Primland

What Primland does

Primland operates The Lodge at Primland, a single luxury mountain resort set on a 12,000-acre private estate in Meadows of Dan, Virginia, within the Auberge Collection portfolio of Auberge Resorts LLC (30+ global properties). The resort's core offering is integrated hospitality built around multiple accommodation types — The Lodge, Fairway Cottages, Pinnacle Cottages, Tree Houses perched above the Dan River Gorge, and Residences — supported by a four-venue farm-to-table F&B program (Leatherflower, Laurel Bar, Stables Saloon, Schlumberger Wine Cellar), the Auberge Spa with indoor pool and wellness programming, the Highland golf course (Golf Digest #1 Public Course in Virginia), and an extensive slate of curated outdoor experiences (horseback riding, fly fishing, mountain off-roading, birdwatching, Orvis-endorsed sporting club, Barbour mountain adventures, and an on-site astronomical observatory). The property also operates meetings and events, weddings, residence sales, and a recurring membership program.

The business generates revenue across nine streams: lodging (transactional nightly rates influenced by promotional packages including Suite Escape, Book Ahead, Local Residents, and Blue Ridge Golf), food and beverage, golf green fees and packages, spa and wellness services, paid and complimentary outdoor experiences, meetings/events, one-time residence sales, recurring memberships, and Auberge Collection gift cards. Distribution runs through a direct booking engine on reserve.auberge.com, dedicated toll-free and resort phone lines, a trade portal for travel professionals, and cross-property visibility via the Auberge Collection portfolio. Customer segments span luxury leisure travelers, golf and sporting enthusiasts, wellness seekers, outdoor/adventure travelers, meetings and private-event clients, families, residence buyers, and regional VA/DC/NC residents targeted with a dedicated staycation rate. Marketing leans on third-party editorial recognition (Travel + Leisure, Golf Digest, GOLF Magazine), owned social channels (Instagram, Facebook, YouTube, TikTok, LinkedIn, Pinterest), email capture, owned editorial content, and brand partnerships.

Name

Primland

Legal name

Auberge Resorts LLC

Website

https://primland.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Primland operates The Lodge at Primland, a single luxury mountain resort on a 12,000-acre estate in Virginia's Blue Ridge Mountains within the Auberge Collection, serving affluent leisure, golf, spa, outdoor, event, and residence buyers.

Ownership category

akta.pro rank

Product category

Luxury Mountain Resort / Hospitality

NAICS

Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Mountain & Alpine Lodges (THAGAIAE)

akta.pro secondary industries

National Park & Conservancy Lodges (THAGAIAI), Hunting & Fishing Lodges (Sporting Lodges) (THAGAIAJ), Mountain & Ski Luxury Resorts (THAGACAB), Snow & Mountain Unique Stays (Chalets, Ski Cabins) (THAMADAL)

Keywords

• Luxury mountain resort
• Hospitality lodging
• Golf resort
• Spa and wellness
• Outdoor adventure resort

Headquarters

HQ city

Meadows Of Dan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Lodging / Accommodation: Primary revenue stream from overnight stays across The Lodge, Fairway Cottages, Pinnacle Cottages, Tree Houses and Residences, booked direct, via phone reservation lines or through Travel Professionals. Variable nightly pricing influenced by package (Suite Escape, Book Ahead, local residents, Golf Package).
2. Food & Beverage: Revenue from on-site restaurants, bars and cellar: Leatherflower (fine dining), Laurel Bar, Stables Saloon, Schlumberger Wine Cellar. Driven by farm-to-table ethos and chef-curated menus.
3. Golf (Highland Course): Green fees and golf package revenue; Blue Ridge Golf Package includes a round of golf for one person per night booked on the award-winning Highland Course.
4. Spa & Wellness: Revenue from Auberge Spa signature treatments, indoor pool/hot tub access, fitness, yoga, meditation and nature-based wellbeing programs.
5. Outdoor Experiences & Activities: Paid and complimentary experiences including horseback riding, fly fishing, off-roading, birdwatching, mountain adventures with Barbour, Nature's Table Foraging Adventure, observatory star gazing, and Orvis Sporting Club activities.
6. Meetings, Weddings & Private Events: Event revenue from Meetings & Events bookings, with on-site venues and event planning for corporate and social gatherings.
7. Residences / Real Estate: Sale of luxury residences on the 12,000-acre estate (e.g., Hawk Eye Luxury Residence), with membership and ownership offerings tied to Auberge Collection.
8. Memberships: Recurring membership program referenced under site navigation, providing access to property amenities and programming.
9. Gift Cards: Auberge Collection gift cards sold direct, redeemable across the portfolio of properties.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels12 records

Core offering

The Lodge at Primland operates a luxury mountain resort on a 12,000-acre private Blue Ridge estate in Meadows of Dan, Virginia, selling overnight lodging (Lodge, cottages, Tree Houses, Residences), farm-to-table food and beverage across four venues, the Highland Course golf, Auberge Spa and wellbeing, an astronomical observatory, outdoor experiences (horseback riding, fly fishing, off-roading, birdwatching, Barbour adventures), and meetings/weddings/events. Revenue is generated primarily through nightly stays, package bookings, and ancillary on-property spend by individual leisure and event guests.

Product overview

Primland is a single luxury resort property (The Lodge at Primland) operating within the Auberge Collection, rather than a software platform with modules. Its offering is a unified hospitality experience built on a 12,000-acre Blue Ridge Mountain estate in Meadows of Dan, Virginia, composed of multiple accommodation types — The Lodge, Fairway Cottages, Pinnacle Cottages, Tree Houses, and Residences — supported by a dining program (Leatherflower, Laurel Bar, Stables Saloon, Schlumberger Wine Cellar and the Nature's Table Foraging Adventure), wellbeing (Auberge Spa, indoor pool, fitness, yoga, tennis), outdoor experiences (horseback riding, fly fishing, the Highland Course golf, mountain off-roading, Blue Ridge birdwatching, Barbour mountain adventures), an on-site observatory, and meetings & events. These named offerings together form the integrated resort experience rather than separable product modules.

Differentiator

Problem solved

Functional benefit

Brands

• Auberge Collection: Parent brand portfolio under which The Lodge at Primland operates, encompassing a global collection of luxury hotels, resorts and residences.
• Orvis Sporting Club

Products and services

• The Lodge at Primland The flagship lodge accommodations anchoring the resort's lodging portfolio on a 12,000-acre private Blue Ridge Mountain estate in Meadows of Dan, Virginia. Targeted at luxury leisure guests seeking premium lodging with access to on-site dining, golf, spa and outdoor experiences.
• Fairway Cottages Cottage-style lodging on the Primland estate adjacent to the Highland golf course, part of the resort's premium accommodation offerings for leisure guests.
• Pinnacle Cottages Elevated cottage-style accommodations offering premium lodging within the Primland estate for luxury guests.
• Tree Houses Romantic tree house lodging perched above the Dan River Gorge, offering a distinctive nature-immersed stay option for couples and leisure guests.
• Residences Branded residential real estate offerings at the resort, including the Hawk Eye Luxury Residence situated among the 12,000 private acres, targeted at affluent second-home buyers.
• Leatherflower On-property dining venue reflecting The Lodge at Primland's farm-to-table ethos, with experienced chefs curating seasonal dishes for resort guests.
• Laurel Bar Bar venue at the resort, part of The Lodge at Primland's on-property food and beverage program for guests.
• Stables Saloon Themed saloon and bar venue at the resort, part of the food and beverage portfolio.
• Schlumberger Wine Cellar Curated wine cellar feature at The Lodge at Primland, supporting the resort's gastronomic and wine program for guests.
• Auberge Spa Spa and wellbeing offering at The Lodge at Primland, complemented by nature hikes, meditation, yoga, an indoor swimming pool, hot tub, fitness gym, and tennis, using a dedicated wellness menu with local ingredients.
• Highland Course at The Lodge at Primland Award-winning mountain golf course at the resort, ranked by Golf Digest as the #1 Public Course in Virginia and by GOLF Magazine among the Top 28 Best Golf Resorts in the US & Canada, available to resort guests and via the Blue Ridge Golf Package.
• Orvis Sporting Club On-property sporting club offering outdoor pursuits including fly fishing and hunting experiences, endorsed by Orvis, for resort guests.
• Primland Observatory On-property astronomical observatory amenity allowing guests to gaze at star-filled skies from the resort's Blue Ridge location.
• Mountain Off-Roading Experience All-terrain driving experience that lets guests leave the beaten track across the Primland estate as part of the resort's outdoor programming.
• Fly Fishing Experience Catch-and-release fly fishing experience in crystal streams on the property, available to resort guests including complimentary fishing options.
• Horseback Riding Horseback riding experiences through the property's old-growth forests, listed as a core outdoor offering for resort guests.
• Blue Ridge Birdwatching Birdwatching experience across the Blue Ridge Mountains highlighting the property's wild inhabitants for resort guests.
• Mountain Adventures with Barbour Branded outdoor adventure experience co-presented with Barbour, highlighting mountain pursuits at Primland and leveraging the Barbour apparel audience.
• Nature's Table Foraging Adventure Foraging culinary adventure aligned with the resort's farm-to-table ethos, offered as part of the dining program and seasonal programming.
• Meetings & Events Meetings, weddings and private event venue and planning services hosted at The Lodge at Primland for corporate and social groups.

Quantifiable outcome

• #1 rated resort in the Continental U.S. (Travel + Leisure)
• +2 more outcomes

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship, minor and core.

• Auberge Collection / Auberge Resorts LLCflagshipStrategic or Co-development PartnerParent/operator brand and distribution platform. Primland is one of more than 30 properties in the Auberge Collection portfolio. Operations, branding, central reservation system (reserve.auberge.com, chain=16237, hotel=28068), portfolio-level marketing, and revenue-management infrastructure all flow through Auberge Resorts LLC.
• BarbourminorGTM or Marketing PartnerCo-branded 'Mountain Adventures with Barbour' outdoor experience promoted on the Primland experiences page — leveraging Barbour's outdoor/heritage apparel brand for joint storytelling and audience reach.
• OrviscoreStrategic or Co-development Partner'Orvis Sporting Club' is a featured experience pillar of the resort (top-level site navigation), signaling an Orvis-endorsed sporting/fly-fishing program on the property.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Greenbrier: Iconic luxury resort in White Sulphur Springs, WV, with comparable scale, on-site golf, spa, multiple F&B outlets, and a long history of hosting high-end leisure and corporate events across a large estate footprint.
• Salamander Resort & Spa: Luxury Virginia resort in Middleburg offering equestrian, spa, and culinary programming on a large estate. Closest geographic and experiential analog to Primland, competing for the same DC-area drive-to luxury leisure and corporate event demand.
• Biltmore Estate: Asheville, NC luxury estate with extensive grounds, on-site lodging, dining, winery, outdoor activities and event venues. Comparable in scale of estate, amenity diversity and Southeast regional luxury leisure demand.
• Old Edwards Inn and Spa: Luxury mountain resort in Highlands, NC, with award-winning spa, golf, dining and multiple accommodation types — directly competing for drive-to Southeast luxury leisure travelers and weekend/holiday demand.
• Twin Farms: All-inclusive luxury Relais & Châteaux resort in Barnard, VT, with private cottages, farm-to-table dining, spa and curated outdoor experiences on a large private estate. Comparable positioning as a secluded, amenity-rich luxury retreat.
• Blackberry Farm: Luxury Relais & Châteaux resort on a 4,200-acre Tennessee estate with farm-to-table dining, spa, fly fishing, horseback riding and outdoor programming. Nearest analog to Primland's nature-immersive, multi-amenity luxury mountain estate model.
• The Sanctuary at Kiawah Island Golf Resort: AAA Five Diamond beach resort with championship golf, spa, multiple dining outlets and event venues. Comparable in luxury positioning, golf-centric amenity mix, and breadth of on-property revenue streams for affluent leisure and group travelers.
• Blackberry Mountain: Sister property to Blackberry Farm, focused on wellness, adventure and active outdoor programming on a mountain estate. Comparable in audience and experiential positioning to Primland's outdoor + wellbeing mix.

Broad incumbents

• Old Sturbridge Inn & Reeds Brook Resort (Collective portfolio peers): Auberge Collection sister properties (e.g., Auberge du Soleil, Esperanza, Malliouhana) share the same reservation system, loyalty infrastructure and brand standards. They define the direct competitive set within Primland's own parent platform for cross-property luxury travelers.

Regional players

• The Inn at Little Washington: Virginia-based luxury destination renowned for its Michelin-starred dining and boutique hotel experience; competes for the same affluent Virginia/DC leisure traveler with a more food-and-town positioning rather than an outdoor-estate experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Auberge
• Facebookfacebook.com/primland
• LinkedInlinkedin.com/company/primland
• Instagraminstagram.com/primlandauberge
• TikToktiktok.com/@auberge
• Pinterestpinterest.com/aubergecollection
• Xx.com/primland

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Primland