By Taylor Boyd
Primland, Auberge Resorts Collection, marked the start of a major expansion with a groundbreaking ceremony on Sept. 30, launching construction on a new restaurant, exercise facility, and pools. The amenities, located behind the Lodge overlooking the Blue Ridge Mountains, are expected to be completed by mid-2027.
Primland General Manager Will Rentschler said the additions are designed to be “really family-friendly, great for multi-generational families,” adding that they will offer more options for guests to enjoy during their stay.
The restaurant will feature an outdoor bar overlooking the mountains, while outdoor terraces will provide seating near the pools. “We have two pools — a family pool and then what you would call an active pool, good for swimming laps. We have the gym and wellness studio as well as a kids’ club,” Rentschler said.
While he did not provide a cost estimate, Rentschler said multiple factors, including underground conditions, material costs, and construction challenges, make the budget difficult to determine. “It’s really challenging to put a number to that, but I would say a significant and meaningful investment in Patrick County to make sure that we can continue to draw tourism in,” he said.
Construction will also include 25 branded three-, four-, and five-bedroom homes. “Those owners then have an opportunity to put them back in the rental pool if they like. Then, we manage that product for them, manage that home for them, and guests can come and rent it while they’re not using it,” Rentschler said.
Steve Helms, vice president at Primland, said the project represents the next chapter for the resort. “It’s a big deal for us, and we appreciate everyone’s support. Thank you all for supporting Primland over the years and for what you’ve done to make this all happen,” he said.
Since the Lodge was built, Helms said an outdoor swimming pool has been the most requested upgrade. “So here we go,” he said.
State Sen. Bill Stanley, R-Moneta, praised the project for showcasing Patrick County’s natural beauty. “Because everything is about the look. We have this precious, God-given natural resource right in front of us, and this family chose us to create a destination spot that would change lives, enhance memories, and make us all stand out in awe of the wonder of this good earth,” he said.
Del. Wren Williams, R-Stuart, said he appreciates the economic and personal impact Primland has had on the county. “Primland is considered a very good job in our county, and I’m honored that you would have that for us. This is exciting. I’m excited for Primland, I’m excited for the county, I’m excited for the Commonwealth,” he said.
Virginia Tourism Corporation President and CEO Rita McClenny called Primland a “gem of Virginia,” while Patrick County Economic Development and Tourism Director James Houchins said the expansion will benefit both tourism and the local economy.
“It’s definitely not only going to be a place for tourists to come visit to get the beauty that we, in Patrick County, see every day, and a lot of times we don’t really see the advantages, we don’t even see the beauty in it. But this also with the growth and with the building that’s going to take place, it’s going to help us economically as well. This is another step in the right direction for us,” he said.
