(Photo – buildbackdena.com)
A new community-driven effort called ‘The Dena Project’ is launching to address the long-term effects of the Eaton Fire on small businesses in Altadena and Pasadena. Spearheaded by a coalition of civic organizations, nonprofits, and local leaders, the initiative aims to help fire-impacted business owners recover through coaching, community connections, and tailored resources.
By News Desk
“The Dena Project is about more than economic recovery—it’s about restoring agency, rebuilding relationships, and walking with our neighbors as they get back on their feet,” said Chris Lindley, Project Director and longtime Altadena resident. The project’s approach centers on listening closely to the needs of local business owners. Over several months, the team conducted interviews throughout the affected areas to understand challenges and shape support programs based on lived experiences.
To celebrate the launch, The Dena Project will host a free Business Recovery Night on Wednesday, June 25, at Prime Pizza’s outdoor patio. The event will feature dinner, peer conversations, and information about upcoming support opportunities. Space is limited, and registration is required at www.BuildBackDena.com.
The initiative is coordinated by Hope Ventures and powered by a diverse network of community members, civic groups, faith-based organizations, and volunteers. Core partners include the Eaton Fire Collaborative, Pasadena Chamber of Commerce, Pasadena Economic Development, and several local business networks and mentorship groups.
Community members and civic organizations are encouraged to support The Dena Project by spreading the word, inviting representatives to speak at events, sponsoring entrepreneurs’ recovery journeys, or making tax-deductible donations online.
For more information and to register for Business Recovery Night, visit www.BuildBackDena.com.
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