Led by the co-founders Brad Korzen, Brian De Lowe, Alex Samek and newly appointed president and COO Arash Azarbarzin, Proper Hospitality designs, brands, and operates high-end lifestyle hospitality experiences under the Proper, Avalon and Custom brands. Each is a distinctive reflection of the vibrant community surrounding it, yet as a group they share a common belief in uncommon luxury, convenience of location, and world-class amenities provided by locally vetted innovators in food and beverage, technology, art, music, fashion, and wellness. Proper Hospitality currently manages Avalon branded hotels in Beverly Hills and Palm Springs as well as the Custom Hotel in Playa Vista. The Company began rolling out the Proper brand with the opening of Hollywood Proper Residences in June 2016 and San Francisco Proper Hotel in September 2017. Over the next few years, additional Proper Hotels and Residences are slated to open in other emerging urban innovation districts within dynamic U.S. cities, including Downtown Los Angeles, Austin and Santa Monica.