Mark Harmon’s career reflects a multigenerational involvement in hospitality investment and development, shaped by early exposure to destination-focused projects and long-term site selection.
His family history in the sector dates to the late 1980s, when his father Bob Harmon opened Auberge du Soleil in Napa Valley, CA. The timing coincided with Napa Valley’s growing international recognition following the 1976 Judgment of Paris tasting, which elevated the region’s profile among wine producers and travelers.
In 1998, Bob Harmon and Mark Harmon co-founded Auberge Resorts. The company grew into an international portfolio of luxury hotels, resorts, residences and private clubs.
Under Mark Harmon’s leadership, Auberge expanded beyond the U.S. into markets including Mexico, Costa Rica and Fiji.
The portfolio came to include properties such as Auberge du Soleil in Napa Valley, Hotel Jerome in Aspen, Esperanza and Chileno Bay in Los Cabos and Solage in Napa Valley.
Auberge positioned itself apart from large hotel chains by developing properties intended to reflect their specific locations and cultures.
Each project was conceived individually, with an emphasis on design, architecture and service tailored to its setting.
The company focused on relatively small and intimate properties, an approach that shaped guest experience and brand identity. This strategy contributed to strong guest affinity across the portfolio.
Current Project: Waldorf Astoria Texas Hill Country
His current project is the Waldorf Astoria Texas Hill Country in Fredericksburg, TX.
The development is being led by Wine Country Hospitality Partners, which includes Harmon, Robert Radovan and Tim Sparapani, in partnership with Hilton.
Fredericksburg is located within Texas Hill Country and is positioned as a starting point for visitors to wineries in the region.
Harmon first visited the area approximately three decades ago while working with Auberge.