Nestled in Virginia’s Blue Ridge and just a short drive from Charlotte, Primland — an outdoor-lover’s paradise — unveils a luxe new look.
by Cathy Martin
Primland, the resort in rural Virginia just over a two-hour drive from Charlotte, has always expertly blended luxury accommodations with a rustic, outdoorsy flair. It’s perfectly OK — expected, even — to show up for an elegant farm-to-table breakfast wearing your Blundstones or camo quarter-zip: Enjoying the great outdoors is why you’re here.
Recent updates only enhance the luxe feel of this distinctive resort. Five years ago, I visited Primland for the first time and wrote about the experience in this magazine. Since then, the sprawling resort tucked in the Virginia foothills has joined the Auberge Resorts Collection, added new lodging, and debuted a fresh look from Dallas interior designer Chad Dorsey.
From the 20-minute drive across rolling hills from the entry gate to the main lodge, to the invigorating sight of a brilliant pink horizon at sunrise, a visit to Primland, Auberge Resorts Collection, is an immersion in nature. Summer and fall might be the most popular times to visit, but this is a four-season resort with countless diversions no matter when you come.
Relaxing by the fire at Primland, left. The dining room at Leatherflower, right
A NEW LOOK
American quilt art and aboriginal paintings — handpicked by Bérengère Primat, one of the family-owned resort’s owners — don’t immediately seem like they’d go together, but at Primland, it just works.
Known for “relaxed luxury,” Dorsey’s design here introduces softer elements like grasscloth wallcoverings and textile art to the formerly modern, though more sparsely decorated, spaces.
In the lobby’s Great Room, with dual fireplaces and floor-to-ceiling views of Primland’s Highland golf course and the Blue Ridge Mountains, Dorsey’s mix of antique and contemporary furnishings exudes casual elegance. Multiple seating areas encourage guests to curl up with a book, enjoy a game of checkers or chess, sip a cocktail or hot cocoa, or indulge in conversation.
The check-in experience is new too, now occurring in a new “study” off the main lobby, adorned with plush wingback chairs and Pierre Frey wallpaper. The lodge’s 26 guest rooms got a facelift, too, but maintain the softly lit, cocoon-like vibes that invite relaxation.
A GRAND RESIDENCE
Accommodations at Primland range from the lodge — the hub of resort activities — to fairway cottages, secluded treehouses (including two new ones) and larger mountain homes. The resort’s newest accommodations — a six-bedroom residence called Hawk Eye — boasts a view that will knock your socks off.
Spread across three buildings, the 12,000-square-foot home is perched on a point with panoramic views of the mountains and Dan River Gorge. Though I visited in winter, the site was breathtaking nonetheless, and sure to wow guests with a verdant show in spring and summer and a spectacle of color in the fall.
Upon arrival, Hawk Eye guests will find the refrigerator stocked to their liking, and a private chef can be arranged to prepare meals. In-home spa treatments and yoga classes are available, along with a private hike led by Primland’s on-site nature guide.
In the main house, a large open living area feels even more expansive with soaring 27-foot ceilings and a wall of windows overlooking the heated outdoor infinity pool and mountains beyond. Each of Hawk Eye’s six bedrooms — including two in a separate guest house — have mountain views as well. A third building houses a game room with a pool table, pinball machine, outdoor bocce court and more.
Hawk Eye luxury residence, left, and the private infinity pool at Hawk Eye, right
ACTIVITIES GALORE
Outdoor activities — including horseback riding, shooting clays, RTVs, and golf on the resort’s highly rated Highlands course — are Primland’s big draw. But the resort also has a robust weekly events calendar for those just looking to relax and recharge.
Programming varies, but complimentary offerings range from yoga and mat pilates to guided nature walks and nightly fireside s’mores. And if you’re looking to explore the property at your own pace, there are more than 20 miles of private trails just outside the door. The spa at Primland offers massages, facials and body treatments, but all resort guests can access the indoor pool, hot tub and adjacent sun deck for a little R & R.
Moonshine Tales is a weekly pop-up where guests can sip fruit-infused moonshine cocktails, listen to live bluegrass music and learn about the history of this Appalachian tradition, which has links to the property. There’s an intimate wine cellar where the resident sommelier leads weekly tastings. And in the evenings, Primland offers an astronomer-led stargazing experience in its fourth-floor observatory, which boasts one of the largest privately owned telescopes on the East Coast. On clear nights, you’ll view planets, galaxies, comets and other celestial bodies. But in this remote destination far from city lights, the sheer volume of stars visible even to the naked eye is a wonder itself.
APPALACHIAN FARE
Primland’s recent renovation is most evident at Leatherflower, the resort’s rebranded restaurant serving breakfast and dinner and named for a flowering clematis native to the area. Floral wallpaper and plaid accents are reminiscent of a classic country inn and blend with modern elements like gentle curved banquettes and a linear fireplace.
The menu here emphasizes local mills and farms and ranges from a simple but flavor-packed pasta with preserved tomatoes to sorghum-lacquered quail to lamb with smoked potatoes, parsnips and thyme. You’re on vacation, so don’t pass up the pillowy Parker House rolls when the server drops them at your table to start your meal.
For a casual lunch or dinner, the 19th Pub has snacks, salads and sandwiches in a relaxed setting. And on weekends, the Stable Saloon hosts a family-style dinner in the loft over Primland’s former horse stable. Here, dishes lean heavily toward southern classics like fried chicken, North Carolina blue catfish, gulf shrimp, mac-and-cheese and hopping John. Mismatched furnishings contribute to a down-home, unpretentious vibe, and local banjo pickers keep the crowd entertained with classic bluegrass tunes.
Back at the lodge, wind down for the night on the outdoor terrace, where a fire blazes nightly and guests gather round and swap stories from the day’s adventures. SP
Featured image: The Great Hall at Primland. Photographs courtesy Primland Resort.
PLAN YOUR STAY
Special activities are planned at Primland for most spring holidays, including Easter, Mother’s Day and Father’s Day. Other upcoming events include:
The Highland Golf and Wine Classic
May 23-26 On Memorial Day weekend, kick off summer at the second annual event with wine dinners, a guest chef, two rounds of golf and a shopping pop-up.
Orvis Adventures in Virginia’s Highlands
May 30-June 1 During prime fly-fishing season, guests can expect a weekend filled with clay shooting and catch-and-release experiences led by Orvis-trained guides.
