Store is more than just a place to grab a sweatshirt or a sticker; it’s a cornerstone of Montreat magic.
I spent three days shadowing the Montreat Store staff this summer, which allowed me to get a behind-the-scenes look at how this small shop plays a big role in the Montreat experience. From Monday to Wednesday, I watched the rhythm of the store ebb and flow. One minute, it would be completely quiet. The next, a wave of conferees would pour in; youth race for a cold soda, friends carefully choose matching hoodies, and adults pick up gifts to take home. I was so impressed with how the team shifted effortlessly between these extremes, keeping the space organized, stocked, and inviting no matter how busy it got.
Taylor, the new store manager, is diving headfirst into her first summer in the role, and she is working hard to make sure the team is prepared for anything. The Montreat Store staff must constantly respond to the needs of the moment: managing inventory, rearranging displays, answering questions, and adjusting to sudden crowds. But their goal goes beyond retail: They aim to create a space of hospitality where every person who walks through the door feels that they are part of something bigger.
On the back porch, you’ll find a special gathering place where first-time visitors and returning guests alike try out rocking chairs and swap stories. It’s truly a space where generations connect. Inside, the store reflects the same spirit. New merchandise and designs, like a sticker created by staff member Jacob, mix with the timeless staples that bring people back year after year. From toddlers clutching stuffed animals to grandparents sharing stories about their time on Summer Staff years ago, each person’s unique Montreat memories are reflected here.
Each week, the most popular item changes. One week it’s the pink hoodie, the next it’s the yellow T-shirt that everyone suddenly must have. But one thing remains a consistent favorite, tucked in the back corner of the store: the Cheerwine. Nicknamed “Cheerwine Mountain” by the staff, this stash of cherry soda is a top seller week after week. There is even a limit on how many cans one person can buy. You’ll find kids carefully counting quarters to grab one and adults picking one up for the drive home.
Like the rest of Montreat, the store is preparing for bigger and busier weeks ahead. Even in the chaos, the team behind the counter will keep doing what they do best: Welcoming guests, folding with care, and helping everyone find a piece of Montreat to take home.
Kayden Foyles is the marketing assistant at Montreat Conference Center as part of Summer Staff. She is a rising senior at North Carolina State University studying Communication Media.