Gregg Hilker and Rich Keurajian to lead operations and sales ahead of the hotel’s April 2026 debut
Virginia Guesthouse Hotel & Conference Center announces the appointment of Gregg Hilker as general manager and Rich Keurajian as director of sales and marketing. These key roles serve as the foundation for the property’s leadership team as it prepares to welcome guests and the local and university communities beginning April 2026. As the new, premier hospitality destination on the Grounds of the University of Virginia, Virginia Guesthouse will foster connection, collaboration, and in-person conversation at the center of university life.
Hilker, a seasoned hotel operations professional with more than 30 years of experience, steps into the role of general manager. At Virginia Guesthouse, Hilker will lead the hotel team, setting the vision, culture, and operational standards that will define the guest experience from day one. His background includes the recent opening of The Loutrel in Charleston, SC, which earned prestigious recognition from Travel & Leisure and Conde Nast Traveler, and the JB Duke Hotel
in Durham, NC, which earned a AAA Four Diamond Award during the hotel’s first year of operation.
Keurajian joins Hilker at Virginia Guesthouse with more than three decades of leadership and sales experience. He brings an extensive background in hospitality sales and marketing to this new property, having successfully driven revenue growth and strategic initiatives at hotels, resorts and conference centers across the country, including Kingsmill Resort in Williamsburg, VA, and Lansdowne Resort in Leesburg, VA. In his new role, Keurajian will shape the Virginia Guesthouse’s sales and marketing strategies, including strengthening relationships with meeting and event planners, establishing corporate partnerships, and executing marketing
initiatives.
“Gregg and Rich bring proven track records of hospitality leadership to Virginia Guesthouse,” said Russ Cronberg, director of hospitality at the University of Virginia Foundation. “Their collaborative nature and positive group dynamic will be instrumental in guiding the hotel through its pre-opening phase and into the future, positioning it as the premier and top choice for alumni and travelers to the Charlottesville region. We are thrilled to welcome them both to the team.”
A key landmark on the University of Virginia’s welcoming Ivy Corridor, Virginia Guesthouse is a premier hotel and conference center that will serve as a hub of connection for students, faculty,families, and visitors. Featuring 214 rooms, casual dining options like Poplar and The Perch rooftop bar, Virginia Guesthouse also features 25,000 square feet of meeting and event space.
A link to download property renderings and staff headshots can be found here.