Longtime friends hugged longtime friends with a shared sense of reemerging from the worst natural disaster in the area’s history.
The audience even sang “Happy Birthday” to the Mayor’s daughter, Emma, as she celebrated her 18th birthday.
Mayor Gordo acknowledged Pasadena’s strength and resilience in the wake of the Eaton Fire while emphasizing the city’s economic stability, housing challenges, and plans for longterm recovery.
Vice Mayor Jess Rivas, addressing the audience before Mayor Gordo’s speech, underscored the fire’s impact on an already strained housing market.
“Our preexisting housing affordability crisis has become even more acute locally as thousands of our displaced neighbors seek housing that allows them to stay near their schools and their jobs,” she said. “We are no doubt at risk of seeing rising homelessness as rents rise due to decreased housing supply and increased demand.”
Rivas also pointed to challenges facing Pasadena’s renters, who make up a majority of the city’s population. Many have reported smoke and ash damage to their homes with little assistance from landlords, she said. She called for stronger enforcement of renter protections under Pasadena’s charter, referencing Measure H, which voters passed in 2022.
“We come together tonight in the most difficult of circumstances,” Gordo began. “This experience has required all of us to draw upon our inner reserves of strength, determination, and resolve. Together, we are resilient, and we are rebuilding our community’s future—not just in Pasadena, but in Altadena as well.”
As the Mayor acknowledged, the Eaton Fire, which ignited on Jan. 7 and burned for 24 days, destroyed or damaged 9,400 structures across Pasadena and Altadena. The fires were followed by severe rainstorms, compounding the damage and displacing thousands of residents.
Gordo praised first responders, city employees, nonprofit organizations, and residents who stepped up to assist in recovery efforts.
“I want to say thank you to our city staff, my city council colleagues, our city manager, Miguel Marquez, all at the Emergency Operations Center that was operated 24/7,” he said. “Our federal partners, Congresswoman Friedman, our partners in education, our business community, our nonprofits, the faith community, the media, and most importantly, I want to say thank you to all of our residents for coming together and keeping people as safe as possible in the face of danger and uncertainty.”
The Mayor also recognized the Pasadena Elks Lodge, which provided free meals, water, clothing, and safe spaces for those displaced by the fire.
“This benevolence has not only alleviated suffering but serves to remind us that choosing compassion and kindness toward others exhibits the best of humanity,” he said.
Despite the fire’s toll, Gordo reaffirmed Pasadena’s strong financial position.
“Our city’s general fund has improved from $324 million in 2024 to $342 million this year, reflecting a 5.5% yearoveryear increase,” he said. “When in 2019 our general fund was $264 million, to now be at $342 million shows precisely how strong and resilient our local economy is.”
Gordo highlighted several key economic indicators:
- Property Tax Revenue: $108.7 million (driven by $41.4 billion in total assessed property value)
- Sales Tax Revenue: $80.2 million (relatively flat but expected to grow at 23% annually)
- Transient Occupancy Tax (Hotel Tax): $18.5 million (expected to fluctuate due to disaster-related hotel stays)
- Utility Users Tax: $32 million
- Business Taxes (Licenses, Construction, etc.): $21.5 million
The fire’s impact on property values is projected to result in a $300,000 loss in annual property tax revenue. However, the Mayor reassured residents that the city is financially prepared for recovery.
“Our reserves are at an alltime high, exceeding prepandemic levels,” he said. Pasadena currently holds $80.9 million in various emergency funds, including a 15% reserve fund of $48.5 million, the Mayor added.
While Pasadena’s economy remains stable, Gordo acknowledged the challenges facing local businesses—many of which have suffered from decreased foot traffic following the disaster.
The Rose Bowl and Pasadena Convention Center, which served as emergency hubs during the fire, experienced event cancellations and revenue losses. However, Gordo emphasized their longterm economic outlook remains strong, with a full slate of upcoming events.
“The Rose Bowl and Convention Center help keep our city vibrant and exciting by attracting visitors to Pasadena,” he said. “We must continue working together to ensure these institutions remain financially viable.”
Gordo also addressed Pasadena’s ongoing housing affordability crisis, which has worsened due to the displacement of residents.
“The Eaton Fire has had a devastating impact, destroying or damaging 132 homes and displacing hundreds of residents,” he said. “In neighboring Altadena, the toll has been even greater—with over 6,000 homes lost or damaged and tens of thousands displaced.”
Despite these setbacks, said Mayor Gordo, Pasadena has made progress in expanding affordable housing with 375 affordable housing units built in the past four years, representing 18% of all new housing; 1,106 marketrate units converted to affordable housing.
In addition, said the Mayor, the Regional Housing Trust (in partnership with Glendale and Burbank) has raised over $20 million for housing projects
“Today, 10% of all Pasadena households benefit from affordable housing or rental assistance programs,” Gordo said, calling Pasadena a statewide leader in addressing the housing crisis.
The Mayor highlighted Pasadena’s investment in education and career training, particularly for young residents and those seeking trade careers.
“In collaboration with Pasadena City College, Pasadena Unified School District, and the LA County Building Trades Council, we are expanding career technical education initiatives,” Gordo said. “This will provide residents with opportunities for highpaying jobs in trades—skills that will be crucial as we rebuild Pasadena.”
He called for local students and workers to be prioritized in the city’s upcoming construction projects, including the redevelopment of the 710 freeway corridor.
“When that first shovel goes into the ground, let’s ensure that our students from PUSD and PCC are the first ones to put those shovels in,” he said.
Gordo touted Pasadena’s continued growth as a hub for innovation, highlighting new investments in Electric Vehicles from Lucid Motors, Rivian, and Genesis Motors, as well as in the area of Life Sciences & AI, with Caltech’s Resnick Sustainability Institute, and the Ginsburg Center for Quantum Precision Measurement.
Gordo also acknowledged new eateries, including Prince Street Pizza, Star Leaf, Woon, and the Panda Inn reopening.
“Pasadena continues to thrive as a center of economic activity, from technology and healthcare to AI and biotech,” he said. “We are home to businesses that will build our community’s future.”
Concluding his speech, Gordo reassured residents that Pasadena would rebuild stronger than ever.
“Some of our streets may look like a zone of devastation, but Pasadena and Altadena are resilient,” he said. “It may seem impossible to rebuild, but we have all the tools and, most importantly, the spirit to come back stronger than ever.”
He urged residents to work together in the city’s ongoing recovery.
“We are one Pasadena,” he said. “Not only will we get through this together, but give us some time, and we will show the world exactly what the center of the universe is made of.”
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