Hotel Development

We work collaboratively with the shared goal of making every hotel a distinctly curated experience, specific to each unique city and intended to serve both travelers and the local community.

In developing around a concept we work to:

• Integrate our in-house team of seasoned architects, designers, and construction specialists, allowing us to holistically add value throughout every stage of the concept, design, and programming process.
• Collaborate with experts across industries, including voices from within each property’s local community.  
• Conduct thorough market research that contextualizes each project, considering every property a unique opportunity to add in meaning and story while amplifying the Proper brand. 

Before any new venture we work to analyze and project future profitability while bettering, improving, and contributing to local communities, creating additional value for all stakeholders and considering the following: 

• The macro-environment, including current economic conditions and broader industry trends
• Physical feasibility, including review of the site, zoning, utilities, traffic, access points, environmental and governmental restrictions, amenities, and transportation.
• Local demographics and economic conditions, including area trends, tourism, and transport — considering both present and future projections of growth and potential for added value. 
• A balanced offering in delivering the highest possible guest satisfaction while minimizing additional project costs.
• Cohesive cost evaluation, including budget estimates, cash flow pro formas, architectural and construction costs, and financing options.
• Alignment with future-thinking considerations surrounding environmental and sustainable measures to make conscious use of energy, water, and resources. 

Following approval of the development concept and site, we work to: 

• Evolve architectural and engineering plans from initial hotel concept to construction documents.
• Secure all relevant entitlements and permits
• Identify opportunities for a sustainable hotel design, and implement into design strategy.
• Select a construction team, and project lead.
• Negotiate vendor contracts 
• Maintain budgets, and schedules to track preconstruction activities 
• Secure financing according to the recommended financial structure, prioritizing a return on equity, economics, and debt service coverage.

Construction phases differ between each distinct project but include: 

• Preparation of the hotel site.
• Oversee Design team Construction Administration 
• Monitoring of the schedule and budgets.
• Site monitoring to ensure quality
• Negotiate construction project change orders

Develop a robust marketing plan that builds awareness 12 months in advance of the hotel opening, and includes: 

• Researching target audiences across a spectrum of criteria ranging from digital habits, travel priorities, and lifestyle preferences. 
• Establishing strong sales funnel and booking platforms across channels. 
• Create an engaging and highly functional website that incorporates aspirational imagery & storytelling while prioritizing a user-friendly and streamlined booking experience.
• Establish a strong online presence through digital marketing, social media, and robust SEO strategy.
• Establish online advertising strategy, including PPC and social media ads. 

Our operational strategy includes:

• Structuring and staffing key positions across the team through a robust and brand-specific recruiting strategy. 
• Spending the time to source and onboard individuals who align with the Proper vision and ethos, hiring in accordance with our key brand pillars. 
• Assisting management in recruiting across all teams, including operations, food and beverage, front of house, maintenance & housekeeping, concierge services, marketing, & sales, accounting, human resources teams, IT, and more.
• Ensuring implementation, maintenance, and operation of property-wide technology.
• Structuring ongoing development and quality control to ensure meeting short and long-term goals in accordance with business plans.