10 North Bay Business Journal MONDAY, AUGUST 21, 2023

Why a group of
‘We will all benefit’
Russian River
hoteliers are
joining together to
draw tourists from
around the world
By CHERYL SARFATY
The North Bay Business Journal

A group of Russian River Valley

hoteliers have banded together on
a public relations initiative aimed
at driving more tourists to their neck of
the woods.
Launched this month, the Russian
River Boutique Hotels is a collective
of five proprietors of luxury hotels in
Guerneville and one in Forestville. The
Guerneville properties are Dawn Ranch,
boon hotel + spa, Mine + Farm, glamp-
ing site AutoCamp, Stavrand Hotel Rus-
sian River Valley; and The Farmhouse
Inn in Forestville.
Emily Glick, owner of the Stavrand
and a relative newcomer to the Rus-
sian River Valley from San Francisco,
assembled the diverse group of hoteliers
earlier this year with the idea that by MINE + FARM
promoting themselves collectively A view of the lobby at Mine + Farm in Guerneville.
rather than individually, it could result
in shared media coverage — and less Russian River, then hotel demand will own property.” and Los Angeles.
individual financial burden on market- follow,” she said. “Maybe some of that The first order of business was to hire “They have experience working at all
ing efforts. hotel demand will go to Farmhouse Inn a public relations firm. After consid- levels — local, regional, national and
‘We have a common interest in and maybe some of it will come here ering seven agencies and interviewing even international,” Glick said. “And
promoting the area so, in my mind at (for example), but this supplements the four, the group hired Diamond Public
least, if we get more interest in the efforts that each hotel is doing for their Relations, which has offices in Miami See HOTELIERS page 12