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Welcome to Pasadena Explore Our World About Pasadena Welcome to Pasadena, one Outside Magazine named ’ most beloved City. Pasadena one of the best cities Incorporated in 1886, Pasadena in which to live within the United boasts a quality of life that is States and publications such as second to none and exists as a Sunset, Travel + Leisure, Food & retail, employment and cultural Wine, and National Geographic destination for the region and Traveler feature Pasadena as beyond. a highly desirable destination for shopping, entertainment, Famous for hosting the annual and cultural amenities. A highly Bowl football game and authentic and walkable city, Rose , Pasadena is home with rich architectural detailing, to many leading scientific and tree lined streets, ample cultural institutions including the parking, and growing bicycle California Institute of Technology, amenities for urban commuters Jet Propulsion Laboratory, and visitors, it is no wonder Art Center College of Design, why Pasadena remains one Pasadena Playhouse, Norton of ’s most Simon Museum, and Pacific Asia cherished destinations; a place Museum. that is special and can be felt the moment you arrive.

We welcome you to explore Pasadena. Welcome » City Facts Location ANGELES NATIONAL SIMI Incorporated: 1886 VALLEY Encompasses: 23 Square Miles FOREST

VENTURA

& Access SAN BERNARDINO COUNTY

Ave Annual Temp: 75 Degrees F COUNTY BURBANK LOS ANGELES COUNTY Pasadena Population: 137,122 BUR MONROVIA 51.2% Female Pasadena is located just ten miles northeast ENCINO GLENDALE 48.8% Male of Los Angeles at the base of the SANTA San Gabriel Foothills, and is easily accessible MONICA ALHAMBRA » 117,000 Jobs within the City via auto transit, and light rail, and is serviced MOUNTAINS COVINA » 16 million sq. ft. Class A Office Space by three airports. At the western edge of the BEVERLY » 10 Mile / 15 Minute Drive to Downtown Los Angeles , Pasadena is well situated MALIBU HILLS for residents of the San Gabriel Valley, San DOWNTOWN WEST ONTARIO » 3 Airports within 30 Miles LOS SANTA COVINA SAN BERNARDINO COUNTY ANGELES ONT » Airport Fernando Valley and Metro Los Angeles. MONICA RIVERSIDE COUNTY » Los Angeles International Airport » Ontario International Airport Internally, Pasadena is served by the many public and private parking facilities, and the SOUTH Easily accessed by four interstate freeways local ARTs transit system, a city circulator with LOS ANGELES BREA SAN BERNARDINO COUNTY 110, 134, 210 and 710 a dedicated retail route that connects visitors ORANGE COUNTY and residents alike, linking the downtown retail LAX DOWNEY LOS ANGELES COUNTY ORANGE COUNTY Served by MTA Gold Line Light Rail commercial districts. FULLERTON Stretching from East Pasadena through to Downtown Los Angeles, PACIFIC MAP ANAHEIM TORRANCE RIVERSIDE COUNTY Demographic Snapshot Pasadena’s Metro Gold Line serves much of the ORANGE COUNTY region and is scheduled to extend to easterly OCEAN 3 miles 5 miles San Gabriel Valley cities by 2016. Part of Metro’s LONG SAN BEACH Population 189,028 498,970 light rail transit system, the Gold Line connects PEDRO SANTA the Metropolitan area – a ANA Median Age 38 39 tremendous network that facilitates visitorship Households 73,880 180,005 from throughout COSTA Average HH Income $106,969 $99,521 the region. MESA HH over $75,000 61.80% 61.20% IRVINE College 1-4+ Years, (25yrs +) 69.00% 65.70% Owner Occupied Units 46.10% 49.90% Retail in Pasadena Districts Pasadena contains several commercial One of the unique features of the Downtown The City of Pasadena honors a long neighborhoods consisting of unique retail is the ease of walkability along award winning tradition of cultural vibrancy, inviting districts - the Downtown, East Pasadena and streetscapes dotted with Renaissance and ambiance, and lively charm and many other neighborhood service commercial Mediterranean architecture designed by some continues to expand and refine those corridors, all with attractive psychographics. of California’s renowned architects from the traditions today. With a wealth of 1920’s and 1930’s. restaurants, an authentic downtown Pasadena’s Downtown consists of four experience in the heart of the city, and individual districts (Old Pasadena, Playhouse, East Pasadena is an equally vibrant cluster long-established cultural and arts South Lake and Paseo Colorado) that work of large format, big box retailers such as institutions, Pasadena is an exciting in conjunction with one another to create Best Buy, Nordstrom Rack, Whole Foods and place for eating, playing, and living. an incredible downtown experience offering Bed, Bath and Beyond. Currently the eastern Its main shopping districts hold a exciting entertainment and nightlife venues terminus of Metro’s Gold Line, East Pasadena sophisticated charm and comfort, alongside intelligent and creative cultural is also home to a variety of major Auto providing the opportunity to explore local institutions. Add a dose of diverse dining Dealers and a rapidly emerging technology life through Pasadena’s many boutiques destinations with a healthy mix of high quality cluster set in an easily accessible, suburban and galleries, restaurants and museums. retail offerings and Pasadena is second to environment. Pasadena’s retail districts are served none. Retailers within Pasadena’s Downtown by the many public and private parking include Tiffany and Co., Crate & Barrel, J Crew, resources all strategically located to best Macy’s, ArcLight Theaters, Urth Café, Tender serve shoppers and visitors. Greens, and Williams Sonoma.

Anchored by the many commercial, cultural and educational institutions augmenting the community’s residential Civic Walnut Avenue base, Pasadena’s retail sector is well Center served by consumers of all types as P City P demonstrated by Buxton’s psychographic Hall P P P profiles of Pasadena. Since the start P Playhouse P P P of data collection, Pasadena has seen consistent growth in retail sales volumes Paseo Colorado Boulevard P P P as retailers seek out first and second P P Colorado South Old Pasadena P Convention Lake generation space to launch new or tested Center concepts. P

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California Boulevard Consumer Base

Psychographic Profiles From a purchasing standpoint, Pasadena’s consumers For several years, Pasadena has engaged the services seek out quality high end products and experiences. of Buxton, a leading retail analytics company to benchmark Pasadena’s psychographic profiles. The » On average, shoppers in Pasadena are 244% more resulting analyses have demonstrated Pasadena to likely to buy luxury or foreign vehicles. contain some of the strongest psychographic profiles » On average, 214% more likely to use luxury beauty in the nation. Retail site assessments identify a products such as Chanel, Dior, and Clarins. 130% population underserved by retails nowhere in the » Pasadena citizens consider themselves trendsetters On average, region and therefore a tremendous opportunity. and are 132% more likely to go out of their way 130% more likely to explore new stores, and on average 119% more to research Fundamental to the findings, Pasadena residents likely to keep up with trends through high-quality, 134% their shopping 199% and employees are mostly well educated with over statement-making clothing. On average, 134% venture either Pasadena citizens are on 49% holding a bachelor’s degree or greater and 70% » On average, diners in Pasadena are 136% more likely more likely to online or through average 199% more likely to with some college or greater , well employed with an to prefer gourmet, artful food. Likewise, Pasadena show interest in print magazine read long-form journalism average household income of $90,000 in a three mile citizens are 113% more likely to pay attention to their the arts. beforehand. such as , The radius and well informed. health and diet. New Yorker, and Vanity Fair.

» Pasadena citizens are on average 199% more likely to read long-form journalism such as The Economist, The New Yorker, and Vanity Fair. » On average, 205% more likely to visit major news sites during the week, such as NYTimes.com, LATimes.com, Time.com, and WSJ.com. » On average, 130% more likely to research their shopping venture either online or through print magazine beforehand. » On average, 134% more likely to show interest in the arts. 205% On average, 205% more likely to visit major news sites during the week, such as NYTimes.com, LATimes.com, Time.com, and WSJ.com. 136% On average, diners in Pasadena are 136% more 132% likely to prefer gourmet, Pasadena citizens consider artful food. Likewise, themselves trendsetters and Pasadena citizens are 113% are 132% more likely to go more likely to pay attention out of their way to explore to their health and diet. new stores, and on average 119% more likely to keep up with trends through high- quality, statement-making clothing. 244% On average, shoppers in Pasadena are 244% more likely to buy luxury or 214% foreign vehicles. On average, 214% more likely to use luxury beauty products such as Chanel, Dior, and Clarins.

Consumer Base Dominant Segment Profiles Pasadena’s Psychographic profiles reflect Pasadena’s established, educated, and ambitious residency. Affluent Suburbia, Upscale America and Aspiring Contemporaries can be described as:

» The wealthiest households in the .S. living in exclusive suburban neighborhoods enjoying the best of everything that life has to offer. » College-educated couples and families living in the metropolitan sprawl earning upscale incomes providing them with large homes and very comfortable and active lifestyles . » Young, mostly single, ethnically diverse, online active households living in new home or apartments with discretionally income to spend on themselves. Employment Base Major Employers Pasadena offers a diversified employment base and ample business amenities that will appeal to any type of business venture. Boasting Finance Healthcare & Research Institutions of Higher Misc some of the most successful retail, medical, technology, and Huntington Medical Learning AT&T aerospace companies in the world; Pasadena’s economy is a driving Cal Fed Research Institutes Art College Center of Avon Products force in both local and international markets. With over 110,000 jobs, Community Bank Huntington Memorial Design Disney Store Design transit access, freeway access and 16 million square feet of office East West Bank Hospital California Institute of Studio space, Pasadena is a regional employment center. Green Dot Kaiser Permanente Technology idealab! One West Bank Las Encinas Hospital Fuller Theological Macy’s West Tokio Bank  Seminary United Commercial Bank Hospitality Space Exploration and Western Asset Pasadena Hilton Travel Management Sheraton, Pasadena Insurance & Title NASA’s Jet Propulsion Engineering & The Langham HCM Claims Laboratory Construction Huntington Hotel Chicago Title Raytheon AlliedSignal Westin Bolton Insurance Space X Ameron International Jacobs Engineering Parsons Corporation Tetra Tech, Inc. Education

The City of Pasadena honors our longstanding tradition Pasadena Polytechnic ranked 51 in the Washington of innovation and technology development. Home to Posts’ most challenging high schools in the nation world-class design, science, and technology institutes and Marshall Fundamental Secondary School most such as NASA’s Jet Propulsion Laboratory, Caltech, challenging in the San Gabriel Valley based on “the and the Art Center College of Design, Pasadena total number of Advanced Placement, International stands at the forefront of technology development and Baccalaureate and Advanced International Certificate Convention / Tourism / Special Events groundbreaking exploration. The city is a breeding of Education tests given at a school each year divided ground for innovative and entrepreneurial minds by the number of seniors who graduated in May or Desirable weather, rich cultural assets, Coast location for the Gran Fondo Bike named the named number one in LA with nearly 400 formidable startups springing out of June.” great restaurants, and internationally Rice. In 2014, Pasadena will proudly by U.S. News + World Report. The Caltech and Pasadena’s own Idealab. Creativity and recognized institutions of higher host the , Langham also made the 2011 Condé logic come together in Pasadena to take bold steps Art Center has been a leader in art and design learning all make Pasadena a 125th Tournament of Roses Parade, Nast Traveler Gold List of the world’s toward a better, more exciting tomorrow. education for over 80 years graduating noted desirable destination for recreation, and the 100th Rose in the best places to stay. professionals in the fields transportation design, entertainment, and commerce. With City’s history. Home to some of the best educational institutions in product design, advertising, film making and fine art to the addition of world-class special Four new hotels are currently under the world. Caltech has been rated the world’s number name a few. events and a newly-renovated A diverse and active City for events, it’s development to augment city’s current one university in the Times Higher Education global convention center, attracting business- no wonder that Pasadena was honored 2,700 hotel rooms: the D2 by Dusit ranking of the top 200 universities, two years in a row. Together, renowned institutions, a strategic location oriented visitors from across the with a #1 ranking as a “Small, but at this historic, former Constance in the regional labor market, and a diverse group of nation, Pasadena has a consumer Eventful” City, besting several college Hotel located on Colorado Boulevard employers help strengthen Pasadena’s economy. base above and beyond residents, towns in the Most Eventful Cities near , a Hyatt Place employees, and regional shoppers. report compiled by the - at Paseo Colorado across from the based Eventful, Inc. – the leading local Pasadena Convention Center, a Pasadena annually serves host to the source for local events. Pasadena was Marriott Residence Inn and the Julia Tournament of Roses Parade, Rose likewise ranked among the 30 Most by Kimpton Hotels in the former Bowl Game, Rock’n’Roll Half Marathon, Fun U.S. Cities by Cranium, Inc. YWCA designed by noted architect Americafest, Make Music Pasadena, Julia Morgan of Hearst Castle fame Concorso Ferrari, and Art Night among Pasadena’s hospitality offerings located in the Civic Center across from many others. In 2012, the Giro’d’Italia include all tiers of hotel types and Pasadena’s City Hall. Bike Race broke into the U.S. Market include Hilton, Sheraton, Courtyard and chose Pasadena as the West Marriot, Westin and Langham Hotel City of Pasadena Economic Development Division, Office of the City Manager 100 North Garfield Avenue, 4th floor, Pasadena, CA 91101 626.744.4660 | www.cityofpasadena.net/economicdevelopment