About Lunada Rose Partners
Lunada Rose Partners is a real estate investment and asset manager backed by PRG Family Office that focuses on value-add and core strategies throughout Southern California and the Sun Belt. Our mission is to redefine real estate investment through a thoughtful, patient approach that prioritizes long-term value over short-term gains. Rooted in family, transparency, and integrity, we leverage our industry expertise and patient capital to make strategic, well-timed investments across multifamily, industrial, and commercial real estate.
THEMATIC INVESTING
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HIGH QUALITY ASSETS
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REPOSITIONED WITH STRATEGY
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THEMATIC INVESTING • HIGH QUALITY ASSETS • REPOSITIONED WITH STRATEGY •
Our Legacy
The family’s real estate origins trace back to the 1970s, when brothers Paris and George Nourafchan founded PRG Family Office. Together, the brothers took a small investment from their family overseas in Milan and slowly accumulated Southern California commercial assets. The duo’s magnum opus came in 1982 upon acquiring a trophy office tower in the heart of Beverly Hills, which Paris and George still self-manage to this day.
The principals behind PRG and Lunada Rose have together demonstrated a 50+ year track record of enduring market cycles and creating long-term, meaningful value in commercial and residential assets. Lunada Rose is built from a legacy that prioritizes patience, and its approach to investing emphasizes a long-term orientation which, after carefully selecting the right markets, allows time for its investment theses to bear out and realize value.
The Lunada Rose Difference
The philosophies and culture ingrained within Lunada Rose have withstood the test of time, battle-tested and enduring of multiple market cycles over the last 50 years. These principles of risk-averse, defensive investing have allowed Lunada Rose to double its portfolio without ever having lost a dollar on any of its investments. Below are some of the core tenets of the Lunada Rose philosophy.
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"It takes 20 years to build a reputation and five minutes to ruin it."
Our partners are our family. Honesty, transparency, and ethics come before all else.
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We have patient capital.
There is never pressure to buy or sell. We transact only when we want to and never just to get a deal done.
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"The single greatest edge an investor can have is a long-term orientation."
Real estate is cyclical. Investors and sponsors who are constrained by short or arbitrary time horizons, whether to liquidate funds, collect fees, or realize a promote, will inevitably reach a point where they are forced to buy or sell a property at a bad time. This is not us.
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We eat our own cooking.
Lunada Rose's and PRG Family Office's principals have substantial equity in each investment, creating strong internal and external alignment.
86% of Lunada Rose's portfolio is self-capitalized. Having significant skin in the game is an essential part of successful investing.
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Our business has thrived through all market cycles.
Whether it's the RTC days of the early 1990s, the GFC, or the current challenging real estate climate, our business has and continues to grow because we invest defensively and manage responsibly, all with a focus on capital preservation. We preserve and grow generational wealth.
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We didn't get here on our own.
Relationships matter. Strong relationships allow synergistic growth, while no deal is so good to ever be worth a bad business partner.
Thank you to everyone who has trusted us along this journey.
Our Story
Founded upon a rich real estate legacy
Brothers Adam and Marc Nourafchan established Lunada Rose Partners in 2023 with a vision to redefine real estate investment by embracing a thoughtful and genuine approach, prioritizing enduring value over the pursuit of quick returns. Raised in Southern California within a family deeply embedded in real estate, Adam and Marc bring a unique blend of passion and extensive experience to the firm.
Each started their careers at PRG Family Office, shortly after the Global Financial Crisis. At the time, PRG had not transacted on a major deal for over a decade, focused entirely on driving the performance of its existing portfolio through hands-on property and asset management of its Southern California legacy assets.
In 2012, Marc and Adam took a view that institutional and international buyers were overestimating the perceived safety of so-called “gateway markets,” relative to the Sun Belt. Their contrarian view at the time was that Sun Belt markets presented higher economic and population growth, less political risk, and better entry points for long-term ownership. They capitalized on an opportunity to take advantage of sellers who were looking to re-allocate capital to "safer," but more expensive, gateway markets.
PRG established Lunada Rose Partners as its investment and asset manager to operate the existing portfolio, source new investments, and find strategic partners to drive future growth across the Sun Belt and Southern California.
The name ‘Lunada Rose’ is a tribute to their mother’s cherished rose garden in their childhood neighborhood of Lunada Bay, Palos Verdes, embodying the firm’s foundational values of family, transparency, and integrity.
