Watch for more upscale lodging in Sonoma Valley to open as early as 2011, as Mill Valley-based Auberge Resorts continues work on its new 180-acre Campagna Resort west of Kenwood.
The company purchased the former Greywood Ranch in 2000, got permission to develop it in 2007 and began road improvements along the Sonoma Highway last year.
“This is not the best time to be doing new projects,” said Mark Harmon, Auberge’s CEO, “but we might have the ability to start construction late this year. It will take us a couple of years to build.”
The company has established itself as a leader in the field of small, ultra-luxe properties, starting in the Napa Valley with Auberge du Soleil, Calistoga Ranch and Solage. It also owns the El Dorado Hotel and El Dorado Kitchen in Sonoma.
“We offer romantic hideaways where people can reconnect with their spouses or significant others in relaxing environments,” Harmon said. “We have wonderful cuisine and personalized service so they feel very special.” Between 50 and 60 percent of its guests are Californians, but a significant percentage are international guests.
The new location in Sonoma Valley is a logical progression in the company’s growth, according to Harmon. “Wine Country is a state of mind that resonates with people because it is close to the land, and because its restaurants celebrate regional ingredients.”
“The Valley of the Moon is one of the more beautiful places on Earth,” he added. “Sonoma is a sleeper compared to Napa, the quiet and shy sister of a beautiful woman. It doesn’t have to show off.”
Sonoma also is known for its micro farms, vineyards and “rough, rustic charm,” as Auberge describes it in corporate publications. The name Campagna is roughly translated from the Italian word for countryside.
In the midst of the global economic downturn, “the luxury segment is the most adversely affected,” said Peter Yesawitch, a nationally known travel consultant as well as chairman and CEO of Orlando-based Ypartnership. “Individuals in that category have watched their paper net worth evaporate by 30 to 40 percent, so they feel less wealthy.”
Harmon counters that people in the ultra-luxury market – those willing to pay $900 to $2,000 a night for their lodging – have been less impacted by fluctuating economic markets.
“You’re going to see people being careful but not dropping off a cliff,” he said. “We’re in a drive-to location, so people feel safe but are still able to get a complete getaway experience.”
Facts about Campagna
The Campagna resort, planned for 180 acres of land west of Kenwood off the Sonoma Highway, is being developed by Mill Valley-based Auberge Resorts. It could open as early as 2011 if construction begins by late 2009. To date, only road modifications have been completed. Early reports of the project include the following details:
* The Inn at Campagna will be at the heart of the resort, built on a plateau overlooking the valley floor. It will feature a country kitchen, a restaurant with resident chef who will use homegrown organic vegetables and offer Sonoma’s regional foods.
* Cottages will feature terraces and outdoor bath gardens.
* The Spa, hidden in the hills, will have eight indoor/outdoor treatment rooms, bocce and tennis courts, a fitness center, an outdoor pool with cabanas and a grill for poolside dining.
* An on-site winery will process grapes from the estate vineyard; house a marketplace with picnic items and Sonoma County wines; host classes in winemaking, gardening and cooking; and serve as a gathering place for local growers and winemakers.
