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Grassroots Funding Fuels Cultural Diversity in Unincorporated Altadena

Community-driven concert series showcases power of local support, raising $45,000 to $50,000 annually for free musical events
Published on Sep 5, 2024

[Photo credit: Rotary Club of Altadena]

Altadena’s unincorporated status hasn’t stopped its residents from creating a cultural phenomenon. The 27th Annual Summer Concert in the Park series, entirely community-funded, caps off with a hip-hop extravaganza on Saturday, Sept. 7, featuring Culture Shock and Olympic-level dancers, exemplifying the power of grassroots organization.

The final concert of the season, set for 7 p.m. at Farnsworth Park Amphitheater, will showcase Culture Shock, a DJ group specializing in hip-hop music. Celebrating their 30th anniversary, the group will present a special Battle of the DJs event. The concert will also feature performances by award-winning dancers, including a medalist from the upcoming Paris Olympics breakdancing competition.

This year’s diverse lineup has included acts ranging from classic rock to Calypso, reflecting the community’s varied musical tastes. Craig Cox, a director on the Board for the Rotary Club of Altadena and member of the concert subcommittee, emphasized the series’ broad appeal.

“Our goal is to give the public free summer concerts, and we do a range of music from classic rock and roll to Calypso,” Cox said. “We have bluegrass this year, so we’re trying to do a diverse program.”

The concert series, now in its 27th year, has evolved significantly since its inception. What began as small gatherings attracting 50 to 100 people has grown into large-scale events drawing up to 1,400 attendees. This growth reflects the series’ 27-year evolution from small gatherings to major community events.

The Rotary Club of Altadena took over organizing the series seven years ago from the Sheriff Support Group. The transition has seen continued growth in both attendance and community support.

Despite Altadena’s lack of city status, the concert series has flourished through grassroots funding and organization. Cox highlighted the community’s crucial role in sustaining the events.

“We raise about $45,000 to $50,000 produced at concerts. That all comes from the community, of course, and the sponsors that I mentioned,” Cox explained. “We had some major sponsors like the Chairman of Roses Foundation, Pasadena Showcase House for the Arts, MonteCedro, Kathryn Barger’s office, and the Los Angeles Department of Arts and Culture gave us a COVID Recovery grant.”

The series has had a transformative effect on Farnsworth Park, revitalizing a once-underutilized space. The WPA-era amphitheater can accommodate over 700 people inside, with hundreds more in the surrounding area.

Local businesses have also benefited from the concerts. The Rotary Club sells beverages and snacks inside the amphitheater, while El Patron, a local Mexican restaurant and longtime sponsor, offers food outside.

The success of Altadena’s concert series demonstrates how unincorporated areas can create impactful cultural experiences without relying on city budgets. It serves as a model for community-funded events that foster unity and celebrate diverse musical traditions.

This year’s series includes nine concerts, with eight regular concerts in July and August, and this special ninth concert in September. 

For more information, call (323) 816-6713 or visit https://altadenarotary.org/bands.php

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