What Every Pasadena Business Should Know About the Facade Forward Grant

Are you looking to attract new customers to your business? Consider updating your exterior to attract new customers driving by. The Pasadena Economic Development Corporation (PEDC) is accepting applications for the Facade Forward Grant, which matches exterior repairs and improvements up to $50,000. 

“Many small businesses run on tight profit margins and don’t have the funds to launch major improvement projects,” says Arturo Marquez, Director of Economic Development for PEDC. “This program supplements the costs associated with exterior improvements, so companies can bring in new business, while also benefiting the Pasadena community.”

If you are considering updating your signage, painting your exterior, or adding accessibility features, read about this grant. You might qualify for funding from the local economic development team. 

How does the grant work? 

The Facade Forward Grant is a matching grant, which means PEDC will match up to 50% of the project costs, up to $50,000. For example, if you need to spend $10,000 to update your signage, PEDC will cover $5,000, and your business will pay the remaining $5,000. Because this is a grant, not a loan, you do not need to pay the money back.  

Businesses will not receive the grant money up front. Instead, they will be reimbursed after the improvements are complete. The business owner will submit invoices, receipts, and other documentation to demonstrate that the work has been done. Then, PEDC will send a check to the company. 

When should you apply for the grant?

This grant is only eligible for projects that have not started. If you have already made exterior improvements or are in the middle of construction, you cannot apply for reimbursement. This is because PEDC needs to review and approve your application to confirm you qualify for grant funding.

Applications are accepted year-round. If you have a project you want to complete in the near future, start developing your application today. 

What improvements will the grant cover?

Business owners can apply for grant funding to improve the exterior appearance and functionality of their storefronts. No interior improvements can be funded by the grant. A few examples of projects that would be approved include: 

• Exterior painting and façade restoration
• Awnings, signage, and storefront upgrades
• Lighting improvements for visibility and safety
• Landscaping and planters
• ADA accessibility improvements

PEDC is focused on funding permanent improvements that support city revitalization. This grant is not meant to cover temporary signage (such as banners announcing sales), marketing tactics (such as inflatable mascots), or seasonal landscaping.

Applications will be reviewed by the PEDC board of directors monthly and evaluated based on eligibility, project impact, design quality, and alignment with the program’s revitalization goals. 

What are the benefits of this grant to the City of Pasadena?

The Facade Forward Grant supports the business community by making improvements more affordable. In the short run, companies spend less on exterior improvements because their project costs are matched by the grant. This means projects can move forward sooner. In the long run, businesses benefit from increased customers because their exteriors are more attractive. New customers might walk through their doors who had never noticed the company before. 

The city of Pasadena also benefits from facade improvements. These upgrades support community revitalization. They make shopping centers and streets look more welcoming, encouraging non-Pasadena residents to stop in. This supports the city’s tourism efforts to bring in visitors from across Houston, greater Texas, and the entire United States. 

More visitors mean more customers for businesses. These customers pay sales tax, which PEDC collects a half-cent on every dollar, as well as other government programs. 

Review the Grant Guidelines and Apply Today

Review the Facade Forward Grant page for additional information, FAQs, and the online application. PEDC wants to make it easy for companies to submit projects and update their exteriors. Grant guidelines are outlined in English and Spanish, and there’s even a downloadable checklist to make sure you have everything in order.

Contact PEDC if you have any questions about the Facade Forward Grant or want to discuss opportunities and challenges related to your business. Our team is dedicated to the Pasadena business community, and we will do our best to help you whenever we can. Before we meet, check out our online resources for free market research and options for connecting with other partners. You might be surprised at how they can help you.