Tarsadia Hotels operates about a dozen mostly upscale hotels in California (in Anaheim, Los Angeles, Napa Valley, San Diego, and San Francisco), including the Hard Rock Hotel in San Diego. The company's brands (such as Marriott, Hilton, and Doubletree), are in high-end tourist areas and are a cut above the usual limited-service establishment. Tarsadia Hotels also offers sales, marketing, IT, HR, and accounting services to hospitality companies. Tarsadia Hotels was founded in 1976 when B.U. Patel and his sons Mike and Tushar acquired the 20-room Dunes Motel in Anaheim in 1976.