February 14, 2007

Erlinda L. Romo Appointed Executive Director of Playhouse District Association
Kicks Off Banner Installation Program

Pasadena, CA – The Playhouse District Association has appointed Erlinda L. Romo as their new Executive Director.

“We are delighted to have hired Erlinda Romo to take the organization forward in the next five years” said Lyla White, President of the Playhouse District Association.

Romo brings a wealth of experience in downtown management to the Playhouse District. She previously served as the Executive Director for several downtowns in the San Gabriel Valley including; Alhambra, Montebello, and Old Pasadena.

Romo has broad experiences in a variety of Economic Development programs among them; operating and managing redevelopment, development strategies, business promotion, community liaison, retail recruitment, and business retention. She has worked in Economic Development most recently for the City of San Gabriel where she served as Economic Development Specialist. Prior to that she was the Business District Coordinator for the City of Pasadena. “It is wonderful to be working again in Pasadena. The Playhouse District is so rich, and inspiring it is a pleasure to represent the District and work with a phenomenal Board of Directors. I hope to add to the strides made by the District in the past five years” said Erlinda Romo.

One of the first projects that Romo undertook is the banner installation project, part of the Playhouse District Streetscapes, Walkways and Alleys Program. Banners were installed in 125 different locations throughout the thirty-three block area. These festive colorful banners provide overall cohesiveness to the district serving to unite and provide identity. The signage concept takes its cue from a harlequin theme - bright, parti-colored and spangled – and creates a unique, distinctive atmosphere in the district that evokes the romantic, playful and theatrical character which the Playhouse District is known for.

The Playhouse District Association serves to enhance and promote the Playhouse District as the historic, cultural, and thriving commercial heart of the community.

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