MAGAZINE
FALL: THE GREAT OUTDOORS
www.porchprairiemag.com
Volume 2 • 3
PRIMLAND PARADISE
38 - FALL 2021 | PORCH + PRAIRIE Magazine
PORCH + PRAIRIE magazine | FALL 2021 - 39
T
he Blue Ridge Mountains have earned their reputation for beauty, from the rolling hills and green meadows, to the way the sky turns each evening. It is a photographers dream, no matter the time of year, but Autumn is where the region shines brightest. The changing of the leaves and the Fall foliage on the native oaks bring tourists out, eager to catch a glimpse of those special few weeks. But then there is Primland Resort, a 12,000 acre carve out that was designed to celebrate nature and seamlessly integrate a five star resort with the masterpiece that Mother Nature created. The way the resort and nature work together to bring forth the natural beauty of the region without sacrificing luxury, or worse, sacrificing nature’s presence, is remarkable. Each piece of the architecture at Primland was designed to work together with the landscape, not destroy it or minimize it or change it. The architects knew that they were working with a very special canvas and that the view from any piece of the land had to make it seem as though Mother Nature herself was part of the design team. Designing a spot such as Primland is no easy feat given the topography challenges, yet the team has created a place where the whole family can be engaged and active. Virtually anything you want to pursue is here and each activity keeps the setting at the forefront of your mind. An 18 hole masterpiece that climbs the hills to show off a stunning layout, the ATV trails that twist through the forest, or a spa journey that salutes the sun coming up over the hills all wait for you to take it in. This gem can be accessed and enjoyed year round, but perhaps its finest days are those with the chill of an early Fall and a college football game to watch by the fireside at night.
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For Steve Helms, Primland’s General Manager, being at Primland is more than just a career spent in one of the most beautiful settings in the East, it is home. Steve is a native to the region and knows every hill and holler in the Blue Ridge chain, but has been at the helm here at Primland as the primary custodian of the property’s history and well earned prestigious reputation. To be listed among the top resorts in the country, everything needs to be on point. The food, the staff, the scenery, and the accommodations. Those are table stakes in the luxury resort world, but what sets Primland apart are those X factors that you just won’t find elsewhere. When was the last time you stayed in a private treehouse cabin with endless valley views? Or when have you walked into a luxury hotel and been asked if the observatory was on your plans during your stay? You just don’t find that elsewhere and Helms’ team knows the special experience they provide and in such rarified air. When you come to Primland, it is not the opulent and grandiose hotel with 1,000 rooms, but rather the perfect retreat with all of the perfect amenities that boasts just 26 guest rooms, plus a smattering of cottages and treehouses. On property, you are greeted with that Southern Hospitality feel and high level of personalization, leaving departing guests searching their calendars for the next return to Meadows of Dan, Virginia. As more change comes to Primland, for the better, Steve Helms took some time with Porch + Prairie to reintroduce us to life at Primland, what guests can expect when they get to the property, and perhaps a little bit more about this magical slice of Virginia that runs through his veins.
P+P: You are a local in every sense of the word to the Primland region…. What has changed over the years in the area that guests would like to know? SH: Twenty five years ago the area was more manufacturing based mostly in textile and furniture. Today the area has become highly tourism oriented. What has not changed is the unbelievable beauty of the Blue Ridge Mountains where we are located and the people are still as friendly and welcoming as they were when I grew up here. It is very much a small community where everyone’s pride is evident. P+P: The resort is ranked as a top destination in the US—tell me a bit about the resort overall (we will get into the specific amenities separately) that you think gives it such rave reviews? Is it the scenery, the luxury, the remote location? SH: It is truly a combination of several things. First it is an outstanding setting with beautiful views and a diverse ecosystem that makes each season unique in scenery and wildlife; Second it is the product as the owners have invested in the highest quality of finishes, furnishings, golf course and outdoor activities. Last but certainly not least are the staff, with mostly locals filling the Primland roster they bring genuine southern hospitality and eagerness to please that this area is known for, along with local knowledge that many guest find intriguing. This is their home and their passion for the resort and the area shines through when interacting with our guests. P+P: Are you typically seeing families coming or is it the ideal spot for a couple’s weekend? SH: We get families, couples, buddy trips, girlfriend getaways, client entertainment, business and incentive groups, multigenerational celebrations, etc. Certain time periods we see one more than the other but we have so many diverse activities and
lodging options we attract a variety of clientele. We are busy with families mainly in the summer months and holidays. P+P: Being immersed in such a beautiful geography means that nature is always in mind—how does the Primland team keep that in their minds as they try to seamlessly integrate with such a beautiful natural environment? SH: The environment and the local ecosystems have always been important to Primland. Anytime we look at adding new activities or facilities we look at the impact. The Lodge is LEED certified, Golf course is Audubon certified, Water quality is tested in local streams by Virginia Tech three times per year, we work closely with VA Department of Game, we recycle, and we have several staff as certified naturalist. We talk with staff at most meeting about keeping trash cleaned up and protecting the environment. P+P: It seems there isn’t anything that someone can’t do at Primland—world class golf, fitness, equestrian, fishing--- is there a common theme as to what folks come to Primland to enjoy most often? SH: It varies depending on the interest of the guest but most guest do multiple activities although some have a focus on one particular activity such as golf, wingshooting, fishing, spa, to name a few. Quite often we have families or groups that will divide up during the day to enjoy their own personal favorite activities and then come together that evening to enjoy dinner and talk about their day. P+P: How does Primland change throughout the year—for example, we are doing the Fall issue—what is popular then? Do you have a big Christmas celebration as well we could mention for those looking to get away just after Thanksgiving? PORCH + PRAIRIE magazine | FALL 2021 - 41
SH: Each season and holiday is special and attracts guest accordingly. Some of our activities are seasonal and others offered year round. We build our activities calendar based of seasons and holidays. For example we offer our family fun weeks when children are out of school to hopefully build those lasting memories families so cherish. During holidays we tailor our events calendar activities to bringing our guest together such as carolers, building ginger bread houses, and horse drawn carriage rides to name a few from our 12 days of Christmas celebration. Last weekend we offered walking stick decorations since we are in spring season and hiking is on the mind of many guest. We also try to focus events on the many activities we offer to satisfy the interest of our diverse guest. P+P: One thing you don’t often see is an observatory at a resort—tell me a little about the attraction there? SH: This was an inspiration of our founder Didier Primat who recognized the special dark skies at Primland. The observatory was built on the Northwest corner of the Lodge in a silo type structure which gave the Lodge that Rural Virginia agricultural feel. The telescope is located in the upper floor with a dome that opens and rotates 360’. Many guest are amazed at what they get to view and our astronomy staff is well versed in what the night skies have to offer through our 14” Celestreon telescope. P+P: The accommodations are immaculate--- is there a particular designer or theme you wanted to channel when designing the rooms? 42 - FALL 2021 | PORCH + PRAIRIE Magazine
SH: When the Lodge was built we worked with CMMI architects in Atlanta (now CTC Design) for the finishes and furnishings but the owners (the eight children of Mr. Primat) were very involved in the selections, using lots of natural products and earth tones. We even used recycled American chestnut lumber in the pub, elevators, and new Schlumberger Wine Cellar which came from the area and is part of the LEED certification by using recycled materials. P+P: You are joining Auberge Resorts--- what does that say about the Resort’s reputation and what does it mean for the future of the resort to be joining such an illustrious collection of properties around the world? SH: We are very proud to be joining Auberge Resorts Collection as they have a wonderful reputation with their portfolio of resorts. It means a lot to us that they have chosen Primland as their latest addition. The Primland owners were drawn to the fact that each of the resorts in the collection very much have their own identity and all provide an unmatched quality of service. There are many advantages to being with such a group from quality standards, human resource support, training, marketing and the ability to pick up the phone and talk with others within the collection about best practices to deliver an exceptional guest experience. Our regular guests will still see the many familiar faces they have built bonds with over the years and now those team members have additional back up to make them even stronger. P+P
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