Press Release
Auberge Resorts Collection Welcomes Primland, A Beloved Resort In Virginia’s Blue Ridge Mountains
The scenic Blue Ridge Mountains resort welcomes families, friends and couples looking for a one-of-a-kind retreat in the great outdoors
MILL VALLEY, Calif. (May 19, 2021) – Auberge Resorts Collection is delighted to announce that it will welcome Primland, a majestic all-season mountain retreat in Virginia, to Auberge’s portfolio of award-winning hotels, resorts and residences as of June 1. Located at the heart of the Blue Ridge Mountains on 12,000 expansive acres, Primland, Auberge Resorts Collection offers luxurious accommodations, a championship golf course, exquisite farm-to-table cuisine helmed by new Executive Chef Elliot Cunniff from Soho House in New York City, a serene spa and a level of outdoor adventure that is unrivaled on the east coast. In one of the most breathtaking mountain settings, the resort boasts impressive year-round activities for the entire family, including horseback riding, fly fishing, alfresco yoga and meditation, kayaking, hiking, sporting clays, archery, stargazing in one of the largest observatories in the Eastern U.S., RTV trail riding and tennis. With Auberge Resorts Collection’s highly personalized service, Primland will be the quintessential escape this Summer.
“We are incredibly honored that the Primat family has chosen Auberge to be the stewards of Primland, one of the most spectacular resorts in the country,” said Dan Friedkin, owner and chairman, Auberge Resorts Collection. “It is an absolute privilege to bring our brand to this unparalleled experience in the Blue Ridge Mountains of Virginia.”
Primland, Auberge Resorts Collection was initially purchased by late French industrialist, Mr. Didier Primat, in 1977 as an outdoor activity retreat for his family. In the early 2000s, Mr. Primat decided to expand the land’s capabilities and construct the resort and golf course in an eco-conscious and thoughtful manner. Primland, Auberge Resorts Collection is rooted in a love of the land, which is expressed in the resort’s extensive efforts to minimize the impact on nature while enjoying its beauty.
“Auberge Resorts Collection has mastered a crafted approach to unique and personal service,” said Harold Primat, president of Primland. “We are excited to partner with the award-winning brand to realize our family’s vision to create one of the top-end mountain resorts in the U.S. and share the Primland experience with guests from around the world.”
Primland, Auberge Resorts Collection features 62 rooms, including standalone cottages, cabins and treehouses. At the center of the property—which was recently voted “Best Resort in the U.S. South,” in Condé Nast Traveler’s Readers’ Choice Awards 2020—sits the Lodge, featuring a soaring great hall with twin fireplaces, a full-service spa, fitness center, indoor swimming pool, private theatre, game room and one of the largest telescopes and observatories in the Eastern U.S. The resort’s exceptional culinary program boasts three regional cuisine restaurants, a two-story wine cellar and private dining experiences for intimate gatherings and celebrations.
One-of-a-Kind Accommodations
Accommodations boast beautiful mountain settings with amenities such as in-room fireplaces, private balconies with undisturbed views and deep soaking tubs. The main Lodge features nine Mountain Rooms and sixteen Blue Ridge Suites. The Lodge’s most exclusive suite is the Pinnacle Suite, a two-story 1,800-square-foot glass-walled aerie located in the observatory tower, providing stunning views of the stars and vistas.
Across the property are several styles of standalone accommodations. The chalet-like Pinnacle Cottages and golf course Fairway Cottages each contain separate wings with rooms and suites that can be booked individually or groups can lodge together by opening up the common living room. The resort also features 11 spacious Mountain Homes containing between one and seven bedrooms.
Just a short drive from the Lodge, three Tree Houses are perched on the edge of the mountains, offering an experience that nods to Primat’s love of nature and the region. These intimate cabins are set in the strong limbs of the property’s oldest and most beautiful oak trees, giving way to treetop views of the majestic Kibler Valley and North Carolina piedmont from a vast private deck. While conjuring childhood memories, each of the Tree Houses is unique, taking on its own personality through bespoke decor.
Farm-to-Table Blue Ridge Mountain Cuisine
Primland, Auberge Resorts Collection’s exceptional culinary destinations and programming are overseen by Executive Chef Elliot Cunniff, who joined the resort in Spring 2021. Chef Cunniff comes to the resort from New York City, where he got his start working under Daniel Boulud before moving up the ranks to, most recently, executive chef at Soho House New York. Chef Cunniff brings a wealth of creativity to all of the resort’s exceptional restaurants, including the signature restaurant, Elements, a harmony of the Virginia Highlands’ natural abundance and Southern comfort flavors, beautifully presented in a fine dining atmosphere. The property’s more relaxed eatery, 19th Pub, serves casual, hearty pub fare alongside a bar well-stocked with draught beers, single malts and spirits, as well as moonshine cocktails, which harken back to the region’s rich bootlegging history. The Woodland Grill is located at the Outdoor Activities Center for easy grab-and-go sandwiches between adventures. Schlumberger Wine Cellar, located in The Lodge and perfect for private events, features varietals from the world’s finest vineyards, including the resort’s sister property, Domaines Schlumberger, in France’s Alsace region. Set on its own ridge top is Stables Saloon – located in Primland’s former horse stables – where traditional Southern food and live bluegrass music come together for a rustic and convivial dining experience.
Adventure and Wellness
Primland, Auberge Resorts Collection centers around its vast acreage and outdoor activities, just as Mr. Primat intended when he purchased the property as an outdoor retreat. One of the most beloved experiences of The Lodge is deep space star gazing through the professional-grade telescopes at the Observatory. The Outdoor Activities Center offers fly fishing, horseback riding, hiking, biking, archery, RTV trail riding, sporting clays and water sports on the 3-mile long Talbott Lake. For golf enthusiasts of all skill levels, the Highland Course at Primland is an 18-hole, Audubon-certified, all bentgrass greens course carved from the mountains’ natural landscape by renowned golf course architect Donald Steel.
After a day of adventure, The Spa at Primland offers rejuvenating and energizing treatments that combine Native American healing rituals and European spa techniques.
A Destination Worth Exploring
While guests may find everything they need and more on the property, Primland, Auberge Resorts Collection is surrounded by enchanting mountain attractions and numerous local towns that are well worth exploring. From the quaint shops of Meadows of Dan to the historic Mabry Mill, Fairy Stone State Park, Blue Ridge Parkway, local wineries and an abundance of bluegrass and country music festivals, there is so much to see and do on a day trip outside the gates of the resort.
“Each of our properties is unique and captures the soul of the destination, and Primland encompasses the best that the Blue Ridge Mountain region has to offer. It is a natural fit for Auberge Resorts Collection,” said Craig Reid, president and chief executive officer, Auberge Resorts Collection, “We look forward to welcoming our guests to this extraordinary destination.”
Primland, Auberge Resorts Collection is conveniently located two hours from Charlotte, five hours from Washington D.C, and just 90 minutes from two regional airports, Piedmont Triad (PTI) in Greensboro and Roanoke Regional. The resort’s partnership with NetJets provides guests with special benefits when flying privately through two nearby airports, Blue Ridge and Mt. Airy-Surry County, only 45 minutes away. The property also features a helipad located at the North Gate.
Primland, Auberge Resorts Collection is now accepting reservations. For more information, please visit auberge-beta.kingandpartners.com/primland.
About Primland, Auberge Resorts Collection
Primland, Auberge Resorts Collection resonates with people who immerse themselves in luxurious elegance whenever possible. Value Mother Nature’s masterworks. Celebrate the scintillating moments when fish take the bait. Cherish the soothing serenity of golden mountain sunsets. Rush with adrenalin while traversing RTV trails. Feel child-like wonder while stargazing through a professional-grade telescope. Embrace treehouse lodging perches with panoramic views. Relish playing an award-winning trophy golf course. Rejuvenate through caressing spa treatments. And covet organic ingredients served tastefully in farm-to-table culinary dishes.
For more information, please visit auberge-beta.kingandpartners.com/primland/ Connect with Primland, Auberge Resorts Collection on Facebook, Twitter and Instagram.
About Auberge Resorts Collection
Auberge Resorts Collection is a portfolio of extraordinary hotels, resorts, residences and private clubs. While each property is unique, all share a crafted approach to luxury and bring the soul of the locale to life through captivating design, exceptional cuisine, innovative spas and gracious yet unobtrusive service. With 19 hotels and resorts across three continents and eight new hotels under development, Auberge invites guests to create unforgettable stories in some of the world’s most desirable destinations.
For more information: auberge-beta.kingandpartners.com
Connect with Auberge Resorts Collection on Facebook Twitter and Instagram @AubergeResorts and #AlwaysAuberge
About The Friedkin Group
The Friedkin Group is a privately-held consortium of automotive, hospitality, entertainment, sports and adventure companies. These organizations include: Gulf States Toyota, GSFSGroup, US AutoLogistics, Ascent Automotive Group, Auberge Resorts Collection, AS Roma, Imperative Entertainment, 30WEST, NEON, Diamond Creek Golf Club, Congaree and Legendary Expeditions. The Friedkin Group is led by Chairman and CEO Dan Friedkin. For more information, visit www.friedkin.com.
Media Contact
Murphy O’Brien