Industry Update
Press Release22 January 2015

Proper Hospitality Launches New Hotel Brand, Proper Hotels; First Proper Hotel to Open in San Francisco Late 2015

Proper Hospitality will design, brand and operate bespoke hospitality experiences that bring a modern approach to a centuries-old tradition

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Proper Hospitality

The newly formed Proper Hospitality today announced 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. The company will begin opening its eponymously-named Proper Hotels in late 2015, with the initial properties slated to open in emerging urban innovation districts within the most exciting U.S. cities, including San Francisco, Los Angeles, Austin and Brooklyn. Each Proper Hotel will be a unique reflection of the vibrant community around it, but will share the same excellence in service, convenience of location, and world-class amenities provided by its local networks of co-conspirators – innovators in food, beverage, technology, art, music, fashion and wellness.


"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," said 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. It will feature three chef-driven restaurants on the ground floor, as well as a restaurant and bar on the rooftop with panoramic views of the San Francisco skyline. The interiors, which honor the distinct character of the historic flat-iron building and the surrounding area, will be designed by Kelly Wearstler Interior Designs. San Francisco Proper also will announce a series of local partnerships including creative collaborations with some of the most interesting brands, institutions and individuals in the Bay Area.

"Iconic design. Impeccable service. Thoughtful details. These are the things that once made hotels special," added Brian De Lowe, President and Co-Founder of Proper Hospitality. "We want to bring that specialness back through a new brand of 'proper hospitality' that specifically caters to our generation of well-heeled travelers. Sometimes, we will update long-lost traditions. Other times, we will take current ones and turn them completely on their heads. But our main focus is on delivering culturally relevant and enriching experiences, without sacrificing service or the occasional pampering."

Visit for more information about Proper Hotels and the hotels currently under development, including San Francisco Proper (opening late 2015) and Austin Proper (opening mid 2017).

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Proper Hotels

We began with a basic premise: that every city needs a proper place to stay. Our hotels and residences offer bold explorations of uncommon luxury layered with west-coast design, wellness, service, and culture.
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