Thursday, September 25, 2025

Pasadena Joins County Billboard Campaign to Support Fire-Affected Businesses

Local businesses impacted by January wildfires included in regional recovery effort

Pasadena is among several cities participating in Los Angeles County’s new billboard campaign aimed at helping small and micro businesses recover from the January wildfires, including the Eaton and Palisades fires.

According to a press release issued by the Los Angeles County Department of Economic Opportunity, the County has installed 23 billboards across the region to promote its “Shop Local. Dine Local. Recover Local.” initiative. The campaign encourages residents to support businesses that suffered property damage, revenue loss and customer decline due to the fires.

The billboard placements include digital premier panels, digital bulletins, transit shelters and printed postal panels. They will remain in place through November. Clear Channel Outdoor partnered with the County to display the messaging.

“Small businesses are the backbone of our local economy, and their recovery is essential to our communities’ recovery,” said Kathryn Barger, Chair of the Los Angeles County Board of Supervisors, in the statement. “Shopping and dining locally is one of the most impactful ways residents can help wildfire survivors who are small business owners.”

The campaign was initiated by a motion introduced by Barger in April and formally launched by the Department of Economic Opportunity in July.

“Recovering from the Eaton and Palisades fires will take all of us,” said Kelly LoBianco, Director of the Department of Economic Opportunity. “These billboards are a powerful reminder that everyday choices—where we shop and where we eat—have a direct impact on helping our neighbors rebuild and thrive.”

Businesses in or near fire-impacted areas are invited to register at shoplocal.la to be featured in the Recovery Local Business Directory. Participating businesses receive promotional support, marketing tools and other services. Residents are encouraged to take the Shop Local Pledge and use the website to discover events and promotions.

Pasadena joins Los Angeles, Santa Monica and Malibu in supporting the campaign, along with organizations such as Together for LA, the California Restaurant Association, Regarding Her, the Latino Restaurant Association, the Independent Hospitality Coalition and the Los Angeles County Economic Development Corporation.

For more call information  (213) 738-2590 or email DEO@opportunity.lacounty.gov. Website: https://opportunity.lacounty.gov.