Berj Tashjian has been deeply rooted in East Hollywood for over 4 decades as a Property Owner, Entrepreneur and Community Activist. Currently, he is the Executive Director of a privately held Real Estate Investment Trust. Formerly, as President/CEO of CBT Int’l Trading Corp and Proprietor of Berjo’s World Famous Discount Center, he specialized in Consumer Electronics and Home Appliances for World-Wide Sales and Distribution.

Tashjian received his Master of Public Administration (MPA) from USC Sol Price School of Public Policy with an emphasis in Organizational Development and Leadership. He is active with the Bedrossian Center on Governance and Public Enterprise and Volunteers with the Athenian Society as a Professional Mentor to International Graduate Students. In his early career, Berj earned his BS in Microbiology from Cal State LA and worked as a Research Microbiologist for Highland Laboratories. He was later selected for R&D at Aerojet Corp for the US Department of Defense; developing strategic defensive mechanisms used in biological warfare. This background gives him a unique perspective as a recent Member of the Healthcare Committee of the Hollywood Chamber of Commerce.

A long-respected community leader, Berj has been supportive of numerous charitable organizations. For over 30 years, he has collaborated with his wife, Anita, in her work with the Greater Los Angeles Chapter of Childhelp, in combating Child Abuse and Neglect throughout the USA. He is an active member of the Apartment Association of Greater Los Angeles (AAGLA) and the immediate past Vice-Chair of the East Hollywood BID. He serves as the Chaplain for the LA Lodge of Knights of Vartan and as an advisor to the Educational and Charitable Committee.

Born in Jerusalem, Berj immigrated to Los Angeles as a teenager settling in Hollywood. He enjoys spending time with his wife and son, often traveling together to explore the world. His extensive Fine Art and Antique collection began as a hobby and developed into a serious passion of a lifetime. Mr. Tashjian is dedicated to improving the quality of life for all the residents and business community of East Hollywood.

Vice Chairman

Ask Jeff Zarrinnam practically any question about Hollywood and he will have the answer. 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 President and CEO of Chateau Celeste Inc., which owns the Chateau Celeste Hotel in Hollywood. Jeff’s fascination with Hollywood is as deep as his roots in the community. The re-established Hollywood Hotel on Vermont Avenue was purchased by Zarco Hotels, Inc. in 1994. Jeff has amassed many original items from the hotel’s first location on Hollywood Boulevard. In addition to renovating 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. Jeff works tirelessly to improve Hollywood; he is the Steering Committee Chairman of the Proposed Hollywood Route 66 Business Improvement District and the Hollywood Western Business Improvement District. He is also on the Tourism Improvement District Steering Committee for the LA Tourism and Convention Board. Jeff’s philanthropic work is equally renowned. He is a founding board member and Treasurer of the East Hollywood Los Feliz Homeless Coalition, and is a sponsor of the Hollywood Christmas Parade benefitting Toys For Tots. Jeff is also a Board Member and Vice President of the LA Cedars Rotary Club and a supporter Project Angel Food, , Hollywood Boys and Girls Club, Hollywood Police Activities League and Hollywood Central Park. Anyone who knows or works with Jeff does not try to reach him in the early mornings because he hikes the Hollywood Hills daily. These treks allow him to unplug, reinforce his Hollywood footing and embrace the magnificent view that people the world over travel to see. Jeff is an avid Tennis Player and Skier. Jeff enjoys spending time with his wife Mandy, a well-known Los Angeles event planner, and his twin boys, Alex and Aiden.

Mark Brady

Mark, a native New Yorker who graduated NYU with a BFA from the Tisch School of the Arts, headed west over twenty-five years ago to Los Angeles where he has lived ever since working as a performer in film, television and theatre.  

He is also the owner of Screenland Studios, a well known dance, rehearsal and audition space used by many in the entertainment industry for over 35 years.  

In addition, he manages the Barnsdall Square Shopping Plaza in the heart of East Hollywood, which sits at the bottom of the Barnsdall Art Park and the home of the famous Hollyhock House designed by Frank Lloyd Wright.  

He lives in Sherman Oaks with his wife and son.


Martha Pelayo
Board Member

Board Member

Jacques has been a long term investor and developer in various parts of Hollywood. Upon graduating from University of Colorado, he started his first service business (Ori's Service Center) on April of 1981 on South West corner of Highland and Fountain. He is a co-founder of Lombardi House (a historical event venue), and his other projects include Wonderlust Yoga on Highland Ave. Jacques owns and manage numbers of low-income housings projects in various parts of Hollywood. Currently, he is working to transform an existing vacant theater in heart of East Hollywood to a world-class, live entertainment complex called The Vermont. Jacques believes in community work to better the quality of life for everyone. He has served on the Board of Directors of many non-profit organizations and neighborhood councils. Jacques's favorite thing about East Hollywood is being a part of its transformation to a great living and working community, in addition to its diverse culture and population. Jacques is dedicated to enhance the experience and the commercial desirability of the area for residents and visitors, by making it a safer and cleaner community to live in and also attract new businesses. East Hollywood is a hidden gem and has an exciting future. The best way to predict East Hollywood's future is to create it. "To improve is to change; to be perfect is to change often.

Robert Schwartz
Board Member

Robert Schwartz is the Executive Director of the Los Angeles City College Foundation. LACC Foundation, established in 1968, supports the students of Los Angeles City College through its funding of scholarships, awards, emergency loans, and stipends. The Foundation also supports school programs across the campus in both a financial and advisory capacity. Mr. Schwartz oversees all aspects of the Foundation’s activities, including supervision of 285 scholarships and awards. Mr. Schwartz also oversees 15 grant accounts, including the prestigious Goldman Sachs 10,000 Small Businesses Program. Mr. Schwartz has supervised commercial ventures in which the Foundation has been engaged, including the campus coffee shop, a very successful weekend swap meet, and all campus vending machine operations. Los Angeles City College is the flagship campus of the Los Angeles Community College District, which is the largest community college district in the United States. Mr. Schwartz joined the Foundation in 2011 and, during his tenure, the Foundation’s assets have grown from $4.5 million to more than $27 million. This growth includes the two largest gifts ever received by a college foundation on the Los Angeles Community College District;  $2 million  from the Hollywood Foreign Press Association for LACC’s Cinema/Television Department, and $10.1 million from Herb Alpert Foundation for LACC’s Music Department. Prior to becoming the Foundation’s Executive Director, Mr. Schwartz served as a member of the Foundation’s Board of Directors and the Executive Committee of the Board.

Mr. Schwartz is a graduate of George Washington University and New York Law School, and had a versatile career for over 30 years as an executive in the entertainment industry prior to entering the non-profit world. This included positions as Vice President of Business Affairs at MGM/UA Studios; Vice President and co-owner of talent agency Paul Kohner, Inc.; Partner of television production company Gleneagle Productions; and Co-founder and CEO of Slamdance Media Group, a branded television/film distribution and production company.

In addition to his professional career, Mr. Schwartz has demonstrated his continuing commitment to the City of Los Angeles by contributing his time and efforts to religious institutions, community schools, and other important charities and organizations, including his service as a member of the Board of Directors for Stephen S. Wise Temple, and as the President of the Network of California Community College Foundations. Additionally, Mr. Schwartz has an extensive network of political and business contacts in Los Angeles as a result of his 2008/2009 candidacy to represent the Fifth District on the Los Angeles City Council.

Mr. Schwartz is based at the offices of LACC Foundation on the campus of Los Angeles City College.


Ellen Zaman is the Executive Director, External Affairs, at Children’s Hospital Los Angeles where she is responsible for civic, government, business and external relations, public policy and advocacy.  She has advanced numerous innovative hospital and external programs in the areas of health access, behavioral health, public policy education, economic and workforce development. She also works with key federal, state, county and local elected offices to advance children’s health and behavioral health and to preserve funding for programs for underserved communities, research and education.  Ms. Zaman has served at CHLA in a range of administrative posts and has previously been responsible for the operations, clinical, teaching, and research activities of numerous Hospital Departments.

Actively working with health care, business, government, professional and civic organizations, Ms. Zaman is involved in numerous city, county and regional initiatives. She serves on the Board of Directors of the Los Angeles Area Chamber of Commerce, BizFed, and the Hollywood Chamber of Commerce.  She also serves on the Board of Governors of the East Hollywood Business Improvement District, working with area businesses on revitalization and community development. She is a member of the California State Advocacy Committee of the March of Dimes.

Ms. Zaman is the Immediate Past Regent for Southern California of the American College for Health Care Executives, in which she represented health care leaders across the seven county region.. She is a past president of Healthcare Executives of Southern California.  She is an advisor to the National Forum of Latino Health Care Executives.

Ms. Zaman is on faculty of the Graduate Program in Health Care Management, in the College of Business and Economics, at California State University, Los Angeles, where she teaches Comparative Health Systems.

As a Fellow of the American College of Healthcare Executives, Ms. Zaman is Board Certified in health care management.


Board Member

Harvey Shield is past President of Temple Knesset Israel of Hollywood, a conservative synagogue, which has been providing spiritual and community services in East Hollywood since 1926. He has also served on the boards of the Carroll Avenue Restoration Foundation and the Silverlake Children’s Theater Group, With his wife, Margrit Polak, he is currently leading  Anne Frank LA, dedicated to promoting the legacy of Anne Frank through educational programs, exhibits and cultural events.

Harvey grew up in London, England and has resided in Los Angeles since 1975. Professionally, he has enjoyed a long career in the creative arts as a musician, songwriter, actor and entertainer and is a member of ASCAP (American Society of Composers, Authors and Publishers), AFTRA-SAG (American Federation of Television and Radio Artists/ Screen Actors Guild) and BAFTA (British Academy of Film & Television Arts.) He continues to perform with the Mighty Echoes, an a cappella quartet, and with the Old Man Dinner Band

Jolie Tu
Board Member