As anticipation builds for the grand opening of the Virginia Guesthouse Hotel & Conference Center in April 2026, the hospitality industry in Charlottesville is abuzz with the recent appointment of two seasoned professionals to lead the project. The landmark hotel, located in the University of Virginia’s Ivy Corridor, has named Gregg Hilker as General Manager and Rich Keurajian as Director of Sales and Marketing. Their combined expertise will be critical in shaping the hotel’s success as a premier destination for business and leisure travel in Central Virginia.
The Virginia Guesthouse is poised to become a standout luxury property in the region. Offering 214 rooms, upscale dining, and state-of-the-art conference facilities, the hotel is a major step forward in blending contemporary hospitality with the academic prestige of its surroundings. The leadership appointments represent a key milestone in the pre-opening phase and signal a strong commitment to excellence, innovation, and guest satisfaction.
Hospitality Veteran Gregg Hilker to Lead Hotel Operations
With more than 30 years of experience in the hospitality sector, Gregg Hilker brings a wealth of operational expertise to his new role as General Manager. Known for his leadership in launching and managing high-performing properties, Hilker will oversee all aspects of Virginia Guesthouse’s pre-opening preparations, staffing, and service delivery.
Hilker’s impressive track record includes the opening of The Loutrel in Charleston, South Carolina—an award-winning boutique hotel recognized by top travel publications. He also played a pivotal role in launching the JB Duke Hotel in Durham, North Carolina, which achieved AAA Four Diamond status in its inaugural year. These accomplishments demonstrate Hilker’s ability to deliver world-class hospitality experiences from the ground up.
In Charlottesville, he will be responsible for establishing the hotel’s brand identity, operational culture, and service standards, ensuring a memorable guest experience that reflects both Southern hospitality and modern luxury.
Strategic Sales Leadership from Rich Keurajian
Joining Hilker is Rich Keurajian, who has been appointed as the hotel’s Director of Sales and Marketing. With over three decades of experience in hospitality sales, Keurajian is well-equipped to lead the hotel’s business development strategy. His responsibilities include forging strategic partnerships, launching marketing campaigns, and maximizing revenue through innovative sales techniques.
Keurajian has held leadership positions at several high-profile properties, including Kingsmill Resort in Williamsburg and Lansdowne Resort in Leesburg. His ability to cultivate corporate relationships and plan successful group events makes him a valuable asset for Virginia Guesthouse, especially as the hotel gears up to host conferences, university functions, and community events.
His role will also involve positioning the hotel as a top-tier destination for weddings, alumni reunions, and executive retreats—helping to make Virginia Guesthouse a central fixture in both the Charlottesville tourism and business landscape.
A Premier Destination in Charlottesville’s Hospitality Scene
Virginia Guesthouse Hotel & Conference Center is set to become a key player in Virginia’s upscale hospitality market. Its proximity to the University of Virginia campus and Ivy Corridor makes it a strategic location for academic visitors, alumni, faculty, and families. Beyond its convenient location, the hotel offers a compelling blend of sophistication and local charm.
Two signature dining venues—Poplar, a relaxed dining space, and The Perch, a rooftop bar with scenic views—will further elevate the guest experience. Together with the conference center’s modern meeting spaces, the hotel is designed to cater to a broad range of guest needs, from solo travelers and couples to corporate groups and university delegations.
The addition of a luxury hotel with integrated conference facilities reflects the growing demand for high-quality accommodations that cater to both business and leisure markets in the Charlottesville area.
A Strong Leadership Duo Committed to Excellence
The combined appointment of Hilker and Keurajian reflects the University of Virginia Foundation’s commitment to delivering a best-in-class hospitality experience. According to Russ Cronberg, Director of Hospitality for the UVA Foundation, the duo brings not only extensive experience but also a collaborative mindset and passion for service that align with the hotel’s vision.
This leadership team is uniquely equipped to guide the Virginia Guesthouse through its final stages of development and into a successful opening. Their complementary strengths—Hilker’s operational excellence and Keurajian’s strategic marketing approach—are expected to deliver a strong return on investment and set new service benchmarks in the region.
Looking Ahead: A Milestone for Virginia’s Hotel Industry
The launch of the Virginia Guesthouse Hotel in 2026 will be a landmark moment for Charlottesville. As the hospitality sector continues to recover and evolve, the project signals renewed confidence in luxury hotel development, regional tourism, and university-driven business travel.
For visitors, it offers a blend of elegance, functionality, and location. For the local economy, it promises job creation, increased tourism spending, and enhanced visibility for the Ivy Corridor redevelopment initiative.
With Hilker and Keurajian leading the charge, the Virginia Guesthouse is positioned not only to meet guest expectations—but to exceed them. The hotel will play a pivotal role in transforming Charlottesville’s hospitality landscape, offering travelers a new standard of service and comfort in the heart of one of America’s most historic university towns.
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