Mission Statement
To promote the economic vitality of Playhouse Village as the center of culture, commerce and community in the heart of Pasadena.
The Playhouse Village Association (PVA), a non-profit corporation formed in 1996 as the Playhouse District Association, is dedicated to managing and marketing Pasadena’s Playhouse Village. In 2001, a coalition of PVA members, property owners and business owners formed a Property-Based Business Improvement District (PBID). The PBID pools private dollars to fund activities and services in the 32-block Playhouse Village which is governed by an 11-member board of directors representing the district’s property owners, businesses and institutions.
Ambitious programs result in an increasingly vital district. The PVA organizes its work into five program categories, each with a standing committee to guide and carry out activities and tasks focusing on the built environment, economic development, organizational resources, parking, and promotions / marketing. We also provide programs to provide enhanced maintenance and security for the area.
Brian Wallace,
PVA President/CEO
Christine Hewitt,
Executive Assistant
Jessica Calderon,
Director of Marketing & Activation
Jen Montoya,
Communications & Community Engagement Specialist
2025-2026 Board of Directors Roster
Chair:
Brian Alan Baker
Law Office of Brian Alan Baker
Chair-Elect:
Cheryl Rizzo
Boston Court Pasadena
Immediate Past Chair:
Marjorie Lindbeck
Property Owner/Resident
Treasurer:
Julia Cowlishaw
Vroman’s Bookstore
Secretary:
Elliott Gabay
Charles Company
Amy Aitken
First United Methodist Church Pasadena
Joshua Driskell
Lagerlof, LLC
Veronica Dziengielewski
Swig Company
John Hornick
John Hornick, CPA
Rachyl Spacca
Pasadena Playhouse
Committees
Public Realm Design & Activation
Chair:
Margie Lindbeck
Economic Development, Transportation & Parking
Chair:
Elliott Gabay
Marketing & Communications
Chair:
Cheryl Rizzo
Safety & Maintenance
Chair:
Julia Cowlishaw