RESERVE

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.

Proper Hospitality

We currently manage Avalon branded hotels in Beverly Hills and Palm Springs and began rolling out the Proper brand with the opening of Hollywood Proper Residences in June 2016. Over the next few years, additional Proper Hotels and Residences are slated to open in other emerging urban innovation districts within dynamic U.S. cities, including San Francisco, Los Angeles, and Austin.

We offer a looser kind of luxury and intriguing site-specific design set in unpretentious but sophisticated boutique environments.

Proper People

A Proper person lives for what they do and, because of it, they are damn good at it. As our company grows, we will continue to attract other passionate people that, like us, live simply, explore often, consume mindfully, love passionately and give fully. Whether they are seasoned veterans or clocking in for the first time, their dedication to Proper living is unmistakable when they step foot into a Proper Hotel or Residence. They are personable and engaging, knowledgeable and confident. They solve problems with inventive solutions. They naturally have fun and so do those around them. They are professional and presentable, but it’s less about the look and more about the outlook. For them, there’s a right way to do things, and anything less just wouldn’t be Proper.

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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