Auberge launches new resort brand in Carneros

[caption id="attachment_93795" align="aligncenter" width="500"] Site of the planned VieVage Napa Valley, the first to be developed under a new lifestyle hospitality brand from Auberge Resorts resort southwest of Napa (credit: Auberge Resorts)[/caption]

MILL VALLEY and NAPA -- Auberge Resorts, a Mill Valley-based operator of luxury resorts and hotels, today said it will manage a new resort and spa that will be developed on the site of the former Stanly Ranch in the Carneros winegrowing region of Napa County. 

The project will be developed by Stanly Ranch Resort Napa, LLC, according to Auberge. It will be a 110-room resort called VieVage Napa Valley, which will be the first developed under a new brand, according to Auberge, which also operates Auberge du Soliel in Rutherford, the Calistoga Ranch and Solage Calistoga. The new concept is being dubbed "new Napa."  The project is expected to break ground in early 2015 open in 2017.  

"Travelers today are seeking an experience that is creatively designed yet simple; relaxing yet social; regional yet timeless," said Craig Reid, CEO of Auberge Resorts in statement.  "With VieVage, we will build on the successes of Auberge Resorts' other unique hotels, resorts and residences to offer a product that is fresh and appealing for a broad variety of guests and a hospitality model that works in a variety of settings. It will be adaptable to resort and urban locations and residences, and it will complement our current hotels in select markets. We're delighted to introduce both a new brand and a new chapter for Auberge Resorts."

VieVage Napa Valley will be developed on 95 acres of the 712-acre Stanly Ranch, a historic  piece of the California Wine Country. Bordered by vineyards, rolling hills and views of the Mayacamas, the resort will be characterized by contemporary cottage-style accommodations and an activated central "commons" featuring a casual restaurant and bar, a bakery, winery and outdoor gathering spaces that bring guests together around fire pits, barbeques, bocce and outdoor concerts, the company said.

The resort will have an "overarching" agricultural theme expressed through gardens and orchards, contemporary architecture inspired by the valley's early farmstead buildings, environmentally minded infrastructure and engaging programs that invite guest participation in the cultivation and celebration of food and wine.  It will also feature an on-site winery in an effort to make the most of the Carneros district.

"I am excited by this new concept and what it will bring not only to Napa Valley, but also to the hotel industry," said Mark Harmon, founder and managing partner of Auberge Resorts. "VieVage will bring together the best of what we do with a beautiful simplicity and understated luxury. This concept will be social, fun, approachable, and it will celebrate the romance of connecting with family and friends. We have brought together an amazing team of partners to help us realize our vision. We look forward to introducing Auberge hospitality to a new generation of guests."

The Stanly Ranch development team is a joint venture of real estate developers, led by the Colorado-based team of Jeff Selby and Randy Nichols. Mr. Selby, who has spearheaded the acquisition and entitlement process of Stanly Ranch for more than seven years, co-developed the Four Seasons Hotel and Private Residences and Hotel Teatro in Denver with business partner Michael Brenneman. Some of The Nichols Partnership's notable projects include the award-winning Clayton Lane and Janus Capital Group World Headquarters, as well as the SPIRE and Galvanize located in Denver.

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