Proper Hospitality to manage and rebrand Viceroy Palm Springs

US: The Viceroy Palm Springs is to be rebranded as an Avalon Hotel.

US: The Viceroy Palm Springs is to be rebranded as an Avalon Hotel.

Proper Hospitality, which also recently took over the management management of the Avalon Hotel Beverly Hills, will begin management of the Viceroy property on April 7.

The Palm Springs boutique hotel features 67 guest rooms, including 13 one- and two-bedroom villas, three pools, a restaurant, event venue and the Estrella Spa. It is set in four acres of grounds with views of the San Jacinto Mountains.

Proper Hospitality co-founder and chief executive Brad Korzen, said: “These hotels hold a special place in my heart, as well as a unique place in the market. They are truly hidden gems with great histories and promising futures. The Avalon Brand is as strong as it was when we created it 16 years ago, and now it’s time to explore its full potential.”

Proper Hospitality will collaborate with Kelly Wearstler Interior Design to refurbish the  guest rooms, common areas, and food and beverage outlets.

“We are thrilled to bring the Avalon Hotel Beverly Hills and Avalon Hotel Palm Springs into the Proper family,” said Brian De Lowe, Proper Hospitality co-founder and president. “These hotels are the perfect complement to our forthcoming Proper Hotels, in Southern California and beyond.”

In late 2015, Proper Hospitality will begin opening its Proper Hotels in San Francisco, Los Angeles, Austin, Texas and Brooklyn.

properhotel.com

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