By Ray Richardson
Contributing Writer
ALTADENA — The smoke and flames from the Eaton fire may have finally vanished here, but many Black residents say they face another uphill battle that threatens the survival of their community.
Real estate investors are approaching Black residents who lost homes or businesses with at least six-figure offers to sell their properties, a strategy that could ultimately reshape the demographics in Altadena.
The response from a significant number of Black property owners has been loud and clear.
“Altadena is not for sale,” said Keith Kennebrew, pastor of Hillside Tabernacle Church and former president of the city’s NAACP chapter. “When you have property, you have generational wealth. We’re not ready to give that up.”
Eighteen percent of the Altadena population, an unincorporated community of approximately 42,000, is Black.
While Altadena struggles to regroup after the wildfires devastation, many of the community’s Black residents are facing the agonizing decision of rebuilding or taking the money and moving on.
Inadequate insurance policies to rebuild are tempting some Black residents to take the offers. One pastor in Altadena is conducting group seminars for members of his congregation on how to sell their damaged homes and property.
Kennebrew’s church was among several Black churches lost in the wildfire. The loss didn’t stop an investor from offering him $3 million to sell his property.
Kennebrew said he got a letter detailing the offer, then a follow-up phone call. He told the investor no.
The issue for Kennebrew and members of the Clergy Community Coalition, a group of Altadena religious leaders trying to fight off predatory investors, is how long can Black residents resist the temptation of cutting their losses and starting over somewhere else.
“My office is assisting the ministers to set up legal services for the residents here so they can make the right decisions,” U.S. Rep. Maxine Waters said at a press conference Jan. 28 at Charles R. White Park in Altadena. “We know the scammers are out there. They’re trying to get a hold of our people by waving a little money in front of them. We’re telling people don’t say yes until you get more legal opinions.”
Waters joined U.S. Rep. Judy Chu, who represents Altadena, and other civic and community leaders at the park to show support for the city’s Black residents and ensure more resources are on the way.
Ed Lewis, founder of Essence Magazine, attended the press conference to deliver a check for $100,000 to assist in relief efforts. Lewis presented the check to Jean Burch, pastor of Community Bible Church in Altadena and board chair of the coalition.
At the same time of the press conference, Gov. Gavin Newsom was at Dodger Stadium announcing the creation of a new fundraising initiative to help rebuilding efforts for all areas damaged by the wildfires.
Newsom recruited Lakers legend Magic Johnson, Dodgers chairman Mark Walter and Casey Wasserman, head of the 2028 Los Angeles Summer Olympics organizing committee, to lead the fundraising efforts.
Johnson revealed his specific plans when he spoke at Newsom’s press conference.
“My focus will be on the people of Altadena,” Johnson said. “Those people may get left behind. I want to make sure that doesn’t happen.”
Johnson has a personal connection to Altadena. He opened a Magic Johnson 24-Hour Fitness Center there in 1987.
Kennebrew was encouraged by Johnson’s remarks.
“Because Magic has invested with us before, his comments indicate his heart is still with us,” Kennebrew said.
Altadena is still waiting on a clarification on what assistance the city will get from the federal government. President Donald Trump visited the Pacific Palisades Jan. 24, but he did not make a stop in Altadena.
Chu spoke briefly with Trump during his visit and got assurances from the president that “California would 100% get what it needs” to rebuild.
Trump, however, had a different assessment on the situation a day later, indicating possible “conditions” for federal assistance, including the possibility of demanding “Voter ID” laws in California before funding is approved.
The threat of conditions for federal aid did not sit well with Chu, who urged Trump to come to California to tour the damaged areas.
“There have never been conditions put on disaster aid in the history of our country,” Chu said in response to Trump’s remarks. “Wildfires have no political affiliation and no political party. It is so important when people are in their greatest need, when they are so devastated by the losses, that we get the help out to them to help them rebuild their lives.”
Ray Richardson is a contributing writer for The Wave. He can be reached at rayrich55@gmail.com.
