Glowing neon letters spelling out “Mars Theatre” beckon as the sun sets on Main Street in the small Western North Carolina town of Mars Hill. Music begins to fill the air as you open the big double doors of the old 1947 cinema house and follow the stairs down to a whimsical eatery, brewery and makeshift community center.
Scott Spruill, who operates Mars Theatre Brewing Co., stands at the bar clad in a leather motorcycle jacket as he chats with a few regulars. No one seems a stranger here, even a newcomer venturing in for their first visit — especially a fellow motorcyclist.
Spruill and his brother, Rick, run Mars Theatre Brewing and Chimney Rock Brewing. They both are avid motorcyclists, with Rick on his Harley-Davidson and Scott preferring his 2021 BMW 1250 GS.
“My whole life. My dad got us both into it as kids, minibikes, PW 50s YZ 80s. My brother has never not had a bike,” Spruill said. “I got a job and got a (Harley-Davidson) Dyna Wide Glide. Beautiful bike, loved it. I rode for about five years, and then it was time to have kids.”
As most riders can relate, selling the bike was bittersweet.
“It dawned on me you can have an emotional attachment to metal and chrome,” he said.
The road from Spruill’s native New Jersey to the Blue Ridge Mountains of North Carolina was not without its share of heartache and family tragedy following the death of his 20-year-old son a few years ago. Spruill relocated to the Tar Heel State and began a new life. The brothers purchased the old Hickory Nut Brewing, which included the theater and a riverfront location in Chimney Rock.
“Coming from New Jersey, it’s great that you can avoid traffic lights, stop signs and tons and tons of traffic. My brother and I go up to Pisgah, have lunch on the Blue Ridge Parkway. All you have to worry about is deer coming out into the road. It’s actually magical,” Spruill said.
There’s plenty of great motorcycle roads in the region, making the breweries at Mars Theatre and in Chimney Rock popular stops for riders exploring the region.
“I have a (BMW) 1250 GSA. That bike is built for these roads,” Spruill said. “I sold my Harley to start a family. I bought a BMW car, fell in love with BMWs. When it was time to get back into riding, I looked at Harleys, but it just wasn’t my personality. I love the BMW’s style.”
Spruill’s personality also shines inside the Mars Theatre. He’s remodeled the once-sparse brewery to feature softer lighting via chandeliers, artwork adorning the walls. Reworked seating areas perfect for conversations while music acts or visual effects fill the large stage up front.
“I love the theater. I’m a movie buff. I love live music. We have live music Friday, Saturday nights. The place rocks out. It’s a real cool theater,” he said. “We’re trying to put Mars Hill on the map. I like to think it’s going to be the next boutique town.”
As a riding destination, Mars Theatre Brewing makes a great stop for a meal with its wide menu, large craft beer selection and family atmosphere.
“We’ve got Philly cheesesteak. We’ve got a good selection of sandwiches, potato wedges, quesadillas, pull-pork nachos fully loaded; 90% of the beer we serve here, we brew here,” Spruill said.
Troy Bernhardt, 58, makes the Mars Theatre a regular stop when he’s in downtown Mars Hill.
“I love this place. When I moved here, this was the first place I came to and automatically made friends. Everyone in this place is friendly. Instant friends. Of course — the owner, he’s great,” said Bernhardt, who said he grew up riding dirt bikes and wants to return to street riding. “The chicken wings are really good. I’ve had the quesadillas, they’re really good. Really good food. The atmosphere is what makes it. You can’t beat that.”
The venue also features karaoke, open mike night, talent shows and theme nights like cowboy & Western or ’80s dance parties.
“We do a variety of things. It just not a brewery even though we have phenomenal beer,” Spruill said. “We love when bikes come out. I see guys come in with helmets, I walk out to see what they have. There’s street parking along here. If bike groups reach out to me and say they’re coming by, I can create a bunch of spaces behind here, get them set up. We’re cater to them, give them the whole loft with waitress service if they want.”
Unlike many establishments that joined the craft-beer boom in the last few years, Mars Theatre avoids the cold, industrial metal building motif so common with other breweries. Absent are the utilitarian facades and concrete tables. Visitors find it welcoming and a natural part of the community.
“That’s why my brother and I like this one and Chimney Rock. A family with six kids comes in, and I’ll be like what do you kids want? Want some Lion King, Dora the Explorer. I’ll throw it up on the screen. Even though we get a lot of tourists — people from Asheville or Wolf Laurel — it’s a small town. We’re really like a ‘Cheers,’” Spruill said.
The Mars Theatre is not far from the Tennessee state line on Interstate 26, which features one of the most scenic interstate highway views on the East Coast as you descend eastward from Sam’s Gap. Roads to the northeast take you into the North Carolina high country. To the north-west, Hot Springs makes for an enjoyable excursion.
“That’s what cool about this place. Whatever direction you’re coming, you’re going to be rid-ing beautiful roads. We go to Cherokee; we go to Black Mountain. All the bikers go to those well-known spots. When you come across a little hidden gem, that’s what sticks in your mind. That’s what you remember. That’s what I hope eventually — organically — will happen with bikers here,” Spruill said.
Whether you ride in a large group or venture alone on your private two-wheeled journeys, the Mars Theatre makes a great roadside stop to relax and enjoy a meal. You’ll find the owner an understanding fellow adventurer.
“With where I am in my life and what I’ve gone through, I’m fine solo riding. I love being able to go do what I want to do,” Spruill said. “It’s a great outlet, just a good release, a good way to turn everything off for a while.”
