Jeff Zarrinnam, hotel director of Hollywood Hotel, is one of Hollywood’s foremost experts on the destination, its history and one of the most active and visionary leaders in the area. Jeff was born in Hollywood at Kaiser Permanente Hospital more than 50 years ago and makes his home in Hollywood. Jeff also works in Hollywood, is the President and CEO of Hollywood-based Zarco Hotels Inc., which owns the Hollywood Hotel, of which he is the hotel director, and is on the steering committee or board of at least eight Hollywood civic organizations.

Jeff’s fascination with Hollywood is as deep as his roots in the community. The re-established Hollywood Hotel on Vermont Avenue was built in 196 and purchased by Zarco, Inc. in 1964. Jeff has amassed many original items from the hotel’s first location on Hollywood Boulevard. In addition to launching an aggressive renovation of Hollywood Hotel, Jeff is restoring the 31- suite Chateau Celeste, an upscale boutique hotel directly across the street from Hollywood Hotel, which was originally built in 1927. The various sections within this City Guide include “Jeff’s Best Secrets,” places that Jeff, as the ultimate Hollywood insider, recommends. Enjoy!

The Hollywood Hotel is near several of the finest shopping venues in the world. Beginning at trendy Melrose Avenue, one can walk for over a mile and enjoy window shopping the countless trendy and sometimes wacky boutiques. Just to the north on the Melrose Avenue corridor is the Pacific Design Center, a hub for designers to the rich and famous.

For those with upscale tastes in apparel, jewelry, and dining, there’s Rodeo Drive in Beverly Hills and Beverly Center, a block from the Beverly Hills city limits. A little to the east you can steep yourself in a bit of L.A. history at the Farmer’s Market, and later take in a movie at the hip new Grove.

Hollywood + Highland

6801 Hollywood Blvd.

Downtown LA’s Santee Alley

210 E Olympic Blvd #202, Los Angeles, CA 90015

Downtown LA’s Cooper Building

860 South Los Angeles Street, Los Angeles, CA 90014

Larchmont Village

19 N. Larchmont, PMB 222 Los Angeles, CA 90004

Sunset Junction/Los Feliz Village Shops

4019 W Sunset Boulevard, Los Angeles, CA 90029

“Jeff’s Best Kept Secret:” Wacko Soap Plant

4633 Hollywood Blvd, Los Angeles, CA 90027

Melrose Ave

(between Highland Ave & La Cienega Blvd)

Rodeo Drive

Rodeo & Wilshire, Beverly Hills

Farmer’s Market

3rd St & Fairfax Ave

Pacific Design Center

8687 Melrose Ave, West Hollywood

The Grove

189 The Grove Drive
(just east of Farmer’s Market)

Beverly Center

8500 Beverly Boulevard