Lynchburg Living

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By Johanna Calfee

With a tagline like, “Defining Luxury Since 1778,” The Greenbrier sets the bar high from the get-go. As with any bold statement, there’s a risk involved with making such a grand assumption, much like when Hollywood studios are hyping up a movie. While a lot of good press often translates to monetary success, sometimes it can create so much build-up and excitement that movie goers actually feel let down after the show. The same risk could certainly apply to visitors at The Greenbrier, but the difference is that the Greenbrier actually seems to consistently live up to the hype. Considering the fact that the 721-room resort was teetering on the brink of bankruptcy just last year, this feat is nothing short of amazing. But many say the credit is due, at least in large part, to new owner, Jim Justice.

In a down economy, Justice swooped in just in time last May to buy The Greenbrier out from under Marriott Hotels, which was also in the running for ownership. Justice, a West Virginia native with a thick accent to prove it, made his fortune through the coal mining industry but still maintains a sense of humility and awe about the acquisition he refers to as “Emerald City.”

“I have a real belief in the good Lord and me being here is way beyond my smarts, because I had never met the people at CSX [former owners of The Greenbrier] before April 29 and on May 6 of last year, I had stocks and ownership documents in hand…so there’s something going on way beyond what I could have imagined,” Justice said.

Located just over two hours away from Lynchburg in White Sulphur Springs, West Virginia, The Greenbrier is easily accessible from Central Virginia, yet feels like a world away upon arrival. Perhaps best described as “thoroughly Southern,” the whole resort gives guests the impression of stepping back in time and into a lavish world that only the rich once enjoyed. While most suites and rooms at The Greenbrier are on the pricey side (standard rooms start at $259/night on weekdays), Justice has been conscious to offer special weekend rates of $69 sporadically throughout the past year, perhaps in an attempt to allow the Average Joe the chance to experience what his own family could not pay for in his early childhood.

“When I was a young boy, we couldn’t afford to come here, but my parents were so proud of it because it was so special for West Virginia or even Virginia really, being so close to the state line, to have this,” he said.

Justice has spent his first year as owner improving the appeal and accessibility of The Greenbrier in several significant ways. While the amenities on-site are certainly draw enough, from the more than 50 recreational activities, indoor and outdoor tennis courts and a 40,000 square foot spa, Justice has realized that in order to restore The Greenbrier to the level of prestige it once had, it will take even more–that extra special something–to re-attain that desirable status. With that in mind, he chose to build a 90,000 square foot underground casino just outside the hotel, which he hopes will be open by the first of June.

“It’s going to be an experience like no other,” he said, with excitement brimming in his voice. “It’s not going to be the neon lights and bells and whistles of, say, an Atlantic City… not to take away from them, but it’s going to be a different experience. My hope is that it will be a very memorable experience and that’s what I want the whole thing to be–an eloquent experience.”

The addition of cocktail waitresses in evening gowns, dealers in tuxedos, three upscale restaurants within the casino and a mezzanine level filled with shops makes this type of experience easy to visualize, especially in light of what the Greenbrier already offers. With the casino set to become one of the hottest new attractions during their already busy summer season, Justice is also working to provide an easy route for guests to come explore both the new and the old at The Greenbrier.

“We are now putting the final ink on getting two direct flights out of New York City, Cleveland and Atlanta, and we are building a train called The Greenbrier Express that will come out of DC, so it will be a 5-hour and 15-minute ride straight to here,” he explained. “I’m really excited about that…it’s a year away but it will have all the Greenbrier luxuries on board and be quite an experience. Solving the transportation loop is a big key to this whole puzzle.”

While some of the pieces of that huge and vague puzzle that ultimately spells success may still be missing, if sales are any indication, Justice is leading The Greenbrier in the right direction.

“Our reservations are up 400 to 500 percent in a down economy and we are selling real estate like crazy through our golf courses,” he said.

With three championship courses on the premises, the draw for golf fanatics was always an undeniable factor for the resort, but this year, the attraction jumps ten-fold. Last August, the PGA Tour and The Greenbrier announced their six-year agreement, which extends through 2015, that allows the historic West Virginia resort to sponsor and host The Greenbrier Classic as part of the FedEx Cup, beginning the week of July 26, 2010.

“Players and fans alike will be stepping into the American story and experiencing a true national treasure,” said Justice of the announcement back in August. “The genuine warmth of West Virginia will resonate among all that join us.”

Whether a golf lover or a poolside lounger, guests have dozens of entertainment options available to them on the 6,500-acre resort. Among them are horseback riding, white water rafting, bunker tours, free movies that play in the indoor theater, swimming in the indoor or outdoor pool, billiards, bowling at the indoor, eight-lane bowling alley, hiking, shopping and the list goes on. Many find that they simply enjoy exploring the hotel itself, thanks to its majestic architecture and expansive ballrooms.

In true Southern style, afternoon tea is served daily in one of the hotel’s many oversized lounge areas, and often draws guests from all over the resort to mingle and meet. This single act of serving tea offers some of the best people-watching around. The Greenbrier is still the sort of place where women wear dresses and brimmed hats for no occasion at all, and the men all look like they could mindlessly recite the attributes of their favorite cigars and horse breeds over a round of golf.

It is perhaps this air of traditional genteelism that often draws The Greenbrier into comparison with The Homestead in Hot Springs, Virginia. While Justice admits that both resorts share some similarities, he contends that the difference at his resort lies in the atmosphere and the people who work there.

“Both places have the eloquence and tradition and history, but now, the energy and excitement in this place is overflowing!” he exclaimed. “The people here are excited and happy to work here. This resort has awakened from a deep, deep sleep. I’m on a quest, not to compete with the Homestead, but to make this an eloquent destination that everyone wants to come to.”

There’s little doubt that a big part of Justice’s quest starts with keeping the right people around, and his resulting popularity is evident. From the moment a guest walks up to the arched, white doorways into the hotel’s overstated main lobby, he or she is greeted by an eager bellhop and an assistant at the check-in counter. Within that brief encounter, this same guest is likely to hear how each of these workers like and respect Justice, and enjoy their career. To them, he is not only the savior of their jobs, but the savior of a way of life at The Greenbrier.

For Justice, he says his routine of walking the resort grounds almost daily and speaking to each employee personally was developed out of a real concern for the local economy and, more importantly, the people working there–some of who have been there upwards of 30, 40 and even 50 years.

“I love the people here and I care about them,” he said. “The people who work here are so genuine and they make me look better than I really am!”

With his staffed effectively rallied behind him, Justice is leveraging his likeability to charge his team towards another lofty goal; one that results in five coveted stars for The Greenbrier.

“Right now, we are trying to get that fifth star back, which comes from Forbes [Travel Guide]. It takes a 92 percent overall rating to be a 5-star [establishment] and our last spot inspection was in January. We got 91.35 percent, so we are knocking on the door and putting the finishing touches on it to get the 5-star rating it deserves,” he said.

As for the specific changes that entails, Justice won’t go into details but seems to believe that it’s just as much about creating an atmosphere and a unified attitude as it is passing a white glove type of inspection.

“There’s not any specific thing, but it’s more of the entire resort getting a little more up in their step,” he explained. “We never want to disturb the elegance and natural beauty of this place; it’s a treasure beyond belief. All the things I’m doing here is the protection of the treasure while injecting energy back into it.”

No matter when that elusive fifth star is obtained, Justice seems thoroughly equipped to steer the titanic ship towards regaining The Greenbrier” old glory. As part of his 10 year plan, he hopes to add more of a health component, possibly through a wellness center, as well as a teen center on the grounds. Other ideas include converting the indoor movie theater into a live play stage, as well as offering more activities for children.

“I get letters from people who see their children have ‘firsts’ here–first steps, first fly-fishing experience, etc., so it’s important to provide those opportunities,” Justice explained.

As to when all these ideas may come to life in the next decade is yet to be seen by Justice’s own admission, but in the meantime, he says he is content to wake up everyday and pour his energy into creating a resort that is the ultimate, one-stop destination. One thing seems to be for certain however, and that’s Justice’s sense of appreciation of the opportunity to oversee one of his home state’s greatest gems.

“It’s pretty amazing, that’s for sure,” he said with a laugh. “I walk around almost everyday and I have to pinch myself and say, ‘I own this place!’”