Monday, March 10, 2025

Rising From the Ashes: Women Financial Leaders Help Guide Pasadena’s Economic Recovery After Eaton Fire

Local leaders address economic challenges faced by women in Pasadena’s ongoing recovery efforts

Two months after the Eaton Fire destroyed over 9,400 homes and businesses in Pasadena and Altadena, financial experts will gather to help women rebuild their financial lives at the upcoming workshop.

The free HERstory 2025 event, scheduled for Thursday, March 13, from 5 to 8 p.m. at All Saints Church Learning Center, will focus on financial literacy and resilience strategies for women.

Financial uncertainty, displacement, and expenses have affected women in the aftermath of the January 7 disaster that caused 17 fatalities and left families struggling to recover.

“We’ve been noticing that finding housing in the surrounding area has been a challenge,” said Diana Herrera, Regional Branch Manager for Pasadena Federal Credit Union, who will present at the event. “We’ve seen many people moving to Commerce, Inglewood, and Orange County to find housing, or several family members have to live under one roof. I’ve heard of as many as 20 people sharing housing in one house.”

The workshop, organized by the Pasadena Commission on the Status of Women, will feature strategies for building emergency funds, rebuilding credit, and accessing financial assistance programs for disaster victims.

Tonetta Conner, Managing Partner at the Harrington Group CPA firm and one of the event’s speakers, emphasized the importance of saving practices, even when starting with small amounts.

“It’s like no amount is ever too small to start saving. When you think about it, it’s sort of compounding on itself,” Conner said.

Both experts acknowledged that women face financial challenges after disasters, including job loss in single-income households, caregiving responsibilities, and limited control over family finances.

“The biggest hurdle – and that’s not very much with the women, but I think it’s people in general – is really finding (financing) in areas and ways that you can save in your everyday life expenses to create a small cushion to be able to save,” Conner explained.

Conner will cover tax filing basics and highlight tax relief programs for disaster victims affected by the Eaton Fire.

Herrera will address credit rebuilding strategies, advising attendees to prioritize timely payments and focus on reducing high-interest debt to improve their financial standing.

“To rebuild the credit, of course, is to make all your payments on time, as much as you can set up automatic payments to ensure you never miss a due date,” Herrera recommended.

Her approach includes reviewing credit reports, negotiating with creditors for lower interest rates, and considering debt consolidation when appropriate.

The workshop will highlight resources available through financial institutions, nonprofit organizations, and government agencies that offer assistance programs for disaster recovery.

Conner advocated for women maintaining personal funds separate from family accounts as “a sense of worth” and financial security, particularly for those without primary control over household finances.

“I think it’s always important to just have even personal set-asides, family set-asides and things like that,” Conner said, emphasizing the importance of securing one’s financial future.

“I think financial empowerment is not just having the products and services. It’s about building strong financial habits,” Herrera said.

The event, which will also feature Maria Khader, Certified Retirement Plan Specialist, is part of community efforts to support Pasadena and Altadena residents in rebuilding their financial foundations following the Eaton Fire.

The Learning Center at All Saints Church is located at 132 N. Euclid Ave. in Pasadena.

To register for the HERstory event, visit bit.ly/HERstory2025.

For more information, call (626) 744-7311 or visit https://www.cityofpasadena.net/event/herstory-2025/.