FOR IMMEDIATE RELEASE: November 10, 2020


Lisa Derderian, Pasadena Public Information Officer, City Manager’s Office

(626) 744-4755,



PASADENA, 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 will put a spotlight on the hundreds of independent businesses located in Pasadena and encourage 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 the 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 our schools, parks and vital community services. For more information, go to

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 pursued by the City and Visit Pasadena.

Independent and small businesses across the city are invited to participate in the Shop Pasadena Campaign. To do so, businesses are encouraged to:

  • Download branded graphics for the Shop Pasadena campaign from for use on their own social media feeds.
  • Add their businesses contact information, specials and promotions to the Shop & Dine Pasadena directories located at
  • Encourage customers to tag #shoppasadena on their social feeds to spread awareness about the importance of shopping and dining local.

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 safer-at-home orders.

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

About the City of Pasadena

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

Stay connected to the City of Pasadena! Visit us online at; follow us on Twitter at @PasadenaGov, and Instagram and Facebook at @CityOfPasadena; or call the Citizen Service Center, 7:30 a.m. to 5 p.m., Monday through Friday at (626) 744-7311.

About the Pasadena Convention & Visitors Bureau

The Pasadena Convention & Visitors Bureau is a non-profit 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