South Lake Avenue gets festive. [Archival photo courtesy of southlakeavenue.org]
The annual holiday do is back in fine post-pandemic fashion, and will offer a diverse and festive lineup of free live musical performances at a Santa’s Village throughout the afternoon.
Among the bands lined up for the event are Quitapenas, a tropical Afro-Latin combo that borrows aesthetics from the radical 60s, 70s and 80s; Dreaming of You, a Selena Tribute Band dedicating every song to the late queen of Tex-Mex; and Las Cafeteras, a Chicano band from East Los Angeles that performs anything from Afro-Mexican to Americana, soul to “son jarocho,” and roots to rock and hip hop, taking folk music to the future.
All afternoon, DJ William Reed, recognized as one of LA’s Best DJ’s by LA Weekly, will be spinning family-friendly beats at the venue.
“Holidayfest on South Lake Avenue is our big December event which kicks off holiday shopping and dining,” Gina Tleel, Executive Director of the South Lake Business Association, said. “It’s a great way to support local Pasadena businesses while enjoying the magic of the holiday season.”
Holidayfest is also community-building experience to inspire guests to start tackling their holiday shopping lists and take advantage of special in-store promotions and dining specials, Tleel said. She adds that the business community at the South Lake Avenue District is hard at work trying to bring back the vibrancy that characterized the district before COVID-19.
“The South Lake Avenue District is resilient and performed steadily throughout the pandemic,” she said. “Our residential communities are back in full swing as well enjoying all the businesses South Lake Avenue has to offer.”
A Shop, Dine and Win raffle promo during the event gives buyers the chance to win gift cards, freebies, branded merchandise, free coffee and donuts or bagels, and Christmas décor and gift baskets. Buyers only need to submit their Dec. 3 dated receipts onsite to join. For more information on Shop, Dine and Win, visit www.southlakeavenue.org/holiday-shop-dine-win-on-south-lake-avenue/faq.
Holidayfest also features a Santa’s Village, where you can have photos with Santa, music, raffle draw, and holiday airbrush art at Macy’s, at 401 S. Lake Avenue; a Holiday Artisan Market with cooking decorating and artisan makers at The Commons, at 140 S. Lake Avenue; a Winter Workshop featuring ornament-making and a sketch artist at Pasarroyo on 251 S. Lake Avenue; and a Snow Globe station at Burlington Arcade, 396 S. Lake Avenue.
Visitors to Holidayfest will see new businesses that recently opened on South Lake Avenue, such as Marina Pasadena Restaurant, Gaucho Grill Argentine Steakhouse, Cycle Gear, Pasadena Hotel and Pool, Susie Cakes, Twinkle Tea, Gozen Shun Japanese, Restaurant, Sugared + Bronzed, Casper The Sleep Shop, Terra Outdoor Living, Peony Couture, Pasadena Weight Loss Center, One Life Yoga, Ms. Kawaii Eyelash Salon, NailBox Pasadena and Dentists of Pasadena on Lake, among others.
A new Erewhon Market location is currently under construction in the District, Tleel said. A luxury supermarket chain with eight locations throughout the county, Erewhom focuses on niche, locally produced, organic foods and mostly appeal to raw, vegan, keto, kosher, and other alternative diets.
Holidayfest will be from 12 to 5 p.m. on Dec. 3.
Tleel said after Holidayfest, many South Lake businesses will continue to offer special holiday in-store promotions and events throughout the month of December.
For more information, visit www.southlakeavenue.org/holiday-shop-dine-win-on-south-lake-avenue/.
