Had a chance to catch 98.1 "The River" when I was in town over the weekend. I'm personally not a fan of the format or music selection, but it should go over well with the tree-hugging crowd in Asheville. The first thing I noticed was that, even "in town" in Asheville, the 98.1 signal leaves much to be desired.
Also, to echo what some of you guys have already mentioned, I don't see how this translator doesn't improperly interfere with the 98.1 in Seneca. In fact, when I lived in Asheville, Hot 98.1 was one of my regular listen stations, and in a lot of places, I could get it with no static at all. So much for that now!