HolidayFest Continues to Grow and So Does Pasadena’s South Lake Avenue Business District

The Holidayfest on South Lake Avenue has grown into one of the most anticipated seasonal events of the year.

“Holidayfest gets more popular each year,” said South Lake Business Association Executive Director Gina Tleel. “Holidayfest is turning 10 and now thousands of people come out.”

“We didn’t realize how popular this event would become,” Tleel said. “I think from the feedback we get from merchants and community members is that it feels like there’s a lot of heart and soul. We really focus on the detail of the event, including the merchant in-store promotions. It’s the attention to detail that stands out because anyone can do photos with Santa.”

Tleel has worked with the merchants to establish an identity for the district known for its great shopping and restaurants. She accepted the position of executive director in 2008.

“Yes. I launched the programs and the events and we really have become ‘restaurant row,’” she said. “We have it all. You can live here, there are hotels and three condo projects and between the condo projects, Macy’s, and Trader Joe’s, we have everything within 10 blocks. You don’t even have to own a car if you live here.”

And at holiday time the District takes on an entirely new look.

South Lake Ave. has come a long way, and Tleel said the area was in a “different place in 2008.”

She said South Lake is really turning into a great place to get a bite to eat. Among the top performing locations are Granville restaurant, Mendocino Farms and HiroNori Ramen restaurant.

South Lake Avenue is drawing in the holiday shoppers in a big way, and has emerged as more of a living center, that also offers shopping and dining within walking distance.

“South Lake never benefited from grants and it’s basically been the owners taking the district into their own hands,” Tleel said.

She said while there are plenty of community events across California, the South Lake Business District event captures a more local-oriented spirit.

Holidayfest will incorporate some hot local musicians also.

Barns Courtney, Brandon Jenner and Trapdoor Social are among the musicians expected to perform.

“We’re rockin’ out with purpose,” Tleel said.

She said the event is designed to get people out and see what retailers are in the area at a more leisurely — and human interactive — pace.

The Scavenger Hunt game — a clever marketing tool — motivates people to collect a certain number of stickers from different retailers to win a prize. There are several chances to win.

“The intent is to have you walk the district, you have to collect 12 stickers,” she said. “There are three raffle times. And the stickers don’t roll over. It’s fun to watch the game players, you hear them, saying stuff like, ‘I didn’t know the store was here,’ or ‘I haven’t been here in a while.’

“It’s an old-fashioned way to socialize and spend time with your family,” she said. “You’re actually walking the district at a slower pace, at a more enjoyable pace. In our busy lives, most people are destination-oriented, they go to Trader Joe’s or Macy’s and they’re in a rush because that’s today’s lifestyle.”

See the printable tip sheet here.

It’s the little details in the district and in life that make a difference, Tleel said.

“What makes us different is we dive into the detail,” Tleel said. “This event is in the heart of the district that’s what makes it stand out. ”

She said the Scavenger Hunt has become a much-anticipated event.

“Ironically what started out as what was meant to be a simple game has come to be one of the most important parts of this event,” Tleel said.

People can find out about the game by going online. There are game sheets online. People can go online and check out the rules and get tip sheets.

But the Scavenger Hunt game also brings people together.

“The merchants perk up, and they can teach you about their store,” Tleel said. “Holidayfest is designed to get the residential community connected like we did before smartphones existed. You can play a game and get to know each other.

“We want to kick-start holiday shopping season and we would love people to shop on South Lake Avenue,” Tleel said. “You can park all day, go to the event, shop and get all the shopping done on the day of event. We want to incorporate a feel-good family time. It’s something everyone enjoys.”

South Lake Avenue Holidayfest takes over the Avenue on Saturday, December 7 from 12 noon to 5 p.m., centered around 345 S. Lake Avenue, Pasadena. For more, click here.