Pasadena Launches Storefront Revitalization Program – Pasadena Now

Pasadena is rolling out a new grant program designed to breathe new life into the city's business corridors. The Commercial Facade Improvement Program begins Nov. 3 and offers up to $20,000 per business for exterior façade upgrades.

The city provided $200,500 for the initiative, which the Economic Development and Technology Committee will discuss Tuesday. The program targets approximately ten businesses in designated CDBG eligible areas across several municipal districts.

The stated goal of the program is to “support storefront and facade improvements for local businesses.” The goals are straightforward: to revitalize deprived 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 are excluded from funding.

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

The prerequisite is ownership of the property or a rental agreement with a term of at least three years after construction completion. Pending legal disputes with Pasadena lead to the exclusion of applicants.

An evaluation committee evaluates the applications on a 100-point scale. Projects are judged on impact, capacity, demonstrated need and design vision. Impact receives 35 points, capacity 30, need 25 and vision 10.

The application period begins on November 3rd and ends on November 30th. The city will select the scholarship recipients by January 2026.

Selected companies can start work in January, and projects will be completed by May 2026. The refund is scheduled for June 2026.

The program comes in part from $1.5 million in federal funding secured in 2023. That money originally funded outdoor dining, with about $100,000 earmarked for facade work.

A federal regulation temporarily stopped the use of the funds in July. An agreement signed in August between the economic development department and the housing department paved the way for the future.