Pasadena Launches Program to Revitalize Storefronts

Pasadena is rolling out a new grant program aimed at breathing fresh life into the city’s commercial corridors. The Commercial Façade Improvement Program launches Nov. 3, offering up to $20,000 per business for exterior upgrades.

The city allocated $200,500 for the initiative, which the Economic Development and Technology Committee will discuss Tuesday. The program targets approximately 10 businesses in designated CDBG-eligible areas across multiple council districts.

“Support storefront and façade improvements for local businesses” is the program’s stated purpose. The goals are direct: revitalize disadvantaged areas, boost foot traffic, and increase sales.

Eligible improvements include exterior signs, painting, new doors, lighting fixtures, decorative fencing, and window glass work. Interior work, equipment, and furniture do not qualify for funding.

To participate, businesses must operate street-level storefronts in CDBG-census tracts. They also need to be registered with SAM.gov and in good standing with California authorities.

Property ownership or a lease extending at least three years after construction completion is required. Pending litigation with Pasadena disqualifies applicants.

An evaluation committee will score applications on a 100-point scale. Projects will be judged on impact, capacity, demonstrated need, and design vision. Impact accounts for 35 points, capacity for 30, need for 25, and vision for 10.

Applications open Nov. 3 and close Nov. 30. The city will select grantees by January 2026.

Selected businesses can begin work in January, with projects wrapping up by May 2026. Reimbursement is scheduled for June 2026.

The program stems partly from $1.5 million in federal funding secured in 2023. That money originally supported outdoor dining, with roughly $100,000 allocated for façade work.

A federal executive order temporarily halted fund use in July. An agreement between the Economic Development Department and Housing Department, signed in August, cleared the way forward.