A new outdoor hospitality venture is set to open in Sonoma County’s Russian River Valley on May 23.
The River Electric, a 12-acre resort near the town of Guerneville, will feature 40 furnished tents, a swim club with two pools, and event spaces, aiming to blend outdoor recreation with modern amenities.
Founded by Kelsey and Mike Sheofsky, the duo behind Shelter Co., a luxury tent rental and event production company, the resort was developed with a focus on fostering community and nature-based experiences.
“The Russian River area has always held a special place in our hearts both for the natural beauty and the amazing local community,” said Kelsey Sheofsky in a statement to Travel + Leisure.
“When we found the property that would become The River Electric, our main goal was to design a space for gathering in nature and creating a community-focused outdoor destination.”
Accommodations at the resort include furnished tents outfitted with electricity and Wi-Fi. A central bathhouse provides private and family-sized stalls and is stocked with river-safe bath products made by California-based brand Heliotrope.
The resort also offers access to two swimming pools open to overnight guests, day visitors, and seasonal members. Daily swim passes are priced at $32 and include the use of a lawn chair, with upgrades like chaise lounges and cabanas available for rent.
Dining options are available at the resort’s Pool Bar, which serves seasonal California cuisine.
The menu includes items such as local cod ceviche and vegan Caesar salad, as well as snacks like housemade chips and herb dip. A children’s menu features classic desserts, including soft serve and root beer floats.
The resort has also partnered with Ruth Lewandowski Wines, a Healdsburg-based winery, to create custom blends exclusive to the property.
With its combination of glamping accommodations and resort-style amenities, The River Electric may present a model for operators looking to diversify revenue streams through day-use offerings, family-oriented services, and regional food and beverage partnerships.
For business owners in the outdoor hospitality industry, the integration of a swim club, curated dining experiences, and branded wine collaboration highlights evolving consumer expectations and opportunities for experiential enhancements.
“Whether you’re here for a weekend under the redwoods, a pool day with friends, or a milestone celebration,” Sheofsky added, “it’s all about slowing down, chilling out, and soaking up some California sunshine.”