Rebekah Iliff: The Swag and Cataloochee Ranch each have rich and distinct histories. What first drew you to these properties, and what responsibility did you feel when stepping into the role of steward for such beloved places?
Annie Colquitt: The Swag was special to me because my family has a long history with the Matthews who founded The Swag, from long before I was born. David and I honeymooned there in 2011 and had been back as guests several times, and we loved the natural beauty surrounding The Swag, the spirit of warm hospitality from the team, and the way The Swag seems to slow you down and draw you into rest.
We didn't have a personal history with Cataloochee Ranch, but when we bought The Swag we knew of the ranch as they’re neighbors and some of the best hikes from The Swag are actually on ranch property. When we started hearing rumors that the Alexander family may want to sell we, of course, wanted to know what was going to happen to that piece of land. As we learned more about it we quickly fell in love with the property and knew having such a beautiful destination just next to The Swag was too good of an opportunity to pass up.
Part of what makes the properties so special is the glory of the natural world that you can experience at both The Swag and Cataloochee Ranch, so we feel a deep responsibility to steward this treasure.
We also want to steward the legacy and the history of these places. Both The Swag and Cataloochee Ranch existed before us and we hope that they will continue to exist and be enjoyed by people for long after we’re gone. Our goal is not to get the most out of them that we can or use it all up for our own sake, so to speak, but to make sure that it's a thriving and healthy business that is continuing to tell the history, preserve the land, allow people to explore in nature, and create space for families and couples to be together. From the very start it has been about continuing the legacy of both The Swag and Cataloochee Ranch, and I hope the spirit of the properties remains the same 100 years from now when no one remembers who David and Annie Colquitt were.
RI: Many people talk about ownership, but I’ve heard you speak in terms of stewardship. How do you define stewardship, and how does that philosophy guide decisions you make for both properties?
AC: I think an owner is a mentality of it's yours to do with as you see fit. Of course legally that’s true, but with stewardship it's more that you have the responsibility to think about the good of the property, the place, and the guests who will be here a long time from now. Stewardship, to me and David, is recognizing that we are in this position to do this because it is a gift from God and we have been richly blessed to do this; it's not because we are so wonderful and have done everything right in life. It's a blessing that we get to steward these properties, and so with that, it's nothing that we deserve. We believe it’s our responsibility to both God and man to take these gifts that we've been given, use them for good, do it well, and to always think about what comes after us.
That mentality guides our decision making because, for both properties, we're less concerned with profits and losses and more concerned with the long-term story of the property. A great example of that was throughout Cataloochee Ranch’s renovation. At one point we decided to extend the construction project, which obviously had a financial impact. We felt it was more important that we did it right and made sure we were honoring the property rather than opening quickly.
Within every decision, we’re also thinking about how what we choose now will age. Obviously a lot of things will change through time, but we want to be sure that we’re being respectful of those who came before us and designing for the long-term.
RI: The Swag began as an intimate mountain retreat, while Cataloochee Ranch has welcomed generations of families since 1933. How do you honor the history of each property while ensuring they remain relevant for future generations?
AC: With both of these properties, there are folks who see them as their family's home away from home and it’s something we don’t carry lightly, to steward someone else's most special place.
When we bought The Swag, it was really important that the spirit of The Swag stayed the same; that it had the same feeling that my family fell in love with. For me, that means when you get to The Swag there's a sense of slowing down time, a truly deep rest, and a disconnect from the busyness of everyday life.
We spent a lot of time thinking about how the spirit of The Swag is the same while understanding that the destination will not continue to exist if it doesn't adapt to appeal to the next generation of guests. There were non-negotiable in this conversation. For example, we were not going to put TVs in rooms. However, there were areas where we could update decor or add amenities like a spa or pickleball courts that still kept the spirit of The Swag the same while also staying relevant for the next generation of travelers.
Also, The Swag’s community aspect is incredibly important and we wanted to keep that intact. Historically, every guest sat at the community table—meeting new people, learning something, connecting with one another. Now we have a community table that you can opt into because, while it’s special and fun, sometimes our guests are looking to focus on connecting with their partner, friend, or family that they came to The Swag with, and we want to give people the freedom to have the kind of vacation they want to have.
While The Swag has had slow changes over time, Cataloochee Ranch was a bigger shift with a full property renovation. We knew that the ranch couldn’t continue with the model it was before and a more elevated experience would allow the ranch to be financially stable and last for decades to come. Even though the renovation was a big change, honoring the property’s history as a ranch that welcomed families and preserved the land was very important to us.
RI: We are currently exploring the idea of “living well.” What does it mean to you personally, and how do you hope guests experience that feeling during their time at The Swag or Cataloochee Ranch?
AC: To me, living well is all about living a life full of deep connection and peace. For me, my faith is the root of my peace and sense of connection to the world, to others, and to purpose. Peace also comes from having deep relationships. Relationships where we both value knowing and being known, making each other better, and living life together.
Another crucial part of maintaining peace is rest. In this modern world, I need real breaks from my computer and work to completely focus on where I am and who I am with; and nurturing my body whether that’s moving and getting outside or eating nourishing food.
Both The Swag and Cataloochee Ranch offer the space and time for relationships to deepen—for good conversations, long walks, and lingering over dinner with nowhere to be afterwards—and our hope is that guests take advantage of the time here to rekindle romance with a partner or connection with family and friends that will then help them live well long after they leave us. Of course, being on the border of The Great Smoky Mountains National Park, the setting naturally creates a sense of slowing down, disconnecting and being active that, I think, our culture craves.
RI: As you mentioned above, both properties encourage guests to slow down and reconnect. What have you learned about what people are truly seeking when they come to the mountains today?
AC: I think 10 years ago it was an ongoing conversation of needing to disconnect from technology, life is too fast-paced, social media is not good for you, and you need to be in nature. Now, I feel like everyone kind of knows that, and we have woken up and realized, myself included, that we should spend less time on our phones and screens.
At both The Swag and Cataloochee Ranch we see our guests craving that disconnect from the digital world and the opportunity to get in nature and reset themselves.
I think this poem by Wendell Berry called “The Peace of Wild Things” says it better than I can:
When despair for the world grows in me
and I wake in the night at the least sound
in fear of what my life and my children's lives may be,
I go and lie down where the wood drake
rests in his beauty on the water,
and the great heron feeds.
I come into the peace of wild things
who do not tax their lives
with forethought of grief.
I come into the presence of still water.
And I feel above me the day-blind stars
waiting with their light.
For a time I rest in the grace of the world,
and am free.
RI: The “art of gathering” is a recurring theme for us, and I’d love your take on what makes a gathering memorable?
AC: There are many things that I found inspiring from the book The Art of Gathering by Priya Parker, but one that I think applies to any kind of gathering, whether it's a birthday party, a parent-teacher conference or a dinner with friends, is to know the purpose of why are you gathering and design every bit of the gathering towards that why. Great gatherings happen when there's that level of intentionality around what we are actually trying to do.
While we can't know the purpose for every guest who's coming to us, we can know the purpose for why we are creating the space for other people's gatherings. For The Swag and Cataloochee Ranch, the “why” is to give guests things that humans really need—rest, relationships, adventure, connection.
We have intentionally thought about that and designed gatherings across each property from that point forward. Humans need rest, so when our guests are sitting on the front porch overlooking the Smokies, was the furniture positioned in such a way to enjoy the view to the best possible way and is there a drink table right there to set your drink on?
Also, adventure is an important part of being human, so we wanted to make sure we had different activities that spark adventure—and a staff that encourages our guests through that process.
RI: The landscapes surrounding your properties are every bit as important as the buildings themselves. How has the natural beauty of the Smokies shaped your vision for guest experiences, conservation efforts, and long-term preservation?
AC: From the moment guests arrive we want the hospitality to reflect the warm spirit that people in Appalachia have been showing to their friends and neighbors for years. Then, of course, bordering the Great Smoky Mountains National Park is what makes these properties so special, so it’s a no-brainer to embrace that.
Whether it’s through the art that’s on the walls or the activities we offer, we want to always tell the story of the Smokies. Part of the fun of travel is experiencing the culture, the cuisine, the music, and the history of a place, and we want our guests to get a taste of our Western North Carolina culture while they are here.
At The Swag, this especially comes to life through our Expert-in-Residence program, which invites guests to spend time connecting with and learning from local naturalists, biologists, artists, and outdoor experts. Because Cataloochee Ranch is a ranch, we get to talk about agriculture in a really exciting way, sharing the history, vision and practices of our beef cattle program.
The overall sense of connection to the land is crucial to everyone at The Swag and Cataloochee Ranch because, ultimately, it's why people are there.
RI: Both properties seem to embody a sense of place that is becoming increasingly rare. What traditions, rituals, or experiences do you believe are worth preserving because they help people connect more deeply with family, friends, and the land?
AC: The art of sitting around a table for a long time without a place to be is an experience that is increasingly rare for people. The Swag’s hors d'oeuvres hour and nightly community dinner table are longtime traditions that give guests the opportunity to simply be, learn from one another, laugh together and build a memory with others that echoes the warmth and hospitality of Appalachia.
Talking about agriculture and where our food comes from is a lost art in today’s world but that is a deep part of Cataloochee Ranch’s history dating back to 1933 when it was founded, so those are conversations and programs that we intentionally nurture.
Obviously, food is a big part of Appalachian culture as well so there’s a weekly barbecue at each property that brings guests and the local community together to enjoy a traditional Southern barbecue with blue grass music, storytelling, and good food.
All of these traditions, and many other little moments, come back to that sense of authenticity and truly experiencing the Smokies, not just experiencing The Swag or Cataloochee Ranch. When you see the way that someone else is living and telling their history, stories and traditions, it, one, makes you think about your own story, your own histories, your own traditions; and, two, creates a connection between people across cultures, within their own families and friends, and a respect for the human experience.
RI: During my stay, I spoke to many guests who have returned year after year, sometimes across multiple generations. What does it mean to you to play a role in the memories and family traditions that are created?
AC: An honor is the only way I can describe it. We all have places that feel sacred to us and our family because of the time we’ve spent there, the ways we’ve seen it, the memories we’ve made, the hilarious stories that we’ll always remember, so when The Swag and Cataloochee Ranch becoming those places for people is a huge honor for our family.
Whether it’s a guest sharing that they spread their spouse's ashes at Gooseberry Knob that day, or a woman sharing pictures of her running around Cataloochee Ranch as a little girl and now bringing her granddaughter there, every intimate conversation with a guest about their connection to this land is an honor.
RI: When you look ahead 25 or 50 years, what legacy do you hope The Swag and Cataloochee Ranch will leave—not only for guests, but for the surrounding community, the Smoky Mountains, and the future of American hospitality?
AC: 25 years is too soon! In 50 to 100 years, I, first, hope The Swag and Cataloochee Ranch are still here as hospitality properties. Hospitality can be a tough business, and the world is changing rapidly but in my heart I hope that both places are still welcoming guests.
I also hope that we’re continuing to be part of these legacy family stories and love stories. It excites me to think about another generation of people coming to Cataloochee Ranch, showing the pictures of them running around as kids, and bringing their kids and grandkids.
And over at The Swag, I hope they’re still welcoming a celebrating couple whose parents visited The Swag 20 years before and now they get to go flip through the Polaroid albums to find their picture.
I hope that Haywood County would say we are so proud that The Swag and Cataloochee Ranch are here, both because they're great properties that guests love, but also because of the good they do for the area. We want to be a blessing to our community by being good employers, giving back and partnering with local organizations to preserve this beautiful land.
No matter what, I hope the spirit of each place is still the same—community, rest, adventure, love, nature.
RI: If a guest left either property having learned just one lesson about living well, what would you hope that lesson would be?
AC: A life well lived is one of connection. Connection to people, connection to the land, connection to God, connection to where your food comes from, connection to your history and your story…I could go on and on.
The best antidote to isolation is connection, and I hope our guests leave feeling that their ties to something or someone they value have strengthened.
