Pasadena Markets Itself as “City of Futures Not Fads” to Attract Deep Tech Companies

The City of Pasadena is positioning itself as a hub for serious innovation with its newly launched “Build It in Pasadena” marketing campaign that targets tech and life science companies in competing hubs across Southern California.

At the Economic Development and Technology Committee meeting on Wednesday, Committee Members heard an update on the campaign’s progress, which according to a City press release has already generated over one million impressions and led to a 400% surge in engagement since its February launch.

Deborah Membreno, Project Manager with the City’s Economic Development Department, reported to the committee that traffic to the City’s Economic Development landing page has increased by 405% compared to the same time last year.

The initiative represents a strategic shift away from chasing fleeting tech trends in favor of promoting Pasadena as a center for meaningful technological advancement.

“We don’t code apps for doom scrolling. We design robots for Mars,” declares one of the campaign’s taglines, emphasizing the City’s focus on substantive innovation rather than short-lived tech fads.

Membreno presented details of the marketing strategy, explaining that the City has partnered with local marketing firm Echo Factory to develop targeted advertisements in strategic locations including LAX airport, Burbank Airport, downtown Los Angeles, El Segundo (an aerospace hub), and Irvine (a life science tech center).

“Our scientists are creating innovations that are really changing the world,” Membreno told the committee. “We’re also really different from other tech hubs.”

Mike Schaffer, ^[a] the CEO and Founder of Echo-Factory explained to committee members that most of the media buys are digital rather than printed, allowing for very specific targeting of tech entrepreneurs, CEOs, and business leaders.

“Our targeting is actually not focused on the City. We’re just using City assets to take advantage of those. Our focus is really LAX airport, the City of Irvine, the City of El Segundo and Burbank Airport,” he explained. “For example, the City of Irvine, they’re a life science tech hub and we want to get some of those life sciences businesses to either move a headquarters here or open an office here.”

The campaign employs digital out-of-home ads, programmatic visual ads on mobile devices and computers, and utilizes City assets such as buses and bus shelters to spread its message. Additionally, the team is exploring locations for a more permanent mural installation.

At the heart of the campaign is a manifesto that positions Pasadena as “a hub for innovators, doers, makers, engineers, and deep thinkers who pursue ideas of substance and inspiring community.”

The manifesto highlights the City’s focus on quantum computing, robotics, and medical innovation with phrases like “We don’t chase likes. We pursue quantum particles,” and “Forget face filters. Let’s cure blindness,” according to the City press release.

According to Dave Klug, Pasadena’s Economic Development Director, quoted in the March 18 press release: “Pasadena has been a deep tech hub for decades, and this campaign is about making sure that story gets told on a larger scale. From bioscience to quantum computing, companies here aren’t chasing trends—they’re solving problems that shape the future.”

Other campaign headlines highlighted in the press release include: “The city of roses and rocket scientists,” “Stop chasing trends, start creating futures,” and “More Mars robots. Fewer meme apps.”

During the committee meeting, Chair Tyron Hampton suggested incorporating the City’s iconic rose logo for brand consistency. “Every time I go anywhere with it, it doesn’t matter where I’m at, they know it’s Pasadena,” he commented regarding the recognizable rose symbol.

The campaign aligns with Pasadena’s Economic Development Strategic Plan, which identifies life sciences and deep tech as key growth areas for the City. The marketing initiative specifically targets points 0.02 of the plan: “develop a robust communication, marketing and public relations” effort and “develop a robust marketing campaign on behalf of life science and deep tech.”

As Membreno explained during the presentation, “By deep tech, we mean AI, robotics and quantum.”

The City is leveraging its proximity to institutions like Caltech and NASA’s Jet Propulsion Laboratory (JPL) to attract companies working on substantive technological challenges. The press release notes that Pasadena offers deep tech companies “access to world-class talent and partnerships” through these leading research institutions.

The campaign will also highlight success stories like the Doheny Eye Institute, which relocated to Pasadena three years ago to accommodate enhanced lab space and greater collaboration among doctors and scientists.

The early success of the “Build It in Pasadena” campaign suggests the City is effectively communicating its value proposition to potential business relocations. As the initiative continues to develop, City officials hope to secure additional funding to expand the campaign nationally.

With its manifesto declaring Pasadena “the city of futures not fads,” the City is making a bold statement about the kind of innovation ecosystem it aims to foster—one built on scientific advancement and meaningful technological breakthroughs rather than passing tech trends.