The Andrew Harper Alliance currently partners with four of the Auberge Resorts’ properties: Auberge du Soleil and Calistoga Ranch, both in the Napa Valley; Esperanza, outside of Cabo San Lucas, Mexico; and Hotel Jerome, in Aspen, Colorado. All arguably Harper subscribers’ and staff favorites, it is with great anticipation that we await the opening of several new Auberge resorts later this year and into 2017.
We talked with Craig Reid, Auberge’s new CEO, about these openings and the philosophy behind their luxury resorts.
AHS: Auberge Resorts currently offers six hotels, resorts and residence clubs, with another five on the horizon. What is Auberge’s growth strategy, and what has most recently affected this rather aggressive plan?
The key ingredients in our recipe for growth are: to protect the soul and character and the deep-seated individuality that distinguishes our hotels.
CR: The Auberge Resorts name has become synonymous with a relaxed style of crafted luxury, which resonates with affluent guests who are eager to explore and/or move beyond traditional luxury hotels to a more bespoke personal experience. Our founder, Mark Harmon, sensed that the “market” was in need of more products like ours and identified in Dan Friedkin a partner who would support this quest. Step number two was building our internal capabilities—the strength and depth of the management team—and that’s where I enter the equation, along with all the other newcomers to the team.
The key ingredients in our recipe for growth are: to protect the soul and character and the deep-seated individuality that distinguishes our hotels; introduce an urban boutique Auberge resort; introduce a more youthful and approachable offering, such as VieVage; to team up with best-in-class developers in their respective markets to introduce our brand of luxury, often supported by a residential component—intimate, hand-crafted, luxurious, embracing the locale with a little spice, and delivering excellence with warmth and without pretense; and initially concentrate in the Americas and Europe, to optimize our resources.
AHS: What was the first resort in the collection, when did it open and how did it come to be?
CR: The company is named after its Napa Valley flagship, the award-winning Auberge du Soleil, which actually began as a restaurant tucked among hillside olive groves in the upper valley in 1981. In response to guest demand, we opened 50 cottage-style accommodations four years later. Auberge du Soleil played a large role in putting Napa Valley on the map as a luxury destination and, to this day, it remains the valley’s only five-star hotel. We have continued to polish the jewel. Just this summer, we unveiled some beautifully redesigned rooms in advance of the Auberge’s 30th anniversary, which will be in 2015.
Travelers today are seeking an experience that is creatively designed, yet simple; relaxing yet social; regional yet timeless.
AHS: Aside from Auberge du Soleil, you also reinvented the cabin-in-the-woods concept in Napa Valley with Calistoga Ranch, and are set to open a third property, VieVage Napa Valley, in 2017. Will the new resort bring a similarly groundbreaking concept to the area?
CR: With VieVage Napa Valley we plan to redefine the concept of the 21st-century resort and speak to the evolution of Napa Valley as a destination. Travelers 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 our other Napa Valley hotels to offer a new product that is fresh, active, social and very appealing to a broad variety of guests. We believe that it will be a perfect complement to our current hotels in the area.
AHS: Several of us at Andrew Harper are excited about plans for an Auberge in Sun Valley, Idaho. Why did this addition make sense?
CR: Sun Valley has the enviable legacy of being the first winter destination resort in America, and it has a rich history as a magnet for residents and affluent guests from both coasts. It’s a vibrant year-round destination that has been under-serviced by the luxury hotel market. We believe that Sun Valley is a perfect destination for the Auberge brand, with its focus on crafted luxury, engaging guest experiences and unique adventure programs.
AHS: Malliouhana is scheduled to open in November of this year in the British West Indies. How will the experience provided in the Caribbean differ from the others? Has this location presented any unique challenges?
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