Newly Formed Redistricting Task Force Gets a Consultant

The City Council on Monday hired a consultant to work with the recently formed Redistricting Task Force.

The council approved an $85,000 contract with Glendale-based  National Demographics Corp. for professional redistricting consultant services based on 7-5 recommendation from the task force. 

Task force members interviewed three firms, who each had 20 minutes to give presentations and take questions.

During the deliberations, task force members noted all three firms had strong backgrounds and qualifications, with each being capable of facilitating the city’s redistricting effort.

At the end of the discussions, the task force approved a motion to recommend National Demographics Corp. (NDC), which was founded in 1979 and has guided clients nationwide through every aspect of the districting and redistricting process. 

“We have a unique combination of expertise in the federal and California Voting Rights Act requirements, the technical challenges of districting, and in public education and outreach on these issues,” the company said on its website. 

The company uses a  “3 E’s” approach to districting and redistricting — Engage, Educate, and Empower — and has a proven record of generating constructive public participation in these projects.

The Task Force voted unanimously to approve the proposed conceptual work plan and schedule,” said a city staff report.

Every 10 years the City Council is mandated to use data from the census to make adjustments to Pasadena’s seven City Council boundaries.

The task force will work with the consultant and eventually make a recommendation to the council. 

The task force began its work earlier this month after the City Council made initial appointments. The group was later expanded at the request of Mayor Victor Gordo after local residents complained about the group’s lack of diversity. 

“This will ensure all voices are at the table on a matter as important as the redrawing of Council District lines,” Gordo said in an email to Pasadena Now. “It will also allow us to move swiftly in order that the Redistricting Task Force may begin its important work immediately.”

According to information released on Monday, census data showed the state’s growth slowing dramatically. The slowdown resulted in the loss of one state congressional seat. 

Pasadena first drew district lines in 1980, with the city’s election system being changed from citywide runoffs to district only elections.

This paved the way for the election of minority candidates and a greater emphasis on neighborhood concerns. 

In the 10-year period between 1980 and 1990, the city’s population increased by 11%, becoming more racially and ethnically diverse.

According to the city’s website, Pasadena’s Latino population grew to 27.3% of the total city population by 1990. 

In 1993, district lines were redrawn based on census data to increase voting opportunities for this growing population, which eventually led to Gordo’s election as a City Councilman in District 5.

Also that year, the name for Pasadena’s elected representatives was officially changed from Board of City Directors, a term associated with corporations, to the City Council.