San Francisco's Hotel VIA taps two boutique veterans as GM, director of sales

Hotel VIA, an independently operated and owned hotel located in San Francisco’s South Beach neighborhood, appointed Barbara Perzigian as GM 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 for Hotel VIA's ownership, 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, Calif., and The Cupertino Inn in Cupertino, Calif.

“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,” Perzigian, GM of Hotel VIA, said in a statement. “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.”

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.


Originally from Waukegan, Ill., Perzigian’s hospitality career spans 19 years and began in 1998 when she assumed the role of GM at The Cupertino Inn, a 127-room property in the Silicon Valley. In 2000, Perzigian was given the opportunity to develop and serve as GM 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. 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 an understanding of 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,” Leap said in a statement. “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.

Suggested Articles

Lodging owners who have the appropriate resources and capital have an opportunity to renovate at an accelerated rate and at more competitive prices.

The £18.4 million fine stems from a data breach discovered after the company purchased Starwood Hotels & Resorts Worldwide.

There are both positive and negative aspects to utilizing preferred equity capital, but it is often the best way to maintain ownership of the asset.