Steve was born and raised in Meadows of Dan, Virginia and still resides on the family farm. He attended Meadows of Dan Elementary School and graduated from Patrick County High School in Stuart.

He later attended Longwood College in Farmville, Virginia where he received a Bachelor’s of Science degree in Business Administration with concentration in Management and Marketing. Steve also received a certificate of completion from the Virginia Tourism and Travel Institute.

Steve began working at Primland in 1980 during breaks from college. He started his employment as an equipment operator in the timber program. After he graduated from Longwood he became a salesman for Primland’s bundled wood product, which was sold to convenience stores, hardware stores and supermarket chains. In 1989, he became a capital project supervisor where he was responsible for various infrastructure improvements. Steve became the Assistant Manager of Primland in 1993 and was promoted to General Manager in 1998.

Over the years, Steve has served on a variety of tourism and community board of directors including the Blue Ridge Travel Association Executive Board, Governor’s Outdoor Resources Advisory Panel, Patrick County Chamber of Commerce, the Blue Ridge Heritage Foundation and the Blue Ridge Parkway Association Board.


Steve Helms
Steve Helms

How do the experiences you offer at Primland give guests a unique perspective on the history, geography or culture of your part of Virginia?

History is everywhere at Primland, from the spa created with an American Indian theme since six tribes once inhabited the land, to the moonshine stills which were a part of everyday life, to the nature of the wilderness in the 12,000 acres where the geography rises up from the valley 3,000 feet below the mountaintop location of The Lodge.

How have the experiences that you offer evolved since their inception?

Once Primland was a hunting and fishing resort but all that changed in 2006 with the creation of an 18-hole championship golf course and construction of The Lodge. Ten years ago, guests stayed in mountain homes. Now they can stay in the Pinnacles or Fairway Cottages, The Lodge or one of three tree houses.

What is one detail of an experience you provide that may go unnoticed by guests, but which you feel is important?

Allowing the staff to maintain their local character in how they interact with guests and not the stuffy formality one would get at a Ritz Carlton.

What do you wish every guest knew as they consider a stay at Primland?

The fact that they have five choices of accommodation and more than 50 activities, both indoors and outdoors.

What is one travel trend that really excites you?

As word spreads about Primland and how it is considered one of the Top 100 Hotels and Resorts in the World, the arrival of visitors from couAntries in Europe, even Russia.

What sets Primland apart from other, similar, resorts?

Primland is more of an experience than a resort, where guests immerse themselves in activities of their choice, from the sporting to bonding with nature and the many species of wildlife that inhabit the land

What is one insiders tip to getting the most out of an experiential travel vacation?

Review all there is to offer and select the program that suits you, your companion and/or your family.

What is one strategy that has helped the business to grow?

The owners believe in constantly enhancing the experience, whether it be in new lodging options or new fun activities.

What is one personal habit that has helped you to be successful?

Believing that you should never allow complacency to replace consistency in the delivery of the experience.

Please share one instance where a guest had a moving or emotional reaction to the experience you provided to them at Primland.

Many a moving experience was had at Primland with wedding proposals in one of our stunning mountaintop settings; or from visits by families who once lived on the land and are amazed at the transformation of the property while maintaining the integrity and natural beauty of the location.


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