2 -min. read

ICYMI: Proper Hospitality Group debuted at the start of 2015 as a new luxury boutique hotel company from the former founders of Viceroy Hotel Group. Right out the gate, the Los Angeles-based company announced it would have a flagship brand, Proper Hotels, with locations in San Francisco, Austin, and Hollywood. Not to mention, one of the greatest hotel logos ever. (In our humble opinion, that is.)


Shortly after that big news drop, Proper Hospitality announced that it was taking the Viceroy Palm Springs and the Avalon Hotel in Beverly Hills and creating a second brand, to be called Avalon Hotels. Then, this past July, a location for downtown Los Angeles (affectionately called DTLA) was announced as the fourth Proper Hotel location.

And now, we can clue you in on the fifth Proper Hotel location–Santa Monica, not too far from the Viceroy Santa Monica, which was arguably one of the hottest boutique hotels in the mid-aughts. While Proper has yet to make an official announcement about the hotel, which will reportedly be on Wilshire and 7th, we can attest that this 5th location is a well-known secret amongst West Coast hospitality folk. Indeed, Proper themselves said last January they hoped to open in “creatively rich” cities such as Santa Monica.

So while we have to wait a little bit longer for more details on the new property along with the proper opening of Proper San Francisco (expected to come later this year), there is something new to look forward to right now–the Avalon Hotel in Beverly Hills recently unveiled a swish new look for its 84 guest rooms and a brand new restaurant concept, Viviane from Chef Michael Hung, who left the downtown darling, Faith & Flower, to open at Avalon. Room rates at the midcentury modern hotel on Olympic Boulevard start at around $250 a night.

[Photo: Proper Hotels]


Juliana Shallcross
A self-confessed hotel addict, Juliana Shallcross has been reporting on hotels around the world for more than a decade. She was previously the managing editor HotelChatter.com. A good portion of her job involves sleeping in new hotels, obsessing over technology and keeping tabs on the ever-changing hospitality landscape. She's based in Los Angeles.

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