Alan Cerf

1924 - 2017

Alan Robert Cerf

Alan Robert Cerf died August 24, 2017 of natural causes at the family home in Piedmont, California at the age of 93. He lived each day with a sense of purpose, authenticity, calm, and love for his wife, family and profession.

Alan was born in 1924, to Arthur and Addie Zander Cerf in San Francisco. He graduated from George Washington High School in 1941. In 1944 he graduated from the University of California, Berkeley. Alan attended Harvard Graduate School of Business. He then served in World War II off the coast of Okinawa, achieving the rank of Lieutenant Junior Grade. When the war ended Alan returned to Harvard Graduate School of Business. He graduated with his MBA in 1947. He then went on to work at an accounting firm and later at his father's haberdashery.

Alan received his PhD in economics from Stanford University in 1952. He started his academic career at the University of California, Berkeley. He loved teaching. Alan taught at Berkeley for 62 years.

Alan was the first director of the San Francisco MBA Program. He served as chairman of the Accounting Group in the Business School from 1978 to 1982. He received the Faculty Excellence Award for Teaching and Research from the California CPA Foundation as well as the Lifetime Achievement Award for Distinguished Contributions to the Accounting Program at Haas School of Business.

From 1956 to 2017, Alan taught over 13,000 students. Alan assigned a student to lead his classes in calisthenics. This was Alan's way of keeping his classes "hip and happening," as he would say. At 90, Alan's son Bob asked him, "what is the hiring process for a nonagenarian professor?" Alan laughed and said, "the dean looked into my eyes and knew that I still had what it took to teach."

Alan believed that exercise was the key to a long and healthy life. Alan loved his family above all else. Alan and Lila were married for almost 66 years. Lila was his soul mate, his "sweetheart," the love of his life. He was an affectionate father, rare for a man of his generation. His children and grandchildren could see the love he had for them in his eyes and in his hugs. They could sense his love by the way he listened when he called to check in.

He loved visiting with his grandchildren and great-grandchildren. When he visited with his great-grandchildren he'd get down on the floor, on his hands and knees, to play with them.

Alan embodied what it meant to be a teacher, friend, compassionate father and grandfather, and a loving husband. We were blessed to have him in our lives.

Alan was predeceased by his brother, Arthur Cerf MD, who also passed away at 93, as did their father, Arthur Cerf. Alan is survived by his loving and devoted wife, Lila Spitzer Cerf, his sons Robert, Douglas, Jeffery, Richard and daughter, Nancy. His grandchildren Elizabeth (Brett) Cerf Weliever, Robert (Rick) Cerf, Warren (Bart) Cerf, Jonathan (Jake) Cerf, Cody Cerf, Ryan Cerf, Emily Cerf, Natalie Cerf, Colbie Atlas, Brynn Atlas and Justin Atlas and his great-grandchildren Grady and Elizabeth (Blakely) Weliever and Elizabeth (Ellie) Cerf. Nieces and nephews Lawrence Cerf, Suzanne Cerf Colvin, Daniel Cerf and grand-nephews Matt and Michael Colvin and Jordan, Bradley and Josh Cerf, and his great-grand-nephews Lev and Shai Colvin.

In lieu of flowers, please make donations in Alan's memory to Benioff Children's Hospital, 1975 4th St. San Francisco, CA 94158.

His family is holding a celebration to honor Alan's life Sunday, September 24, 2017 from 1:30pm - 3:30pm at Sequoyah Country Club, 4550 Heafey Road Oakland, CA. The family welcomes all who would like to attend.