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South Lake Avenue Business District Prepares for Holidayfest Extravaganza

Published on Nov 27, 2023

The South Lake Avenue Business Association is kicking off the holiday season with the annual Holidayfest on Saturday, Dec. 2, transforming the picturesque South Lake Avenue District into a winter wonderland of festive shopping and dining. 

Presented by Logix Federal Credit Union, a longtime supporter of South Lake’s events and community outreach, this family-friendly event promises a day of fun, music, exclusive promotions, and the chance to win over $4,600 in prizes.

Among the event’s highlights, Santa Claus will make a grand entrance into Santa’s Village at Macy’s, escorted by the City of Pasadena Fire Department. Families can enjoy a special meet-and-greet with Firefighters, have photos with Santa, and explore a Fire Rig, creating magical memories.

The event features live performances from El Santo Golpe, which performs Afro-Latin music and folklore with influences of rhythms, sounds, traditions, and folklore from the Afro Latin Diaspora around the world; Dustbowl Revival, a Venice-based roots + brass collective with joyful, soulful songs and cut-to-heart folk-rock ballads; and Twisted Gypsy, a Fleetwood Mac Tribute Band. The South Lake district will resonate with the joyful tunes throughout the afternoon.

Attendees can participate in the Shop, Dine, Win raffle by submitting their receipts online for prize opportunities at live draws at 2 p.m., 4 p.m., and 6 p.m. at Macy’s Courtyard. Over $4,600 in prizes will be given away during the event.

Children can indulge in Ornament Decorating at Pasarroyo and Cookie Decorating at The Commons. In addition to Santa, many other life-sized winter and holiday characters such as Olaf, The Grinch, Frosty, Snoopy, Mr. & Mrs. Mouse (like Mickey and Minnie), The Abominable Snowman, Reindeer, Cat in the Hat, plus Carolers and a Barbershop Quartet, will also be ringing in the holidays at Santa’s Village.

Participating businesses are offering exclusive promotions and deals. A sneak peek includes Mercado Pasadena, with margaritas for $8 all day; Lemonade Restaurant offering free lemonade with any purchase (mention Holidayfest); Salon Yuriy with an in-store raffle for a product basket and haircut, plus complimentary coffee, tea, and snacks; and Baskin Robbins offering a “buy one Sundae, get the second” for $0.99.

The Counter Burger is offering 50% off the second signature or custom burger, and Chronic Tacos is offering free Churro Bites with purchase and same-day receipt from a Shops On Lake business. 

Gina Tleel, Executive Director of the South Lake Business Association, shared that the vision for Holidayfest is to provide a community-building experience that allows guests to connect with South Lake businesses in a fun and creative way.

“We wanted to create something that really captured the holiday spirit each year,” Tleel said. “We also envisioned that Holidayfest would provide the chance for guests to tackle their holiday shopping lists and create memories with friends and family while supporting Pasadena businesses.” 

The event, activities, fun and greeting Santa are all free for people to enjoy while supporting Pasadena businesses, she said. 

Holidayfest stands out for its meticulous attention to detail in highlighting exclusive holiday deals and promotions offered by South Lake businesses. 

“The level of detail in highlighting exclusive holiday deals and promotions offered by South Lake businesses on the day of the event is what differentiates us most,” Tleel said. “It is a fairly large footprint so look for new and different holiday experiences around each corner.” 

For more details and event updates, visit The page includes FAQs on how to join the Shop, Dine and Win raffle draws, parking information, ADA information, and others.

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