Today, that portfolio includes Santa Monica Proper, Downtown LA Proper, San Francisco Proper, Austin Proper, Hotel June in West Los Angeles and Malibu, The Shelborne by Proper, and Lake Tahoe Proper Resort & Casino, alongside a growing Collective of independent hotels including Avalon Beverly Hills, Avalon Palm Springs, Ingleside Estate, and The Culver Hotel. Real depth in CRM and lifecycle marketing: you have run a platform like Klaviyo as a genuine revenue lever and can set strategy and judge optimization even when someone else is sending the campaigns, with a real understanding of segmentation, automation, and how lifecycle data should inform paid and web.