Pasadena Cancels Latino Heritage Parade, Moves Forward with Expanded Festival Celebration – Pasadena Now

The City of Pasadena announced Wednesday it will cancel this year’s Latino Heritage Parade, citing unspecified “current issues impacting our beloved community,” but will proceed with the annual festival traditionally held in conjunction with the parade.

The 2025 Latino Heritage Festival is scheduled for Saturday, Oct. 11, from 5 to 9 p.m. in Centennial Square, located in front of Pasadena City Hall at 100 N. Garfield Ave. The event will feature live entertainment, children’s activities, food vendors, community resource booths, and an artisan marketplace.

City officials said the decision to cancel the parade was made after “thoughtful consideration” by the Pasadena Latino Heritage Committee and the Parks, Recreation and Community Services Department. No further details were provided regarding the cancellation.

Despite the change, the city emphasized that the festival will continue to honor Latino culture, history, and community contributions. This year’s theme, “Un Pasado con Orgullo, un Futuro con Esperanza” — “A Proud Past, a Hopeful Future” — reflects the resilience and legacy of Pasadena’s Latino residents.

“This festival is an opportunity for families and neighbors to come together, enjoy music, food, art, and culture, and uplift the stories that enrich our city’s identity,” said Koko Panossian, Director of Pasadena’s Parks, Recreation & Community Services Department. “While the format may look a little different this year, the spirit of celebration remains stronger than ever.”

Mayor Victor M. Gordo echoed the sentiment, calling the festival a reflection of Pasadena’s civic values. “This year’s theme speaks to a truth we all share — that by honoring our past, and the generations who came before us, we lay the foundation for a future filled with hope,” Gordo said. “Pasadena is stronger, more vibrant, and more united because of the contributions of our Latino community, and I couldn’t be prouder to celebrate that together.”

The festival will feature a robust lineup of activities and entertainment, including:

• Live Performances: Music and dance showcasing the diversity of Latin America
• Children’s Activities: Cultural arts and crafts, bounce houses, and games
• Food Vendors: Traditional Latin American cuisine from local businesses
• Community Resource Booths: Services and support for families and individuals
• Artisan Marketplace: Handmade crafts, jewelry, and cultural items from local artisans

Vendor applications are currently being accepted. Interested parties can apply and find additional information at PasadenaLatinoHeritageParade.org.

The festival is part of a broader slate of programming for Latino Heritage Month, which runs from Sept. 15 through Oct. 24. Scheduled events include concha-making workshops, a Día de los Muertos celebration, and other cultural activities. Full details and updates are available on the festival website.

The parade’s absence in 2025 is poignant given its deep roots in Pasadena’s civic and cultural history. First held in 1999, the Latino Heritage Parade was founded by a group of volunteers seeking to elevate Latino visibility in city life. Chicano music legend Lalo Guerrero served as the inaugural Grand Marshal, setting a precedent for honoring cultural icons.

Over the years, the parade grew into a major civic event, with folklórico dancers, mariachi bands, equestrian charros, and youth groups marching through Northwest Pasadena. By the 2010s, annual participation exceeded 1,500, and the event became a source of pride for both Latino residents and the broader community.

In 2014, the City of Pasadena formally partnered with the volunteer committee to co-produce the parade and festival, ensuring logistical support and long-term sustainability. The event’s venue shifted in 2017 to Villa-Parke Community Center, and later to Pasadena City Hall in 2023, reflecting its growing prominence.

Past Grand Marshals have included civil rights icon Dolores Huerta (2001), Tournament of Roses President Laura Farber (2019), and NASA astronaut José M. Hernández (2023), underscoring the parade’s dual mission of celebration and empowerment.

Even amid pandemic disruptions in 2020 and 2021, organizers pivoted to virtual programming, maintaining the event’s spirit. The parade returned in 2022 and 2023 to enthusiastic crowds, with themes highlighting Latino achievements in STEM and civic resilience.

In 2024, new committee co-chairs Vannia De La Cuba and Lisa Barrios took the helm, ushering in a new generation of leadership. Their stewardship continues in 2025, even as the parade pauses.

While the parade’s absence marks a notable shift, city officials say the festival will continue to serve as a vibrant platform for cultural expression and community unity.

“Let us come together to celebrate culture, community, and flavor, honoring Latino heritage and embracing the rich diversity that makes Pasadena strong,” the city’s announcement concluded. “¡Nos vemos en el festival!”