Contents

6 Welcome

8 Board of Directors

9 Mayor’s Message

12 Leadership Circle Members

14 Events Calendar

18 Board Member Spotlight

20  Pasadena Chamber Inaugural Gala

22  Pasadena Celebrates Route 66 & Colorado Boulevard

24 Out & About

28  Pasadena’s Long History as a Premier Retail Destination

30 Whitmore Rare Books

32 A Leading Role

34 Bricks & Minifigs

36 Parisa KJ

39 Member Directory

Thank You

To Our PASADENA CHAMBER OF COMMERCE BOARD OF DIRECTORS

EXECUTIVE COMMITTEE 2025-26

Frank Girardot

Chair

BYD|RIDE

KATELYN BARCHOWSKY

Immediate Past Chair;

Vice-Chair, Member Services

Storied Lane Marketing

JESSICA J. ALVARENGA

Chair-Elect, Vice-Chair, Legislative & Government Affairs

SoCalGas

PAUL LITTLE

President and Chief Executive Officer

Pasadena Chamber of Commerce & Civic Association

William (Bill) Ukropina

Treasurer

Coldwell Banker Commercial Pasadena

ISHMAEL TRONE*

Secretary

F&M Business Center

LYNNELLE BRYANT

Vice-Chair, Workforce Development Masbuild, Inc.

JOHN BURT

Vice-Chair, Economic & Business Development

JB Executive Coaching

JUSTIN TSUI*

Vice Chair, Technology

TeamLogic IT

BOARD OF DIRECTORS 2025-26

RAYMOND ASAD

Member

Fuller Theological Seminary

MICHAEL BELL

Member

Sotheby’s International Realty

THOMAS DALY*

Member

Lewis Roca

GEORGE FALARDEAU*

Member

Pasadena Media

CLAUDIA GOYTIA

Member

Kaiser Permanente

SEAMUS GRAY

Member

Pacific Premier Bank

RAPHAEL HENDERSON*

Member

Retired

ROGER HUANG

Member

East West Bank

JOHN LEANO*

Member

Bryan’s Cleaners & Laundry

EMILIO PADILLA-LARIOS

Member

Langham Huntington Hotel, Pasadena

HILLARY SCHENK

Member

Casa Treatment Center

DON SCHWEITZER*

Member

Schweitzer Law Partners

BRANDON STANSELL

Member

Athens Services

Nerissa Sugars

Member

Hollywood Burbank
Airport

STEPHANIE YAMASHIRO

Member

New York Life

EX-OFFICIO

David Klug

Member

City of Pasadena
Economic Development Director

PAMELA KNAPP

Member

Tournament of Roses Association

Rob McClinton

Member

Innovate Pasadena

Jens Weiden

Member

Rose Bowl Stadium

*Denotes former Chair of the Board

Mayor's Message

I originally wanted to talk about celebrating all of the great progress we’ve made and look ahead to the many exciting opportunities that await us, but it is admittedly challenging given the circumstances in which we find ourselves at this moment, when so many of our families, friends, coworkers, neighbors, and loved ones have lost everything in the Eaton Fire. My heart goes out to everyone affected by these fires.

This experience has required ALL of us to draw upon our inner reserves of strength, determination, and resolve. Together, we are Resilient Pasadena: and we are Rebuilding Our Community’s Future.

Pasadenans have long had a shared commitment of creating a community where all are welcome, respected, included, and able to work for the betterment of Pasadena. This has been evident and demonstrated time and again over the last year.

I am grateful for everyone that has come together since January 7 to help rebuild our community.

It may take some time, but it will happen — so long as we continue to work together — residents, businesses, and civic leaders — we can reach our collective goal of ensuring that not only will every resident have an opportunity to be a successful and contributing member of our community, but that Pasadena will remain the crown jewel of the San Gabriel Valley for generations to come.

At City Hall, we are making good progress towards these goals. Thank you to City staff, residents, and community partners for all you have done to help Pasadena be the great City that it is. Our resilience as One Pasadena gives me great comfort and confidence that no matter the challenges that lie ahead, together as a community we will rebuild and create an even better future for Pasadena.

In my fifth year as Mayor, and after nearly three decades serving our City, I am eager and ready to help rebuild our community’s future. As we reflect on the progress we have made, the challenges we’ve endured — and those that lie ahead — one thing is clear: working together we will rebuild a bright and resilient Pasadena for generations to come.

Thank you for your trust, your partnership, and your unwavering commitment to our City. I look forward to all that we will achieve in the year ahead to rebuild Pasadena’s bright future. It is an honor and a privilege to serve as your Mayor and I thank you for that honor and privilege.

Victor Gordo, Mayor

Leadership Circle Members

Events Calendar

Networking Events

1st Wednesday 11:30 a.m., Luncheon Alliance

3rd Wednesday 7:30 a.m., Breakfast Connection

4th Wednesday – Quarterly 5 p.m.
Chamber After-Hours Social and Young Professionals Mixer

Bimonthly

Board of Directors

Quarterly Board and Committees

Economic and Business Development

Legislative and Government Affairs

Member Services

Marketing and Technology

Workforce Development

Annual Events

October 2025

Economic and Business Summit

December 2025

President’s Breakfast Honoring the Tournament of Roses

March 2026

Pasadena Chamber Birthday Cocktail Party

June 2026

Inaugural Gala

Pasadena Inaugural Gala

Frank Girardot of BYD|RIDE Installed as Chair;
Altadena Small Business Grants, Scholarships to Emancipated Foster Youth Distributed

Veteran journalist and executive Frank Girardot was installed as the new board chair at the Pasadena Chamber’s Inaugural Gala Friday, June 27.

The event welcomed 200 guests to the ceremony and gourmet dinner at the Langham Huntington Hotel.

Girardot, known for his long career in investigative journalism and recent leadership roles in communications, took the stage with a joke and heartfelt reflection. A Pasadena resident who lives near the fire-scarred foothills, Girardot spoke personally about the devastation of the January Eaton Fire and the businesses and lives disrupted in its wake.

Girardot highlighted the Chamber’s responsibility not just to promote business, but to unify a city in recovery. He also announced that, for the first time, the Chamber is offering free membership to all businesses in the hardest-hit 91001 ZIP code.

U.S. Congresswoman Judy Chu joined the celebration and offered her congratulations. “One of my greatest honors in Congress is representing the city of Pasadena,” she said. “I was thrilled to see Frank Girardot take on this new role. His commitment and voice will serve this community well.”

Chu used the occasion to praise the Chamber’s longstanding role in championing small businesses, especially those recovering from both the pandemic and the fire.

She also praised Southern California Gas Company, recipient of the Chamber’s “Corporate Citizen of the Year” award, for helping displaced businesses reopen. “Your efforts will really make a difference in the recovery,” said Chu.

Pasadena Mayor Victor Gordo followed, offering a tribute to the city’s resilience. “Not a fire, not an earthquake, not COVID—nothing is going to break our spirit,” said Gordo. “We are a resilient, loving, and embracing community.”

He also gave a nod to the many elected officials and former leaders in attendance, including councilmembers, college trustees, and state representatives.

Outgoing Chair Katelyn Barchowsky, who led the Chamber through a turbulent year, thanked her fellow board members and acknowledged the emotional toll of the fire. “This has not been the year that any of us wished for,” she said. “Yet the Chamber helped find housing and locations for displaced businesses, provided critical information, and remained a steady presence during a time of need.”

One of the evening’s most emotional moments came during the presentation of the Chamber’s annual Bill Bogaard Scholarships (named for the former Pasadena mayor) to two students: Cynthia Reyes and Nataly Perez. Both women were nominated through the Chamber’s partnership with Journey House, which supports emancipated foster youth.

Reyes, a single mother, working house cleaner, and student of criminal justice, thanked the Chamber for what she called “a source of hope.”

“This scholarship is not just financial assistance,” she said. “It’s encouragement that reminds me I’m not alone in this journey.”

Perez, who plans to pursue a career in social work and family mediation, dedicated her remarks to her late sister, who died by suicide after suffering trauma in the foster system. “I want to create a team who knows what it feels like to be silenced,” said Perez, her voice trembling. “And use that experience to break the cycle.”

As the evening came to a close, Girardot — who began his speech with a self-deprecating joke about mortality — returned to a more solemn note.

“We have board members still in temporary housing. We have homes and businesses still gone,” he said. “But the Chamber is here, and will continue to be here, helping rebuild, bringing people together, and pushing Pasadena forward.”

“Girardot highlighted the Chamber’s responsibility not just to promote business, but to unify a city in recovery.”

Pasadena Celebrates Route 66 & Colorado Boulevard

Established in 1926, U.S. Route 66 became one of America’s most iconic highways, stretching over 2,400 miles from Chicago to Santa Monica. Often called the “Main Street of America,” Route 66 played a crucial role in connecting rural communities to larger cities, fueling cross-country travel, commerce, and migration. Route 66 became a cultural icon, symbolizing freedom, opportunity, and the romance of the open road.

In Pasadena, Route 66 ran along Colorado Boulevard, embedding the city firmly into the highway’s storied history.

In 2026, Pasadena will be celebrating the centennial of Route 66 and the 150th anniversary of our main street: Colorado Boulevard. The yearlong celebration will feature events, activities and much more.

Help us celebrate the 150th anniversary of Colorado Boulevard and the 100th anniversary of Route 66 and its impact on California and Pasadena!

Some things to look forward to: Specials during Cheeseburger Week in January; The Great Race antique car rally finishes in front of Pasadena City Hall; a special Chalk Festival; informal car rallies; bar to bar beer runs and much more.

You can find information and links to activities and more at
www.visitpasadena.com/route-66.

Out & About

The Pasadena Chamber supports our members with events and activities, such as our networking Luncheon Alliance and Connection Breakfast and our Chamber After Hours social and mixer. We also support our members’ activities by attending as well as organizing promotional opportunities and more.

Here are photos from some of our recent activities. Check out our online Calendar and Events menu at Pasadena-chamber.org and join us.

Pasadena's Long History as a Premier Retail Destination

By Paul Little,
President & CEO of the Pasadena Chamber of Commerce

Pasadena’s history as a retail destination stretches back more than 125 years to the beginnings of the 20th century.

Pasadena’s commercial beginnings were rooted in its establishment as an orange growers’ cooperative in 1874. Following its incorporation in 1886, the city’s commercial hub emerged at the intersection of Fair Oaks Avenue and Colorado Boulevard.

Boadway Brothers department store opened in 1912 on East Colorado Boulevard followed by Nash’s (which began as a grocery store in the 1880s) in 1921. Other stores, such as Vroman’s Bookstore, Anderson Typewriter, Arnold’s Jewelers, Huggins (later Rangoni Firenze) Shoes, and Fedde Furniture focused on particular product lines or specialized offerings.

The opening of Bullock’s in 1947 marked the development of an upscale shopping area on South Lake Avenue. This Late Moderne style department store was designed to cater to Pasadena’s affluent residents. It was one of the first department stores in the country to cater to shoppers arriving by car.

The J.W. Robinson Co. opened its Pasadena store in 1958, designed by prominent architects William L. Pereira and Charles Luckman, further solidifying the city’s reputation as a prime shopping destination.

A new shopping center opened in Hastings Ranch in 1956, demonstrating the city’s expanding suburban development. A dedicated effort to revitalize Old Pasadena began in the 1980s, focusing on historic preservation and attracting new businesses. 

Now three business improvement districts serve downtown Pasadena. Neighborhood serving shops line East Washington Boulevard, the Lincoln Corridor and east Colorado Boulevard at Lamanda Park.

Whitmore Rare Books: Making Pasadena a Destination for Collectors

By Marc Sheforgen

Dan Whitmore went to law school because it seemed like the next logical step. But along the way, he stumbled onto a first edition of a novel — and it sparked a fascination that would eventually change his life.

“I’ve always had that collector’s gene, and I’ve always been a voracious reader and also entrepreneurial,” Whitmore said. “Finding that book was kind of a Eureka moment. It connected so many of my interests.”

What began as a side pursuit grew into a business. Over several years, Whitmore built a small inventory, trading and reselling books he discovered in shops and online. By 2010, encouraged by his wife and confident he could always return to law if needed, he opened Whitmore Rare Books in Pasadena.

Today, the storefront on East Union Street draws everyone from first-time visitors to seasoned collectors, with inventory that spans centuries of literature and history.

“Our collection really runs from Shakespeare to Harry Potter,” Whitmore said. “We handle some of the most important books in history, but also items in the couple hundred to thousand-dollar range that are more accessible to beginning collectors.”

That balance is part of what makes the shop special. Customers often arrive chasing nostalgia or hoping to connect with history. Some moments are deeply emotional.

“We’ve literally had people come into the shop and burst into tears when they see a favorite object,” Whitmore said.

He recalled helping one visitor replace a first edition of the Alcoholics Anonymous Big Book lost in a house fire.

“Of everything they had lost in the fire, they were most sad about losing that book,” Whitmore said. “We were able to help them find a new copy.”

The store also carries weight in the global rare book community. Whitmore and his growing team exhibit at national and international book fairs, source material from private collections and maintain high standards of research and integrity.

Sales of a single book regularly climb into the six-figure range, with truly exceptional items reaching even higher. One landmark example — a Revolutionary War history signed in four volumes by George Washington — ultimately sold for seven figures.

Whitmore Rare Books has grown into a team of three specialists, a sign of the shop’s steady expansion and an increasing rarity.

“One of the reasons to come to a rare book shop is you’ve got people you can talk to about the books and start to understand what makes each book special,” Whitmore said. “There’s a steep learning curve for a new collector. To be able to speak with experts is really valuable. And it’s something that’s becoming less and less common worldwide but certainly in Los Angeles, which had a reputation of having great book shops over the years. We’re kind of continuing a storied tradition here.”

Visit Whitmore Rare Books at 121 E. Union St.
in Pasadena, or learn more at
www.whitmorerarebooks.com.

“We’ve literally had people come into the shop and burst into tears when they see a favorite object.”

Where Kids' Imaginations Can Run Wild

A Leading Role Offers Premium Dress-Up Costumes that Bring Characters to Life

By Steven Craig Lindsey

When it comes to dressing up and make-believe, few opportunities exist beyond the days and weeks leading up to Halloween or the occasional theme party. Yet so many kids (and some adults) would love the chance to transform themselves with a princess dress, superhero cape, or cute-and-fuzzy animal costume simply because it’s a Tuesday.

To answer this calling, A Leading Role was founded in 2018 to provide premium quality dress-up options and differentiate itself in an industry that focused on seasonal costumes.

“We pride ourselves on the quality and craftsmanship in each piece that we create and produce,” says Jason Ryan, CEO. “We are a privately owned non-franchise that opened our physical location in Pasadena in April 2024.”

A Leading Role joined the Chamber in 2021, long before they opened their first retail location, and has been involved with the organization ever since. Located at 300 S. Raymond Avenue, Suite 15, the retailer fulfills a growing need to cater to creative spirits of all ages through an ever-expanding line of apparel and accessories. With options to shop both online and in-person at the brick-and-mortar location, Ryan says there’s a distinct perk for making the trip to Old Town Pasadena.

“We generally have the same product offering online as in-store,” he says. “However, we offer exclusive merchandise for those who visit us in person.”

Several popular options exist to make fantasy a reality, even if only for a few hours at a time. Kids can transform into jesters, werewolves, magicians, astronauts, ballerinas, dinosaurs, bunnies, and Teletubbies, among numerous other options. A new partnership with Miraculous Corp. has allowed A Leading Role to create premium dress-up options based on their most popular characters, including Ladybug and Cat Noir.

“We debuted our collection at FAO Schwarz and are planning an event in our Pasadena store this fall,” Ryan says. “We believe that authenticity is important, which is why we work with some of the biggest brands in the world to bring quality products to our consumers.”

Other collaborations include an adult collection with Mattel for the Barbie movie when it hit theaters, and the Disney Pet collection also brings smiles to people’s faces — and even some of the animals!

Ryan confirms that Halloween is their biggest season, followed closely by the holiday gift-giving season.

“However, we consider ourselves to be a 365-day brand, and provide dress-up for birthdays, special events, and all the various other holidays throughout the year,” he says, adding that Pasadena’s an ideal place for the business. “We love the family atmosphere within the Pasadena community; it’s safe, and we are conveniently located across the street from the Humane Society.”

So, if you don’t already have a pet to dress up as Minnie Mouse, you couldn’t have a more justifiable excuse to get a dog and a costume without having to drive to more than one location.

For more information about A Leading Role, visit aleadingrole.com.

“We pride ourselves on the quality and craftsmanship in each piece that we create and produce.”

Putting the Pieces Together for Success

How Bricks & Minifigs Turns Aftermarket LEGO-Based Toys Into Profit

By Steven Craig Lindsey

Books, video games, clothing, records, and furniture. These are among the most common things that people buy, trade, and resell, but LEGO products may not be the first item someone would expect could sustain an entire business. However, David Ortiz and John Masek had a bright idea when they partnered to open the first Bricks & Minifigs location in Battle Ground, Washington, in 2010. Since then, the brand has grown to nearly 200 stores across the United States and Canada, thanks to franchising opportunities for entrepreneurs.

In 2023, Betty Poquez and Rob Poquez purchased a franchise and opened the Pasadena location at 350 South Lake Avenue #110 on May 4, 2024. Also known annually as Star Wars Day (May the 4th be with you!), it’s an appropriate debut date because Bricks and Minifigs locations carry a wide variety of LEGO products from a galaxy far, far away.

As for the store name, it all ties back to the iconic snap-together pieces and associated characters.

“The term ‘minifigure’ is LEGO’s official name, while ‘minifig’ is the favorite shorthand used by fans and LEGO themselves,” Mrs. Poquez says. “LEGO holds trademarks for the term when referring to its products, and while other toy brands make similar figures, ‘minifig’ is overwhelmingly associated with LEGO in the toy and collector communities.”

The business model is very straightforward.

“Customers can bring in anything authentically LEGO — from pre-built sets and minifigures to bulk parts or retired sets. We evaluate items based on their condition, quality, and completeness, then make an offer in either cash or store credit. Most trades take about 5–15 minutes, though larger collections can take an hour or more,” she says. “From there, it’s a friendly dialogue to see if we can reach an agreement. The only restriction is that we cannot buy new-in-box sets that are still in production and available on LEGO.com.”

Because Bricks & Minifigs Pasadena is an authorized LEGO retailer, customers can also find current sets to purchase. But it’s the rare and incredible sets that come through the doors that make the job exciting.

“It’s like walking through LEGO history every day. In our retired section, we have sets so rare that there are only a handful of them still in new-in-box condition in the world,” Mr. Poquez says.

Two highlights (of many) for him include 6086 Black Knights Castle (1992), one of the most beloved classic castle sets of all time, and 10018 Darth Maul UCS [Ultimate Collector’s Series] (2001), a life-size bust of Darth Maul from the second wave of Star Wars sets ever made by LEGO.

Customers always ask if the store personnel can keep an eye out for specific must-haves, but Mr. Poquez says it’s unfortunately not logistically possible.

“The best way for customers to snag what they’re looking for is to follow us on social media (@BAMPasadena on Instagram and Facebook), where we post almost daily — sometimes multiple times a day — about which pre-built sets, minifigs, and retired gems are hitting our shelves at that moment,” Mr. Poquez says.

In addition to buying, selling, and trading, Bricks & Minifigs also offers an event space in the back of the store for builders of all ages. They provide structured packages tailored for birthday parties of up to 15 participants and corporate team-building options, or groups may rent the space for their own LEGO-based events.

Being a member of the Chamber is also an essential part of their business operation.

“Pasadena is home for us. It’s where we live, where our kids go to school, and where we always dreamed of opening our store to be part of the community. We joined the Chamber prior to opening in 2024, and it’s been a fantastic resource. Being members instantly connected us to a network of fellow business owners and provided valuable information and support for running a business in Pasadena,” Mrs.. Poquez says. “Many members have become regular customers, and it’s been a wonderful way to strengthen ties within our community while supporting other local businesses.”

To learn more about Bricks & Minifigs, visit https://bricksandminifigs.com/pasadena-ca/.

“In our retired section, we have sets so rare that there are only a handful of them still in new-in-box condition in the world.”

A Passion for Handheld Fashion

Parisa Khosravi Jafari chats about locally crafting leather handbags and accessories.

By Steven Craig Lindsey

From Iran to Pasadena, Parisa Khosravi Jafari has turned a creative vision into a thriving fashion business that reflects thoughtful craftsmanship and bold individuality. She founded her fashion brand, PARISA KJ, in Pasadena in 2018, after attending Pasadena City College to take specialized fashion courses that would allow her to transfer to Cal State Long Beach University and pursue a bachelor’s degree in Fashion Merchandising. Every piece is made locally in Los Angeles, where quality and detail are never compromised.

“My creative journey began in Iran, where I designed custom clothing for clients, similar to couture, allowing them to choose their own fabrics and styles. While that experience was rewarding, I felt a strong desire to create something that was entirely my own. I wanted to design products that carried my personal signature-something tangible, lasting, and expressive,” she says. “The spark for working with leather came from a craft show in Iran, where I saw a collection of beautifully made leather handbags by my cousin.”

That moment stayed with Khosravi Jafari, and once she moved to the United States, she finally had the opportunity to pursue her vision.

“I believe everyone is shaped by the culture they grow up in and the experiences that come with it. Our surroundings, traditions, and daily interactions leave a lasting imprint, influencing how we see the world and express ourselves creatively,” she says. “For me, that cultural foundation has been a constant source of inspiration in design.”

PARISA KJ operates primarily online, though you’ll find Khosravi Jafari at local craft fairs and fundraising events across Pasadena, Los Angeles, and other nearby cities.

“It is a wonderful opportunity not only to share my work with a broader audience but also to support local arts and cultural programs through donations to the organization,” she says. “Events like these allow me to meet people face-to-face, share the story behind each piece, and be part of something that celebrates creativity and community.”

She launched the brand with tote bags that were as practical as they were beautiful. Over time, her collection grew to include clutches, crossbody bags, and smaller accessories like bottle holders.

“Each new piece was inspired by the needs of my customers and my desire to explore the versatility of leather as a material,” she says, adding that one of her most popular designs is the ‘Moon’ purse, which features a sleek, flat silhouette with a minimalist aesthetic that stands out for its originality.

“Pasadena has been an incredibly supportive place to grow my business. People here truly value art, craftsmanship, and the story behind each product. They’re also deeply loyal to their local businesses, which makes a meaningful difference-especially for independent makers like myself.”

Khosravi Jafari joined the Chamber in March 2024 and says it’s been a fantastic experience.

“Being part of the Chamber has opened opportunities to grow my network, gain exposure, and collaborate with other local business owners. It fosters a vibrant, supportive business environment where creative partnerships can thrive.”

To learn more about PARISA KJ, visit parisakj.com/.

“Pasadena has been an incredibly supportive place to grow my business. People here truly value art, craftsmanship, and the story behind each product.”