City of Pasadena, Visit Pasadena Launch Shop Pasadena Campaign for Holiday Season

"We're open, keep us open" holiday graphicPASADENA, Calif.—The City of Pasadena and Visit Pasadena are launching a campaign to encourage people to shop small and dine local this holiday season. The 2020 holiday Shop Pasadena campaign spotlights the hundreds of independent businesses in Pasadena and encourages the community to shop small, dine local and show some #LocalLove this season.

There’s a special connection that comes with shopping and dining local. Whether it’s a friendly face that greets you at your favorite store or eatery or the shop owner who gives back to their community, Pasadena’s businesses need support from locals this holiday season in order to keep their doors open and the lights on. In addition to building special connections, shopping local helps to keep dollars in our local economy to support schools, parks and vital community services. For more information, visit

The key message of this year’s Shop Pasadena campaign is “We’re open, keep us open.” The campaign graphic has the look and feel of a vintage shop sign and will be available for businesses to use on their own social media accounts, reproduced as window clings for storefront businesses, and in advertisements run by the City and Visit Pasadena.

Independent and small businesses throughout the city are invited to participate in the Shop Pasadena campaign. Businesses are encouraged to:

This year more than ever, Pasadena’s local and independent retailers need the support of the community. Many brick and mortar businesses have been hit especially hard by the pandemic. With many retailers and restaurants having to pivot to online orders and takeout during most of 2020, the holiday shopping season has become an even more critical time for these businesses to survive closures related to COVID-19.

To help flatten the curve and protect the health of our community, the public is reminded to follow the "Three Ws" when venturing out to support our local businesses: (1) wear a face covering, (2) wash your hands, and (3) watch your distance from others.

For questions about the Shop Pasadena campaign, please contact the City of Pasadena Economic Development Office at (626) 744-7357 or visit

About the Pasadena Convention & Visitors Bureau
The Pasadena Convention & Visitors Bureau is a nonprofit marketing organization dedicated to promoting Pasadena as a leading meeting, convention and leisure travel destination.  With over 650 restaurants, more per capita than New York City, for guests to enjoy, including shopping and entertainment, Pasadena offers something for everyone. For more information about planning a trip to Pasadena, contact the Pasadena Convention & Visitors Bureau at (800) 307-7977 or log on to Follow us on Instagram and Facebook at @VisitPasadena.

Stay connected to the City of Pasadena! Visit us online at; follow us on Twitter, Instagram and Facebook; or call the City Service Center Monday through Friday during business hours at (626) 744-7311.