Wednesday, June 24, 2026

Backpacks and School Supplies to Return to the Rose Bowl for Pasadena and Altadena Families

Archival images show Councilmember Tyron Hampton and local students at the 2024 backpack giveaway in the Rose Bowl parking lot.

A third annual giveaway will aid local students, including fire survivors, ahead of the new school year

Thousands of Pasadena and Altadena students will be able to pick up free backpacks and school supplies at the Rose Bowl Stadium on Sunday, Aug. 2, when the third annual Dena Community Backpack Giveaway returns from 10 a.m. to 3 p.m.

The free event, hosted by the Rose Bowl Institute and the Rose Bowl Stadium, will offer backpacks, school supplies, family resources, food, entertainment and youth activities to families across Pasadena, Altadena and surrounding communities, according to a stadium press release. Organizers say the giveaway will support fire survivors as they prepare for the school year.

Four organizations are partnering on the event: Neighborhood Servants, the Pasadena Educational Foundation, Project Passion and Shriners Los Angeles.

At last year’s event, more than 2,500 backpacks filled with school supplies and resources were handed out, the stadium said. Families were welcomed into the stadium’s locker rooms and onto the field, where children took part in games, jumpers, sports activities and interactive experiences alongside vendor booths and live entertainment.

“The Dena Community Backpack Giveaway is about more than providing school supplies, it’s about ensuring every child begins the school year with confidence, excitement, and the support of an entire community behind them,” said Jens Weiden, chief executive officer of the Rose Bowl Stadium, in the release.

“We are looking forward to collaborating with local organizations and community leaders to create an unforgettable experience for families while helping students succeed in the classroom,” Weiden said.

Michelle White, executive director of Neighborhood Servants, said in the release that the drive would aid families recovering from fire. “This event will support fire survivors and our local communities as they prepare for the upcoming school year,” she said.

White said the event continues to expand. “This year, we hope to reach even more people and double our impact by helping students start the school year with the confidence and supplies they need to succeed,” she said.

Organizers said they are seeking sponsors, donors, volunteers and community partners to support the 2026 distribution. Contributions will support the distribution of school supplies and refreshments, community resource outreach, family activities and event-day operations, according to the release.

Families are encouraged to register in advance, and questions about community support can be directed to Dominick Correy at dcorrey@rosebowlstadium.com, according to the release.

White said the giveaway’s reach reflects a shared community effort. “Each year, this event continues to grow, bringing our community together to support local students and families,” she said.