A community-centered approach to rebuilding and restoring tourism in Pasadena 

PASADENA, Calif – Visit Pasadena, the City of Pasadena's official destination marketing organization, announces its partnership with the Pasadena-based creative agency Pastilla to launch a thoughtful and impactful recovery campaign in the aftermath of the Eaton Fire. This collaboration aims to carefully reintegrate tourism into Pasadena while supporting impacted businesses and residents. According to the Pasadena Chamber of Commerce, over 13,000 people are engaged in the hospitality industry (11% of the City's workforce) and rely on tourism for their livelihoods.  

Pastilla, renowned for its community-driven branding and communication strategies, specializes in crafting campaigns that resonate deeply with intended audiences. With expertise in destination marketing and crisis communications, Pastilla excels in creating authentic, human-centered narratives that honor resilience and inspire meaningful engagement. 

“We are very impressed by Pastilla's compassionate approach and their strong, personal connections to this community,” said Kristin McGrath, Executive Director of Visit Pasadena. “It was especially heartbreaking to learn that several members of the Pastilla team lost their homes in the Eaton Fire, so this partnership is as personal to them as it is for us. We are fully committed to supporting the recovery of Pasadena, and we couldn't ask for a better partner than Pastilla in this endeavor.” 

“For me, Pasadena has always been more than a city – it's the place where I built my agency and chose to call home for the last 21 years,” said Rudy Manning, President, and Co-Founder of Pastilla. “The loss of my own home in the fire has only deepened my commitment to our mission at Pastilla, focusing on creative work that supports civic and community resilience. I am honored to lend our creative storytelling and communication expertise to help rebuild Pasadena, Altadena, and the surrounding region.” 

Together, Visit Pasadena and Pastilla, along with their creative partner Feee Films, are focused on crafting a recovery strategy that not only revitalizes the local economy but also ensures that the voices and needs of the affected communities are respected and heard throughout the process. This partnership embodies a shared commitment to Pasadena's future and the spirit of solidarity that defines the region. 

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About Pastilla 
Pastilla is a Pasadena-based creative agency specializing in community-driven branding, websites, and campaigns that inspire and connect. With expertise in destination branding and crisis communications, Pastilla crafts human-centered narratives that honor resilience and foster engagement. Its award-winning work blends strategy, creativity, and empathy to help cities and organizations navigate challenges and tell their stories. Website: Pastilla.co 

About Visit Pasadena  
Visit Pasadena is a nonprofit marketing organization dedicated to promoting Pasadena as a leading meeting, convention and leisure travel destination. It is responsible for the sales and marketing efforts to attract meetings, conventions, events, and leisure travel. Through the impact of travel, Visit Pasadena enhances the local economy for the well-being of the community. For more information, go to www.visitpasadena.com. Follow us on Instagram and Facebook at @VisitPasadena. 

MEDIA CONTACT:  
Mandi Prince 
mprince@visitpasadena.com 
Direct office: (626)817-5606