Virginia Guesthouse Hotel Welcomes Rich Keurajian as Director of Sales and Gregg Hilker as General Manager, New Update

Published on December 11, 2025

Virginia Guesthouse Hotel & Conference Center, a landmark development at the University of Virginia’s Ivy Corridor, is gearing up for its grand opening in April 2026. With the anticipation of this new chapter in Charlottesville’s hospitality scene, the hotel has announced the appointment of two seasoned professionals, Gregg Hilker and Rich Keurajian, who will bring their wealth of expertise to the property. Hilker, appointed as the general manager and Keurajian, named as the director of sales and marketing, are expected to play pivotal roles in the pre-opening phase and beyond, ensuring the success of the property.

Experienced Leadership Drives Virginia Guesthouse’s Vision

Gregg Hilker, with over three decades of experience in the hospitality industry, has been appointed as the general manager of Virginia Guesthouse Hotel & Conference Center. His appointment marks an important milestone for the property, as he will be responsible for setting the vision, culture and operational standards from the moment the doors open. With a career that includes significant achievements, Hilker’s background positions him to lead the team and create an exceptional guest experience from day one.

Hilker’s previous accomplishments include his role in the successful opening of The Loutrel in Charleston, SC. The hotel earned recognition from renowned publications such as Travel & Leisure and Conde Nast Traveler, solidifying Hilker’s reputation as a leader in the hotel industry. Additionally, Hilker was involved in the opening of the JB Duke Hotel in Durham, NC, where the hotel achieved a AAA Four Diamond Award in its first year of operation. His vast experience in opening new properties and driving operational excellence is expected to be a major asset to Virginia Guesthouse.

A Strong Sales and Marketing Strategy with Rich Keurajian

Joining Hilker at Virginia Guesthouse is Rich Keurajian, who has been appointed as the director of sales and marketing. With over 30 years of experience in hospitality sales, Keurajian brings a wealth of knowledge to the role. Throughout his career, Keurajian has proven himself to be a results-driven leader, known for his ability to grow revenue and develop strategic initiatives that drive business success.

Keurajian’s previous experience includes leadership positions at several prestigious properties, including Kingsmill Resort in Williamsburg, VA and Lansdowne Resort in Leesburg, VA. At these locations, Keurajian played a crucial role in establishing relationships with meeting and event planners, building corporate partnerships and executing innovative marketing strategies. These skills will be critical in shaping the sales and marketing efforts for Virginia Guesthouse.

In his new role, Keurajian will be responsible for driving the hotel’s sales and marketing strategies, ensuring the hotel is positioned as a premier destination for both leisure and business travelers. His efforts will focus on strengthening relationships with key stakeholders, including event planners and corporate partners, while overseeing the hotel’s marketing campaigns and initiatives.

Virginia Guesthouse: A New Era in Charlottesville’s Hospitality Landscape

Virginia Guesthouse Hotel & Conference Center, set to open its doors in 2026, is designed to become a premier destination for travelers to Charlottesville. With its 214 rooms, the hotel will cater to a diverse range of guests, including students, faculty, families and visitors to the University of Virginia. The property will offer a variety of dining options, including the casual dining restaurant Poplar and the rooftop bar, The Perch, providing guests with both comfort and style during their stay.

The addition of a world-class conference center will further cement Virginia Guesthouse’s status as a central hub for meetings, events and conferences in the region. With state-of-the-art facilities and a focus on excellent service, the hotel is set to become a key venue for business travelers, corporate meetings and alumni gatherings.

The leadership team, with Hilker as general manager and Keurajian as director of sales and marketing, is poised to ensure Virginia Guesthouse provides exceptional service, sets a high standard of excellence and meets the unique needs of its diverse clientele. Their combined expertise in hospitality and sales is expected to position the hotel as the first choice for anyone visiting Charlottesville, whether for business, leisure, or university-related events.

A Collaborative Team Dedicated to Success

Russ Cronberg, the director of hospitality at the University of Virginia Foundation, expressed his confidence in Hilker and Keurajian’s leadership abilities, noting their collaborative nature and positive dynamic. Cronberg emphasized that their proven track records in hospitality would be crucial in guiding the property through its pre-opening phase, positioning it as the top choice for alumni and visitors to the Charlottesville area.

Together, Hilker and Keurajian are set to make a significant impact on the Virginia Guesthouse’s success, combining operational expertise and strategic sales leadership to ensure the hotel’s long-term success. With their leadership, the Virginia Guesthouse Hotel & Conference Center is poised to offer an unmatched guest experience, making it an essential part of Charlottesville’s hospitality scene.