Spectrum representatives join the Altadena Chamber of Commerce and community leaders in celebrating “Pay It Forward” recipients Rhythms of the Village, Altadena Wine & Ale and Pez Coastal Kitchen (Photo – Spectrum)
Three small businesses, Rhythms of the Village, Altadena Wine & Ale (both based in Altadena), and Pez Coastal Kitchen in Pasadena, have been selected to participate in Spectrum Reach’s Pay It Forward program, each receiving a complimentary advertising campaign valued at up to $15,000.
By News Desk
The awards include a professionally produced 30-second commercial, expert marketing consultations, and access to mentoring and educational resources, all aimed at helping these businesses regain visibility and drive growth in the wake of the January wildfires.
The winners were honored during a Small Business Month celebration hosted by Spectrum and the Altadena Chamber of Commerce and Civic Association at the Altadena Community Center. The gathering marked the first in-person event at the venue since the wildfires. Notable attendees included Rep. Judy Chu, California State Treasurer Fiona Ma, State Senator Sasha Renée Pérez, State Assemblymember John Harabedian, representatives from L.A. County Supervisor Kathryn Barger’s Office, and Pasadena Mayor Victor Gordo.
As part of the event, Spectrum also presented a $5,000 donation to the Altadena Chamber of Commerce, part of a broader $50,000 commitment to supporting small businesses in the community.
“On behalf of the Altadena Chamber of Commerce, I want to thank Spectrum for their investment in our small business community as we work to rebuild our beloved town following the Eaton Fire,” said Judy Matthews, Chamber President. “Spectrum’s support in providing free advertising and additional resources will offer business owners valuable assistance and much-needed encouragement.”
Among the recipients, Rhythms of the Village, a beloved family-run store offering African garments, art, and cultural items—was completely destroyed in the fire. Owner Emeka Chukwurah reflected on the emotional significance of the recognition: “Rhythms of the Village was more than just a business, it was a home and a safe place for families and communities to join together. We lost everything in the Eaton Fire, so we are grateful for Spectrum’s support in helping us get back on our feet.”
“Spectrum is proud to help Altadena’s small businesses rebuild,” said Keri Askew Bailey, Spectrum Group VP of Government Affairs. “The Altadena Chamber of Commerce has been a leading force in helping impacted businesses recover and establish long-term economic sustainability.”
The event also highlighted the broader impact of Spectrum Reach’s Pay It Forward program, which celebrated its fifth anniversary this year. Since 2021, the initiative has invested over $50 million to support more than 2,250 small businesses across 40 markets nationwide, with a majority continuing to use TV advertising after their initial campaigns.
Spectrum has also pledged $2.5 million toward wildfire relief following the Eaton and Palisades Fires, including financial contributions, small business support, and PSA airtime for nonprofits.
Small business owners interested in the 2025 Pay It Forward program can apply throughout the year. To qualify, businesses must be legally registered and located in a designated market area served by Spectrum Reach.
Rep. Judy Chu recognizes Altadena Chamber of Commerce President Judy Matthews (L) and Spectrum Vice President of Government Affairs Whitney O’Neill (R), for their support of small businesses in Altadena (Photo – Spectrum)
(L-R) Gail Casburn, owner of Altadena Wine & Ale;, Onochie Chukwurah and Emeka Chukwurah, owners of Rhythms of the Village; Bret Thompson and Lucy Ramirez Thompson, Owners of Pez Coastal Kitchen; with David Bultman, Director of Ad Sales for Spectrum Reach (Photos – Colorado Boulevard Newspaper)
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