From Classroom to Cultural Hub: Alumnus Robert Shahnazarian’s MBA Business Plan Powers Successful L.A. Event Venue
An executive business plan developed at the Pepperdine Graziadio Business School has blossomed into one of Los Angeles’ premier fusion event spaces. The Los Angeles Times recently featured Noor Events, a vibrant venue located in Pasadena's Paseo Shopping Mall, in a spotlight detailing the multi-generational evolution of Southern California's Armenian banquet halls. Founded in 2010 by Graziadio alumnus Robert Shahnazarian (MBA '10) alongside his wife, Maggie, and brother-in-law, Sarkis Khatchikian, Noor Events captures a shifting market demand by seamlessly blending rich cultural traditions with contemporary, upscale hospitality.
Before entering the events industry, Shahnazarian spent years as a successful Sony Music producer collaborating with global icons like Taylor Swift, Kelly Clarkson, and John Legend. The inspiration for Noor Events stems directly from his personal experiences; when he and Maggie married three decades ago, they struggled to find a premium venue that paired high-end aesthetics with the robust, authentic food essential to their heritage. Shahnazarian transformed this market gap into his core academic focus at Pepperdine, designing a comprehensive business strategy to revolutionize the traditional banquet experience. “Noor Events became Robert’s executive business plan at Pepperdine University, where he was working on an MBA degree,” the feature notes, highlighting how the venue bridges the gap between traditional cultural functions and luxury hotels.
Today, Noor Events serves as a powerful testament to the real-world efficacy of a Graziadio education, catering heavily to both the Armenian diaspora and diverse local L.A. communities. To accommodate Pasadena's local Asian demographics, Shahnazarian expanded the traditional culinary line-up to feature fusion staples like bao buns and char siu, alongside beloved Persian dishes passed down from his father. By matching culturally fluent menus with prime metropolitan locations and modern design, Shahnazarian has successfully brought his business school vision to life, illustrating how Pepperdine alumni continue to drive entrepreneurial innovation across Southern California.
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