Auberge Resorts launches VieVage lifestyle brand

George Sell George Sell Uploaded 13 June 2014


US: Auberge Resorts has announced it will manage a new resort and destination spa on the site of the former Stanly Ranch in Carneros, Napa Valley.

US: Auberge Resorts has announced it will manage a new resort and destination spa on the site of the former Stanly Ranch in Carneros, Napa Valley.

The project will be developed by Stanly Ranch Resort Napa, LLC. The 110-room resort, called VieVage Napa Valley, will be the first developed under a new lifestyle hospitality brand called VieVage. Auberge says the concept, "which will bring contemporary themes of design, community, locally sourced food, sustainability, fitness and wellness together in a fresh, active and social environment".

Auberge Resorts is an owner and operator of luxury boutique hotels, resorts, residences and private clubs.

Craig Reid, CEO of Auberge Resorts, said: "Travellers today are seeking an experience that is creatively designed yet simple; relaxing yet social; regional yet timeless. 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, in the California wine country. "Bordered by vineyards, rolling hills and views of the Mayacamas Mountains, the resort will be characterised 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" says the company. Clustered guest rooms will accommodate families and groups with private communal space, vineyards, gardens and bicycle and walking paths.

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".

An on-site winery will make examples of the regions acclaimed Pinot Noir and Chardonnay varietals.

"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 realise our vision. We look forward to introducing Auberge hospitality to a new generation of guests."

The project is expected to break ground in early 2015, and open in 2017.


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