20162016A N N U A L

R E P O R T

This report is a summary of activities from January 1 through December 31, 2016.

advocacyP E R S P E C T I V E S

As the second largest preservation non-profit in California, Pasadena

Heritage is deeply engaged in activities that support, promote,

and further the conservation of historic architecture and cultural

resources in and around our great city. This advocacy work takes

many forms. From speaking at public hearings, evaluating complex

environmental documents, and identifying historically significant

properties, to consulting on restoration projects, our participation is

hands-on, proactive, and community-oriented. This work connects

us with elected City officials and City planning staff, developers,

realtors, architects, business owners, homeowners, contractors,

historians, students, educators, and other non-profits on a daily

basis. The following are areas where we were actively engaged in

2016.

Issues in the Public Arena

Pasadena Heritage is committed to protecting community

character, so it is important that the community sees us

participating and speaking up. From fence designs to

complex large-scale developments, Pasadena Heritage

staff and volunteers represent Pasadena Heritage at

public hearings, site visits, and town hall community

meetings. Detailed comment letters are often prepared

and submitted to decision makers providing background,

analysis and recommendations as well as a preservation

perspective.

Policy

In addition to efforts to discourage individual demolitions,

we also worked on anti-mansionization policies that

protect existing character of residential neighborhoods.

Pasadena Heritage agrees that growth and new investment

in existing neighborhoods is good, but it should not

happen at the expense of our city’s architectural heritage

and distinctive character. The City’s first two phases of a

3-part mansionization study began, with new standards

developed for Lower Hastings and tweaks to the existing

Hillside Development Permit.

Demolition

Other advocacy work urges the protection of historic

resources against demolition and/or alterations that would

compromise their historic integrity. Pasadena has many

older buildings that retain their historic character, but do

not meet the criteria for historic designation, leaving them

extremely vulnerable to demolition. The option to relocate

a building as an alternative to demolition is becoming

less feasible as vacant land becomes scarce although this

year two historic homes were saved through relocation.

Teardowns have a serious impact on community. It

also appears that illegal demolitions are on the rise.

Examples of such threats where Pasadena Heritage made

a difference are:

• Caltrans Properties

• Pinney House on South Euclid

• Las Encinas Hospital Barn

• Washington Theater

• La Loma Bridge

• Paseo Colorado/Garfield Promenade

• Decker House on North Fair Oaks

New Development

Infill development can isolate historic properties and

splinter neighborhood context or possibly compromise

the structural stability of adjacent historic structures.

These threats make new development an increasingly

urgent preservation issue within our city. When reviewing

proposed projects, the focus of staff and the Advocacy

Committee is on evaluating the compatibility of new

construction with the established character and historic

context of their location and neighboring properties.

Several proposed infill projects demanded our close

scrutiny, multiple meetings, and strong advocacy work

to make sure compatibility concerns were heard and

addressed:

• Former YWCA property

• Parsons Phase 1

• New residential behind Thatcher Medical Center

• New hotel at Hill / Colorado and Loud Ford

Showroom

• Alexandria Real Estate headquarters

• Huntington Hospital Master Plan

• Former Avon Products administration building

• Condos at El Molino and Corson

• Kaiser Permanente new medical school

• Paseo Colorado/Garfield Promenade

• Rose Bowl Aquatics Center

2 | Pasadena Heritage | Winter 2017

Mansionization

Pasadena Heritage agrees that growth and new investment

in existing neighborhoods is good, but it should not

happen at the expense of our city’s architectural heritage

and distinctive character. In addition to efforts to

discourage individual demolitions, we also worked on

anti-mansionization policies to protect existing character

of residential neighborhoods.

Community Engagement + Assistance

In addition to working one-on-one with City officials

and staff, we engaged with the community directly and

communicated what is at stake with our historic

resources and how residents can participate in the

public process. This involved attending neighborhood

association meetings, volunteering for other organizations,

and accepting speaking invitations at various events.

Preservation Director Jesse Lattig was invited to give the

South Orange Grove Boulevard lecture at Palm Springs

Modernism Week in February. She also co-organized

the international Iconic Houses Conference on behalf of

Pasadena Heritage, held at the Getty Center in February.

In September, we offered a lecture on the more recent

history of South Orange Grove Boulevard prior to a walking

tour of the northern segment of the neighborhood. In

October, Pasadena Heritage organized an all-day session

on Historic Preservation at the APA-CA Conference for

planners from across the state.

One of the most important ways in which we provide

technical assistance is through workshops and lectures.

These formats allow us to present comprehensive

information to a large group at one time, often using

familiar local examples to illustrate the material.

For example, two well-attended early summer lectures by

prominent academics dived into the history and present-

day relevance of the American City Beautiful movement. A

half-day seminar on how to nominate a Landmark District

and apply for the Mills Act Property Abatement incentive

drew more than 65 people on a April morning.

The turnout at these events last year revealed a genuine

interest on the part of the community on these topics

and we will continue to offer these programs and look for

topics that directly respond to the community’s needs.

• Lower Hastings / Mansionization

• Rose Villa Oakdale Landmark District

• South Orange Grove Boulevard lecture + tour, Part 2

• Landmark District and Mills Act seminar

• City Beautiful lectures

• Craftsman Referral List

Easement Program

Preservation Easements are legal agreements we hold

on historic properties that typically restrict alterations to

the character-defining features of the building facades.

Pasadena Heritage holds 83 easements, half of which

are commercial properties in Old Pasadena. Program

administration involves semi-annual site inspections to

ensure compliance with maintenance and preservation

requirements, as well as the review of proposed changes.

In addition to acquiring one new easement this year

(Frank Thomas House in La Canada), several properties

underwent major rehabilitation work; including

• 64 E. Colorado (Jamba Juice)

• 553 S. Marengo

• 40 S. DeLacey.

Young Professionals

Five interns worked at Pasadena Heritage throughout the

year. Two were recent graduates of preservation programs

who assisted with easement inspections. One was a

current student in the preservation program at Columbia

University, who assisted with the Pasadena Avenue

Historic District nomination. A high school student at

Westridge School for Girls assisted with research on South

Orange Grove Boulevard properties. Our summer intern,

funded by a Getty grant, was an undergrad from Brown

University who prepared research and materials for the

Colorado Street Bridge Party and Craftsman Weekend.

Regional Partners, Local Organizations, and Neighboring Communities

Pasadena Heritage is frequently called upon by like

organizations to assist with outreach, legal precedents,

political support, and information distribution. Regional

partners we provided support for include the National

Trust for Historic Preservation, California Preservation

Foundation, American Planning Association (California

Chapter), LA Conservancy, South Pasadena Preservation

Foundation, City of South Pasadena, Alhambra

Preservation, and Glendale Historical Society.

Pasadena Heritage | Winter 2017 | 3

programsE D U C AT I O N A L

Educating the public about the outstanding variety and quality of

Pasadena’s historic architecture is a principal tenant of our mission.

Tours, events, and other programs during 2016 showcased different

periods and styles:

Spring Home Tour

Our 2016 Spring Home Tour was titled “Designing Their

Own: Homes of Pasadena Architects”. Pasadena is

known for its social and cultural history and remarkable

collection of architecture from Victorian to Modern and

everything in between. Architects came to Pasadena to

experiment and build some of their most impressive

homes. The tour featured the Elmer Grey House, Dennis

Smith House, and Don Hensman House among others.

Prior to the tour, there was a lecture featuring Dennis

Smith who talked about the history and legacy of the

Buff & Hensman firm and its partners, along with other

prominent architects who made their homes in Pasadena.

Preservation Month

Pasadena Heritage celebrated National Preservation

Month on Saturday, May 14th, together with our co-hosts,

the City of San Gabriel and the San Gabriel Historical

Association. We offered walking tours of historic San

Gabriel that included the San Gabriel Mission, Lopez de

Lowther Adobe, the historic Mission District, museums

and the iconic Mission Playhouse. Prior to the tour, we

presented a free lecture at the Pasadena Central Library

on the history of the San Gabriel Valley.

Craftsman Weekend

The 25th Annual Craftsman Weekend in November

included tours, evening receptions, exhibitors, a Sunday

tour of significant Craftsman-era houses, and more.

This year we offered special receptions in celebration of

25 years! Our opening reception featured “Batchelder:

Tilemaker” at the Pasadena Museum of History, and a

small number of guests enjoyed lunch with Dr. Robert

Winter at the Batchelder House. On Saturday evening,

Pasadena Heritage hosted a tour and reception at the

beautiful Greene and Greene-designed Robinson House.

The elegant setting and sunset over the Arroyo awed

guests. The signature event of the Weekend is always

the Craftsman House Tour. This popular drive-yourself

tour showcased the rich variety of Craftsman architecture

that makes Pasadena a destination for Arts and Crafts

enthusiasts. The final reception took place on Sunday

evening at the historic Bartlett House, also known as the

Magic House. Walking tours and bus tours were filled to

capacity as were three hands-on workshops. On Saturday

and Sunday, the Exhibit Hall featured 40 boothes with

antique and contemporary furnishings.

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Mills Act and Landmark Historic District Workshop

In cooperation with the City of Pasadena, this educational

event answered questions about participating in the

City’s historic preservation programs, which can preserve

neighborhoods, enhance property values, and save

money on local property tax bills. Speakers from the

City’s Historic Preservation Office, the L.A. County Tax

Assessor’s office, and testimonials from homeowners

who formed their own landmark districts and shared their

knowledge and experiences applying for and obtaining

the Mills Act contract were all part of the program.

South Orange Grove Boulevard: From Millionaires’ Mansions to Contemporary Condos Presentation and Tour

Last year’s lecture and walking tour of South Orange

Grove Boulevard explored the neighborhood’s dramatic

postwar transformation from grand Victorian mansions

to mid-century garden apartments that are south of

California Boulevard. In 2016 we expanded the tour,

focusing on South Orange Grove Boulevard north of

California Boulevard, from the few remaining millionaires’

mansions and courtyard apartments to the contemporary

condominiums they influenced,

An introductory presentation traced the evolution of the

neighborhood. After the lecture, guests walked along

South Orange Grove Boulevard and enjoyed the variety of

architectural expressions. Several properties were open

for docent-guided tours on the route.

Pasadena’s Architectural Legacy Walking Tours

On December 30th, Pasadena Heritage provided the

opportunity for members, locals, and holiday visitors to

participate in two different walking tours. Despite the rainy

weather, over 100 guests enjoyed the South Orange Grove

Boulevard and Hillcrest Neighborhood tours offered both

morning and afternoon.

Oral History Project

We were very pleased to have a student volunteer scan

all of our oral histories into PDF format so that we may

make them available on our new website. This project has

been a long-time goal of the Education Committee, and

we believe that making the oral histories available in this

format will be helpful for students and researchers.

Private Tours and Presentations

Our Old Pasadena Walking Tours took place on the first

Saturday of every month in 2016, and we had a record

number of over 200 attendees. In addition, we provided

private bus and walking tours for seven groups, including

reporters who contacted us via the Pasadena Convention

and Visitors Bureau. We also provided free presentations

to seven local organizations including Bungalow Heaven,

the Shakespeare Club and the West San Gabriel Valley

Association of Realtors to name a few.

Volunteers

Pasadena Heritage relies heavily on volunteer time,

talents, and efforts throughout the year in order to

provide educational programming and signature

events (ie: Craftsman Weekend). Simply put, without

the significant contributions of volunteers, Pasadena

Heritage would not be able to achieve its mission. Below

is a summary of volunteer participation in 2016:

EVENT VOLUNTEERS HOURS

Spring Home Tour 119 367

Bridge Party 364 1,275

Orange Grove Blvd. Tour 68 161

Craftsman Weekend 167 734

Walking Tours 29 67

Office Volunteers 6 175

TOTALS 753 2,781

In 2016 alone, Pasadena Heritage volunteers donated

2,781 hours. The estimated value of volunteer time set by

the Independent Sector is $23.56 an hour. For Pasadena

Heritage, the value of our volunteer force for 2016 was:

$65,526.

On December 8th, volunteers joined Pasadena Heritage

board and staff to celebrate and honor our wonderful

volunteers whose tremendous efforts and dedication

allows Pasadena Heritage to fulfill its mission.

Pasadena Heritage | Winter 2017 | 5

Membership

Pasadena Heritage remains the second largest

preservation organization in California. In 2016, 183 new

memberships were added bringing the total number of

member households to 879, compared to 812 member

households in 2015. We had an overall net gain of 67

member households—beating our goal of 50 new net

members for 2016.

Heritage Associates

Of Pasadena Heritage’s 879 member households, 118 are

Heritage Associates. In 2016, there were 21 new Heritage

Associates memberships bringing in a total of $13,500.

The total count of active Heritage Associates members

in 2016 was 209. In October, Pasadena Heritage Board

and Staff thanked our Heritage Associate members at the

historic Freeman House.

Pasadena Heritage would like to express our sincere

thanks to all of our members for their support!

Legacy Associates

Pasadena Heritage formally launched our Planned Giving

Program, the Legacy Associates, in January. We were

able to launch this Program with the help of a grant

from The Capital Group Companies, which allowed us

to hire a consultant and print publicity materials. There

are five formal commitments and many other verbal

commitments from those who have joined the program,

which recognizes those generous supporters who have

included Pasadena Heritage in their wills or estate plans.

Annual Appeal

Thanks to many generous donors, the 2016 Annual

Appeal “Going on 40…” raised over $13,000 in much-

needed general operating support.

Bridge Party

The Colorado Street Bridge Party took place Saturday, July

16th. More than 4,500 party goers came out to enjoy the

festivities. Special features of this year’s events included

a Silent Disco, a performance stage in the Children’s Area,

and Mijares in the Park. Pasadena Heritage also equipped

each script table with a credit card processor, allowing

attendees to more easily purchase food and beverages

throughout the evening.

The generosity of individual and corporate sponsors, as

well as increased script sales, meant the Bridge Party

surpassed it budgetary goal. Sponsors donated a total

of $76,720. With income from sales at the party, the gross

revenue was $244,375, and the net income was more than

$80,000.

fundraisingM E M B E R S H I P & M A R K E T I N G

6 | Pasadena Heritage | Winter 2017

Donations and Grants

Individual donations help to support Pasadena Heritage’s

work throughout the year. In 2016, individuals donated

to our Preservation, Advocacy, Oral History, and Madison

House Funds.

Vroman’s generously gave to the general operating

budget through their “Gives Back” Program. Pasadena

Heritage also enrolled in “Amazon Smile” and “Ralphs

Rewards” programs.

A number of Board Members and Pasadena Heritage

supporters made gifts to Pasadena Heritage, allowing the

organization to make a specially targeted donation to the

McKinley School Mural Restoration Project.

Business Partners

This program allows Pasadena Heritage to connect and

co-promote our educational programs with the products

and services of our Business Partners throughout the

year. 2016 Business Partners include: Platinum Business

Partner The Capital Group; Silver Business Partners

Dolphin Event Services and Pasadena Advertising; and

Bronze Business Partners: Architectural Resources Group,

Inc., Hall Capital, Historic Resources Group, and Heritage

Housing Partners.

Event Sponsors

Craftsman Weekend

Sponsorship for Craftsman Weekend was very successful.

We had three Lead Sponsors and a total of nine

Corporate Sponsors for a total of $19,000. This was the

first year Individual Sponsor opportunities were offered,

which brought in a total $8,075 from ten sponsors. Total

Sponsorship was $27,075.

Spring Home Tour

There were three Corporate Sponsors for the Spring

Home Tour, for a total of $3,000.

Colorado Street Bridge Party

24 Corporate Sponsors donated a total of $46,000, and

89 individual sponsors and a handful of donations

contributed $27,720.

Other Support

Pasadena Heritage had several smaller events sponsored

by local businesses. The South Orange Grove Walking

Tour was sponsored by deasy/penner & partners, and the

Mills Act and Landmark District Workshop was sponsored

by the Arroyo Group. Podley Properties sponsored the

History of the San Gabriel Valley lecture.

New Website

Pasadena Heritage is launching a new website and staff

and volunteers worked on this project throughout 2016.

The new website has been created by a talented team

from Jericho Road. The updated look reflects our new

brand and the new site will be more up-to-date and

easier to use and manage.

Newsletters and Social Media

Pasadena Heritage published its tri-annual newsletter,

with news, articles, and topics we feel are of interest

to our members. Pasadena Heritage also continues to

provide valuable and timely information through its

monthly E-newsletter.

As part of the 2016 Marketing Plan, we improved our

social media presence on Facebook, Instagram, and other

social media outlets keeping a consistent look for all of

our products. Major marketing goals were accomplished

in digital media, and Pasadena Heritage saw a 64%

increase in “likes” on Facebook this year, an increase from

46 followers to 589 followers on Instagram, and we now

have 442 followers on Twitter.

A total of 105,297 unique visitors, up from 66,303 in 2015,

went to our website, and viewed 606,097 different pages.

Our site got 27,752 hits on search engines, and averages

8,775 unique visitors per month.

Advertising + Press

Throughout the year we offered the opportunity to

advertise in our major event programs. We had a total of

21 advertisers in 2016, which raised $9,225. We also had

a record number of Media Sponsors this year for a grand

total of 14. Our events were featured in over 50 different

media outlets through the year.

Pasadena Heritage | Winter 2017 | 7

highlightsO R G A N I Z AT I O N A L

Pasadena Heritage is a nonprofit, community-based

organization founded in 1977. Our mission is

to identify, preserve and protect the historic,

architectural, and cultural resources of the City of

Pasadena through advocacy, and education.

651 S. St. John Ave.

Pasadena, CA 91105

626-441-6333

preservation@pasadenaheritage.org

Annual Meeting & Board of Directors

The 2016 Annual Meeting was held at “A Noise Within”,

the theater located in part of the historic Stuart

Pharmaceutical Building which Pasadena Heritage

nominated to the National Register of historic places

and worked to save from demolition through successive

threats. After a brief presentation about the theater

company, Board and staff members presented the 2015

year in review. Retiring Board members Cal Hollis,

Elaine Kramer, Norley Morley and Steve Preston were

thanked for their dedicated service. New Board member

candidates Brian Baker, Norm Dupon, and Lynn Kolberg

were unanimously elected to serve a four-year term on

the Board. The Board of Directors met monthly during

2016 and gathered for a day-long Board Retreat on

October 30.

Advisory Council

The Advisory Council is composed of long-time

supporters, former Board members, and community

leaders who provide expertise and support to the Board

of Directors and staff. Individual members provided

assistance on various projects and issues throughout the

year. The Advisory Council met together at the Madison

House in March and joined the afternoon session of the

Board Retreat in October for a lively discussion about

“where might Pasadena Heritage be in 10 years”.

Strategic Plan

Pasadena Heritage has a five-year strategic plan that

describes the organization’s goals and strategies for

achieving those from 2015-2019. This document guides

the overall direction and work plan envisioned year

by year. At the Board Retreat, the Executive Director

presented the Board with a review of Strategic Plan goals

for 2016 and a progress report on the year’s objectives,

illustrating that some goals had been achieved, progress

had been made on many others, and a few had been

revised or removed due to changing circumstances.

StaffingThe organization continued to have a dedicated staff

of six. Early in 2016, the Volunteer and Membership

Coordinator left to pursue another opportunity. After a

search and interview process, a new person was hired to

fill the position. Staff positions are Executive Director,

Education Director, Preservation Director, Development

Coordinator, Communications Coordinator, and

Membership and Volunteer Coordinator.

Financial Information

Despite a very successful year in many respects, and

particularly successful major events including the

summer Colorado Street Bridge Party and Craftsman

Weekend in November, the organization ended the year

with a $44,400 operating deficit. Funds from reserves were

used to bridge the funding gap. On the positive side,

$9,000 was added to the Easement Fund during the year.

Detailed financial information is available upon request.

8 | Pasadena Heritage | Winter 2017