SOAR Security — which stands for Security, Oversight, Analysis, Response — understands that when it comes to maintaining security, the “big things” may build up qualifications, but the “little things” actually build a reputation. That’s why this veteran-owned security services provider seeks to create a security presence that clients don’t have to think about twice. They pride themselves on their consistency and sharp judgement. No matter the size of the assignment, they bring a wealth of security expertise and unwavering commitment to community safety.
We sat down and spoke with Win Creel and Robert Solder, the co-founders of SOAR Security, and discussed the pride they have in their work, the unique community spirit they protect in WNC and the ways that their company is innovating.
Tell us about your company culture.
At SOAR, we take pride in our work and understand the responsibility that comes with representing safety in private and public spaces. Our culture is built around simple expectations. Be someone others can rely on. Be impeccable with your words and actions. Know your community. It may sound basic, but when it comes to the protection of life, property and reputation, it must be the standard. Western North Carolina has no shortage of this mindset, and we’re happy to work with the men and women who share our duty to care.
After Helene, we saw how Asheville’s residents showed up, took immediate action and helped families without waiting for approval or direction. This is the mindset we strive to maintain every day.
“We saw how Asheville’s residents showed up, took immediate action and helped families without waiting for approval or direction. This is the mindset we strive to maintain every day.”
What is your company’s relationship with the community?
We’re so grateful for the support we’ve had in our first year. Helene impacted our homes and our hearts — but it also built strong partnerships that have meaningfully shaped how we show up for this community.
Many of our work environments represent everyday life in Asheville. We’ve placed peer support specialists to protect small downtown properties and have sent vehicular patrols with drone support to large industrial sites. A large part of security is building trust with business owners, staff, residents and the public. That only happens when people feel safe and understood. Asheville has a strong community identity, and it’s reflected in the way we operate and interact with people.
Our clients are not just invoices who only see our leadership after an incident. We’ve learned that regular attention matters just as much as a quick response, and that accountability holds more weight than a good excuse.
What’s been your company’s most innovative idea?
One of the most practical innovations we bring to Asheville is the integration of FAA-certified drone pilots alongside our ground teams. Instead of stationing an officer at every corner of a large property, we use smaller, well-coordinated teams to cover more ground, respond faster and provide aerial intelligence in real time. It’s not a gimmick. It’s a smarter, more cost-effective approach to keeping people and property safe.
Many security firms have similar services, similar marketing and incorporate advanced technologies and methods. Our focus right now is not to re-invent the wheel but to re-pave the road. The security guard industry has been relatively unchanged for a long time. We built SOAR as a solution — not just another option.
“We built SOAR as a solution — not just another option.“
What do you enjoy most about working in your industry?
There’s something meaningful about preventing problems that people never have to experience in the first place. A lot of the best work in this field is invisible. It’s a conversation that de-escalated tension, an assessment that reduced risk or a policy shift that better protected customers and employees. Safety and security are a profession as old as time, and working alongside likeminded departments, agencies and organizations is incredibly rewarding.