Proper Hospitality

What Proper Hospitality does

Proper Hospitality designs, brands, and operates a portfolio of luxury lifestyle boutique hotels anchored by a Kelly Wearstler interior design signature, a wellness-integrated operating philosophy, and chef-driven food and beverage programs. Founded in 2014 and headquartered in Santa Monica, California as Proper Hospitality, LLC (Delaware-incorporated), the company currently operates four core Proper Hotels — Austin Proper (238 rooms), Downtown L.A. Proper (147 rooms), San Francisco Proper (131 rooms), and Santa Monica Proper (262 rooms) — plus The Shelborne by Proper in Miami Beach, with a development pipeline that includes Lake Tahoe Proper Resort & Casino (opening 2027, $298 million financed), Dallas Proper Hotel & Residences (opening 2029, 34-story tower), and Midtown Park Residences by Proper in Miami (2028 completion as part of a $2 billion mixed-use master plan). The company also operates The Collective, a curation of independent design-driven boutique properties (Avalon Hotels, Hotel June, The Culver Hotel, Ingleside Estate, Montauk Yacht Club) and runs a By Proper sub-brand extending the platform to new markets and creative collaborators.

The underlying operating model combines hotel accommodations with multiple revenue verticals per property: seed oil-free culinary programs across all kitchens (a claimed global first in luxury hospitality), Ayurvedic and recovery-focused wellness (Surya Spa at Santa Monica, Verbena Spa at Austin, Recovery Suites with cold plunges and red light therapy, Eight Sleep-equipped wellness rooms), Proper Club memberships, branded whole-ownership residences, and Proper Presents cultural programming. Distribution runs primarily through direct booking on properhotel.com with a Proper Insider loyalty program, complemented by the Marriott Bonvoy/Design Hotels partnership (access to 100M+ loyalty members) and OpenTable for F&B. The brand has earned consecutive Michelin Key Awards (2024-2025) across multiple properties, Forbes Travel Guide 4-Star recognition at Austin Proper (2022-2024, 2026), LEED Gold (Austin) and LEED Silver (Santa Monica) certifications, and inclusion on Travel + Leisure's World's Best Awards.

The revenue model is diversified across hotel room revenues, food and beverage operations (transactional), branded residential sales (one-time license), private club memberships and wellness services (subscription/recurring), and management fees and licensing through The Collective and By Proper. Customer segments include affluent luxury leisure travelers, corporate meeting and event planners, wedding and social event hosts, ultra-high-net-worth residential buyers, and wellness-focused consumers. The company is privately held and has scaled primarily through organic operations and project-level development financing rather than significant external equity capital, with its only disclosed exempt securities offering valued at $500,000 (of which $333,378 had been sold as of August 2024).

Name

Proper Hospitality

Legal name

Proper Hospitality, LLC

Website

https://properhotel.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Proper Hospitality designs, brands, and operates luxury lifestyle boutique hotels featuring Kelly Wearstler interiors, chef-driven dining, and integrated wellness programming, serving affluent leisure travelers, corporate event clients, and UHNW residential buyers across U.S. markets.

Ownership category

akta.pro rank

Product category

Boutique Hotels & Residences

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Design-Led Boutique Hotels (THAGADAA)

akta.pro secondary industries

Urban Luxury Hotels (City Luxury) (THAGACAE), Urban & Downtown Full-Service Hotels (THAGAAAA), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Luxury boutique hotels
• Wellness hospitality
• Branded residences
• Hotel management
• Lifestyle hospitality

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Hotel Room Revenues: Primary revenue from room bookings across four operating Proper Hotels (Austin, Downtown L.A., San Francisco, Santa Monica) plus The Shelborne by Proper. Rooms range from 131 to 262+ units per property. Average daily rates positioned at luxury price points, with seasonal pricing, special offers, and suite premium pricing. Marriott Bonvoy integration enables loyalty-driven bookings.
2. Food & Beverage Operations: Each Proper property features multiple chef-driven restaurants and bars open to both hotel guests and local communities. Austin has The Peacock, La Piscina, Goldie's, The Quill Room, Kappo Kappo, and Afternoon Tea. Downtown L.A. has Cabrillo, Cara Cara, and Dahlia. San Francisco has Charmaine's Rooftop and Villon. Santa Monica has Calabra Rooftop and Palma. Dining is a significant revenue stream and a key local-community engagement channel.
3. Branded Residential Sales: Proper Residences are whole-ownership homes integrated into hotel properties. Austin Proper Residences (99 units across top 20 floors), Dallas Proper Residences (~82 units, pre-sales beginning 2026), and Midtown Park Residences in Miami (part of $2 billion Midtown development). Residences generate upfront sales revenue plus ongoing service/membership fees and provide owners with access to hotel amenities and programming.
4. Private Club Memberships: Proper Club memberships at Santa Monica and Austin provide members with access to fitness, wellness, social lounges, pools, and dining, with full hotel benefits and cultural programming. Dallas Proper will feature a 6,000-square-foot Proper Club as part of the mixed-use development. Membership fees generate recurring revenue and deepen local community engagement.
5. Wellness Services & Programming: Revenue from spa treatments (Surya Spa at Santa Monica, Verbena Spa at Austin), recovery suites, fitness classes, wellness retreats, and Performance Stay packages. Wellness is a distinct revenue center and a key brand differentiator, particularly at Santa Monica where the wellness programming is most extensive.
6. Management Fees & Licensing: Proper Hospitality designs, brands, and operates hotel and residential experiences. The company manages The Collective—a curation of independent design-driven boutique hotels (Avalon Hotels, Hotel June, The Culver Hotel, Ingleside Estate, Montauk Yacht Club)—generating management fee income. By Proper extends the Proper philosophy to new formats and locations through licensing and brand partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Proper Hospitality designs, brands, and operates design-forward luxury lifestyle boutique hotels across U.S. creative hubs (Austin, Downtown L.A., San Francisco, Santa Monica, plus Miami Beach). Each property features Kelly Wearstler interiors, chef-driven restaurants and bars, integrated wellness programming (spas, recovery suites, fitness), and cultural events under the Proper Presents banner. The company also sells whole-ownership branded residences, operates Proper Club memberships, and manages The Collective of independent boutique hotels under Proper Hospitality.

Product overview

Proper Hospitality operates a luxury lifestyle hotel and residence portfolio featuring multiple brands across distinct market segments. The core offering includes four operating Proper Hotels in Austin, Downtown L.A., San Francisco, and Santa Monica, all designed by Kelly Wearstler. The By Proper sub-brand extends the concept through new creative voices, including The Shelborne by Proper and Midtown Park Residences in Miami. The Collective curation includes independent design-driven properties (Avalon Hotels, Hotel June, Ingleside Estate, The Culver Hotel, Montauk Yacht Club). Upcoming developments include Lake Tahoe Proper Resort & Casino (2027), Dallas Proper Hotel & Residences (2029), and Palm Springs Proper Hotel. The portfolio emphasizes wellness-forward hospitality with spas, recovery suites, fitness centers, and Proper Club memberships, complemented by chef-driven restaurant and bar concepts, cultural programming through Proper Presents, and direct-booking loyalty through Proper Insider. Residences are offered at Austin and Dallas properties, with Midtown Park Residences in Miami as a pure residential launch.

Differentiator

Problem solved

Functional benefit

Brands

• By Proper: Sub-brand extending the Proper ethos to new markets with fresh creative collaborators, including The Shelborne by Proper and Midtown Park Residences by Proper.
• The Collective

Products and services

• Austin Proper Hotel & Residences Luxury boutique hotel and residences in Austin's Second Street District with 238 design-forward rooms and suites by Kelly Wearstler, featuring Verbena Spa, Recovery Room, six F&B venues, rooftop pool, and 9,500 sq ft of meeting space.
• Downtown L.A. Proper Hotel 147-room luxury boutique hotel in Los Angeles' historic Broadway Corridor, transformed from a landmark building with Kelly Wearstler interiors, two destination restaurants, rooftop pool, and city-view lounge.
• San Francisco Proper Hotel Flagship 131-room boutique hotel in San Francisco's Mid-Market district housed in a historic flatiron landmark, with Kelly Wearstler interiors, panoramic rooftop, and four dining destinations including Charmaine's rooftop and Villon.
• Santa Monica Proper Hotel 262-room luxury wellness hotel in Santa Monica featuring Kelly Wearstler interiors, rooftop pool deck, Surya Spa with Ayurvedic therapies, Recovery Suite with cold plunges, red light therapy, and the Ammortal Chamber, plus Calabra and Palma dining.
• Lake Tahoe Proper Resort & Casino Redevelopment of the historic Cal Neva Hotel (1926) into a 198-room year-round resort straddling the California-Nevada border, featuring lakefront pools, multiple restaurants, casino, 50,000 sq ft wellness center with spa and Padel courts, members-only Proper Club, and restored Frank Sinatra Theater. Opening 2027.
• Dallas Proper Hotel & Residences 34-story luxury hotel and residences development in Uptown Dallas, designed by Skidmore Owings & Merrill with Kelly Wearstler interiors. Features approximately 200 guestrooms, 82 residences, 15,000 sq ft Proper Wellness Center, 6,000 sq ft Proper Club, three destination restaurants, and 22,000 sq ft of event space. Opening 2029.
• Midtown Park Residences by Proper 28-story luxury residential tower in Miami's Midtown/Design District, developed with Rosso Development and designed by Arquitectonica, Meyer Davis Studio, and Naturalficial. Part of a $2 billion mixed-use destination with tropical pool deck, fitness center, yoga garden, spa, and rooftop pickleball court. Construction completion 2028.
• The Shelborne by Proper Oceanfront Miami Beach property reimagined as part of the By Proper brand, featuring layered design moments and Miami rhythm with beach access, pool deck, and connections to local culture at 18th Street Collins Avenue.
• The Collective by Proper Hospitality Curation of independent design-driven boutique hotels designed, branded, and operated by Proper Hospitality, including Avalon Hotels (Beverly Hills and Palm Springs), Hotel June (Malibu and West L.A.), The Culver Hotel, Ingleside Estate, and Montauk Yacht Club.
• Proper Insider Loyalty Program Direct booking loyalty program offering perks including flexible stays (early arrival, late departure), no pet fees, select wellness and dining perks, and Marriott Bonvoy points on eligible stays. Rewards guests who book directly through properhotel.com.
• Proper Club Membership Members-only wellness and social club at Santa Monica and Austin offering access to fitness, wellness, social lounges, pools, dining, exclusive hotel benefits, and community programming. Dallas will add a 6,000 sq ft Proper Club. Membership fees generate recurring revenue.
• Restaurant and Bar Portfolio Collection of chef-driven restaurants and bars across Proper properties including Cabrillo, Cara Cara, and Dahlia (Downtown L.A.); Calabra and Palma (Santa Monica); Kappo Kappo, The Peacock, La Piscina, Goldie's, and The Quill Room (Austin); Charmaine's and Villon (San Francisco). Features seed oil-free cooking, seasonal sourcing, and design-driven settings.
• Wellness Programming Wellness offerings integrated across properties including Surya Spa with Ayurvedic therapies at Santa Monica, Verbena Spa at Austin, Recovery Suites with cold plunges, red light therapy, and Ammortal Chamber, state-of-the-art fitness centers, rooftop yoga, and Proper Club memberships. Focus on five pillars: Movement, Recovery, Nourishment, Rest, and Connection.
• Proper Presents Cultural Programming Cultural programming arm of Proper Hotels featuring music events including intimate DJ sets, live performances, sound baths, and cultural conversations. Creates lifestyle destination positioning through curated experiences.
• Austin Proper Residences 99 whole-ownership condominium residences and penthouses on the top 20 floors of Austin Proper's tower, featuring 1, 2, 3-bedroom residences and panoramic-view 4 and 5-bedroom penthouses designed by Kelly Wearstler. LEED Gold certified building. Resales available on the market.
• Dallas Proper Residences 82 whole-ownership luxury residences (one- to three-bedroom homes and penthouses) above the Dallas Proper Hotel with 10.5'+ ceilings, floor-to-ceiling glass, panoramic Uptown views, and private rooftop amenities in select homes. Pre-sales begin by invitation in early 2026.

Quantifiable outcome

• First luxury hotel group globally to eliminate seed oils from all kitchens
• +4 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• McWhinney (construction inquiries)minorImplementation/ SI/ Consulting Partner · 2 April 2026McWhinney is referenced for construction inquiries related to the Lake Tahoe Proper Resort & Casino development. [email protected] is listed as the development construction contact for the project.
• McGuire Moorman Lambert Hospitality (MML)coreStrategic or Co-development PartnerMcGuire Moorman Lambert Hospitality is the culinary partner for Austin Proper Hotel, creating and operating all restaurant and bar concepts including The Peacock Mediterranean Grill, La Piscina poolside Tex-Mex, Goldie's Sunken Bar, and The Quill Room. MML curates menus and service styles across all F&B outlets, events, and private dining. The partnership extends to Austin's meetings and events catering programs.
• Kelly WearstlercoreStrategic or Co-development PartnerAward-winning designer Kelly Wearstler is the principal interior designer across all Proper Hotels and most Proper Residences. Her distinctive design vision—layered textures, bold patterns, locally-inspired materials—is integral to Proper's brand identity and guest experience. Properties include Austin (238 rooms), Downtown L.A. (147 rooms), San Francisco (131 rooms), Santa Monica (262 rooms), Dallas Proper, and Lake Tahoe Proper (interiors by Kelly Wearstler).
• Lincoln Property CompanycoreStrategic or Co-development PartnerLincoln Property Company is the development partner for Dallas Proper Hotel & Residences, the 34-story mixed-use tower in Uptown Dallas developed in partnership with Kor Real Estate Partners. Lincoln purchased the site in 2024 and is co-developing the property with Proper Hospitality. The project is expected to complete in 2029.
• Rosso DevelopmentcoreStrategic or Co-development PartnerRosso Development is the co-developer of Midtown Park Residences by Proper, a 28-story luxury residential tower and part of a $2 billion mixed-use destination at the crossroads of Miami's Design District, Wynwood, and Midtown. Rosso is working alongside Midtown Development and Proper Hospitality on the project, expected to complete in 2028.
• ArquitectonicaminorStrategic or Co-development PartnerArquitectonica is the architecture firm for Midtown Park Residences by Proper, bringing its globally recognized design pedigree to the Miami development. Alongside Meyer Davis Studio and Naturalficial, Arquitectonica is shaping the 28-story tower's architecture and design.
• Meyer Davis StudiominorStrategic or Co-development PartnerMeyer Davis Studio is the interior design firm for Midtown Park Residences by Proper, collaborating with Arquitectonica and Naturalficial on the Miami residential project. Meyer Davis is also the interior designer referenced for Midtown Park residences within the Proper Residences portfolio.
• Skidmore, Owings & Merrill (SOM)coreStrategic or Co-development PartnerSkidmore, Owings & Merrill (SOM) is the architecture firm for Dallas Proper Hotel & Residences, designing the 34-story tower in Uptown Dallas. SOM brings globally recognized architectural pedigree alongside Proper's signature sensibility and Kelly Wearstler's interiors.
• Kor Real Estate PartnerscoreStrategic or Co-development PartnerKor Real Estate Partners is the development partner for Dallas Proper and the co-developer of the Lake Tahoe Proper Resort & Casino alongside Realberry and Proper Hospitality. Kor has multiple Proper branded developments in its portfolio and serves as a key GTM and development partner for expansion.
• BVHospitalityminorStrategic or Co-development PartnerBVHospitality provides the cocktail anthology and libation program at Villon restaurant in San Francisco Proper, creating the '7x7' cocktail collection in homage to San Francisco's geography. This is a curated beverage partnership that enhances the property's F&B identity.
• Martha Soffer / Surya SpaminorStrategic or Co-development PartnerMartha Soffer is the internationally renowned Ayurvedic guru presiding over Surya Spa at Santa Monica Proper. Her Ayurvedic therapies—including Panchakarma and specialized treatments—are a signature wellness differentiator for the property, combining ancient healing traditions with the hotel's modern wellness programming.
• Marriott Bonvoy / Design HotelscoreGTM or Marketing PartnerProper Hotels participates in Marriott Bonvoy as a Design Hotels collection member, enabling guests to earn and redeem Marriott Bonvoy points at all Proper properties. This partnership provides global distribution, loyalty program access, and co-marketing exposure to Marriott's 100M+ member base.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• 1 Hotels: Design-forward luxury boutique hotel brand with a strong wellness/sustainability positioning (Shivrukas family). Comparable to Proper on boutique luxury scale, design-led identity, integrated wellness programming, and CBD/US coastal market footprint.
• 21c Museum Hotels: Boutique hotel brand combining contemporary art museums with luxury accommodations across multiple US cities. Comparable to Proper on boutique scale, design/art integration, and cultural programming as guest experience.
• Standard Hotels: Design-forward boutique lifestyle hotel brand with integrated restaurants, bars, and cultural programming in urban markets. Comparable to Proper on boutique scale, design-led positioning, rooftop F&B venues, and cultural programming emphasis.
• Soho House: Members-club-and-boutique-hotel hybrid with strong design identity, wellness programming, and recurring membership revenue stream. Comparable to Proper on boutique scale, design credibility, integrated F&B, and Proper Club membership model.
• Ace Hotel: Iconic design-led boutique hotel brand targeting creative-class travelers with curated F&B, music, and cultural programming. Directly comparable to Proper on lifestyle positioning, design-forward interiors, and community-as-hub ethos.
• The Hoxton: Lifestyle boutique hotel brand known for design-led interiors, integrated F&B concepts open to locals, and urban market focus. Comparable to Proper on boutique scale, design differentiation, and community-engagement model.
• Bunkhouse Hotels: Boutique hotel brand operating design-led properties across Texas and the Southwest (Austin, San Antonio, Marfa). Directly comparable to Proper on boutique scale, Texas/Austin market overlap, design-forward positioning, and chef-driven F&B.

Broad incumbents

• Kimpton Hotels & Restaurants: Boutique lifestyle hotel brand (part of IHG) with design-led positioning, integrated restaurants, and wellness programming. Comparable to Proper on boutique scale, design-led ethos, and loyalty program integration (Kimpton Karma / Proper Insider).
• SLS Hotels: Lifestyle luxury hotel brand (part of Ennismore/Accor) with Philippe Starck-designed interiors and celebrity-chef F&B. Comparable to Proper on luxury lifestyle positioning, designer-led interiors, and chef-driven restaurants, though SLS operates at larger scale.
• Edition Hotels: Marriott International's design-led boutique luxury brand in partnership with Ian Schrager. Comparable to Proper on boutique luxury positioning, design differentiation, and Marriott Bonvoy distribution; however Edition operates globally and at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/properhotels
• LinkedInlinkedin.com/company/proper-hospitality
• Instagraminstagram.com/properhotels

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proper Hospitality