For years, Hotel Les Mars stood as Healdsburg’s quiet nod to European romance—dimly lit, classically adorned, and deeply traditional. But something has shifted in this ever-evolving pocket of Northern California. With wine country travelers craving less formality and more immersion, Foley Entertainment Group has taken a bold step forward. Enter 27 North, a newly reimagined boutique hotel where heritage meets a more playful, energetic side of Healdsburg.
The 16-room property sits just off the town’s central plaza, and while its footprint hasn’t changed, the mood certainly has. The velvet armchairs and hushed halls of Les Mars have given way to something lighter, livelier, and more tapped into the culture of the region. This is not your father’s wine country retreat.
At 27 North, guests are invited to engage, not just unwind. There’s still attentive service and polished hospitality, but it comes paired with vinyl-spun DJ sets, mezcal-forward cocktails, and a curated calendar of events. In place of taut tradition, there’s now an easy magnetism that matches Healdsburg’s creative pulse—equal parts local hangout and elevated escape.
“Sonoma County is evolving, and so is the modern traveler. With 27 North, we’re redefining what luxury looks like in Wine Country—less formal, more experiential, and deeply connected to the creative energy of Healdsburg.”
Shane Green, CEO of Foley Entertainment Group
The social heart of the property is Arandas, a stylish Mexican restaurant and cocktail bar that opens onto a sun-drenched patio. It’s here that much of the hotel’s new personality takes shape. Midweek, the space becomes a sonic tasting room with “Rock Like a Banshee,” where Banshee Wines meet vintage vinyl. By Thursday and Friday afternoons, DJs take over with genre-blurring sets that ease into golden-hour cocktails. On weekends, the tempo rises with live music brunches with flowing mimosas and full-bodied margaritas.
For those who like their spirits a little more structured, 27 North also hosts pop-up tastings from The Society: Healdsburg in the Library. Offered Thursday through Saturday, these intimate sessions spotlight the Foley Family’s wine and spirits portfolio, often featuring limited-edition bottles not found on the usual tasting routes. The hotel bar itself now carries the signature “Foley Five” cocktail menu—a rotating list of top-shelf concoctions served across Foley’s hospitality properties, from Santa Barbara to New Zealand.
There’s also an entirely different kind of indulgence available once a month at HOWL at Arandas, a full moon celebration that leans into the mystical. Tarot readings, ambient music, and moody lighting accompany a lineup of themed cocktails—equal parts playful and transportive.
The rebrand doesn’t stop at food and drink. New lifestyle partnerships add a layer of elevated convenience. Guests can book private wine tours via chauffeured Volvos to some of Sonoma’s more coveted tasting rooms, or—if they’re feeling adventurous—opt for a spin in a high-performance car for a cruise through the Russian River backroads or a drive along the rugged Sonoma Coast. A new grab-and-go breakfast program, served daily from 7:30 to 10 a.m., adds a practical touch for those with packed itineraries.
Those craving a deeper wellness reset can head a few minutes down the road to Farmhouse Inn, 27 North’s sister property in Forestville, where treatments at the Wellness Barn offer a quieter contrast to the hotel’s buzzier scene.
That spirit of connection is part of what earned the property a spot in Preferred Hotels & Resorts’ Lifestyle Collection, a group known for spotlighting hotels that bring a sense of place to every stay. It’s a natural fit. From the music to the mezcal to the modernist-meets-Mexican interiors, 27 North manages to walk the line between polished and unpretentious.
This isn’t just a hotel with a facelift—it’s a full-on personality change. One that is more than welcome.