Hollywood Casinos, LLCv.Chateau Celeste, Inc.

Trademark Trial and Appeal Board

Jul 2, 2019

91203686 (T.T.A.B. Jul. 2, 2019)

This Opinion is Not a
Precedent of the TTAB

Hearing: May 2, 2019 Mailed: July 2, 2019

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

Hollywood Casinos, LLC

v.

Chateau Celeste, Inc.
_____

Opposition No. 91203686
_____

Hara K. Jacobs and Tyler R. Marandola of Ballard Spahr LLP,
for Hollywood Casinos, LLC.

Kamran Fattahi of Law Offices of Kamran Fattahi, for Chateau Celeste, Inc.
_____

Before Wellington, Lynch, and Larkin,
Administrative Trademark Judges.

Opinion by Larkin, Administrative Trademark Judge:
Chateau Celeste, Inc. (“Applicant”) seeks registration on the Principal Register of
the mark HOLLYWOOD HOTEL (“HOTEL” disclaimed) in standard characters for
“Bar and cocktail lounge services; Hotel, restaurant and catering services; Providing
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social meeting, banquet and social function facilities; Provision of conference,
exhibition and meeting facilities,” in International Class 43.1
Hollywood Casinos, LLC (“Opposer”)2 opposes the application on two grounds: (1)
under Section 1(a) of the Act, 15 U.S.C. § 1051(a), on the ground that Applicant was
not the owner of the applied-for mark when the opposed application was filed, and
the application was thus void ab initio; and (2) under Section 2(d) of the Trademark
Act, 15 U.S.C. § 1052(d), on the ground that Applicant’s claimed HOLLYWOOD
HOTEL mark so resembles the standard character mark HOLLYWOOD CASINO
(“CASINO” disclaimed) in Opposer’s two registrations for casino services and hotel
services,3 as to be likely, when used on or in connection with the services identified
in the application, to cause confusion, to cause mistake, or to deceive consumers.

1 Application Serial No. 85281324 was filed on March 30, 2011 under Section 1(a) of the
Trademark Act, 15 U.S.C. § 1051(a), based on Applicant’s claim of first use of the mark and
first use of the mark in commerce at least as early as March 2, 2001. Applicant claimed,
under Section 2(f) of the Act, 15 U.S.C. § 1052(f), that the entire mark had become distinctive
of the services identified in the application based on Applicant’s substantially exclusive and
continuous use of the mark in commerce for at least the five years preceding the filing of the
application.
2 This proceeding was filed by Hollywood Casino Corporation, the original owner of the
registrations pleaded in the Notice of Opposition. 1 TTABVUE. (Citations in this opinion to
the record and the briefs refer to TTABVUE, the Board’s online docketing system. Turdin v.
Tribolite, Ltd., 109 USPQ2d 1473, 1476 n.6 (TTAB 2014). Specifically, the number preceding
TTABVUE corresponds to the docket entry number, and any numbers following TTABVUE
refer to the page number(s) of the docket entry where the cited materials or arguments
appear.) Opposer is the successor-in-interest to Hollywood Casino Corporation and the
assignee of the involved registrations, and was substituted into the proceeding in place of
Hollywood Casino Corporation. 39 TTABVUE 2-4.
3 Registration No. 1851759 for casino services issued on August 30, 1994 and was last
renewed in 2014. Registration No. 1903858 for hotel services issued on July 4, 1995 and was
last renewed in 2014.
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The cases are fully briefed,4 and counsel for the parties appeared at an oral
hearing before the panel on May 2, 2019. We sustain the opposition on the lack of
ownership ground, and do not reach Opposer’s Section 2(d) claim.5
I. Trial Record and Evidentiary Matters
A. Trial Record
Subject to our evidentiary rulings below, the record consists of the pleadings,6 the
file of the opposed application, by operation of Trademark Rule 2.122(b), 37 C.F.R.
§ 2.122(b), and the following evidence submitted by the parties:
Opposer’s Evidence
1. Notice of Reliance on (a) pages from the Trademark Status & Document
Retrieval (“TSDR”) database of the United States Patent and Trademark
Office (“USPTO”) regarding multiple registrations assigned to and now
owned by Opposer, offered to “establish the existence of the registrations
and the ownership of the marks contained therein,” 68 TTABVUE 2, 8-257
(Exs. 1-2); (b) certain of Opposer’s responses to Applicant’s discovery

4 Opposer’s main brief was filed in a redacted public form, 96 TTABVUE, and an unredacted
confidential form. 97 TTABVUE.
5 We have “discretion to decide only those claims necessary to enter judgment and dispose of
the case” because our “determination of registrability does not require, in every instance,
decision on every pleaded claim.” Multisorb Tech., Inc. v. Pactiv Corp., 109 USPQ2d 1170,
1171 (TTAB 2013). See Great Seats, Ltd. v. Great Seats, Inc., 84 USPQ2d 1235, 1237 (TTAB
2007) (granting petition to cancel registration on ground that underlying application was void
ab initio because it was not filed by the owner of the mark, and declining to reach petitioner’s
other pleaded claims).
6 The operative pleadings are Opposer’s First Amended Notice of Opposition, 49 TTABVUE
28-32, 53 TTABVUE 3-5, and Applicant’s Answer thereto. 63 TTABVUE. Applicant’s Answer
to Opposer’s First Amended Notice of Opposition denied the salient allegations of that
pleading and did not interpose any affirmative defenses.
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requests, whose relevance is not stated, id. at 258-83 (Exs. 3-5); (c) articles
in various printed publications, offered to “show the use and reputation of
Opposer’s trademarks” and “the use, reputation, and date of first use of
Opposer’s trademarks,” id. at 4-5, 284-324 (Exs. 6-18); (d) the transcript of
the discovery deposition of Applicant’s Rule 30(b)(6) designee Jeff
Zarrinnam and exhibits thereto, offered “to show that Applicant is not the
owner of the applied-for mark,” and on various likelihood of confusion
factors, id. at 5, 324-862 (Ex. 19); (e) definitions of the words “casino” and
“hotel” from the OXFORD ENGLISH DICTIONARY, whose relevance is not
stated, id. at 5, 863-73 (Exs. 20-21); (f) Internet webpages pertaining to the
location of Hollywood, whose relevance is not stated, id. at 5, 874-80 (Exs.
22-23); (g) Internet webpages from Opposer’s Facebook page “showing
examples of consumers referring to Opposer’s services and properties as
‘Hollywood,’” offered to show the strength of Opposer’s marks and their
similarity to the applied-for mark, id. at 5, 881-99 (Ex. 24); and (h) reviews
of Applicant’s hotel property from yelp.com, offered on various likelihood of
confusion factors. Id. at 5-6, 900-29 (Ex. 25);7
2. Opposer’s Rebuttal Notice of Reliance on (a) Applicant’s responses to
various of Opposer’s discovery requests, whose relevance is not stated, 89
TTABVUE 2, 6-60 (Ex. 1); (b) various public records, offered on “the

7 Opposer’s Notice of Reliance was filed in a redacted public form, 68 TTABVUE, covering the
redacted version of Mr. Zarrinnam’s discovery deposition, and an unredacted confidential
form covering the unredacted version of his discovery deposition. 69 TTABVUE.
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credibility of Applicant’s witness Jeff Zarrinnam” and “the ownership of the
applied-for mark,” id. at 2, 61-76 (Exs. 2-6); (c) Internet webpages and
articles, offered on “the credibility of Applicant’s witness Jeff Zarrinnam”
and “the ownership of the applied-for mark,” id. at 3, 77-98 (Exs. 7-10); (d)
the results of a WhoIs search on the domain names hollywoodhotel.net and
thehollywoodhotel.com, offered on “the ownership of the applied-for mark,”
id. at 3, 99-107 (Ex. 11); (e) records from the TSDR database regarding
Applicant’s application to register CHATEAU CELESTE, offered on “the
credibility of Applicant’s witness Jeff Zarrinnam,” id. at 3, 108-203 (Ex. 12);
and (f) copies of three photographs taken by Opposer’s counsel of the front
of the Chateau Celeste Hotel, offered on “the credibility of Applicant’s
witness Jeff Zarrinnam.” Id. at 3, 202-05 (Ex. 13); and
3. The testimony depositions of Kristin Hagn, 90 TTABVUE, and Jennifer
Weissman, 91 TTABVUE,8 and exhibits thereto, and portions of the
testimony deposition of Jeff Zarrinnam, and certain exhibits thereto. 92
TTABVUE.9
Applicant’s Evidence
1. Notice of Reliance on (a) records from the TSDR database and the USPTO’s
Trademark Electronic Search System (“TESS”) database regarding the

8 Ms. Weissman’s transcript was filed in a redacted public form, 91 TTABVUE, and an
unredacted confidential form. 92 TTABVUE.
9 We will cite Mr. Zarrinnam’s discovery deposition as “Zarrinnam Disc. Tr.” and his
testimony deposition as “Zarrinnam Tr.”
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opposed application, 86 TTABVUE 2, 13-17 (Ex. 1); (b) records from the
TSDR and TESS databases regarding Applicant’s Registration No.
2879342 of the mark HOLLYWOOD HOTEL, THE HOTEL OF
HOLLYWOOD (“HOLLYWOOD HOTEL” disclaimed) for hotel services
and other services, offered on the issue of Applicant’s ownership of the
HOLLYWOOD HOTEL mark, “Opposer’s knowledge of this mark,” and
various likelihood of confusion factors, id. at 2, 18-25 (Ex. 2); (c) Applicant’s
responses to certain of Opposer’s discovery requests, whose relevance is not
stated, id. at 2, 26-38 (Ex. 3); (d) Internet webpages, offered on various
likelihood of confusion factors, id. at 2-3, 39-42 (Ex. 4); (e) various public
records regarding active corporations, limited partnerships, and limited
liability companies whose names begin “Hollywood,” whose relevance is not
stated, id. at 3, 43-111 (Exs. 5-6); (f) results of a search of the TESS
database for “live” third-party registrations of marks containing the word
HOLLYWOOD, offered on the weakness and scope of protection of
Opposer’s marks, id. at 3, 112-135 (Ex. 7); (g) TESS and TSDR records of
“live” third-party registrations of marks that begin with the word
HOLLYWOOD, offered on the weakness and scope of protection of
Opposer’s marks, id. at 4-10, 136-343 (Ex. 8); (h) Internet webpages
showing use of the mark HOLLYWOOD BOWL, offered on the weakness
and scope of protection of Opposer’s marks, id. at 10, 344-47 (Ex. 9), (i)
articles regarding the Hollywood Casino Jamul-San Diego, whose
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relevance is not stated, id. at 10, 87 TTABVUE 2-9 (Ex. 10); and (i) the
redacted transcript of the discovery deposition of Jennifer Weissman and
exhibits thereto, offered on various likelihood of confusion factors, 86
TTABVUE 10-11, 87 TTABVUE 10-66 (Ex. 11);10 and
2. The testimony deposition of Jeff Zarrinnam, 98 TTABVUE 1-256, and
exhibits thereto, 98 TTABVUE 257-457; 100 TTABVUE 1-297; 101
TTABVUE 1-277.
C. Evidentiary Matters
In its main brief, Opposer states that Applicant had not yet filed the Zarrinnam
testimony deposition, and argues that “accordingly, the testimony is not of record in
this proceeding.” 96 TTABVUE 11. In its brief, Applicant states that it served the
transcript and exhibits from the deposition on Opposer in June 2018, 104 TTABVUE
8, and that it subsequently filed the transcript and exhibits on October 24, 2018, 98-
101 TTABVUE, which Applicant claims satisfied the requirement in Trademark Rule
2.123(f)(2), 37 C.F.R. § 2.123(f)(2), that Applicant “promptly file” the transcript and
exhibits following certification of the transcript. Id. We agree with Applicant that its
filing of the transcript and exhibits prior to the submission of the case for final
decision satisfied that requirement. See TRADEMARK TRIAL AND APPEAL BOARD
MANUAL OF PROCEDURE (“TBMP”) Section 703.01(k) (June 2018).

10 Ms. Weissman’s discovery deposition was filed in a redacted public form, 87 TTABVUE,
and a redacted confidential version. 88 TTABVUE.
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Applicant objects to the admissibility of certain testimony given by Mr. Zarrinnam
on cross-examination at his testimony deposition regarding the file history of
Applicant’s registration of the CHATEAU CELESTE mark, and to the admissibility
of the file history itself. 104 TTABVUE 56-58. The grounds for objection are that this
cross-examination exceeded the scope of the direct examination, and that the
CHATEAU CELESTE registration is irrelevant to Mr. Zarrinnam’s credibility. Id.
Applicant also appears to object to the admissibility of certain photographs and other
materials “obtained by Opposer’s counsel in 2018” because they also “do not establish
the status of use of the CHATEAU CELESTE mark when the statement of use was
filed on December 22, 2014.” Id. at 58.
We need not rule on these objections because we do not rely on any of the cited
testimony, or photographs or other materials obtained by Opposer’s counsel, and
because, as Applicant acknowledges, id., Opposer made the file history of the
CHATEAU CELESTE registration of record under its rebuttal Notice of Reliance, 89
TTABVUE 108-201, and, as discussed below, we find that the registration is relevant
on the issue of Applicant’s ownership of the applied-for mark.
II. Standing
A threshold issue in every inter partes case is the plaintiff’s standing to challenge
registration. See Empresa Cubana Del Tabaco v. Gen. Cigar Co., 753 F.3d 1270, 111
USPQ2d 1058, 1062 (Fed. Cir. 2014); John W. Carson Found. v. Toilets.com Inc., 94
USPQ2d 1942, 1945 (TTAB 2010). The plaintiff must show that it possesses a real
interest in the proceeding beyond that of a mere intermeddler, and that it has a
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reasonable basis for its belief of damage resulting from registration of the subject
mark. Ritchie v. Simpson, 170 F.3d 1092, 50 USPQ2d 1023, 1025-26 (Fed. Cir. 1999).
Opposer has established its standing by properly making of record under notice of
reliance its two pleaded registrations of HOLLYWOOD CASINO, pursuant to
Trademark Rule 2.122(d)(2), 37 C.F.R. § 2.122(d)(2). 68 TTABVUE 9-39. The
registrations give Opposer a likelihood of confusion claim that is not wholly without
merit. Lipton Indus. Inc. v. Ralston Purina Co., 670 F.2d 1024, 213 USPQ 185, 189
(CCPA 1982). Because Opposer has established its standing to assert a Section 2(d)
claim, it may assert any other ground that would bar registration, including
Applicant’s alleged lack of ownership of the mark shown in the involved application.
See, e.g., Corporacion Habanos SA v. Rodriguez, 99 USPQ2d 1873, 1877 (TTAB 2011).
III. Analysis of Lack of Ownership Claim
A. Applicable Law
Under the Trademark Act, “‘[o]ne must be the owner of a mark before it can be
registered.’” Huang v. Tzu Wei Chen Food Co., 849 F.2d 1458, 7 USPQ2d 1335, 1336
(Fed. Cir. 1988) (quoting Holiday Inn v. Holiday Inns, Inc., 534 F.2d 312, 189 USPQ
630, 635 n.6 (CCPA 1976)); see 15 U.S.C. § 1051(a) (“[t]he owner of a trademark used
in commerce” may apply for its registration). “[A]n application filed by one who is not
the owner of the mark sought to be registered is a void application.’” Hollywood
Casino LLC v. Chateau Celeste, Inc., 116 USPQ2d 1988, 1992 (TTAB 2015) (“Chateau
Celeste I”) (quoting In re Tong Yang Cement Corp., 19 USPQ2d 1689, 1690 (TTAB
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1991)).11 The owner of a mark is the entity that controls the nature and quality of the
goods or services sold under the mark. See generally Noble House Home Furnishings,
LLC v. Floorco Enters., LLC, 118 USPQ2d 1413, 1421 (TTAB 2016). Opposer has the
burden of proving that Applicant was not the owner of the HOLLYWOOD HOTEL
mark when the involved application was filed on March 30, 2011. Chateau Celeste I,
116 USPQ2d at 1998.
B. The Parties’ Arguments
1. Opposer
Opposer’s position is that “Zarco Hotels, Inc. is the owner of the HOLLYWOOD
HOTEL mark, not Applicant, and accordingly, the Application should be deemed void
ab initio.” 96 TTABVUE 42. Opposer relies on several underlying arguments, which
we summarize as follows: (1) Applicant claims that use of the HOLLYWOOD HOTEL
mark began in 1994, and any use of the mark at that point was necessarily by Zarco
Hotels, not Applicant, because Applicant was not formed until 1998, id. at 47-48; (2)
Mr. Zarrinnam testified that the mark has never been assigned to Applicant after
Applicant’s formation, and there is no evidence of such an assignment, id. at 48; and
(3) Zarco Hotels is the entity that has always used the mark, as shown by “all the

11 In Chateau Celeste I, the Board denied Opposer’s motion for summary judgment on its lack
of ownership claim. The Board found that summary judgment was inappropriate,
particularly because Mr. Zarrinnam’s discovery deposition did “not make clear that Applicant
was not, in fact, the owner of the trademark HOLLYWOOD HOTEL at the time the
application was filed,” and “merely establishe[d] that Applicant was not the owner of the
physical property known as the Hollywood Hotel located at 1160 North Vermont Avenue in
Hollywood.” Chateau Celeste I, 116 USPQ2d at 1998.
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contemporaneous evidence” reflecting its use, id. at 42, 48, and Applicant’s claim that
it licenses the mark to Zarco Hotels is not credible. Id. at 44-47.
Opposer attacks the credibility of Mr. Zarrinnam’s trial testimony primarily on
the ground that it is a “repackaging” of his declaration and a purported errata sheet
to his discovery deposition that Applicant submitted in response to Opposer’s
summary judgment motion, 96 TTABVUE 43-44, both of which were rejected by the
Board in Chateau Celeste I.12 Chateau Celeste I, 116 USPQ2d at 1997-98 (declining to
consider errata sheet because “Applicant has not provided credible reasons for the
wholesale substantive changes sufficient to overcome their questionable timing and
nature of the changes” and declining to consider Mr. Zarrinnam’s “contradictory
declaration” to his “clear answers to Opposer’s unambiguous questions” at his
discovery deposition because to do so “would contravene our determination with
regard to Mr. Zarrinnam’s errata sheet” and enable Applicant to avoid summary
judgment “by simply submitting a sham affidavit that reiterates the points in the
errata sheet”).
2. Applicant
Applicant’s position is that it “was considered to be the owner of the
HOLLYWOOD HOTEL mark at the time of filing the application therefor.” 104
TTABVUE 56. Applicant summarizes the underlying bases for its position as follows:
The collective expectations of [Applicant and Zarco Hotels],
their objective manifestations, pattern of practice, internal
workings, registration of the long version of the mark

12 Opposer also claims that Mr. Zarrinnam’s credibility is undermined by his “prior false
statements to the USPTO” in a separate application. 96 TTABVUE 48-49.
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[HOLLYWOOD HOTEL, THE HOTEL OF HOLLYWOOD]
in the name of Chateau Celeste, Inc. in 2004 (which is
conclusive evidence of ownership), the 2011 application for
the short version of the mark in the name of the same
entity, payment to Chateau Celeste, Inc. for the
management services provided by Jeff Zarrinnam, and the
trial testimony of the person with main responsibility for
running the HOLLYWOOD HOTEL since the very
beginning.
Id.
Applicant complains that “Opposer has essentially recycled and reinstated its
previously denied motion for summary judgment” because “Opposer’s claim is
essentially based on the same testimony that it obtained several years ago during the
discovery deposition of Applicant - the same testimony which the Board previously
found did not prove Opposer’s claim” in Chateau Celeste I. Id. at 50. Applicant
concedes that Zarco Hotels has always owned the property on which the hotel is
located and operated the hotel under the applied-for mark, id. at 51, 53, 55, and that
there was neither a formal assignment of rights in the HOLLYWOOD HOTEL mark
from Zarco Hotels to Applicant, nor a formal written licensing agreement regarding
the mark between Applicant and Zarco Hotels. Applicant claims that neither an
assignment nor a license was necessary for Applicant to have owned the mark at the
time of filing. Id. at 52-53. According to Applicant:
It would be sufficient that Chateau Celeste, Inc. was
formed to own and control the use of the HOLLYWOOD
HOTEL mark, and that the use of that mark by Zarco
Hotels, Incorporated (as a “related company”) was
controlled by Chateau Celeste, Inc. through the services of
Chateau Celeste, Inc.’s President/CEO and sole
owner/employee [Mr. Zarrinnam].
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Id. at 55. Applicant argues that there is an oral license between Applicant and Zarco
Hotels with respect to use of both the applied-for mark and the “long-form” version of
that mark, id. at 53-54, and that when Applicant filed to register the applied-for mark
it was already the owner of a seven year-old registration of the long-form mark. Id.
at 54. Applicant claims that “the business surrounding the HOLLYWOOD HOTEL
property and establishment is a closely held, family business,” id. at 55, and that
“although Opposer is attempting to paint a picture that the formalities that may be
used by large corporations were not technically followed in this case,” Applicant “and
its related entities and personalities have in fact complied with the laws regarding
ownership of the subject mark and applying for the mark under the name of the
owner.” Id. Applicant also notes that there was and is no dispute among Mr.
Zarrinnam, Applicant, and Zarco Hotels as to Applicant’s ownership of the applied-
for mark when the involved application was filed. Id. at 55-56.
C. Factual Findings Relevant to Ownership Issue
The threshold issue regarding ownership is how Applicant came to be the owner
of the applied-for mark, which Applicant contends came into existence by virtue of its
use by Zarco Hotels several years before Applicant was formed.13 We set forth below
our factual findings relevant to that issue.

13 In the opposed application, Applicant claimed March 2, 2001, a date several years after
Applicant’s formation, as the date of first use and first use in commerce of the HOLLYWOOD
HOTEL mark. Mr. Zarrinnam testified at trial that use actually began in 1994, Zarrinnam
Tr. 26:25-27:17, and, as discussed below, the record amply supports this claim. Cf. Hydro-
Dynamics, Inc. v. George Putnam & Co., 811 F.2d 1470, 1 USPQ2d 1772, 1773 (Fed. Cir. 1987)
(for priority purposes, proof of a first use date earlier than that claimed in application
requires “clear and convincing” evidence).
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1. Zarco Hotels
Zarco Hotels is a real estate holding company that was formed in 1994. Zarrinnam
Disc. Tr. 15:19-20; Zarrinnam Tr. 18:4-5.14 Mr. Zarrinnam is the President and CEO
of Zarco Hotels, and one of its shareholders. Zarrinnam Tr. 13:22-23; 17:15-18:1. In
January 1994, Zarco Hotels bought the real property at 1160 North Vermont Avenue
in Los Angeles, California, Zarrinnam Tr. 16:19-22, and since then has been the sole
owner of that property. Zarrinnam Disc. Tr. 29:1-7; Zarrinnam Tr. 28:21-24. The 1160
North Vermont Avenue property is the only one owned by Zarco Hotels. Zarrinnam
Tr. 186:18-23. Mr. Zarrinnam has managed the Hollywood Hotel as its Hotel Director
and General Manager since its purchase by Zarco Hotels. Zarrinnam Tr. 191:7-16.
A hotel named the “Hollywood Legacy Hotel” was operating on the 1160 North
Vermont Avenue property when Zarco Hotels bought it in 1994. Zarrinnam Tr. 18:19-
19:1. The name of the hotel was changed within a few months of the purchase to the
“Hollywood Hotel,” which Mr. Zarrinnam testified opened for business by June 1994.
Zarrinnam Tr. 19:5-25; 20:12-22:10; Ex. 1. He testified that the name change was
made to follow the legacy of a previous “Hollywood Hotel” that had operated on the
property until it was closed in 1964, and because the hotel was located in Hollywood,
California. Zarrinnam Tr. 34:14-35:2; 38:12-41:19; Ex. 4.
The Hollywood Hotel was first rated by the American Automobile Association in
1995. Zarrinnam Tr. 41:22-42:13; Ex. 5. The Hollywood Hotel began an affiliation

14 At his discovery deposition, Mr. Zarrinnam identified another real estate holding company
called Zarco Hotels, LLC, Zarrinnam Disc. Tr. 15:3-8, but did not discuss its business.
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that year with Ramada, Zarrinnam Disc. Tr. 46:22-25, and it joined the Ramada
franchise reservation system and was referred to as “Hollywood Hotel, a Ramada
Hotel” during the period of the affiliation. Zarrinnam Disc. Tr. 22:22-23:3; 48-12-23;
Zarrinnam Tr. 22:11-23:3. The hotel remained affiliated with Ramada until 2009.
Zarrinnam Disc. Tr. 28:19-21; 49:19-21. We reproduce below an advertisement for the
Hollywood Hotel while it was affiliated with Ramada:

Zarrinnam Disc. Tr. 125:13-126:25; Ex. 19 (68 TTABVUE 691).
Zarco Hotels was listed as the user of various fictitious business names, including
“Hollywood Hotel and Conference Center Near Universal Studios,” on a fictitious
business name statement that was filed in Los Angeles County in June 2003 and that
claimed use of that name beginning in December 1994. Zarrinnam Disc. Tr. 38:16-
41:1; 45:1-15; Ex. 4. Zarco Hotels has always had between 40-50 employees,
Zarrinnam Tr. 186:10-17, and it holds various operating permits for the Hollywood
Opposition No. 91203686
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Hotel, Zarrinnam Tr. 20:6-21:16; Ex. 1 (68 TTABVUE 805-06), together with multiple
seller’s permits for sales tax collection, tax registration certificates, public health
licenses, and Police Commission permits relating to the 1160 North Vermont Avenue
property. Zarrinnam Disc. Tr. 226:13-229:10; Ex. 41 (68 TTABVUE 801, 803, 806-07,
810). Mr. Zarrinnam testified at this discovery deposition that Zarco Hotels controls
the nature and quality of the services that are provided by the Hollywood Hotel.
Zarrinnam Disc. Tr. 15:25-16:3.
Zarco Hotels has been identified as the owner and operator of the Hollywood Hotel
in multiple public-facing materials. Zarrinnam Disc. Tr. 218:24-220:11; Ex. 39 (68
TTABVUE 785-86 (“Zarco Hotels Inc. has owned and operated Hollywood Hotel – The
Hotel of Hollywood® since 1994”)); Zarrinnam Tr. 52:13-22; 57:24-58:3; Ex. 8 (98
TTABVUE 357). An example is the Los Angeles Magazine page reproduced below:

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Zarrinnam Tr. 59:4-8; Ex. 8 (98 TTABVUE 374-78).
2. Applicant
Applicant was incorporated in Nevada in 1998, four years after the formation of
Zarco Hotels, as “Zarco Property Management, Inc.” (“Zarco Property”). Zarrinnam
Tr. 18:5-18; 87:18-22; Ex. 15. Zarco Property was qualified to conduct business in
California as a foreign corporation in 1999. Zarrinnam Tr. 85:24-88:17; Ex. 15. Mr.
Zarrinnam described Applicant as a real estate holding company like Zarco Hotels.15
Zarrinnam Disc. Tr. 15:13-15. Mr. Zarrinnam has been President and CEO of
Applicant since its formation, and is its sole employee and shareholder. Zarrinnam
Disc. Tr. 13:15-20; 17:11-18; Zarrinnam Tr. 186:3-6.
Around the time of its incorporation, Zarco Property purchased the real property
at 1175 North Vermont Avenue, Zarrinnam Tr. 186:24-187:12, which is located across
the street from the 1160 North Vermont Avenue property on which Zarco Hotels has
operated the Hollywood Hotel since 1994. Zarrinnam Disc. Tr. 19:20-20:5, 21-24. An
“apartment hotel” called the “Chateau Celeste Hotel” that offered both permanent
and temporary lodging was operating at the 1175 North Vermont Avenue property
when Zarco Property bought it, Zarrinnam Tr. 187:13-15, 25-188:22, and Mr.
Zarrinnam managed that hotel in his capacity as Zarco Property’s President and CEO
until the hotel closed for renovation. Zarrinnam Tr. 188:10-190:7; Zarrinnam Disc.

15 At his discovery deposition, Mr. Zarrinnam identified another real estate holding company
called Chateau Celeste, LLC, Zarrinnam Disc. Tr. 15:9-12, but did not discuss its business.
Opposition No. 91203686
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Tr. 21:22-22:4. Mr. Zarrinnam could not recall when the Chateau Celeste Hotel was
closed. Zarrinnam Tr. 187:16-18; 188:23-189:3.
In a “Statement of Information” filed with the California Secretary of State in
February 2005, Zarco Property listed its business address as 1175 North Vermont
Avenue, and described its business as “Vacant Land.” Zarrinnam Tr. 85:24-88:17; Ex.
15. Mr. Zarrinnam testified that Zarco Property changed its name to Chateau Celeste,
Inc. in 2009 because that “was the name of the other property.” Zarrinnam Disc. Tr.
52:21-25; Zarrinnam Tr. 87:23-88:12; Ex. 15.
On May 3, 2003, Zarco Property filed an application to register HOLLYWOOD
HOTEL, THE HOTEL OF HOLLYWOOD for various services. Zarrinnam Tr.25:2-8;
Ex. 2. Mr. Zarrinnam characterized this mark as the longer version of the
HOLLYWOOD HOTEL mark shown in the opposed application. Zarrinnam Tr. 26:1-
15. He prepared and submitted the 2003 application to register HOLLYWOOD
HOTEL, THE HOTEL OF HOLLYWOOD without the assistance of an attorney.
Zarrinnam Tr. 26:20-24. As noted above, Mr. Zarrinnam testified that the March 2,
2001 claimed date of first use of both versions of the mark was wrong because use of
both marks began at least as early as June 1994. Zarrinnam Tr. 26:25-27:17.
On May 29, 2011, Applicant filed an intent-to-use application to register
CHATEAU CELESTE for bar and cocktail lounge services, hotel, restaurant and
catering services, providing social meeting, banquet and social function facilities, and
provision of conference, exhibition, and meeting facilities. 89 TTABVUE 199-201.
Several years after the application was allowed, Applicant filed a statement of use
Opposition No. 91203686
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claiming first use on December 18, 2014. Id. at 129-131. A registration issued in
February 2015, id. at 114, but, as Applicant notes, Applicant surrendered the
registration in June 2018. 104 TTABVUE 58 (citing 89 TTABVUE 108-113). At the
time of trial, what Mr. Zarrinnam called the “Chateau Celeste property” at 1175
North Vermont Avenue was “a vacant building, undergoing renovation.” Zarrinnam
Tr. 187:2-4, 7-8. He testified that when the renovation was complete, the hotel would
again be called the Chateau Celeste. Zarrinnam Disc. Tr. 19:20-25; 20:6-14, 25-21:11.
3. The Relationship Between Zarco Hotels and Applicant
Mr. Zarrinnam described the affiliation between Applicant and Zarco Hotels, and
the connection of Applicant to the 1160 North Vermont Avenue property, as “me.”
Zarrinnam Disc. Tr. 14:11-13, 19-21. He testified that there is an oral license between
the companies, Zarrinnam Tr. 197:9-14, in which “I give permission to the other
company [Zarco Hotels] to use [the mark].” Zarrinnam Tr. 198:10-11. In response to
a question as to whether there is a license fee, Mr. Zarrinnam responded “I mean, I
get paid.” Zarrinnam Tr. 199:5-6. He explained that the fee is “tied with the money
that I receive.” Zarrinnam Tr. 199:8-15. He testified that there is no “line item”
showing the license fee from Zarco Hotels to Applicant, but that the consideration for
the license was “[t]hat I am being paid by Zarco Hotels, Incorporated, to manage the
hotel. It kind of comes with the territory.” Zarrinnam Tr. 200:8-16. He explained that
Applicant provides management services to Zarco Hotels “kind of under my umbrella
- - me, personally, providing those services on behalf of Chateau Celeste, Inc. to Zarco
Hotels, Incorporated.” Zarrinnam Tr. 200:17-21.
Opposition No. 91203686
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He also explained how he sets other terms of the claimed oral license, such as
scope of the permitted services, and its term and termination provisions. With respect
to its scope, “the permission is from me, as President and CEO of Chateau Celeste,
Inc., to Zarco Hotels, Incorporated, as its President and CEO.” Zarrinnam Tr. 201:22-
24. As to its term and termination, he testified that “I renew it annually with Zarco
Hotels, Inc.” by “saying so. By thinking about it, I renew it,” Zarrinnam Tr. 202:2-9,
and that “I can terminate it at any time” and “I don’t have to give a reason.”
Zarrinnam Tr. 203:2-5. He explained that termination of the agreement by Zarco
Hotels involves “a thought process. I just have to think about it and say, ‘I don’t want
to’ - -.” Zarrinnam Tr. 203:6-11. He testified that “[m]e, as President of Zarco Hotels,
Incorporated, if I don’t want to use it or accept the ‘Chateau Celeste’ mark - - I mean
the ‘Hollywood Hotel’ mark from Chateau Celeste, Inc., then it will be terminated.”
Zarrinnam Tr. 203:12-16.
D. Analysis of Ownership of the HOLLYWOOD HOTEL Mark
The facts summarized above establish that the HOLLYWOOD HOTEL mark was
in use for several years before Applicant was formed in 1998. When the mark was
first used in 1994, it was necessarily owned by Zarco Hotels, the entity that was then
(and always has been) the owner of the 1160 North Vermont Avenue property, the
operator of the hotel located on that property, and the provider of the hotel services
rendered there under the HOLLYWOOD HOTEL mark. These circumstances beg the
question of how Applicant came to own the mark that it seeks to register.
Mr. Zarrinnam was directly asked that question on cross-examination at his
testimony deposition:
Opposition No. 91203686
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Q How did Chateau Celeste, Inc., become the owner of the
‘Hollywood Hotel’ mark?
Mr. Fattahi: Objection as to form.
THE WITNESS: We applied for the mark earlier, and we
received that mark back in 2003, I believe.
Zarrinnam Tr. 183:8-12. His answer does not explain how Applicant came to own the
mark, but he subsequently made it clear that ownership was not acquired through
an assignment from Zarco Hotels:
Q. Okay. Has anyone else transferred its ownership of the
‘Hollywood Hotel’ mark to Applicant?
A. No.
Zarrinnam Tr. 184:10-12.
Applicant’s counsel was also asked about Applicant’s acquisition of the mark at the
oral hearing. His principal response was that Applicant was created to own the mark,
a position that echoes Applicant’s argument in its brief that it “was formed to own
and control the use of the HOLLYWOOD HOTEL mark . . . .” 104 TTABVUE 55.
Applicant cites Lyons v. Am. Coll. of Veterinary Sports Med. & Rehab., 859 F.3d
1023, 123 USPQ2d 1024 (Fed. Cir. 2017), Tzu Wei Chen Food, supra, Moreno v. Pro
Boxing Supplies, Inc., 124 USPQ 1028 (TTAB 2017), Ballet Tech Found. Inc. v. Joyce
Theater Found., Inc., 89 USPQ2d 1262 (TTAB 2008), vacated by stipulation following
settlement, Opp. No. 91180789/Cancellation No. 92042019 (TTAB November 14,
2013), Great Seats, supra, Pneutek, Inc. v. Scherr, 211 USPQ 824 (TTAB 1981), Smith
Int’l Inc. v. Olin Corp., 209 USPQ 1033 (TTAB 1981), and Am. Mfg. Co. v. Phase
Indus., Inc., 182 USPQ 498 (TTAB 1976), in support of its arguments that “[w]hen a
Opposition No. 91203686
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mark is used by a related company, the owner is the party who controls the nature
and quality of the goods sold or services rendered under the mark,” 104 TTABVUE
49, and that “a formal assignment or transfer of any rights to the trademark
HOLLYWOOD HOTEL (the short version) or to the trademark HOLLYWOOD
HOTEL, THE HOTEL OF HOLLYWOOD (the long version) was not necessary or
legally required” for Applicant to own the marks because Applicant was allegedly
formed for that purpose. Id. at 55. We will first discuss these cases and then apply
their legal principles, as appropriate, to the facts here.
1. Federal Circuit Cases
Applicant cites Lyons for the proposition that “in trademark ownership disputes,
the collective expectations of the parties, as objectively manifested, by their actions
and conduct at the time of filing the trademark application is relevant to a
determination of which person or entity was the owner of the mark.” 104 TTABVUE
56. Lyons involved an ownership dispute between a number of veterinarians who
formed a committee to organize a veterinary specialist organization. After Dr. Lyons
was dismissed from the committee, she registered the mark THE AMERICAN
COLLEGE OF VETERINARY SPORTS MEDICINE AND REHABILITATION,
which had been used by the committee while she was a member. The committee
sought cancellation of the registration, and the Board concluded that she did not own
the mark when the application that matured into her registration was filed.
The Federal Circuit affirmed, accepting the Board’s analytical framework, which
focused on “(1) the parties’ objective intentions or expectations; (2) who the public
Opposition No. 91203686
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associates with the mark; and (3) to whom the public looks to stand behind the quality
of goods or services,” Lyons, 123 USPQ2d at 1028, because it was appropriate “for
resolving ownership disputes when there has been a departure from or change of
membership in a group, and, in the absence of a formal agreement governing
ownership of the mark, both the departing member and the remnant group claim
ownership of the mark.” Id. Because this case does not involve that type of ownership
dispute, we do not find Lyons helpful to our analysis here.
Applicant cites Tzu Wei Chen Food for the proposition that an assignment of the
HOLLYWOOD HOTEL mark from Zarco Hotels to Applicant “was not necessary or
legally required.” 104 TTABVUE 55. In that case, a trademark application was signed
by an individual in his own name while his separate application for incorporation in
the state of Iowa was pending. The application for incorporation was granted, and a
corporation was thus formed, two days before the USPTO received the trademark
application for filing. 7 USPQ2d at 1335. The parties, the Board, and the Federal
Circuit all agreed “that, in accordance with the terms of incorporation, ownership of
the trademark . . . passed on [the date of incorporation] to the newly formed
corporation,” and that “ownership of the mark was acquired by the corporation
between the time of execution of the application for registration by [the individual]
and receipt of the application by the PTO.” Id. The Federal Circuit noted that the
Board had previously held in Am. Mfg. Co. and Diebold, Inc. v. Multra-Guard, Inc.,
189 USPQ 119 (TTAB 1975), that neither a formal assignment of a mark nor
recordation of an assignment in the USPTO was necessary to pass title of trademark
Opposition No. 91203686
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rights under certain circumstances, and the court held that because title had passed
through the “terms of incorporation,” the named applicant did not own the applied-
for mark when the application was filed through its receipt by the USPTO. The
application was thus void because it was filed by someone other than its owner, in
violation of Section 1(a) of the Trademark Act. 7 USPQ2d at 1336.
2. Board Cases16
Am. Mfg. Co. and Diebold
The Board’s Am. Mfg. Co. and Diebold cases cited by the Federal Circuit in Tzu
Wei Chen Food, as well as the Board’s Ballet Tech and Great Seats cases cited by
Applicant, discuss additional circumstances under which ownership of a mark may
pass without an assignment. In Am. Mfg. Co., a company that owned several
registrations was merged into a company that filed a cancellation proceeding based
on the registrations without recording an assignment to the petitioner. In response
to a claim that the petitioner did not own the registrations, the Board held that “[a]
merger of one corporation into another effects a transfer of all of the business, assets,
and liabilities of the acquired corporation into the surviving corporation,” and the

16 The Board’s Moreno, Smith Int’l, and Pneutek cases cited by Applicant in support of its
related company argument are inapposite on the facts here. The Board discussed the related
company doctrine under Section 5 of the Trademark Act in all three cases, but did not rely
on it to resolve an ownership dispute in any of them. Moreno decided “[w]hether a licensee
can assert priority based on use by the licensee of the licensed mark.” Moreno, 124 USPQ2d
at 1030. Pneutek involved a written license agreement and resolved in the affirmative the
question of whether a licensor could own a mark that was only used by its licensee. Pneutek,
211 USPQ at 830-833. In Smith Int’l, the Board construed written agreements to decide
ownership and found that the plaintiff’s registration was void because “it is apparent from
the agreements that a legal interest or right of ownership [in the mark] did not vest in” it.
Smith Intl, 209 USPQ at 1044-45.
Opposition No. 91203686
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“common law trademark and service mark rights of the acquired corporation as well
as the statutory rights shown by the registrations must necessarily be presumed to
have passed to the surviving corporation, petitioner herein.” Am. Mfg. Co., 182 USPQ
at 500.
In Diebold, the applicant Multra-Guard, Inc. claimed that it had priority of use
vis-à-vis the opposer because it could rely on prior use of the subject mark by another
corporation, Multronics, Inc. “No written assignment from Multronics, Inc. to Multra-
Guard, Inc. was made of record but there was testimonial evidence that the latter
corporation was created as a wholly owned subsidiary by Multronics, Inc. to continue
the alarm business initiated by Multronics, Inc. under the mark “MULTRA-
GUARD.’” Diebold, 189 USPQ at 124. The Board found that the record showed that
“officials of the parent and wholly owned subsidiary were the same and the person
who functioned as the chief promoter of ‘MULTRA-GUARD’ alarm systems sales took
the same position with Multra-Guard, Inc.,” and that “the wholly owned subsidiary’s
place of business was close to that of the parent and it continued the business under
the mark ‘MULTRA-GUARD’ previously conducted by Multronics, Inc.” Id. “In
popular parlance, the Multra-Guard, Inc. business was a spin-off from Multronics,
Inc.” Id. The Board was persuaded “that Multra-Guard, Inc. . . . was the successor in
interest to Multronics, Inc. with regard to the business and goodwill under the mark
‘MULTRA-GUARD’ and that the use of that mark by Multronics, Inc. inured to the
benefit of its former wholly owned subsidiary, Multra-Guard, Inc., the party who filed
the application for registration of ‘MULTRA-GUARD.’” Id.
Opposition No. 91203686
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Ballet Tech
Ballet Tech was a “dispute between a landlord and its tenant regarding the
ownership of the name of the Joyce Theater,” which was operated by the tenant.
Ballet Tech, 89 USPQ2d at 1264. After reviewing a complicated record regarding the
creation, common management, and activities of both parties, the Board found that
“petitioner is the owner of the JOYCE marks and that respondent is using the JOYCE
marks pursuant to an implied license.” Id. at 1271. The Board held that “ownership
of a service mark may be acquired through controlled use by one’s related companies
(or licensees) even in the absence of any use by the purported trademark owners.” Id.
The Board summarized the facts that led it to the conclusion that the petitioner
owned the mark, even though it was used by the respondent, as follows:
Petitioner bought the Elgin Theater and intended to
operate it as the Elgin Theater unless a donor agreed to
contribute a significant sum to finance the renovation of
the theater. After LuEsther Mertz made substantial
contributions for acquisition and renovation of the Elgin
Theater, she agreed that the theater could be renamed the
“Joyce Theater” in honor of her late daughter. After
petitioner purchased the Elgin Theater, it established
respondent to operate the theater. Petitioner controlled
respondent from respondent’s creation until 1993 by virtue
of the interlocking directors comprising Eliot Feld, Cora
Cahan and Peter Felcher. In fact, respondent was designed
so that petitioner would maintain effective control over it.
Under these circumstances, we find that petitioner selected
the JOYCE name and intended to control its use through
an authorized licensee. We agree with Eliot Feld that it
would be “ludicrous” to contend that petitioner did not own
the JOYCE marks after petitioner purchased the Elgin
Theater, did all the work raising the funds and renovating
the theater, and took all of the risk involved in the
undertaking. Moreover, petitioner’s claim of ownership is
further supported by the decision that the theater would be
Opposition No. 91203686
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called the Joyce Theater forever because no matter who
managed the theater for petitioner, the theater would
always be called the Joyce Theater.
Id.
Great Seats
In Great Seats, the Board found that a registration of the mark GREAT SEATS
INC. (stylized) was void because the underlying application had been filed by
someone other than the owner of the mark.17 In 1978, an individual named Matta
became involved in the business of selling tickets for entertainment events and
acquired the nickname “Great Seats” because of his ability to obtain desirable tickets
for his customers. Great Seats, 84 USPQ2d at 1237. In 1990, he formed a corporation
called Wholesale Tickets, Inc., which changed its name in 1994 to Premier
Entertainment, Inc. (“PEI”), under which he continued to conduct his ticket
brokerage business. He was its president and initially its sole shareholder. Id. In
1995, PEI began using the GREAT SEATS mark in advertising, and it continued use
of the mark up to the time of trial in 2006. Id. at 1237-38.
In 1997, Matta formed a second corporation called Great Seats, Inc. (“GSI”). He
was the president and secretary/treasurer of GSI, and he and his wife were the
company’s only shareholders. Id. at 1238. GSI’s corporate counsel testified at trial
that GSI was a “shell corporation” formed to reserve the Great Seats trade name and

17 The Board did so at final hearing, after denying the petitioner’s motion for summary
judgment on the lack of ownership claim. Great Seats, 84 USPQ2d at 1237 n.4.
Opposition No. 91203686
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apparently to hold the GREAT SEATS mark if it was determined that the mark was
a good marketing vehicle. Id.
Before and after the formation of GSI, all use of the GREAT SEATS mark in
connection with ticket brokerage services and in advertising was made by PEI, not
GSI. Id. “There [was] no evidence of any transfer of rights in the GREAT SEATS
designation from [PEI] to [GSI] upon the latter’s formation, or at any time thereafter,”
or “that [PEI’s] use of the mark was controlled by the new [GSI] corporation.” Id.
In April 1997, GSI filed an application signed by Matta to register GREAT SEATS,
which matured into the registration that was at issue in the case. The claimed date
of first use of the mark was prior to the formation of GSI, and the referenced use was
by PEI, not GSI. Id. Matta testified at trial in 2006 that he was unaware, prior to the
cancellation proceeding, of the formation of GSI, and that he signed the application
filed by GSI under the belief that it was a continuation of the business that he had
begun in his personal capacity years before. Id. at 1238-39.
In determining whether GSI owned the GREAT SEATS mark when the
application to register it was filed, the Board began its analysis by noting that when
GSI filed the application, it had never used the mark and all use had been by PEI.
The Board stated that GSI appeared to make two arguments why it nevertheless
owned the mark. The first was that “[PEI] and [GSI] were merely earlier and later
manifestations of the same single continuing commercial enterprise, such that [PEI’s]
use of the mark prior to and as of the filing date in fact constituted use by [GSI].” Id.
at 1239. The second was that even if PEI and GSI were separate entities, they were
Opposition No. 91203686
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related companies under Section 5 of the Trademark Act, “with [PEI’s] use of the
mark prior to the application filing date having been controlled by Mr. Matta, and
having inured to the benefit of the applicant [GSI].” Id.
The Board rejected the first argument because PEI and GSI “were not merely
earlier and later manifestations of the same, single commercial enterprise” because
PEI “clearly did not cease to exist upon formation of [GSI], but rather continued in
business and continued to use the mark.” Id. at 1240-41. Given the absence of
“evidence of any transfer of rights and goodwill in the mark from [PEI] to [GSI] upon
the latter’s formation,” the companies “constituted separate legal entities, and the
application was filed by the wrong one.” Id. at 1241. The Board found that the facts
were more similar to those in Tzu Wei Chen Food than to those in the cases where
the Board had recognized the concept of a single commercial entity.18
With respect to the related company argument, the Board found that GSI had to
show that as of the application filing date, GSI controlled the nature and quality of
the services rendered by PEI, the corporation actually using the mark. Id. at 1242.
The Board clarified that “the issue is not whether [PEI] was a related company of Mr.
Matta, or whether an application filed by Mr. Matta based on use by [PEI] might have
been a valid application,” but rather “whether [PEI] was a related company with
respect to the applicant [GSI].” Id. at 1242-43. The Board acknowledged that Matta

18 The Board also analogized the case to Daltronics, Inc. v. H.L. Dalis, Inc., 158 USPQ 475
(TTAB 1968), in which the Board had found, for priority purposes, that an opposer could not
tack on the prior use of the subject mark by a separate corporation even though “the same
individual was the president and sole stockholder of both corporations, and he treated both
companies as his alter egos.” Great Seats, 84 USPQ2d at 1241.
Opposition No. 91203686
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was the president and controlling shareholder of both corporations, and that they
shared the same premises, but held that “it is well settled that these points of
commonality between the two corporations do not suffice to make the corporations
related companies under Trademark Act Section 5.” Id. at 1243.
The Board found that there was no evidence “of any license or other arrangement
between [PEI] and the applicant [GSI] by which the latter controlled the former’s use
of the mark with respect to the nature and quality of the services rendered under the
mark.” Id. “The mere fact that Mr. Matta may have controlled both corporations does
not suffice to establish that the applicant [GSI], itself, controlled [PEI’s] use of the
mark.” Id. The Board found that “any such control by Mr. Matta over [PEI’s] use of
the mark was exercised by Mr. Matta either in his capacity as principal executive
officer of [PEI] itself, or in his individual capacity as owner of both corporations,” and
that there was “no evidence that Mr. Matta’s control over [PEI] was exercised in his
capacity as an office of the applicant [GSI].” Id. (citing In re Ravine Marine, Inc., 217
USPQ 68 (TTAB 1983)). The Board concluded that the record was “devoid of evidence
sufficient to establish that [GSI], itself, controlled [PEI’s] use of the mark with respect
to the nature and quality of the services rendered under the mark.” Id.
3. Application of the Ownership Principles of the Cases to the Facts
The cases discussed above show that under certain circumstances, ownership of a
mark may pass from one entity to another without an assignment, and that one
company may become the owner of a mark by controlling its use by a related company.
They do not support Applicant’s claimed ownership of the HOLLYWOOD HOTEL
Opposition No. 91203686
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mark, however, because the record does not show that Applicant became the owner
of the mark in any of the ways discussed in the Tzu Wei Chen Food, Am. Mfg. Co.,
Diebold and Ballet Tech cases, or was a related company to Zarco Hotels under the
test for relatedness between separate corporate entities set forth in Great Seats.
Unlike in Tzu Wei Chen Food, there is no evidence that Applicant’s “terms of
incorporation” provided that it would own the HOLLYWOOD HOTEL mark. Unlike
in Am. Mfg. Co. and under the respondent’s first theory in Great Seats, Applicant did
not become the owner of the mark as the survivor of a merger with Zarco Hotels,
which continued to exist, and to operate the Hollywood Hotel, after Applicant’s
formation. Unlike in Diebold, there is no evidence that Applicant was a wholly owned
subsidiary of Zarco Hotels, a “spin-off” of that company created to continue to conduct
Zarco Hotels’ business. Finally, like the petitioner in Ballet Tech, Zarco Hotels
selected the name for the hotel on the Hollywood Hotel property and owned and
developed that hotel, but unlike in Ballet Tech., Zarco Hotels operated it as well. The
Board’s analysis in Ballet Tech that the founder, developer, and owner of the property
on which the theater was located, not the entity that was formed to operate it, owned
the mark for the theater, applies with even greater force here because Applicant
never operated the Hollywood Hotel and, as discussed in more detail below, there is
no evidence that Applicant was formed for that purpose.
The facts here closely resemble those in Great Seats. As in that case, when the
application at issue here was filed, there were two separate companies in existence,
one individual was an officer and the controlling shareholder of both, and both had a
Opposition No. 91203686
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common address. As the Board noted in Great Seats, however, “it is well settled that
these points of commonality between the two corporations do not suffice to make the
corporations related companies under Trademark Act Section 5.” Great Seats, 84
USPQ2d at 1243. Under the related company standard set forth in Great Seats,
Applicant must show that when the application was filed, Applicant, not Mr.
Zarrinnam personally, controlled the nature and quality of the services rendered by
Zarco Hotels, the corporation actually using the HOLLYWOOD HOTEL mark. Id. at
1242.
Applicant argues that it was formed for that very purpose, “to and control the use
of the HOLLYWOOD HOTEL mark,” 104 TTABVUE 55, but Mr. Zarrinnam never
testified that this was the company’s raison d’être, despite having had two
opportunities to do so, including one following the denial of Opposer’s summary
judgment motion on ownership. He simply described Applicant as a “real estate
holding company” like Zarco Hotels, and the Zarco Hotels, LLC and Chateau Celeste,
LLC companies that he also mentioned in his testimony. Zarrinnam Disc. Tr. 15:3-
15. His testimony and other record evidence establish that Applicant: (i) purchased
the real property at 1175 North Vermont Avenue shortly after its formation,
Zarrinnam Tr. 186:24-187:12; (ii) is the once and future operator of the Chateau
Celeste hotel located on that property, Zarrinnam Disc. Tr. 19:20-25; 20:6-14; 21:22-
22:4; 25-21:11; Zarrinnam Tr. 187:2-15, 25-190:7; (iii) represented to the California
Secretary of State in 2005 that its address was 1175 North Vermont Avenue, where
the Chateau Celeste hotel was and will be located, and that its business was “Vacant
Opposition No. 91203686
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Land,” suggesting that it was the developer of the referenced property, Zarrinnam
Tr. 85:24-88:17; Ex. 15; and (iv) registered the CHATEAU CELESTE mark for hotel
services, and a variety of other services including “providing social meeting, banquet
and social function facilities” and “provision of conference, exhibition and meeting
facilities.” 89 TTABVUE 114, 129-131. Applicant even changed its name from Zarco
Property to Chateau Celeste, Inc. to correspond to the name of the hotel on its
property. Zarrinnam Disc. Tr. 52:21-25; Zarrinnam Tr. 87:23-88:12; Ex. 15.
Mr. Zarrinnam’s description of Applicant’s formation and subsequent activities is
very similar to his description of Zarco Hotels’ formation and subsequent activities.
He testified that both companies are real estate holding companies that purchased
specific real property shortly after their formation, and operated a hotel on that
property. Zarrinnam Disc. Tr. 15:19-20; 29:1-7; Zarrinnam Tr. 16:19-22; 18:4-5; 28:21-
24; 186:18-23. On this record, we cannot find that Applicant was formed to “own and
control the use of the HOLLYWOOD HOTEL mark,” 104 TTABVUE 55, because the
record shows that Applicant was instead formed to own real property, not intellectual
property. We thus turn to Applicant’s additional arguments.
In Great Seats, the Board noted that the record was devoid of “evidence of any
license or other arrangement between [PEI] and the applicant [GSI] by which the
latter controlled the former’s use of the mark with respect to the nature and quality
of the services rendered under the mark.” Great Seats, 84 USPQ2d at 1243. Applicant
purports to fill that evidentiary gap with proof that Applicant controls Zarco Hotels’
use of the mark under an oral license “through the services [Mr. Zarrinnam] provides
Opposition No. 91203686
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on its behalf and as its only employee, officer and shareholder,” 104 TTABVUE 53,
but his testimony does not establish the existence of such a license.
As an initial matter, we note that at his discovery deposition, Mr. Zarrinnam
testified that Applicant had an oral license from Zarco Hotels, not the other way
around. Zarrinnam Disc. Tr. 15:25-16:13. Although he reversed the parties’ roles in
his trial testimony, he struggled to define the license’s terms, or to show how it existed
separate and apart from his personal control of both companies.
He testified, for example, that “I give permission to the other company [Zarco
Hotels] to use [the mark],” Zarrinnam Tr. 198:10-11; that “I get paid” for use of the
mark, Zarrinnam Tr. 199:5-6; that the license fee is “tied with the money that I
receive,” Zarrinnam Tr. 199:8-200:2; that there is no identified payment to Applicant,
but “I am being paid by Zarco Hotels, Incorporated, to manage the hotel,” Zarrinnam
Tr. 200:8-15; that Applicant provides management services to Zarco Hotels “kind of
under my umbrella - - me, personally, providing those services on behalf of Chateau
Celeste, Inc. to Zarco Hotels, Incorporated;” Zarrinnam Tr. 200:17-21; that “the
permission is from me, as President and CEO of Chateau Celeste, Inc., to Zarco
Hotels, Incorporated, as its President and CEO, Zarrinnam Tr. 201:22-24; that “I
renew [the license] annually with Zarco Hotels, Inc.” by “saying so. By thinking about
it, I renew it,” Zarrinnam Tr. 202:2-9; that “I can terminate it at any time” and “I
don’t have to give a reason,” Zarrinnam Tr. 203:2-5; and that possible termination by
Zarco Hotels involves “a thought process. I just have to think about it and say, ‘I don’t
want to’ [continue use].” Zarrinnam Tr. 203:6-11.
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He claimed to set and monitor the terms of the purported license, and to control
the use of the mark by Zarco Hotels, in his capacity as an officer of Applicant, but “on
this record, we find that any such control by Mr. [Zarrinnam] over [Zarco Hotel’s] use
of the mark was exercised by Mr. [Zarrinnam] either in his capacity as principal
executive officer of [Zarco Hotels] itself, or in his individual capacity as owner of both
corporations.” Great Seats, 84 USPQ2d at 1243. The Board’s comments regarding a
similar claim made by the applicant in Raven Marine, supra, and quoted by the Board
in Great Seats, apply squarely to Mr. Zarrinnam’s self-serving testimony here
regarding the purported license:
Applicant’s proofs, in the Board’s view, are no more than
an assertion that this principal stockholder/executive
superintends the use of the [HOLLYWOOD HOTEL]
mark[ ] by [Zarco Hotels] as principal executive officer of
[Zarco Hotels] (which would be in the normal course of duty
for such a functionary) or in his personal capacity as owner
of both corporations rather than as an officer of and
through [Applicant]. At the very least, such proofs are
highly ambiguous as to the control and supervision
actually exercised by [Applicant], the corporate owner of
the mark[ ].
Great Seats, 84 USPQ2d at 1243 n.8 (quoting Raven Marine, 217 USPQ at 70
(affirming refusal to register mark because applicant was not its owner under a
related company theory)). “The mere fact that Mr. [Zarrinnam] may have controlled
both corporations does not suffice to establish that [Applicant], itself, controlled
[Zarco Hotels’] use of the mark.” Great Seats, 84 USPQ2d at 1243. Mr. Zarrinnam
may have treated both Zarco Hotels and Applicant “as his alter egos, but we cannot
conclude on the record before us that the use of [HOLLYWOOD HOTEL] by [Zarco
Hotels] inured to the benefit of” Applicant. Daltronics, 158 USPQ at 479 n.2.
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Finally, Applicant relies on its 2004 registration of HOLLYWOOD HOTEL, THE
HOTEL OF HOLLYWOOD, arguing that it “is conclusive proof that [Applicant] was
and still is owner of that registered mark,” and that “it makes complete sense that
that when the application for the HOLLYWOOD HOTEL mark was filed on March
30, 2011, it was already established and understood that the owner of both [marks]
was [Applicant], the entity that filed the application that is the subject of this
opposition.” 104 TTABVUE 54. The record indicates, for the reasons discussed above,
that Applicant was and is not the owner of the “long-form” mark either, but, in any
event, it does not aid Applicant that under its registration of HOLLYWOOD HOTEL,
THE HOTEL OF HOLLYWOOD, its right to use that mark has become incontestable,
98 TTABVUE, and its ownership of that mark is thus conclusively presumed. See 15
U.S.C. § 1115(b). The presumptions attaching to Applicant’s registration of
HOLLYWOOD HOTEL, THE HOTEL OF HOLLYWOOD under Section 15(b) of the
Trademark Act do “not carry over from registration of the older mark to a new
application for registration of another mark that happens to be similar (or even nearly
identical).” In re Cordua Rests., Inc., 823 F.3d 594, 118 USPQ2d 1632, 1635 (Fed. Cir.
2016). We must separately determine whether Applicant owned the applied-for mark
when it filed the opposed application because that is a statutory requirement for
registration of that mark, and we have found that it did not.
The record shows that Zarco Hotels began use of the HOLLYWOOD HOTEL mark
in 1994 and owned it by virtue of that use; that Zarco Hotels has always held itself
out to, and been identified by, the public as the owner and operator of the hotel
Opposition No. 91203686
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offering services under that mark; that Zarco Hotels never assigned the mark to
Applicant; and that Applicant never acquired its ownership as a related company or
otherwise. When the opposed application was filed, Zarco Hotels and Applicant
“constituted separate legal entities, and the application was filed by the wrong one.”
Great Seats, 84 USPQ2d at 1241.
Applicant was not the owner of the HOLLYWOOD HOTEL mark when it filed the
application to register it in March 2011, as required under Section 1(a) of the
Trademark Act. “Neither the Board nor the courts can waive this statutory
requirement,” Tzu Wei Chen Food, 7 USPQ2d at 1336, even if “the business
surrounding the HOLLYWOOD HOTEL property and establishment is a closely held,
family business,” and there is no “dispute or disagreement between Jeff Zarrinnam,
Chateau Celeste, Inc. or Zarco Hotels Incorporated as to who controls or owns the
HOLLYWOOD HOTEL mark.” 104 TTABVUE 55. Applicant’s application was void
ab initio, and we sustain the opposition on this ground. Because we have found the
application to have been void ab initio, we do not reach Opposer’s likelihood of
confusion claim.
Decision: The opposition is sustained on the ground that Applicant was not the
owner of the HOLLYWOOD HOTEL mark when the opposed application was filed.