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Burned but Not Broken: The Fight to Save Altadena’s Small Businesses

Burned but Not Broken: The Fight to Save Altadena’s Small Businesses

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 On this episode of "Conversation Live: Altadena Rising," host James Farr turns the spotlight on the nearly 1,800 small and home-based businesses impacted by the January wildfires across L.A. County—none harder hit than Altadena. These businesses—cafés, barbershops, childcare centers, and solo entrepreneurs—are the backbone of the local economy. “What happens to a community,” Farr asks, “when the businesses that hold it together are at risk of disappearing?”

Maria Salinas, President and CEO of the L.A. Area Chamber of Commerce, details the toll: over 13,000 jobs affected and millions in lost economic output. Salinas introduces a recovery fund offering grants of up to $25,000 for impacted small and home-based businesses and nonprofits. Together, they examine what’s at stake and what it will take to help Altadena rebuild from the ground up.

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