Elk & Embers: Rooted in Nature, Built with Intention
Tucked into the serene landscape of North Carolina, Elk & Embers is more than a glamping destination—it’s a thoughtful retreat designed to connect guests with nature and themselves. With a commitment to intentional design and sustainability, this AGA member blends rustic charm with elevated comfort, offering a stay that is as grounding as it is unforgettable.
What inspired the name of your company? Is there a story or meaning behind your company’s name? How does it reflect your brand or values?
As friends and founders, we have intersecting stories though we are two separate families. Our families have a long-standing heritage and ancestry in North Carolina and Tennessee. We have visited these mountains for decades, enjoying the unique wildlife of the area, and the elk are one of the most stunning creatures to witness. What’s more, lots of beautiful memories are created around a campfire or fire pit. In brainstorming a name for our company, we all had input into the process but ultimately Susan came up with the name; it just came to her in a moment of creativity.
What is your role within the company?
Kristina and Susan are the guiding force behind the creation of Elk & Embers, but Glenn and Matt (their spouses), play their respective and equally important roles. Each of us has our own unique skill sets. We are all currently actively involved in launching Elk & Embers, though Glenn has the biggest role from an operational standpoint and we wouldn’t be here without his years of experience in operations and technology!
How long has your organization been operating?
We purchased the property in the fall of 2020. We are officially open to visitors in Spring of 2025.
Where is your business primarily located? Is there anything special about this location to you?
Elk & Embers is located in Waynesville, North Carolina, a charming town nestled at the foot of the Great Smoky Mountains. Our location has everything for respite, relaxation and restoration: small town charm, lush forests, cascading waterfalls, misty mountain peaks, hiking, white water rafting, bird watching… the list goes on and on. Waynesville, Maggie Valley and the surrounding towns offer an endless option of “foodie” restaurants and unique Appalachian experiences.
Our property is 108 acres and is adjacent to the Great Smoky Mountains National Park. We believe our location is special because of all it has to offer and it’s truly magical when you’re in the mountains.
How did you get started in the glamping industry?
When we began brainstorming ideas for what accommodations we’d have on site, a myriad of options arose. Cabins are rather ubiquitous in the mountains and can be rented on VRBO or AirBnB. While we love the cabin experience and it is part of what we offer, we were intrigued by luxury safari tents and the ability to experience nature close up. Glamping combines the best of both worlds: the beauty and serenity of nature with the comfort and luxury of modern amenities. It offers an immersive outdoor experience without sacrificing the comforts of home, making it an appealing option for those who want to escape into the wilderness but aren’t keen on roughing it.
Once we decided on our accommodation mix, it was time to research and our team traveled the country touring different glamping resorts already built and running so we could ascertain what would work best for us. We ultimately partnered with Bushtec Safari Tents, and they designed our accommodations for our specific locale and interior needs. We are beyond satisfied with the results and cannot wait to have people enjoy what we’ve built.
What is unique about your approach to glamping?
Our approach is unique because our glamping accommodations have more privacy than your typical glamping resort. We purposefully positioned all of our units so that each has its “own space,” so to speak. No one is on top of each other. We believe this creates a more unique experience where guests can truly unwind, get back to nature, and find restoration.
It is our goal to offer a high-touch experience. Once our boutique resort is fully complete in 2026, we will be offering full dining options (breakfast, lunch and dinner), plus craft cocktails and premium beer and wine. We will host hiking events including a catered lunch or dinner. We plan to have wellness retreats and medical spa grade services.
We currently offer the usage of our custom golf carts for visitors to utilize while on site so they can more fully explore the property if they so desire. All of our glamping safari tents contain beautifully appointed rooms, huge soaking tubs, and two tents currently have both indoor and outdoor showers. There is high-speed internet, Nespresso coffee bars in each room, organic mattresses and luxurious Frette or organic percale sheets.
Our common area offers a multitude of games, a cozy firepit and craft cocktails, beer and wine on the honor system. We also have built a treeweave on our Waterfall Hike, which is a unique experience all its own! We want your Elk & Embers stay to be an experience you won’t soon forget.
What’s the most innovative thing your company has done in the last year?
Just getting started is an innovation in itself! In all seriousness, it is a difficult process founding a start-up, but ours was particularly difficult as we got started during the Covid Pandemic, and there were a lot of hurdles along the way. The roadmap to opening was littered with supply chain delays, permitting backups, weather events and more. We are just so grateful to finally be opening even as construction on our other units and Lodge continues.
One initiative we strongly believe in is to hire people with disabilities. Glenn and Kristina have a child (Cole) significantly affected by Autism. Cole helped inspire the team to create Elk & Embers and provide a place that could employ people with disabilities. If there’s one thing our team strongly believes in, it’s that everyone can do meaningful work. Whether it’s helping with landscaping, keeping on top of laundry, assisting guests with luggage or any of the many critical jobs that are necessary for running an operation such as this, it’s important to involve this community and we believe they can play an important role at Elk & Embers.
How do you incorporate sustainability into your business practices?
Preserving the environment and incorporating sustainability in any business is of paramount importance. Susan and Matt currently own a national organic beverage brand, so staying consistent in those core values across other endeavors is important to them. We are doing what we can to reduce single use plastic, offering organic coffee and organic food options when available, and all of our mattresses and some of our linens are certified organic. We have incorporated electric stoves in our tents for heat and ambiance and we utilize electric golf carts for transportation across our property, reducing the amount of vehicle traffic and the emissions that correspond with vehicular usage.
From an environmental perspective, there are creeks and streams that run through our land, and we are very careful as to not disturb trout waters. These waters are home to trout, but also endangered salamander species and other Western North Carolina creatures that these mountains call home.
We are mindful of sustainability in everything we do. There were a few very old, falling over barns and cabins on the property when we purchased it. We have saved and reused as much of this material as possible. The custom designed gazebo at one of our common areas was made entirely with materials available onsite. We have reused old metal roof panels as much as possible and have milled barn wood and cabin timbers for siding on multiple accommodations. An old canning shed on site has been transformed into our “Marketshed” which will serve as a bar and supply station for our guests and events. Downed locust and oak trees are being used for fencing, firewood, and custom furniture.
What’s one product, service, or idea you wish existed in the glamping industry?
One idea would be to introduce immersive, guided nature experiences that combine glamping with educational and wellness activities tailored to the local ecosystem. Imagine staying in a luxurious, fully-equipped tent or cabin, but with additional features like optional expert-led stargazing, foraging hikes, or even workshops on local wildlife conservation. These experiences could be linked to the surrounding landscape — for instance, a glamping site near the coast could offer marine biology lessons, while a mountain retreat might offer geology or meditation sessions designed to align with the natural rhythms of the environment.
What role do community and collaboration play in your business?
We love our local community! We have hired a chef that also works for a beloved coffee shop, Orchard Coffee, in the town of Waynesville. We also employ a local builder who has relationships with local partners and providers to help us bring our vision to life. We have employed craftsman across trades to add their expertise to our project; from landscaping designers to expert woodworkers, we want our local community to be invested in what we’re creating from the ground up.
We have also collaborated with local designers, decorators, restaurant owners and sommeliers. We have actively sought expert advice from people experienced in hospitality, food, travel and more and we have leaned on their expert guidance. We believe these partnerships are critical as we want to support local businesses and craftsman as well as receive guidance. It’s a win-win for everyone.
Can you share a story of how your work has positively impacted a customer or community?
Kristina has been working locally at Haywood Regional Hospital over the past three years, allowing her to be close to our project while continuing to pursue her career as a medical professional. Through this work, she has become more embedded in the community, improving the lives of women that receive her care, and in a few cases, literally saving lives. During the tragedy of hurricane Helene, Kristina worked 24 hours a day at the hospital during her call schedule (communications were down so the medical service providers could not leave). Glenn and Kristina also helped clear debris and chain sawed fallen trees from local businesses after the storm. The impact to the area was significant, fortunately our property only had downed trees, but no significant damage otherwise. Thankfully, Waynesville recovered quickly and is open for business!
What do you see as the next big shift in consumer expectations in the glamping industry?
The next big shift in consumer expectations in the glamping industry will likely revolve around hyper-personalization and sustainability. As travelers continue to seek unique, memorable experiences, they’ll demand more tailored stays that cater to their specific preferences and values, not just in terms of amenities, but in the entire experience--from design to activities to local cultural immersion.
This could mean wellness packages, or even personalized food options (such as farm-to-table dining or private chefs) based on dietary needs and preferences.
At the same time, sustainability will move from being a nice-to-have to a baseline expectation. Glamping guests are increasingly eco-conscious and expect businesses to not only reduce their carbon footprint but also provide transparency about how their accommodations are built, maintained, and operated. Energy-efficient designs, zero-waste policies, and local sourcing of goods will be non-negotiable.
This combination of personalization and sustainability will create a more intimate and meaningful connection between the traveler and their environment, as well as with the communities they visit. People will expect a seamless blend of comfort, luxury, and responsibility, making these qualities the new standard for the industry. This shift will likely drive innovation in everything from design to guest services, creating a more diverse and dynamic range of offerings that appeal to conscious consumers who value both uniqueness and responsibility in their travel experiences.
What challenges do you see the industry facing, and how are you addressing them?
We were surprised about how unknown the glamping industry is to our area and to our building department. For example, we were one of the first tents ever permitted in our county. Despite a six-month due diligence period to help ensure the viability of our project, we were met with many challenges. There are glamping tents all over the U.S. and world with wood-burning stoves, but we were not allowed to have them. After two years of uncertainty, we eventually received permitting approval to add an HVAC system to our tents (which was critical from our perspective to make the rooms comfortable during our ever-changing mountain climate). With our new builder, we have improved our working relationship with the county, which has helped tremendously.
Can you share a recent success story or milestone your company has achieved?
As we are just launching, we don’t have the guest success stories to tell yet, but we have achieved many important milestones for our project. It may sound simple, but there was much celebrating when we got our first Certificate of Occupancy! We also recently received our first paid booking!
We have completed over five miles of hiking trails on our property and have completed nearly all of our infrastructure tasks (putting power underground, installing an underground fiber optic network for high-speed internet, drilling a second well to ensure adequate water supply on the property, installing septic systems, and completing all excavation tasks – mostly roads, slope remediation, and stormwater grading).
What’s the most unexpected lesson you’ve learned in the glamping industry?
When you envision erecting a tent, you don’t foresee a process that is super difficult. When we embarked on our mission to build our own luxury safari tents, we really had no idea that there was a larger learning curve than what we expected! Constructing a safari tent proved more difficult than we thought, but in the process of building three of them, we’ve learned quite a plethora of best practices. Our approach going forward has definitely been honed and refashioned to make building more efficient. There’s nothing like ‘good old experience’ to teach you how to do something better the next time around.
If you could spend a week at any glamping site in the world, where would it be and why?
We would love a trip to the mountains in New Zealand! All kidding aside, any place in a mountainous area that would provide relaxation and hiking would be right up there on our list of places to visit.
How do you stay inspired and creative in your work?
As a foursome team, we all have ways we each stay individually inspired and motivated. For Kristina, she has a thriving medical and wellness practice but she also breeds dogs and donates service dogs to families in need. She gets inspired just being on property and in nature. It is truly her “happy place.” For Glenn, it’s getting to the property and taking the Accountant/IT Manager hat off for a few days and putting the “rancher in training” hat on – building fences, planting trees, chain sawing downed trees, bushhogging/clearing the trails, small building projects, building campfires - anything that helps our guests have a more fulfilling stay. Glenn is also a big sports fan having played basketball in college and currently enjoys racquet sports including tennis and padel.
For Matt and Susan, they each have their own hobbies and respective careers as well as family life with kids. There’s never a dull moment! Matt enjoys competing in AquaBike (swimming + cycling) competitions as well as enjoying sports like wakeboarding, wakesurfing and basketball. Susan is an avid equestrian and competes at national dressage competitions, where she just won a national championship in 2024. Both enjoy travel and new adventures.
What’s your vision for the future of your company within the glamping industry?
The next two years will bring a lot of growth for Elk & Embers. We hope to complete our 4,000 square foot Lodge, as well as four additional accommodations – including another luxury safari tent – which will bring the total number of units to eight. Beyond that, if we are successful, our long-term goals would include expanding to include perhaps another glamping site or two and continue to build upon what we’ve built to expand guest experiences and offerings, food options, tailored adventures to each client and more.
What’s the most memorable experience you’ve had with a client or partner?
Kristina and Susan traveled from Florida to North Carolina in Winter to continue progress on site when a snowstorm moved in. They decided to go up the mountain to the property anyway. Upon arrival to the gate, the snow was coming down at a good rate so it wasn’t going to be smart to take their small rental car up the currently unfinished roads. Donning proper cold weather gear, they hiked. Once they got to the top of the property, they sought out the 4x4 mule to get around faster, but they first had to change a flat tire. 26 degrees, freezing fingers and a Lowe’s portable tire inflater made for a laughable time but they were successful.
If you could write a book about your journey in the glamping industry, what would the title be and why?
Tough one, here are some candidates:
"Glamp It Up: How to Rough It...Literally"
“Wellness Prescription: Build a Glamping Resort on a Mountain”
“It was the Best of Times, it was the Worst of Times” (oh wait, that’s Dickens).
“How to Build a Glamping Resort from Scratch during a Pandemic and a 100 Year Flood”
How is your company innovating within the glamping space?
While maybe not completely unique to the Glamping industry, we’ve done some cool things and have some cool things planned:
Our underground fiber optic network will help our guests stay connected, so they can disconnect longer with their family and friends while at Elk & Embers. Starlink provides the inbound signal.
We plan to provide medical grade Wellness Services as an extension of Kristina’s thriving Aesthetics and Wellness Practice.
Our Tanager Tent has a “Bump-Out” shower designed by Kane Interiors. This fully glassed shower is half inside and half outside, providing beautiful long-range mountain views while enjoying a fully enclosed hot shower.
We will offer an amazing Elk viewing hike through the Great Smoky Mountains National Park, which will conclude with catered dinner and drinks in Cataloochee Valley.
What do you think the future of glamping looks like?
While glamping is about connecting with nature, future trends might also embrace the benefits of technology in enhancing that connection. From augmented reality apps that help you identify local plants and wildlife to virtual reality experiences that simulate past eras or future ecosystems, technology may complement the natural world. Smart devices will help guests monitor things like energy usage or air quality, ensuring that their stays are as eco-conscious as they are enjoyable.
Glamping sites could also offer full-service spas, organic food prepared by on-site chefs, and wellness workshops focusing on everything from mental health to sustainability. The emphasis will shift from just “getting away” to actually recharging—physically, emotionally, and spiritually—while surrounded by the healing power of nature.
Can you share a memorable story or experience you've had in the glamping industry?
I think we will have a lot of interesting stories to tell for years to come:
We discovered (after closing) that our property has two natural springheads in the Northwest corner of the property. It is a hiking destination called Twin Springs on our property map.
Our property is rich with Ginseng, and we’ve encountered a few Ginseng “enthusiasts” on property, one couple hiding in the leaves was discovered by Kristina!
We put custom cedar signage around the property to mark the trails and roads. One sign became a bit of jungle gym for black bears. We have trail cam pictures of bears hugging the sign, scratching their back on the sign, chewing on it. What was once “Crabapple Trail” now reads “Abapple Trail”!
However, the best stories are related to the people we’ve met, and the relationships developed through this process. It took some time, but we have a great group of vendors and collaborators that we are working with: Cardinal Custom builders, Rabbitskin Excavating, our local mapmaker (Phoenix 2 Reach Studios), the owner of the local coffeeshop who has won awards around the world for his coffee (Orchard Coffee in Waynesville, NC), owners of the Swag, the Yellow House, and Frankies Italian Trattoria (Maggie Valley Italian food), our landscaper, mason, furniture maker (Gamez Masonry and Landscaping), Friends of the Smokies organization and many more!
How has being a part of the glamping industry impacted you personally?
The process is messy to say the least. It’s helped us be more flexible and accepting of the good, the bad, and the ugly. The property is inherently beautiful, we just have to cultivate it over time, and it will all work out through the ups and downs, the small and sometimes large mistakes, and the small and large wins. Celebrate the wins, enjoy the process, and learn from the errors. Despite the challenges, we believe this is fun and impactful, and above all, it’s a beautiful place to find respite and solace.
Share a quote that inspires you in your work, and explain why it resonates with you.
"Only those who will risk going too far can possibly find out how far one can go." – T.S. Eliot
This resonates because it speaks to the importance of pushing boundaries and stepping outside of comfort zones in order to achieve growth. This quote is a reminder that the most rewarding breakthroughs often come from taking risks. It's easy to play it safe, but true progress — whether in glamping, technology, or any other field — comes from embracing the unknown, trying something bold, and sometimes failing along the way. It’s about trusting the journey and understanding that the real potential lies beyond what feels comfortable or familiar.
Elk & Embers is a beautiful example of how glamping can be both purposeful and personal—built with care, rooted in the land, and centered around guest experience. We’re proud to have them as part of the AGA community and can’t wait to see how they continue to grow and inspire in the years ahead. Want to be featured next? Sent us an email! info@americanglampingassociation.net
