Shore Hotel has opened as the first new-build hotel in Los Angeles beachfront town Santa Monica in the past 10 years. Owned by the...

Shore Hotel has opened as the first new-build hotel in Los Angeles beachfront town Santa Monica in the past 10 years.

Owned by the Farzam family, the boutique-style Shore Hotel is the first newly constructed hotel in Santa Monica to win LEED (Leadership in Energy and Environmental Design) Silver sustainability certification.

Before beginning construction, the Farzam family envisioned an eco-friendly approach that included the local community’s input, as part of the family’s commitment to public service. According to the three Farzam brothers and Farzam sister who own the hotel, the Farzam family’s public-service ethic stems from Dr. Siroos Farzam, their father.

To build the hotel, the family leveled two existing motels, the Pacific Sands and Travelodge, both of which they owned. This created jobs both during the construction phase and post-construction following completion of the hotel.

The owners of the Shore Hotel in Santa Monica regarded a commitment to the environment as essential when designing and constructing the property, which is Santa Monica's first new hotel in a decade. This commitment includes the design of the common spaces and guest rooms

In addition to affording guests the opportunity to stay in the heart of a beach town within Los Angeles in an eco-friendly property which offers views of the Pacific Ocean, Shore Hotel will open a second on-site restaurant, Blue Plate Taco, in early 2012.

Shore Hotel is located on Ocean Avenue in Santa Monica, near the Santa Monica Pier, Third Street Promenade, and the city’s beaches and shopping districts. Like the rest of Los Angeles, Santa Monica enjoys 300 days of sunshine on average each year.

Gensler Architecture conceived the 164-room hotel’s modern California exterior and interior design. The open-air, U-shaped design of Shore Hotel incorporates an outdoor pool and patio, a distinctive steel trellis and a three-tier glass sky bridge.

Amenities on-property include a fitness center, a high-tech meeting and special event space, a four-story underground parking lot, and two dining establishments, including the new Blue Plate Taco restaurant. Shore Hotel’s interiors extends elements of the surrounding beachside environment with an airy, open floor plan, glass walls looking out at the ocean and native vegetation planted throughout.

The hotel’s family ownership team includes Chief Operating Officer 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,” says Steve Farzam. “Moving forward, we’re reducing our carbon footprint and paving the way for adoption of sustainable, green building practices in Santa Monica and nationwide.”

Interior design features in Santa Monica's Shore Hotel include 100-per-cent-recycled polyester upholstery, recycled carpet and Project Stone's ecoQuartz bath vanity and desktops

To enhance the guest’s experience and promote sustainable travel, Shore Hotel has created the Green Concierge program and an electronic compendium, allowing guests to have access to a variety of eco-friendly activities. These include sustainable shopping and dining, and transportation options that are located in the vicinity of the hotel.

Shore Hotel’s green-building initiatives have achieved the U.S. Green Building Council Silver LEED Certification, leaving it just one point away from Gold certification. According to the Frazam family, if Shore Hotel were to be awarded Gold LEED Certification, it would be the only property in the city of Santa Monica to achieve that status.

Various energy and resource conservation programs were used in building Shore Hotel, including the Southern California Edison Auto Demand Response system, roof mounted solar panels, an INNCOM occupancy sensor system, a storm-water management plan, the use of native plants throughout the property, high-efficiency toilets and low-flow showerheads.

The commitment to the environment also includes the design of the common spaces and guest rooms. Interior design features include 100-per cent recycled polyester upholstery, recycled carpet and Project Stone’s ecoQuartz bath vanity and desktops.

Shore Hotel has also implemented rigorous green housekeeping policies, reducing guest and staff exposure to potentially hazardous chemical contaminants which adversely impact air quality and occupant well-being.

The hotel is now accepting reservations. Room rates start at $250 or less per night for double occupancy. To book, visit or call (310) 458-1515.

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