LOS ANGELES – A new countywide campaign aims to drive customers back to small businesses still struggling six months after the devastating January wildfires that scorched communities across Los Angeles County.
The Shop Local. Dine Local. Recover Local. initiative targets businesses hardest hit by the Eaton and Palisades fires, particularly those in Altadena, Pacific Palisades and surrounding areas that lost property, revenue and foot traffic during the disaster.
County Board of Supervisors Chair Kathryn Barger said the campaign addresses ongoing economic challenges facing businesses that survived the fires but continue battling reduced customer traffic and revenue losses.
“The Eaton Fire took so much from our communities, including many of the small businesses that are the backbone of our local economy,” Barger said. “While some were lost entirely, others are still here and they’re fighting to survive the impacts of lost customers and foot traffic.”
The campaign creates an online directory where fire-impacted businesses can register to receive promotional support and access to marketing tools and recovery resources. Residents can take a “Shop Local Pledge” and explore participating businesses through the shoplocal.la website.
Local activations are planned in coordination with cities and community partners to increase visibility and encourage in-person visits to commercial corridors across the county, according to campaign organizers.
The initiative partners with Santa Monica, Los Angeles, Malibu and Pasadena, along with organizations including Together for LA, the California Restaurant Association, Regarding Her, the Latino Restaurant Association, the Los Angeles County Economic Development Corporation and the Independent Hospitality Coalition.
The campaign builds on existing county recovery efforts, including the $19.1 million LA Region Small Business and Worker Relief Fund, which has supported more than 1,370 businesses and 2,300 workers across the region since the fires.
The county also launched the Fire Recovery Resilience Workforce Program, providing paid transitional work opportunities and support for 1,000 displaced workers. The program receives $20 million from the state’s Employment Development Department through the National Dislocated Worker and Additional Assistance Grant.
The Department of Economic Opportunity also advocated for AB 338, which allocates $5 million in the fiscal year 2025-2026 state budget for the California Workforce Development Board to support wildfire-impacted communities in Los Angeles and Ventura counties.
The January windstorm and wildfires destroyed thousands of structures and displaced entire communities, creating lasting economic impacts that extend beyond immediate property damage. Many businesses in fire-affected areas report continued challenges with reduced customer traffic and supply chain disruptions.
The campaign website provides resources for both businesses seeking support and residents looking to participate in local economic recovery efforts.
