Inside Former Viceroy CEO's New Project

Brad Korzen, the creator and former CEO of the Viceroy Hotel Group, is launching the new Proper Hotels brand along with partners Brian De Lowe and Alex Samek. 

The new brand, which will begin operating in late 2015, will open its first properties in what the company terms "emerging innovation districts" in cities that include San Francisco, Los Angeles, Austin and Brooklyn. Each property will be designed to reflect the city around it, including amenities provided by local business. 

“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 travelers 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 boutique hotel scheduled to open next winter in a newly-renovated historic building at the center of San Francisco’s booming Mid-Market neighborhood. It will have 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. The interiors will be designed by Kelly Wearstler Interior Designs. San Francisco Proper also will announce a series of local partnerships with brands, institutions and individuals in the Bay Area.

The Austin Proper will open in mid 2017.