Arash Azarbarzin

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president
SH Group

Arash Azarbarzin is the President and Chief Operating Officer of Proper Hospitality, a California-based high-end lifestyle hospitality company that designs, brands, and operates luxury hotels and residences.  A powerhouse visionary with executive and management experience at world-class, luxury brands such as St. Regis and Four Seasons, and who was instrumental in the establishment of the W Hotels & Resorts brand, Azarbarzin was also a founding member of sbe Hotel Group, where he served as President for the last 12 years. In his role, he led the creation and expansion of fully-integrated hospitality concepts including SLS Hotels; Hyde Hotels, Resorts & Residences; and Redbury Hotels. Azarbarzin’s appointment came at a crucial time in the company’s development. Over the last 2 years, Proper Hospitality has taken over management of the Avalon Hotels in Beverly Hills and Palm Springs, opened the first of its eponymously-named properties, Hollywood Proper Residences; and assembled an industry-leading team of seasoned hospitality professionals to fuel the company’s future growth. As the President and COO, Azarbarzin will oversee both the Avalon and Proper brands and will be principally responsible for the successful launches of Hollywood Proper Residence’s F&B venues; San Francisco Proper Hotel; Downtown LA Proper Hotel; Santa Monica Proper Hotel; and Austin Proper Hotel & Residences, all of which are scheduled to open within the next 18 months.

BRAND CENTRAL