Foley Entertainment Group will rebrand Hotel Les Mars to 27 North, transforming the luxury 16-guestroom hotel to one with a livelier vibe.
Hotel Les Mars, a 17th-century French chateau-style hotel and Healdsburg staple since 2005, will be rebranded on July 1, according to owners Foley Entertainment Group.
Hotel Les Mars will become 27 North, transforming the luxury 16-guestroom hotel to one with a livelier identity that encourages guests to “tap into the local vibe,” according to Foley’s recent announcement. Foley acquired Hotel Les Mars with a partner in October 2010.
27 North— a play on the Healdsburg property’s address of 27 North Street— will be anchored by Arandas, the hotel’s Mexican restaurant and bar that debuted a year ago following the March 2024 closure of Chalkboard restaurant, as previously reported by Sonoma Magazine.
27 North will offer music and culinary programming throughout the week, pop-up wine tastings, live music brunches, and HOWL at Arandas, a monthly full-moon experience that includes tarot readings, live music and specialty cocktails, according to the release.
“Sonoma County is evolving, and so is the modern traveler,” said Shane Green, CEO of Foley Entertainment Group. “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.
“This rebrand is a strategic step forward for our hospitality portfolio, aligning with a culturally engaged traveler that values curated moments as much as classic comforts.”
27 North also will host private tastings from Foley Family Wines & Spirits, which Bill Foley established in 1996. He founded Foley Entertainment Group in 2021, whose portfolio of sports teams, venues and hospitality businesses includes Farmhouse Inn in Forestville. Foley bought a majority stake of Farmhouse Inn in September 2023, the Press Democrat reported at the time.
With the rebrand from Hotel Les Mars to 27 North, the hotel will become part of Preferred Hotels & Resorts, a global brand that represents more than 650 independent luxury hotels, resorts and residences across 80 countries.
Preferred Hotels & Resorts is a marketing and quality assurance organization for independent hotels, and not a hotel chain that owns or manages properties, according to its website.
27 North will hold a community ribbon-cutting ceremony and party on July 1 from 4 to 6 p.m.
Cheryl Sarfaty covers tourism, hospitality, health care, aviation and employment. Reach her at cheryl.sarfaty@busjrnl.com or 707-521-4259.
