NEWS
27 North Debuts in Healdsburg, Ushering in a Bold New Era of Boutique Wine Country Hospitality
The historic Hotel Les Mars in downtown Healdsburg has been reimagined and relaunched as 27 North, a new boutique lifestyle hotel from Foley Entertainment Group. This bold transformation introduces a vibrant, modern identity deeply rooted in the creative energy and spirit of California wine country. With immersive programming, stylish design, and culinary innovation, 27 North offers a fresh take on the wine country getaway.
Foley Entertainment Group has unveiled 27 North, a new boutique hotel concept in Healdsburg, marking the official rebranding of the former Hotel Les Mars. Located just steps from the iconic Healdsburg Plaza, the 16-room property fuses high-touch hospitality with a lively cultural and culinary scene, reflecting the contemporary soul of Sonoma County’s wine region.
With its redefined vision, 27 North positions itself as a social and sensory destination, offering a vibrant guest experience designed for travelers who seek authenticity, community, and creativity. The transformation of the hotel includes not only physical upgrades but also a dynamic lineup of new programming across the property.
At the heart of the new identity is Arandas, a stylish Mexican restaurant and bar that serves as the hotel’s social anchor. Throughout the week, Arandas hosts a series of curated events, including “Rock Like a Banshee” Wednesdays featuring vinyl soundtracks paired with Banshee Wines, DJ-led sets on Thursdays and Fridays, and a weekend Live Music Brunch with flowing mimosas and margaritas.
Adding to the immersive guest experience is The Bar at 27 North, now offering a refined cocktail program built around the Foley Core Cocktail Menu, which connects the property to the broader Foley hospitality portfolio. The Library also transforms into an exclusive tasting lounge from Thursday to Saturday, where guests can participate in Foley Family Wines & Spirits tastings as part of The Society: Healdsburg popups.
New offerings include a grab-and-go breakfast service at the bar from 7:30-10:00AM daily, catering to early risers eager to explore the region. Guests can also opt for Volvo Wine Tours, which provide chauffeured access to Sonoma’s leading wineries, or enjoy high-performance and luxury car rentals for scenic drives along the Sonoma Coast and vineyard-dotted backroads.
Further enhancing the cultural narrative of the hotel is a rotating art collection by Bradford Brenner, a celebrated local artist whose expressive works energize the hotel’s public spaces. Monthly full moon gatherings under the “HOWL at Arandas” banner incorporate tarot readings, live music, and creative mixology, offering guests a more mystical and festive connection to the destination.
Wellness-minded visitors are invited to enjoy restorative spa treatments at Farmhouse Inn, a nearby sister property, ensuring that the new hotel concept provides both energetic and relaxing elements for a well-rounded escape.
Now a proud member of Preferred Hotels & Resorts’ Lifestyle Collection, 27 North aligns itself with globally recognized standards in independent luxury hospitality. This partnership emphasizes the hotel’s commitment to delivering personal, locally rooted experiences that reflect the uniqueness of Healdsburg and the surrounding wine country.
27 North exemplifies a new direction for boutique hospitality in Northern California, where exceptional service, cultural vibrancy, and regional identity coalesce to create an unforgettable stay.
Source: Foley Entertainment Group
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