LOS ANGELES—The newly formed Proper Hospitality has unveiled the launch of Proper Hotels, led by CEO Brad Korzen, the creator and former CEO of the Viceroy Hotel Group, along with his partners Brian De Lowe and Alex Samek.
Proper Hospitality will design, brand and operate bespoke hospitality experiences that bring a modern approach to a centuries-old tradition, according to the company. The firm will begin opening its eponymously-named Proper Hotels in late 2015, with the initial properties slated to open in several U.S. cities, including San Francisco, Los Angeles, Austin, TX, and Brooklyn, NY.
“Back in the late 19th and early 20th century, every great city had a grand hotel. These hotels were as much a part of the city’s identity as its monuments and museums,” stated Korzen. “They were destinations for travelers and gathering places for locals. They were where things happened. Although times have changed, we love what these old world institutions stood for and we think it’s a great time to expand on their legacy.”
The first Proper Hotel will be San Francisco Proper, a 135-room boutique hotel scheduled to open next winter in a newly renovated historic building at the center of San Francisco’s booming Mid-Market neighborhood.