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Meet Sierra
Hi, everyone! I’m Sierra Jones, Vice President of Destination Marketing & Development at Visit Greenville, NC. I was born and raised in NC — I’m from Deep Run in Lenoir County — and moved to Greenville in 2006 to attend East Carolina University (go Pirates!). After undergrad and grad school, I started working for Visit Greenville, NC in 2012 and have been sharing all the people and places that make Greenville and Pitt County special ever since. I love Eastern NC because it’s home — I have deep roots here with my partner, his sons and our cats, and we love how you can simply follow the flow of the day and discover something new around every corner.
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Morning Moments
- Backstage Coffee & Moosie's Catering Company: Walking into Backstage is an immediate serotonin boost: bright colors, glitter and disco balls. I love trying their special pop culture-themed menus (Taylor Swift, Harry Styles, “Gilmore Girls,” etc.) but their classic Sunshine Daydream cold brew and Lavender Fields Forever latte always hit the spot. They also use local Farmville-brewed Lanoca Coffee! We love to grab a coffee and some Locro soup and chicken & red pepper empanadas from Moosie's Catering Company (in the same house) and sit on the back patio.
- Sweet Violets: This is our go-to Sunday brunch spot on Dickinson Avenue. NCRLA 2023 Pastry Chef of the Year Emily Parker makes the most incredible sweet potato cinnamon rolls, French toast and pimento cheese biscuits you can imagine! They also serve Lanoca Coffee alongside other specialty drinks like my favorite blueberry lavender lemonade.
- The Scullery: This is a downtown favorite among locals for breakfast and lunch. I love their veggie scramble (add avocado), and I always order a "table pancake" to share. Choose from pumpkin pancakes in the fall, cinnamon roll in the winter and lemon blueberry in the spring/summer!
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Afternoon Finds
- Wildwood Park & River Park North hiking trails: This beautiful, primitive trail system offers river and lake views, perfect for bird-watching and observing local flora and fauna.
- Greenville Greenway: Nearly 10 miles of paved walking trails wind through downtown Greenville and along the Tar River through the ECU-adjacent neighborhoods.
- NC Museum of Natural Sciences at Greenville & Contentnea Creek: It’s great for families and learning about the science of our region and the natural world.
- Local Oak Brewing Company: We love to relax at this lowkey taproom with creative and tasty brews. They also have the most beautiful outdoor beer garden: Imagine sitting at picnic tables under a massive shady oak tree and enjoying the breeze with a cold beer!
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Dinner Plans
- Sam Jones BBQ: I grew up just one county over, so Skylight Inn "Pete Jones" BBQ in Ayden was a special treat for us, and third-generation pitmaster Sam Jones is continuing the tradition and spreading the whole hog, wood-cooked, vinegar-sauced Eastern NC barbecue gospel in Winterville. It was even awarded a 2025 MICHELIN Bib Gourmand award for high-quality food at great value. The iconic Jones family tray of barbecue, slaw and cornbread is always my go-to, but I’m also a big fan of the smoked turkey and catfish bites (locally raised in Ayden!) along with mac & cheese, baked beans and sweet potato muffins. The banana pudding hits all year long, and the seasonal strawberry pudding is made with local strawberries from Strawberries on 903 in Winterville!
- Starlight Cafe & Farm: It’s been an icon in Greenville for more than 20 years! You’ll find locally sourced ingredients, many from the Boutilier family's own farm just outside town and other local farmers or suppliers. My go-to here is NC shrimp & grits, the vegetarian special or the burger made with local grass-fed beef. For dessert in the spring/summer, it has to be Bill Smith's Atlantic Beach pie. Starlight is renowned for its bar program, so I always try a rotating seasonal cocktail too.
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Evening Energy
- Dickinson Avenue in downtown Greenville: This is the quintessential spot to go for a stroll and discover amazing food, drinks and nightlife. There’s fine dining at Chef Luke Owens' Native Fine Diner or Chef Brandon Qualls's Ford + Shep; outdoor container taco and tequila spots like Amante Tacos + Spirits; and the speakeasy, jazz club-style Black Rose Bottling Company. Along the way, you’ll find public art and murals, plus the Dickinson Avenue Farmers & Makers Market for local food, art, plants and gifts, all from within 50 miles of Greenville-Pitt County. Pitt Street Brewing Company sports great indoor and outdoor patio seating to grab a drink, talk, play games and people watch. Down the street, the new Birdie Bar golf simulator bar is the spot to practice your swing.
- Sundays in the Park Summer Concert Series at Town Common & Wildwood Park: Kick back and catch a live show from local and regional bands and relax before starting another week.
- The Music House: This charming and historic B&B is like a dollhouse filled with music and instruments. Owned and restored by an ECU School of Music professor, this is a perfect place to stay for some local character and still be walkable to all downtown Greenville has to offer.
This insider was produced in partnership with Visit Greenville, NC.