Steve Farzam is a hospitality expert with experience at every level of hotel management, from conceptualization and design all the way to day-to-day operations. He currently serves as the chief operating officer (COO) of the Shore Hotel in Santa Monica, California, where he applies his passion for service to deliver unforgettable experiences to guests and to ensure that every detail at the hotel goes off without a hitch. A stalwart advocate for sustainability, Steve Farzam works fervently to minimize the Shore Hotel’s environmental impact and to constantly introduce new eco-friendly practices.