Proper Hospitality group has announced plans for a second hotel brand, Avalon Hotels, as it takes over managing the Avalon Hotel Beverly Hills and the Viceroy Palm Springs this month.
“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,” says 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.”
The hospitality company launched the Proper Hotels brand last month and assumed management of the Avalon Hotel Beverly Hills in addition to its scheduled relaunch of the Palm Springs hotel as the Avalon Hotel Palm Springs next month. A series of new initiatives and upgrades at both locations will be announced over the next year.
Kelly Wearstler Interior Design will collaborate with Proper Hospitality to revamp the bedrooms, common areas, and F&B outlets. The company will also rethink the Estrella spa at the Avalon Hotel Palm Springs in a partnership with American Medicinal Arts, a collective dedicated to holistic and innovative healing.
The upcoming Avalon Hotel Palm Springs, formerly known as the Estrella Inn and fully renovated by the Kor Group as the Viceroy Palm Springs more than a decade ago, offers 67 guestrooms, including 13 historic one- and two-bedroom villas. The property features three pools, a restaurant, event venue, and the Estrella spa. The Avalon Hotel Beverly Hills has 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 Oliverio restaurant and bar.
