With the rise of so-called urban “innovation districts” rearranging so many downtown cores so quickly, there’s been a lack of hotel product to keep pace that aligns with the startup and creative professional crowds swarming to them.
Launching today, Proper Hotels is a new lifestyle hospitality brand that will attempt to bridge the luxury mindset of a brand like Viceroy Hotels with the quixotic underground spirit of ones like Ace Hotel or 21c Hotels. Opening first in San Francisco’s Mid-Market neighborhood at the end of 2015, Proper is the brainchild of CEO Brad Korzen, the founder and former CEO of Viceroy Hotels.