At Farmhouse Inn, It’s Personal

I recently had the pleasure of chatting with co-owner and proprietor of Farmhouse Inn, Joe Bartolomei. Joe tells me all about what makes his celebrated Farmhouse Inn tick, the unprecedented year they have faced, and how they have managed to separate themselves from the growing competition in Napa Valley.

Please keep in mind that the goal of these conversations is storytelling. I am not a professional writer, and I do not aim to be. I am just sharing interesting stories with you the best way I know how.

You may have heard of Farmhouse Inn. You may already know that Travel & Leisure ranked Farmhouse Inn as the fifth best hotel in North America on their recent Gold List. And you may already know that their signature restaurant has been awarded a Michelin Star for thirteen years in a row. But do you know the duo behind the curtain?

Catherine and Joe Bartolomei are the sibling masterminds behind Farmhouse Inn, and what an experience they have created. Talking to Joe was so refreshing. In this industry, I so often hear hoteliers tell me what they are bringing to the area- or that they are adding something new that’s missing.

When asked how Farmhouse Inn got started, Joe reminded me that he’s a fifth-generation resident of Sonoma County. “We wanted to create a global perspective of Sonoma County. We had a much bigger view on how we wanted guests to interact with Sonoma as a whole”, says Joe.

Joe and Catherine built Farmhouse Inn not to add a new dimension to Sonoma, but to celebrate what was already there.

“We have always been advocates for Sonoma”, says Joe. And after stumbling upon a rundown bed & breakfast, Farmhouse Inn was born. At the time, Tuscan-inspired hotels were the big fad in Napa Valley hotel design. You know the type-- faux-finished walls, grape vine accents and jars of corks donning every corner. But the pair had something different in mind. “Farmhouse style didn’t exist when we got started 19 years ago”, “but our great grandparents farmed here and we’re a family of farmers, we wanted to embrace the agriculture.”

And embrace they did—“every bit of our property is an extension of our family”, says Joe. There is a mural commissioned around the main dining room of the restaurant, which depicts painted versions of old family photographs that line the hallways. And the prize of Farmhouse Inn- their Michelin star awarded restaurant (13 years in row!)- was inspired from weekends at their grandparent’s kitchen table, with 30 relatives around. “We were fortunate to partner with the amazingly talented Steve Litke”, says Joe. “We have always kept our food super simple and super clean. We are passionate about sourcing products and we source most of our ingredients from Sonoma County. I have known some of the farmers here for years. I’ve carpooled with them as a kid.” “Our goal was always fresh, delicious, not over-manipulated food”, he adds. “And 19 years later, we still have a phenomenal restaurant.”

Maybe that’s truly what sets Farmhouse Inn apart. In a world of digital check-ins & text-to-talk, Farmhouse Inn remains steadfast in their commitment to community & hospitality. It comes through in everything they do. I imagine that arriving to Farmhouse Inn is much like its history- an extension of family. “The local community has celebrated what we’ve achieved. I work on property every day, and I always try to make an appearance at our nightly wine hour. I always aim for meaningful conversations with our guests.” “What we do here comes from the heart. If it’s fabricated, it’s hard to replicate day after day- but if it comes from the heart, it’s natural.”

I asked Joe if there’s a passion project that he’s particular fond of on property. He said their Artisan Partner Program is personal for him. “We’ve partnered with local wineries to offer our guests VIP tastings, totally complimentary.” “Guests get to taste the wines for free, but they also have an immersive experience. They end up falling in love with our partners. It’s truly an extension of our hospitality off property. It’s a big extended family here.”

Joe and Catherine’s Sonoma roots give them the unremarkable ability to make anyone feel like a local—a service that’s uniquely valuable in a destination filled with tourists. Joe calls it matchmaking. “Luxury to Farmhouse Inn is access to unique experiences and interesting people.” “Being in wine country, a lot of what we are doing is matchmaking.” “Our best guests are not the ones obsessed with bling or marble-clad bathrooms, they are seeking exclusive access and meaningful conversation,” says Joe, adding that “luxury is a relationship.”

“Luxury to Farmhouse Inn is access to unique experiences and interesting people”

Farmhouse Inn is proactive about reaching out to every guest before arrival. “We’re always honest with our guests”, says Joe. Honesty in wine country is also like matchmaking. It means telling a guest that the winery they have envisioned visiting may not be all that snazzy after all- and that a lesser known spot may be what will impress. Joe added that when guests allow them to collaborate on an itinerary, they are almost always the guests that enjoy their experience the most. “We aim to curate experiences for guests individually, with memorable and special meetings.”  

To say 2020 has been pretty damaging to hoteliers is an understatement. Add unprecedented California wildfires to the mix, and it seems like Farmhouse Inn would be feeling pretty low about what’s next. But there’s a lot to look forward to, according to Joe.

“Many fires tore through California in August. At one point we had up to 300 fires burning. The Glass fire that impacted Napa Valley is pretty far away.” That perception can be difficult for a hotelier like Joe. “We did lose two hotels and we lost three wineries. But there are over 1,000 wineries between Napa and Sonoma. To say that the whole area is affected is like comparing it to one restaurant in New York City closing.”

Added to the struggle of COVID, the negative perception of the wildfires can turn away guests. Farmhouse Inn is ready to welcome visitors, says Joe, with some innovative new features as well. While the hotel has been dramatically impacted by COVID, it’s adapted. “Farmhouse works well for the world we’re in today”, says Joe. “We’re spread out, we embrace an indoor- outdoor lifestyle. We are focused on the safety of our guests and we’ve managed it well.”

So what is next?

“We are focusing on engaging our guests. Since our spa cannot operate, we’re re-envisioning wellness on property. We’ve added hikes and yoga and are allowing the spa to become more integrated”, says Joe. “We’ve been mindful of our COVID changes. We don’t want to lose who we are in the process of creating a safe environment for guests. We’re taking care of what we need to, and people are starting to rediscover their love of travel.”

“Some hotels feel anonymous. Our hotel is full of personality. Nothing at Farmhouse Inn is created in a boardroom.”

Farmhouse Inn is located in the heart of Sonoma Valley and has 25 guest rooms. All guests of Ragan Stone Travel receive daily breakfast for two, $100 spa services credit, and a hand-curated tasting itinerary with all tasting fees waived. Farmhouse Inn is offering a fourth night free for travelers now through the end of December 2020.

 Special thank you to Joe Bartolomei.
All photos courtesy Joe Bartolomei and Farmhouse Inn.