San Francisco's Hotel VIA Appoints General Manager, Barbara Perzigian and Director of Sales and Marketing, Jerry Leap

SAN FRANCISCO, CA. April 20, 2017 — Hotel VIA (138 King St.), an independently operated and owned hotel located in San Francisco’s South Beach neighborhood, announces Barbara Perzigian as general manager and Jerry Leap as director of sales and marketing. The 159-room boutique property is scheduled to open in May 2017.

In summer 2014, Perzigian and Leap were hired as consultants to ownership for Hotel VIA and have since played key roles in the overall development, design, and management of the property. In their current roles, Perzigian and Leap will transition to assuming responsibility for the entire management and operations of the hotel. Prior to Hotel VIA, the duo worked together at two independent boutique properties: The Grand Hotel in Sunnyvale, California, and The Cupertino Inn in Cupertino, California. With 32 years combined experience, 13 of which they worked together, both are thrilled to bring their hospitality expertise in independent, boutique hotels to Hotel VIA.

“It is an honor to serve as general manager of Hotel VIA and build a dynamic team with my longtime business partner, Jerry Leap, while building this beautiful property from the ground up,” says Barbara Perzigian, general manager of Hotel VIA. “We look forward to opening an independent hotel that is uniquely San Francisco and fills the increasing demand for hotel rooms in the South Beach neighborhood.”

Originally from Waukegan, Illinois, Perzigian’s hospitality career spans 19 years and began in 1998 when she assumed the role of general manager at The Cupertino Inn, a 127-room property in the Silicon Valley. In 2000, Perzigian was given the opportunity to develop and serve as general manager for a second hotel opening, The Grand Hotel, a 104-room property, also located in the Silicon Valley. For the next 16 years, Perzigian managed and operated both hotels, maximized profitability and managed to never lay off an employee during two economic recessions. Perzigian attended Illinois State University and California State University, Fresno.

In 2003, Perzigian recruited Jerry Leap—now Hotel VIA’s director of sales and marketing—directly out of college, recognizing his knack for hospitality at The Grand Hotel. Leap’s passion for working in hospitality quickly accelerated his career and he was promoted to customer service manager for both The Grand Hotel and The Cupertino Inn (2004-07). He later took on the role of sales manager for the two properties in addition to maintaining his existing position as customer service manager. In 2007, Leap was promoted to director of sales and marketing, taking on the responsibilities of developing and executing an annual sales and marketing plan for both properties as well as managing local and offsite staff. A former bellman, Leap possesses a deep understanding for the impact customer service has on guest experience, and he is eager to share his hospitality philosophy with future guests at Hotel VIA as director of sales and marketing.

“Our team at Hotel VIA has a unique ability as an independent boutique hotel to create a culture for our employees, and by extension, for each guest that comes through our doors,” says Leap. “We look forward to providing top tier hospitality service at Hotel VIA.”

Leap graduated with a Bachelor of Arts in Geography from the University of California, Santa Barbara. In his free time, Leap enjoys competing in marathons and triathlons, traveling and reading.

Reservations are officially open for stays beginning on July 1, 2017, and rates start at $279 per night. For more information, please visit

About Hotel VIA

In spring 2017, the South Beach neighborhood in San Francisco will welcome Hotel VIA, a chic 159-room hotel that goes beyond boutique. Hotel VIA will blend old school hospitality with progressive San Francisco attributes and is dedicated to forward-thinking technology, environmental consciousness, and elevated levels of personalization in hospitality and service. Hotel VIA’s name was inspired by the “via” definition as “the way to your destination” and offers guests easy access to BART, Caltrain, Muni, ferry, freeways and bridges. The hotel is the only hotel conveniently located across the street from AT&T Park, home to the city’s beloved Giants baseball team. Evoking a sense of individuality and functionality, Hotel VIA’s design was created to complement its unique location in a full service neighborhood in San Francisco. From the outdoor rooftop to the tastefully decorated ballpark view suites, each floor is adorned with modernized accents, contemporary, custom-made furnishes, and the latest technological amenities. Hotel VIA offers a stunning rooftop lounge in South Beach with 360-degree views of the city, a breakfast café, a versatile meeting room, spectacular event spaces, a communal workspace and technology hub, a fully equipped fitness center and an upscale cocktail bar. For more information, visit or follow them on Facebook, Instagram, and Twitter.


Danielle Logan / Julia Gonsalves or


Media contact:


Related News

Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.