While many of the Altadena entrepreneurial community remain optimistic about the recovery, several business owners have described long and difficult roads as they go. Some companies have been completely burned to the ground, while others face long-term displacement due to damage and smoke. For those lucky enough that the brick and mortar store still stand, they are surrounded by what they described in interviews as “Ground Zero.”
When the Los Angeles wildfires swept Southern California in January, Barbara Shay lost far more than the building that houses the cafe she owns.
No ingredients are available for menu items such as grits and pancakes. From former President Barack Obama to actor Richard Pryor lined up on the wall, there are no more pictures of the icons. Also, decades of work from Shea’s family were gone.
“I’m still in shock,” Shay said in an interview with CNBC. “It’s an emotional roller coaster. It’s just for me, not just for everyone.”
Shay is part of a diverse fabric of small owners in Altadena, a town about 15 miles downtown Los Angeles, and was hit hard by the flames last month. As the community begins its long-standing restructuring process, entrepreneurs like Shay are beginning to move their path forward.
She plans to rebuild the Little Redhen Coffee Shop from 70 years ago, and is evaluating the finances for opening temporary storefronts or pop-ups. Business spans generations. After following in the footsteps of her mother and siblings who own the business, she works with her daughter and grandchildren.
However, while many of the Altadena entrepreneurial community remain optimistic about the recovery, several business owners have described long and difficult roads as they go.
Some companies have been burned completely to the ground like Shaye, while others face long-term displacement due to damage and smoke. For those lucky enough that the brick and mortar store still stand, they are surrounded by what they described in interviews as “Ground Zero.”
“It’s immeasurable,” said Henri Wood, who owned a cannabis business called The Flourish Group, which was burnt out. “The once-vibrant and vibrant community was just completely gone.”
Lokman Vural Elibol |Anadoru | Getty Images
On January 12, 2025, a view of Elliott Arts Magnet Academy and the Explosion Auditorium at the supermarket in Altadena, Los Angeles, California.
“Resilient Community”
The diversity of Altadena cannot be kept modest. Census data shows that over half of the population are people of color, with Latinos accounting for 27% of the population and blacks accounting for 18%.
Altadena was historically known as the hub of black families and businesses as it is one of the only Los Angeles County areas not exempt during the civil rights movement. The Associated Press found that Altadena’s black homeownership rate is now above 80%, almost twice the national average.
But Altadena’s business owners, many of whom have grown up and now they are raising their families, but are worried that the fire will leave its diversity on the tile rub. Emekachukura, founder of the Community Culture Centre Rhythm, said she is concerned that the fire will promote gentrification that is already taking place in the neighborhood.
According to Altadena Heritage, in 1980 black residents made up more than 40% of the town’s population. That percentage has since gone over half. Chukura has been selling Altadena branded products so that the community and its diversity will not be forgotten by the wider society.
“We want to keep developers and those people at bay, so we can hold onto what has been built for generations,” Chukwula said. “This is in a book on history as a resilient community and I hope that we (or otherwise, we all can stay to tell the story.”
Daniel Cole | Reuters
Firefighters and search and rescue team members stand near the banner on January 15, 2025 in Altadena, Los Angeles County, California, USA.
Insurance agent Marisela Villamontes has seen a direct response from homeowners in the town at the foot of San Gabriel Mountains. Many are used to the fire due to their geographical locations, she said, but they didn’t expect the destruction they’d see in January. Accuweather estimates the fatal fire caused more than $250 billion in damage and economic losses.
Villamontes, who had lived in Altadena for nearly 25 years, woke up the morning after a fire at the shelter. By early that morning, she had begun receiving calls while still in the shelter from clients looking for guidance on claims for lost property.
It’s the same document she fills in. A day later, shortly after calling the shelter, Viramontes learns that both her home and her car had been destroyed. Her office needs several months of repair due to smoke damage.
“Everyone asks, ‘What can I do?’, how can I help you? ” said Villa Montes, who lives and works at his parents’ house nearby. “It’s very difficult to answer that question when you don’t know.”
Jason Armand | Los Angeles Times | Getty Images
Community members stopped by the donation center that took over the parking lot at Santa Anita Racecourse after the eton fire in Arcadia, California on Monday, January 13, 2025, to gather many of their necessary food, water, clothing and supplies.
As businesses begin draft plans to clear their land and build new structures, they plan how to achieve their objectives in the short term.
Wood’s Cannabis Shop, for example, connects customers directly with providers while understanding their long-term strategies. He called donations and mutual aid the “lifeline” of business. He said marijuana has been excluded from several government assistance programs as it is not legalized by the federal government.
I’m looking for “healing”
Several entrepreneurs interviewed by CNBC said they were considering short-term rentals. They are also considering business loans, but are concerned about paying the financial outlook for their venture.
Through it, these owners have not forgotten that they are part of the community they are stepping up to meet in the moment.
Robert Gautier | Los Angeles Times | Getty Images
Steve Salinas runs off the rooftop of a neighbor in Altadena, California, into a hose to protect herself from the intense heat on January 8, 2025, as a wildfire is raging in the Los Angeles area.
Steve Salinas, who owned the bicycle shop of the same name in Altadena for nearly 40 years, has repaired donated bikes and rehomed them with community members. He has obtained parts donated through GoFundMe from other shops and financial support.
“It’s like a pitch to help everyone as much as possible,” said Salinas, who is looking for short-term rental space after his store burns out. “People who have lost everything are donating their time and their resources, and most importantly, their connections are there to help others in the community heal.”
Similarly, the village’s Chukwula rhythm opened a complimentary boutique with clothing and other essentials in his family’s home. This is the temporary headquarters of a business that previously offered drum lessons and classes on Nigerian and African history after the storefront burned out.
Chukura said he is committed to maintaining business in the Altadena region. When he scouts the new location at the center, he plans to buy this time instead of rent.
“The structure is down,” he said, “But the spirit of the community is up.”
Some of the businesses featured in this story have GoFundMe pages set up for donations. Here’s the link:
– NBC News contributed to this report.
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