Wednesday, May 27, 2026

Altadena Businesses Get Free Marketing Help as Fire Recovery Drags On

County program offers website builds, social media support, and storefront facelifts to shops still struggling nearly a year and a half after the Eaton Fire

The storefronts that survived the Eaton Fire are still standing. The customers, in many cases, are not back yet.

A new county program announced Tuesday aims to help change that, offering Altadena small businesses free, individualized marketing support from building websites and running social media campaigns to installing new signage and painting murals on their walls. Enrollment in the Shop Local Marketing Lab+ is open through June 8, according to a press release from Los Angeles County Supervisor Kathryn Barger’s office.

The program is led by the LA County Department of Economic Opportunity and supported by partnerships with Google and SoCal Grantmakers, the regional philanthropic association. It is the latest component of the county’s broader “Shop Local. Dine Local. Recover Local.” campaign, which Barger launched in July 2025 to stabilize brick-and-mortar businesses in the unincorporated community that had lost foot traffic and revenue after the January 2025 fire.

The Eaton Fire destroyed more than 9,400 structures and killed 19 people. Roughly half of Altadena’s businesses were wiped out, according to Altadena Chamber of Commerce President Judy Matthews. Those that remained have faced steep drops in customers as displaced residents have been slow to return only about half of the more than 6,000 households that lost homes had applied to rebuild as of early April, according to Barger’s office.

“Small business owners deserve ongoing support as they continue navigating tough economic conditions in the aftermath of the wildfires,” Barger said in the press release. “Altadena’s small businesses are essential to the identity and vitality of the community, and we are committed to helping them thrive.”

The Marketing Lab+ offers two tracks of support, according to the press release. The digital marketing track provides services tailored to each business, including website development, social media content creation, video marketing, targeted advertising, search engine optimization, branding, and professional photography. The physical storefront track helps businesses improve curb appeal through custom signage, painted murals, and decorative awnings.

“We know Altadena businesses are still impacted by the fires and it will take time for a full recovery,” DEO Director Kelly LoBianco said in the press release. “They have shared their need to amplify their presence and access loyal and new customer bases in creative ways to keep their doors open.”

To qualify, businesses must be located and operating in Altadena, demonstrate financial impact from the Eaton Fire, and operate from a brick-and-mortar commercial location, the press release stated. Businesses with fewer than 100 employees and less than $6 million in annual revenue are encouraged to apply. Services will continue through the summer of 2026.

Some businesses may complete enrollment online, while others may be asked to enroll in person at the Altadena One Stop Permit Center, 464 W. Woodbury Rd., Suite 210. For more information, visit shoplocal.la/marketing-lab.

The program adds to a series of county-led recovery efforts for Altadena’s commercial corridors. The Shop Local LA County Gift Card Program has generated more than $300,000 for fire-impacted businesses, according to Barger’s office. In January, the Department of Economic Opportunity launched a five-part Business Labs Series offering workshops on digital marketing, artificial intelligence, government contracting, and legal aid.