Primland Virginia's Hidden Eden


Horseback Riding, Primland
Horseback Riding is available at Primland May through October.



Set on 12,000 acres of the Blue Ridge Mountains and close to Meadows of Dan, Primland is privately owned and draws heavily on its heritage in logging and hunting activities. It’s also now one of the finest resorts in the region. Green Thumb: The resort has been developed caringly over 30 years by the Primat family and there is clear evidence of environmentally sound building practice, innovative water resource management and a self-reliance that one would expect in this part of southern Virginia.

We say suggest this resort to those clients who have been there and done that, as Primland, a member of Preferred Hotels & Resorts, is a unique experience, particularly for couples and families who like a wow factor mixed with a taste of the outdoors.

Consider this: After a delicious dinner one evening, we returned to our room only to receive a phone call telling us that the resident astronomer was on hand at the resort’s Observatory Dome to explain the heavens—using a Celestron Telescope that can view galaxies 27 million light years away. Top Treat: The Private Tour of the universe came complete with Champagne and chocolates—just like being a guest in a wonderful home, we say.

That ambiance comes from the fact that those who oversee Primland consider it their home as well. In fact, Steve Helms, Primland’s vice president, started in the logging business as a student working summers and never left. He says that most of Primland’s staff grew up in the area and have been instrumental in cultivaing Primland into what it is today.

Hometown hospitality is evident throughout the resort, as we found on a recent visit. From fine dining in Elements to more casual fare in Stables, the common factor is relaxed and efficient courtesy.

The Sparrow
The Sparrow, one of three Fairway Cottages at Primland.

General Manager Brooks Bradbury ([email protected]), who brings experience from luxury private clubs and hotels to Primland (think Red Lion Inn and The Porches Inn in the Berkshires and the Quinnipiack Club in New Haven, CT), says his goal is to create a relaxed atmosphere, informal enough for guests to feel at home, without compromising high standards and quality. Contact Bradbury directly for any concierge-style requests, or Director of Sales and Marketing Ann Walker ([email protected]), for making a reservation at the Chef’s Table Experience at Elements, a tasting menu paired with select wines. Note: Be sure to reserve this when making the room reservation and, for an extra touch, request the table by the fireplace with the window view.

Golf also plays an integral role at Primland. The par-72 Highland Course, which plays 7,053 yards from the tips, was designed by links architect Donald Steel. Built on a plateau, it’s a challenge to all golfers, but its spectacular views help ease the pain. Luxury travel advisors can contact the resort’s golf pro, Jeff Fraim ([email protected]), who says that the golf course is constructed to have a very low environmental impact. Filters are used to protect streams and rivers in the area and the wetlands are managed as sensitive areas.

The beauty of the course is enhanced by the wildlife in evidence. During our visit, we spied deer and rabbits, but we hear that bear and mountain lions are also in the vicinity.

Atop Primland’s plateau is the resort’s spa, which is 12,000 square feet in size and has an indoor pool, a fitness area, a yoga/Pilates room and a rest and relaxation area. There are four treatment rooms, plus a couple’s facility. Be sure to reserve when booking your clients’ rooms to ensure availability.

The appointment of a spa manager is still pending, but luxury travel advisors can call 276-222-3965 or e-mail [email protected] for details. The most requested treatments include the Primland Signature Massage and the Healing and Hot-Stone Massage. Unique to Primland is its Cranio-Sacral Therapy, which aims to improve central nervous system function.

Kids in tow? They’re welcome at the spa, which provides facials for children and teens and massages for those 13 years old and younger. Little ones (ages two through 12) who want a manicure/pedicure can request the Little Star Fingers and Little Star Toes treatment.

The facility can also be bought out for wedding parties or girlfriend getaways, where salon and spa therapies are available, including swanky Nova Lash eyelash extensions.

The rest of the 12,000 acres of unspoiled Virginia mountainscape is given over to a host of outdoor activities centered on hunting, ATV riding, horseback riding and nature hikes. We found the facilities and equipment provided to be of high quality; the guides are experienced and knowledgeable. We say the scope and variety of activities on offer make this a good option for families who enjoy the outdoors.

For clients who want to know they’re staying in the top accommodations at the resort, reserve the Fairway Cottages, in particular, Cardinal East, Woodpecker West and Sparrow East, as well as the Blue Ridge Suites in the resort’s lodge building. The top dig is the two-story presidential-style Pinnacles Suite, which is 1,800 square feet in size and also has the best views of the stars on property, as it happens to be under the silo-design Observatory.

Other top views are found in the Blue Ridge Suites. Room Nos. 3, 9, 29, 31 and 33 have views of the golf course and the Pinnacles of Dan, while room Nos. 4, 8, 12, 14, 22, 28, 30 and 32 have views of Pilot Mountain Driving Range and the Blue Ridge Mountains.

The Chlorine-Free swimming pool
The Chlorine-Free swimming pool at the spa opens to a large terrace replete with fire pits.

Luxury travel advisors can contact Chastidy Heath ([email protected]; 276-222-3839) in reservations to find out what’s best for their clients.

VIP Primland airport transfers and helicopter charters are arranged through Summit Helicopter (guests can land at Patrim Cottage and the golf course adjacent to the lodge). Otherwise, the closest airport for private jets is Blue Ridge, which is 30 minutes away in Martinsville, VA. Travel advisors can call Airport Manager Jason Davis (276-957-2291) with questions. The Mount Airy/Surry County Airport is also a half-hour away. Call John Spane or Dale Sutphin (336-789-5153) with inquiries regarding your clients’ arrivals. Major gateway airports are in Charlotte, NC, two hours away from Primland, and in Greensboro, NC, 90 minutes away.

Be sure to reserve summer and fall weekends at Primland as far out as possible as these are peak seasons. Activities that tend to draw crowds are Floyd Fest in July, Martinsville Motor Speedway Race Weekends and Virginia Tech football games in the fall.

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