Proper Hospitality Unveils Plans for Second Hotel Brand

LOS ANGELES—Proper Hospitality has announced plans for its second hotel brand, Avalon Hotels, as it assumes management of the Avalon Hotel Beverly Hills and the Viceroy Palm Springs this month.

The recently-formed hospitality company, which launched its Proper Hotels brand last month, began managing the Avalon Hotel Beverly Hills on March 4 and will re-launch the Palm Springs hotel as the Avalon Hotel Palm Springs on April 7. During the transition and throughout the next year, Proper Hospitality will announce a series of new initiatives and upgrades at both locations, setting the stage for the future expansion of the Avalon Hotels brand.

“These hotels hold a special place in my heart, as well as a unique place in the market. They are truly hidden gems with great histories and promising futures,” said Proper Hospitality co-founder and CEO Brad Korzen. “The Avalon Brand is as strong as it was when we created it 16 years ago, and now it’s time to explore its full potential.”
Proper Hospitality will collaborate with Kelly Wearstler Interior Design, the firm originally responsible for both properties’ award-winning designs, to revamp the bedrooms, common areas, and food and beverage outlets. Also in the works is a fresh food and beverage partnership at the Avalon Hotel Palm Springs, and an all-new menu and dining experience from Oliverio Executive Chef Mirko Paderno at Avalon Hotel Beverly Hills. The company will also be partnering with American Medicinal Arts, a collective dedicated to holistic and innovative healing, to reinvigorate The Estrella Spa at the Avalon Hotel Palm Springs as part of its ongoing focus on cutting-edge health and wellness programming.

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“We are thrilled to bring the Avalon Hotel Beverly Hills and Avalon Hotel Palm Springs into the Proper family,” added Proper Hospitality co-founder and President Brian De Lowe. “These hotels are the perfect complement to our forthcoming Proper Hotels—in Southern California and beyond.”

First established in the 1930s, the soon-to-be Avalon Hotel Palm Springs, formerly called the Estrella Inn, was fully renovated by The Kor Group and renamed Viceroy Palm Springs over a decade ago. The boutique hotel offers 67 guestrooms including 13 historic one- and two-bedroom villas, three pools, a restaurant, event venue and the Estrella Spa – all nestled amongst four acres of grounds with views of the San Jacinto Mountains.

The Avalon Hotel Beverly Hills, tucked away in a secluded residential neighborhood adjacent to Los Angeles’ most famous restaurants, shopping and cultural attractions, was originally built in 1949. Once a home-away-from-home for mid-century celebrities like Marilyn Monroe, Mae West, Lucille Ball, and Desi Arnaz, the hotel was given a second life and its current name when it was revamped by The Kor Group and Kelly Wearstler Interior Design in 1999. Today, the property offers 84 guestrooms and suites, many with kitchenettes or private patios, a full-service wellness studio, an hourglass pool and patio with outdoor dining, and the chef-driven Oliverio restaurant and bar.