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Farzam Family to Open 164-room Silver-LEED Standard Shore Hotel
in Santa Monica, California

(SANTA MONICA, CA; March 14, 2011) - Opening this summer on Ocean Avenue in Santa Monica, just steps from the Santa Monica Pier, 3rd Street Promenade and the city’s popular beaches and shopping districts, Shore Hotel is the newest addition to the coastline—a Silver-LEED (Leadership in Energy and Environmental Design) standard boutique property that offers eco-friendly accommodations with stunning views of the Pacific Ocean.

Independently owned and operated by the Farzam family, Gensler Architecture conceived the Shore Hotel’s California modern design, which features 164 stylishly appointed rooms dressed in shades of teal and orange and outfitted with custom-made teak tea wood furniture, each with its own private balcony facing the ocean. Shore Hotel further extends elements of the surrounding beachside environment indoors—from the cream-colored sandstone walls in the lobby to the airy, open floor plan of its reception area, with glass walls looking out at the ocean and native vegetation planted throughout.

The eco-friendly hotel with sweeping ocean views transforms the Southern California coastline with a welcoming experience for guests that also reduces their carbon footprints

The open-air, U-shaped design of the main hotel building nestles an outdoor pool and patio, which are situated under a distinctive, steel-trestled roof. The main building also boats a unique, three-tier sky bridge that connects it to a second collection of rooms that afford the same great views of the Pacific. Amenities on property will include two dining establishments, a fitness center, state-of-the-art meeting and special event spaces, a four-story underground parking lot with 300 public parking spaces, and superb access to year-round leisure activities in Santa Monica, as well as the city’s beaches. The hotel also welcomes passersby with a unique public-use space that blurs the line between the sidewalk and hotel entrance and includes park benches for pedestrians looking for a respite.

Before starting construction on the hotel, the Farzam family envisioned an eco-friendly approach that included community input. This strong commitment to public service is instilled by Dr. Siroos Farzam, father of COO Steve Farzam, Vice President Robert Farzam, Vice President Lida Khorsandi, and Vice President Jon Farzam. “We all grew up in the community, we all live in the community, and now work here,” Steve Farzam says. “Moving forward, we’re reducing our carbon footprint and paving the way for adoption of sustainable, green building practices in Santa Monica and nationwide.”

To build the hotel, the Farzam family removed two existing motels—the Pacific Sands and Travelodge (both of which they owned). After demolition, they immediately put their sustainability philosophy into action by recycling or salvaging more than 50% of construction waste materials.

The Shore Hotel’s extensive green building initiatives have achieved the U.S. Green Building Council LEED Silver Registration level, and will achieve Silver LEED certification upon completion of the building. As a result, a variety of energy conserving programs were implemented, including Auto Demand Response, roof mounted solar panels, INNCOM occupancy sensor system, and high-efficiency boilers and burners, to name a few. In addition, Steve Farzam notes that Southern California Edison plays a key role in supporting the hotel’s sustainability mission and providing guidance on use of energy-saving technologies.

In addition to energy conservation measures, the Farzam family also incorporated a wide array of water-saving features, which include a storm-water management plan that captures and treats storm-water runoff, the use of native plants in landscaping, and installing high-efficiency toilets and low-flow showerheads.

The Farzams took many other actions on the sustainability front when it came to design of the hotel’s common spaces and guest rooms. Lobby chairs are upholstered with 100% pre-consumer recycled polyester. Guest room carpet is manufactured with Eco Solution Q Nylon, which contains a minimum of 25% recycled content. Project Stone's ecoQuartz bath vanity and desktops for the guest rooms contain ecologically safe solvents and adhesives. Shore Hotel will also initiate rigorous green housekeeping policies—reducing guest and staff exposure to potentially hazardous chemical contaminants that adversely impact air quality and occupant well-being. Besides improving the environment, the hotel plans to support the local community by creating 60 permanent jobs and even employee incentives to carpool or bicycle to work so they can reduce their own carbon footprints.

General Manager Darrell Jones says the hotel believes what’s good for the environment will be good for business, by drawing guests supportive of environmental initiatives. “We are looking forward to providing travelers visiting Santa Monica a great experience at an affordable price, while still considering the environment,” he notes.

Shore Hotel room rates will start at $250 per night for double occupancy when the hotel opens later this summer.

Ashley E. Rodgers
Account Supervisor
Wagstaff Worldwide, Inc.
6725 Sunset Blvd., Suite 250
Los Angeles, CA 90028
323.871.1151 p ext. 112 | 323.871.1171 f
Twitter: @AshRodg

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