Visit Pasadena campaign wins Poppy Award and seeks to restore tourism after Eaton fire

Visit Pasadena said it has won the Poppy Award from Visit California for its "a city best shared" marketing campaign, and that the effort was designed to bring visitors back to the city’s restaurants, shops and districts after the Eaton fire.

The presenter told attendees that "The Poppy Award is 1 of the most prestigious marketing and tourism awards in the state," and that Visit Pasadena used the campaign to spotlight business owners, shops and neighborhoods as an "invitation for people to come to Pasadena" and "to experience the heart of the city." The presenter said the campaign emphasized the city’s recovery and welcoming environment, referencing "blue skies" and community support following the Eaton fire.

Why it matters: Visit California’s Poppy Award recognizes destination marketing organizations and attractions across the state. According to the presenter, the recognition signals that Pasadena’s outreach succeeded in encouraging visitation during a period of recovery, helping restaurants and small businesses that were affected by the Eaton fire.

The presenter described the campaign as a deliberate effort to promote resilience and to encourage residents and visitors to return to Pasadena’s commercial districts. No formal vote or city action was mentioned in the remarks; the speaker framed the award as recognition of marketing work aimed at economic recovery.

The presenter closed by saying the honor "really showcases that Pasadena really comes through during very challenging times, [and] really supports each other."