AGENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
REGULAR MEETING NOTICE
NOVEMBER 18, 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
Betty 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.
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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
NOVEMBER 18, 2025 AT 5:00 P.M. WILL BE ACCEPTED IN-PERSON AND BY VIDEOCONFERENCE/TELECONFERENCE.
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CITY OF PASADENA
NOTICE OF REGULAR MEETING OF THE
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
NOVEMBER 18, 2025
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, November 18, 2025, 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 13
th day of November 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
REGULAR MEETING
AGENDA
ECONOMIC DEVELOPMENT AND TECHNOLOGY COMMITTEE
NOVEMBER 18, 2025
Public Meeting: 5:00 P.M.
Council Chamber, Pasadena City Hall
100 North Garfield Avenue, Room S249
The City Council may take action on any item listed on this agenda as it deems appropriate following consideration and discussion of the matter.
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
NEW BUSINESS
1. NORTHWEST COMMISSION ANNUAL REPORT*
2. PASADENA CENTER OPERATING COMPANY ANNUAL REPORT*
3. PASADENA COMMUNITY ACCESS CORPORATION ANNUAL REPORT*
4. LOCAL HIRING AND LOCAL PROCUREMENT RECOMMENDED UPDATES*
INFORMATION ONLY
5. ADAPTIVE REUSE*
6. STRATEGIC PLANNING UPDATE
7. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
ADJOURN
*Attachment
NEW BUSINESS
1. NORTHWEST COMMISSION ANNUAL REPORT*
PARKS, RECREATION AND COMMUNITY SERVICES DEPARTMENT
September 1, 2025
TO: City Council
FROM: Northwest Commission
SUBJECT: Annual Report – July 2024 through June 2025 and Strategic Plan for Fiscal Year 2025-2026
Recommendation:
This report is submitted for information purposes only.
Attached are the following:
• Report of Accomplishments for July 9, 2024, through June 17, 2025 • Report of Commission Attendance for July 9, 2024, through June 17, 2025 • Strategic Plan for July 8, 2025, through June 9, 2026
The attached documents were reviewed and approved by the Northwest Commission at our special meeting on June 17, 2025.
Respectfully submitted,
___________________
Alfred Carr, Chair
Northwest Commission
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 2 City of Pasadena Northwest Commission
Report of Accomplishments: 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 re: Objective #1: Neighborhood Maintenance/Public Safety Ad Hoc Committee re: Objective #2: Economic Development Ad Hoc Committee re: Objective #3: Funding of CDBG
Ad Hoc Committee re: Objective #4: Telecommunication recommendations to City Council
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 3 Ad Hoc Committee: Objective #1 – Neighborhood Maintenance/Public Safety
Objective Purpose: Promote ongoing maintenance of Northwest Pasadena infrastructure to ensure public safety.
Commissioners: Carr, Cullins, Andrade
Action Items:
• Ongoing – Support completion of the status update of the 1985 Northwest Community Plan.
• Completed – Evaluate CIP needs through community input and make recommendations for funding priority projects.
• Completed – Request updates on development projects in Northwest Pasadena. • Ongoing – Utilize 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 Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 4 • Staff (Osborne) provided an update on the progress of updating the 1985 Northwest Community Plan:
o The City is hiring a consultant to gather census data for the Northwest Area from 2000 – 2024.
o She has received responses from several City departments with updates to the information in the Community Plan relevant to their department.
September 2024:
• Staff (Osborne) requested the ad hoc committee discuss how to evaluate the Community Surveys that have been completed by residents and collected at different community events in order to make recommendations or request follow-up from the appropriate City departments.
• Commissioner Cullins suggested the ad hoc committee review the surveys and prioritize the areas in need of improvement or changes in the Northwest neighborhoods based on the frequency of concern expressed by the residents. • Commissioner Ogbodo suggested the Commission host an event to gather more input from residents about changes and improvements needed in their neighborhoods. Staff (Osborne) requested the ad hoc committee discuss the suggestion to determine the type of event requested and provide an update to the Commission at the next meeting.
• Staff Osborne reported the consultant hired by the City to gather Northwest Census data is currently in the process of becoming a vendor for the City and once the process is completed will begin work to gather the relevant data.
October 2024:
• The Commission reviewed project detail and photos of current development projects in the Northwest and Staff (Osborne) requested that any questions or concerns about the projects be sent to her so she can provide feedback to the Planning and Community Development staff.
• The ad hoc committee will meet on November 12th with Public Works Department and Transportation Department staff to discuss the recommended list of projects from the Northwest Commission.
November 2024:
• Commissioner Yepez Hernandez reported she tabulated the information from the Northwest Community Surveys and the ad hoc committee will meet to determine best way to document the results in order to make recommendations for service or improvements.
• Chair Carr reported that he and Vice Chair Cullins attended a meeting earlier today (Tuesday, November 12) to get an update on the FY 2025 Capital Improvement Program projects located in Northwest Pasadena. • Chair Carr appointed Vice Chair Cullins and Commissioner Ogbodo to the Neighborhood Maintenance/Public Safety ad hoc committee.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 5 December 2024:
• The Commission received a presentation from Jennifer O’Reilly-Jones regarding an update on the City’s Bad Weather Shelter.
• Chair Carr requested the Commission send him specific recommendations for neighborhood projects in the Northwest that may qualify for Capital Improvement Program (CIP) funding by Wednesday, December 11 to submit to Public Works on behalf of the Commission.
• Staff (Osborne) reported the Commission will receive an update regarding the Northwest Community Plan at the meeting scheduled for Tuesday, January 14 and the consultant hired to assist with the update is gathering data to provide demographic statistics for the Northwest.
• The ad hoc committee recommended updating the following action item for the objective:
• Utilize annual community survey results to assist commission in recommendations.
January 2025:
• The Commission received a presentation from Lola Osborne regarding the list of affordable housing locations and affordability levels in the Northwest. • The Commission received a presentation from Scott Johnson regarding the City of Pasadena Rose Bowl & Brookside Park Multimodal Connectivity Project and approved the letter of support for the project’s application for the Caltrans Sustainable Transportation Planning Grant.
• Chair Carr appointed Commission Andrade to the Neighborhood Maintenance/Public Safety ad hoc committee.
February 2025:
• Chair Carr announced that Commissioner Yepez Hernandez has submitted her resignation from the Commission, and he will follow up with her to get the report documenting the community survey results.
• Staff (Osborne) announced the Capital Improvement Program (CIP) review meeting with City staff is tentatively scheduled for Monday, March 3 or Tuesday, March 4 and requested the ad hoc committee confirm their availability for those dates in order to finalize the meeting date.
• The ad hoc committee deemed the following action item as completed for FY 2024 – 2025:
o Evaluate CIP needs through community input and make recommendations for funding priority projects.
March 2025:
• The Commission received a presentation regarding the City Manager’s Recommended FY 2026-2030 Capital Improvement Program (CIP) budget and approved the recommended projects for Northwest Pasadena. • Staff (Osborne) shared information on a development project at the northwest corner of Lake Ave. and Boylston St. slated to be a Tierra Mia Coffee location.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 6 • Staff (Osborne) stated the Commission will receive a presentation at their meeting on May 6 regarding the demographics of the Northwest.
April 2025:
• Staff (Osborne) reported the Commission will receive a presentation at the May meeting regarding the demographics of the Northwest Area and will receive a status update from various City departments that contributed to the 1985 Northwest Community Plan.
• Staff (Osborne) shared a report regarding the status of development projects in Northwest Pasadena that includes additional information regarding Accessory Dwelling Units (ADUs) projects.
May 2025:
• The ad hoc committee recommended the following action item be ongoing:
o Support completion of the status update of the 1985 Northwest Community Plan.
• The ad hoc committee recommended the following action item be completed:
o Request updates on development projects in Northwest Pasadena. • The ad hoc committee recommended the following action item be ongoing:
o Utilize community survey results to assist commission in recommendations.
June 2025: All action items completed in May
Status: Completed
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 7 Ad Hoc Committee: Objective #2 – Economic Development
Objective Purpose: Investigate and support opportunities that promote economic development activities in Northwest Pasadena
Commissioners: Cullins, Carr, Jones
Action Items:
• Ongoing – Bring awareness to the Northwest community on economic development opportunities.
• Discontinued – Increase partnerships that promote workforce development. • Completed – Workforce Development: Introduction to the use of Artificial Intelligence (AI) tools for the youth internship program. • Completed – Request contact information for businesses in the Northwest to conduct a survey on the impact of the recent fires on the overall health of the business.
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 to promote 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
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 8 development and suggested that AI can possibly be used to assist the ad hoc committee suggest types of businesses appropriate for the demographics in Northwest Pasadena.
September 2024:
• Chair Carr reported he spoke to Rob McClinton from Small World Communications regarding using artificial intelligence (AI) data sets to gather information about the types of businesses the public wants in the Northwest based on comparisons with other cities with similar data sets. Chair Carr will follow up to request a presentation for the Commission in December.
October 2024:
• Commissioner Ogbodo suggested the Commission host a Small Business Fair to promote new and existing businesses in the Northwest and the Commission suggested ideas for the event.
• Staff (Osborne) stated that the event was not within the purpose of the Commission and made the following recommendations for the ad hoc committee to assist local businesses:
o Encourage local businesses to become a vendor at local community events including the Black History Festival held at Robinson Park in February.
o The ad hoc committee can visit or contact the owners of new businesses to provide information on how they can promote their businesses in the Northwest Business Directory.
• Staff (Osborne) suggested the following as possible resources to connect with businesses that do not operate in a commercial space and stated she can verify if a list of the businesses is available to share with the ad hoc committee for follow up:
o Individuals that have applied for a Home Occupation permit with the City to operate a business out of their home.
o Non-profit businesses that are tenants in the City owned building located at 1015 N. Lake Ave.
November 2024:
• Chair Carr reported the ad hoc committee met on Tuesday, October 29 and reviewed the recent list of new businesses in the Northwest. The ad hoc committee is working on the best way to contact the new businesses, either in person or through email depending on the location of the business. • Chair Carr reported the ad hoc committee is working on identifying the types of businesses needed in the Northwest and possible locations based on the completed Business Surveys in order to make recommendations to the City’s Economic Development Department.
• Chair Carr appointed Commissioner Jones to the Economic Development ad hoc committee.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 9 December 2024:
• The Commission received a presentation from Robert McClinton from Small World Communications regarding the use of Artificial Intelligence (AI) in business development.
• The ad hoc committee will continue to work with Mr. McClinton to use Artificial Intelligence (AI) to identify possible businesses for the Northwest commercial districts.
• The ad hoc committee recommended adding the following action item to the objective:
• Workforce Development: Introduction to the use of Artificial Intelligence (AI) tools for the youth internship program.
• Staff (Osborne) reported City officials, including Mayor Gordo and City Manager Miguel Márquez walked the neighborhood of N. Lake Avenue between Maple St. and Mountain St. and observed vacancies of commercial businesses in the area.
Staff (Osborne) recommended the ad hoc committee share the results if approved to use Artificial Intelligence (AI) to assist with the Economic Development Department in identifying potential new businesses for the commercial corridors.
January 2025:
• Chair Carr announced that Robert McClinton from Small World Communications has agreed to provide an Introduction to the Use of Artificial Intelligence (AI) Tools training for the City’s youth internship programs. • Staff (Osborne) stated the ad hoc committee will need to wait for information from the Department of Information Technology (DoIT) regarding the use of Artificial Intelligence (AI) tools by City staff before scheduling a training for the youth internship program.
• Staff (Osborne) announced the Economic Development Department is focusing on identifying the emerging issues faced by local businesses affected by the Eaton Fire. The ad hoc committee can assist in contacting businesses in the Northwest to provide information and resources.
• Chair Carr announced the ad hoc committee has decided to restart mailing welcome letters to new businesses in the Northwest instead of emailing the letters.
February 2025:
• Chair Carr reported that Commissioner Jones attended the EdTech Committee on Wednesday, January 29 and reported that Councilmember Rivas expressed her concern for all the businesses affected by the Eaton Fire. • Chair Carr requested Staff identify local restaurants that may be able to provide the meals for the Commission during their monthly meetings based on a recommendation from Commissioner Jones.
• Staff (Osborne) received information about the City’s policy regarding the use of Artificial Intelligence (AI) from the Department of Information Technology (DoIT) and stated the workshops proposed by Mr. McClinton from Small World Communications can be offered to the participants in the City’s youth programs
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 10 during the summer of 2025. Staff (Osborne) requested the ad hoc committee set up a meeting with Mr. McClinton to discuss the details of the workshops.
March 2025:
• Commissioner Jones shared concern for the businesses located in the Northwest that have been impacted financially due to the Eaton Fire and recommended the Commission discuss how to promote the businesses within the community. • The ad hoc committee recommended adding the following action item to the objective:
o Request contact information for businesses in the Northwest to conduct a survey on the impact of the recent fires on the overall health of the business. • Staff (Osborne) will follow up with the Department of Technology (DoIT) to verify if the Commission is able to obtain a spreadsheet with the contact information for the businesses listed in the Northwest Business Directory. • Staff (Osborne) stated the Economic Development Department works with a consultant that can review a list of suggested businesses to determine the viability of the business in the Northwest.
• The Commission discussed recommendations for the names and/or types of businesses requested by the community for the Northwest and will send their recommendations to Staff (Osborne) by March 25.
April 2025:
• Commissioner Jones reported he received the list of new businesses in Northwest Pasadena and composed a survey to assess the impact of the recent fires on their business.
• Commissioner Jones stated the City distributed information regarding the Small Business Association (SBA) through email and offered different opportunities for business support. It is believed that the ad hoc committee has not yet specifically done anything in relation to that.
• Staff (Osborne) stated she will request the contact information for Robert McClinton from Small World Communications to follow up regarding the Introduction to the Use of Artificial Intelligence (AI) Tools training for the City’s youth programs.
May 2025:
• The ad hoc committee recommended the following action item be ongoing:
o Bring awareness to the Northwest community on economic development opportunities.
• The ad hoc committee recommended the following action item be discontinued:
o Increase partnerships that promote workforce development. • The ad hoc committee recommended the following action item be completed:
o Workforce Development: Introduction to the use of Artificial Intelligence (AI) tools for the youth internship program.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 11
• The ad hoc committee recommended the following action item be completed:
o Request contact information for businesses in the Northwest to conduct a survey on the impact of the recent fires on the overall health of the business.
June 2025: All action items completed in May
Status: Completed
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 12 Ad Hoc Committee: Objective #3 – CDBG Funding
Objective Purpose: Advocate for improvements to city facilities within Northwest Pasadena.
Commissioners: Cullins, Yen
Action Items:
• Completed - Identify City building projects.
• Completed - Seek city departments’ input on projects in Northwest Pasadena. • Completed - Draft an email to Randy Mabson regarding the recommended projects to improve accessibility at the Alkebu-lan Cultural Center to verify if the projects qualify for Community Development Block Grant (CDBG) funding
Strategic Plan Updates:
July 2024:
• Chair Carr appointed Commissioner Reyes to the CDBG Funding ad hoc committee.
• Staff (Osborne) asked the ad committee to follow up with Dianne Lewis regarding the status of the accessibility projects at the Alkebu-lan 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, Director at Alkebu-lan, to arrange a time to complete a tour of the accessibility projects at the Alkebu-lan 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.
September 2024:
• Vice Chair Cullins reported he and Commissioner Ogbodo toured the Alkebu-lan Cultural Center on Saturday, August 31, 2024, to assess projects needed to improve accessibility at the center that may qualify for Community Development Block Grant (CDBG) funding.
• The ad hoc committee recommended adding the following action item to the objective:
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 13 o Draft an email to Randy Mabson regarding the recommended projects to improve accessibility at the Alkebu-lan Cultural Center to verify if the projects qualify for Community Development Block Grant (CDBG) funding. • Staff (Osborne) confirmed that Diane Lewis is available to make a presentation to the Commission at the meeting scheduled for October 8 regarding the programs offered for the community at the Alkebu-lan Cultural Center.
October 2024:
• Staff (Osborne) stated the Commission can discuss the recommendations for projects at the Alkebu-lan Cultural Center with Randy Mabson at the meeting scheduled for November 12 to determine if the projects qualify for Community Development Block Grant (CDBG) funding.
November 2024:
• The Commission received a presentation from Randy Mabson regarding the PY 23 Consolidated Annual Performance & Evaluation Report (CAPER) for non-public service projects.
• The Commission discussed the proposed projects for Alkebu-lan Cultural Center with Randy Mabson and verified the projects that qualified for Community Development Block Grant (CDBG) funding, including the replacement of doors, installation of ADA compliant bathroom stalls, sound proof rooms in the basement, conversion of basement space to classroom space.
• Staff (Osborne) reported the list of projects was submitted to the Public Works Department to evaluate if the projects qualify for Capital Improvement Project (CIP) funding and will notify the ad hoc committee regarding if projects are able to be funded by CIP funding or should be submitted for other funding sources.
December 2024:
• Staff (Osborne) requested the ad hoc committee send the application for Community Development Block Grant (CDBG) funding to Diane Lewis at Alkebu-lan Cultural Center and to advise Ms. Lewis to submit the application for the proposed projects for the center that were verified to qualify for the funding. • Staff (Osborne) reported the City is working to address the repairs to the roof at Alkebu-lan Cultural Center.
January 2025:
• Vice Chair Cullins stated he contacted Diane Lewis from the Alkebu-lan Cultural Center to set up a meeting to discuss the Community Development Block Grant (CDBG) application, but the meeting was cancelled due to the Eaton Fire.
Staff (Osborne) announced that staff are completing the CDBG application on behalf of the Alkebu-lan Cultural Center for the projects that qualify for funding and requested Vice Chair Cullins update Ms. Lewis with the information.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 14 February 2025:
• Staff (Osborne) stated she is waiting to receive direction from the City Manager’s office to move forward with submitting the Community Development Block Grant (CDBG) application for Alkebu-lan Cultural Center, which is due to be submitted by Friday, February 14.
• The ad hoc committee deemed the following action items completed for FY 2024 – 2025:
o Identify City building projects.
o Seek city departments’ input on projects in Northwest Pasadena.
March 2025:
• No updates provided
April 2025:
• The Commission received a presentation from the Department of Housing regarding the PY25 Community Development Block Grant (CDBG) recommendation for City Set-Aside Funding and approved the staff recommendations.
May 2025: All action items completed in April.
June 2025: All action items completed in April.
Status: Completed
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 15 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:
• Discontinued – Develop a survey for community members to complete and gather information on where there are gaps in signal strength. • Discontinued – Consult Northwest businesses and investigate how to improve Wi-Fi service for businesses.
• Discontinued – Develop City approved flyers with a QR code to send to City Council members representing Northwest to include in newsletters. • Discontinued – Develop a list of business contacts of network providers to communicate service issues.
• Completed – Develop recommendations for amendments to the Pasadena Municipal Code (PMC) to address telecommunications issues in Northwest Pasadena.
• Completed – Request the City’s contact information from the Department of Information Technology (DoIT) for the cellular providers for Pasadena.
Strategic Plan Updates:
July 2024:
• The ad hoc committee recommended the following action item be discontinued:
o Consult Northwest businesses and investigate how to improve Wi-Fi service for businesses.
• The Commission added the following action item:
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 the topic for the presentation and she will follow up to schedule the presentation.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 16 September 2024:
• Commissioner Mena reported the ad hoc committee spoke to Philip Leclair, City of Pasadena Chief Information Officer, regarding cellular access in the Northwest to determine where there are gaps in service for the residents. Commissioner Mena will provide an update to the Commission regarding the information discussed with Mr. Leclair at the meeting scheduled for October 8. Staff (Osborne) will follow up to determine the City departments that oversee the installation of small cell facilities in the Northwest and provide an update to the Commission at the meeting scheduled for October 8.
October 2024:
• Commissioner Mena stated the ad hoc committee will review the information they received from Staff (Osborne) regarding the process of various City departments for managing telecommunications in Pasadena to determine which department to contact for a presentation to the Commission.
• Staff (Osborne) requested that the ad hoc committee develop a list of specific questions that she will share with the departments to ensure a presentation to the Commission will provide the information requested by the ad hoc committee.
November 2024:
• Commissioner Smith provided an update from Commissioner Mena regarding the process of various City departments for managing telecommunications in Pasadena and reported the ad hoc committee requested additional information as follows:
o How does the City prioritize areas that need improved cell service? o What are the locations of the cellular towers in Northwest Pasadena and the area of coverage?
o Are there upcoming projects to improve the telecommunications infrastructure, specifically for cell service?
o Does the City have reports on carrier performance in Northwest Pasadena? • Commissioner Smith stated the ad hoc committee would like to make a presentation to the Commission at the December meeting regarding the information in the Pasadena Municipal Code (PMC) pertaining to the deployment of small cell sites and additional information needed to complete the action items for the objective.
December 2024:
• The Commission received a presentation from Commissioner Mena regarding the Pasadena Municipal Code (PMC) sections pertaining to the deployment of small cell sites.
• The ad hoc committee recommended the following action item be discontinued:
o Develop City approved flyers with a QR code to send to City Council members representing Northwest to include in newsletters.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 17 • The ad hoc committee recommended adding the following action item to the objective:
o Develop recommendations for amendments to the Pasadena Municipal Code (PMC) to address telecommunications issues in Northwest Pasadena
January 2025:
• Commissioner Mena reported he sent the draft letter of recommendation regarding a suggested remedy to the insufficient cellphone and Wi-Fi coverage in Northwest Pasadena to the ad hoc committee for review and requested the approval of the letter be continued to the next meeting scheduled for February 11, 2025.
• Staff (Osborne) reported the Department of Information Technology (DoIT) is reviewing the questions submitted by the ad hoc committee pertaining to small cell sites and stated they will submit their responses to her to share with the ad hoc committee.
February 2025:
• The Commission approved the letter of recommendation to City Council regarding a suggested remedy for the insufficient cellphone and Wi-Fi coverage in Northwest Pasadena.
• Staff (Osborne) provided information regarding the City Council process when they receive a letter of recommendation from Commissions. Commissioner Mena recommended the Commission contact their Councilmember to encourage their support for the recommendations once staff confirms the letter has been distributed to the City Council.
• The ad hoc committee deemed the following action item completed for FY 2024 – 2025:
o Develop recommendations for amendments to the Pasadena Municipal Code (PMC) to address telecommunications issues in Northwest Pasadena.
March 2025:
• The Commission reviewed a memo from Phillip Leclair, Chief Information Officer, Department of Information Technology (DoIT) sent to the Commission with a response to the letter of recommendation to City Council regarding a suggested remedy to the insufficient cellphone and Wi-Fi coverage in Northwest Pasadena. • The Commission discussed contacting the cellular providers directly to advocate for improved cellular coverage in the Northwest.
• The ad hoc committee recommended adding the following action item to the objective:
o Request the City’s contact information from the Department of Information Technology (DoIT) for the cellular providers for Pasadena. • Staff (Osborne) will contact Mr. Leclair to request the contact information for the cellular providers in Pasadena.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 18 April 2025:
• Commissioner Mena stated the ad hoc committee received the list of cellular providers in Pasadena from Phillip LeClair, Director of the Department of Technology (DoIT).
• The ad hoc committee deemed the following action item completed for FY 2024 – 2025:
o Request the City’s contact information from the Department of Information Technology (DoIT) for the cellular providers for Pasadena.
May 2025:
• The ad hoc committee recommended the following action item be discontinued:
o Develop a survey for community members to complete and gather information on where there are gaps in signal strength.
• The ad hoc committee recommended the following action item be discontinued:
o Develop a list of business contacts of network providers to communicate service issues.
June 2025: All action items completed in May.
Status: Completed
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 19 Ad Hoc Committee: Objective #5 – Emergency Preparedness
Objective Purpose: Life and safety preparedness in the event of natural or otherwise disasters
Commissioners: Smith (lead), Cullins, Carr
Action item:
• Completed – Work with a non-profit organization to create a workshop regarding disaster preparedness.
Strategic Plan Updates:
February 2025:
• The Commission added a new Objective #5 – Emergency Preparedness to the Strategic Plan for FY 2024 -2025 and created an action item for the objective. • Chair Carr appointed Commissioners Smith, Cullins and himself to the Emergency Preparedness ad hoc committee.
• Commissioner Smith agreed to be the lead for the Emergency Preparedness ad hoc committee
March 2025:
• Commissioner Smith reported the ad hoc committee met with Celestine Walker, Managing Director of NATHA (Neighbors Acting Together Helping All) on Tuesday, February 25, and discussed the disaster preparedness workshops for the community, including the agencies that will provide the training and how to promote the workshops in the community.
• Staff (Osborne) requested the ad hoc committee review the results of the Emergency Preparedness surveys completed at the Black History Festival on February 15 and share the information with the Commission at the April meeting.
• Vice Chair Cullins will contact Ms. Walker to schedule the next meeting with the ad hoc committee to discuss the results of the Emergency Preparedness surveys.
April 2025:
• Commissioner Smith reported the ad hoc committee and Staff (Osborne) met with Celestine Walker, Managing Director of NATHA (Neighbors Acting Together Helping All) and Lisa Barrios, Council District 3 Liaison and discussed the need for emergency preparedness in different situations and encouraged the Commission contact their Councilmembers regarding the importance of offering emergency preparedness training for their district.
NWC Report of Accomplishments FY 2024-2025. Approved June 17, 2025. 20 • Commissioner Mena stated he received information from the Los Angeles County Fire Department regarding the creation of fire groups that will consist of residents that will be trained to provide fire prevention seminars in their neighborhoods. He suggested this information could be a resource in developing emergency preparedness workshops for Northwest residents and businesses.
May 2025:
• Commissioner Smith met with Staff (Osborne), Lisa Barrios and Celestine Walker, the Managing Director of Neighbors Acting Together Helping All (NATHA) to discuss providing a Business Impact Survey to assess emergency preparedness levels and identify service gaps.
• Commissioner Smith also noted the concerns raised by residents at a recent town hall meeting regarding community vulnerability during emergencies. • The ad hoc committee would like to work with the Fire Department staff person, Nallely Procopio, to discuss holding a workshop for emergency preparedness.
June 2025: All action items completed in May
Status: Completed
NWC Presentation Calendar FY2024-2025. Approved June 17, 2025. 21 Northwest Commission
Presentation Calendar FY 2024-2025
July 2024:
• Presentation by Brenda Harvey-Williams, Assistant City Manager, regarding the installation of a new memorial at the Robinson Family home located at 123 Pepper Street.
August 2024:
• No presentation
September 2024:
• No presentation
October 2024:
• Commission Training by the City of Pasadena City Attorney’s Office – Arnold Lee, Assistant City Attorney
• Presentation from the Alkebu-lan Cultural Center regarding the history of the center and the programs offered for the community – Dianne Lewis, Executive Director.
November 2024:
• Presentation from the Planning and Community Development Department regarding the Environmental Justice Element – Anita Cerna, Principal Planner • Presentation from the Department of Housing regarding the Community Development Block Grant (CDBG) PY 2023-2024 Consolidated Annual Performance and Evaluation Report (CAPER) – Randy Mabson, Program Coordinator
• Discussion with the Department of Housing regarding the proposed projects for Alkebu-lan Cultural Center that qualify for CDBG funding
December 2024:
• Presentation from the Department of Housing regarding an update on the Bad Weather Shelter in Pasadena – Jennifer O’Reilly - Jones, Program Coordinator • Workshop from Small World Communications regarding use of Artificial Intelligence (AI) in business development - Robert McClinton • Presentation regarding the Pasadena Municipal Code (PMC) sections pertaining to the deployment of small cell sites in Pasadena – Commissioner Alex Mena January 2025:
• Support for City of Pasadena Rose Bowl & Brookside Park Multimodal Connectivity Project for Caltrans Sustainable Transportation Planning Grant Program - Scott Johnson, Senior Planner
NWC Presentation Calendar FY2024-2025. Approved June 17, 2025. 22 • Presentation regarding the qualifications for low-income housing and locations of low-income housing in Northwest Pasadena – Lola Osborne, Deputy Director, Parks, Recreation and Community Services Department
February 2025:
• Presentation from the Department of Housing regarding Pasadena Second Unit ADU Loan Program- Randy Mabson, Program Coordinator
March 2025:
• Presentation from the Planning and Community Development Department regarding the City’s process for building an ADU in Pasadena – Guille Nunez, Senior Planner and Jason Mikaelian, Deputy Director, Planning and Community Development Department
• City Manager’s Recommended FY 2026-2030 Capital Improvement Program (CIP) budget – Northwest Pasadena Projects – Phyllis Hallowell, Management Analyst V and Brent Maue, Acting City Engineer, Public Works Department
April 2025:
• Presentation from the Department of Housing regarding the approval of the PY25 Community Development Block Grant (CDBG) recommendation for City Set- Aside Funding – Randy Mabson, Program Coordinator
May 2025:
• Presentation of Northwest Area Demographics from 1990 – 2020 – Douglas Johnson, Consultant, National Demographics Corporation
• Presentation of the Northwest Community Plan Status Report Outline – Staff, Prentice Deadrick, City Manager’s Office
June 2025: Annual Meeting
(updates approved April 8, 2025)
NWC Meeting Attendance Record FY 2024-2025. Approved June 17, 2025. 23
City of Pasadena Northwest Commission
Meeting Attendance Record for FY 2024-2025
NORTHWEST COMMISSION
MEETING ATTENDANCE RECORD
JULY 2024 - JUNE 2025
MEMBERS
07/09/24 REGULAR08/13/24 REGULAR09/10/24 REGULAR10/08/24 REGULAR11/12/24 REGULAR12/10/24 REGULAR01/14/25 REGULAR02/11/25 REGULAR03/11/25 REGULAR04/08/25 REGULAR05/13/25 REGULAR06/17/25 SPECIAL
TOTAL MEETINGS
ATTENDED
ATTENDANCE
RECORD PERCENTAGE
ALEX MENA
(District 1) P A P P A P P P A P P P 9 75.00%
DANIEL P. YEN
(District 2) P P P A P U U P P A U A 6 50.00%
TED SMITH
(District 6) P P P P P P P P P P P P 12 100.00%
CHRISTIAN JONES
(District 5) P P A A P P P P 6 75.00%
GLORIA ANDRADE
(District 3) P P P P A P 5 83.33%
JUJU LELLIOTT
(District 5) P P 2 100.00%
MICHAEL CULLINS
(District 3) P P P P P P P P P A P 10 90.91%
ALFRED L. CARR
(District 1) P P P A P P P P P A 8 80.00%
LORENA YEPEZ HERNANDEZ
(District 5) P P A A P P A A 4 50.00%
MAX REYES
(District 4) A P A P A P 3 50.00%
UZOAMAKA OGBODO
(District 7) P A P P A P 4 66.67%
VACANT
(Mayor)
LEGEND Total Meetings Held 12
P - PRESENT
A - EXCUSED ABSENCE
U - UNEXCUSED ABSENCE
XX - CANCELED MEETING
NQ - NO QUORUM
NWC Strategic Plan FY 2024-2025. Approved June 17, 2025. 24 City of Pasadena Northwest Commission
Strategic Plan: 07/08/2025 – 06/09/2026
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: Community Vitality & Public Safety Ad Hoc Committee: Objective #2: Economic & Community Development
NWC Strategic Plan FY2025-2026. Approved June 17, 2025. 25 Ad Hoc Committee: Objective #1 – Community Vitality & Public Safety
Objective Purpose: To enhance the overall quality of life in Northwest Pasadena by ensuring neighborhood safety, infrastructure maintenance, and improved access to digital connectivity.
Commissioners: Lelliott, Andrade, Smith
Action Items:
1. Monitor and recommend improvements to public safety initiatives.
2. Coordinate with City departments and the Community Police Oversight Commission on neighborhood safety.
3. Monitor and recommend improvements to Capital Improvement Program Projects.
4. Advocate for improved Wi-Fi and cellular access, focusing on identifying service gaps and infrastructure gaps from service providers.
Strategic Plan Updates:
July 2025:
#1
Commissioner McKenzie mentioned meeting someone interested in investing in an indoor pickleball court business in Pasadena. Staff (Osborne) mentioned PUSD having vacant school sites.
Staff (Osborne) shared an update from Commissioner Jones who could not attend the meeting; he had a meeting with one of the Planning Commissioners who organized a tour to find available commercial spaces for businesses impacted by the Eaton Fire. Commissioner Jones will provide a completely update during the next meeting.
#2
The Commission received a presentation from Jim Wong and Caroline Lockwood Nelson regarding proposed housing development with Planned Parenthood and the City of Pasadena located at 1015 North Lake Avenue.
Commissioner Mena noted that a proposed business on Lake Avenue recently put up construction fencing. He emphasized the importance of considering walkability for any new construction in the community. Staff (Osborne) shared that a radiology center would be opening on the site mentioned.
#3
No updates.
NWC Strategic Plan FY2025-2026. Approved June 17, 2025. 26 #4
Commissioner McKenzie suggested inviting Jim Wong, Director of the Department of Housing, for a follow-up presentation to discuss moderate vs. low-income vs very low-income thresholds for affordable housing projects.
Staff (Osborne) provided an update on the number of Accessory Dwelling Units (ADUs) submitted to the city from March 2025 to June 2026. In the Northwest Area, 53 permits were submitted for ADUs, including Junior ADUs, attached, and detached units. Staff provided a breakdown of the permits by Council District and mentioned that this report will be provided quarterly. Additionally, staff announced that a Project Development Report on all projects in the Northwest Area will be shared with the commission in August, containing information on proposed construction projects.
Commissioner Scott requested an update of the proposed affordable housing project at Roosevelt Elementary. Staff (Osborne) explained that the school district's projects are not overseen by the city. However, Commissioner McKenzie offered to follow up with his PUSD contact to obtain some information.
Chair Mena mentioned that the State of California recently rescinded the California Environmental Quality Act. The Chair urged the rest of the commissioners to keep this in mind when listening to presentations given to the commission.
#5
No updates.
Status:
NWC Strategic Plan FY2025-2026. Approved June 17, 2025. 27 Ad Hoc Committee: Objective #2 – Economic & Community Development
Objective Purpose: To support equitable economic growth and ensure targeted investment in community development within Northwest Pasadena.
Commissioners: McKenzie, Jones, Yen, Scott
Action Items:
1. Promote local economic and investment opportunities and business retention.
2. Review and provide recommendations on the North Lake Specific Plan and Fair Oaks Orange Grove Specific Plan.
3. Review and monitor the Lincoln Avenue Specific Plan.
4. Review new development reports for residential and commercial projects in the Northwest Area.
5. Review and recommend CDBG Projects.
Strategic Plan Updates:
July 2025:
#1
Commissioner McKenzie mentioned meeting someone interested in investing in an indoor pickleball court business in Pasadena. Staff (Osborne) mentioned PUSD having vacant school sites.
Staff (Osborne) shared an update from Commissioner Jones who could not attend the meeting; he had a meeting with one of the Planning Commissioners who organized a tour to locate available commercial spaces for businesses impacted by the Eaton Fire. Commissioner Jones will provide a complete update during the next meeting.
#2
The Commission received a presentation from Jim Wong and Caroline Lockwood Nelson regarding proposed housing development with Planned Parenthood and the City of Pasadena for sites located at 1015 and 1045 North Lake Avenue. .
Commissioner Mena noted that a proposed business on Lake Avenue recently put up construction fencing. He emphasized the importance of considering walkability for any new construction in the community. Staff (Osborne) shared that a radiology center would be opening on the site mentioned.
#3
No updates.
NWC Strategic Plan FY2025-2026. Approved June 17, 2025. 28 #4
Commissioner McKenzie suggested inviting Jim Wong, Director of the Department of Housing, for a follow-up presentation to discuss moderate vs. low-income vs very low-income thresholds for affordable housing projects.
Staff (Osborne) provided an update on the number of Accessory Dwelling Units (ADUs) submitted to the city from March 2025 to June 2025. In the Northwest Area, 53 permits were submitted for ADUs, including Junior ADUs, attached, and detached units. Staff provided a breakdown of the permits by Council District and mentioned that this report will be provided quarterly. Additionally, staff announced that a Project Development Report on all projects in the Northwest Area will be shared with the commission in August, request meeting materials information on proposed construction projects.
Commissioner Scott requested an update of the proposed affordable housing project at Roosevelt Elementary. Staff (Osborne) explained that the school district's projects are not overseen by the city. However, Commissioner McKenzie offered to follow up with his PUSD contact to obtain some information.
Chair Mena mentioned that the State of California recently rescinded the California Environmental Quality Act. The Chair urged the rest of the commissioners to keep this in mind when listening to presentations given to the commission.
#5
No updates.
Status:
NWC Presentation Calendar FY 2025-2026. Approved June 17, 2025. 29 Northwest Commission
Presentation Calendar FY 2025-2026
July 2025:
• Presentation from the Department of Housing regarding proposed housing development with Planned Parenthood – Jim Wong, Director Department of Housing and Caroline Lockwood Nelson, Program Coordinator • Presentation from Planning and Community Development Department regarding an update on the survey project related to historic places and people in Pasadena – Kevin Johnson, Principal Planner*
August 2025:
• Presentation on the Northwest Community Plan Status Report (City staff Prentice Deadrick, City Manager’s Office and Lola Osborne, Deputy Director, Parks Recreation and Community Services*
September 2025:
• (tentative) Presentation from the Angeles Recovery Collective (ARC) regarding their efforts to helping communities rebuild after wildfires within the Northwest Area (Lelliott)
October 2025:
•
November 2025:
•
December 2025:
•
January 2026:
•
February 2026:
•
March 2026:
•
April 2026:
•
May 2026:
•
June 2026: Annual Meeting
(updates approved July 8, 2025)
2. PASADENA CENTER OPERATING COMPANY ANNUAL REPORT*
1 PASADENA
CENTER
OPERATING
COMPANY
ANNUAL
REPORT
FY25
2 Dear Fellow Board Members and Friends,
This past year reminded us of what a true community looks like. In moments of uncertainty and loss, especially following the Eaton Fire, Pasadena showed its heart.
Neighbors helping neighbors, local businesses uplifting one another, and our compassionate spirit shining through even the hardest days.
As Board Chair of the Pasadena Center Operating Company, I’ve had the privilege of witnessing that resilience firsthand. The dedication of our teams, the support of our partners, and the encouragement from this incredible community have all fueled our work. Together, we’ve continued to make Pasadena a place where people come to connect, celebrate, and be inspired.
Across our venues and programs, we saw that commitment in action through every event hosted, every visitor welcomed, and every story shared about what makes this city special. Each effort, large or small, contributed to Pasadena’s recovery and renewed sense of possibility.
Looking ahead, I’m filled with gratitude and hope. There’s so much more to accomplish, and I have no doubt that, together, we’ll keep building on the strong foundation we’ve set up with hard work, dedication, and pride for this city we all call home.
Thank you for being part of this journey and for all you do to keep Pasadena thriving.
Blessings,
Tyron Hampton
Board Chair, Pasadena Center Operating Company
LETTER FROM
THE CHAIR
2 3
Dear Colleagues and Friends,
As we reflect on this past year, I want to express my sincere appreciation for the professionalism, hard work, and resilience demonstrated by the staff, leadership team, and Board of the Pasadena Center Operating Company. It has been a year of challenges and accomplishments, and I am proud of what we have achieved together.
The Eaton Fire had a profound impact on Pasadena and the surrounding region, affecting lives, homes, and businesses. The Convention Center was called upon to transition into a fire shelter lasting 42 days, while hosting 1,140 residents. Throughout this difficult period, our organization remained focused on its mission to provide exceptional facilities and service to the community, our clients, and our visitors. Our commitment to operational excellence and service continuity never wavered.
The Pasadena Convention Center remained a cornerstone of activity, hosting 160 events and welcoming more than 332,000 attendees. These events brought much- needed economic activity to Pasadena, supporting our hospitality partners and reinforcing our role as a key driver of the local economy.
At the Pasadena Civic Auditorium, we continued to deliver a strong calendar of performances and events, including nationally recognized productions, cultural programs, and community gatherings. Over the year, the Civic recorded 185 event- use days and 27 film-production days, contributing significantly to the local economy.
The Pasadena Ice Skating Center also saw steady participation, with approximately 50,000 public session skaters and 4,203 skating school students. This facility remains an important recreational outlet for residents and visitors.
Visit Pasadena played an essential role in advancing the city’s recovery and visibility.
Their targeted marketing and communication efforts have strengthened Pasadena’s position as a premier destination for meetings, events, and leisure travel.
As we prepare for 2026 and beyond, our priorities remain clear: maintaining operational excellence, delivering outstanding customer service, driving tourism, and ensuring the PCOC continues to contribute to the city’s economic vitality and cultural life.
Thank you for your continued partnership and support. Together, we will continue to build on our successes and serve the Pasadena community with integrity and purpose.
Sincerely,
Michael Ross
Chief Executive Officer, Pasadena Center Operating Company
LETTER FROM
THE CEO
4 FY25 BOARD
EXECUTIVE COMMITTEE
Tyron Hampton
Chair
Phil Hosp
Vice Chair
Kim Burbank
Secretary
Pat Amsbry
Treasurer
AT LARGE
Joan Aarestad
At Large
Scott Boone
At Large
David Eads
Tournament of Roses
Marlon Gonzalez
Hotel Dena
David Klug
City of Pasadena
Eleanor Lee
At Large
Jeff Michael
At Large
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
Eric Happe
Director of Finance
5 PASADENA CONVENTION CENTER
160 events
331,700 attendees
CIVIC AUDITORIUM ICE SKATING CENTER
49,793 public session skaters
4,203 skating school attendees
VISIT PASADENA
42,316
room nights booked
81,000 social media followers
2,500,000 website pageviews
37 earned media coverage
3.86 out of 4.00
client customer satisfaction
score
185 event use days
27 events and
films productions
PCOC FY25 ACCOMPLISHMENTS
6 The Eaton Fire & Response
The Eaton Fire had a devasting impact on the Pasadena and Altadena communities. As reported by the Los Angeles Times, the Eaton fire became the second-most destructive wildfire in California history, burning for 24 days between January 7 to January 31. The fire claimed 19 lives and destroyed 9,400 structures (Los Angeles Times, 2025).
EVACUATION CENTER AND SHELTER
When the Eaton Fire struck the community on January 7, the Pasadena Convention Center team answered the call without hesitation. For 42 days, from the evening of January 7 through February 17, the facility became a lifeline for displaced residents, operating around the clock as an emergency
evacuation center and shelter.
This was not an ordinary undertaking. The challenge required the dedicated staff to work alongside multiple partners to transform a convention space into a sanctuary for displaced residents. They maintained around-the-clock operations, ensuring that every person who walked through the doors found the support they needed. In close collaboration with the City of Pasadena, Red Cross, SodexoLive!, local medical professionals, and public safety officers, they directed a complex operation that brought in shower and laundry
facilities, maintained rigorous daily cleaning schedules, provided three meals a day, and attended to countless
logistical needs. Throughout it all, the team handled every challenge with compassion and professionalism.
TOURISM SENTIMENT
When combined with the Palisades Fire, the Los Angeles
wildfires brought ongoing national and international media attention. According to a Visitor Sentiment Study conducted by Visit California, familiarity with the Los Angeles wildfires was universal (95%). The fires significantly influenced visitor perceptions: many travelers viewed the damage as severe and widescale and were less likely to consider visiting Los Angeles in the near term.
Top concerns among potential visitors included the extent of the burn area, air and water quality, the availability of open attractions, and whether it was appropriate to travel to an area recovering from disaster. There were also concerns about the availability of lodging and the perception that their visit would displace impacted residents.
7 MEETINGS RECOVERY
As a result of the Eaton Fire, 18 groups were
impacted, 12 postponed their events, five canceled,
and one proceeded as planned. In addition, a
concert by The Weeknd was cancelled, and the Rose
Bowl Half Marathon and 5k was postponed. In total,
an estimated $2.5M in convention center group
business was lost due to cancellations, and another
$4.6M was affected by postponements to future
dates.
Visit Pasadena’s approach for meetings recovery
was to be transparent and counter misinformation
and misperceptions. The team developed a
Meetings Visitor FAQ on VisitPasadena.com to
provide accurate information to assure planners
and attendees Pasadena is ready and available
to welcome professional meetings and events.
The page directly addressed top visitor concerns,
clarifying that Pasadena’s tourism assets remained
unaffected by the fire, local air quality was rated
as “good” by the U.S. Air Quality Index, and area
hotels had sufficient capacity to accommodate both
residents and visitors.
Visit Pasadena also launched a strategic recovery
campaign, “Meetings Bloom Stronger Here,” to
restore confidence in the city for professional
meetings and events. Campaign elements included
email marketing and digital advertising. The
campaign highlighted the economic importance
of tourism in supporting local businesses and
the community. Additionally, it addressed critical
concerns such as air quality, safety, and accessibility, reassuring planners that Pasadena remains a
welcoming and vibrant location for professional
meetings and events.
8 MARKETING AND COMMUNICATIONS
STRATEGY
Visit Pasadena proactively sought relationships
with members of the media not only to counter
misperceptions, but to emphasize the importance
of supporting the local businesses and people who
were affected by the fires. The messaging shared how
important tourism is to the city and invited travelers to visit and be a part of our rebuilding story.
During this time, Mandi Prince participated in two media relationship building events – TravMedia’s International Media Marketplace (IMM) and Visit California’s Reverse
Canada Mission. TravMedia’s IMM is a global networking
event that connects the travel industry with editors,
journalists, broadcasters, and influencers, and provided us the opportunity to combat misinformation. Visit
California’s Reverse Canada Mission brought destination organizations together with Canadian travel media in
San Diego for a few days of networking and pitching to
bring the Canadian market up to speed on all that was
happening across California.
As a result of these efforts, Visit Pasadena earned
coverage in Conde Nast Traveler, People Magazine,
and San Diego Explorer, which was also syndicated on
MSN. Additionally, Canadian publication, Dreamscapes
Magazine provided Visit Pasadena a free of charge, full page ad in their Spring issue.
The marketing team also produced a two-minute video
highlighting the importance of visiting Pasadena,
supporting local businesses, and showcasing the vibe
of the city, making sure to show blue skies, welcoming
streets, and a relaxing, safe space. The video featured 11 businesses across three districts, including interviews with three business owners, and reached 21k people and
garnered 31k views.
21k
reach
9 PASADENA: A CITY BEST SHARED
In response to the Eaton Fire, Visit Pasadena
spearheaded a recovery campaign aimed at revitalizing
tourism while supporting impacted businesses and
residents. The campaign was launched in June and
will continue into FY26. Visit Pasadena was committed
to being sensitive and thoughtful to our recovery
campaign approach and partnered with Pasadena-
based creative agency, Pastilla, to develop the
messaging.
The “Pasadena, A City Best Shared” recovery campaign
aimed to welcome visitors back while honoring the
community’s journey through recovery. The campaign
showcased the local businesses, cultural landmarks, and events that make Pasadena a distinctive and vibrant
destination. At its core, the initiative celebrated the strength and resilience of the Pasadena and Altadena
communities, while remaining sensitive to the losses
caused by the Eaton Fire. With a tone of compassion
and optimism, the campaign featured taglines such
as “Small City, Big Heart,” “Small City, Big Vibes,” and “Small City, Big Moments” to reflect Pasadena’s spirit
and the enduring appeal of its tourism assets.
The paid media campaign included placements in the
following channels: Meta, Google PMAX, CTV, and
Expedia. The targeted audiences are San Bernardino,
San Diego, San Francisco, Phoenix, Las Vegas, Houston,
Chicago, and New York.
To support recovery, Visit Pasadena was grateful for Visit California’s guidance and support. In February, they
launched the “Come Play” campaign focused on aiding
the Los Angeles region. The campaign distribution
included: out-of-home ads, digital ad units and audio
streaming in Las Vegas, Phoenix, Tucson, San Francisco, San Diego, and Sacramento.
10 EVENTS
The state-of-the-art Pasadena Convention Center
impressively played host to 160 events and drew in a
staggering 332,000 attendees, encompassing a diverse
range of gatherings in entertainment, consumer affairs, business meetings, scientific forums, and international conferences.
• 2025 Annual SoCal Linux Expo
• Academic Senate for California Community Colleges
• Anime Pasadena
• Art Center College of Design
• Association of Public Health Laboratories
• California Association for Behavior Analysis
• California Association for Health, Physical Education, Recreation & Dance
• California Hospital Association
• California Library Association
• California Speech Language Hearing Association
• California State Association of Counties
• CatCon
• Golden State Tattoo Expo
• Government Microcircuit Applications and Critical
Technology
• IEEE Intl Conference on Robot and Human
Interactive Communication
• Jurassic Quest
• Lightbox Expo
• Monsterpalooza
• SoCal Gaming Expo
• Solution Tree Professional Learning Communities at
Work
• State Bar of California
• Techno Security & Digital Forensics Conference
• Textile Exchange
160
events
CONVENTION CENTER
11 3.86/4.00
11 CUSTOMER SERVICE
The Pasadena Convention Center’s team of event professionals and service providers consistently delivered exceptional service to their clients, achieving an exceptional customer satisfaction score of 3.86 out of 4.00. These outstanding survey results serve as concrete evidence of PCOC’s unwavering dedication to excellence.
client
satisfaction
rating
EVENT MANAGEMENT STUDENT
INTERNSHIP
Supporting local youth development, the Pasadena
Convention Center hosted a Pasadena Unified School District student intern, offering real-world experience in the event management industry.
PRINCIPAL FOR A DAY
As part of the Pasadena Educational Foundation’s Principal for a Day program, Pasadena Convention Center Executive Director, Naz Sabripour, spent a day alongside PUSD students and teachers, strengthening ties between the PCOC and local schools.
12 The Pasadena Ice Skating Center consistently delivered impressive results across all sessions, and surpassed expectations with increased participation in rink sessions, memberships, and private rentals.
The rink drew almost 50,000 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, private rentals, and a plethora of other activities. • 827 private rentals
• 15,528 figure skating rink session registrations
• 3,309 hockey rink session registrations
• 49,793 public session admission and 28,475 skate rentals • 214 memberships sold
• Hockey adult league: 1,314 total skaters with 343 spring skaters, 350 fall skaters, 302 winter skaters, 318 summer skaters, and 2,036 drop-ins.
• Skating school group classes: 800 spring registrations, 764 summer registrations, 856 fall registrations, 903 winter registrations, 880 early spring registrations
ICE SKATING CENTER
28,475
skate rentals
4,203
skating school
registrations
49,793
public session
skaters
13 SPECIAL EVENTS
• Annual Pasadena Figure Skating Club competition
• 39th Annual ISI rink competition
• USC Skating Club Spring Show
• Little Kings Learn-to-Play and Little Kings Academy
• La Canada High School Hockey team practices
214
memberships
sold
827
private
rentals
15,528
figure skating
sessions
2025 USFS National High School Team Cyber Challenge
Adult Hockey Championships
3,309
hockey
sessions
14 CIVIC AUDITORIUM
The Pasadena Civic Auditorium operated
209 event use days with 32 events and film
productions including:
• America’s Got Talent Season 19 Live
Shows! (12 shows)
• America’s Got Talent Season 20 Auditions
(11 recording sessions)
• De Yun She Global Tour
• Distinguished Speaker Series
• Kaiser Permanente School of Medicine
• Los Angeles Ballet
• NAACP 2025 Image Awards
• Sturniolo Triplets Podcast
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 19 Live Shows!,” and “America’s
Got Talent: Season 20 Auditions.
185
event use days
CIVIC AUDITORIUM RESTORATION
This year, the PCOC completed a major restoration of the Civic Auditorium’s historic façade and stairs. The project enhanced the building’s exterior and longevity through
detailed repairs, waterproofing, painting, roof work, and stair reconstruction.
15 VISIT PASADENA
During fiscal year 2025, Visit Pasadena navigated a period marked by challenge, resilience, and community strength.
The Eaton Fire deeply affected Pasadena—disrupting lives, damaging natural landscapes, and causing both personal
and economic hardship. In response, residents, businesses, nonprofits, and city partners united in recovery efforts, demonstrating compassion and determination. Visit
Pasadena supported these efforts by promoting responsible travel and helping to reinvigorate the local economy in a way that honored the city’s recovery journey.
Activity gradually returned across key venues such as the Pasadena Civic Auditorium and Pasadena Convention
Center—spaces central to the city’s cultural and economic vitality. Their resurgence signified meaningful progress in Pasadena’s broader recovery.
To further strengthen tourism recovery and long-term destination positioning, Visit Pasadena partnered with local creative agency Pastilla to launch a strategic, community-centered marketing campaign. The initiative authentically conveyed Pasadena’s story of perseverance, unity, and warmth while inviting visitors to return thoughtfully.
Through continued collaboration with partners and stakeholders, Visit Pasadena remains committed to elevating Pasadena as a destination that embodies the best of its people, places, and possibilities.
HOTEL TRENDS
Hotel performance indicators including occupancy, average daily rate (ADR), and revenue per available room (revPAR) trended in a positive direction overall. In Q1 and Q2, hotel occupancy in the city surpassed FY24 levels, though ADR faced pressure from softer regional demand. Q3 saw a temporary occupancy boost due to the Eaton Fire’s impact, while Q4 reflected a return to typical demand patterns. The market successfully absorbed the addition of the new AC Hotel without significant disruption.
Occupancy Average Daily Rate
(ADR)
Revenue Per Available
Room (RevPAR) Revenue
FY25 78.9% $213.59 $168.62 $161.1M
FY24 71.7% $206.56 $148.03 $138.8M
Δ 10.04% e 3.40% e 13.91% e 16.07% e
Please be advised that the reports and information contained in the hotel trends reports are strictly confidential and may only be used for the benefit of Visit Pasadena and its stakeholders. The information may not be downloaded, saved, or shared with any other person or entity for any reason without the express written permission of Visit Pasadena.
Source: CoStar STR.
16 ROOM NIGHTS BOOKED FOR FUTURE BUSINESS
Visit Pasadena’s sales team capitalized on targeted sales and marketing efforts to increase the number of meetings, conventions and tradeshows coming to Pasadena. Our sales deployment remained focused on key market segments, including California state and national associations, scientific and technical conferences, and Pasadena’s strong local corporate market. The sales team successfully booked 42,316 room nights. • Western Psychological Association Annual Conference, June 2027, 1,560 total rooms • American Association for Aerosol Research Annual Conference, October 2026, 1,325 total rooms
• Seismological Society of America Annual Conference, April 2026, 1,629 total rooms • US National Committee for Technical and Applied Mechanics, June 2026, 1,250 total rooms
• California Association of Public Procurement Officials, January 2029, 1,898 total rooms • Society of Motion Picture and Television Engineers, November 2026, 1,111 total rooms 42,316
room nights
MEETINGS AND SALES
17 CITYWIDE CONVENTIONS
Visit Pasadena welcomed nine citywide conventions, each delivering significant economic impact to the city and local hospitality partners. • Power Morphicon, August 2024, 1,150 room nights
• California Library Association, October 2024, 1,085 room nights • Lightbox Expo, October 2024, 2,654 room nights
• Textile Exchange, October 2024, 2,463 room nights
• California State Association of Counties, November 2024, 1,897 room nights • Solution Tree, November 2024, 1,124 room nights
• Association of Public Health Laboratories, March 2025, 2,185 room nights • California Speech Language Hearing Association, March 2025, 1,762 room nights • GOMACTech, March 2025, 1,380 room nights
9 citywide
conventions
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.
MEETINGS MARKETING CAMPAIGN
Visit Pasadena implemented personalized
marketing strategies tailored to meeting planners
and reinforcing the sales team’s efforts to attract
professional meeting and event business. The
“Meetings Bloom Here” campaign utilized an
always-on digital strategy aimed to increase
awareness of Pasadena premier meetings
destination, emphasizing the city’s intellectual
capital and unique attendee experiences. The
campaign featured targeted email outreach, digital
media placements, and strategic print advertising
in select industry publications including California
Meetings + Events and Smart Meetings.
18 MEETING PLANNER EVENTS
The sales team participated in 21 client-facing and industry events, enhancing visibility among key decision-makers in our target markets and building future business pipelines. • CESSE: Council of Engineering and Scientific Society
Executives
• American Society of Association Executives
• Connect West
• Destination California
• CalSAE Seasonal Spectacular
• IEEE Convene
• IMEX America
• CalSAE Elevate
Visit Pasadena also partnered with Visit California for AMEX INTERaction in Puerto Rico and Taste of California roadshows in Washington, D.C. and Atlanta.
Additionally, the team increased Visit Pasadena’s
presence at IMEX America with strong hospitality partner involvement and a custom designed booth. Participating
partners in the 10x20 booth included: Hilton Pasadena,
Hyatt Place, Hotel Dena, Westin Pasadena, Pasadena Hotel & Pool, AC Hotel Pasadena, and the Rose Bowl.
21 client-facing
events
19 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 27 in-person site visits
providing inspections for clients.
27 in-person site
inspections
20 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 (IMM), New York • US Travel’s IPW international Marketplace, Chicago
• Public Relations Society of America’s Travel & Tourism Summit, Tampa
• Visit Pasadena Afternoon Tea at The Langham for UK Media, London (Visit Pasadena executed)
• Reverse Media Mission, Canada, San Diego
• Business Development and Media Mission, Tokyo, Japan
• Media Mission, Beijing, China and Seoul, South Korea
• Media Mission, Pan European – Frankfurt, Paris, London • Trade Mission, Great USA Road Trip – Amsterdam, Dublin, Paris, London
• Media Mission, Atlanta
HOSTED MEDIA
Individual media visits were secured to promote Pasadena with the goal of earning valuable editorial coverage. The communications team hosted over a dozen media/journalists. • Claudia Laroye, freelancer (Vancouver Sun, NUVO Magazine, Explore Magazine, enRoute)
• Esther Tseng, freelancer (Saveur, Food & Wine, Resy) • Austa Clausen, freelancer (Travel + Leisure, Robb Report, National Geographic, Men’s Journal)
• Donald Duench, Toronto Sun
• Jim Gladstone, Bay Area Reporter
• Don Muret, Venues Now
• Jim Benning, AAA Westways
• Japanese Media FAM (four journalists)
• South Korea Influencer FAM (five influencers)
• Brigit Grant, Jewish Magazine/Life Magazine UK
• Michael Ligier, social media influencer (453k followers) • Kathy Condon, Palm Springs Insider Guide
• Maria Haase, San Diego Explorer
• Samantha Brown, Places to Love
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.
21 37
earned leisure and
meetings coverage
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.
Visit Pasadena earned 37 media coverage articles in publications promoting Pasadena as a meetings and leisure destination including:
• Conde Nast Traveler
• People
• Vancouver Sun
• Toronto Sun
• Bay Area Reporter
• Venues Now
• Sherman’s Travels
• The Meetings Magazine
• San Diego Explorer
• CBS – Westways Weekender
• The Atlantic
• KTLA
New York Times
Toronto Sun
CBS - Westways Weekender
22 LEISURE TOURISM MARKETING
PAID MEDIA BRAND CAMPAIGN
Through its “What’s So Great About Pasadena”
campaign, Visit Pasadena showcased the city’s most
memorable experiences, from weekend escapes to family
visits and major events. The campaign’s creative told
the story of what makes Pasadena special, supported by
targeted advertising across Google, Expedia, and Meta to inspire awareness and travel.
3.4M
paid media
impressions
107K
paid media
impressions
23 IN-MARKET IOWA ACTIVATION
As part of the campaign, Visit Pasadena leveraged the
excitement surrounding the UCLA vs. Iowa Hawkeye
matchup to drive interest in Pasadena as a travel
destination. The team executed an in-market activation
in Iowa, aimed at inspiring Hawkeye fans to make the
trip to the Rose Bowl. The activation featured a branded takeover of two popular downtown Iowa City bars and a
fleet of Pasadena-themed rideshare vehicles operating
across the city for three weeks, building sustained
visibility and engagement leading up to the game.
HOLLYWOOD BURBANK AIRPORT
PARTNERSHIP FOR ROSE BOWL GAME
In anticipation of the Rose Bowl Game matchup
between the Oregon Ducks and Ohio State Buckeyes
game and the Rose Bowl Game, Visit Pasadena
partnered with Hollywood Burbank Airport on a targeted
digital advertising campaign designed to attract Oregon Duck fans to both Pasadena and encouraging use of
the airport. The campaign emphasized the convenience
of direct flights from Portland to Hollywood Burbank
Airport.
UCLA BIG 10
Visit Pasadena launched a strategic sports tourism
campaign tied to UCLA football’s first Big Ten season,
targeting key Rose Bowl markets including Indiana,
Iowa, Oregon, Minnesota, Washington, USC, and Fresno
State. Using digital display, native, and social media ads, the campaign drove visitation and brand awareness,
generating over 6.7 million impressions and 47,000 clicks.
FIFA CLUB WORLD CUP
Visit Pasadena proudly supported marketing efforts
for the prestigious FIFA Club World Cup at Rose Bowl
Stadium. The marketing team created a dedicated
landing page and event listing, along with dynamic
Instagram Reels and Stories to build excitement and
engage fans ahead of this global sporting event.
24 OFFICIAL PASADENA VISITORS GUIDE
Visit Pasadena published a redesigned Pasadena Inspiration Guide distributed throughout California at hotels, welcome centers, and local airports, and Las Vegas and Arizona markets. The guides were also delivered to Pasadena and Los Angeles magazine subscribers. The Inspiration Guide approach inspires travel to Pasadena and provides dynamic storytelling about the destination and the people and places that make it special.
The Pasadena Inspiration Guide was reprinted in the Spring of 2025 because it had prominently featured Eaton Canyon, which was devastated during the Eaton Fire.
VISITOR HOTLINE
The marketing and communications team operated the annual Pasadena Visitor Hotline with a team of dedicated volunteers. VisitPasadena.com received 116k views of Tournament of Roses-related pages. 43k
Rose Parade
website users
25 DIGITAL EFFORTS
WEBSITE
Visit Pasadena’s new website was thoughtfully
designed to deliver an immersive user-friendly
experience. The platform incorporated modern
technologies including intelligent search,
dynamic filtering, and personalized content
delivery. Key enhancements include a fully
responsive design optimized for mobile devices,
and ADA accessibility compliance to ensure
inclusivity.
SOCIAL MEDIA
Visit Pasadena expanded its social media presence by increasing production of evergreen and entertaining video reels, most of which reached non-followers and boosted brand awareness. This strategy attracted more influencers and collaborators, generating additional organic content and increasing shares and impressions across Instagram and Facebook.
Focusing on visual storytelling and authentic local experiences, Visit Pasadena’s Instagram showcased the city’s architecture, culture, dining, and events helping position Pasadena as a vibrant travel destination. With 81,000 followers and 13 million impressions, the marketing team’s efforts also earned an ETSY Award for “Best Destination Marketing to Millennials and Gen Z.”
81k
social media followers
2.6M
website pageviews
(8.3% increase)
26 FY25 FINANCIALS
16M
14M
12M
10M
8M
6M
4M
2M
0 OPERATING
REVENUE
OPERATING
EXPENSES
$15.0 M
$10.7 M
5M
4M
3M
2M
1M
0 PTBID
REVENUE
PTBID EXPENSES
$4.7 M $4.1 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 & DEBT
SERVICE
8M
6M
4M
2M
0 TOT
REVENUE
DEBT
SERVICE
$12.3 M $12.3 M
27 28
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.
Pasadena Center Operating Company
July (2024) - June (2025)
MEETING ATTENDANCE RECORD
MEMBERS
9/25/202412/4/20241/22/20253/26/20254/23/20256/25/2025
MEETING DATE REG/SPEC/CANMEETING DATE REG/SPEC/CANMEETING DATE REG/SPEC/CANMEETING DATE REG/SPEC/CANMEETING DATE REG/SPEC/CANMEETING DATE REG/SPEC/CAN TOTAL
MEETINGS
ATTENDED
ATTENDANCE
RECORD
PERCENTAGE
TYRON HAMPTON P A XX A P P 3 60
PHILLIP HOSP A P XX P P P 4 80
JOAN AARESTAD P P XX P P P 5 100
PAT AMSBRY P P XX A P P 4 80
SCOTT BOONE P P XX P P P 5 100
KIM BURBANK P P XX P P P 5 100
JAMES COTTER P P XX P A 3 75
DAVID EADS A P XX P A P 3 60
MARLON GONZALEZ P P XX A P P 4 80
DAVE KLUG A A XX P P P 3 60
ELEANOR LEE P P XX P P P 5 100
JEFF MICHAEL P P XX A P P 4 80
SHANE PATEMAN p A XX P 1 33
BLAIR SALISBURY A A XX A A 4 100
DAN STENZ A 1 100
COMMISSIONER NAME
(NOMINATING AUTHORITY)
COMMISSIONER NAME
(NOMINATING AUTHORITY)
3. PASADENA COMMUNITY ACCESS CORPORATION ANNUAL REPORT*
RECEIVED
2Q2EOCT30 PM 3:22
CITY CLERK
CITY OF PASADENA
PA/ADENA MEDIA
2024-2025
Annual Report
PASADENA COMMUNITY ACCESS CORPORATION
TO: CITY COUNCIL
FROM: PASADENA COMMUNITY ACCESS CORPORATION
DATE: OCTOBER 30, 2025
SUBJECT: ANNUAL REPORT FOR JULY 2024 THROUGH JUNE 2025
and WORK PLAN FOR 2025 - 2026
RECOMMENDATION:
This Report is submitted for information purposes only.
Attached are the following:
Report of Work Plan Performance for July 1, 2024 through June 30,2025 Proposed Work Plan for July 1, 2025 through June 30,2026 Report of Attendance for July 1, 2024 through June 30,2025 Prepared by Chris Miller, Chief Operating Officer
Respectfully submitted,
^I(^
George Falardeau
Executive Director CEO, Pasadena Community Access Corporation 2 Cinf OF PASADENA, PASADENA COMMUNITY ACCESS CORPORATION WORK PLAN: 7/1/24 - 6/30/25
ORGANIZATION: Pasadena Community Access Corporation (PCAC) is a component unit, nonprofit public benefit corporation recognized under Nonprofit Benefit Corporation Law for charitable purposes.
The PCAC board shall advise and make recommendations to the City Council.
MISSION: The Pasadena Community Access Corporation is dedicated to the community access function of the Pasadena Telecommunications system and shall be operated exclusively for charitable, scientific, literary and educational purposes. In fulfilling these purposes, the corporation shall strive to achieve communication, facilitation, and development of media skills toward the ends of self-expression and community cohesion and improvement.
FUNCTION: (as defined by City Ordinance/Charter)
1. Promote, coordinate, facilitate, produce and assist public service community programming on behalf of all residents of the city, for all public and community access channels of Pasadena's cable telecommunications system;
2. Inform Pasadena residents of the potential services and benefits of the cable telecommunications system;
3. Provide a mechanism through which Pasadena institutions and organizations can effectively share educational, health care, governmental and cultural information with the community;
4. Provide training and technical assistance that will make public access programming and expression more accessible to residents of Pasadena;
5. Serve as a resource center for information, materials and equipment relating the use of video equipment and facilities;
6. Coordinate and promote educational uses of the cable telecommunications system;
7. Serve as receiving, holding and disbursing entity for moneys intended to promote noncommercial uses of the cable telecommunications system;
8. In conjunction with the cable telecommunications system operating company, devise, establish and administer rules, regulations and procedures pertaining to use and scheduling of the cable telecommunications system access channels;
9. Coordinate and schedule transmission of programming on the cable telecommunications system access channels;
10. Maintain records, including videotapes and other documentation, concerning cable telecommunications programming, and make such videotapes and programming material available to interested persons or groups for scientific, charitable, literary or educational purposes;
11. Engage in research to assess community response to programming on cable telecommunications system access channels and ascertain needs for additional or different programming, publish the results of such research, and implement or aid in implementation of such additional or different programming;
12. Provide such other cable telecommunications access services as shall be determined by the board;
13. Adopt and/or certify environmental reviews performed in compliance with the California Environmental Quality Act.
3 OBJECTIVE I: Expand video production opportunities in and for the local community.
Status: Ongoing
PCAC remains committed to delivering accessible, high-quality video production training and services to Pasadena residents. Community members gain practical, hands-on experience with field equipment and live studio production. These training programs continue to thrive, generating a steady stream of content that highlights current issues impacting Pasadenans.
Community Outreach
Through a range of programs, PCAC delivers informative, entertaining, and engaging content that keeps the community connected and civically engaged. By offering access to production equipment and hands-on training, we empower individuals to develop valuable personal and professional skills. In addition, we provide vital support and event coverage for local civic and nonprofit organizations, helping them increase visibility and strengthen community engagement.
Among the diverse non-profits and community organizations that have collaborated with PCAC during the 2024-2025 fiscal year are:
All Saints Church
Alliance for Community Media
Altadena Town Council
Armory Center for the Arts
Assemblymember John Harabedian
Black History Celebration Committee
Boys and Girls Club of Pasadena
CalTech
Coffee With A Cause
Collaborate PASadena
Congressmembers Chu & Schiff
Day One
Door of Hope
Exploring the Arts
Flintridge Center
Friends In Deed
Gamble House Conservancy
HEAR Center
ISAAC
Jericho Road Pasadena
Jewish Federation of the GSG&PV
LA County Supervisor Kathryn Barger
Leadership Pasadena
League of Women Voters Pasadena
Light Bringer Project
Lineage Performing Arts Center
Living Beauty Cancer Foundation
Making Housing & Community Happen
Monte Vista Grove Homes
Mount Wilson Observatory
MUSE/IQUE
NAACP Pasadena
Norton Simon Museum
One Arroyo Foundation
Pasadena Audubon Society
Pasadena Chamber of Commerce
Pasadena Complete Streets Coalition
Pasadena Convention Center
Pasadena Educational Foundation
Pasadena Education Network
Pasadena Elks Lodge
Pasadena Humane Society
Pasadena Latino Heritage P&F Cmte.
Pasadena Museum of History
Pasadena Rotary Club
Pasadena Senior Center
Pasadena Society of Artists
Pasadena Symphony & POPS
Pasadena Veterans Day Committee
Providence Christian College
Rose Bowl
San Gabriel Valley LGBTQ Center
SER Jobs For Progress
State Senator Sasha Renee Perez
Tournament of Roses
Union Station Homeless Services
Vietnam Veterans of America Ch. 446
Western Justice Center
4 Video Production Training
PCAC continues to be the bridge between creativity, education, and community storytelling. This past year, we expanded our reach, deepened partnerships, and continued to empower producers, interns, and volunteers to share Pasadena's diverse stories through accessible and high-quality media training. Training remains at the heart of what we do—offering hands-on instruction in field and studio production, editing, and storytelling while helping members understand community access guidelines and the collaborative spirit that defines us.
Expanding Learning QpDortunities
This year's Summer Internship Program welcomed 16 students ages 16-24 from PUSD, Occidental College, PCC, and other schools and programs into our production learning track.
These young creatives gained real-world experience in camera operation, editing, and storytelling—many of them contributing to active community projects and live productions. Their enthusiasm and skill development exemplify PCAC's ongoing commitment to nurturing the next generation of media professionals.
PCAC also hosted Providence Christian College's Advanced Production class for a semester of hands-on production learning and content creation. Students worked directly in our studios, gaining experience in directing, camera operation, lighting, editing, and live production, all under the mentorship of our team. This partnership strengthened our role as a community education hub and provided students with practical skills that prepare them for professional success.
We also continued to refine our training model, offering courses in a variety of formats—from Producer Bootcamps and Studio Operations Essentials to Production Workshops and Editing Comprehensive courses—so that learners can choose the pace and depth that best suits their goals. Notably, the Editing Comprehensive courses provide asynchronous video learning for greater flexibility and accessibility.
Community Members Trained2023-202412024-2025
Orientation51122
Producer Bootcamp2469
Podcast Studio Workshop24
Social Media Essentials10
70 49
Previsualization Workshop
DaVinci Resolve Video Editing Comprehensive5
Premiere Pro Video Editing Comprehensive
Audio Essentials24
Teleprompter, Floor Manager, On-Camera Essentials22
Technical Directing Essentials21
28 18
14 34
21 23
Camera Essentials940
Storytelling & Writing Workshop352
5 Producer Support and Collaboration
This year, PCAC released a revised Producer Handbook, a comprehensive guide outlining rules, regulations, and best practices for members. To introduce the handbook, we hosted our first annual Producer Retreat, gathering more than 40 producer members for a day of learning, collaboration, and connection. The retreat provided an open forum for discussion and feedback, setting the stage for a stronger, more informed producer community.
Programming: Arroyo
PCAC is focused on enhancing the quality of its programming and expanding the amount of locally produced content featured on Arroyo, Pasadena's public access channel. Dedicated to fostering community-driven media, we aim to deliver programming that is engaging, informative, and thought-provoking—while upholding residents' right to free expression. In addition to inviting community members to share their stories, our staff also produces a range of public interest content, including local news coverage, profiles of non-profits and community organizations, and voter education programming. After the devastating Eaton Fire, Arroyo also provided a platform for important information from elected officials, government agencies, and organizations serving those who were impacted.
Productions That Inspire
Among the community interest programs that PCAC staff produced are these standouts:
• Rise From The Ashes: Parts 1 &2,a moving documentary series chronicling recovery and resilience following the Eaton Fire.
• Pasadena Monthly, which continues to spotlight the latest stories, issues, and achievements across our city.
• Access For All, a program dedicated to enhancing accessibility for people with disabilities and fostering understanding across communities. The success of Access For All led to an extraordinary opportunity: our team produced and livestreamed the State of Black Health event at USA Today, in partnership with BlackDoctor.org. The event included a special panel hosted by the show's very own host, Andrea Jennings, highlighting how PCAC's local programming can inspire national collaboration and impact.
Programming Hours2023-20242024-2025
Total Hours Cablecast87848760
In House First Run5865
In House Replay10911410
Local First Run339333
Local Replay36543356
Bicycled First Run652661
Bicycled Replay23682301
Community Bulletin Board622634
6 PCAC Community Interest Series
Access For All: Integrating Accessibility
(8)
Altadena Town Council (LIVE) (12)
ArroyoNOW(4)
Disaster Recovery Town hlalls (2)
League of Women Voters Pasadena
Area (3)
Non-Profit Spotlight (6)
PCAC Community Interest Programs
Pasadena Police Dept. Trunk or Treat
Local Programs
"Paradise Springs" Book Talk by Justin
Chapman
3 Tr/jbes Men
About Transplant Life with Miss Vinnie
All Saints Church
Altadena Community Meeting: Rental
Units & Surviving Structures
Altadena Community Town Halls
Altadena Recovers Community
Meetings
Altadena Recovery Press Conference
American Stories with Saida Pagan
Artist's Life
Assemblymember Holden events
Being Groovy With Stevie D.
Casey's Cause
Celebrity Stories
Divorce Talk Show
Donny D's Sou/ Sessions
Eaton Fire Community Meetings (LIVE)
Entertaining LA
Graceful Poise, Gentle Power
Horror Host Theatre
It's All About ME TV
LA County Recovers Press Conference
LA County Recovers Storm
Preparedness Press Conference
LA County Wildfire Right of Entry Forms
Press Conference
Measure G Governance Reform Task
Force Community Meeting
On The Move Podcast (1 0)
Pan And Zoom with Satie Gossett (5)
Pasadena Monthly (12)
Portraits of the Community (1)
Preserving Pasadena (1)
The Crown City Podcast (8)
What's Up Pasadena! (2)
Non-Profit Organization PSAs
Miniature Car Racing
Modem Arroyo
Nuclear Popcorn
Our Society
Pasadena Pioneers
Pasadena Presbyterian Church (LIVE)
Platinum Star Power Hour
PopFuzion
Post-Conventional Psychology
Power of One
PUSD Board Candidates Forum
Reflections of Pasadena
Rep. Chu events
Senator Perez events
Skeelove House of Hip Hop
Sounds Within
Speak About It With Dani
Suga Talks
The Bologna Sandwich Show
The Nikki Rich Show
The Nowman Show
The Roux Krewe
The SellingWithLori Show
Tongues Of Fire
Two Steps Ahead
Well Read with Justin Chapman
Women Speak, Conversations in Color
Yo India TV
Your New Odyssey
7 Bicycled Programs
>A Novel Idea: Meet the Author
AfricaNews English (LIVE)
Al Jazeera English (LIVE)
Aspen Institute
Both Sides Of The Bars
CalMatters
Democracy Now!
DA// Election Coverage (LIVE)
DW News (LIVE)
Eckankar
Economic Update
Ethical Programs
Farrakhan Speaks
France 24 English (LIVE)
Gay USA
Holy Family Advent Christmas Concert
Holy Family Catholic Mass
Holy Family Children's Christmas
Concert
Jobs for America's Graduates
LA County Unclaimed Dead Ceremony
M County: Close-Up
Lake Tahoe Summit
Money Matters TV
Paltrocast With Darren Paltrowitz
Per/Vs For Pedestrians
Planet Planet Podcast
Public Domain Movies of 1929
Sidewalks Entertainment
Sing Along Fun with Miss Miriam
Strata
TED Talks
The Artist Comer
The Connie Bryan Show
The Happy/Complaint/Prayer Show!
With Dr. Happy!
The Sky This Month
The True School is Life
When She No Longer Cooks
New Partnerships and Local Storvtellina
We proudly forged a new partnership with the Altadena Historical Society and the Pasadena Museum of History to document and share the stories of those affected by the Eaton Fire. This collaboration not only preserves important local history, but also is an example of the opportunity available to learn documentary production in a deeply meaningful context.
Arrovo Community Bulletin Board
The Arroyo Community Bulletin Board is a valuable outreach service offered by PCAC to support local non-profits and community organizations. Through this platform, we cablecast video public service announcements (PSAs) and static image slides that promote community events, highlight local charities, and share important information with the Pasadena public. Most of these materials are produced by PCAC staff at no cost to the receiving organization, as part of our ongoing commitment to community service. During the 2024-2025 fiscal year, we cablecast over 600 hours of community announcements provided by local non-profits and other organizations. The following is a partial list of organizations that participated this year:
A Noise Within Theatre ArtCenter
AARP ArtNight Pasadena
AbilityFirst Aveson Charter School
Alkebu-lan Cultural Center Boston Court Pasadena
All Saints Church Bungalow Heaven Neighborhood Assn.
Altadena Chamber of Commerce CA Office of Emergency Services American Red Cross CalTech Presents
Arroyos & Foothills Conservancy Carnegie Observatories
8 ChapCare
Citrus Pest & Disease Prevention Pgm.
Clergy Community Coalition
College Access Plan
College Football Playoff Foundation LA
Community Women Vital Voices
D'Veal Family and Youth Services
Delete The Divide
Descanso Gardens
Distinguished Young Women of LA Co.
Eaton Fire Collaborative
Elizabeth House
Energy Upgrade California
FEMA
Fire Family Foundation
First AME Church
First Church of the Nazarene
First United Methodist Church
First Tee of Greater Pasadena
Five Acres
Foothill Unity Center
Foothill Workforce Development Board
Friends of Castle Green
Grandview Foundation
Housing Rights Center
Having Home
Human-1-T
Huntington Library
Huntington Medical Research Institutes
In Other People's Shoes
Jet Propulsion Laboratory
Kidspace Children's Museum
Kiwanis Club of Pasadena
Lake Avenue Church
Lead Free Homes Los Angeles
League of Women Voters Pasadena
LIFT Church
Linda Vista-Annandale Association
LA County Office of Emergency Mgmt.
LA Youth Orchestra
Madison Heights Neighborhood Assn.
Martin Severance Chapter of the DAR
NAACP Pasadena Branch
Nat'l Congress of Black Women SGV
Nat'l Highway Traffic Safety Admin.
Neighbors Empowering Youth
New Revelation Baptist Church
Odyssey Charter Schools
Parsons Nose Theater
Partnership for Success
Pasadena-Altadena Links
Pasadena 100
Pasadena African American Film Fdn.
Pasadena Armenian Festival
Pasadena Armenian Police Advisory Cd.
Pasadena Chamber of Commerce
Pasadena Community Coalition
Pasadena Community Foundation
Pasadena Community Job Center
Pasadena Family Center
Pasadena Folk Music Society
Pasadena Heritage
Pasadena Humane Society
Pasadena Partnership
Pasadena Playhouse
Pasadena Senior Center
Pasadena Showcase House for the Arts
Pasadena Symphony & POPS
Pasadena Village
PCC Sm. Business Development Center
Peace Over Violence
Planned Parenthood Pasadena & SGV
Professional Child Development Assn.
Project Passion Inc.
Remainders Creative Reuse
Rose Bowl Institute
Salvation Army Pasadena Tabernacle
SAPPA / Fulcrum Arts
She Can STEM
Shepherd's Door
Shumei Arts Council
Side Street Projects
Spark of Love Toy Drive
STEAM:CODERS
Throop Church
Tournament of Roses
Villa Esperanza Services
West Pasadena Residents' Association
Young and Healthy
YWCA Glendale & Pasadena
9 Programming: KPAS
PCAC continued to increase the quality of governmental access content on KPAS this year, and again won national and regional awards. This year, we expanded our City meeting coverage by adding Pasadena Rental Housing Board meetings to the list of bodies covered live, which now includes the City Council, alt City Council committees, and four commissions.
Programming Hours2023-20242024-2025
Total hlours Cablecast87848760
In House First Run377406
In House Replay54654907
Live328380
Bicycled First Run3026
Bicycled Replay481404
City Bulletin Board24312637
Series Programs
City Council Meetings (39 including 1 joint PUSD and 2 joint meetings with Supervisor Barger) Council Committee Meetings (1 City Council Compensation, 9 Economic Development & Technology, 18 Finance, 7 Legislative Policy, 15 Municipal Services, 8 Public Safety) Commission Meetings (10 Community Police Oversight, 14 Design, 12 Planning, 20 Pasadena Rental Housing Board)
Councilmember Town Halls (9) Disaster Recovery Town Halls (5) Burbank-Glendale-Pasadena Airport Pasadena In Focus (3) Authority Meetings (17)
Live Programs
Pasadena City Council Meetings
Council Committee Meetings
Commission Meetings
Disaster Recovery Town Halls
Special Programs
2025 Rose Court Announcement
2025 Rose Queen Announcement and
Coronation
A Look at the Black History Festival
Amplify Documentary
Arroyo Seco Trail Ribbon Cutting
ArtNight Spring 2025
Avoid Homeowner Scams
Black History Festival 2025: Band and
Cheer Performances
Learn to be Prepared for Mud and
Debris Flow Risks
State Of The City
Veterans Day Ceremony
Brookside Park Stormwater Capture
Project
Business And Economic Summit
Centennial Boxing Show
Centennial Square Boxing Match Press
Conference
City Of Pasadena Pride Flag Raising
Danny's Trails: A Book Discussion with
Author Susana Porras
Dine Out Streetfest Press Conference
10 Eaton Canyon Fire Update Press
Conference
Eaton Fire Collaborative Press
Conference
Egg Bowl
Fall Festival
FIFA Club World Cup Press Conference
FIFA World Cup 2025 Promo
Happy Birthday Pasadena
Healing With Nature: The Mental Health
Benefits of the Arroyo Seco
HERstory 2025: Mastering Money -
Financial Resilience for Women
Latino Heritage Parade
Love Loud And Proud
Mayor's Annual Holiday Tree Lighting
Mayor's Prayer Breakfast
Memorial Day Commemoration
Merry Wishmas At The Jackie Robinson
Community Center
National Night Out
Older Americans Month Celebration
One Arroyo Trail Critical Linkages
Project Groundbreaking
One City, One Story
One City, One Story Reveal
PAPAC Toy Drive
Pasadena Celebrates Parks And
Recreation Month
Pasadena Chalk Festival
Pasadena Police Dept. Trunk or Treat
Pasadena Public Library Celebrates 140
Years of Service
PCF Receives Grant to Aid Wildfire
Recovery from East West Bank
Pink Patch Project
Police and Fire Memorial
Police Chief Recognizes Heroic
Rescues During Eaton Canyon Fire
PSA: Coyote Education
PSA: May is Water Awareness Month
PSA: Older Americans Month
PSA: Our History, Our Places Event
PSA: PPD Holiday Scams
PSA: PWP Automatic Over The Phone
Payment
PSA: PWP Callback Request
PSA: PWP Emergency Contact and
Medical Assistance
PSA: PWP Scholarship
PSA: PWP Utility Payment Dropbox
PSA: PWP Water Town Hall on May 7th
PSA: Rent Stabilization Eviction Form
April 10th Deadline
PSA: Summer Heat Tips
PSA: Water is Life Art Contest
Public Safety on the Fourth of July
PWP Art Contest
PWP/CalTech Resnick MOU
RBAC Edna Griffin Pool Dedication
Robinson Park EV Charging Depot
Ribbon Cutting
Rose Parade
Rose Parade & Game Safety Press
Conference
Sierra Madre Median Enhancements &
Master Plan Community Outreach
Tech Industry Unites to Provide Laptops
and Internet for Wildfire Survivors
Victory Park EV Charger Ribbon Cutting
Vina Vieja Park Pickleball Courts Grand
Opening
Water Safety Press Conference
West Pasadena Residents' Association
Annual Meeting
KPAS Bulletin Board
Over the 2024-2025 fiscal year KPAS aired over 2600 hours of municipal public service announcements to the Pasadena community utilizing the KPAS Bulletin Board. Nearly every City department participated. PCAC also created a number of video PSAs throughout the year on topics including assistance programs, community events, municipal services, public health and public safety.
11 Programming: PCC-TV
PCC-TV is the official channel of Pasadena City College. Operated by the PCC Public Relations office and the PCC Office of Instruction in cooperation with PCAC staff, the channel provides an assortment of information pertinent to both the college and the greater Pasadena community.
Instructional videos, special events, on-campus programs and staff lectures are a few examples of the type of programming that are featured on the station.
Series Programs
PACCD Board of Trustees Meetings (10)
Board Accreditation & Board Policy
Review Committee (3)
Board Budget & Audit Cmte (2)
Other Programs
Future of Work Conference (3)
PCC Pi Day 2025 (8)
PCC Commencement Ceremony
PCC Black Graduation
PCC Citizens' Bond Oversight
Committee (5)
Board Facilities Committee (9)
Board Legislative Advocacy Cmte (1)
PCC CEC Graduation
PCC Latine Graduation
PCC RN Pinning Ceremony
B. Osher Philanthropist of the Year
PCC-TV Bulletin Board
Between programs, PCC-TV airs PSAs regarding college events, special programs, and other information useful for viewers on and off campus.
Programming: KLRN
KLRN is the official channel of the Pasadena Unified School District (PUSD). It is managed and operated by PUSD Telecommunications staff, comprising three full-time employees and one part-time employee (3.5 FTE). Programming is produced by both staff and students and is available 24 hours a day across various cable, streaming and social media platforms.
KLRN continues to provide audiovisual support for schools and facilities across the district.
KLRN staff also creates content and provides technical support for websites districtwide and manages the district's mass notification messaging system and app (ParentLink) as well as Central Office digital signage, which provides information for visitors and onsite personnel.
KLRN provides customized support and training for these systems to all district employees.
As a member of the District's Emergency Operations Team, KLRN's Director continues to serve as a backup Public Information Officer (PIO) for PUSD. KLRN staff actively participate on several advisory boards, including the Arts, Entertainment, and Media Advisory Board, the Technology Advisory Board, Superintendent's Budget Advisory Committee, and the PCAC Board of Directors. This year, KLRN generated over $2.5 million in unrestricted funds and continued to expand 5G wireless services and technology for the District through its partnership with T-Mobile.
12 KLRN's close collaboration with PUSD's Communications and Marketing team remains central to its mission. Together, they support the Communications Department by assisting the PIO and producing regular messages, PSAs, website updates, graphics, emergency notifications, social media updates, and other multimedia content in addition to regular coverage of School Board meetings and Board events. Below are some of KLRN's activities.
Board of Education Meetings
KLRN staff provided live coverage and web streaming of 22 PUSD Board of Education meetings (simulcast in English and Spanish on a secondary livestream).
Event Coverage
KLRN provided coverage, photography, and/or audio support of many District and school activities, including the following that were all streamed live:
Summer Internship Celebration
All Staff Welcome Back Event
PUSD Launch into Wellness
State of the Schools Annual Event
Superintendent's Town Hall Meetings
Varsity Football Home Games, John
Muir Early College Magnet
Varsity Football Home Games,
Pasadena High School
Turkey Tussle at the Rose Bowl
High School Marching Band Showcase
PUSD Candidates Forum
Winter Graduation 2024
John Muir Winterfest
Afternoon of Hope with Dr. Jane Goodall
Various Eaton Fire Media Briefings
Women's History Month Celebration -
Essay Reading & Art Exhibit
6th Annual Black Living History Museum
School Plays and Musicals
Secondary and Elementary Music and
Choir Festivals
Thurgood Marshall Secondary School
Centennial Celebration
ACSA Middle Schools Collaborative
Celebrating Women's History
Eliot Arts Magnet School 2025
Promotion
All PUSD High School Graduations from
the Pasadena Civic Auditorium
Promos. PSAs & Interstitials
KLRN produced a wide range of videos to promote, inform, and educate the Pasadena Unified School District (PUSD) community. Topics included district initiatives, academic programs, school performances, and community events, helping ensure that families remain engaged and informed about the many opportunities within PUSD. This year, following the devastating Eaton Fire, much of KLRN's work focused on capturing the resilience and unity of our community.
From celebrating student success and faculty excellence to delivering important district updates, KLRN's promotional and PSA content continues to strengthen the connection between PUSD and its stakeholders. In total, the team produced more than 50 short features highlighting teachers, staff, volunteers, events, awards, bond-funded improvements, visits from state dignitaries, and community collaborations in response to the Eaton Fire. 13 Photoaraphv
KLRN offers professional photography services throughout the Pasadena Unified School District, capturing high-quality images that showcase school events, student achievements, and district initiatives. The team specializes in portrait and event photography, ensuring that moments are preserved in a visually engaging manner. These services not only enhance the district's promotional materials and social media presence but also foster community engagement by highlighting the vibrant activities and accomplishments within the schools.
KLRN's commitment to excellence in photography supports the district's mission of celebrating educational experiences and achievements. In 2024-25 KLRN photographed more than 88 school events, an increase of more than 54% over the previous year.
KLRN Pasadena on YouTube
KLRN staff have begun tracking analytics on their YouTube Channel which can be found at YouTube.com/KLRNPasadena. Below is the data from July 1, 2024 through June 30, 2025.
KLRN continues to grow its audience by offering more engaging and interactive content.
Views: 95,803 | Watchtime (hours): 13,398 | New Subscribers: 598 | Impressions: 2,160,800 OBJECTIVE II: Utilize new technologies to facilitate community media education and assist in dissemination of video content produced in association with PCAC.
Status: Ongoing
A key part of PCAC's commitment to leverage technology in support of community media is its strong online presence. All four community cable access channels are available for live streaming at pasadenamedia.org, allowing anyone with internet access to watch local programming in real time. Additionally, we have expanded our use of live video through social media platforms like YouTube to further broaden community reach and engagement.
PCAC's current playout system provides a range of powerful features that enhance access and flexibility. In addition to traditional cable delivery, all four community access channels are now available through apps on three major Over-The-Top (OTT) platforms—Roku, Amazon Fire TV, and Apple TV—bringing hyper-local, high-definition content directly to viewers at no cost. The system's native streaming capabilities have enabled PCAC to keep the community connected by broadcasting live virtual events, meetings, religious services, and other online content. This functionality proved especially critical during the COVID-19 pandemic, when we developed remote production workflows and significantly expanded its public benefit programming. The platform also supports automated retrieval and scheduling of daily news and other timely content. As a result, the channels now feature significantly more live programming than they did before the pandemic.
In addition to in-person training, PCAC continues to offer several online courses that utilize accessible, low-cost, or free software and emerging technologies. Many members now create content independently using virtual tools as well as our exceptional studio facilities, portable A/V equipment, and editing bays.
14 PEG funding was authorized this year to purchase new robotic cameras for multicamera remote productions and a complete audiovisual overhaul of the PUSD boardroom. This new equipment will enable our staff and partners to produce more content and do it more efficiently.
Website Traffic
Total users over timeMonth
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Staff-Produced KPAS and Public Interest Programming Traffic Live + On Demand Views2023-20241 2024-2025
YouTube90,05190,292
CityOfPasadena.net26,66923,669
Traffic to PasadenaMedia.org—which features live streams of KPAS, Arroyo, KLRN, and PCCtv—increased by over 20% compared to last year. The expanded meeting coverage remains the most-watched material on CityOfPasadena.net, though views of City programming on the site declined by 11% overall. PCAC continues to focus on strengthening and expanding its distribution platforms to make local programming even more accessible to the Pasadena community.
PCAC staff continually evaluate the organization's and community's evolving technology needs.
We adopt new tools and systems that enhance learning opportunities and improve access whenever it's practical and beneficial.
15 OBJECTIVE III: Continue to explore and develop alternative funding sources.
Status: Ongoing
PCAC remains committed to delivering high-quality service while being mindful of financial realities. To ensure long-term sustainability, we continue to explore new funding opportunities such as fee-based production services and program sponsorships. This year, community donations, underwriting, and grants brought in about $3,000, and production services generated more than $47,000 in revenue. Together, the PCAC Board and staff are focused on building a sustainable funding model that not only maintains our current level of service but also expands opportunities for training and community production in the years ahead.
OBJECTIVE IV: Promote PCAC identity via community engagement, video and internet technology.
Status: Ongoing
PCAC's ongoing engagement on social media continues to strengthen our ties with the Pasadena community and raise awareness of the stories that matter most to our residents.
Through regular Pasadena Media News updates, our online channels stay vibrant and provide one of the few ways to view video content consisting of timely, relevant information about events that impact our city. Our frequent coverage of live community meetings, church services, and local events help ensure that everyone has access to what's happening in Pasadena—no matter where they are. The weekly PCAC e-newsletter further connects us with the community by sharing highlights, upcoming opportunities, and ways to get involved. We have deepened our presence at community events and utilized PEG funds to wrap our two production vans with Pasadena Media branding to increase our visibility around the community. In addition, new and growing partnerships with civic organizations help us further our mission to inform, inspire, and bring the Pasadena community together.
16 CIPT OF PASADENA, PASADENA COMMUNIPT ACCESS CORPORATION WORK PLAN: 7/1/25 - 6/30/26
ORGANIZATION: Pasadena Community Access Corporation (PCAC) is a component unit, nonprofit public benefit corporation recognized under Nonprofit Benefit Corporation Law for charitable purposes.
The PCAC board shall advise and make recommendations to the City Council.
MISSION: The Pasadena Community Access Corporation is dedicated to the community access function of the Pasadena Telecommunications system and shall be operated exclusively for charitable, scientific, literary and educational purposes. In fulfilling these purposes, the corporation shall strive to achieve communication, facilitation, and development of media skills toward the ends of self-expression and community cohesion and improvement.
FUNCTION: (as defined by City Ordinance/Charter)
1. Promote, coordinate, facilitate, produce and assist public service community programming on behalf of all residents of the city, for all public and community access channels of Pasadena's cable telecommunications system;
2. Inform Pasadena residents of the potential services and benefits of the cable telecommunications system;
3. Provide a mechanism through which Pasadena institutions and organizations can effectively share educational, health care, governmental and cultural information with the community;
4. Provide training and technical assistance that will make public access programming and expression more accessible to residents of Pasadena;
5. Serve as a resource center for information, materials and equipment relating the use of video equipment and facilities;
6. Coordinate and promote educational uses of the cable telecommunications system;
7. Serve as receiving, holding and disbursing entity for moneys intended to promote noncommercial uses of the cable telecommunications system;
8. In conjunction with the cable telecommunications system operating company, devise, establish and administer rules, regulations and procedures pertaining to use and scheduling of the cable telecommunications system access channels;
9. Coordinate and schedule transmission of programming on the cable telecommunications system access channels;
10. Maintain records, including videotapes and other documentation, concerning cable telecommunications programming, and make such videotapes and programming material available to interested persons or groups for scientific, charitable, literary or educational purposes;
11. Engage in research to assess community response to programming on cable telecommunications system access channels and ascertain needs for additional or different programming, publish the results of such research, and implement or aid in implementation of such additional or different programming;
12. Provide such other cable telecommunications access services as shall be determined by the board;
13. Adopt and/or certify environmental reviews performed in compliance with the California Environmental Quality Act.
17 OBJECTIVES FOR FISCAL YEAR 2025 - 2026:
Continue to improve customer service and community recognition; Continue to increase channel quality and program content; Provide additional hands on professional training and mentorship for local producers with a focus on youth, minorities, veterans, the disabled and the underserved; Continue to increase positive awareness of PCAC as a community resource; Provide live, local coverage of events and increase usage of video on demand and social media outlets for programming;
Continue to expand City department programming on KPAS; Find a fundraising niche in a City with hundreds of non-profit organizations; • Expand career opportunities to Pasadena youth with additional certificate programs; • Continue to increase collaboration with organizations and community groups; Increase partnerships and sponsorship opportunities with local businesses; Increase efforts to "Go Green" for sustainability;
Continue to increase coverage and airing of locally produced programming; Evaluate production equipment needs; and
Improve readiness to distribute emergency public information during citywide emergencies or disasters.
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4. LOCAL HIRING AND LOCAL PROCUREMENT RECOMMENDED UPDATES*
Local Hiring and Local Procurement
Recommended Updates
Economic Development & Technology Committee
November 18, 2025
Background
2 Adopted in 2004, the program supports local construction hiring and development through financial incentives.
• Mandatory: City-funded projects must hire 15% of their labor from Pasadena.
• Voluntary: Projects over $50,000 are eligible for a
construction tax rebate of 50% of the salary and benefits paid to each Pasadena resident, up to 75% of the total construction tax paid. For example, a project valued at $15 million would pay a construction tax of $288,000 (construction tax is 1.92% of valuation) and could receive a rebate of up to $216,000. To meet their max rebate, they must pay $432,000 in wages to Pasadena residents.
First Source Hiring Program
Municipal Code Chapter 14.80
3 Municipal Code Restrictions
The current code, 14.80.030, restricts qualified local hires to individuals who live within Pasadena’s city limits.
14.80.030: "Resident" means any person whose primary
residence is in the City of Pasadena and who has
maintained such residency for at least one year prior to commencement of work on the construction project.
Active First Source Hiring Project
4 # Developer Description Address Type/Progress
1 USC Keck Medical Office
Building
Approx. 103,000 sq ft of medical office
space
590 S Fair Oaks • Voluntary
• 17 Pasadena employees
• $1.1M in wages
2 Huntington Health
Medical Office Building
Approx. 100,285 square feet, four-
story medical office building
786 S Fair Oaks • Voluntary
• 18 Pasadena employees
• $424,314 in wage
3 Heritage Housing
Partners
58-unit homeownership condominium
complex with low-income and
moderate-income households
1880 Walnut • Mandatory - 15% goal
4 Heritage Housing
Partners
10 units of housing for transitional age
youth
2318 E Foothill • Mandatory - 15% goal
5 Hope, Inc. Affordable housing for persons with
intellectual and/or developmental
disabilities.
940 N Summit &
760 Worcester
• Mandatory - 15% goal
• Construction hasn’t started
6 Door of Hope Single-family residential property for
homeless persons and families
724 N. Marengo • Mandatory - 15% goal
7 Adobe Communities/
Centennial Place
144-unit single room occupancy
complex for permanent supportive
housing
235 E. Holly • Mandatory - 15% goal
• 28 Pasadena employees
• 13.23% of wages
Local Hire
5 • Job Coordinators: Developers utilize job coordinators to help manage payroll and recruit local labor.
• Foothill Workforce Development Board: FWDB is designated as the official intake, referral, and data documentation center for all construction-related employment.
• City’s online Job Seeker Form: Job seekers can fill out a local hire form if they are interested in being contacted by current active projects.
• Rehiring: Contractors, particularly those working on affordable housing projects, often rehire local workers they have
successfully worked with in the past.
How are local workers identified?
Updates
6 Potential changes to the code:
1. Foothill Workforce Development Board services
areas: Pasadena, South Pasadena, Arcadia, Duarte,
and Sierra Madre.
2. Hollywood Burbank Airport Elevate BUR project
cities: Burbank, Glendale and Pasadena.
3. City of Pasadena plus a 5-mile radius.
4. Pasadena Unified School District.
Expand the definition of “local” to encompass populations outside Pasadena:
New Boundary Option
7 Pasadena, plus 5 miles radius
New Boundary Option
8 Pasadena Unified School District (PUSD)
Includes Pasadena, Altadena and Sierra Madre, as well as some Los Angeles County.
• 90042
• 91001
• 91007
• 91011
• 91024
• 91101
• 91103
• 91104
• 91105
• 91106
• 91107
• 91108
• 91206
• 91702
• 91775
Employment Development
Department Data
9 Area # of Construction
Workers
# of Construction Job
Opening
Pasadena 3,854 1,807
Glendale, Burbank 5,045 6,423
Foothill Area (Arcadia, Duarte,
Sierra Madre, South Pasadena,
Monrovia)
3,240 2,233
Pasadena Unified School
District
9,172 4,222
Total 21,311 14,685
Source: U.S Census Bureau, American Community Survey, ACS 1-Year Estimates (YR 2024) Recommendation: Data shows there are enough local
workforce to meet the local hire goals; therefore, there is no need to expand the definition of local.
Next Steps
10 • Marketing and outreach: Increase the marketing and promotion of the program.
• Maintain accountability: Ensure developers continue to track payroll.
• EconDev dashboard: Include in the newly launched
dashboard, data on local hire related to the First Source Hiring Program.
Improve program effectiveness
Next Steps
11 • Increase coordination between partners: Improve the collaboration between EconDev and Foothill Workforce
Development Board to better support job seekers.
• Increase voluntary participation: Increase number of
developers, and local workers hired.
• City employed construction coordinator: Explore
creating a role with construction experience to assist
businesses in meeting local hire goals. The role can
support multiple departments.
Local Procurement
Local Procurement
Recommended Updates
Municipal Code Chapter 4.08
Enhancement of Local Procurement Strategies
• Competitive Selection >$75,000.
• Informal Selection <$75,000.
13 Competitive Selection Preferences
(PMC § 4.08.048)
• Local definition: 4.08.020 - O "Local business" means a business with a fixed place of business located in the
city.
• Pasadena business: 5% preference.
• Small or micro business: 5% preference.
• Max preference: 10% cap.
• City Manager may modify/suspend when funding rules
conflict.
Current Preferences
14 Competitive Selection Preferences
(PMC § 4.08.048)
• Pasadena-based business: 10% preference; OR
Verified Pasadena headquarters/primary location
• Pasadena-based business: 5% preference; AND
Verified Pasadena Satellite office
• Small or micro business: 5% preference (CA Gov Code
§14837).
• All Preferences Cap: 10%.
• Preference applies to evaluation scores, not price alone • City Manager may modify/suspend when funding rules
conflict.
Enhanced Preferences
15 Competitive Selection Preferences
(PMC § 4.08.048)
Firm Name Location Base Score
GreenGrid Consulting
LLC Riverside, CA 89
Pasadena Energy
Solutions Pasadena, CA 83
Crown Resource
Management
Pasadena, CA 82
EcoSmart Advisory
Partners
San Diego, CA 81
Delta Facilities
Consultants
Los Angeles, CA 86
Lighthouse Sustainability Los Angeles, CA 79
Pasadena
Status
Small/Micro
Status
Preference Applied Adjusted Score
No No None 89
Yes No +10% (Local) 93
Yes No +10% (Local Cap) 92
No Yes +5% (Small) 86
No No None 86
No Yes +5% (Small) 84
Effect of 10% Preference Policy
Samples Competitive Selection
16 Informal Selection Price-Match Policy
(PMC § 4.08.030 & § 4.08.050)
• Departments must solicit at least three written
quotes.
• Recommend e-procurement system to advertise,
and solicit quotes.
Provides transparency and open competition.
Applied to Informal Selections Under $75,000
17 Informal Selection
(PMC § 4.08.030 & § 4.08.050)
• Develop Procedures under 4.08.030 to Identify
Specific Procurements to Pasadena
Businesses.
Staff to identify Pasadena Vendors that
match recurring procurements; and
Where there is adequate competition within
Pasadena, Solicit Three Quotes from
Pasadena Vendors Only.
Applied to Informal Selections Under $75,000
18 Administration & Trial Period
• Work with City Manager to ensure all Departments use
the City’s eProcurement System.
• Procedures incorporated into City’s Purchasing
Handbook.
• Report metrics annually and preferences.
• Trial period: 3 years or 800 solicitations/contracts, whichever occurs first.
• Evaluation Report to Council after trial is concluded. 19 Next Steps
If directed by the City Council
• Update areas of PMC 4.08 to adjust Competitive
Selection Local Preference to 10%.
20 End of Presentation
21 Thank you!
INFORMATION ONLY
5. ADAPTIVE REUSE*
City Manager’s Office – Economic Development Division
Adaptive Reuse
Comparative Insights & Incentive Recommendations
for Office-to-Housing Opportunities
Economic Development & Technology Committee
November 18, 2025
City Manager’s Office – Economic Development Division
Background and Timeline
2 Adaptive Reuse is the process of reconfiguring a building for a use different from what it was originally designed for. It provides an opportunity to repurpose vacant and underutilized buildings to meets the diverse housing needs of residents. • August 2023 – Planning staff presented existing adaptive reuse regulations and options to the Planning Commission; informational study session only. • July 2024 – Planning Commission recommended that City Council approve proposed Zoning Code Amendments related to adaptive reuse. • September 2024 – City Council approved Zoning Code Amendments to streamline adaptive reuse of nonresidential buildings, including updated density/FAR/height allowances, parking and setback flexibility, incentives for historic resources, and clarified review procedures.
City Manager’s Office – Economic Development Division
Economic Development Strategic Plan
3 Economic Development and
Planning are collaborating to identify
opportunities to incentivize adaptive
reuse development.
• Guiding Principle 3.0: Reinforce
Pasadena as a regional destination
for culture and entertainment
• Strategy 3.5: Adopt an Adaptive
Reuse Ordinance.
City Manager’s Office – Economic Development Division
Outreach and Research
4 • Researched adaptive reuse
ordinances statewide and met with Los
Angeles, San Francisco, and Anaheim
staff.
• Reviewed local projects, such as the
388 Cordova Ave office-to-housing
conversion, and met with the
developer to understand challenges.
• Participated in meetings and
workshops with stakeholders including:
> building owners,
> developers,
> architects,
> brokers,
> planners, and
> preservationists.
City Manager’s Office – Economic Development Division
Lessons Learned
5 • Identify the City’s building stock suitable for
adaptive reuse projects.
• High acquisition and conversion costs often
limit projects to luxury-only.
• Elevated interest rates and borrowing costs
make financing challenging.
• Conversion uncertainties add additional
financing risk.
• Legal and regulatory considerations, including
rent control and HOA restrictions, present
hurdles.
• Flexibility needed for parking, design review,
inspections, and ADA compliance.
City Manager’s Office – Economic Development Division
Completed Reuse Project
6 388 Cordova Ave – Adept Urban
• Summary: 9-story 1970s office building located in
Central District converted into 32,109 SF mixed-use.
• Commercial: basement, 1st, and 2nd floors.
• Residential: 66 units on 3rd–9th floors.
• Construction timeline: started in 2019, completed in
2021.
• This is the only major office-to-housing conversion in Pasadena to date.
• Completed before the adaptive reuse ordinance
passed.
City Manager’s Office – Economic Development Division
Recommended Next Steps
7 • Assess Pasadena’s building stock to identify adaptive reuse opportunities. • If a willing property owner is identified, partner on a detailed adaptive reuse case study. • Host a webinar to share the City’s adaptive reuse program with developers and owners. • Report findings and lessons learned from adaptive reuse research and early projects to the Pasadena Business Improvement Districts (PBIDs).
• Continue stakeholder engagement to gather feedback and address barriers. • Track early projects to understand financing, design, and permitting challenges. • Monitor Assembly Bill 529 (to provide flexibility with building codes) and adaptive reuse policies in other jurisdictions to identify emerging trends and best practices. • Present recommendations on adaptive reuse of hotels to Planning Commission.
City Manager’s Office – Economic Development Division
End of Presentation
8 7. ECONOMIC DEVELOPMENT UPDATE BY DAVID A. KLUG, ECONOMIC DEVELOPMENT DIRECTOR*
MEMORANDUM
Date: November 18, 2025
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. EchoMotion Fitness is now open at 3124 E. Colorado Blvd. The inclusive gym specializes in functional training for individuals with disabilities. Their programs help participants improve physical health, enhance body awareness, and develop social interaction skills.
ii. Arhaus opened its Pasadena showroom on October 17 at 35 N. De Lacey Ave. in Old Pasadena. The store occupies the
historic Penn Oil Building and offers
complimentary interior design services and white
glove delivery. The Pasadena location is the
company’s 104th nationwide and part of its
expanding California footprint.
iii. Specialty coffee shop, Unicorn Coffee
, brings
crafted drinks to 55 W. Green St. The shop brings
Chinese flavors and culture to Old Pasadena by
highlighting different cities in China.
iv. Chef Jeffray Gardner of Marsatta
Chocolate ch ose Pasadena as home to his
second store at 59 E. Colorado Blvd. The shop
brings its signature gourmet chocolate bars,
handcrafted bonbons, and the Pasadena-inspired
Rose Bar.
2. Conferences & Special Events
a. 2025 LAEDC Eddy Awards
Economic Development staff attended the 30th Annual Eddy Awards at the Rose Bowl on Wednesday, November 5. The City of Pasadena was named one of five finalists for the Most Business Friendly City Large City Award a category open to more than 30 cities in Los Angeles County with populations over 60,000. The recognition highlights the City’s efforts to support local businesses, foster innovation, and strengthen the community for residents and employers. The event also honored successful small businesses including See’s Candies and Porto’s Bakery which started with just a $3,000 business loan.
b. VisionFest 2025 Honors NEON
The Los Angeles-based Filmmakers Alliance hosted
VisionFest 2025 at
Pasadena City College on T hursday, November 6. The event included screenings, panels, and networking opportunities with filmmakers, producers, and distributors. NEON, the distribution company behind the Oscar-winning film Anora, received The Vision Award for its work supporting auteur-driven filmmaking. This approach emphasizes the director as the primary creative force, guiding the film’s vision, style, and story.
c. Valued Pasadena Partners Breakfast LA28 Games
On November 13, Economic Development hosted its quarterly Valued Pasadena Partners (VPP) breakfast at the Brookside Golf Club. The event brought together local business leaders, and regional partners, including Visit Pasadena, the Rose Bowl Stadium, the City of Los Angeles, the Mayor Dan O’Brien of Culver City, and LA 84 Olympian Betsy Mitchell. Attendees received game insights from LA28 leadership and participated in a panel discussing lessons learned while preparing for the upcoming Olympic and Paralympic Games.
3. Business Support and Networking
a. Chamo Venezuelan Cuisine Welcomes a Dodger
Dodgers infielder Miguel Rojas visited Chamo Venezuelan Cuisine i n Pasadena following the team’s back -to-back World Series championships. Rojas shared that Chamo’s
authentic Venezuelan dishes help him feel connected to his home country while in Los Angeles. The restaurant serves a variety of traditional Venezuelan items, including arepas and plátanos fritos. Chamo recently added a new outdoor dining patio through the City’s grant program, enhancing its vibrant dining space.
b. Pasadena Launches Commercial Façade Improvement
Program
Pasadena business owners can apply for up to $20,000 in grant funding through the City’s Commercial Façade Improvement Program to enhance
their storefronts. The program supports businesses located in eligible CDBG benefit service areas, funding exterior improvements such as signage, lighting, paint, doors, and windows to improve curb appeal and attract customers. The program provides reimbursement-based assistance after project completion and verification of approved improvements. Applications close on November 30, 2025, and funding is awarded on a competitive basis to eligible businesses that submit required documentation.
c. Shop Local Pasadena – Open Rewards Pilot Program
Economic Development launched the Shop Local Pasadena pilot program on October 1. This digital rewards initiative offers 5% cash back on purchases at participating local businesses. Residents, visitors, and workers earn rewards by downloading the Open Rewards app, selecting Pasadena as their community, and linking a payment
method. To date, over 1,100 Pasadena
businesses are participating, and more
than 350 users have downloaded the
app and started earning rewards. So
far, the program has generated a 23x
return on investment, encouraging
local shopping while providing valuable
insights into Pasadena’s economic
activity.
d. LA28 Games Summit
On November 13, staff attended the LA28 Games Summit in downtown Los Angeles. The summit brought together government partners from across the region to provide an overview of planning efforts for the 2028 Olympic and Paralympic Games. Staff also participated in a special working group meeting with local leaders, host venues, and host cities. The discussion primarily focused on the planning efforts underway in venue cities.
e. READY LA! Procurement Accelerator
On October 28th, staff attended the Pitch
Day for the
ReadyLA! Procurement
Accelerator, marking the culmination of an
eight-week program led by the Pasadena
Women’s Business Center with support
from U.S. Bank and the City of Pasadena.
The program supported 20 small
businesses, including seven from
Pasadena:
Hot Shrimp Mami, Cheeks +
Co., Crown Promotions, Girl Squad LLC,
Stems LLC, Pollination, and Woodlyn
Travel. P articipants received training in
certifications, bid development, marketing,
and pitching strategies before presenting
their final pitches as practice for future
procurement opportunities. The event reflected Pasadena’s commitment to supporting and empowering local entrepreneurs.
4. Tech. Startups & Science
a. Caltech Celebrates 25 Years of Quantum Innovation
Caltech’s Institute for Quantum Information and Matter (IQIM) recently marked its 25th anniversary. Founded in 2000 as the Institute for Quantum Information, IQIM became a National Science Foundation Physics Frontiers Center in 2011, combining theory and experiment to advance quantum information science. The institute develops quantum technologies for computing, sensing, communications, and fundamental physics research.
IQIM faculty and researchers lead efforts in quantum hardware, error correction, and entanglement-based applications, while training students and postdocs across physics, computer science, chemistry, and engineering.
b. Caltech Researchers Advance AI for Drug Discovery
Caltech researchers developed NucleusDiff, an artificial intelligence model that integrates physics-based principles to improve the accuracy and safety of drug design. The model prevents unrealistic molecular structures by maintaining proper atomic spacing and reducing collisions. In testing, NucleusDiff outperformed existing approaches in predicting how small molecules bind to proteins, including the COVID-19 therapeutic target 3CL protease. The team conducts this work as part of Caltech’s AI4Science initiative, which applies physics-informed AI to drug discovery, climate modeling, and robotics.
c. Caltech and TII Demonstrate Advanced Multirobot System Researchers in Pasadena, including teams from Caltech and the Technology Innovation Institute from Abu Dhabi, recently demonstrated X1, the world’s first multirobot system t hat combines a humanoid robot with a transforming drone capable of flying and driving. The demonstration simulated an emergency response scenario where the humanoid carried the drone, which then launched, navigated obstacles, and reached its target autonomously.
The project highlights cutting-edge work in robotics, artificial intelligence, and autonomous systems, emphasizing safety, reliability, and real-time adaptability for potential urban applications.