AGENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
SPECIAL MEETING NOTICE
JANUARY 29, 2025
PUBLIC MEETING 5:00 P.M.
MEMBERS
Tyron Hampton, Chair District 1
Jessica Rivas, District 5
Steve Madison, District 6
Jason Lyon, District 7
STAFF
David Klug, Economic Development Director
Dion O’Connell, Assistant City Attorney
Beilei Gao, Recording Secretary
MISSION 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.
In 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.
Language 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) 744-4124 por lo menos con 24 horas de anticipación.
Items on the agenda may not be called in order listed.
Agendas and supporting documents are available on the Internet at https://www.cityofpasadena.net/commissions/city-council-economic-development-technology/
Materials 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
JANUARY 29, 2025 AT 5:00 P.M. WILL BE ACCEPTED BY
VIDEOCONFERENCE/TELECONFERENCE ONLY.
Link to City Meeting Policy:
cityofpasadena.net/CityCouncilMeetingPolicy
TO VIEW A LIVE STREAM OF THE MEETING:
http://cityofpasadena.net/cczoom
In order to facilitate public participation at meetings the City will accept public comment in the following manner:
1. 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:
https://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 Council meeting policy). Public comments are limited to 3 minutes each, and the Mayor and City Council may limit this time if reasonable under the circumstances.
2. 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:
Correspondence will be forwarded to the City Council 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, WWW.CITYOFPASADENA.NET/COMMISSIONS/AGENDAS, AND
CITYOFPASADENA.NET/CCZOOM
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 SPECIAL MEETING OF THE
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
JANUARY 29, 2025
PUBLIC MEETING 5:00 P.M.
MEMBERS OF THE PUBLIC MAY PARTICIPATE BY FOLLOWING THE
INSTRUCTIONS AT THE FOLLOWING LINK:
http://cityofpasadena.net/cczoom
NOTICE IS HEREBY GIVEN that the special meeting of the Economic Development and Technology Committee, will be held remotely on Wednesday, January 29, 2025, at 5:00 p.m., 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 28
th day of January 2025 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
SPECIAL MEETING
AGENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
JANUARY 29, 2025
Public Meeting: 5:00 P.M.
PURSUANT TO THE DECLARATION OF LOCAL EMERGENCY DATED JANUARY 8, 2025, AND THE CITY COUNCIL RESOLUTION ADOPTED JANUARY 17, 2025,
THIS MEETING WILL TAKE PLACE BY TELECONFERENCE, PURSUANT TO GOVERNMENT CODE SECTION 54953 (e)(1)
MEMBERS OF THE PUBLIC MAY PARTICIPATE BY FOLLOWING THE
INSTRUCTIONS AT THE FOLLOWING LINK:
http://cityofpasadena.net/cczoom
PUBLIC MEETING – 5:00 P.M.
ROLL CALL
PUBLIC COMMENT – LIMITED TO ITEMS ON THIS SPECIAL MEETING AGENDA
AND WILL BE HEARD AT THE TIME THE ITEM IS CONSIDERED
APPROVAL OF MINUTES
• SEPTEMBER 17, 2024 – REGULAR MEETING*
• OCTOBER 15, 2024 – CANCELLED MEETING*
• NOVEMBER 19, 2024 – REGULAR MEETING*
• DECEMBER 17, 2024 – CANCELLED MEETING*
NEW BUSINESS
1. SMALL BUSINESS ADMINISTRATION (SBA) DISASTER LOAN CENTER &
ONE-ON-ONE BUSINESS SUPPORT
2. EATON EMERGENCY BUSINESS RECOVERY UPDATE*
3. ECONOMIC DEVELOPMENT STRATEGIC PLAN: DEVELOP A ROBUST MARKETING CAMPAIGN ON BEHALF OF LIFE SCIENCE AND DEEP TECH*
INFORMATION ONLY
1. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
ADJOURN
*Attachment
APPROVAL OF MINUTES
• SEPTEMBER 17, 2024 – REGULAR MEETING*
01 09/17/2024
CITY OF PASADENA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE MINUTES
SEPTEMBER 17, 2024 – 5:00 P.M.
CITY HALL, COUNCIL CHAMBER
MEETING
OPENING Chair Hampton called the meeting of the Economic Development and Technology Committee to order at 5:05 p.m.
ROLL CALL:
Staff:
Councilmember Tyron Hampton, Chair
Vice Mayor Steve Madison (Absent)
Councilmember Jason Lyon
Councilmember Jessica Rivas
David Klug, Director of Economic Development
Jennifer Paige, Director of Planning and Development
Guille Nunez, Senior Planner
Dion O’Donnell, Assistant City Attorney
Sandra S. Robles, Recording Secretary
PUBLIC COMMENT Yadi, Pasadena resident, advocated for staff to conduct a study on the delivery robot pilot program to obtain information on the impacts of economic development and potential strain on resources.
In response to public comment, Chair Hampton stated that the robot pilot program was presented to the Municipal Services Committee and any updates will be presented to that Committee.
APPROVAL OF MINUTES It was moved by Councilmember Rivas, seconded by Councilmember Lyon, to approve the minutes of July 16, 2024, and August 17, 2024, as submitted. (Motion unanimously carried) (Absent: Vice Mayor Madison)
NEW BUSINESS ACCESSORY DWELLING UNIT (ADU) FEE STUDY
Jennifer Paige, Director of Planning and Development, provided introductory comments, and Guille Nunez, Senior Planner, summarized the staff report as part of her PowerPoint presentation on the item, including providing information on numbers of ADU’s applications received and permits issued in Pasadena, fees and description of the various fees, fee survey findings, proposed plan check fee reductions, and responded to questions.
Councilmember Lyon advocated to incentivize affordable housing for all size ADU’s to promote affordable housing. In addition, he asked staff to determine if the PUSD-Residential New Development fee can be reduced.
Councilmember Lyon asked staff to consider concessions related to ADU and affordable housing.
Chair Hampton advocated for staff to exempt the Residential Impact Fees (RIFs) for all ADU’s up to 900 SF instead of staff’s option of 800 SF, noting the RIFs are significantly higher than neighboring cities. He asked staff to review the C&D Performance Security Deposit fee and suggested instead of a deposit fee (for ADU’s only) staff does not sign off on the certificate of occupancy until proof is provided that the ADU was built by following the 02 09/17/2024
proper process. In addition, he asked staff to consider exempting the Construction Tax and General Plan Maintenance fees for ADU projects only. Chair Hampton asked staff to determine if property owners must live on the property if renting an affordable ADU on the same property.
Councilmember Rivas spoke in support of practically lowering all fees related to building ADU’s regardless of affordability status.
Following discussion, Ms. Paige summarized the Committees direction to staff, which includes staff to reduce plan permit fees where possible; reduce RIF to flat ADU fees for all size projects; and determine methods (i.e. reduction of fees for affordable ADUs) to incentivize affordable housing; consideration of ADU concessions related to affordable housing.
Following discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
INFORMATION ONLY ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
David Klug, Director of Economic Development, provided a brief summary of the staff memorandum as part of his oral update, and responded to questions.
Following a brief discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
ADJOURNMENT: On the order of the Chair, the meeting of the Economic Development and Technology Committee was adjourned at 5:53 p.m.
_________________________________
TYRON HAMPTON, Chair
Economic Development and Technology Committee
ATTEST:
____________________
Sandra S. Robles
Recording Secretary
• OCTOBER 15, 2024 – CANCELLED 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
• NOVEMBER 19, 2024 – REGULAR MEETING*
01 11/19/2024
CITY OF PASADENA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE MINUTES
NOVEMBER 19, 2024 – 5:00 P.M.
CITY HALL, COUNCIL CHAMBER
MEETING
OPENING Chair Hampton called the meeting of the Economic Development and Technology Committee to order at 5:09 p.m.
ROLL CALL:
Staff:
Councilmember Tyron Hampton, Chair
Vice Mayor Steve Madison (Absent)
Councilmember Jason Lyon
Councilmember Jessica Rivas
David Klug, Director of Economic Development
Jennifer Paige, Director of Planning and Development
Jason Mikaelian, Deputy Director of Planning Community Development Dion O’Donnell, Assistant City Attorney
Tamer Sabha, Recording Secretary
PUBLIC COMMENT No one appeared for public comment on matters not on the agenda.
APPROVAL OF MINUTES It was moved by Councilmember Rivas, seconded by Councilmember Lyon, to approve the minutes of October 15, 2024, as submitted:
AYES: Councilmembers Lyon, Rivas, Chair Hampton
NOES: None
ABSENT: Vice Mayor Madison
ABSTAIN: None
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 FY 2023-
2024
Alfred Carr, Chair of the Northwest Commission, summarized the Commission’s accomplishments and strategic plan.
Following a brief discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
INFORMATION ONLY ASSEMBLY BILL (AB) 2295 (LOCAL EDUCATION AGENCIES:
HOUSING DEVELOPMENT PROJECTS)
Jennifer Paige, Director of Planning Department , summarized the staff memo as part of her PowerPoint presentation on AB2295, and responded to questions.
Chair Hampton asked staff to determine if Pasadena Unified School District (PUSD) decides to build a pocket park or some other benefit to the community, is the City is able to waive the residential impact fees for their 02 11/19/2024
project. In addition, he asked staff to encourage PUSD to hold public meetings to inform the community of proposed future projects.
Following discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
MULTIFAMILY HOUSING PROJECTS IN PASADENA
Jennifer Paige, Director of Planning Department provided introductory comments, and Jason Mikaelian, Deputy Director of Planning Community Development, summarized the staff memo as part of his PowerPoint presentation update on the City’s mixed -use and multi -family housing projects currently in process, and responded to questions.
Chair Hampton asked staff to provide data on the number of apartments and townhouses that make up the proposed multifamily housing projects in the City.
Following discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG,
ECONOMIC DEVELOPMENT DIRECTOR
David Klug, Director of Economic Development , provided a summary of the staff memorandum as part of the business development oral update.
He also provided information on conferences and special events held in the City in October 2024 and responded to questions.
Following discussion, on the order of the Chair, and by consensus of the Committee, the information was received and filed.
Councilmember Rivas requested that the Committee and staff focus on North Lake from an economic development standpoint. Including providing information on how staff can support current businesses as well as attract new businesses in that area.
Chair Hampton echoed Councilmember Riva’s comments and asked to include the Police Department in the discussion regarding the North Lake area of the City, as he has received comments related to the loitering of homeless individuals in the area.
Councilmember Lyon spoke on the need for a Business Improvement District in the north part of the City (i.e., North Lake, Lincoln Avenue).
ADJOURNMENT:
On the order of the Chair, the meeting of the Economic Development and Technology Committee was adjourned at 5:51 p.m.
_________________________________
TYRON HAMPTON, Chair
Economic Development and Technology Committee
03 11/19/2024
ATTEST:
____________________
Sandra S. Robles
Recording Secretary
• DECEMBER 17, 2024 – CANCELLED MEETING*
01 12/17/2024
CITY OF PASADENA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE MINUTES
PASADENA CITY HALL
100 NORTH GARFIELD AVENUE
COUNCIL CHAMBER – ROOM S249
DECEMBER 17, 2024
MEETING
The regular meeting of the Economic Development and Technology Committee, scheduled for Tuesday, December 17, 2024, at 5:00 p.m., was cancelled as ordered on December 12, 2024, and was posted.
ATTEST:
____________________
Betty Gao
Recording Secretary
__________________________
Councilmember Tyron Hampton, Chair
Economic Development and Technology Committee
NEW BUSINESS ITEMS
1. SMALL BUSINESS ADMINISTRATION (SBA) DISASTER LOAN CENTER &
ONE-ON-ONE BUSINESS SUPPORT
2. EATON EMERGENCY BUSINESS RECOVERY UPDATE*
3. ECONOMIC DEVELOPMENT STRATEGIC PLAN: DEVELOP A ROBUST MARKETING CAMPAIGN ON BEHALF OF LIFE SCIENCE AND DEEP TECH*
2. EATON EMERGENCY BUSINESS RECOVERY UPDATE*
Eaton Emergency
Business Recovery Update
EdTech Committee
Meeting
January 29, 2025
Summary
Economic Development has been:
• Providing one-on-one support to businesses and individuals requesting information, guidance, and/or introductions to support organizations. • Publicly sharing resources including grants, loans, technical assistance, and more via:
• City website, Division newsletter, City social media and outreach to individual businesses and community partners (calls, emails and in person)
• Convening groups of, and talking one-on-one with state, regional and community partners.
• Sharing business resources with City Council Liaisons. • Coordinating with City department to understand business impacts.
Coordinating with property owners to make use of vacant properties for response efforts.
2 Business Resources
3 Disaster Recovery Resources for Businesses
(City Website)
• Regularly updated resources on City’s main
emergency webpage.
Emergency Resources for Workers & Businesses
• The LA County Department of Economic
Opportunity (DEO) has compiled
information,
programs, and resources for workers and
businesses affected by the Los Angeles fires.
Resources include webinars, loans (local, state,
and federal), grants, financial counseling, legal
services, insurance and tax information,
workforce assistance, FEMA emergency relief,
business technical assistance, and more.
Economic Development Newsletter
• Newsletters will increase in frequency
(from monthly)
SBA Business Recovery Center
• 3035 E. Foothill Blvd. Pasadena, CA 91107
• 9:00-6:00 Monday-Friday, 9:00-4:00 Saturdays
• SBA is offering their Economic Injury Disaster
Loans (EIDLs) to help meet working capital
needs, regardless of whether business suffered
any physical property damage.
• Walk-ins are welcome, but appointments take
priority and can be made
at: https://appointment.sba.gov/schedule/
• EconDev making referrals to SBDC and WBC.
• SBDC and WBC advisors are available to help
clients who need help qualifying or want 1:1
assistance. They have advisors there, and/or will
be connecting clients with advisors via Zoom
within 48 hours.
4 Business Impacts
Range of Impacts
• Closures due to
> Cleanup of significant ash, debris
> SoCal Gas outages
> Evacuation order and Do-Not-
Drink water order
> Wind damage from fallen
trees/branches
• Revenue losses from reduction in
customers
• Business owner residence destroyed
or damaged by fire/wind
• Staff/employee displacement due to
fire/wind damage, evacuation orders
5 *Not a complete list, learning more on impacts daily.
Business Impact Survey Results
6 *251 responses as of 1/28
*Released survey to 12k+ licensees on 1/24.
Business Impact Survey Results
7 *251 responses as of 1/28
Business Impact Survey Results
8 *251 responses as of 1/28
Business Impact Survey Results
9*251 responses as of 1/28
Local & Regional Partner Coordination
• Ongoing communications to and with Old Pasadena Management District, Playhouse Village Association, South Lake Business Association, Pasadena Chamber of Commerce . > Maintaining an email thread with these entities to share information as a group and having follow up calls.
• Ongoing communications with SBDC and WBC.
• Information and resource sharing with local partners including > Innovate Pasadena, Pasadena Center Operating Company, Lamanda Park stakeholders (PBID formation), Pasadena Community Foundation, Altadena Chamber of Commerce, ArtCenter College of Design
• Participating in twice-weekly intergovernmental coordination calls with:
> Los Angeles County DEO (county), GO-Biz (state), Los Angeles Economic & Workforce Development Department (city), CA Office of Emergency Services (state) and SBA (federal) • Participating in County-led taskforces (Economic Development, Workforce) with > City of Los Angeles, Sierra Madre, and Malibu and various County departments to Share up to date information on response activities still underway and up-to-date date Understand collective goals and capabilities for economic recovery Establish short-term, medium-term, and long-term plans for economic recovery Coordinate implementation of recovery activities
10 Vacant Real Estate Coordination
Pasadena Spaces
• Keeping a list of vacant properties where
owners/managers have offered space for free or a
reduced price (updates ongoing).
• Coordinated with Tepito Coffee/Homeboy Industries and the Onni Group to set up a pop-up shopping space
offering free goods and services in vacant Paseo spaces (opening soon).
• Coordinated with Oak Knoll Montessori and former Big
Lots property owner to use parking lot for school’s
temporary 35-foot trailer.
• Coordinated donation spaces with Lincoln Properties
(Parson’s) parking lot and Santa Anita Racetrack.
• Sharing leads for Disaster Response Center locations
and more in progress.
LA County DEO
• Business-to-Business Space Share platform. Free
exchange platform connects impacted businesses and
nonprofits to temporary spaces generously donated by
others. https://b2bspaceshare.lacounty.gov/ 11
Grant Opportunities
12 Availability changing day-to-day, week-to-week:
• LA Region Small Business Relief Fund
> Opening in February. Eligible, impacted businesses
can apply for $2-$25k in recovery funds.
• TMC Community Capital – Small Business Strong, LA
Wildfire Relief Fund
> $5,000 small business grants to entrepreneurs who
livelihoods were impacted by the wildfires. Funds can
be used for revenue replacement, relocation cost,
basic needs for them and their families, repair
damages and/or loss of inventory.
• Restaurants Care Grants for Food & Beverage Workers
> Emergency relief grants to food and beverage
workers impacted by the LA area fires. Between
$350-$1,500, limited funds will be awarded based on
need.
Workforce Development
13 Workforce Partners Coordination Meeting
• FWDB, Flintridge Center, Homeboy Industries, Pasadena Community Jobs Center, Public Works Group
• Discussed resources available to these groups, opportunities for efficiency, and what works best for each.
• FWDB presented on available and forthcoming funding for emergency workers.
• Will reconvene on a recurring basis.
Workforce Partner Resource Connections
• Connected Pasadena Jobs Center with the Broad Foundation. • Connected Homeboy Industries/Tepito Coffee with Pasadena Community Foundation to discuss grants management.
Temporary Workers Webinar
• With FWDB and City of Pasadena Departments (Planning, EconDev, Parks and Recreation, and Housing) to learn about funding for temporary workers who have been impacted by the emergency.
Business Donations
14 Businesses donating food and
beverage to the City to support
emergency response staff:
*Not a complete list, providers changing daily.
*Does not include the many generous Pasadena businesses providing free and discounted meals at their locations, acting as donation centers and healing centers, raising recovery funds, and more.
Next Steps
15 • Analyze business interruption survey results
• Confirm number of businesses impacted by evacuation order, evacuation warning, and/or Do-Not-Drink water order
• Apply to Housing Dept. for CDBG allocation, proposing emergency recovery microgrant program for small businesses – Due 2/14 • Advocate for loss of revenue/business interruption grants with state, regional, philanthropic entities
• Continue ongoing efforts:
• increased frequency of newsletter and business notifications • seeking out and sharing grant opportunities
• business outreach in-person and virtual
• participation in local and regional task forces
• convening local partners
• execution of Strategic Plan, focusing on areas of overlap Questions?
16 End of Presentation
3. ECONOMIC DEVELOPMENT STRATEGIC PLAN: DEVELOP A ROBUST MARKETING CAMPAIGN ON BEHALF OF LIFE SCIENCE AND DEEP TECH* Economic Development
Strategic Plan:
Tech Marketing
Campaign
EdTech Committee
Meeting
January 29, 2025
Alignment with EconDev Strategic Plan
Economic Development Strategic Plan
• 0.2 Develop robust communication, marketing, and public relations • 1.1 Develop a robust Marketing Campaign on behalf of Life Science and “Deep Tech”
Deliverables
• Tech-focused Campaign: includes digital out-of-home ads, brand lift study, display ads, and use of City of Pasadena assets (for murals), and 1:1 interviews with education institutions, tech incubators and others to inform strategy.
• Strategic Communications and PR Plan (to be completed after campaign*): Updated messaging for various platforms. Information will be in brochures, blog posts, ads, social media ads, interactive web content, press releases, newsletter and fact sheets design. 2 Campaign Timeline
3 Campaign Timeline
• EconDev began work with Echo Factory in June 2024 for marketing, branding, and public relations services.
> Echo Factory is a Pasadena based company with 15 years of experience supporting clients such as Huntington Health, and Motiv Space Systems.
• August–November 2024: development of “Deep Tech” campaign and discovery (interviews with industry experts).
• August 2024 – Launched campaign with Motiv Space System’s expansion and new facility in East Pasadena.
• December 2024: Ad campaign testing.
• February–April 2025: Begin campaign media buys.
• Ongoing campaign coordination.
Goals & Audience
4 Tech Focused Goals
1. Relocate: We want deep tech companies to see Pasadena as an attractive location for their businesses and relocate to the city.
2. Drive broader awareness: We want more people to think of Pasadena as a premiere location for deep tech companies and organizations.
Tech Focused Audience
Primary: Tech companies and startups in biotech, AI, robotics, and quantum technologies.
Secondary: Investors, venture capitalist, media outlets covering technology and local government officials.
Key Messages
5 Key Messages
• Deep Tech Innovation Hub: Pasadena is a premier destination for deep tech industries, supported by top research institutions. • Deep Tech Success Stories: Highlight achievements of local deep tech companies.
• Supportive Environment: Emphasize Pasadena’s high quality of life, supportive business environment, unique culture and access to top talent.
• Different from other tech hubs: Emphasize what makes Pasadena different from other cities and regions, especially other innovation hubs.
At its core, Pasadena is a place for companies investing in solving big technological and scientific challenges.
Campaign Visuals
6 Examples of visuals created
Campaign Visuals
7 Examples of visuals created
What’s Next?
8 • Creative testing: Ad impression testing completed in December 2024 proved that messaging focusing on meaningful innovation captures attention and encourages greater engagement.
• Digital Out-of-Home (DOOH): geotargeted campaign to tech- focused areas around the region including DTLA, Burbank, El Segundo.
• Programmatic visual ads: Display ads on popular digital platforms. • Brand Lift Study: study that will measure the brand awareness and effectiveness of the ads. The data will be used to be inform future marketing and spending.
• Use of City assets: Place ads in city-owned spaces like buses and bus shelters.
Digital Out-of-Home
9 Digital Out-of-Home (DOOH):
• Example Locations: High-traffic
areas such as airports, billboards,
mobility displays, restaurants, and
retail locations.
• Purpose: Designed to build brand
awareness and curiosity in Pasadena
by targeting areas where decision-
makers and tech influencers are
likely to see the campaign.
Programmatic Display Ads
10 Programmatic Display Ads
• Example Locations: Display ads on
popular digital platforms accessed by
tech professionals within both
Regional and National Innovation
Hubs.
• Purpose: Continuous visibility through
programmatic ads creates repeated
brand exposure, helping Pasadena
remain top-of-mind for tech sector
leaders.
Advertising on City-Owned Assets
11 City of Pasadena Assets
• Utilize city-owned property
including buses and bus shelters
for and digital and print ads.
• Seek options for murals
including on City and private
property.
End of Presentation
12 Thank you!
INFORMATION ONLY
1. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
MEMORANDUM
Date: January 29, 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. Neighbors & Friends, located in Old Pasadena at 88 E. Union St. is LA’s first build-your-own cheese box bar. The shop offers artisanal foods, personalized entertaining products, and handcrafted gifts from underserved makers. It serves as a community hub, celebrating local artisans and redefining the food and beverage retail space. The business held its grand opening event on November 1.
ii. Tacos Neza, located at 37 S. Fair Oaks Ave., is a family-owned Mexican restaurant that is now open and dedicated to preserving the tradition of authentic Mexican cuisine in the Los Angeles area. The menu features traditional recipes made with fresh, natural
ingredients.
iii. The original Panda Inn
, located at 3488 E
Foothill Blvd., reopened after nearly two
years of renovations. Founded in 1973 by
the Cherng family, the restaurant is an
iconic part of Pasadena's culinary history
and the precursor to the global Panda
Express chain. The restaurant’s reopening
is significant for Pasadena, as it marks the
return of a beloved local establishment
after a major upgrade. The renovated
Panda Inn honors the Cherng family’s
legacy, with updated decor and a menu
2 that introduces new offerings, including a full sushi menu and bar. Panda Restaurant Group, led by Andrew and Peggy Cherng, is also recognized for its philanthropy, including a $100 million donation to City of Hope for cancer research in 2023.
2. Conferences & Special Events
a. Innovate Pasadena - Friday Coffee Meetup
Staff attended the December Friday Coffee Meetup event at FoundrSpace.
The event featured a presentation by Stepan Khzrtian, who discussed his transition from corporate law to founding Corpora.us, and highlighted common legal mistakes made by new entrepreneurs in their first 100 days.
The session included informal networking, a presentation, and a Q&A moderated by Christy Conner. The event was co-hosted by CALE at Caltech and presented by Echo-Factory and Innovate Pasadena.
b. California-Mexico Business Forum 2024
Economic Development staff attended the 2024 California-Mexico gathering in Downtown Los Angeles, organized by the Los Angeles Area Chamber of Commerce, the Consulate General of Mexico in Los Angeles, and the Asociación de Empresarios Mexicanos (AEM). The forum aimed to bridge borders, industries, and sectors to create
high-value connections, foster strategic
alliances, and explore cross-border
opportunities in an increasingly globalized
economy. Topics discussed included
U.S.-Mexico relations, business
innovations, nearshoring opportunities,
engagement of small and medium-sized
businesses, and cross-border
collaboration in higher education. With
Mexico becoming the U.S.'s largest
trading partner, examining how policies,
cross-border economic partnerships,
public-private collaborations, and
workforce opportunities influence cities in
Los Angeles County is essential. These
dynamics shape regional economic
growth and workforce diversity while
fostering cultural and economic ties.
c. Pasadena Chamber of Commerce Economic & Business Summit
In October, the Chamber of Commerce hosted the Pasadena Economic & Business Summit. The Summit featured speakers from Caltech, LAEDC, JPL, and Economic Development Director, David Klug. The event continues a
3 tradition of providing local and regional economic reports, helping guide business decisions for Pasadena’s diverse entrepreneurial community. The event included a networking reception, fostering partnerships among local businesses, industry leaders, and educational institutions.
d. Pasadena Chamber of Commerce Annual President’s Breakfast Economic Development staff attended the Pasadena Chamber of Commerce Annual President’s Breakfast on December 5, where Tournament of Roses Association President Edward Morales was honored. Morales discussed the upcoming 2025 Tournament of Roses and its theme, "Best Day Ever!" The event also featured special guests, including the Rose Queen and Royal Court, as well as past Tournament presidents and community leaders. The gathering highlighted Morales' extensive involvement with the Tournament of Roses and his leadership in various committees, marking a significant occasion for local business and civic leaders to engage and plan for future celebrations.
4 3. Tech, Startups & Science
Calstart, a Pasadena-based nonprofit dedicated to accelerating clean transportation, is leading a groundbreaking project to test an in-road electric vehicle (EV) charging system at UCLA. UCLA has received a $19.85 million grant to enhance its BruinBus fleet and establish California’s first electric roadside charging system as part of preparations for the 2028 Los Angeles Olympic and Paralympic Games. The funding will enable UCLA to transition its fleet to 100% electric, expanding from five electric buses to 13, and will support the construction of a new transit hub that connects to the Los Angeles Metro D line extension. The grant will also fund the installation of inductive wireless charging along key transit routes, allowing electric vehicles to charge while driving, as well as at pick-up and drop-off locations. This project will contribute to sustainability efforts, reduce greenhouse gas emissions, and improve transportation accessibility in Westwood and across Los Angeles.
4. Shop Local Pasadena
To support local businesses, Economic Development partnered with the Public Information Office and Visit Pasadena on the “Shop Local Pasadena” campaign.
This holiday initiative encouraged residents and visitors to shop small and dine locally. Launched on Small Business Saturday, the campaign featured 26 local businesses as “Welcome Stations” across the City. Participating businesses offered shoppers free canvas totes and other promotions, raising awareness and driving traffic to local shops and restaurants. The campaign included ten promotional videos throughout the holiday season, highlighting local businesses that make Pasadena unique. The Shop Local Pasadena campaign was picked up by local news outlets on Small Business Saturday, garnering four news features, reaching a viewership of nearly 190,000 and earning nearly $9,000 in local publicity value.
5 5. Eaton Emergency Business Recovery Update
Economic Development staff has been actively supporting businesses and individuals by offering personalized guidance, resources, and introductions to relevant organizations. The team has been sharing valuable information, such as grants, loans, and technical assistance, through multiple channels, including the City website, newsletters, social media, and direct outreach. Staff has also been convening discussions with state, regional, and community partners, while keeping City Council Liaisons informed. Additionally, Economic Development has been working closely with City departments to understand business impacts and collaborating with property owners to repurpose vacant properties for response efforts.
To further support the business community, staff continues to share Disaster
Recovery Resources for Residents and Businesses t hrough the City’s main emergency webpage. The LA County Department of Economic Opportunity (DEO) also launched an
Emergency Resources for Workers & Businesses website, offering curated resources such as webinars, loans (local, state, and federal), grants, financial counseling, legal services, insurance and tax information, workforce assistance, FEMA emergency relief, and business technical assistance. On January 24, Economic Development staff released a business impact survey and is currently gathering data on the challenges local businesses face due to the ongoing Eaton Emergency.