California Cabin
The woods are calling
One of my favorite parts of designing boutique retreats is the brand strategy. Maybe it’s because it gives me an excuse to rope my husband Scott into my work. He’s the go-to brand and content guy for major organizations, and he helps me for free.
Our latest project we collaborated on is plans for an upscale retreat in Anderson Valley California. The property is a stones throw away from a state forest with stands of virgin Redwoods. There’s something about 300 foot tall trees that feels grounding and like you could soar at the same time.
Here’s a peak into the marketing research for the retreat.
Brand Name:
Painted Lady, named in honor of the painted lady, V. cardui, a species of butterfly that thrives on almost every continent, with migration patterns even more prolific than the monarch’s.
Trends and Brands We’re Watching:
Fractional Living & Seasonal Communities (Pacaso, Boundless Life) (Billion+, early stage, fast growth)
Regenerative Hospitality (Habitas, Eyrie, Kind Traveler) (Trillions in hospitality; regenerative is high-growth subset)
Luxury Glamping & Airstream Culture (AutoCamp, Nomadicana) ($3–10B by 2033)
Wellness & Creative Retreat Economy ($250B–$2T+ across tourism and wellness)
Target Audiences:
Soulful professionals experiencing burnout and in need of quiet luxury and wellness options
Families looking for more of a village experience and seasonal education alternatives
Conscious investors with an interest in climate-adaptive and regenerative living
Elders who want to share their lived experience and be part of a vibrant community
Creative nomads and remote workers who want to live in nature
Client Persona:
Our client persona reflects traits of the Painted Lady (V. cardui). V is worldly, going on long journeys in search of sunny, brightly lit, open environments that are full of flowers and clovers. She has an internal solar compass that guides her on her seasonal travels. She’s a hard worker, but always with a goal to serve the ecosystems she touches. Mostly, she is in search of the sweet nectar of life.
Design Mood:
The design for Painted Lady is upscale yet cozy, nostalgic, and a tad campy.
I worked at a summer camp in Maine one year in college. I think if the camp had looked more like what we’re designing, I would have returned for a few more summers. But also there was that damn morning bugle.