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LIVE PROPER. STAY PROPER.

Iconic Design. Impeccable Service. Thoughtful Details. These are the things that once made the golden age of hospitality special. Our mission is to bring that specialness back through our version of ‘proper hospitality’ that specifically caters to today’s well-heeled creative class. Sometimes, we update long-lost traditions. Other times, we take current ones and turn them completely on their heads. But we always strive to deliver local, culturally relevant and enriching experiences, without sacrificing service or the occasional pampering. We plan on spreading the word far and wide as we design, build and operate hotels, resorts and residences that serve as vibrant hubs for both travelers and our local communities.

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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

Expressing a life well-lived through a west coast L.A. lens, Proper Hospitality designs, brands, and operates high-end hospitality experiences under the Proper Hotels and Residences and Avalon Hotels brands. The Los Angeles-based company is led by Brad Korzen, Brian De Lowe and Alex Samek–creators of the Viceroy Hotel Group. Each property offers a welcoming, worldly experience with a natural touch, convenience of location, and world-class amenities provided by handpicked innovators in food and beverage, technology, art, music, fashion, and wellness. With San Francisco and Hollywood now open, three new Proper hotels will join the collection by early 2019 in Downtown L.A., Austin, and Santa Monica.

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RESERVE
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 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 the music and the art. From every detail, every interaction, every moment. This is only Proper. And no one else.

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