Healdsburg, CA – The Ruse, a former bed-and-breakfast in Healdsburg, is seeking a conditional use permit to operate as a 13-bed substance abuse treatment facility. This proposal targets an "elite clientele" and offers a "non-12-step, holistic program" at its 891 Grove Street location. The Healdsburg Planning Commission is scheduled to review the application.
Key Takeaways
- The Ruse, a former B&B, plans to convert into a 13-bed substance abuse treatment center.
- The facility will cater to "affluent male and female professionals" with a luxury, holistic program.
- Owners previously attempted to rebrand the property as a private recreation club, but those plans were rejected.
- The Healdsburg Planning Commission will consider the new permit application for the treatment center.
- Concerns have been raised by neighbors regarding the facility's luxury focus and the past legal issues of a general manager.
New Vision for The Ruse Property
The owners, including brothers Jonathan and Patrick Wilhelm, are behind the new plan. Their family is known for developing the luxury Mayacama Golf Club. This marks their latest effort to repurpose the property, which they purchased in 2020.
The Ruse Treatment, LLC, submitted the proposal to Healdsburg officials. It outlines a facility designed for "affluent male and female professionals." The aim is to provide a private, personalized recovery experience within a serene, resort-style setting.
Property Investment
The ownership group, including the Wilhelm brothers and Silicon Valley executive Craig Ramsey, bought the Honor Mansion (now The Ruse) for $5 million in 2020. They subsequently invested an additional $14 million in renovations, bringing the total investment to $19 million.
Previously, the owners sought to transform the bed-and-breakfast into a private recreation park and swim club. These earlier plans included amenities such as pickleball courts, bocce, a large putting green, and an outdoor pavilion with a bar serving alcohol. However, these plans faced opposition.
In September 2022, a Healdsburg official rejected the recreation club proposal. The official cited non-compliance with existing zoning laws. The owners appealed this decision to the Planning Commission, but their appeal was denied in a 6-0 vote.
Program Details and Client Focus
The proposed substance abuse treatment facility will offer a "non-12-step, holistic program." It aims to integrate evidence-based therapies with extensive one-on-one counseling. Clients can expect private suites and gourmet dining.
Key therapeutic approaches include cognitive behavioral therapy (CBT) and Eye Movement Desensitization and Reprocessing (EMDR). Holistic practices such as yoga, meditation, and acupuncture will also be available. The program is designed to provide comprehensive care.
Patrick Wilhelm stated, "Having placed his mother in several different facilities for addiction treatment, where some were more successful than others, I realize how great of an asset this will be for our Healdsburg community."
The facility plans to offer medically supervised detox services. It will also provide dual-diagnosis care for clients with co-occurring mental health conditions. Customized aftercare programs will be developed for each individual.
A unique offering mentioned in the proposal is "golf therapy." This program uses golf to promote mindfulness, stress relief, and peer connection. It blends physical activity with therapeutic reflection to support sobriety, according to the application.
Financial Aspects and Luxury Market
Patrick Wilhelm addressed questions about profitability. He stated, "Profit and loss is never a question on the beginning of a project, the WHY is the most important. The WHY is all we care about." This suggests a focus beyond immediate financial returns.
Keith Greenberg, general manager for The Ruse Treatment, informed city officials that the facility aims to be a high-end care destination. He compared it to luxury rehab centers like Cliffside Malibu and Seasons in Malibu. A 30-day program at such facilities can cost up to $80,000 or more for a private suite.
These luxury centers typically accept insurance. However, it remains unclear if The Ruse Treatment will accept insurance. Greenberg did not respond to inquiries regarding this specific detail.
Zoning and Regulations
Healdsburg Community Development Director Scott Duiven previously informed Wilhelm that while "private parks and recreational swim clubs" are allowed in residential areas, The Ruse's prior proposal was deemed a "private club, fraternal lodge and meeting hall," which is not permitted. The current application for a substance abuse treatment facility falls under different zoning considerations.
Community Concerns and Management Background
Some neighbors have expressed alarm regarding the proposed facility. Jasmin Pringle, a local resident who has been sober for nearly four years, questioned the "posh, non-12-step" approach. She emphasized the importance of humility in early recovery.
Pringle stated, "It’s so important in early recovery to abandon the entitlement we live in when we’re in our addiction. Early recovery is a humbling process that comes with doing the work that’s required, admitting our addiction and powerlessness over our disease." She added that the process is not about "being catered to."
Keith Greenberg's LinkedIn profile identifies him as CEO of Angels Light Addiction Specialists, formed in 2019. Public records show past legal issues involving Greenberg. In 2015, a federal judge in Florida held him in contempt of court.
This contempt order stemmed from his failure to comply with a 2002 judgment. That judgment, in favor of the Securities and Exchange Commission (SEC), amounted to $5,915,346. The court found Greenberg had violated securities laws by not disclosing a prior conviction to U.S. Diagnostics, a company he co-founded.
Court documents from 2010 indicated Greenberg had paid nothing on the judgment, despite living an "extravagant lifestyle." The SEC moved for contempt in 2013. The specific nature of the prior conviction is not clear from the documents.
Greenberg did not respond to detailed questions from The Press Democrat. However, he told the Pennsylvania New Castle News in August 2024 that the conviction was for a "non-violent mistake he made when he was 28," which has "followed him all of his life."
Permit Review Process
Regarding Greenberg's past, Healdsburg Development Director Scott Duiven explained that the city's review focuses on the application itself, not the applicant. A conditional use permit (CUP) runs with the land, meaning it would remain with the property even if the operator changes in the future.
The Planning Commission has several options at its upcoming meeting. They could approve the application outright. They might also approve it subject to certain conditions that The Ruse must meet. Alternatively, the hearing could be continued, or the application could be rejected completely.
Should the application be denied, The Ruse has the option to appeal the commission's decision to the Healdsburg City Council. Due to this potential for appeal, all five council members declined to comment on the matter. Council Member Ariel Kelley, who lives near The Ruse, stated she would recuse herself from any appeal to avoid a conflict of interest.
