Visit Pasadena and Pastilla Launch Community-Focused Recovery Campaign After Eaton Fire

Pasadena skyline (Photo – Westin Pasadena)

In the wake of the devastating Eaton Fire, Visit Pasadena has partnered with local creative agency Pastilla to spearhead a recovery campaign aimed at revitalizing tourism while supporting impacted businesses and residents.

By News Desk

The initiative seeks to carefully reintegrate visitors into the city, which relies heavily on tourism — with over 13,000 people, or 11% of the workforce, employed in the hospitality sector.

Pastilla, known for its community-driven approach to branding and communications, brings personal ties and expertise to the campaign. The agency, headquartered in Pasadena for over two decades, has several team members who lost their homes in the fire, adding a poignant layer to the collaboration.

“We are very impressed by Pastilla’s compassionate approach and their strong, personal connections to this community,” said Kristin McGrath, Executive Director of Visit Pasadena. “It was especially heartbreaking to learn that several members of the Pastilla team lost their homes in the Eaton Fire, so this partnership is as personal to them as it is for us. We are fully committed to supporting the recovery of Pasadena, and we couldn’t ask for a better partner than Pastilla in this endeavor.”

“For me, Pasadena has always been more than a city – it’s the place where I built my agency and chose to call home for the last 21 years,” said Rudy Manning, President and Co-Founder of Pastilla. “The loss of my own home in the fire has only deepened my commitment to our mission at Pastilla, focusing on creative work that supports civic and community resilience. I am honored to lend our creative storytelling and communication expertise to help rebuild Pasadena, Altadena, and the surrounding region.”

The campaign will also include collaboration with creative partner Feee Films and will focus on authentic storytelling and human-centered narratives. The goal is to not only boost the local economy but to ensure the recovery process honors the voices and needs of those most affected.

Together, Visit Pasadena and Pastilla are forging a path toward renewal — one rooted in solidarity, resilience, and a shared vision for the city’s future.