About us

Our mission

Latino Heritage is dedicated to promoting knowledge of Latino experience and history through cultural and educational programs in Pasadena and the San Gabriel Valley.

A Bit of History

Lovely red rose with a green stem.Founded in 1998, Latino Heritage provides positive educational outreach on the history and culture of Latinos in Pasadena and the San Gabriel Valley. Our method of collaborative work with other organizations helps us to reflect the diversity of our city and region.

The organization’s largest and consistently successful program is the annual Latino Heritage Parade & jamaica. This event takes place in Northwest Pasadena each Fall. Our history is celebrated through education and by showcasing diverse groups of positive Latino role models. People have a good time while learning about each other’s history at the community level.

We like to think of this as a family party; with a really big family. The Parade & jamaica alone directly serves approximately 1,500 people each year. The majority of those participating in the event live in Northwest Pasadena.


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