An empty lot in Altadena, January 2026 (Photo – W.K.)
Residents affected by the Eaton Fire in Altadena received direct financial assistance through a new initiative by the Altadena Chamber of Commerce, which distributed $500 Shop Local LA gift cards to 450 residents in the fire’s burn area.
By News Desk
The program was designed to support individuals and families who lost homes or businesses, sustained property damage, or were displaced by the fire. At the same time, it aimed to boost the local economy by encouraging recipients to spend the funds at neighborhood businesses.
The gift cards were distributed electronically on Thursday, March 12. Recipients were selected through a grant application process, and the chamber opened a third round of applications on its website. Applicants were required to submit materials by a set deadline, with eligibility extended to anyone who lost a home, sustained property damage, or was displaced. Verification of impact was conducted as part of the review process. The application period has since closed.
“Supporting our local businesses is vital to rebuilding our community,” said Judy Matthews, president of the chamber. “By providing these gift cards, we are not only offering immediate financial relief to those affected, but also encouraging residents to shop locally, keep money circulating within our community, and help our small businesses recover and thrive.”
Although the gift cards are issued through the Shop Local LA program, recipients are encouraged to use them at Altadena-area businesses to help drive local recovery.
According to the chamber, the distribution marks an important step toward community self-reliance and economic revitalization following the fire’s impact.
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