Rich.
I’m a third-generation native Angeleno, a (Van Nuys) born and (Chatsworth) raised “Valley Boy” that pretty much grew up in trash. My great-grandfather fled Armenia during the genocide and made his home in Los Angeles and started Sarian Disposal, the family trash company I was taught the ins and outs of what it would take to grow up and run the company. My passion for theater and film led me otherwise and I ended up studying cinematography and theater acting and directing at CSUN (Cal State Northridge). I set down the camera after college, and landed a job with The CrisCom Company consulting for government affairs in Los Angeles.
It was my work with a client in Hollywood that got me involved in the Hollywood community in 2011. For being a world-famous city, the community of Hollywood has a surprising small-town vibe and they took me in with open arms. I started volunteering with the Hollywood Arts Council immediately and that was the first time I realized I could be a part of something bigger and give back.
In 2018, I was hired by the Hollywood Business Improvement District and began to make changes to the streets of Hollywood and expand the Hollywood community. I oversaw the organization’s clean and safe programs and helped move those programs into more amiable services for the community.
Through my leadership on the Hollywood Arts Council, serving on the board oh Hollywood Police Activities League, and my time with the Hollywood Partnership, I have helped shape Hollywood’s community, streets, sidewalks, and economy that have tackled the biggest projects like restoring the Walk of Fame during Covid to planting of almost one hundred trees. The nonprofit boards I serve on have provided decades of youth programs to help foster new generations of community in Hollywood through arts, sports, mentorship, and service.
I have worked for the South Park Business Improvement District (now “The Social District”) in Downtown Los Angeles since 2023, currently serving as Vice President, and have made that area of the world brighter too. From multiple lighting projects to the disctrict's weekly farmers market, that was just voted "Best Downtown Farmers Market" by readers of LA Downtown News for the second year in a row, I have helped improve the neighborhood for businesses and residents.
My work in the City of Los Angeles has brought a necessary light, built community, strengthened business and LA's economy, enhanced the public realm, fostered economic development, bolstered the environment, cost very little, and simply put, has helped others! I love what I do and am only just getting started.
My Favorite Projects.
HOLLYWOOD HARVEST
At the beginning of Covid, I helped build Hollywood Harvest. What we started as a free, weekly grocery delivery service to elders in Hollywood ended up with our constructing a food warehouse, complete with an industrial refrigerator and freezer in a derelict Pawn Shop at 1223 N. Vine St. Our operation outgrew us and we gave the whole thing over to the Hollywood Food Coalition where it became their “Community Exchange” operation that has since redistributed 11 million pounds of food waste from landfills to local non-profits.
https://beverlypress.com/2021/07/program-expands-to-fight-hunger-in-hollywood/
COUNCIL DISTRICT 13 CANDIDATE 2026
I pulled the trigger on my dream of becoming the Councilmember because the timing was perfect. December 15th of 2025 I was officially a candidate for LA City Council’s 13th District. I started from scratch, knowing very little, and assembled a three-person team (myself included) and decided to forgo a consultant. I went on to create and run a successful campaign that earned the endorsements of the business community and the support of a few sitting Councilmembers. We built a broad base of supporters and generated viral social media content that received thousands of followers across various platforms. I earned thousands of votes against the incumbent (11% of the vote), impressed the unimpressed, and significantly expanded my citywide relationships and visibility further cementing my reputation as a leader in the City.
https://dtlaweekly.com/rich-sarian-the-cd13-candidate-with-a-proven-track-for-positive-change/
HOLLYWOOD PRIDE LIGHTS
I was instrumental in lighting the Walk of Fame with color changing lighting installed in the trees. I oversaw the installation of sixteen blocks of lighting which included creating the RFP, managing the RFP process, working with the vendor, and getting permission and permits from the city. And we didn't have to spend a dime as we received full funding from Councilmember O'Farrell's office for the project!
https://www.cbsnews.com/losangeles/news/new-light-display-coming-to-hollywood-boulevard/
11th ST. PROJECT
Returning 11th St to a mostly pedestrian-friendly thoroughfare that will holistically connect Downtown LA. More information on this project will be revealed soon...
WALK OF DAMES
"Mundane utility boxes on the Walk of Fame received a major facelift this week. Ten boxes along Hollywood Boulevard now feature the famous visages of Hollywood’s leading actresses, including Elizabeth Taylor, Nichelle Nichols, Laura Dern and Lucille Ball."
11th ST. LIGHTING
"The South Park Business Improvement District installed roughly 10,000 feet of string lights hanging on trees to illuminate 11th Street from Broadway to L.A. Live. The organization is hopeful that the lighting will make the area more inviting to customers."
CAHUENGA STRING LIGHTS
The project that started them all. Convinced The City of Los Angeles' Bureau of Street Lihting (BSL) to allow the Hollywood BID to string bistro lights over one block of Cahuenga St from Hollywood Blvd. to Selma Ave. I worked closely with BSL to create the first permitted program for decorative lights over a street to attach to the city's infrastructure. A simple project was met with immense pushback and finally the dept. approved this project. It was the one to start them all and now you see permitted string lights throughout a lof of the city. BSL even used the project as their cover photo for the department's five year strategic plan.
https://lights.lacity.gov/sites/default/files/pdf/downloads/about/strategic_plan.pdf
SOCIAL DISTRICT FARMERS MARKET
"Much like the legendary beanstalk that grew overnight, the South Park Farmers’ Market has rapidly transformed into a flourishing hub for the community.
Every Saturday, from 9 am to 2 pm, you can find this vibrant market on Grand Ave. between 11th Street and Olympic Blvd., offering the community of DTLA a delightful array of locally grown produce, free-range meat, artisanal foods, handmade crafts, and the soothing sounds of acoustic music."
https://dtlaweekly.com/south-park-farmers-market/
PICO
The Social District's President and CEO had the vision for a mascot for our district, a first for the industry. I was tasked with the design of this mascot and decided it needed to be a dog because our district is home to countless furry friends. The mascot could serve both educational and entertainment purposes. I got to sketching and pulling thoughts and our scruffy PICO was born, named aptly after PICO blvd which runs through our district.
https://dtlaweekly.com/south-park-bid-a-better-neighborhood/
"SET THE SCENE"
In 2019, I was tasked with creating a funding program for place enhancement projects in the Hollywood BID. I created "Set the Scene" which was a program that funded various projects that improved the public realm. From sculptures to murals, and lighting to lanscapes, we opened the program up to the public and received great applications. The program funded two murals in its two year lifetime and brought the community together while enhancing the public realm of Hollywood.
https://www.foxla.com/news/renowned-la-artist-debuts-colorful-set-the-stage-mural-in-hollywood
"LIGHTS UP: HOLLYWOOD"
In 2019, I was also tasked with creating a funding program for facade-enhancing lighting projects in the Hollywood BID. I created "Lights Up: Hollywood" which was a program that matched funding by property owners to install llighting that highlighted their building facades. The program funded dozens of projects in its two year lifetime and brought light to the public realm for safety as well as facade enhancement.
TRASH CANS IN HOLLYWOOD
My time in Hollywood saw the strategic placement of trash cans throughout the district. I also added hundreds of new trash cans for the district. This saw a significat decrease in litter along the streets and sidewalks.
HOLLYWOOD WAYFINDING SYSTEM
Working closely with the Hollywood Chamber of Commerce, City Council Office, County Supervisor Office, LADOT, and METRO, I finalized the Hollywood Wayfinding System. My work included the proofing each of the hundreds of directional wayfinding signs, their artwork, and managed the installation of and ongoing updates to the entire system. This wayfinding system added dozens of signs and pedestrian kiosks that directed visitors around Hollywood.
TREES IN HOLLYWOOD
During time in Hollywood, I was in charge of the urban forest. I oversaw the maintenance and care for the 1500+ trees and 400+ palms in the district. I also worked closely with City Plants to have almost 100 trees planted in the district by 2023.
SPARK SPOTS
BARKLETS
The City of Los Angeles has some absurd rules about planting trees in wells and we have a few vacant wells that were deemed unplantable. So I conceived, designed, and had seven vacant and unplantable tree wells converted into “Barklets”. These Barklets were designed as a rest spot for the countless dogs in our neighborhood. They were fitted with artificial turf, pet waste stations with bag dispensers and red hydrants to attract dog waste in a concentrated area.