Viceroy Hotel Group creator and former CEO Brad Korzen has launched a new brand in the form of Proper Hotels.
Working alongside business partners Brian De Lowe and Alex Samek, the first Proper hotels property is set to open this year in San Francisco.
“Back in the late 19th and early 20th century, every great city had a grand hotel,” asserted Korzen.
“These hotels were as much a part of the city’s identity as its monuments and museums…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.”
The first Proper Hotel will be San Francisco Proper, a 135-room property in a newly-renovated historic building in the centre of San Francisco’s mid-market neighbourhood.