Wine Country introduces a new ultra-luxury resort amidst the pandemic shutdown

This newly opened ultra-luxury resort in California’s Wine Country features a yoga lawn set within a vineyard, a guest-focused apiary program, massages with locally sourced olive oil, and a unique glass-enclosed dining room suspended in a 100-year-old oak tree.

The 258-acre resort, located in a charming yet vibrant town, officially opened on December 12. However, due to the county’s shelter-in-place orders starting that same day, the hotel’s occupancy has been far below expectations, limited to only 'essential' travelers as mandated by local health authorities.

Once the shelter-in-place order lifts, guests will have access to one of the region's most opulent resorts, located in an area known for its abundance of luxury properties.

The Healdsburg resort will also mark Montage’s first property in Northern California. The company currently manages four other resorts in the U.S. (California, Utah, Hawaii, and South Carolina), as well as a resort in Mexico and one under development in the Bahamas.

Alan Fuerstman, the founder and CEO of Montage Hotels & Resorts, shared, 'For all our properties, the sense of place is central to what we build, how we build it, and where it’s located. With Healdsburg, our goal was to capture the essence of Wine Country, respect the land, and highlight the vineyards, hills, oak trees, and natural beauty. I believe we've succeeded, but guests will have to come and experience it for themselves.'

The challenges of opening during a pandemic

Naturally, no one at Montage could have predicted the Healdsburg property would be launching in the midst of a global pandemic.

Since April, the leisure and hospitality sector has experienced a loss of approximately million jobs, a truly alarming figure. While federal stimulus provided a lifeline for businesses early in the pandemic, a recent survey by the American Hotel & Lodging Association revealed that nearly 75% of hotel owners fear they won't survive another six months without additional support.

This dilemma is certainly weighing heavily on Fuerstman’s mind.

In an exclusive conversation with Dinogo Travel earlier this month, Fuerstman expressed his concerns about the challenge of opening during such unprecedented times. He noted that his team had to implement two separate sets of adjustments – one for internal operations and another for guest experiences.

The first change was strategic: Instead of holding large staff orientations and pep rallies, General Manager Allen Highfield and his team shifted to smaller, socially distanced groups, with many sessions conducted one-on-one and all participants wearing masks. Fuerstman acknowledged that this was a significant departure from the norm, as most staff had never been involved in planning under such conditions.

‘This hotel is meant to serve future generations,’ Fuerstman explained. ‘It’s not about a grand opening spectacle or the typical fanfare that usually accompanies a new resort. Our focus is on providing the safest experience possible and being flexible as circumstances evolve.’

The second set of adjustments involved helping guests understand how to fully enjoy the Montage experience while maintaining safety. Fuerstman shared that the staff is focusing on showing guests how the hotel’s health measures can minimize Covid-19 risks. For example, since no building at the resort is taller than two stories, there’s no need for elevators, making it easier for guests to maintain social distance.

Additionally, Fuerstman noted that with private room entrances, guests have embraced room service dining as a preferred option, finding it a convenient and enjoyable alternative.

‘Health and safety is our top priority,’ Fuerstman emphasized.

Exploring the Terrain

Located in the northernmost part of Healdsburg, this new Montage resort is nestled in a town of around 11,000 residents. Healdsburg has rapidly become one of the top destinations in Wine Country, often ranking among the best places to live, and it is now the hottest spot in the region.

The rooms at Montage Healdsburg are designed in a campus-style layout, with individual units encircling a central area where the main building is situated. Each room spans about 650 square feet and features its own private patio. Local artwork will adorn the walls, adding to the resort’s sense of place.

The resort offers 34 suites in various configurations. The largest, known as The Guest House, covers more than 4,600 square feet and includes three bedrooms, a private patio, and a hot tub for ultimate relaxation.

The main lodge of Montage Healdsburg offers breathtaking views of Mount St. Helena to the east and is home to a variety of amenities, including a lobby, two restaurants, event spaces, a general store, a bar, and an open-air patio with bocce courts and other activities. Just a short walk away, a separate building houses the Paintbox kids' club, a part of the Montage experience.

Situated on untouched land, the resort was designed to honor and blend with the surrounding landscape. The architecture showcases the natural beauty of Sonoma County, creating a harmonious connection between the property and its scenic surroundings.

At the main lodge, guests can enjoy dining at Hazel Hill, a 'terroir-to-table' restaurant that offers panoramic views of the resort's vineyard, sprawling oak trees, and the picturesque hills of the nearby 2,000-acre Jordan Winery estate.

One of the restaurant's standout features is a private dining area that extends out over an ancient oak tree. Additionally, the Scout Field Bar in the lobby has retractable windows that blur the line between indoors and outdoors, allowing guests to enjoy the fresh air.

From the zero-edge pool at the 11,500-square-foot spa, guests are treated to sweeping, panoramic views that make you feel as though you've emerged into a serene oasis amidst nature’s grandeur.

Navigating the property is effortless and laid-back. Everything is within a five-minute walk, and after checking in, guests leave their cars with the valet and are free to explore the resort on foot or by golf cart.

‘It’s the perfect retreat for those looking to disconnect and recharge,’ said Highfield, emphasizing the tranquil environment of the resort.

The vineyard is overseen by Jesse Katz, a rising star in the wine industry and the owner of Aperture Cellars in nearby Healdsburg. Katz, who was named Wine Spectrum's 2020 Winemaker of the Year, brings a wealth of expertise to the project.

What’s coming next

Once the local shelter-in-place order is lifted and the resort can fully reopen, General Manager Highfield hinted at the debut of several exciting guest programs that have been eagerly anticipated.

The first program will naturally center around wine, and will feature contributions from Jesse Katz himself.

At just 36 years old, Katz plans to produce estate wines exclusively from the resort’s 14 acres of vineyards in the Alexander Valley. These wines will only be available on the property and possibly at other Montage locations. He also looks forward to hosting regular wine talks and tastings for guests. Katz, who has been consulting on the project for several years, sees the opportunity to cultivate grapes in such a unique location as an extraordinary privilege.

This project gives me a rare opportunity to go all-in on quality and detail, from the way we manage the vineyard to the winemaking process itself. Some of the vineyard blocks are planted so densely that we'll need to harvest by hand instead of using machinery, which shows just how meticulous we’re being with every aspect of production.

The resort has also partnered with the Sonoma County Bee Company (SCBC), a local apiary firm, to run a five-hive bee program aimed at producing honey for the resort’s restaurants and wax for the spa.

As part of this collaboration, SCBC founder Candice Koseba will visit the resort regularly to offer demonstrations to guests. One of the highlights will be a special log hive, a unique type of beehive carved into a hollowed-out log. Guests won’t handle the bees directly, but they’ll be able to observe the activity through a Plexiglas wall.

“It’s going to offer a fascinating insight,” said Koseba. “Not many people get the chance to see the inner workings of a hive.”

Montage Healdsburg will soon unveil a two-tiered bicycle program, catering to both casual cyclists and serious road biking enthusiasts. Set in the heart of 'Ride Country,' the resort offers e-bikes for those looking for a relaxed ride and high-performance road bikes from Scott Bikes for the more dedicated cyclists. Plus, an on-site technician ensures that all bikes are in top condition.

Highfield expressed his excitement about getting the resort fully operational, but he also acknowledges the challenges posed by the ongoing rise in Covid-19 cases across California. For now, he and his team are doing what they can under the circumstances.

“When the time is right, we look forward to providing a safe haven and a retreat for our community, neighbors, and visitors,” Highfield said.

The resort’s journey toward becoming a prominent destination is just beginning.

The resort’s journey to fruition hasn’t been without its share of challenges and controversy.

Fuerstman first explored the site back in 2005, and the actual project kicked off in 2010. Construction has been ongoing since early 2018, despite facing numerous setbacks along the way.

Regulators cited 38 violations, including poor erosion control measures that were documented over several months. Investigators revealed that nearly 9.4 million gallons of illegal runoff, laden with sediment, had flowed from the site into streams feeding into the Russian River watershed.

While Montage wasn’t fined, the issue stirred concerns in the local community about the brand’s commitment to long-term sustainability.

Former Healdsburg Mayor Brigette Mansell has been one of the resort's most vocal critics.

Unapologetically outspoken, Mansell has taken to social media to voice concerns about the new resort and its impact on Healdsburg residents, many of whom struggle to afford living in their own community.

In a recent email statement, she expressed, 'I’m not just concerned; I’m committed to staying vigilant. I’m well aware of the project’s past and the negotiated terms. With such high-end resorts, the wealth they generate carries an obligation to social responsibility.'

When confronted with these critiques, Fuerstman was adamant that the resort is focused on prioritizing the local community.

He highlighted that many of the resort's employees live locally in and around Healdsburg, and emphasized that the hotel has fostered strong ties with local restaurateurs, winemakers, and artisans. This collaboration extends the essence of Healdsburg into every guest experience. For example, Flying Goat Coffee, roasted in Healdsburg, will be the resort's exclusive coffee, and trail mix from Sonoma’s Girl & The Fig will be sold on property.

'We see a great resort as a community hub, not an outsider,' Fuerstman said. 'True success, in my view, is when every local feels they are part of the resort and proudly shares it with their friends and visitors.'

Tallia Hart, CEO of the Healdsburg Chamber of Commerce & Visitors Bureau, sought to frame the opening in a way that highlights the broader community benefits.

'We’re lucky to have a Montage here in Healdsburg,' she remarked. 'This incredible property will play a key role in boosting our local economy. As a world-class brand, Montage will employ hundreds of people, providing a range of jobs that will directly benefit the community. We’re excited to partner with them and are thrilled to have them join our town.'