A new resort concept combining day-use amenities and glamping accommodations has opened in Guerneville, California, offering a seasonal hospitality model that integrates environmental resilience with curated guest experiences.
The River Electric, launched by the team behind Shelter Co., officially opened in early June and will operate through October each year due to its location on a known floodplain along the Russian River.
The 7-acre site, formerly an abandoned amusement park, was purchased in 2018. The redevelopment took seven years, influenced by both COVID-related delays and complex environmental constraints.
The site can flood at least twice annually, requiring all infrastructure to be designed for mobility or flood resistance. The team implemented removable components, including a trailer-based kitchen and canvas glamping tents, to ensure operational flexibility in a changing climate.
Maggie Wilson and Kelsey Sheofsky, two members of the leadership team and co-founders of The Get Out outdoor gear brand, said creating a semi-permanent version of Shelter Co.’s pop-up event spaces was always the goal.
“Making sure Russian River residents felt welcome at The River Electric was one of the priorities,” they said, referencing the resort’s Tuesday “local’s day,” which offers discounted $5 access to nearby ZIP code residents.
Amenities include a family-friendly circular pool, an adults-only pool, cabanas, and a Pool Bar serving food and beverages crafted on-site from a mobile kitchen.
Menu highlights range from seasonal salads and loaded fries to vegan gyros and a hot dog that can be ordered with caviar. The bar offers wine, beer, and specialty cocktails like the Green Mary and the On The Fence mocktail.
A canned white wine collaboration with Ruth Lewandowski is available, and a new tasting room from the winemaker is expected to open in Forestville on August 1.
Accommodations consist of glamping tents with luxury bedding, electricity, and access to a centrally located bathhouse.
The setup is designed to appeal to guests seeking a hybrid camping experience, while day passes cater to those staying off-site. Tent-free options are located nearby, including the Stavrand Hotel and Guerneville’s downtown district across a footbridge.
The River Electric is also positioning itself as an event venue, with rentable spaces including the adult pool, a redwood grove ceremony site, and a large tent for private gatherings.
According to an article published by 7×7, the resort recently hosted an outdoor dinner featuring Lee Derosiers, known for his New York pop-up “Hell Chicken.” The team is exploring additional public culinary events with local chefs who do not operate brick-and-mortar restaurants.
While the resort offers traditional resort services during the day, its approach—temporary, flexible, and environmentally adaptive—reflects a growing trend in the outdoor hospitality industry.
As seasonal operations like The River Electric become more common in outdoor hospitality, weather remains a key variable influencing guest attendance and satisfaction.
According to the August 2024 MC Hospitality Highlights report, six in ten campers adjusted their travel plans due to weather over the past year, with one in five canceling or delaying trips altogether.
The River Electric’s ability to function seasonally while still offering full-scale amenities suggests that adaptive hospitality models may be viable for similarly vulnerable or off-grid locations.