The Grandiflora is Blooming
A premium event venue combining historic charm with modern amenities is taking root on Magnolia Avenue, and we want you to have a front-row seat to this spectacular reimagining. Welcome to the Grandiflora’s inaugural newsletter—your exclusive source for progress updates as we count down to our official opening.
The Grandiflora was designed to be unlike any other venue. From the romance of a wedding to the soul of New Orleans jazz, our beautiful spaces provide the perfect setting for 'best-ever' events and performances. We know that service and comfort are paramount—but it’s the meticulous touches that truly create the magic!
A glimpse at our
one-of-a-kind details
STUNNING SPARKLE
A grand-scale, sculptural chandelier of Magnolia blossoms,
bathing the Grand Hall and our brides in a luminous glow.
MASTERFUL SCULPTURES
Several premier outdoor works by the renowned
Julie Warren Conn, transforming our grounds into a gallery.
VIBRANT ARTISTRY
Custom stained-glass windows by Laura Goff that
bring a kaleidoscope of color to the interiors.
SOUND EXCELLENCE
A world-class Steinway grand piano,
ready for its first standing ovation.
LOCAL CRAFTMANSHIP
Custom iron railings for the balcony and stage,
forged by Aespyre Metals.
ARTISAN TOUCHES
Master woodworker Brian Marsh is handcrafting
an intimate garden arbor and mobile bars designed
exclusively for Grandiflora events.
EARTH FRIENDLY
A Net-Zero venue powered by solar energy for a
celebration that feels as good as it looks.
A Nonprofit Heart:
The Grandiflora Mission
The Grandiflora is set to redefine the local event landscape by proving that “premier” doesn’t have to mean “exclusive.” Opening in Spring 2027, the venue is more than just a new destination—it is a project with a nonprofit heart, owned and operated by the Grandiflora Foundation.
The foundation’s mission is simple: provide distinct, unforgettable spaces that are inviting and accessible to everyone. From world-class concerts and weddings to local corporate gatherings and neighborhood celebrations, the Grandiflora aims to be home for a wide variety of events.
The project is a labor of love for Grandiflora Foundation founder and board chair Phil Lawson. After a successful career in finance and real estate development with Lawler Wood and LHP Capital, Lawson is leveraging his professional background to fund a lifelong passion for design and the arts.
“I’ve always dreamed of creating a home for music, especially jazz,” Lawson says. He credits former City of Knoxville Council representative Gwen McKenzie for introducing him to the site. “As soon as I saw it, I just got this feeling that we could turn it into something awesome for the whole neighborhood.”
By making affordable weddings and events a priority, the Grandiflora ensures that community remains at the center of its mission. Whether guests are gathered in the Grand Hall, the gardens or piano bar, the atmosphere is designed to be warm, inclusive and memorable.
Photo by Mark Parrot
The Excitement is Building:
Construction Update
The transformation of the historic church at 2439 E. Magnolia Ave. into the Grandiflora has officially reached the nine-month mark. At the heart of this progress is the excellent design by McCarty Holsaple McCarty (MHM), whose architectural artistry is now visibly turning this landmark into a premier entertainment and event venue.
Extensive work by Christopoulos & Kennedy Construction is nearing completion in the former church sanctuary. This 8,000 sq. ft. centerpiece—now known as the Grand Hall—has undergone comprehensive infrastructure upgrades, including modernized mechanical, electrical, plumbing and sprinkler systems. Standout features of this renovation include restoration of the original and magnificent cathedral ceiling with dramatic exposed beams and the installation of sleeper system flooring. The floor’s original slight grade has been leveled and fitted with a special subfloor system that creates a “cushion” effect—a hidden luxury for guests standing or dancing the night away.
The Grand Hall will host up to 400 guests, while the balcony has been greatly expanded to accommodate 100 guests. Throughout the restoration, the team has meticulously balanced respect for the building’s historic architecture with the installation of state-of-the-art acoustics, lighting, and sound systems, ensuring the Grand Hall is as functional as it is beautiful.
Expanding the Footprint
New walls and roofs are up for a 5,000 sq. ft. addition on the building’s east side, which will serve as an 85-seat venue for live music, jazz, and intimate gatherings. (We can’t wait to share the very special name and logo for this venue—and a closer look at its phenomenal finishes and decor—in our next newsletter.) This new wing also will house modern restrooms, three private dressing rooms and a catering kitchen designed to service the entire complex.
As the weather warms, attention will shift to the exterior. An inviting courtyard is being built adjacent to the new wing with expansive sliding doors that open to provide additional outdoor seating for up to 160 guests. Just catty-corner from the Grandiflora, a quarter-acre public park anchored by a 1,600 sq. ft. Gate House also will be developed, further enhancing the venue’s many uses.
