AG
ENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
REGULAR MEETING NOTICE
NOVEMBER 19, 2024
PUBLIC MEETING 5:00 P.M.
ME
MBERS
Tyron Hampton, Chair District 1
Jessica Rivas, District 5
Steve Madison, District 6
Jason Lyon, District 7
S
TAFF
David Klug, Economic Development Director
Dion O’Connell, Assistant City Attorney
Elizabeth Ashikyan, Recording Secretary
M
ISSION STATEMENT
The City of Pasadena is dedicated to delivering exemplary municipal services, responsive to our entire community and consistent
with our history, culture and unique character.
I
n compliance with the Americans with Disabilities Act of 1990, Assistive Listening Devices are available from the City Clerk’s Office with a 24-hour advance notice.
Please call (626) 744-4124 to request use of a listening device.
Lang
uage translation services are available for this meeting by calling (626) 744-4124 at least 24 hours in advance.
Habrá servicio de interpretación disponible para éstas juntas llamando al (626) 74
4-4124 por lo menos con 24 horas de anticipación.
I
tems on the agenda may not be called in order listed.
A
gendas and supporting documents are available on the Internet at https://www.cityofpasadena.net/commissions/city-council-economic-development-technology/ Mat
erials related to an item on this Agenda submitted to the Economic Development and Technology Committee after distribution of the agenda packet will be posted online and listed as: “Supplemental Agenda Material Received after the Posting of the agenda”
PUBLIC COMMENT AT THE ECONOMIC DEVELOPMENT AND TECHNOLOGY
COMMITTEE MEETING FOR
NOVEMBER 19, 2024 AT 5:00 P.M. WILL BE ACCEPTED IN-PERSON AND BY VIDEOCONFERENCE/TELECONFERENCE.
Link to City Meeting Policy:
cityofpasadena.net/CityCouncilMeetingPolicy
TO VIEW A LIVE STREAM OF THE MEETING:
http://pasadena.granicus.com/MediaPlayer.php?publish_id=9 AND
WWW.PASADENAMEDIA.ORG
In order to facilitate public participation at meetings the City will accept public comment in the following manner:
1. Whether participating in-person or virtually at the meeting, members of the public may provide public comment by submitting a speaker card prior to the start of public comment on that item, at the following webpage:
www.cityofpasadena.net/commissions/public-comment/
If a public comment speaker wishes to speak on more than one agenda item, please indicate which items on the online form (multiple item speakers will be handled according to the process posted on the agenda and as specified in the City meeting policy). Public comments are limited to 3 minutes each, and the Chair and Committee may limit this time if reasonable under the circumstances.
2. In-person Meeting Participation: Complete an online speaker card at the following website: www.cityofpasadena.net/commissions/public-comment/ After submitting a public speaker card, members of the public may attend the meeting in-person by coming to the Pasadena City Council Chamber, Room S249 at City Hall at the date and start-time of the posted meeting.
Virtual Meeting Participation: For virtual participants, you may attend by connecting to the meeting using a computer, other electronic device, or by telephone. Please review the agenda to identify the published start time for the meeting and connect to the meeting just prior to, or at the start of the meeting.
To participate in public comment for an item and to be recognized to speak, it is required that the speaker login to the meeting using the same name or telephone number used on the Speaker Card form. This will allow City staff to locate and promote the speaker into the meeting when it is time for their public comment.
Participants’ phone calls to the Committee meeting will be recorded as part of the Committee meeting. By staying on the line and making public comment during the Committee meeting by phone, you are agreeing to have your phone call recorded. Following is the connectivity information for virtual participation:
Computer or electronic devices, join the meeting at: cityofpasadena.net/cczoom Telephone only dial-in: 1-669-900-6833, Meeting ID: 161 482 446
3. Speaker Card Help Line: If a public comment speaker needs assistance in completing a speaker card, please call the City Clerk’s Office at: (626) 744-4124.
Help line will open 30 minutes prior to the posted start time of the meeting.
4. Members of the public may submit correspondence of any length prior to the start of the meeting, at the following email address:
Written correspondence will be forwarded to the Economic Development and Technology Committee prior to the start of the meeting, posted online, and made part of the legislative record for the item.
LIVESTREAM WITH CAPTIONING IS AVAILABLE AT WWW.PASADENAMEDIA.ORG, AND ALSO AT WWW.CITYOFPASADENA.NET/COMMISSIONS/AGENDAS
IF YOU NEED A REASONABLE MODIFICATION OR ACCOMMODATION PURSUANT
TO THE AMERICANS WITH DISABILITIES ACT
BECAUSE YOU ARE UNABLE TO PARTICIPATE ELECTRONICALLY AS SET FORTH ABOVE, CONTACT THE CITY CLERK’S OFFICE
AS SOON AS POSSIBLE AT (626) 744-4124 OR
[email protected].
CITY OF PASADENA
NOTICE OF THE REGULAR MEETING OF THE
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
NOVEMBER 19, 2024
PUBLIC MEETING 5:00 P.M.
PASADENA CITY HALL, COUNCIL CHAMBER
100 NORTH GARFIELD AVENUE, ROOM S249
NOTICE IS HEREBY GIVEN that the regular meeting of the Economic Development and Technology Committee, will be held on Tuesday, February 20, 2024, at 5:00 p.m., in the Council Chamber to discuss matters on the attached agenda.
_____________________
Tyron Hampton, Chair
Economic Development and
Technology Committee
I HEREBY CERTIFY that this agenda in its entirety, was posted on the Internet at https://www.cityofpasadena.net/commissions/city-council-economic-development-technology/ and on the Council Chamber Bulletin Board, Room S249, and the Bulletin Board in the rotunda area; City Hall, 100 North Garfield Avenue, this 14
th day of November 2024 by 5:30 p.m. and that copies hereof were emailed or delivered to each member of the City Council and to each local newspaper of general circulation, radio or television station requesting notice in writing, all of which recipients are identified on the distribution herein below.
Katrine Panoyan
City Manager’s Office
DISTRIBUTION:
City Council Los Angeles Times
City Manager Pasadena Journal
City Attorney Pasadena Now
Public Information Officer Pasadena Star News
Pasadena Weekly La Opinion
Pasadena Independent
REGULAR MEETING
AGENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
NOVEMBER 19, 2024
Public Meeting: 5:00 P.M.
Council Chamber, Pasadena City Hall
100 North Garfield Avenue, Room S249
Teleconference Location:
Embassy Suites Madison
231 S. Pinckney Street, Madison WI 53709
T 608-740-6870
Business Center
PUBLIC MEETING – 5:00 P.M.
ROLL CALL
PUBLIC COMMENT ON MATTERS NOT ON THE AGENDA
Public comment will be limited to a total of 20 minutes at the beginning of the meeting and will continue at the conclusion of the meeting, if necessary.
Please limit comments to 3 minutes each.
APPROVAL OF MINUTES
• OCTOBER 15, 2024 - REGULAR MEETING*
NEW BUSINESS
1. NORTHWEST COMMISSION ANNUAL REPORT*
2. PASADENA CENTER OPERATING COMPANY ANNUAL REPORT*
3. PASADENA COMMUNITY ACCESS CORPORATION ANNUAL REPORT*
4. ROSE BOWL OPERATING COMPANY ANNUAL REPORT FY2023 -2024*
INFORMATION ONLY
1. ASSEMBLY BILL (AB) 2295 (LOCAL EDUCATION AGENCIES: HOUSING DEVELOPMENT PROJECTS)*
2. MULTIFAMILY HOUSING PROJECTS IN PASADENA *
3. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
ADJOURN
*Attachment
APPROVAL OF MINUTES
• OCTOBER 15, 2024 - REGULAR MEETING*
01 10/15/2024
CITY OF PASADENA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE MINUTES
PASADENA CITY HALL
100 NORTH GARFIELD AVENUE
COUNCIL CHAMBER – ROOM S249
OCTOBER 15, 2024
MEETING
The regular meeting of the Economic Development and Technology Committee, scheduled for Tuesday, October 15, 2024, at 5:00 p.m., was cancelled as ordered on October 15, 2024, and was posted.
ATTEST:
____________________
Elizabeth Ashikyan
Recording Secretary
__________________________
Councilmember Tyron Hampton, Chair
Economic Development and Technology Committee
NEW BUSINESS ITEMS
1. NORTHWEST COMMISSION ANNUAL REPORT*
2. PASADENA CENTER OPERATING COMPANY ANNUAL REPORT*
3. PASADENA COMMUNITY ACCESS CORPORATION ANNUAL REPORT*
4. ROSE BOWL OPERATING COMPANY ANNUAL REPORT FY2023-2024*
1. NORTHWEST COMMISSION ANNUAL REPORT*
PARKS, RECREATION AND COMMUNITY SERVICES DEPARTMENT
September 3, 2024
TO: City Council
FROM: Northwest Commission
SUBJECT: Annual Report – July 2023 through June 2024 and Strategic Plan for Fiscal Year 2024-2025
Recommendation:
This report is submitted for information purposes only.
Attached are the following:
• Report of Accomplishments for July 11, 2023, through June 18, 2024 • Report of Commission Attendance for July 11, 2023, through June 18, 2024 • Strategic Plan for July 09, 2024, through June 10, 2025
The attached documents were reviewed and approved by the Northwest Commission at our special meeting on June 18, 2024, and regular meeting on July 9, 2024.
Respectfully submitted,
Alfred Carr, Chair
Northwest Commission
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 1
City of Pasadena Northwest Commission
Report of Accomplishments: 07/11/2023 – 06/18/2024
Mission:
1. Serve as a monitoring body for the Northwest community.
2. Work with the City Manager and staff on updating and revising the Northwest Strategic Plan.
3. Provide ongoing oversight on the implementation of the plan.
4. Provide periodic advice to the City Council on Northwest issues.
5. Work with the City Manager and staff to promote economic development activities in Northwest Pasadena.
6. Provide periodic advice to the Council on economic development activities in Northwest Pasadena.
7. Present an annual review of the implementation of the plan's projects and programs to the City Council and the community.
8. Recommend policies, procedures, programs, and legislation to promote and ensure communication, civic involvement, and social and cultural environments to the Northwest residents of Pasadena.
9. Consult and cooperate with other public agencies and commissions on matters relevant to the Commission.
FY 2023-2024 Ad Hoc Committees:
Ad Hoc Committee re: Objective #1: Neighborhood Preservation/Public Safety Ad Hoc Committee re: Objective #2: Economic Development Ad Hoc Committee re: Objective #3: CDBG Funding
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 2
Ad Hoc Committee re: Objective #1 – Neighborhood
Preservation/Public Safety
Objective Purpose: Promote equitable Northwest neighborhood preservations through advancing CIP projects and monitoring activities related to housing and public safety.
Commissioners: Yepez Hernandez, Nava-Angeles, Carr
Action Items:
• Continued - Support staff in completing a status of activities named in the 1985 Northwest Community Plan.
• Completed - Assess CIP needs in Northwest, including gathering community input, and make recommendations (maintenance and safety concerns). • Completed - Conduct Annual Community Survey and concurrently encourage resident reporting via City app.
• Completed - Assess equitable enforcement of new neighborhood or city regulations (Citywide reports vs. for Northwest only).
• Completed - Share information with the community on refuse requirements, services, and penalties.
• Completed - Receive reports/updates on new housing projects in Northwest. • Completed - Draft a letter in support of the North Fair Oaks Vision Plan for consideration in the Fair Oaks/Orange Grove Specific Plan.
Strategic Plan Updates:
July 2023:
• No update provided
August 2023:
• The Commission received an update on the Hope Housing Project in Northwest Pasadena from Jim Wong, Senior Project Manager, Department of Housing. • Staff (Osborne) reported she informed the Department Directors the Commission is assisting with the review of the 1985 Northwest Community Plan goals and stressed the importance of department staff providing the requested information in a timely manner when contacted by the ad hoc committee. • Commissioner Aragon reported that she, Chair Carr, and Commissioner Ogbodo assisted at the commission table during Assemblymember Chris Holden’s Annual Community Resource Fair and Block Party on Saturday, August 5, and distributed the Commission’s community and business surveys to residents.
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 3
September 2023:
• The Commission received a presentation from Lari Burney (311 Call Center Representative) regarding training on how to access the Pasadena Citizen Service Center (CSC) service map to monitor resident requests pertaining to maintenance and safety issues in their neighborhood.
• Vice Chair Yepez Hernandez reported the ad hoc committee met on Tuesday, September 12 and reviewed the action items for the objective. • Vice Chair Yepez Hernandez requested information from Staff (Osborne) to assist the ad hoc committee in developing a plan to distribute the Community Survey to residents in the Northwest neighborhoods.
• Commissioner Cullins requested clarification regarding the objective’s purpose pertaining to Public Safety. The ad hoc committee will discuss the issue at their next meeting and determine if an action item needs to be revised or an additional action item be added to the objective.
October 2023:
• Vice Chair Yepez Hernandez reported the ad hoc committee met on Tuesday, September 26 and Tuesday, October 2 to discuss contacting the neighborhood associations in Northwest to distribute the community surveys in order to gather information about the concerns in their neighborhoods.
• Commissioner Aragon requested suggestions on how to address the consistent dumping of refuse and bulky items in specific areas. Staff (Osborne) requested the Commission monitor the Citizen Service Center (CSC) service map and notify her of the areas that receive multiple reports regarding the issue for follow up with Code Enforcement.
• Staff (Osborne) reported she contacted Public Works to request the information distributed to residents regarding the refuse requirements. The documents will be mailed to the Commission when received.
• The Commission reviewed the memo from Phyliss Hallowell, Management Analyst, Department of Public Works requesting submission of projects ideas for Capital Improvement Project funding for FY 2025 – 2029. The ad hoc committee will meet to discuss the recommendation of projects in the Northwest that meet the funding criteria.
• Staff (Osborne) requested the ad hoc committee review the list of recommendations submitted by the Commission in 2023 and submit the new recommendations to her by October 27.
• Chair Carr shared information with the Commission from the memo from Jennifer Paige, Director of Planning and Community Development regarding Accessory Dwelling Unit (ADU) Activity in Northwest from January 1 – June 30, 2023.
November 2023:
• Meeting cancelled
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 4
December 2023:
• Commissioner Nava Angeles reported the ad hoc committee met by phone and discussed the recommendations for Capital Improvement Program (CIP) projects. The list of recommended projects was sent to Staff (Osborne). • Staff (Osborne) advised the ad hoc committee that she submitted the recommendations that were discussed at the meeting but the recommendations regarding the ADA sidewalk repairs were removed from the list since these repairs are completed with CDBG funding.
• Commission Nava Angeles reported she attended the Washington Park Community Meeting on Tuesday, November 28, 2023, at Santa Catalina Library regarding the recent incidents at Washington Park and stated that the City is considering more lighting and cameras at Washington, Villa Parke and Robinson Park based on the requests from residents during the meeting.
January 2024:
• The Commission received a presentation from Jim Wong (Senior Project Manager, Department of Housing) regarding an update on the Heritage Square South Permanent Supportive Housing Project for chronically Homeless Seniors at 710 N. Fair Oaks Avenue.
• The Commission approved a recommendation from the Department of Housing to provide a City loan in the amount of $1,903,121 for the nonprofit, Door of Hope to renovate a property at 734 N. Marengo Ave. for operation as a 20-unit transitional housing project for families.
• Commissioner Nava- Angeles reported that she and Commissioner Ogbodo attended the study session for the North Lake Specific Plan on Wednesday, January 17 and they shared information on items that pertained to the work of the Commission.
February 2024:
• Vice Chair Yepez Hernandez recommended adding the following action item to the objective:
o Draft a letter in support of the North Fair Oaks Vision Plan for consideration in the Fair Oaks/Orange Grove Specific Plan. • Vice Chair Yepez Hernandez reported the ad hoc committee will meet with staff from the Department of Public Works on Tuesday, February 20 regarding the recommended FY 2025 -2029 Capital Improvement Program (CIP) projects located completely or partially in Northwest Pasadena.
• Commissioner Nava-Angeles requested copies of the Northwest Community Survey to distribute at the commission table at the Black History Festival on Saturday, February 17.
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 5
• Vice Chair Yepez Hernandez reported she is unable to get complete information about the service reports submitted to the Citizens Service Center (CSC) by residents in the Northwest and requested Staff (Osborne) to follow up with the CSC regarding the issue.
March 2024:
• The Commission received a presentation from the Department of Public Works, Department of Transportation and Department of Water & Power regarding the City Manager’s recommended FY2025-2029 Capital Improvement Program (CIP) budget for projects located in the Northwest and approved the budget as presented.
• The Commission reviewed and approved the draft letter of support for the North Fair Oaks Vision plan to be included as recommendations in the Fair Oaks/Orange Grove Specific Plan with amendments.
• Vice Chair Yepez Hernandez reported that Commission collected additional community surveys during the Black History Festival on February 17. • The ad hoc deemed the following action items completed:
o Assess CIP needs in Northwest, including gathering community input, and make recommendations (maintenance and safety concerns). o Draft a letter in support of the North Fair Oaks Vision Plan for consideration in the Fair Oaks/Orange Grove Specific Plan.
April 2024:
• Staff (Osborne) reported she continues to work with the City Manager’s Office regarding the status of activities in the 1985 Northwest Community Plan and recommended this remain on the Strategic Plan for 2024 - 2025. • The ad hoc committee deemed the following action item completed:
o Assess equitable enforcement of new neighborhood or city regulations (Citywide reports vs. for Northwest only).
May 2024:
• No update provided
June 2024:
• Chair Carr stated that Commissioner Reyes would like to be involved in CIP in Fiscal Year 2024-2025
Status: Completed
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 6
Ad Hoc Committee re: Objective #2 – Economic Development
Objective Purpose: Support economic development activities in the Northwest
Commissioners: Reyes, Ogbodo, Cullins, Carr
Action Items:
• Completed - Promote the Northwest Business Directory. • Continued - Northwest Business Survey to new businesses:
o Disseminate in conjunction with welcome letter
o Analyze the results and add businesses to the directory • Continued - Northwest Business Survey to residents:
o Disseminate and analyze results.
• Continued - Continue to build a relationship with the Economic Development Department.
• Continued - Attend meetings regarding the North Lake Avenue Specific Plan if and when meetings are scheduled.
Strategic Plan Updates:
July 2023:
• Commissioner Reyes reported the ad hoc committee met in July and discussed the priorities for the ad hoc committee to complete the action items.
August 2023:
• The ad hoc committee is reviewing the business surveys completed at the Juneteenth Festival on Saturday, June 17, and Assemblymember Chris Holden’s Annual Community Resource Fair and Block Party on Saturday, August 5. • Commissioner Reyes requested Staff (Osborne) set up a meeting with the Economic Development Division staff to discuss the action items for the objective. Staff (Osborne) requested the ad hoc committee send her their weekday availability to enable her to arrange the meeting. • Staff (Osborne) reported a press release was going to be sent to local media regarding the Northwest Business Directory.
September 2023:
• The Commission received an update on the web-based Northwest Business Directory and public outreach from Staff (Osborne) and stated the press release will be sent to the Commission once it is finalized.
• Commissioner Reyes reported the ad hoc committee met on August 17 to review the action items and discuss the upcoming meeting with the Economic Development Division staff.
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 7
• Staff (Osborne) requested the ad hoc committee resend their weekday availability to enable her to arrange the meeting with the staff from the Economic Development Division and to provide specific questions to send to the staff prior to the meeting.
October 2023:
• Commissioner Reyes reported the ad hoc committee is scheduled to meet with staff from the Economic Development Division on Wednesday, October 18 and questions were submitted to Staff (Osborne) for discussion during the meeting. • Chair Carr reported the ad hoc committee will share the completed Northwest Business surveys with the Economic Development Division staff during the meeting to ensure the City is aware of the residents’ concerns and requests. • Chair Carr reported he met with Lisa Barrios, Field Rep for Councilmember Justin Jones and discussed the idea of a new business incubator program for the Northwest. Staff (Osborne) stated that Council District 1 had a new business incubator program several years ago and will research to find out information on the program.
• Staff (Osborne) reported the updates to the Northwest Business Directory have been completed, however the Information Technology Department is working to remove the message ribbon from the website. Once the message ribbon is removed, the City will send the press release to their media contacts.
November 2023:
• Meeting cancelled
December 2023:
• Chair Carr reported the ad hoc committee is scheduled to meet with staff from the Economic Development Department and the Economic Development Consultant to discuss what the Commission can do to support and enhance economic development in the Northwest. The ad hoc committee will provide a report to the Commission at the meeting scheduled for Wednesday, January 17.
January 2024:
• Chair Carr reported the ad hoc committee met with staff from the Economic Development Department and the Economic Development Consultant on Thursday, December 14 to discuss recommendations to enhance economic development in the Northwest and get information on the City's process of identifying businesses that meet community needs.
• The ad hoc committee will continue to communicate with the Economic Development Department staff and the consultant to share the feedback about the types of business that the community wants in the Northwest. • Commissioner Cullins reported he spoke to Councilmember Justin Jones about including the business survey in the Council District #3 newsletter and requested the Commission to contact their councilmember about including the business survey in their Council District newsletters as well.
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 8
February 2024:
• Chair Carr requested Staff (Osborne) send the ad hoc committee the contact information for new businesses opening in the Northwest and stated the ad hoc committee will send the welcome letter from the Commission to the new business. • Commissioner Ogbodo requested copies of the Northwest Business Survey to distribute at the Black History Festival on Saturday, February 17.
March 2024:
• Chair Carr reported he sent an email to Teresa Garcia with the Office of Economic Development regarding his concerns about business development at the intersection of Lake Avenue and Washington Boulevard and recommended adding the following action item to the objective:
o Attend meetings regarding the North Lake Avenue Specific Plan when meetings are scheduled.
• The ad hoc committee reported the Commission collected additional Northwest Business Surveys from the community during the Black History Festival on February 17.
• Staff (Osborne) stated she will send information to the ad hoc committee regarding new businesses that opened in the Northwest during February for follow up. • The ad hoc committee requested Staff (Osborne) send a copy of the press release regarding the Northwest Business Directory.
• The ad hoc committee deemed the following action item completed:
o Promote the Northwest Business Directory.
April 2024:
• Staff (Osborne) reported she received a list of new businesses in the City and is working on sorting the information by zip code to identify the new businesses located in the Northwest. She will send the information to the ad hoc committee when it is available.
• The Commission received information regarding the N. Lake Specific Plan Planning Commission Study Session scheduled for Wednesday, April 10 at 6:30 P.M. Commissioner Nava-Angeles stated she will attend the meeting.
May 2024:
• Commissioner Nava-Angeles reports attending ongoing North Lake Avenue Specific Plan meetings.
June 2024:
• Chair Carr is working with a director of an architecture class for youth and is reaching out to the Economic Development Department for help with donating space to teach classes.
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 9
• Economic Development Technology committee (EDTech) shared an agenda report from the City Manager Office regarding Pasadena Economic Development Strategic Plan. It recommends how the City can invest in local neighborhoods and small businesses. And expanding and streamlining workforce opportunities through those small businesses.
Status: Completed
NWC Report of Accomplishments FY 2023-2024. Approved June 18, 2024. 10
Ad Hoc Committee re: Objective #3 – CDBG Funding
Objective Purpose: Recommend improvements to City facilities and offer prioritization for addressing the improvements.
Commissioners: Cullins (lead), Ogbodo, Yen, Carr
Action Items:
• Completed - Using the inventory of City facilities, determine what needs exist. • Completed - Engage the Department for facilities to determine their desires for improvement.
• Completed - Gather input from community members regarding desired enhancements.
Strategic Plan Updates:
July 2023:
• No update provided
August 2023:
• Vice Chair Yepez Hernandez appointed Commissioner Yen to the CDBG Funding ad hoc committee.
• Staff (Osborne) advised the ad hoc committee that she can provide a list of City owned facilities in the Northwest to assist with making recommendations for improvements. The Committee lead, Commissioner Cullins stated that he would let staff know when they would like to receive the list.
September 2023:
• Staff (Osborne) requested the ad hoc committee schedule a meeting to review the list of City facilities in Northwest and develop a plan on how to gather information about the facilities that need improvements.
October 2023:
• The ad hoc committee met on Tuesday, October 10 and discussed the plan to gather information from the Northwest facilities that are eligible for Community Development Block Grant (CDBG) funding.
• Commissioner Cullins reported he spoke to Randy Mabson to get an update on the projects that were funded through the Community Development Block Grant (CDBG) funding for PY23 to determine the projects that require additional funding.
NWC Presentation Calendar FY 2023-2024. Approved June 18, 2024. 11
November 2023:
• Meeting cancelled
December 2023:
• Staff (Osborne) advised the Commission that Randy Mabson, Program Coordinator will provide a presentation to the Commission in March 2024 regarding the FY24 CDBG funding recommendations and requested the Commission send her any questions they may have about CDBG funding prior to the meeting.
January 2024:
• Commissioner Cullins reported that a presentation is scheduled for the March 12 meeting regarding the recommendations for the PY24 Community Development Block Grant (CDBG) funding.
February 2024:
• No update provided
March 2024:
• The Commission received a presentation from the Department of Housing regarding the recommended projects for the PY24 Community Development Block Grant (CDBG) City set-aside funding and approved the recommendations as presented. • The ad hoc committee deemed the following action items completed:
o Using the inventory of City facilities, determine what needs exist. o Engage the Department for facilities to determine their desires for improvement.
o Gather input from community members regarding desired enhancements
April 2024:
• The ad hoc committee deemed the following action items complete for FY 2023- 2024:
o Using the inventory of City facilities, determine what needs exist. o Engage the Department for facilities to determine their desires for improvement.
o Gather input from community members regarding desired enhancements.
May 2024:
• No update provided
June 2024:
• Commissioner Cullins stated that the Commission should continue to assess the need for projects at City facilities and monitor the progress the projects recommended by the Commission.
• Staff (Osbourne) stated Council approved CDBG funding for the Jackie Robinson Community Center projects recommended by the Commission.
Status: Completed
NWC Meeting Attendance Record FY 2023-2024. Approved June 18, 2024. 12
Northwest Commission
Presentation Calendar FY 2023-2024
July 2023:
• Meeting cancelled
August 2023:
• Memo from Department of Housing on the Hope Housing Project – Jim Wong, Senior Project Manager, Department of Housing
September 2023:
• Presentation from Pasadena Citizens Service Center (CSC) regarding an update and training on the CSC service map – Lari Burney, 311 Call Center Representative
October 2023:
• Presentation from Pasadena Water and Power regarding status of electric vehicle charging stations in the Northwest including plans for incentives to install electric vehicle charging stations on City and private property.– Evan Johnson, Senior Customer Program Analyst
• Presentation from Outward Bound Adventures on their mission, purpose, and possible collaboration with the Northwest Commission – Charles Thomas, Executive Director
November 2023:
• Meeting cancelled
December 2023:
• Presentation from Peace over Violence regarding their program and services – Yvette Lozano, Chief Program and Operations Officer, Peace Over Violence
January 2024:
• Presentation from the Arts and Cultural Affairs Division regarding an update on public art projects at Robinson Park Recreation Center – Corey Dunlap, Public Art Coordinator, Planning and Community Development Department. • Update on the Heritage Square South Permanent Supportive Housing Project for chronically Homeless Seniors at 710 N. Fair Oaks Avenue -– Jim Wong, Senior Project Manager, Department of Housing
February 2024:
• Presentation for the Design and Historic Preservation Division regarding the Historic Places in Pasadena project – Kevin Johnson, Principal Planner Planning and Community Development Department
• Presentation regarding the North Fair Oaks Vision Plan – Jill Shook, Making Housing and Community Happen
NWC Meeting Attendance Record FY 2023-2024. Approved June 18, 2024. 13
March 2024:
• Approval of the PY24 Community Development Block Grant (CDBG) Recommendation for City Set-Aside Funding – Randy Mabson, Program Coordinator, Department of Housing
• Support City Manager’s Recommended FY2025- 2029 Capital Improvement Program (CIP) Budget – Denise Garcia, Acting Management Analyst IV, Department of Public Works
April 2024:
• Presentation from Pasadena Public Health Department regarding the California Violence Intervention Program (CalVIP) - Manuel Carmona, Deputy Director • Presentation from D’Veal Family and Youth Services regarding their programs and services in the Northwest - Ron Mills, Chief Operating Officer and Rafaela Velado, MSW, Administrative Program Director
May 2024:
• Tour of Heritage Square South 60-unit mixed use project for chronically homeless seniors
• Presentation regarding installation of a new memorial for the Robinson Brothers’ home at 123 Pepper Street, Pasadena – Phyllis Hallowell, Acting Assistant to the City Manager
• Presentation by Union Station Homeless Services regarding programs to be provided at Heritage Square South – Gaby Cardenas, Permanent Supportive Housing and Evelyn Brathwaite, Associate Director of Permanent Supportive Housing
June 2024 Annual Meeting
(updated May 14, 2024)
NWC Meeting Attendance Record FY 2023-2024. Approved June 18, 2024. 14
City of Pasadena Northwest Commission
Meeting Attendance Record for FY 2023-2024
NORTHWEST COMMISSION
MEETING ATTENDANCE RECORD
JULY 2023 - JUNE 2024
MEMBERS
07/11/23 REGULAR08/08/23 REGULAR09/12/23 REGULAR10/10/23 REGULAR11/14/23 REGULAR12/12/23 REGULAR01/09/24 REGULAR1/17/2024 SPECIAL02/13/24 REGULAR03/12/24 REGULAR04/09/24 REGULAR05/14/24 SPECIAL06/18/24 SPECIAL
TOTAL MEETINGS
ATTENDED
ATTENDANCE
RECORD
PERCENTAGE
ALFRED L. CARR
(District 1) NQ A P P NQ P XX P P P A A P 7 70.00%
LORENA YEPEZ HERNANDEZ
(District 5) NQ P P P NQ A XX P P P A A A 6 60.00%
ALEX MENA
(District 1) P NQ P XX P P P P P P 8 100.00%
DANIEL P. YEN
(District 2) NQ P P A NQ A XX U P A P A P 5 50.00%
JULIETA ARAGON
(District 3) NQ P P P NQ 3 100.00%
MICHAEL CULLINS
(District 3) NQ P P P NQ P XX P P P P P P 10 100.00%
MAX REYES
(District 4) NQ P P P NQ A XX P A P A P A 6 60.00%
STEPHANIE NAVA -ANGELES
(District 5) NQ P P P NQ P XX P P A P P A 8 80.00%
TED SMITH
(District 6) NQ P XX P P P P P P 7 70.00%
UZOAMAKA OGBODO
(District 7) NQ A P P NQ A XX P P A P U P 6 60.00%
LEGEND Total Meetings Held 10
P - PRESENT
A - EXCUSED ABSENCE
U - UNEXCUSED ABSENCE
XX - CANCELED MEETING
NQ - NO QUORUM
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024. 15 City of Pasadena Northwest Commission
Strategic Plan: 07/09/2024 – 06/10/2025
Mission:
1. Serve as a monitoring body for the Northwest community.
2. Work with the City Manager and staff on updating and revising the Northwest Strategic Plan.
3. Provide ongoing oversight on the implementation of the plan.
4. Provide periodic advice to the City Council on Northwest issues.
5. Work with the City Manager and staff to promote economic development activities in Northwest Pasadena.
6. Provide periodic advice to the Council on economic development activities in Northwest Pasadena.
7. Present an annual review of the implementation of the plan's projects and programs to the City Council and the community.
8. Recommend policies, procedures, programs, and legislation to promote and ensure communication, civic involvement, and social and cultural environments to the Northwest residents of Pasadena.
9. Consult and cooperate with other public agencies and commissions on matters relevant to the Commission.
FY 2024-2025 Ad Hoc Committees:
Ad Hoc Committee: Objective #1: Neighborhood Maintenance/Public Safety Ad Hoc Committee: Objective #2: Economic Development
Ad Hoc Committee: Objective #3: Funding of CDBG
Ad Hoc Committee: Objective #4: Telecommunication recommendations to City Council
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024 16 Ad Hoc Committee: Objective #1 – Neighborhood Maintenance/Public Safety
Objective Purpose: Promote ongoing maintenance of Northwest Pasadena infrastructure to ensure public safety.
Commissioners: Hernandez, Carr
Action Items:
• Support completion of the status update of the 1985 Northwest Community Plan.
• Evaluate CIP needs through community input and make recommendations for funding priority projects.
• Request updates on development projects in Northwest Pasadena. • Utilize annual community survey results to assist commission in recommendations.
Strategic Plan Updates:
July 2024:
• Chair Carr appointed Commissioner Yepez Hernandez to the Neighborhood Maintenance/Public Safety ad hoc committee.
• Commissioner Ogbodo suggested new signage for Jackie Robinson Community Center to make it easier to locate the driveway entrance. • The Commission received a presentation from Brenda Harvey-Williams, Assistant City Manager, regarding the installation of a new memorial for the Robinson Family home at 123 Pepper Street.
August 2024:
• Commissioner Reyes requested to be removed from the Neighborhood Maintenance/Public Safety ad hoc committee.
• Chair Carr inquired about the information provided on the Northwest Community Surveys that were completed at Assemblymember Chris Holden’s Annual Block Party on Saturday, August 3. Staff (Osborne) stated the completed surveys will be sent to her to be tabulated and she will share the information with the ad hoc committee once completed.
• Staff (Osborne) shared the memo from the Planning Department regarding the Accessory Dwelling Unit (ADU) Activity in the Northwest for Quarters 1 & 2 2024 and responded to questions from the Commission regarding the report. • The Commission requested a presentation from the Planning Department regarding the City’s process for building an ADU in Pasadena.
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024 17 • Staff (Osborne) provided an update on the progress of updating the 1985 Northwest Community Plan as follows:
o The City is hiring a consultant to work on gathering the census data for the Northwest from 2000 – 2024.
o She is starting to receive responses from several City departments with updates to the information in the Community Plan relevant to their department.
Status:
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024 18 Ad Hoc Committee: Objective #2 – Economic Development
Objective Purpose: Investigate and support opportunities that promote economic development activities in Northwest Pasadena
Commissioners: Ogbodo, Cullins, Carr
Action Items:
• Bring awareness to the Northwest community on economic development opportunities
• Increase partnerships that promote workforce development
Strategic Plan Updates:
July 2024:
• Commissioners Carr and Cullins spoke with residents regarding the benefits of solar panel installation on homes and EV charging stations. • Commissioner Reyes asked to be removed from the Economic Development ad hoc committee.
August 2024:
• Chair Carr reported that ad hoc is researching potential partnerships with individuals, businesses and organizations to provide classes for the community in the areas of law, architecture and artificial intelligence (AI). • Vice Chair Cullins reported he assisted at the commission table at Assemblymember Chris Holden’s Annual Block Party on Saturday, August 3 and collected several Business Surveys completed by the community. Staff (Osborne stated the completed surveys will be sent to the ad hoc committee for review. • Staff (Osborne) reported that the electronic website for local businesses the Northwest Business Directory generated inquiries from five new businesses this month and several existing businesses have requested updates to their profiles in the directory.
• Staff (Osborne) reported the Economic Development Department will be conducting walking tours along the Northwest corridors to share and gather information from the business owners about how the City can provide assistance for their business.
• Chair Carr reported he attended the San Gabriel Valley Chamber’s Business Education webinar regarding the use of Artificial Intelligence (AI) in business development and suggested that AI can possibly be used to assist the ad hoc committee assess the demographics of the area and suggest types of businesses appropriate for the demographics.
Status:
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024 19 Ad Hoc Committee: Objective #3 – CDBG Funding
Objective Purpose: Advocate for improvements to city facilities within Northwest Pasadena.
Commissioners: Cullins, Yen, Ogbodo, Reyes
Action Items:
• Identify City building projects
• Seek city departments’ input on projects in Northwest Pasadena
Strategic Plan Updates:
July 2024:
• Chair Carr appointed Commissioner Reyes to the CDBG Funding ad hoc committee.
• Staff (Osborne) asked the ad hoc committee to follow up with Dianne Lewis regarding the status of the accessibility projects at the Alkebulan Cultural Center.
Commissioner Cullins stated the ad hoc committee will provide an update at the August meeting.
August 2024:
• Vice Chair Cullins reported he contacted Diane Lewis to arrange a time to complete an inspection of the accessibility projects at the Alkebulan Cultural Center and will notify the ad hoc committee of the date and time once confirmed. • Vice Chair Cullins recommended the Commission receive a presentation from Ms. Lewis regarding the history of the cultural center and the programs provided for the community.
• Vice Chair Cullins also requested the Commission receive a presentation from the Department of Housing regarding the Community Development Block Grant (CDBG) program prior to the review of the grant requests.
Status:
NWC Strategic Plan FY 2024-2025. Approved July 9, 2024 20 Ad Hoc Committee: Objective #4 – Telecommunication
recommendations to City Council
Objective Purpose: Increase Wi-Fi and cellular access in Northwest Pasadena
Commissioners: Mena, Smith, Yen, Carr
Action Items:
• Develop a survey for community members to complete and gather information on where there are gaps in signal strength.
• Develop City approved flyers with a QR code to send to City Councilmembers representing Northwest to include in newsletters.
• Develop a list of business contacts of network providers to communicate service issues
Strategic Plan Updates:
July 2024:
• Commissioner Mena recommended the following action item be discontinued:
o Consult Northwest businesses and investigate how to improve Wi-Fi service for businesses.
• Commissioner Mena recommended adding the following action item for the objective:
o Develop a list of business contacts of network providers to communicate service issues.
August 2024:
• Commissioner Smith reported he is working on the flyer to send to City Councilmembers and will provide a draft for review by the Commission at the September meeting.
• The Commission requested a presentation from the Department of Information Technology (DOIT). Staff (Osborne) requested the ad hoc committee provide her the topic for the presentation and she will follow up to schedule.
Status:
NWC Presentation Calendar FY 2024-2025. Approved July 9, 2024 21 Northwest Commission
Presentation Calendar FY 2024-2025
To be scheduled:
• Public Works presentation(s)
• Presentation about the history and community programs of the Alkebulan Cultural Center (Staff – Osborne)
• Presentation from Robert McClinton regarding use of Artificial Intelligence (AI) in business development (Carr)
• Presentation for Department of Housing regarding the Community Development Block Grant (CDBG) program (Staff – Osborne)
July 2024:
• Presentation by Brenda Harvey-Williams, Assistant City Manager, regarding the installation of a new memorial for the Robinson Family home located at 123 Pepper Street.
August 2024:
• No presentation
September 2024:
• DoIT presentation on internet services in Northwest Pasadena (Staff – Osborne)
October 2024:
•
November 2024:
• Presentation from the Department of Housing regarding an update on the cold weather shelter in Pasadena (Staff - Osborne)
December 2024:
•
January 2025:
• Status/Update on Northwest Community Plan
February 2025:
•
March 2025:
•
April 2025:
•
NWC Presentation Calendar FY 2024-2025. Approved July 9, 2024 22
May 2025:
•
June 2025: Annual Meeting
(updates approved August 13, 2024)
2. PASADENA CENTER OPERATING COMPANY ANNUAL REPORT*
1 PCOC
ANNUAL
REPORT
FY24
2 Dear Colleagues and Friends,
It’s an honor to work with the incredible staff, leadership, and board of the Pasadena Center Operating Company. Their countless hours and vested interest in providing the city and its visitors with unforgettable experiences, whether at the Pasadena Convention Center, Civic Auditorium, Ice Skating Center, or through Visit Pasadena, have ensured the past year was a fruitful and successful one.
The Pasadena Convention Center hosted an astounding 191 events – that’s 73 more than the last fiscal year – and the events management team received an overall client/customer satisfaction score of 3.98 out of 4.00, a testament to the team’s diligence and their ability to build and maintain strong relationships with both new and returning clients.
Legendary in its own right, the Pasadena Civic Auditorium was booked for an impressive 209 days out of 365 – that’s almost 60% of the year. It hosted major Live Nation shows like Kevin Hart, Brett Goldstein, Jon Stewart, and John Mulaney. It also welcomed back America’s Got Talent Season 18 Live Shows! (12 of them) and America’s Got Talent Season 19 Auditions (28 recording sessions).
Living up to its moniker, “Coolest Place in Pasadena” the Pasadena Ice Skating Center welcomed over 85,000 skaters, and consistently delivered results and exceeded expectations with in-rink session attendance, membership sales and private rentals.
Notably, the Visit Pasadena team, charged with promoting the city and attracting visitors for meetings, events, and leisure travel, closed out a remarkable year with over 46,000 room nights booked, 52 pieces of earned media coverage that reached a total of 483 million readers, and 1.5 million social distribution impressions.
What a year it’s been, and there’s already so much to look forward to in 2025. The PCOC team and I are especially excited to welcome you to one of the numerous events hosted throughout the year. PCOC is such a valuable resource and asset to Pasadena and is here to help you host your next event, promote your tourism- facing businesses, and provide exceptional customer service to the community and visitors. Please don’t hesitate to get in touch.
Wishing you the best,
Tyron Hampton
Chair, PCOC Board of Directors
First District Councilmember, City of Pasadena
LETTER FROM
THE CHAIR
2 3
OVERVIEW STATS
PASADENA CONVENTION CENTER
191 events
323,621 attendees
CIVIC AUDITORIUM ICE SKATING CENTER
85,289 public session skaters
5,269 skating school attendees
VISIT PASADENA
46,486
room nights booked
91,000 social media followers
2,600,000 website pageviews
52 earned media coverage
REVENUE GOALS
GOAL ACTUAL % OF GOAL
PCOC TOTAL
$12,710,000 $12,993,000 102%
CONVENTION CENTER
$4,905,000 $4,852,000 99%
CIVIC AUDITORIUM
$1,630,000 $1,639,000 101%
ICE SKATING CENTER
$3,100,000 $3,147,000 102%
3.98 out of 4.00
client customer satisfaction
score
209 event use days
32 events and
films productions
4 EVENTS
The state-of-the-art Pasadena Convention Center
impressively played host to 191 events and drew in a
staggering 323,621 attendees, encompassing a diverse
range of gatherings in entertainment, consumer affairs, business meetings, scientific forums, and international conferences.
• IEEE International Geoscience and Remote Sensing
Symposium
• Techno Security & Digital Forensics Conference
• Golden State Tattoo Expo
• 33rd Annual Japanese Food and Restaurant Show
• Solution Tree Professional Learning Communities
• 35th Annual Great Minds in Stem
• Lightbox Expo
• Southern California Association of NonProfit
Housing Conference
• Anime Pasadena
• California Transit Association 58th Annual Fall
Conference & Expo
• California Association for Behavior Analysis 42nd
Annual Western Region Conference
• Groom Expo West
• American Choral Directors Association Western
Region Conference
• 2024 Annual SoCal Linux Expo
• Cognitive Development Society Biennial
Conference
• American Youth Soccer Organization 2024 Sections
1/10/11 Expo
• World Congress of Cutaneous Lymphomas
• California Association for the Education of Young
Children 2024 Annual Conference
• Monsterpalooza
• The Salvation Army Congress 2024
191
events
CONVENTION CENTER
5 CUSTOMER SERVICE
SCORE
3.98/4.00
5 CUSTOMER SERVICE
The Pasadena Convention Center’s team of event
professionals and service providers consistently
delivered exceptional service to their clients,
achieving a near perfect customer satisfaction score
of 3.98 out of 4.00. These outstanding survey results
serve as concrete evidence of PCOC’s unwavering
dedication to excellence.
client
satisfaction
rating
6 CIVIC AUDITORIUM
The Pasadena Civic Auditorium operated
209 event use days with 32 events and film
productions including:
• America’s Got Talent Season 18 Live
Shows! (12 shows)
• America’s Got Talent Season 19 Auditions
(28 recording sessions)
• Walt Disney Animation Studios
• Live Nation Jon Stewart & John Mulaney
• Breeders’ Cup Limited Post Position Draw
& Fan Fest
• Los Angeles Ballet Nutcracker &
Serenade/The Firebird
• Cirque Dreams Holidaze
• Live Nation Brett Goldstein
• Live Nation Kevin Hart
• Graduations including: North-West
College, Western University, PUSD, Alliant
International University
The illustrious Pasadena Civic Auditorium
has graced the Los Angeles arts and culture
scene for more than nine decades. It remains a
shining star and a venue of choice for hosting
live performances, television productions,
cultural concerts, graduations, and corporate
events.
This year was particularly remarkable, with
the auditorium playing host to “America’s
Got Talent: Season 18 Live Shows!,” and
“America’s Got Talent: Season 19 Auditions.
209
event use days
7 The Pasadena Ice Skating Center drew in tens of thousands of skaters last year. The “Coolest Place in Pasadena” maximizes its facility usage with daily public sessions, year-round group classes for figure skating and hockey, private lessons, birthday parties, youth and adult hockey leagues, curling, private rentals, and a plethora of other activities.
ICE SKATING CENTER
HIGHLIGHTS
• The rink consistently delivered impressive results across all sessions, and surpassed expectations with increased participation in rink sessions, memberships, and private rentals. • The Pasadena Figure Skating Club hosted a National Qualifying Series competition in September with nearly 450 skaters.
• The 38th Annual ISI rink competition was held April 26-28 with 312 skaters and 55 coaches representing ten local SoCal rinks.
• The rink installed new LED lights for the exterior of the rink. • The employee break room was remodeled.
85,289
public session
skaters
5,269
skating school
registrations
• 904 private rentals
• 13,603 figure skating rink session registrations
• 2,512 hockey rink session registrations
• 85,289 public session admission and 36,742 skate rentals • 141 memberships sold
• Hockey adult league: 322 spring skaters / 322 fall skaters / 339 Winter skaters and over 600 drop-ins.
• Skating school group classes: 898 spring registrations / 921 summer registrations / 949 fall registrations / 931 winter registrations / 785 early spring registrations
8 VISIT PASADENA
Visit Pasadena continued its efforts to inspire
tourism to the destination. A robust marketing
and communications strategy continued to attract
leisure travelers for overnight visitation and promote
Pasadena as a premier meetings destination in
Southern California. Our intentional campaigns
across social media, digital, and traditional platforms have positively showcased Pasadena’s charming
landscapes, culinary prowess, cultural experiences,
and can’t miss events. Sales efforts capitalized on
targeted sales and marketing efforts to bolster the
influx of meetings, conventions and tradeshows
coming to Pasadena.
HOTEL TRENDS
Hotel performance indicators including occupancy, ADR, and revPAR are all trending in a positive direction.
Occupancy Average Daily Rate (ADR) Revenue Per Available Room (RevPAR) Revenue FY24 71.6% $206.82 $148.04 $138.8M
FY23 73.9% $201.57 $148.88 $138.8M
We proudly celebrated Pasadena making the New York Times’ “52 Places to go in 2024” list which called out select outdoor locations within our destination and is geared toward a discerning audience of avid travelers, who actually book trips based off this prestigious list.
The Visit Pasadena team also grew by two, as we welcomed powerhouse professionals including our new Communications Manager and Manager of Business Intelligence & Tourism Insights. 9 ROOM NIGHTS BOOKED FOR FUTURE BUSINESS
Our sales department remained focused on key areas of opportunity such as our strong client base of SoCal associations, scientific meetings, and our local corporate market. The sales team successfully booked 46,486 room nights. • Salvation Army Congress, June 2024, 3,800 room nights • California Assn for Health, Physical Ed, Recreation & Dance, January 2025, 863 room nights
• Microcircuit Applications and Critical Tech, March 2025, 1,380 room nights • California Storm Water Quality Assn, September 2025, 1,450 room nights • ASM Intl Symposium for Testing and Failure Analysis, November 2025, 770 room nights
• US National Congress on Computational Mechanics, July 2027, 2,697 room nights
46,486
room nights
MEETINGS AND SALES
10 CITYWIDE CONVENTIONS
Visit Pasadena hosted nine citywide conventions that brought tremendous economic value to the city.
• IEEE 2023 Intl Geoscience and Remote Sensing Symposium, July 2023, 1,151 room nights
• Solution Tree Professional Learning Communities, September 2023, 1,200 room nights
• Great Minds in Stem, October 2023, 4,022 room nights
• Lightbox Expo, October 2023, 2,603 rooms nights
• Breeders’ Cup, November 2023, 2,976 room nights
• CalABA Annual Western Region Conference, February 2024, 1,236 room nights • American Choral Directors Western Region, March 2024, 1,605 room nights • American Youth Soccer Assn, April 2024, 1,546 room nights • Salvation Army Congress, June 2024, 3,800 room nights
MEETING PLANNER EVENTS
The team participated in trade shows, appointment
shows and networking events to help bring awareness to
Pasadena and its offerings.
• CESSE: Council of Engineering and Scientific Society
Executives
• American Society of Association Executives
• Connect West
• Destination California
• CalSAE Seasonal Spectacular
• IEEE Convene
• IMEX America
• Independent Planner Education Conference
• Smart Meetings California
• Destination Showcase 2024
SITE INSPECTIONS
In person site inspections are the optimal way for meeting planners to experience the destination and its meeting
facilities. The sales team conducted in-person site visits providing inspections for clients.
9 citywide
conventions
11 CVENT
Visit Pasadena increased its presence on CVENT,
the preeminent website database for meeting
planners during their site selection and RFP
process with a Diamond Plus Advertising Package
that targets meeting planners searching for
locations within Los Angeles and Orange County.
4.4M
paid media
impressions
MEETING PLANNER CAMPAIGN
Visit Pasadena refreshed the messaging of its
business meetings and conferences campaign
from, “No Rose-Colored Glasses Needed” to
“Meetings Bloom Here” and “Where Meetings
Blossom. ” The targeted digital campaign included
email blasts and digital media. The programmatic
campaign earned 4.4M impressions and social
distribution earned 1.5M impressions. Target
markets included corporate, national and state
associations, as well as engineering, scientific and
technology meetings.
The messaging positioned Pasadena as a fun place
to meet, offering a safe and walkable downtown,
global cuisine, iconic landmarks, beautiful and
green streets, historic architecture, and warm/
friendly people.
1.5M
social distribution
impressions
12 MEDIA TRADESHOWS AND EVENTS
Domestic media receptions and international media trade shows were a few of the key industry opportunities that Visit Pasadena utilized to engage with editors, producers, freelance journalists, and digital influencers in target media markets.
• TravMedia International Media Marketplace
• US Travel IPW international marketplace
• PRSA Travel & Tourism Conference
• Society of American Travel Writers Annual Convention
• Society of American Travel Writers Virtual Media
Marketplace
• Visit California Chicago Media Mission
HOSTED MEDIA
Individual media visits were secured to promote Pasadena with the goal of earning valuable editorial coverage. The communications team hosted 10 media.
• Sari Hitchins, Parents Magazine
• Melissa Perdigao, Toronto Star/The Kit
• Gerald Tan, Shondaland
• Katherine Rodeghier, The Daily Herald
• Kim Pemberton, Times Colonist
• Laura Pullman, The Sunday Times (UK)
• Ed Condran, Spokesman Review
• David Swanson, Incentive & Financial Meetings
Magazine
• Jiaying Grygiel, Seattle’s Child
• Monica Tully and Stephanie Pak, Arcadia Magazine (UK) • Kinya Claiborne, Style & Society Magazine
• Jacob Fu and Esther Lee, Local Adventurer
• Joe Sills, Get Lost Podcast and Forbes
• Phoenix Satellite TV Crew
COMMUNICATIONS
Through Visit Pasadena’s robust public relations efforts, the communications team earned national attention with 52 media mentions in publications such as the New York Times, Toronto Star, Shondaland, Times Colonist, Seattle’s Child, and Parents Magazine.
13 52
earned leisure and
meetings coverage
Shondaland
Readership: 335K UVM
The New York Times
Readership: 141M UVM
Vogue
Readership: 10M UVM
KTLA
Viewership: 7.1M UVM
EARNED MEDIA COVERAGE
Visit Pasadena’s media efforts continued to deliver successful results by consistently generating mentions and media
placements. Through broadcast, digital, and print outlets, Pasadena businesses and attractions received global coverage, reaching millions of potential visitors.
• Total Mentions: 52
• Total Aggregate Readership: 483 Million
14 LEISURE TOURISM MARKETING
MAKE TIME FOR PASADENA
2023 CAMPAIGN
Visit Pasadena continued the “Make Time for
Pasadena” campaign in the fall of 2023 to align
with consumer sentiments emphasizing quality
time with friends, family, and promoting self-
care. The imagery included people enjoying
time in Pasadena while the graphics resembled
a “bucketlist” and animated HTML5 ads were
utilized.
6.7M
paid media
impressions
8.5M
paid media
impressions
WHAT’S SO GREAT ABOUT
PASADENA 2024 CAMPAIGN
Visit Pasadena launched the “What’s So Great
About Pasadena” campaign in the spring of 2024
to play upon the SF Gate article that questions why
Pasadena was named one of New York Times “52
Places to Go in 2024. ” The tone juxtaposes the
criticism with stunning visuals and counters “if you
have to ask, you haven’t been. ”
15 THE PASADENA OFFICIAL VISITORS GUIDE
& SUMMER EXPERIENCE GUIDE
The Pasadena Official Visitors Guide is the definitive information source for leisure and business visitors to Pasadena and Southern California. The guide provided inspiration for people as they plan their trips and once they arrive. A new Summer Experience Guide provided an indepth look at summer events and attractions. The guide is distributed in Pasadena and Los Angeles hotels, attractions, major airports and California welcome and visitor centers.
VISITOR HOTLINE
The Visitor Hotline reopened in December 2023. Over the decades, the line has been a valuable resource for both residents and tourists alike. The annual media kickoff included a special appearance from the Tournament of Roses Royal Court, who answered calls regarding the Rose Parade, Rose Bowl Game, Float Fest, Equest Fest, and more. An accompanying Rose Parade Guide was also launched on visitpasadena.com allowing guests to easily find information during non-operating hours.
43k
Rose Parade
website users
16 LOCAL BUSINESS SUPPORT -
AUTHENTICALLY YOURS CITYWIDE
HOLIDAY CAMPAIGN
Visit Pasadena and the City of Pasadena’s Economic Development Division partnered to host an “Authentically Yours” holiday campaign to coincide with Small Business Saturday. The campaign included a social media collaboration with the Tournament of Roses featuring the Royal Court. Eight reels were produced showcasing different small businesses within Pasadena where shoppers could obtain a limited-edition shopping tote. Additional welcome stations at small businesses across Pasadena were also chosen to hand out bags to any shoppers during the campaign timeframe.
FESTIVAL ACTIVATIONS AT
ROSE BOWL
To compliment the summer-long music festivals
at the Rose Bowl, Visit Pasadena hosted a brand
activation at Cruel World Festival, Just Like
Heaven, and Head in the Clouds providing visitor
resources to concert attendees. The activation
included giveaways, a photo op wall, matching
information table and a cooling station.
BOBA TRAIL
Following the successful launch of the 2023 Boba Trail, the marketing team partnered with Bandwango to create a gamified version of the trail, with passholders being able to earn points for checking in at various boba shop locations around the city. Points are then redeemed for prizes at the visitor center. The passport was launched on National Boba Day and received broadcast coverage on KTLA News.
17 DIGITAL EFFORTS
WEBSITE
The marketing team is constantly updating and
iterating the Visit Pasadena website to align
with user trends and improve user experience
to make navigation quick and easy. To support
short-term rental properties (STRs), the
marketing team also developed a presence for
permitted STRs on the website.
SOCIAL MEDIA
Visit Pasadena has strategically invested in video
content creation and leveraged Crowdriff Creator
Studio to adapt to the evolving algorithms
on Facebook and Instagram. This approach
significantly enhanced its reach and engagement
across these platforms.
The introduction of collaboration tags on
Instagram has enabled Visit Pasadena to expand
its audience by connecting with followers of
its partners, vetted content creators, and paid
influencers.
Following trends, Visit Pasadena’s focus shifted
from X to YouTube Shorts, citing the superior
engagement and expansive reach of video
content across all platforms. Instagram Reels
continued to be the preferred medium for
target audiences to receive information about
upcoming events and unique attractions in
Pasadena as well as entertaining, knowledgable
content about the city.
91.6k
social media followers
2.6M
website pageviews
(8.3% increase)
18 FY24 FINANCIALS
14M
12M
10M
8M
6M
4M
2M
0 OPERATING
REVENUE
OPERATING
EXPENSE
$13.0 M
$10.0 M
5M
4M
3M
2M
1M
0 PTBID
REVENUE
PTBID EXPENSE
$4.1 M $3.7 M
PASADENA TOURISM
BUSINESS IMPROVEMENT
DISTRICT (PTBID) REVENUE
& EXPENSES
PASADENA CONVENTION
CENTER, CIVIC AUDITORIUM
& ICE SKATING CENTER
EXPENSES
12M
10M
TRANSIENT OCCUPANCY
TAX (TOT) REVENUE &
EXPENSES
8M
6M
4M
2M
0 TOT
REVENUE
DEBT
SERVICE
$11.6 M $11.6 M
19 FY24 BOARD
Tyron Hampton
PCOC Chair, Pasadena City Council Member, District 1
Phillip Hosp
Vice Chair, At Large
Joe Titizian
Secretary, Hilton Pasadena
Pat Amsbry
At Large
Kim Burbank
At Large
Joan Aarestad
At Large
Scott Boone
At Large
David Eads
Tournament of Roses
Marlon Gonzalez
Hotel Dena
David Klug
City of Pasadena
Paul LeClerc
The Langham Huntington
Eleanor Lee
At Large
Jeff Michael
At Large
Blair Salisbury
El Cholo Restaurant
Dan Stenz
Westin Pasadena
PCOC EXECUTIVE
STAFF
Michael Ross
Chief Executive Officer
Kristin McGrath
Executive Director, Visit Pasadena
Naz Sabripour
Executive Director, Pasadena Convention
Center
Christine Susa
Director of Marketing & Communications
Margie Christ
Director of Human Resources
Phuong Wong
Director of Finance
20 PASADENA CENTER OPERATING COMPANY
MISSION
The mission of the Pasadena Center Operating Company (PCOC) is to promote Pasadena as a meeting and travel destination in an effort to maximize economic impact through the development of meetings, conventions, entertainment events, and tourism by providing professionally managed facilities and first-class service.
3. PASADENA COMMUNITY ACCESS CORPORATION ANNUAL REPORT*
4. ROSE BOWL OPERATING COMPANY ANNUAL REPORT FY2023-2024*
ANNUAL REPORT
2023 - 2024
The Rose Bowl Stadium is an internationally recognized symbol of Pasadena and the historic centerpiece of the Central Arroyo.
The Rose Bowl Operating Company (RBOC) is responsible for the governance and stewardship of the Rose Bowl Stadium and Brookside Golf Courses. The RBOC will ensure that the Rose Bowl remains a world-class destination for sporting and entertainment events for all of Pasadena's residents and visitors. It will ensure that the Brookside Golf Courses will retain their reputation as two of the finest municipal golf courses in Southern California.
The economic health of the Rose Bowl Stadium is vital to the City of Pasadena. The RBOC will maintain its commitment to financial solvency, while preserving the dignity and historical significance of the stadium in a majestic park environment. The Rose Bowl Stadium will continue to be recognized as one of the nation's premiere sport and entertainment venues.
The Rose Bowl Stadium will continue to be a good neighbor and a good partner to the entire Pasadena community. The Rose Bowl Stadium represents the future of Pasadena and must be preserved and enhanced for the generations to come.
OUR MISSION
OUR VISION
The primary purpose of the Rose Bowl Operating Company (RBOC) is to return economic and civic value to the City of Pasadena by managing a world-class stadium and a professional quality golf course complex in a residential open-space environment.
ROSE BOWL OPERATING COMPANY (RBOC)
To the Mayor, Members of the City Council, City Staff and the Residents of Pasadena:
I am proud to present the Rose Bowl Operating Company's Annual Report for Fiscal Year 2024, a year that was filled with many memorable and exciting events. Equally important, Fiscal Year 2024 was a financial success.
The major event season kicked off at the Rose Bowl Stadium with the very popular reggaeton music artist, Karol G. She performed her newly released Mañana Será Bonito album at America’s Stadium in August of 2023. The showcase of her fourth studio album sold out the stadium on back-to-back nights, drawing over 120,000 fans.
The next month, Coldplay returned to the Arroyo for their Music of the Spheres Tour. During their two-day stop, they performed fan favorite songs such as “Yellow," “Viva La Vida,” and “My Universe.” The group enhanced the experience of attendees by using colorful lights, fireworks, and effects throughout their set.
In the Fall of 2023, UCLA football returned to America’s Stadium. The team gained momentum thanks to early season success. Fans visited the Rose Bowl Stadium to commemorate UCLA’s final season in the Pac-12 Conference.
In October, the stadium hosted the El Clásico de México soccer match. This annual rivalry game is played in the United States by Mexico City’s Club América and the Chivas de Guadalajara teams. The sold-out match welcomed over 81,000 soccer fans to America’s Stadium. Club América won 2-0.
In January, the stadium hosted the 110th edition of the "Granddaddy of Them All", The Rose Bowl Game®.
This year, the game was one of two College Football Playoff Semi-Final games. Over 95,000 fans came to watch the Michigan vs. Alabama overtime thriller. The Wolverines beat the Crimson Tide, 27-20.
In February, Brookside Golf Course welcomed the Pokémon GO Tour to California. The family-friendly event drew 30,000 Trainers to the Arroyo who laughed, cheered, and supported one another.
In May, Brookside Golf Course hosted two music festivals on back-to-back weekends that attracted over 65,000 attendees combined. The first was Cruel World, which had headliners such as Duran Duran and Blondie. The following one was Just Like Heaven, which had The Postal Service and Phoenix as headliners.
The festivals took place on the grass setting of Brookside Golf Course, with the Rose Bowl Stadium as a backdrop.
Brookside Golf Course enjoyed a successful year generating a profit while providing a high quality golfing experience. Brookside completed several remodeling projects and renovated every room in the clubhouse including the addition of the Tee Time Tavern. This room can host private groups who can play on a virtual driving range while enjoying great food, refreshing drinks, and live sports.
The plethora of activity and the successful management by the RBOC staff enabled the RBOC to generate revenue in excess of expenses of over $4.8 million thus protecting the General Fund from debt obligations.
In addition, the RBOC was able to invest almost $4 million dollars into the stadium and golf course in the form of capital projects and preventative maintenance.
The Rose Bowl Operating Company looks forward to working with the City to ensure the stadium continues to thrive thus enabling the RBOC to continue to make the proper improvements and capital investments needed to secure the stadium and the golf course's future for generations to come.
Steve Haderlein
President, Rose Bowl Operating Company
OUR MISSION
LETTER FROM THE RBOC PRESIDENT
UCLA FOOTBALL
EVENTS
19 Total
Events
JULY
LA Galaxy vs LAFC
Real Madrid vs AC Milan
AUGUST
Head in the Clouds Day 1
Head in the Clouds Day 2
Karol G Concert Night 1
Karol G Concert Night 2
Leagues Cup – LAFC vs Monterrey
SEPTEMBER
UCLA vs Coastal Carolina
UCLA vs NC Central Eagles
Coldplay Concert Night 1
OCTOBER
Coldplay Concert Night 2
UCLA vs Washington State
El Clásico de México
UCLA vs Colorado
NOVEMBER
UCLA vs Arizona State
UCLA vs Cal
JANUARY
110th Rose Bowl Game®
MAY
Cruel World
Just Like Heaven
JULY
Pacific Crest Drum Corps at the Rose Bowl
OCTOBER
CraftoberFest
2023 Greater Los Angeles Heart & Stroke Walk
Turkey Tussle
NOVEMBER
Turkey Trot
JANUARY
Rose Bowl Half Marathon & 5K
FEBRUARY
Pokémon GO Tour
MARCH
Michael J. Fox Foundation's Los Angeles Run/Walk
JDRF One Walk
Walk MS: Greater Los Angeles 2024
APRIL
Masters of Taste
Walk for Kids
Rosé Bowl Rosé Festival
Epilepsy Walk Los Angeles
MAY
2 BEARS 5K
Cinespia presents Almost Famous
JUNE
Foodlieland Night Market
2023-2024
MAJOR EVENTS
2023-2024
ENTERPRISE EVENTS
2024 ROSE BOWL GAME
With a mission to preserve, protect and enhance the future of America’s Stadium as a National Historic Landmark, the Rose Bowl Legacy Foundation has achieved remarkable success since its founding in 2010 and the generosity of 25 original hyper-local donors.
Stewarded by a small staff of three and a volunteer-led Board of Directors and Advisory Board, the Foundation’s donor base has now exploded to almost 5,000 national contributors.
In 2022, the Rose Bowl Legacy Foundation reached the completion of its ambitious $40 million goal in gross donations before the venue's 100th birthday. This achievement is a testament to the unwavering support of the community and donors who recognize the cultural and sporting importance of the Rose Bowl Stadium. This accomplishment not only helped secure the financial future of the venue but also ensured its continued ability to host world-class events.
Continuing its remarkable journey of success, the Legacy Foundation anticipates launching the Stadium’s first-ever capital campaign in late 2024, which will be a multi-year effort to raise critical funds to ensure the continued viability of the Stadium. In the next four years alone, Pasadena will host the annual College Football Playoff, supported UCLA entering the Big Ten Conference, and welcome the venue’s third Olympic Games (2028). All of this, coupled with the Stadium’s most active music calendar in its history, has prepared the Legacy Foundation for a strong effort to ensure the Rose Bowl Stadium experience continues to match the expectation of its patrons.
The Legacy Foundation has also led the Stadium’s government relations efforts on a local, county, state and federal level. Since 2020, the Stadium has been awarded $13.7 million in State and Federal awards for vital infrastructure improvements, such as upgrades with the main gas and water lines and target hardening (security) initiatives at the National Historic Landmark. Additionally, Senate Bill 96 was signed into California law in late 2023 (the Historic Venue Restoration & Resiliency Act), which will result in an additional $1-$2 million annually for at least the next five years. This targeted initiative is a testament to the ongoing commitment to maintaining the iconic venue's status as a world-class sporting and entertainment destination, but also the understanding of our elected officials on the importance of the venue’s vibrancy. On a Federal level, the Rose Bowl Stadium led the creation of the Congressional Historic Stadium Caucus which includes active participation of 25 of the nation’s most historic stadiums aligned to drive support and legislation on a national level in support of historic preservation, infrastructure protection, security advancement and more. This financial injection represents a significant step forward in the stadium's efforts to modernize and preserve its legacy, further cementing its position as a cherished and well-maintained landmark.
The Rose Bowl Institute (RBI) was founded as part of the Legacy Foundation in 2020.
The RBI champions sportsmanship, leadership, and citizenship through educational programs, focused dialogues, and awards. The Rose Bowl Institute leverages the power of sports to unite people across the world. All programs have been free to the public due to donor funds and have impacted over 50,000 youth in nearly all 50 states and seven countries with dialogues centered around women’s empowerment, ethics, integrity, civic literacy and so much more.
LEGACY FOUNDATION
MUSIC FESTIVALS
For a complete Rose Bowl Stadium staff roster, please click here.
On September 1st, 2023, the Rose Bowl Stadium opened its doors to its newest room on campus, the California High School Football Hall of Fame. The historic area honors athletes, coaches, and moments that have shaped the landscape of high school football in California. Thanks to an incredible selection committee, which represents all 10 CIF sections, the inaugural class consisted of 100 players, 13 coaches, and four award winners for their impact on the sport.
In October, the stadium cemented UCLA Coach Terry Donahue’s legacy with a statue dedication. During the 20 years of coaching, Coach Donahue won 151 of the 233 games he coached, making him the winningest coach in UCLA football history.
He led the Bruins to seven consecutive bowl championships, three of them were Rose Bowl Game® wins. The statue is located across from the Charles E. Young Locker Room.
In April, community members were invited to the stadium to celebrate the spring season. Families were able to participate in field egg hunts, take photo opportunities with the bunny, and dance to upbeat music. For those who were interested, complimentary tours were provided. The day was full of colorful eggs, plenty of sunshine, and joyous moments.
The Rose Bowl Stadium hosted its third annual Cinco de Mayo event on Saturday, May 4, 2023. The free, family-friendly event brought the Pasadena community together to enjoy Latino culture and traditions. The festivities took place on the field, including youth soccer matches, movie showings, and live music. In the Court of Champions, a marketplace filled with opportunities to support local Hispanic businesses.
Throughout the year, the Rose Bowl Stadium supports various non-profit organizations with fundraising initiatives by hosting events, walks, and runs for the community. These groups include Autism Speaks, Union Rescue Mission, American Heart Association, and others with a mission to assist those in need. Thanks to the collaborations, over the last 12 months, the Rose Bowl Stadium has helped raise over $5.3 million to support families, children, and individuals.
Over the summer, the stadium hired its first-ever Director of Community Relations, Dominick Correy, who is a Pasadena native. “I look forward to continuing to build new partnerships and strengthening past relationships with the community,” says Dominick Correy. “It is an honor to serve the same community I grew up in.”
COMMUNITY RELATIONS & ENGAGEMENT
1,000,000
10,000,000
20,000,000
30,000,000
60,000,000
Stadium Revenues
Non-Operating Revenues
Interest Expense
Golf Complex Revenue
Golf Complex Expenses
Preventative Maintenance
Stadium Expenses
50,000,000
40,000,000
Capital Set Aside
Stadium Revenues
Non-Operating Revenues
Interest Expense
Golf Complex Revenue
Golf Complex Expenses
Preventative Maintenance
Stadium Expenses
Capital Set Aside
49,753,791
5,026,038
39,996,698
12,182,073 12,745,711
9,362,044
1,608,519
6,669,916
FY2024 ANNUAL REPORT PRELIMINARY YEAR-END CLOSE,
PENDING FINANCIAL AUDIT (UNOFFICIAL)
FY2023 ANNUAL REPORT PRELIMINARY YEAR-END CLOSE,
PENDING FINANCIAL AUDIT (UNOFFICIAL)
FISCAL PROJECTIONS
1,000,000
10,000,000
20,000,000
30,000,000
60,000,000
50,000,000
40,000,000
41,941,449
4,585,474
32,668,309
12,236,402 10,471,477 7,738,635
1,940,561 1,594,609
1,000,000
INSTAGRAM
2019
2020
2021
2022
2023
20.1K
23.4K
25.3K
31.1K
38.0K
FACEBOOK
X
2019
2020
2021
2022
2023
53K
58.7K
59.3K
60.9K
64.2K
2019
2020
2021
2022
2023
23.4K
24.6K
24.6K
24.9K
25.1K
DIGITAL AND SOCIAL MEDIA
2024 41.9K
2024 65.8K
2024 25.3K
1,000,000
Preventative Maintenance
Capital Set Aside
Preventative Maintenance
Capital Set Aside
BOARD MEMBERS
District 1, RBOC Treasurer - Raphael Henderson
District 2 - Aaron Milam
District 3 - Doug Kranwinkle
District 4, RBOC President - Steve Haderlein
District 5, RBOC Secretary - Paul Arevalo
District 6 - Michael Hurley
District 7 - Eileen Williamson
UCLA Representative - Pete Angelis
At Large Mayor's Representative - Patty Barajas Tavera
At Large Mayor's Representative, RBOC Vice President - Tara Newman City Manager Representative - Philip Hawkey
City Council Representative - Steve Madison
Tournament of Roses Representative - Craig Washington
Pasadena Center Operating Company Representative – Phil Hosp Counsel - Lesley Cheung
EXECUTIVE STAFF
Chief Executive Officer - Jens Weiden
General Manager - Derek Doolittle
Chief Development Officer / President, Legacy Foundation - Dedan Brozino Chief Financial Officer - Mo Salama
Chief Compliance Officer - Nancy Silver
Chief Revenue Officer - Monique Reaves
Chief Operations Officer - Jenessa Castillo
ROSE BOWL OPERATING COMPANY BOARD
& EXECUTIVE STAFF
For a complete Rose Bowl Stadium Staff Roster, please click here.
THANK
YOU
INFORMATION ONLY
1. ASSEMBLY BILL (AB) 2295 (LOCAL EDUCATION AGENCIES: HOUSING DEVELOPMENT PROJECTS)*
2. MULTIFAMILY HOUSING PROJECTS IN PASADENA
3. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
1. ASSEMBLY BILL (AB) 2295 (LOCAL EDUCATION AGENCIES: HOUSING DEVELOPMENT PROJECTS)*
MEMORANDUM
TO: ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
FROM: JENNIFER PAIGE, DIRECTOR OF PLANNING AND COMMUNITY
DEVELOPMENT DEPARTMENT
DATE: NOVEMBER 18, 2024
SUBJECT: ASSEMBLY BILL 2295 (HOUSING PROJECTS: LOCAL EDUCATIONAL AGENCY)
RECOMMENDATION:
Receive the presentation from staff on Assembly Bill (AB) 2295 (Housing Projects: Local Educational Agency).
BACKGROUND:
On April 29, 2024, the Pasadena City Council and Pasadena Unified School District Board of Education held a special joint meeting at the City Council Chambers. City staff made a presentation on AB 2295 and Senate Bill (SB) 35. The state passed AB 2295 to allow properties owned by a local educational agency (LEA) to be developed as housing for teachers and other LEA employees. The bill exempts LEAs from the Surplus Land Act and outlines minimum development standards (e.g., density, floor area, etc.).
If a project qualifies for the bills, a minimum 50 percent of the units must be reserved as affordable and all of the units must be rental. Local review would be limited to compliance with objective design standards. However, since the project must include affordable units, it would be eligible for concessions and waivers from zoning code requirements. If a project also includes an SB 35 application, the local agency’s review process would be expedited.
Attachment (1):
A. April 29, 2024 City staff presentation
Planning & Community Development
Streamlining Bills for
Local Educational Agencies
Housing Development Projects
Special Joint City Council/PUSD
April 29, 2024
Planning & Community Development
AB 2295: What the law does
• Deems a housing development project an allowable use on any real property owned by a local educational agency (LEA) if the housing development satisfies certain conditions.
> Does not provide a ministerial process. Project still subject to local objective zoning, subdivision and design review standards.
> Can be combined with another streamlining bill (such as SB35) that establishes a ministerial review process.
• Exempts a housing development project from various requirements regarding the disposal of surplus land.
• Guarantees a minimum density of 30 du/acre and 35 feet in height. 2 Planning & Community Development
AB 2295: What is a ‘housing development’
• An eligible ‘housing development’ must satisfy all the following 10 requirements:
1) Project Size & Affordability:
The project shall consist of at least 10 housing units. It shall have a 55+ year deed restriction requiring the majority of the units to be set at an affordable rents to lower-income or moderate-income households with at least 30% of the units affordable to lower-income households:
30% minimum = Set aside for households at 80% or less AMI (very-low or lower income).
21% minimum or more = Set aside for households at 120% or less AMI (very-low, lower and moderate-income).
Remaining % = Can be any income level, including market-rate. 100% of the units shall be rented by local educational agency employees first, then local public employees, and lastly to general members of the public. Rental priority must be offered in this order.
3 Planning & Community Development
AB 2295: What is a ‘housing development’
4) Density: The residential density shall be the greater of the following:
A) The residential density allowed on the parcel by the city.
B) The applicable density deemed appropriate to accommodate housing for lower income households in that jurisdiction, as specified in paragraph (3) of subdivision (c) of Section 65583.2.
This will be a minimum of 30 du/acre in Pasadena, as permitted under the bill.
5) Height: The height limit shall be the greater of the following:
A) The height limit allowed on the parcel by the city.
B) Minimum of 35 feet.
The height limit will be 35 feet in Pasadena, as permitted under the bill. 6) The property is adjacent to a property that permits residential uses as a principally permitted use.
7) The property is located on an infill site.
4 Planning & Community Development
AB 2295: What is a ‘housing development’
8) Development Standards:
A-i) The housing development shall satisfy objective design review standards that do not preclude the housing development from achieving the residential density and height permitted.
A-ii) If a local agency has not adopted objective standards, the housing development shall be subject to local zoning, parking, design, and other ordinances, local code requirements, and procedures applicable to the processing or permitting of a housing development on the nearest parcel in a multi-family zone that meets or exceeds the density and height. 9) The property is located entirely within any applicable urban limit line or urban growth boundary established by local ordinance.
10) The housing development complies with all infrastructure-related requirements, including impact fees that are existing or pending at the time the application is submitted, imposed by a city or county or a special district that provides service to the parcel.
5 Planning & Community Development
SB 35: Additional Streamlining Option
SB 35 was adopted in 2017 and is a streamlining bill for housing projects that comply with local zoning and state laws:
• Not limited to educational sites like AB 2295, but housing must be a permitted use. • Established a ministerial application process (no discretionary reviews) and therefore projects not subject to CEQA.
• City application review must be completed within a compressed timeframe depending on the size of the project.
• Requires prevailing wage.
• Cannot be used on a site that removes a historic resource. • Requires 10% of units for households at 50% or less AMI (very-low income) or 50% of units for households at 80% or less AMI (very-low or lower). 6 Planning & Community Development
• Most PUSD sites in Pasadena are zoned PS (Public/Semi-Public). • PS zoning requires a Conditional Use Permit (CUP) for allowed uses and Design Review. Development standards are established through the CUP. • In the PS zone, only a few limited housing types are allowed with a CUP (Affordable Senior Housing, Residential Care and Dormitories). All other housing accessory only to a primary use.
• Per a potential scenario of combining AB 2295 and SB 35:
> Multi-family housing would be permitted by-right (subject to the criteria in both bills) > The review process would be ministerial and no CEQA required. > Must still meet City’s Inclusionary Requirements for rental units (5% very-low, 5% lower, 10% moderate) and affordability levels of both bills. > Subject to objective design standards, plan check review and building permits 7 Pasadena Regulations
Planning & Community Development
Streamlining Bills for
Local Educational Agencies
Housing Development Projects
Special Joint City Council/PUSD
April 29, 2024
2. MULTIFAMILY HOUSING PROJECTS IN PASADENA
MEMORANDUM
TO: ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
FROM: JENNIFER PAIGE, DIRECTOR OF PLANNING AND COMMUNITY
DEVELOPMENT DEPARTMENT
DATE: NOVEMBER 18, 2024
SUBJECT: PROPOSED MULTIFAMILY HOUSING PROJECTS
RECOMMENDATION:
Receive the presentation from staff on proposed multifamily housing projects.
BACKGROUND:
Staff will provide a presentation on proposed multifamily housing projects in the City of Pasadena.
This includes projects that have been submitted for predevelopment plan review or design review and have not yet been constructed. For purposes of this memo, multifamily is defined as three or more dwelling units. The information does not include single-family construction, two-unit projects or accessory dwelling units.
In total, the list includes over 60 projects with over 3,000 units. While projects are located throughout the City, the majority of them are located within the Central District. Staff does not have information on affordability levels for projects that are currently in the design review process.
However, for projects that have submitted for building permits, over 300 units will be reserved as affordable housing (including five projects that will be 100 percent affordable).
3. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
MEMORANDUM
Date: November 19, 2024
To: Economic Development and Technology Committee
From: David A. Klug, Economic Development Director
Subject: Economic Development Update
The Economic Development Division is committed to supporting a thriving local economy. This memo provides an update on market conditions and the Division’s efforts.
1. Business Development
a. Notable Openings & Successes
i. La Michoacana De Dena, located at 1373 N Lake
Ave., held their grand opening event on September 8.
Attendees enjoyed a variety of delicious ice creams,
paletas, and snacks, along with exciting prizes.
ii. A Little Tea, located at 1671 E Colorado Blvd., across from Pasadena City College, offers products inspired
by modern Chinese tea customs and continues to
expand internationally while supporting local
communities.
iii. Ono Hawaiian BBQ, located at 230 S Lake Ave., is a family-owned fast casual restaurant offering authentic
Hawaiian plate lunches and island specialties. The
menu features dishes made from scratch daily with
fresh ingredients, grilled to order. Ono Hawaiian BBQ
has also donated over 46,000 Keiki Meals to school districts and partnered with children’s nonprofits in the "Round Up for Change" campaign, encouraging guests to support initiatives that aid underserved communities and prevent child abuse.
b. Business Retention & Outreach
i. Economic Development staff continues to track outreach efforts through Bludot. Metrics through the third quarter of 2024 include 9,531 total recorded activities, including over 591 emails providing business
2 assistance, 15 attraction meetings, and 1 ribbon-cutting event.
Additionally, welcome letters were mailed to 134 new businesses through September 30. Group email numbers have increased significantly over the first three quarters, as staff used the platform to notify local businesses about opportunities such as the Dine Out Pasadena Program applications and the Small Business Expo hosted at the Pasadena Convention Center.
Economic Development staff conduct ongoing outreach and high-touch, one-on-one assistance. Metrics from the first three quarters of 2024 are as follows:
2024 Outreach Type Q1 Q2 Q3
Email – Providing one-on-one support, general information, permit assistance, and more 458 493 591
Group Email – Sharing business resources, special event information, webinar details, and more with relevant industry groups
69 1,424 8,870
Business Convening/Gathering – Hosting local business
events, forums, or industry gatherings to connect and engage with business owners
13 16 18
Business Retention Visit – Scheduled, in-person visits with CEOs or business owners 3 8 5
Business Retention Call/Virtual - Scheduled calls and
virtual meetings with local business owners and staff 5 14 11 Business Attraction Meeting - Calls or visits with outside businesses to discuss expansion and relocation opportunities 5 6 15 Broker Outreach – Meetings with local brokers to discuss market trends and opportunities 7 6 8
Community Partner Outreach - Meetings with PBIDs,
institutional, nonprofit and other partners to foster
collaboration and support for local businesses
10 16 12
Ribbon Cutting/Grand Opening – Attending or organizing
events to celebrate new business openings 2 2 1
Totals 572 1,985 9,531
ii. Going Green Business Workshop
On October 25th, in celebration of World Sustainability Day, the Pasadena Economic Development Division, in partnership with Pasadena Water and Power, the Pasadena Women’s Business Center, and the Center by Lendistry, hosted a Going Green Business Workshop. Thirteen local businesses attended the event held at the Jackie Robinson Community Center, where staff shared strategies for going green, practical water and energy-saving tips, and information on incentive programs, rebates, and funding opportunities available both locally and nationally.
3 Businesses learned about Pasadena’s rebate programs, one-on-one advising, low-interest working capital, free water and energy-saving equipment, installation services, and other valuable resources. Economic Development plans to hold additional workshops to support businesses in their climate resiliency efforts.
2. Conferences & Special Events
a. International Downtown Association (IDA)
Economic Development staff attended the 70th Annual International Downtown Association Conference & Marketplace in Seattle from September 11-13. The theme, "Inspiring Innovation & Impact," focused on encouraging city leaders worldwide to innovate, push boundaries, and expand their impact locally. Staff gained insights into best
practices, new ideas, and partnership-
building opportunities while exploring
emerging solutions. They also
experienced Seattle's rich history of
innovation across various industries
and learned about the city’s approach
to urban development, highlighting
how its diverse neighborhoods and
cultural scene contribute to its
economic success.
4 b. Women’s Business Center (WBC)
On October 3, Pasadena City College (PCC) celebrated the grand opening of its Women’s Business Center (WBC) with U.S. Congresswoman Judy Chu, U.S. Small Business Administration (SBA) representatives, PCC faculty, Economic Development staff, and entrepreneurs in attendance. PCC is the only community college in the U.S. to receive federal funding from the SBA to house a Women’s Business Center, underscoring PCC’s commitment to supporting emerging entrepreneurs. Dr. José A. Gómez, PCC Superintendent/President, highlighted the WBC’s role in providing mentorship and resources to women entrepreneurs in Pasadena and the San Gabriel Valley. Women-owned businesses make up over 40% of the small business community in the U.S. and are the fastest-growing sector, despite facing challenges like limited access to capital. Congresswoman Chu, who helped secure funding for the Center, discussed her efforts to enhance access to capital for women entrepreneurs and introduced legislation to make the SBA’s Community Advantage Loan Program permanent. The event also featured a panel of successful women entrepreneurs who emphasized the positive impact technical assistance from PCC has had on their businesses. The Center’s launch marks a critical step in empowering women and promoting economic growth in the region.
c. BioscienceLA Week
BioscienceLA Week
took place October 15-18 and featured a series of events aimed at driving workforce development, economic growth, and collaborative progress across Los Angeles County’s bioscience ecosystem. The events sought to enhance collaboration, encourage innovation, and build connections that would strengthen LA’s position as a global bioscience hub.
A highlight of the week was an event on October 17, hosted at the Rose Bowl, which focused on the development of the “210 corridor” as a model subregional hub. This gathering showcased development strategies and
5 included a networking reception, fostering partnerships among local businesses, industry leaders, and educational institutions.
d. Connect Week
Innovate Pasadena hosted Connect Week
from October 21-27. This event
series served as a central hub for networking and collaboration, offering valuable resources and opportunities for participants and partners to engage with one another. Attendees had the chance to take part in a diverse range of activities, including insightful talks from industry leaders, interactive workshops focused on skill development, informative tours highlighting local innovations, and networking mixers designed to foster meaningful connections. By showcasing the dynamic and innovative spirit of Greater Pasadena, Connect Week facilitated collaborations and sparked new ideas that are sure to drive the community forward.
e. LAEDC Eddy Awards
City staff attended the 29th Annual
Eddy Awards on November 6 at the LA
Memorial Coliseum, where the winners
of the 2024 Most Business-Friendly
City Award were announced.
Pasadena was nominated for this
prestigious award, which recognizes
efforts for advancing economic growth
and opportunity throughout the
community. Pasadena was recognized
as one of the five most business-
friendly cities in Los Angeles County
with a population of over 60,000.
6 3. Tech, Startups & Science
a. Xencor, a clinical-stage biopharmaceutical company located at 465 N Halstead St., saw a 23% increase in its share price this month after announcing progress with its oncology drugs. The company plans to use the approximately $201 million in gross proceeds for general corporate purposes, including research and development. Xencor introduced four new autoimmune disease drugs and provided updates on two cancer drugs, with its CEO, Bassil Dahiyat, emphasizing the company's focus on leveraging protein engineering capabilities for effective treatments. The new drugs anticipate first-in-human studies starting in 2026.
b. ElementalTV, an advertising company located at 177 E Colorado Blvd., launched an AI-powered platform called 1Audience, marking a significant advancement in connected TV (CTV) advertising. Unveiled at the Consumer Electronics Showcase in September, the platform allows publishers to sell ad space directly to advertisers without intermediaries and uses AI to analyze large data sets for audience segmentation. This enables marketers to deliver precise and relevant ads, enhancing the effectiveness of advertising campaigns. The CTV advertising sector is expanding rapidly, with digital video ad spend projected to grow faster than other media sectors, making it crucial for advertisers to adapt to this trend. The article highlights ElementalTV's innovative approach and its partnerships with major companies like Disney, FuboTV, and Fremantle, which underscores the increasing importance of CTV as a revenue stream and its potential to reshape advertising strategies in a rapidly evolving digital landscape.
4. Real Estate
On September 18, Mayor Gordo, Councilmember
Lyon, and Economic Development staff attended
the unveiling of the Wedbush Securities sign at the
Pasarroyo building at 225 South Lake Avenue,
marking an exciting milestone for our community.
Wedbush’s local offices were previously located in
Downtown Los Angeles and the new Pasadena
location is anticipated to bring approximately 250
new jobs. With a team of experienced advisors,
Wedbush is dedicated to understanding unique
financial aspirations. They take pride in equipping
clients with comprehensive knowledge of the
strategies employed to achieve their investment
objectives.