This Healdsburg Farm-and-Inn Is Opening a Second Property, With a Very Different Accent

SingleThread, the farm, restaurant and small inn that has anchored the top of Sonoma County dining for close to a decade, is expanding in two directions at once. The Selvedge, an 11-room British-inspired inn, is coming to Healdsburg. And SoNoMa by SingleThread has already opened inside Capella Kyoto, a Northern California restaurant rebuilt through a Japanese lens rather than transplanted intact.

Co-owner Tony Greenberg, who runs Vertice Hospitality, draws a line between growing and scaling. Scaling means replicating a formula. Growing, in his framing, means moving people who have absorbed the operation from the inside: opening teams train in California, and leaders spend extended stretches in Healdsburg before running anything elsewhere.

The economics behind it

The expansion also widens SingleThread's price range, which currently starts around $1,000 a night and runs up to a 2,000-square-foot suite. The Selvedge will bundle its rates rather than itemizing them, removing the small transactions that interrupt a stay.

There is a labor argument underneath the hospitality one. Kitchens and inns at this level train ambitious people who eventually have nowhere to go without leaving. New properties give them somewhere to go without leaving, which is a retention strategy dressed as growth.

The approach cuts against the direction of most luxury hospitality right now, where established names are pushed into new cities and formats until the distinctive parts flatten into design cues. Healdsburg has watched this play out up close, with Montage Healdsburg and Capella among the branded operators moving into small California wine towns. Whether SingleThread's version still reads as translation rather than copy is a question that resolves in about ten years.