August 13, 1941 ~ August 27, 2020

Born in: Asheville, NC
Resided in: Asheville, NC

Charles Riley Price, Jr., 79, of Asheville, N.C. and Boynton Beach, Fla. died after a brief illness on August 27, 2020 at home in the cool Blue Ridge Mountains, surrounded by family and resting in God’s eternal promise of healing.

Charles is preceded in death by his parents; two sisters, Henrietta Price Gillespie and Georgia Price Kinney; and a beloved nephew, Robert Paul Kinney.

Born on August 13, 1941 in Asheville to U.S. Marshall and Mrs. Charles Riley Price, Sr., Charlie’s unorthodox childhood helped form him into not only an extraordinary husband, father, grandfather, mentor, competitor, leader and friend, but most importantly, a committed disciple of Christ.

Charlie was reared in Asheville and upon the death of his father and later his mother, attended middle school and high school in Dobson, N.C. Charlie met his one and only in the halls of Dobson High School his senior year on March 7, 1959. He graduated from the School of Journalism at the University of North Carolina at Chapel Hill in 1963 and that fall married his high school sweetheart, Charlene Haynes.

They moved to Asheville, where Charlie worked for the Asheville Citizen Times and later the Olin Corp. In 1965, he joined the U.S. Army Reserves and served six years.

In 1967, Charlie started Price/McNabb, a small ad agency, with Gerry McNabb in Gerry’s basement. During “lean” agency years, Charlie picked up extra income as a visiting professor at Western Carolina, teaching night classes in marketing; and as a sports stringer for the Asheville Citizen Times.

Charlie founded the WNC American Advertising Federation (currently known as Ad Club WNC), later served as president, and would grow Price/McNabb into a regional agency with offices across the southeast, and later headquartered in Charlotte where he and Charlene lived part-time. Charlie had a knack for attracting to Price/McNabb extraordinary talent, brand name clients, and a stable of regional, national and international awards, including a Gold Lion at Cannes.

Charlie had a keen respect for the art and science of advertising and a deep loyalty to the clients and colleagues who allowed great work to bloom during the agency’s 44-year tenure, many of whom became steadfast friends. He was the first advertising inductee into the N.C. Journalism Hall of Fame. Charlie served on the UNC Board of Visitors; a variety of local, regional and state boards; and with an array of civic and social groups.

A consummate gentleman and competitor, Charlie was a passionate supporter of amateur golf and a fine player. More than any other sport, golf offers multi-generational fellowship and connection, and Charlie worked diligently to promote and elevate amateur play. He created extraordinary memories of fellowship with special people at clubs and courses around the world. Over the last two decades, he spearheaded national events that put his home course in the spotlight. He founded a tournament to celebrate amateur golf. He nominated competitors for recognition and he had legions of friends at Biltmore, Quail Hollow and Quail Ridge. However, nothing brought him greater joy than mentoring and encouraging aspiring junior golfers, especially his grandchildren.

Charlie spent five decades at First Baptist Church as a member, deacon, youth basketball coach and part of the Gideon Sunday School class. His faith was further strengthened when he joined Biltmore Church in Arden, N.C. and attended Royal Poinciana Chapel in Palm Beach, Fla. He planted and attended a number of Bible studies and men’s fellowship groups in Asheville and in Florida. Charlie gave generously of his time and resources, in accordance with his faith and his encouraging nature.

Charlie treasured his family and loved them well. He took pride in their character and accomplishments, and pleasure in creating wonderful experiences and places for them to gather — in the mountains, at the beach and in Florida. He had an uncanny ability to make Bingo games, talent shows, putt-putt tournaments, sports pools, and every holiday, event or gathering feel like the “best ever.” Poppy adored his five grandchildren, recognized and nurtured their talents, supported them unconditionally, and lovingly articulated his standards and expectations.

He is survived by his wife of 56 years, Charlene; two children, Charla Price Muller and Charles Riley Price III; son-in-law, Bradford Duncan Muller; five grandchildren, Georgia Elizabeth Muller, Henry Bradford Muller, Eleanor Hebert Price, Anne Riley Price and Charles Riley Price IV; nephew Dennis Kinney and family; niece Kay Kinney Dye and family; and niece Nancy Kinney and family.

Charlie’s medical “village” was top notch and the family extends special thanks to Dr. Jim Cummings, Judy Phillips with Messino Cancer Center, Dr. Eric Kuehn, Dr. Tom Mulford, and Marsha Lunsford with Hospice.

An outdoor memorial service is scheduled on Thursday, Sept. 10 at 11 am at Biltmore Estate. Family and friends are encouraged to allow ample time to enter the estate, arrive and park, and manage a short walk to an outdoor tent. Golf cart transportation from the lot to the tent will be available if needed. Guests will not need to purchase a ticket to gain access to the Estate for the service. When you arrive at the ticketing center, just let the guards know that you’re attending the Price memorial service and they’ll direct you to the parking area.The service will also be live streamed via the Groce Funeral Home Facebook page ( – under the “More” heading, click on “Videos” to watch the stream.

In lieu of flowers, the family kindly requests donations be made to Western Carolina Rescue Mission, 225 Patton Ave., PO Box 909, Asheville, N.C. 28801 or Biltmore Church, 35 Clayton Road, Arden, NC 28704.

Groce Funeral Home’s Lake Julian location is assisting the family.


Memorial Service: September 10, 2020 11:00 am

Biltmore Estate
1 Lodge Street
Asheville, NC 28803

Funeral Home Assisting The Family:

Groce Funeral Home at Lake Julian
72 Long Shoals Road
Arden, NC 28704


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  1. Even though we lose, Heaven is a winner. We will always remember “The Commander” ~ he will forever be a member of our family …. I bet by now he has all the angels arranged in a very organized manner to best benefit heaven’s celebrations. He will NEVER be forgotten and will FOREVER be missed….much love ….ronnie & patty sue

    • While I never met Mr. Price, the glowing nature in which you and Mr. Grove spoke of him made me feel as though I did know him. Only someone of truly great character could receive the amount of praise you and Mr. Grove gave him on a truly consistent and organic basis.
      Having heard your praise and having the pleasure of meeting Mrs. Price, I felt as though I knew Mr. Price well. I was able to see first hand how much of a beautiful soul Mrs. Price is, and from all I’ve gathered Mr. and Mrs. are one in the same.
      My heart breaks for Mrs. Price, her family and the numerous amount of family friends that are grieving during these times.
      I pray that everyone finds comfort in knowing where Mr. Price is and who he is with. “Greater than we could ever think or imagine” is God’s promise of heaven to us and although it hurts immensely, I find comfort in knowing that’s where Mr. Price is now.

  2. How can one person affect so many lives? Charlie was the master “networker”. He found the very best in everyone and got up every day asking “How can I make today more special for someone”? He connected everyone and made us all better. He served God every day. He allowed Rick and I to become a part of his family and we will forever be grateful. We met in Asheville, then followed him to Sunset Beach and then on to Quail Ridge. We cherish the memories of Charlie Price. See you on the other side, my friend.

    • Rick and Lee, we lost a true friend. This one was a shock, a punch in the gut. I hope you are doing well and that we can get together one day soon.

  3. I had the good fortune to have Charlie let me be his friend. I truly cannot think of a better man that I have met in my lifetime. Always made you feel special and important. He was calm and powerful in difficult situations and always led with love. And what a lover of the game of golf. I still remember the last time I played with him at BFCC, he walks to the tee and stretches out like he was 15 years old then proceeded to completely dominate the day!! And the way he commanded the first tee at the Wells Fargo Championship taking great care of the children to be sure they got a good spot to see. What a wonderful man and leader. He will be greatly missed. A life very well lived.

  4. Our dear classmate of DHS class of 1959….You were such a joy in school and the last time we saw you were encouraging Ray and I to continue our mission trips and spread the good news of Christ. Charlie was one that folks loved being around and always enjoyed a conversation with him. He loved the Lord, wife and family and friends because he would talk about them when we were at a High School reunion….You will be missed friend…but…knowing you are at home with Jesus gives us sweet peace. May the peace of our Savor cover each one of you during these days…..He sees, He knows and He will be with you…..libby and ray holder

  5. Dear Friend…Classmate of DHS class of 1959….Oh, what fun we had in school together….Was always fun to sit with the Prices at our High School reunions….talking of old times and the fun times. He was a great man of character, encouragement, and Christ follower. Loved his family and friends and enjoyed telling you about them. You will surely be missed friend…but…knowing you are home at last with Jesus gives us a sweet peace….May HIS peace be with all the family and friends during these days….Praying for sweet family……libby and ray holder…Class of 59

  6. We so enjoyed being with Charlie and Charlene when they came to Dobson. Wayne and Charlie were friends since 1951. He called to keep in touch and tried to get together when he came to town. He will truly be missed by us. Our prayers and thoughts are with the family. God certainly has a new shinning angel!💛💛😢😢

  7. Jesus has taken one Christian Soldier to heaven. Charlie was one of the great souls on earth.His love of people and family was legendary. I learned a great deal from Charlie because he allowed me to spend time with him at work, in the community and on the golf course..Charlie knew how to be a friend—paying attention and writing notes of encouragement to say he loved u..God rest his soul but they don’t come any better than Commander Price—he and Xman are on the back nine in heaven—X showing him his new move—Doo

  8. So many wonderful memories of Charlie. The obituary seemed to say it all. Heaven is getting one of the best. We are so sorry for your loss our prayers are with the entire family.

  9. I am deeply saddened to learn of Charlie’s passing. He was my first friend from our early childhood on Unadilla Ave. He and Charlene’s first home was next to ours in a small garage apartment. He was a self made man and I was always proud of him. A man of God who loved his wife and family dearly. So thoughtful and caring for all. I’ll look forward to seeing in Heaven. My prayers are with all the family.

  10. Charlie Price was a great man. He and the entire family always made people feel welcome whenever you were around them. Mr. Price always was interested in “you” and what “you” had going on. I was blessed to have spent time with him and the family, when I was in high school, and he was a very generous and genuine person. God gained a angel. My thoughts and prayers are with Charlene and the family.

  11. Dear Charlene and family, Charlie and I go way back to just out of High School. Playing basketball for everyone that we could at the old YMCA men’s league. I knew then Charlie was different by the way he handled himself. So in control, so kind in so many ways to everyone. Later on in life I understood how it was. It was Jesus Christ in his life that made the difference. And that made the difference until he drew his last breath. We will be praying for Gods Grace to be sufficient for all your family during these times. Looking forward to spending more time in Heaven with Charlie.

  12. I am so sorry to here of Charlie’s passing, and I extend my condolences to Charlene and the family. I knew him going back to the Price-McNabb days and always looked forward to seeing him around the community when I was with Square D Company. When you were with Charlie, it was never about him; but rather about you and what was going on in your life. The last time we crossed paths was while awaiting dental work. Having not seen each other for some time, we enjoyed catching up, talking about our common Alma Mater: UNC- Chapel Hill, and other subjects. As we parted we made sure we had each other’s contact information to enable us to have lunch in the near future. Sadly, a major regret that it never happened. Charlie was a class act and a true gentleman who will never be forgotten.

  13. Charlie was such a special mentor and friend, and I can’t put into words what a special brand of southern gentlemen he was. He gave me guidance as a brand new 23 yr old looking for a job in advertising, and I still remember his advice today. Through the years although I never worked for him, he became a valued client and later a friend and golf advisor. Charlene, I feel for your loss and pain, and may you be comforted to know he helped so many others along his journey.

  14. How could Charlie have so many friends? Because he was a friend to so many. He had time for us. He cared about us. It was never about him, as accomplished as he was. He was always about others. He was always about causes that helped others.

    Charlie was an excellent golfer, but he was THE BEST at getting out of trouble, or scrambling to tie or win a hole. He never gave up. If you felt that you had him, that’s when he had you!

    Charlie, thank you for your life, for the good that you did, for the difference that you made. We know where you are, my friend, both now and forever more. Well done, thy good and faithful servant!

  15. Charlie was such a fine man and I was so blessed to have had him as a friend all these years. My heart felt thoughts and prayers are with you.

  16. My prayers and sympathy are extended to the loving family of Charlie.He will be missed by all of his old friends-he was a great guy and respected by everyone.

    Neil Thagard

  17. What an inspiring self-made man that made an endearing impact wherever he worked or played. In short, Mr. Price has left an awesome legacy. Sincere condolences and comfort to the family in their time of grief.

  18. Charlie Price was an Angel to my family. He was such a good friend to my brother Mickey and there for him as his health declined. Mickey told Charlie he was worried about leaving his mother and Charlie told him that he would take care of her and take care of her he did. Every Saturday morning Charlie would bring mom breakfast from McDonald’s and leave it on her front porch. If Charlie was out of town he would have a friend of his get mom’s breakfast not only for one meal, but for two. He kept a promise that he made to a dear friend not only by bringing breakfast, but calling and checking in on her regularly. Charlie Price was a Prince of a man and an Angel to the Hoyle family. The Hoyle’s send their sympathy to his wife Charlene and their family. I’m sure there is a joyous reunion happening in Heaven with Charlie, Mickey, Mom and Dad.

  19. We were so saddened to hear about Charlie but feel so blessed to have gotten to know him. He was always such a joy to be with and our times were filled with laughter, always. He shared such great pearls of wisdom and always made himself available to help in any way. He is an example of what great humanity is all about and will be deeply missed. Our prayers continue to be with the Price family in this moment that God will comfort you in only the way He can. Love you all much.


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