Pasadena Chamber Foundation Plans Relaunch for Real Change Program to Reduce Homelessness

The Pasadena Chamber of Commerce Foundation is planning to relaunch its Real Change homelessness prevention initiative in 2025, signaling a potential return of the program that first debuted in 2014 as the Real Change Movement. While no formal launch date or implementation details have been announced, the foundation’s website confirms support for homelessness prevention efforts as part of its mission.

The announcement was in a newsletter to Chamber members on Labor Day.

Originally launched in 2014, the Real Change Movement featured bright orange, refurbished parking meters placed in high-traffic areas across Pasadena to collect public donations aimed at ending homelessness. Designed by Art Center College of Design students and implemented by advertising firm Saeche, the meters were decorated with smiley faces and inspirational messages. In its first year, the program raised $4,000, which was matched by United Way of Greater Los Angeles, resulting in $8,000 used to place 20 individuals into permanent housing. By 2016, 14 meters were installed citywide, each sponsored by local businesses at $1,500 to cover installation, maintenance, and marketing costs.

As part of the planned relaunch, the foundation has indicated an intention to direct future donations to Friends in Deed, a 130-year-old interfaith nonprofit serving Pasadena’s homeless and at-risk residents. While a formal partnership has not yet been confirmed, the foundation has expressed interest in supporting Friends in Deed’s Eviction Prevention and Rental Assistance (EPRA) program.

EPRA provides short-term rental assistance, housing navigation, employment resources, budgeting support, and referrals to additional services. According to Friends in Deed’s June 2025 data, more than 100 households benefit annually from the program. In the past year alone, the organization supported 332 individuals, sheltered 168, and issued nearly $29,000 in financial aid.

The timing of the proposed relaunch coincides with rising homelessness in Pasadena. The city’s 2025 Point-in-Time Count identified 581 people experiencing homelessness—a 4% increase from 2024. Of those, 342 were unsheltered, up 7% from the previous year. Single adults without children now make up 83% of the homeless population, with many facing chronic health conditions or disabilities. Twelve sheltered individuals reported being directly impacted by the January 2025 Eaton Fire.

Executive Director Paul Little, who also serves as president and CEO of the Pasadena Chamber of Commerce and Civic Association, has led the foundation’s recent disaster recovery efforts, including securing $75,000 from SoCalGas and $72,000 from a private family foundation to support Altadena small businesses affected by the fire.

Though the foundation has not released specific operational plans for the Real Change relaunch, the program’s historical success and anticipated partnership with Friends in Deed suggest a strategic focus on prevention. Advocates argue that keeping people housed is both more humane and cost-effective than rehousing them after displacement.

The original Real Change Movement was coordinated by the Flintridge Center and promoted as a safe, transparent alternative to panhandling. Its expansion to downtown Los Angeles and West Palm Beach, Florida, underscored its potential as a scalable model. The 2025 relaunch, if confirmed, would build on that legacy and reinforce Pasadena’s commitment to proactive, community-driven solutions to homelessness.