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Meet Jeff of Hollywood

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Today we’d like to introduce you to Jeff.

Hi Jeff, thanks for joining us today. We’d love for you to start by introducing yourself.
I’m actually a native of Hollywood — what some people like to call a “Hollywooddian.” I was born at Kaiser Foundation Hospital on Sunset, now the Kaiser Medical Center, so this community has literally been part of my story from day one. Because of that, the work I’ve done here has always felt personal, not just professional.

I studied accounting at the University of San Diego and later became a Certified Hotel Administrator through the American Hotel & Lodging Association, which gave me both the financial and operational grounding to build a career in hospitality. I got my start in the business early on, and in 1979 I completed my first project — converting the Park Sunset Apartments into the Park Sunset Hotel, which today operates as Hotel Ziggy in West Hollywood. That experience really shaped my approach: I’ve always believed in taking existing properties, understanding their story, and repositioning them so they can thrive in a new era.

Over the years I went on to lead Zarco Hotels and operate the Hollywood Hotel and other properties, focusing on independent hospitality rooted in neighborhood identity rather than cookie-cutter branding. Today I’m continuing that philosophy with my current project, Chateau Celeste — restoring a 1927 apartment hotel in Hollywood into a luxury boutique property scheduled to reopen later this year. For me, projects like that are about preservation, reinvestment, and giving historic buildings a second life.

More recently I’ve also expanded into the spirits industry as a partner in Hollywood Distillery, Hollywood’s first legal distillery. That project took about ten years to bring to life before we opened to the public in October 2025. We now produce Bourbon, Rye Whiskey, Oasis Vodka — which has earned double-gold awards — along with Nopalera Gin, and we have LAquila and a rum coming to market soon. It’s been incredibly rewarding to build something from the ground up that adds a new creative layer to Hollywood’s identity.

Alongside my business work, I’ve always believed in giving back to the community that shaped me. I’ve served on the East Hollywood Neighborhood Council, helped establish and lead the East Hollywood Business Improvement District, served on the Los Angeles Tourism Marketing District Board, and worked with the Los Angeles City College Foundation to support education and workforce development. I also served on the board of the Hollywood Chamber of Commerce and as its Chairman, helping guide initiatives tied to local business growth and tourism — including programs connected to the Hollywood Walk of Fame and the Chamber Foundation.

Today I serve as Chairman of the Hollywood Sign Trust, helping preserve one of the world’s most recognizable landmarks. Through that work, I’ve had the opportunity to give countless interviews on television, radio, news, and podcast programs across the United States and internationally, speaking about the Hollywood Sign, Hollywood history, and the evolution of the district. Along the way, I was also honored to be named an official “Mr. Hollywood” by the Hollywood Chapter of the Business and Professional Women’s Association, which meant a great deal because it came from the community itself.

When I look back, my path hasn’t really been about one job or one project — it’s been about helping Hollywood evolve while staying true to its history. Whether it’s hotels, community work, or new ventures like the distillery, the through-line for me has always been investing in the place I’ve called home my whole life.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. If anything, the road has been full of detours, setbacks, and moments where it would have been easier to walk away.

When you work in real estate, hospitality, and community projects, you quickly learn that nothing moves in a straight line. I’ve had projects stall for years because of financing, permits, or construction issues. I’ve dealt with buildings that revealed surprises behind every wall, and initiatives that took far longer than anyone expected. Hollywood Distillery, for example, took nearly ten years to bring to life. There were plenty of times along the way when it felt like it might never happen — but those are the moments where you either give up or double down.

Some of the toughest challenges haven’t been technical at all — they’ve been emotional. When you invest in a community you grew up in, the stakes feel higher. Decisions aren’t abstract; they affect neighbors, history, and identity. There have been times when change was misunderstood or when progress felt painfully slow. But those experiences also remind me why the work matters.

I’ve learned that resilience isn’t about avoiding obstacles — it’s about staying committed through them. The projects I’m proudest of today are the ones that tested me the most, because they required patience, persistence, and a belief in the long game.

Looking back, I wouldn’t call it a smooth journey — but I would call it a meaningful one. And in many ways, the struggles are what made the successes worth it.

Appreciate you sharing that. What else should we know about what you do?
I usually describe my work as revitalizing places and helping them tell their story again. My career has centered on hospitality, real estate redevelopment, and community leadership, but at its core it’s about taking something with history and giving it a future.

Hollywood is synonymous with entertainment, creativity, and storytelling. While I didn’t pursue a career in acting, I’ve always drawn inspiration from that spirit and tried to bring it into my own work. Whether it’s a hotel, a redevelopment project, or a new venture, my goal has been to create experiences that feel engaging, memorable, and enjoyable for everyone who walks through the door.

I specialize in repositioning properties and districts so they can thrive in a new era. Whether it’s converting an apartment building into a hotel, restoring a historic property like Chateau Celeste, or helping launch Hollywood’s first legal distillery, I’m drawn to projects that blend preservation with reinvention. I’ve always believed that buildings — and neighborhoods — have personalities, and when you respect that, you can create something authentic rather than generic.

I’m probably best known for my long involvement in Hollywood itself. Beyond operating hotels, I’ve spent decades working on civic initiatives, tourism strategy, and cultural preservation, including my role with the Hollywood Sign Trust. That combination of business, community work, and storytelling has allowed me to help shape how Hollywood presents itself to the world.

What I’m most proud of isn’t any single project — it’s the cumulative impact of helping keep Hollywood vibrant while respecting its legacy. From hotels to civic initiatives to the distillery, the common thread has been investing in places that matter and helping them evolve without losing their identity.

What sets me apart, I think, is that I approach projects not just as transactions, but as long-term commitments. I grew up here, I’ve spent my career here, and I’m still building here. My home today overlooks the Hollywood Sign, and seeing it every day is a constant reminder of the dreams that brought millions of people to this city. It motivates me to keep pursuing my own hopes and to keep contributing to the spirit of possibility that Hollywood represents to the world.

For me, success isn’t measured by a single project, title, or milestone — it’s measured by impact over time. If something I helped build is still contributing to the community years later, that feels like real success.

I’ve always believed success is about stewardship as much as achievement — preserving what matters, improving what you can, and leaving things better than you found them. Whether it’s a hotel, a historic building, a business initiative, or a civic effort, I feel successful when the result strengthens Hollywood and adds something lasting to the neighborhood.

On a personal level, success also means seeing the next generation find their own path. My sons grew up in Hollywood just as I did, and what matters most to me now is that they pursue their own dreams — not necessarily the same ones as mine, but ones that inspire them. If they grow up believing they can shape their future the way Hollywood has inspired millions of people to do, that’s success in the deepest sense.

I’d say first: understand that dreams rarely follow a straight path. The things worth building usually take longer, cost more, and test you more than you expect. That doesn’t mean you’re on the wrong path — it usually means you’re on the right one.

Second, stay connected to your purpose. When your work ties into something bigger than yourself — a place, a community, or a mission you believe in — it gives you the resilience to keep going when things get hard.

And finally, don’t wait for perfect timing. Most of the projects I’m proudest of began before all the answers were clear. You learn by doing, you adjust along the way, and you keep moving forward.

I hope my sons — and anyone chasing their goals — remember that persistence often matters more than talent, and that the most meaningful journeys are the ones where you stay true to what inspires you.

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
Luck has definitely played a role in my life, but I’ve come to think of it less as chance and more as timing meeting preparation.

I’ve been fortunate to grow up in Hollywood, a place that inspires ambition and creativity just by being here. That shaped the opportunities I saw and the path I chose. I’ve also been lucky to meet mentors, partners, and colleagues along the way who opened doors, shared wisdom, or believed in an idea when it mattered most.

But I think luck is also about recognizing opportunity when it quietly appears. I remember when I was about 12 years old on a family vacation, I picked up a book from the hotel nightstand called Be My Guest by Conrad Hilton. Reading that book planted an idea in my head that maybe I could be in the hotel business someday too. If Conrad Hilton could build something like that, maybe I could find my own way into the industry.

Years later, when the opportunity presented itself, I didn’t hesitate — I acted on it. That experience taught me that what people call luck is often just the moment when preparation and awareness come together.

People tell me all the time that I’m lucky, but I honestly think everyone is born with some form of luck. The difference is whether you notice the opportunity when it appears — especially when you weren’t even looking for it — and whether you have the courage to act on it when you do.

I’ve also experienced what many would call bad luck: projects delayed by financing, permits, or economic cycles. But over time I’ve learned that those moments often redirect you toward better outcomes. So I see luck less as something that determines your path and more as something that shapes it.

In the end, persistence matters more than luck. If you stay open, stay prepared, and keep moving forward, opportunity tends to show up — and when it does, you have to be ready to take it.

Pricing:

  • Hospitality pricing varies based on season, demand, and room category, but my approach has always been to balance accessibility with quality so guests feel they receive real value for their stay.
  • For boutique redevelopment projects like Chateau Celeste, the goal is to position the property in the upscale segment while still reflecting the character of the neighborhood rather than pricing purely as a luxury statement.
  • In hospitality and spirits alike, I believe pricing should reflect authenticity, craftsmanship, and experience — not just the product itself.
  • At Hollywood Distillery, our focus is on premium but approachable pricing so visitors can experience locally produced spirits without feeling priced out of the experience.
  • Ultimately, whether it’s a hotel stay or a bottle of spirits, the objective is to offer pricing that aligns with quality while remaining inclusive enough to welcome a broad audience.

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Image Credits
Bob Freeman, Ana Martinez, Megan Schaad, Jeff Zarrinnam,

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