Pioneering Hotelier Passes Away, Leaving an Enduring Legacy in Santa Monica
Dr. Siroos Farzam, a beloved figure in the Santa Monica community and a pioneering hotelier, passed away peacefully on Friday at his home. Dr. Farzam was not only a visionary in the hospitality industry but also a man of deep compassion, hard work, and commitment to his family and the community.
Before he found his calling in the hotel business, Dr. Farzam was a dedicated medical doctor. His journey to the United States began in Seattle, Washington, where he first immigrated with his wife, Gina, and their three children at the time. In Seattle, they purchased their first motel, a business venture they knew little about. But with resilience and a strong work ethic, they made it their own. Dr. Farzam worked the front desk while Gina worked housekeeping, learning the ins and outs of the hospitality industry from the ground up.
Driven by a desire for new opportunities, Dr. Farzam and his family eventually moved to Los Angeles, where they discovered Santa Monica—a place they would come to call home and where they would build a lasting legacy. One of their first properties in the area was the Santa Monica Motel on Lincoln Boulevard, which was recently reimagined and reopened as the Santa Monica Hotel earlier this year.
Throughout the 1980s and 1990s, Dr. Farzam’s entrepreneurial spirit led him to acquire several more properties, including the Auto Motel, Pacific Sands Motel, and Travelodge on Ocean Avenue. In 1993, he redeveloped the Auto Motel into what is now the Ocean View Hotel, a uniquely designed Ocean Avenue landmark. His vision didn’t stop there; Dr. Farzam also foresaw the potential in the Pacific Sands and Travelodge properties, which were ultimately transformed into the award-winning Shore Hotel, a testament to his commitment to sustainability and excellence.
Dr. Farzam’s journey from a medical doctor to a respected hotelier is a story of perseverance, vision, and the American dream. His impact on Santa Monica is immeasurable, not only through the properties he developed but also through the sense of community he fostered. He was a man who believed in the power of family, hard work, and giving back to the community that supported him.
Dr. Farzam is survived by his wife and five children, who, along with their extended hotel team family, are committed to carrying on his legacy of dedication, compassion, and excellence in hospitality.
