Proper Hotels brand to launch in San Francisco in late 2015

US: Proper Hospitality has announced the launch of its Proper Hotels brand.

US: Proper Hospitality has announced the launch of its Proper Hotels brand.

Led by CEO Brad Korzen, the creator and former CEO of the Viceroy Hotel Group, with 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, in US 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,” says the company.

The first Proper Hotel will be San Francisco Proper, a 135-room boutique hotel scheduled to open in a newly-renovated historic building in San Francisco’s Mid-Market neighbourhood. 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.

Austin proper will be the second opening, in mid 2017.

“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 travellers 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.”

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