Small business owners in Altadena, California, are grappling with uncertain futures following the recent wildfires that swept through the region. While some businesses were completely destroyed, others are dealing with long-term displacement from smoke and structural damage. Entrepreneurs are now navigating financial and logistical hurdles as they work toward rebuilding.
Challenging Recovery for Small Businesses
Among those affected is Barbara Shay, whose family-owned café, Little Red Hen, was reduced to ashes. Beyond losing physical infrastructure, she lost decades of family labor and cherished memorabilia. “It’s an emotional roller coaster,” Shay shared, reflecting on the devastation.
Other businesses, including Henri Wood’s cannabis company, The Flourish Group, also suffered complete losses. “The vibrant community we knew is just gone,” Wood remarked. Business owners are now applying for financial aid, exploring temporary locations, and considering crowdfunding efforts to stay afloat.
A Community with Deep Roots
Altadena has long been a diverse and historically significant hub for Black and Latino families. Concerns about gentrification were already present before the fires, but now many fear the disaster will accelerate demographic shifts by pushing out long-time residents and business owners.
Entrepreneurs like Emeka Chukwurah, founder of Rhythms of the Village, emphasize the importance of maintaining community identity. “We need to ensure developers don’t displace those who have been here for generations,” he said. Chukwurah has even launched a free boutique from his home to assist those who lost everything.
Financial Uncertainty and Rebuilding Plans
Insurance agent Maricela Viramontes has fielded calls from homeowners desperate for guidance on claims. The wildfires caused over $250 billion in estimated damages, according to AccuWeather, leaving many questioning whether they can afford to rebuild.
Business owners are considering various avenues to stay operational. Some, like Wood, are connecting directly with customers while searching for new locations. Others are relying on mutual aid efforts and online fundraising campaigns. However, strict federal regulations prevent cannabis-related businesses from accessing government assistance, leaving owners in a particularly difficult position.
Resilience and Community Support
Despite the obstacles, community members are stepping up to support each other. Steve Salinas, owner of a longtime bike shop, has been repairing donated bikes for those in need. He’s receiving contributions from other local businesses and donors to help restore his operations.
“People who have lost everything are still finding ways to give back,” Salinas noted. “That’s the true spirit of Altadena.”
How to Help
For those looking to support small businesses in Altadena, several GoFundMe pages have been created:
The recovery process is expected to take years, but Altadena’s business owners remain determined to rebuild and preserve their community’s rich history.
