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Led by former Viceroy Hotel Group CEO and creator Brad Korzen, Proper Hospitality is set to launch Proper Hotels later this year, beginning with a property in San Francisco’s fast-changing Mid-Market neighborhood.
The company has plans to open locations in emerging innovation districts in other cities as well, including Austin, Texas; Los Angeles; and Brooklyn, New York.
Each site will bear the influence of local leaders and culture, from the on-site food and beverage options to the tech amenities.
The 135-room San Francisco Proper, for example, will feature three chef-driven restaurants on the ground floor and interior designs inspired by Market Street’s historic Flatiron Building, as seen through the eyes of California-based designer Kelly Wearstler. Other collaborations with Bay Area creators will be announced shortly.
“Iconic design, impeccable service and thoughtful details are the things that once made hotels special,” said 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 a 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 delivering culturally relevant and enriching experiences without sacrificing service or the occasional pampering.”