Primland, Auberge Resorts Collection, is pleased to announce the appointment of Will Rentschler as General Manager. Industry veteran Rentschler joins the resort team as it enters a new era, with the revitalization of the property’s main lodge and introduction of two brand-new culinary outlets set to debut in March 2024.
A graduate of Auburn University’s Hotel and Restaurant Management Program with an MBA in Operations, Rentschler brings nearly two decades of industry experience to the resort. Most recently he served as General Manager at The Vanderbilt, Auberge Resorts Collection in Newport, Rhode Island where he stewarded the award-winning boutique property through a period of significant revenue growth and guest experience enhancements. Prior to joining Auberge, Rentschler held positions with Marriott International and Capella Hotel Group. He also boasts extensive experience in food & beverage operations at top luxury destinations including The St. Regis New York, the former Capella Washington, D.C., and more.
“We are thrilled to appoint Will as General Manager of Primland during a time of exciting growth for the property,” said Craig Reid, President & CEO of Auberge Resorts Collection. “Under his leadership, we are confident that Primland will create a new standard of excellence as one of the country’s preeminent luxury adventure resorts.”
In this position, Rentschler will oversee all operations for the 12,000-acre property wilderness resort, including the award-winning Highland Golf Course, the double Orvis-endorsed Sporting Club, the Spa at Primland Resort, five distinct dining venues, the groups and events offerings, and an activities program that features myriad outdoor adventures ranging from a world-class Observatory for stargazing, horseback riding, fly-fishing, RTV rides, and more.
Rentschler will also oversee the overall guest experience, including a new welcome area in the main Lodge and two new restaurant concepts. From one-of-a-kind experiences, culinary and wine offerings that showcase the vibrant, seasonal flavors of the Southeast, and more, Rentschler will lead the Primland team as it embarks on an exciting new chapter.
Rentschler is an avid outdoorsman and astronomy enthusiast and looks forward to exploring the unspoiled wilderness in Meadows of Dan, Virginia.
