Pasadena Now Has Placer AI Tools to Measure Economic Impact

The Pasadena Economic Development Corporation (PEDC) is working with Placer.AI to better understand the economic impacts of local events and tourism to the community. This technology provides data on the number of attendees at events like the Strawberry Festival, 4th Fest, and the Pasadena Livestock Show and Rodeo, while also tracking metrics such as where they came from and how long they stayed in the area.

“This data can help local businesses plan for major events and get the most from visitors traveling to the area,” says Jo Anne Estrada, Manager of Visit Pasadena. “It also helps with year-round economic development efforts, proving that Pasadena, Texas, is a valuable place for consumer-focused companies to be.”

The use of Placer.AI is also part of PEDC's plan to attract new businesses, franchises, and opportunities for residents. This data, along with the results of the Economic Vision Survey (which is still open to submissions), will help PEDC bring specific businesses that residents want and need to the area. 

Case Study: The 2026 Strawberry Festival

The 2026 Strawberry Festival (held on May 14-17) is a great example of what kinds of data are available through Placer.AI. This year, there were 56,700 visitors to the festival, a 21% increase from last year, when 46,700 attended. This year-over-year rise in attendance is consistent, with no drop-offs from competing events or weather.

The average attendee spent 182 minutes on average at the festival. The median household income of attendees was $74.7k annually, and the median age was 34. The largest demographic was Hispanic or Latino visitors, comprising 50.4% of attendees.

The estimated economic impact from the 2026 Strawberry Festival was between $2.8 million, with the average visitor spending around $50. This spending went toward festival vendors, local restaurants, nearby gas stations, convenience stores, and hotels.

With this information, the Strawberry Festival organizers can better attract vendors to future events. More vendors mean more visitors, as these companies promote the festival. Additional vendors also create better experiences for attendees, who will enjoy the food, music, activities, and crafts they bring, making them more likely to return next year. 

PEDC Can Take High-Level Views of Visitor Data 

Individual events can bring millions of dollars to the Pasadena economy, but marketing and tourism efforts continue year-round. By taking a longer-term view of Pasadena traffic and visitors, PEDC and Visit Pasadena can make strategic, data-driven decisions for business recruitment and tourism promotion.

For example, when looking at the Pasadena Convention Center’s visitor traffic through all of 2025, PEDC can see how far most people traveled to attend events in town. They can also see which routes visitors took to arrive here.

Last year, people came from as far as Southwest Houston (near Meadows Place and Sugar Land) and North Houston communities surrounding the airport. This data proves that promoting Pasadena events to the larger metro area is an effective use of funds, as residents are willing to drive here.

“Good marketing is guided by data, not gut instincts or personal feelings,” says Arturo Marquez, Director of Economic Development for the City of Pasadena. “When we can show the return on investment of our efforts, we can prove that we are spending taxpayer dollars wisely and driving customers to our local businesses.”

PEDC serves the Pasadena community by creating jobs, adding amenities, and making this area a better place to live. Placer.AI can help PEDC make better decisions to more effectively reach its goals. 

PEDC is Pairing Data With Consumer Input

Data from tools like Place.AI isn’t the only source of information for PEDC. The organization is currently collecting survey responses in English and en Español to learn what kinds of businesses and amenities residents want. This survey is a great way to share what you think the city needs, whether that means more nightlife options or fun activities for families.

This survey information will guide PEDC’s recruiting initiatives throughout the year. It will determine which companies the team meets with and what kinds of opportunities they work to bring to Pasadena.

The Placer.AI data can prove that Pasadena is a viable option for businesses, while the Economic Vision Survey guides PEDC to specific business opportunities to explore. Different information sources can work together to create a better community of Pasadena families. 

Learn More About PEDC

Economic development covers a wide range of issues, from business attraction and retention to entrepreneur support, housing, and quality of life. If you are new to learning about PEDC, read our latest news stories. We frequently share updates about projects and opportunities for residents to get involved. You can also reach out directly for business support or ask questions about our work. We can’t wait to help you.