Our Caring Staff
Once you request the services of Groce Funeral Home & Cremation Service, we will immediately put our experienced funeral professionals to work for you. A single, dedicated individual will stay in contact with you every step of the way and guide you through the decision-making process. He or she will carefully explain your options, make recommendations at your request, take care of all the small details, and ensure that you and your family’s personal touch is always present.
Staff Directory
W.H. “Bill” Groce, Jr.
Co-Owner/Funeral Director
Bill was born in Asheville and is a son of the late Mary D. and W.H. "Bill" Groce, Sr. He graduated from Lee. H. Edwards High School and the University of North Carolina at Chapel Hill. He is a NC licensed funeral director and was twice elected by his peers in funeral service to serve on the N.C. State Board of Funeral Service (the state regulatory and licensing agency). He was chosen by this group as president, and while on the board he helped formulate and institute new and stringent regulations that help protect consumers, especially regulations relating to pre-payment of funeral expenses. He and his wife, Rhoda, daughter of Mary Jean McCook and the late Jack McCook, of Greensboro, have two sons, Scott and W.H. “Trey” Groce, III. In his free time, he enjoys spending time with his three grandchildren, Mary Carter, William and Elizabeth “Liz”.
Dale Groce
Former Owner / Retired Funeral Director
Dale was born in Asheville and is a son of the late Mary D. and W.H. "Bill" Groce, Sr. He graduated from Lee H. Edwards High School, the University of North Carolina at Chapel Hill, and the Dallas, Texas, Institute of Mortuary Science. He served four years overseas in the Air Force before returning to Asheville and joining Groce Funeral Home in 1974. He has served as District Director of the NC Funeral Directors Association and is former chairman of the First Citizens Bank Funeral Services Advisory Board and former treasurer of the West Asheville Business Association. He is married to Asheville native, Terrie Starnes, daughter of the late Glenn and Blanche Starnes, and they have one daughter, Kristina, a graduate of Furman University who received her MA in Psychology from Wake Forest University and her PhD in Psychology from NC State University. She is an Associate Professor of Psychology at Georgia Gwinnett College, Lawrenceville, GA and is the mother of a son, William Dale Brown. Dale and Terrie retired in 2024 and moved to North Georgia to be closer to Kristina and William.
Scott Groce
Co-Owner/Funeral Director
Scott is a fourth-generation member of the Groce family to own, manage and operate Groce Funeral Home. He is a graduate of Fayetteville Technical Community College, where he earned his Funeral Service license. Scott was born and raised in Asheville and is a son of Bill and Rhoda M. Groce. He worked at the funeral home during the summers of his teenage years and has been a full-time member of the staff since 2004. He and his wife, Jennifer, live in Mills River and have three children, Mary Carter, William and Elizabeth.
Trey Groce
Co-Owner/Funeral Director
Trey is one of the fourth generation of Groces to serve Western North Carolina as owner, manager and operator of Groce Funeral Home. He was born in Asheville and is a son of Bill and Rhoda M. Groce. He is a graduate of Carolina Day School, the University of North Carolina (Chapel Hill), and Gupton-Jones College of Funeral Service. Trey finds fulfillment in helping families and serving the community. In his spare time, he enjoys being with family and friends, and watching and participating in sports.
Leann Quinn
Pre-Need Specialist
With a decade of distinguished experience in deathcare, Leann transitioned her expertise two years ago from traditional funeral directing to pre-need specialist. She leverages her deep industry knowledge to help families secure peace of mind through proactive, meticulous advance planning.
Leann's commitment to shielding families from future emotional and financial burdens is deeply rooted in her personal life. As a dedicated wife and mother, she understands the sacred importance of protecting family bonds, allowing her to guide clients with the highest level of empathy, foresight, and elite care.
A resident of the local area for five years, Leann remains deeply invested in serving her community. When she is not structuring personalized prearrangement portfolios, she rejuvenates by exploring the great outdoors. This connection to nature inspires her perspective on the natural cycles of life, reinforcing her passion for helping others plan ahead with clarity and confidence.
Brian Ballard
Funeral Director
Brian has been with Groce Funeral Home since 2002. He graduated Liberty University in Lynchburg, VA, with a degree in Finance and then went on to become a licensed funeral director in 2011, graduating from Fayetteville Technical Community College. He is married to his wonderful wife, Laura Ballard, and together they have two children, Haven and Bo. Brian is a member of Lake Hills Church in Candler and in his spare time loves being with his family and exercising.
Greg Gillespie
Funeral Director
A life-long resident of Western North Carolina, Greg is a veteran of the U.S. Air Force serving at Ramstein Air Base, Germany. Graduating with honors from Worsham University in Chicago, Ill., he has worked in the funeral service industry since 1990. He has been with Groce Funeral Homes, specifically the Lake Julian location, since 2006. In his spare time, he enjoys spending time with his family, golfing, fishing and landscape design.
Scott Lynch
Funeral Director
Scott is a graduate of T.C. Roberson High School and a lifelong resident of Arden. He is a graduate of Gupton-Jones College of Funeral Service and Fruitland Baptist Bible College. He began his funeral service career in 1973 and became licensed in funeral directing and embalming in 1975. Scott began his employment with us in 1977. He is now retired but still assists on funerals. Scott is a member of Hendersonville First Baptist Church.
Lio St.Onge
Funeral Director
Lio was born and raised here in Asheville and joined Groce Funeral Home in 2025. They graduated with a Bachelors in Mortuary Science and an Associates in Specialized Technology from Gannon University and The Pittsburgh Institute of Mortuary Science respectively. Lio returned to Asheville to be near family and enjoys rock climbing, making art, and baking in their spare time. They are honored to serve the Asheville community with Groce Funeral Home.
Phillip Warren II
Funeral Director
Phillip was born in Asheville, NC, and is a six-year veteran of the US Army, 25th Infantry Division, 1-27 Infantry Battalion (Wolfhounds). He joined the Groce Funeral Home family in May 2014. Phillip graduated from Gupton-Jones College of Funeral Service in 2016 and became a licensed funeral director and embalmer in 2017. He enjoys spending his free time with his wife, Sherri, his three children, Katelyn, Braedan, and Eleanor, and his grandson, Grayson. Phillip is also an avid Atlanta Braves fan.
R. Allen Williams, Jr.
Funeral Director
Al is the former owner and manager of Williams Funeral Service, Asheville, and joined our staff as a funeral director and embalmer in February 2000. Al is a native of Asheville and is the son of Patsy H. Williams and the late Roy A. Williams, Sr., who worked with the Groces in the 1940s before founding Williams Funeral Service on Spruce Street in Asheville. Al is a 1986 graduate of A.C. Reynolds High School and a graduate of Gupton-Jones College of Funeral Service, where he was a member of Pi Sigma Eta Honorary Fraternity. He is married to Richelle Reinoehl Williams and a proud father to their daughter, Hannah Jane Williams. He is a 25+ year member of the Biltmore Masonic Lodge #446, AF & AM, the Scottish Rite and the Oasis Shrine.
Lee Murray
Funeral Apprentice
Lee Murray is currently pursuing a degree in Funeral Service Education at Fayetteville Technical Community College. A 2006 graduate of A.C. Reynolds High School, he brings more than 15 years of law enforcement experience and is committed to serving families with compassion, integrity, and professionalism.
Lee has been married to his wife, Krista, since 2013, and together they are the proud parents of Cameron and Grayson. Outside of work, he enjoys spending time at the ball field and basketball court watching his boys compete. He also enjoys watching the Carolina Panthers on Sunday and Atlanta Braves chasing the World Series.
Bernie Acevedo
Funeral Assistant
Bernie joined Groce Funeral Home in 2015. He and his wife, Catherine, married in 2005. He enjoys motorcycle riding, hiking, camping, and just about any activity which allows him to enjoy the outdoors.
Joe Meadows
Funeral Assistant
Joe is an Asheville native who graduated from Asheville High School and A-B Tech with an Associate degree in Fire Protection. Joe is a retired fire fighter for the City of Asheville to which he dedicated 32 years of service. He is an active member of Biltmore Church. In his free time, he helps coach Asheville Middle School baseball. Joe enjoys spending time with his family and especially his grandson. He also enjoys hiking and walking in the Asheville historic neighborhoods and the Biltmore Estate.
Gerry Broome
Beautician
Gerry, in addition to being a former teacher's aide at Claxton Elementary School, is our staff hairdresser. She and her husband, Doug, who retired from Groce after 30 years serving WNC families, have two grown children, Melinda and Rodney, and two grandchildren, Kinsley & Carter. They are active members of West Asheville Baptist Church.
Hillary Pennstrom
Office Manager (Patton Avenue Location)
Hillary joined Groce Funeral Home in 2010 and works full time at our Patton Avenue office. She is a native of Asheville, and a graduate of UNC-Asheville. She and her husband Zack reside in the Mills River community. She is proud to be a part of Groce’s tradition of excellent service.
Staci Ammons
Office Manager (Lake Julian Location)
Staci joined Groce Funeral Home as the Office Manager for our Lake Julian location in Arden in June 2018. She is a graduate of South College and enjoys spending time with family and friends, church activities, walking, hiking and the beach.
Kay Morgan Beachboard
Office Manager (Patton Avenue Location)
Kay is an Asheville native and a 1987 graduate of A-B Tech CC with an A.A.S. degree. Her career has mostly been in the educational environment and she recently retired from the State of NC. She has experience in human resources, benefits and bookkeeping. She is married (David) and has one son (Marshall). Her hobbies include reading and spending time with her doggies. She is excited about her new role as office manager at Groce Funeral Home's Patton Avenue location.
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I had no plans at all! From the first call to Dale Groce, letting him know of Jerry's passing, he was at Carepartners Solace in 20 mins. He was greeting everyone, and his compassionate nature was overflowing!! He said they would be there, no rush to plan, just to let him know when we were ready. That made the whole process for us to plan just open up. We met, planned as Dale's professionalism was evident from the start. He listened as we talked, taking notes, and asked us to tell him about Jerry. Dale Groce and his staff were Amazing!! They helped us turn a very sad situation into a wonderful celebration of Life. We are forever grateful for Groce Funeral Home. 10 isn't high enough!