We were lucky to catch up with Julia Long recently and have shared our conversation below.

Julia, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with the decision of whether to donate a percentage of sales to an organization or cause – we’d love to hear the backstory of how you thought through this.

One of our favorite tours was the “Secret Gardens of Pasadena,” which gave participants a chance to explore both a publicly accessible garden and a privately owned garden—two beautiful spaces that aren’t on the usual radar. What made this tour especially meaningful to us was the opportunity to support the gardens themselves. We decided that the majority of the ticket sales would go directly to the gardens, helping to fund their upkeep and ensure their continued presence in the community.

It wasn’t just about creating a great tour experience—it was about making a small, positive impact. These gardens are such peaceful, inspiring places, and we wanted to give back to them in a way that would help them continue thriving for future visitors.

We hoped to cultivate a deeper connection between the community and the natural spaces that enrich our city. Supporting the preservation of these gardens aligned with our mission of fostering appreciation for Pasadena’s hidden treasures, and we were thrilled to be able to contribute to their future in such a meaningful way.

This experience reinforced our belief that tourism can be a force for good, and that by connecting people with the places they love, we can also help support the causes that matter. It’s something we aim to continue in future tours, finding ways to give back to the places and organizations that make Pasadena such a vibrant and inspiring community.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Pasadena Walking Tours was established in 2017 with a passion for bringing the rich history, vibrant culture, and unique neighborhoods of Pasadena to life for both locals and visitors. Our tours offer a chance to explore the hidden gems, architectural marvels, and fascinating stories that make Pasadena such a special place. Whether you’re a resident looking to deepen your connection with the city or a traveler discovering it for the first time, our goal is to make each experience both engaging and informative—one sidewalk story at a time.

As a proud independent business, we are women-owned and locally operated, which means we have a personal stake in the community we serve. We believe in supporting local businesses, highlighting the unique character of our neighborhoods, and sharing our love for Pasadena with all who join us. Every tour is crafted with care, blending historical insights, cultural highlights, and a touch of local flavor to offer a truly memorable experience. At Pasadena Walking Tours, we’re not just sharing stories; we’re building connections and creating lasting memories with each step.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Just a few months after launching Pasadena Walking Tours, we faced one of our first big marketing challenges. It was early February, and we were looking at Valentine’s Day approaching—a time when most businesses are promoting romantic dinners, couples’ spa treatments, or cozy date nights. We weren’t quite sure how to position ourselves within that market. After all, our tours focused on history, culture, and a deep dive into Pasadena’s past—fun and informative, yes, but not exactly what you’d think of as a typical Valentine’s Day experience.

Then, we had an idea. What if we took a completely unexpected approach? Rather than offering the usual romantic spin, we leaned into something more unusual, even a little offbeat—our “Haunted Pasadena” tour. It was quirky, different, and definitely not what you’d expect for Valentine’s Day. But that was the whole point: we wanted to attract people looking for something unique to do with their loved ones. With that, the “My Spooky Valentine” haunted walking tour was born.

We took a risk. We created bold, unique artwork, designed specifically for the occasion, and started promoting it with the tagline: “For couples who love a little fright with their night.” We knew it wasn’t a conventional choice, and honestly, we had low expectations. Would anyone actually want to spend their Valentine’s Day hearing ghost stories and exploring haunted corners of Pasadena?

As the days went by, we watched the interest grow. First, it was just a trickle of bookings, and then, all of a sudden, it exploded. Our “My Spooky Valentine” tour became the fastest-selling tour we’d ever offered. We were thrilled and amazed by how quickly it resonated with people.

There was this moment, sitting in the office, watching tickets sell out faster than we could have ever imagined, where we felt the rush of knowing we had taken a gamble—and it paid off in ways we never expected. It was exhilarating! We had created something that tapped into a desire for something different, something fun, and a little spooky, even on a day dedicated to love and romance.

To this day, “My Spooky Valentine” remains one of our most popular experiences and a reminder that sometimes the biggest rewards come from taking a leap and trusting your instincts—even when the odds seem stacked against you. It taught us to embrace creativity and boldness in our marketing, and to never be afraid to think outside the box.

How’d you build such a strong reputation within your market?

Our reputation in the market has been built on a foundation of accuracy, passion, and a deep love for storytelling. From the beginning, we made it a priority to ensure that every fact, story, and historical detail we share is thoroughly researched and accurate. We believe that history is more than just a collection of dates and events—it’s the heartbeat of a community, and when it’s shared in a creative and engaging way, it can bring the past to life in a way that resonates with people.

Both of us have a genuine love for history and research, and that’s something we infuse into every tour we create. We constantly strive to find new, interesting, and creative ways to share Pasadena’s rich past, whether it’s through uncovering lesser-known stories or offering fresh perspectives on well-known landmarks. We believe that history is something everyone can appreciate, no matter their background or experience, and that understanding the history of a place makes life richer and more meaningful.

What has been especially rewarding for us is the response from the local community. A large portion of our guests are Pasadena residents who, in many cases, have lived here their entire lives but never knew the fascinating stories hidden in their own backyard. It’s a privilege to foster a deeper connection between these locals and the city they call home, showing them a side of Pasadena they may have never experienced before.

We think what has really helped us stand out is our commitment to making history accessible, accurate, and fun. People appreciate that we take the time to get the details right, and they can trust that the stories we share are backed by solid research. But beyond that, we’ve built a reputation for creating tours that feel personal, engaging, and dynamic. We don’t just tell the stories of Pasadena—we invite people to step into them and feel a part of the city’s ongoing narrative.

Ultimately, it’s that combination of intellectual rigor and heartfelt passion that we think has helped us carve out a reputation in the market. We take pride in knowing that our work has helped locals and visitors alike see Pasadena in a new light, and we’re excited to continue finding new ways to share the stories that make this city so special.

Contact Info:

• Website: https://www.pasadenawalkingtours.com/
• Instagram: @pasadenawalkingtours
• Facebook: https://www.facebook.com/PasadenaWalkingTours
• Yelp: https://www.yelp.com/biz/pasadena-walking-tours-pasadena-2

Image Credits

James Staub
Michelle Shiers
Jenny Goodwin
Julia Long