Steve Farzam grew up in Los Angeles, California, Steve took great pride in assisting his parents & siblings with hotel operations and participated in the decision making of the family owned businesses. At a young age, Steve developed an avid passion for the hospitality industry and a strong resolve to give back to his community. Steve is very active in within his community, and possesses a passion for helping people. Another of Steve’s passions is helping to sustain our environment with eco-friendly initiatives. Under Steve's leadership as COO, Shore Hotel has won many awards and accolades for its environmental responsibility and green stewardship.

Steve graduated from the California State University Northridge with a Bachelor’s degree in Sociology. He continued his education by attaining a paramedic certification at Southwestern College which ultimately led him to a career as a helicopter flight paramedic. Steve demonstrates his dedication and passion to the community and its people in many ways. Steve provided his professional services and volunteered with the spcaLA as an EMT with the Disaster Animal Response Team, which consists of personnel that are trained to rescue animals in major disasters. Steve not only donated his time, but traveled to Louisiana to help with the efforts during the Hurricane Katrina disaster. Steve continued to support spcaLA in their mission to prevent cruelty to animals by generously donating an eco-friendly vehicle that was well received by their organization. In 2009 Steve was awarded the Medal of Valor from the Burn Institute by the San Diego County Board of Supervisors for risking his life in order to save the life of an individual trapped inside a burning car. Lastly, Steve actively invests in the education of his 165 employees at the only newly constructed LEED Gold Certified Shore Hotel, Santa Monica.

With many years of leadership in the hospitality and public service industry, Steve leads by being hands on as a teacher in leading training initiatives. He brings an impeccable commitment and dedication to his work at Shore Hotel. When not working, Steve enjoys travelling, spending time with his family, and his passion for animals extends to the time he spends with his dogs.

For more information on Steve check out: http://stevefarzam.com

Read Steve's recent interview with IdeaMensch: https://ideamensch.com/steve-farzam/

Gerry has over 20 years of hotel management as Finance Director and General Manager in various sizes and types of hotels. He has led teams in various types of hotels, including limited service, full service, downtown and suburban hotels. He received his MBA from University of California, Irvine, Merage School of Business. In his spare time, Mr. Peck enjoys time with his family, going to the gym, golfing and family vacations to faraway lands.

Aaron Peaslee found a knack for hotels while attending the University of California, Santa Barbara. His professional focus has been in beach resort brands, Shore Hotel being his first independent property. He prides himself on making sure his guests has the most memorable experience possible. Aaron enjoys live music and being a fanatic at baseball games… go Giants!

Carlos has over 25 years of boutique, five star, and convention Hotel Management experience. He graduated in culinary arts and gastronomy from UCLA and the Culinary Institute of America. Carlos also holds a certificate of Achievement in Hotel Revenue Management from Cornell University and a Certificate of Achievement in Wines of the Worlds a Beer Sommelier. In his spare time Carlos plays golf, hikes, loves cooking, and beer making.

Laura brings more than 15 years of customer service and hospitality industry experience to the Shore Hotel. Having worked at many impressive brands in the California market, her extensive knowledge is an integral piece to our hotel’s ongoing success.

With over 12 years of hospitality and sales experience Lucy brings great passion and expertise to our Shore Hotel team. She holds a Bachelor of Science in Business Administration from the Marshall School of Business at USC, and resides in Marina Del Rey with her husband and daughter. In her spare time, Lucy enjoys the area's beautiful beaches, playing tennis, and traveling.

With 10 years of experience in Reservations and Revenue Management, Bobby has several certificates from Cornell, and has most recently completed his Master Certificate. Growing up in San Diego and moving to beautiful Santa Monica, Bobby always had a knack for working in luxury, boutique, and family owned properties. 

With extensive experience in hospitality financial management, Bruce is the Director of Finance at Shore Hotel, and oversees accounting for the Ocean View Hotel and Santa Monica Motel. A Certified Hospitality Accountant Executive, Bruce also teaches hospitality financial management at Cal State Long Beach.