About Sierra Madre. Just east of Pasadena is the foothill town of Sierra Madre. The charming community of just under 11,000 residents was founded in the late 1800s and incorporated in 1907. Walking through the town you can’t help notice the variety of architectural styles that capture Sierra Madre’s history. From Spanish Colonial Revival to Craftsman and Mid-Century Modern. The downtown is central to daily life in Sierra Madre with cafés, restaurants and a grocery. Sierra Madre also has its own thriving arts community that includes painters, sculptors and stain glass artists—all coming together during the town’s annual Art Fair in the spring time.