Making Measure H Real: Outreach and Education for Pasadena’s Rent Stabilization Department
Through Their Eyes: Reconnecting Communities Displaced by the 710 Freeway
Over the past year and a half, Allegra Consulting has had the honor of leading a deeply personal project: SR 710 Freeway Construction – Reconnecting Communities, in partnership with the City of Pasadena. This effort was centered on documenting the stories of families, businesses, and institutions displaced by freeway construction in the 1960s and 1970s—a time when entire communities of color were uprooted with little warning and fewer protections.
These weren’t just infrastructure projects—they were life-altering events. We heard from elders who were children when their homes were taken, and from descendants still navigating the long-term impacts of displacement. In total, we connected with over 150 individuals and families, many with roots in Pasadena dating back to the late 1800s.
Community-Led Outreach
Between April and July 2024, our team conducted a multilingual outreach campaign—in English, Spanish, and Japanese—supported by The Robert Group and Perkins Eastman. We hosted 35 workshops, recorded 32 oral histories, and produced 14 videos. The centerpiece of the project was Amplify, a 38-minute documentary that has reached over 1,000 viewers and continues to be screened across the city.
What We Heard
The stories we collected reveal a complex and painful legacy:
- Systemic displacement of African American, Latino, and Japanese American communities
- Loss of generational wealth through home and business removal
- Environmental impacts like noise and pollution that continue today
- Frustration over the overlap between the SR 710 and I-210 projects
- Resilience and pride that still define many of the impacted families
Key Takeaways
This project is not just a look back—it’s a call forward. The report recommends:
- Preserving and sharing these oral histories publicly
- Addressing historical injustices through housing and economic support
- Investing in cultural landmarks like First AME Church
- Centering equity in urban planning
- Acknowledging the harm and prioritizing community healing
By the Numbers
- 159 community contacts
- 49 displaced residents & 42 displaced businesses
- 1.1M+ digital impressions
- 1.5M bus shelter views
- 360,000 transit ad views
- 4,000+ digital engagements
This work affirms what many already knew: the legacy of displacement is ongoing—but so is the strength of the community. We’re proud to help tell their stories.
