In a display of unity and determination, UNITE HERE Local 11 and their supporters marched through Santa Monica on Saturday, November 4, 2023. The march was organized in response to the arrival of migrant workers brought in as strikebreakers, and it coincided with the American Film Market being hosted at Le Meridien Delfina from October 31 to November 5.

The strike, which had garnered widespread attention and support under the hashtag #SoCalHotelStrike, had been ongoing as workers demanded better working conditions, fair wages, and improved job security in the Southern California hotel industry. As the strike continued to gain momentum, the arrival of migrant workers brought in to replace striking employees had further fueled tensions.

The march, which began at 10 AM on Saturday, started at Le Meridien Delfina, the epicenter of the strike and host to the American Film Market. Participants walked through Santa Monica, demonstrating their commitment to workers' rights and their opposition to the use of migrant labor as strikebreakers.

UNITE HERE Local 11 spokesperson, Sarah Rodriguez, had stated, "We stand in solidarity with all workers, regardless of their background. The arrival of migrant workers during our strike is not a solution to the problems we're trying to address. We are marching to show that our demand for fair treatment is unwavering and that we will not be divided."

The strike had garnered widespread community support, with various organizations, labor unions, and activists joining in solidarity with the striking hotel workers. The march on Saturday drew a diverse crowd, united in their commitment to workers' rights and fair labor practices.

The use of social media hashtags like #SoCalHotelStrike had allowed the movement to gain visibility and support beyond Santa Monica, resonating with workers' rights advocates across the country.

As the strike entered a critical phase, the march on Saturday symbolized the determination of the striking workers and their allies to bring attention to their cause and emphasize the importance of fair labor practices in the hotel industry.