New Hotel Concept, 27 North, Unveils a Vibrant New Identity in Downtown Healdsburg

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A Healdsburg classic from Foley Entertainment Group is entering an exciting new era. Hotel Les Mars, long known for its European-inspired charm, is officially rebranding as 27 North, introducing a vibrant new identity and immersive guest experience across its 16 rooms and venues that reflects the soul of modern wine country. Situated steps from the Healdsburg Plaza, 27 North will continue the hotel’s tradition of high-service hospitality, now infused with a fresh, playful spirit offering enhanced guest programming and all-new experiences. The reimagined concept draws inspiration from the creative energy of its destination, offering a more lively home base for experience-obsessed travelers seeking new ways to explore wine country.

27 North is a connected and inviting boutique, lifestyle hotel where guests don’t just stay — they tap into the local vibe. Whether visitors are diving into a wine tasting, catching a live DJ set on the patio, or sipping small-batch cocktails in The Bar, 27 North is a front-row seat to the pulse of one of Northern California’s most magnetic and charming small towns. Anchored by Arandas, the hotel’s stylish Mexican restaurant and bar, the property comes alive throughout the week with music-driven programming and curated culinary moments. Wednesdays bring Rock Like a Banshee to the Arandas patio, featuring spirited vinyl soundtracks paired with Banshee Wines. On Thursdays and Fridays, DJs spin genre-bending sets from 4PM onward, while Saturdays and Sundays transform into an upbeat Live Music Brunch from 10AM to 3PM, complete with great food matched with flowing mimosas and margaritas.

What’s more, 27 North will now host private Foley Family Wines & Spirits tastings via The Society: Healdsburg popups in the Library Thursday-Saturday from 11AM-4PM, while The Bar at 27 North debuts a robust new cocktail program, including top-shelf selections and the signature ‘Foley Core Cocktail Menu,’ available across the entire Foley hospitality portfolio. For early risers, a new grab-and-go breakfast is available daily at the bar from 7:30-10AM to fuel a day of wine country adventure. Meanwhile, guests with a more mystical side will love HOWL at Arandas, a monthly full moon celebration featuring tarot readings, live music, and specialty cocktails. 27 North guests can also plan to enjoy exclusive Volvo Wine Tours, offering chauffeured access to some of Sonoma’s most sought-after wineries. Plus, a new luxury car rental partnership unlocks access to exotic and high-performance vehicles, ideal for a rugged drive along the Sonoma Coast or a scenic cruise through vineyard-lined backroads. Guests will also notice striking new artwork throughout the property, all created by acclaimed local Healdsburg artist Bradford Brenner, whose bold, expressive style brings fresh energy to each space. Finally, those looking to explore a more wellness-forward side of Wine Country can arrange a visit to sister property Farmhouse Inn, just minutes away, for a restorative treatment at the Wellness Barn. All of these new offerings are part of Foley Entertainment Group’s vision to craft unique and elevated experiences that celebrate the best of the region.

27 North is debuting as a member of Preferred Hotels & Resorts, as part of their Lifestyle Collection, known for delivering unique and personal experiences directly tied to the destination. By joining this exclusive network, the property solidifies its commitment to offering unparalleled guest experiences and upholding the highest standards of excellence in hospitality.

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