Through the Lens of BeautifulPlaces Co-Founder Liza Graves

Haute Living San Francisco talked to Liza Graves about the company she and her husband founded in Sonoma more than 20 years ago. BeautifulPlaces is both a hospitality pioneer and a leader in luxury rental management, discreetly connecting affluent guests and private home owners of exceptional villas in Northern California Wine Country. For out-of-town guests, insider access throughout Napa and Sonoma makes the experience even more special.

A private luxury villa rental is not just where you stay, it is where you connect to the local area and to friends and family.

Liza Graves, Co-Founder, BeautifulPlaces

HL: What makes your BeautifulPlaces Napa and Sonoma collection so special?


LG: Every home has that elusive je ne sais quoi—the kind of magic that makes you instantly feel at home. Our portfolio spans dramatic hilltop estates, charming in-town cottages within walking distance of top restaurants, and vineyard farmhouses with culinary gardens. Each property offers privacy, seamless indoor-outdoor living, and an authentic Wine Country spirit. We inspect homes often and remain available 24/7, ensuring our guests’ stays are effortless and exceptional.


HL: Why book a villa instead of a hotel?

LG: Because a private home isn’t just where you stay, it’s where you connect. Villas are perfect for families, friends, small corporate groups, and extended stays. Guests tell us their most treasured memories come from shared meals, fireside talks, and simply being together. Our homes often have gourmet kitchens and gardens for cooking with fresh local ingredients, or we’ll bring in a private chef. Others transform their stay into a private resort—villa yoga, spa treatments, sommelier-led tastings, even a food truck night under the stars.


HL: How do you match guests with the perfect property?

LG: At BeautifulPlaces, we are matchmakers. We learn each guest’s style and preferences, modern or traditional, rural or in-town, family-focused or ultra-private, and their past travel experiences and the activities they want to enjoy. This helps propose a match that makes the difference between a great stay and an unforgettable one with lasting memories.


HL: Describe 72 hours at one of your most exclusive properties.

LG: Pritchard Hill Estate is Napa’s crown jewel. It is a one-of-a-kind retreat with seven bedrooms spread across four buildings, with architecture by Howard Backen and interiors reimagined in 2024 by the RH design team.

A perfect 72 hours there might include:

  • A chef-prepared garden-to-table dinner with coveted Pritchard Hill wine pairings
  • Nightcaps by the outdoor fireplace under the stars
  • Private tastings at cult wineries like Ovid, next door
  • Alfresco lunches by the pool with sweeping valley views
  • In-villa spa treatments
  • Exotic car (and tasting) tours through Napa Valley
  • A wood-fired pizza-making class
  • And, of course, a table at The French Laundry

HL: Are privacy and personalization lasting trends?


LG: Absolutely—guests want space to create their own rhythm. Multigenerational and group travel are booming, and the desire for privacy, personalization, and immersion isn’t going away. Hotels will always have their place, but villas deliver a level of intimacy and connection that’s hard to match.


HL: Liza, what’s next for BeautifulPlaces?


LG: We’re growing where our guests want to go next. That means expanding in California Wine Country, adding other West Coast destinations, and increasing our Caribbean portfolio in 2026. The appetite for authentic, private luxury has never been stronger. 

To learn more about this portfolio of signature villa properties and curated experiences in California Wine Country and beyond, visit BeautifulPlaces.