LIVE PROPER. STAY PROPER.

We deliver culturally relevant and enriching experiences through iconic design, impeccable service, overthought details and occasional pampering. While our take on this looser type of luxury is filtered through a West Coast lens, we’ll be debuting Proper hotels, resorts and residences in vibrant neighborhoods across the country, aiming to serve as spirited hubs for travelers and locals alike.

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San Francisco Proper Hotel

"Passion is what pushes us to find, create, and operate one-of-a-kind properties that we, ourselves, as experienced travelers, want to experience and enjoy with our friends and family."

– BRIAN DE LOWE, PRESIDENT & CO-FOUNDER PROPER HOSPITALITY

The Proper Way

Proper began as a feeling, not as an idea. The feeling was something akin to empathy; an acute awareness that despite the current proliferation of “boutique” and “lifestyle” hotels and residences, there were precious few properties designed for and around today’s global creative nomad. Our hotels and residences share a common belief in uncommon luxury, convenience of location and world-class amenities. Anything less just wouldn’t be proper.

"We are obsessed with delivering top-notch service, memorable design and world-class culinary and entertainment experiences to creative and culturally vibrant cities."

– BRIAN DE LOWE, PRESIDENT & CO-FOUNDER PROPER HOSPITALITY

Proper Hospitality

Proper Hospitality designs, operates and brands high-end hospitality experiences under the Proper Hotels and Residences and Avalon Hotels brands. The Los Angeles-based company, led by Viceroy Hotel Group founders Brad Korzen, Brian De Lowe and Alex Samek, debuted the first Proper Hotel in San Francisco in 2017, with Santa Monica, Austin and Downtown Los Angeles properties slated for 2019.

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What is Proper?

Proper began as a feeling, not as an idea. The feeling was something akin to empathy; an acute awareness that despite the current proliferation of “boutique” and “lifestyle” hotels and residences, there were precious few properties designed for and around today’s global creative nomad. Many in our milieu share the same daunting challenge: staying fresh and focused, energized and inspired—all whilst bouncing between London and Hollywood and Austin and San Francisco and Portland and back again. For them, intuitive service is a given. Mere table stakes. What they need and seek beyond accommodation, even at its most luxurious, is an inspiration. From the elevated and often surprising interiors imagined by Kelly Wearstler. From the sense of immersion in, and connection to, the vibrancy of the local culture. From the highly curated amenities. From the inspired collaborations with the city’s best and most innovative chefs and mixologists. From music and art. From every detail, every interaction, every moment. This is only Proper. And no one else.

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