How Altadena businesses are trying to recover from the Eaton Fire

A year after the Eaton Fire, some small business owners in Altadena are striving to rebuild, in some cases while also grappling with being displaced from homes that burned down or were severely damaged. 

For others, such as Steve’s Pets Store owner Carrie Meyers, it’s just too much.

“People want me back,” Meyers said. “But I don’t know if we can survive up there. No one lives there … mentally I’m not there.”

Meyers said she had just received a delivery before the fire last January, so about 65 animals perished, including cats, rats, birds and a 40-year-old parrot. The store is now permanently closed, and its website shows a message from former employee Michael Mersola, who said he would miss it because “people would just (hang out) here, I swear it was Starbucks for animal lovers lol.”

Meanwhile, Carrie’s husband Ed is dealing with trying to rebuild their home, which burned down. He has dealt with a long insurance process with State Farm that has, four claims adjusters later, finally improved.

One adjuster “was the king of no” and “existed like a great cloud in our lives for four to five months,” Ed Meyers said. “Then one day, like winning the lottery, we got a new adjuster.” 

Other survivors of the fire that killed 19 people have complained about insurance companies assigning them multiple adjusters, slowing things down. Now, Ed said things are looking better than they were six months ago and they are on their way to rebuilding, though they were underinsured, something many fire survivors have in common.

The small business owners and others CalMatters spoke with for this story stressed the importance of thoughtful and timely help from insurance companies, community organizations and all levels of government for businesses and residents as key to the recovery of the unincorporated town of about 43,000 residents — even for the businesses that survived the fire. 

“Our struggling businesses can’t afford patience,” said Nic Arnzen, chief of the Altadena Town Council, who called the community’s path to recovery a chicken-and-egg situation. “Without the population returning to Altadena, they’re in a tough corner.”

Los Angeles County has received about 2,700 applications for permits to rebuild in Altadena, according to the county’s dashboard. Of those, the county has issued about 1,200 permits and 560 homes are being rebuilt right now. 

‘The heart of Altadena’

Jimmy Orlandini, owner of Altadena Hardware, thinks it might take five years to reopen his business at its original location after almost the whole building burned down.

“Five years is an eternity to not have a business running,” he said. As others rebuild, they will need a hardware store, so he is looking for a temporary place to run his business as he waits for the property owner to rebuild. He had 21 employees at the time of the fire; he thinks most of them have found other jobs, while some are relying on unemployment benefits. 

His family has been in the hardware business for decades, and he has two other locations elsewhere. But he has deep ties to the community, having lived in Altadena for 40 years, since he was 2.

“It’s really difficult,” he said. “Altadena was our best store in terms of revenue, and our relationship with the customer base.” (Another business owner CalMatters spoke with, the owner of a pizza restaurant, called the hardware store “the heart of Altadena.”)

Orlandini and his family returned to their house in October. It did not burn down even as “everything around us burned,” he said. But Mercury Insurance eventually deemed it a total loss because of smoke damage and lead contamination of all its contents. 

“We have no couch,” he said. “We’re sitting on camping chairs in the living room. The kids still haven’t gotten their toys back.” But he said they finally received a big portion of the payout for the contents of their house a couple of weeks ago, so “now we can start buying stuff.”

Uneven help 

A common refrain among Altadena’s small business owners: Some of the help available to homeowners is not extended to them.

Matt Schodorf co-owns Café de Leche with his wife, Anya. Their home, about 15 to 20 minutes away in Highland Park in Los Angeles, is fine except for some ash in the attic. He understands that Altadena homeowners whose homes were destroyed and want to rebuild need assistance — those are his customers. 

But their Altadena coffee shop, the only one whose building they owned out of their four locations and which he said was their busiest store, burned down. Now they’re dealing with the rebuilding process and in some ways are feeling left out. 

“FEMA in particular excluded us from debris removal originally,” Schodorf said. So Schodorf and his wife complained and were featured “on all the media” including CNN. FEMA included Café de Leche in federally funded clearing of debris after the media appearances, Schodorf said. He also credited L.A. County Supervisor Kathryn Barger’s office for advocating for them. 

Schodorf also said, as did others, that the Los Angeles Department of Economic Opportunity has been a huge help in providing information about grants and other support. 

Still, “it feels frustrating because it feels we are very small potatoes, especially from the perspective of the government,” he said. “It doesn’t seem like it would be too much to ask: waive permit fees, clean our lots out. Don’t make us go on national news pleading for help.”

Daniel Harlow, whose office was destroyed, agreed that businesses need more help. His custom computer programming and software development business is up and running again, but it was in a separate structure at his home and was a total loss. 

“A lot of rules for homeowners insurance don’t apply to businesses,” he said. “To not have more assistance for small and medium businesses is a problem.” 

For example, the state law that allows homeowners to get some upfront payouts without having to provide a full inventory of the contents of their home does not apply to businesses.

Harlow is now dealing with both rebuilding his office and repairing his house, which suffered some damage. He’s living in a rental home. 

“I’m trying to find architects and contractors while running my business,” he said. “It’s basically (another) full-time job.” 

A shift, and more changes ahead

Zak Fishman’s Prime Pizza in Altadena is the only pizza restaurant of the four in Altadena that survived the fire. It was a bit of good news for his family. Their house burned down, and they’re now rebuilding. 

Fishman, who owns several other locations in the Los Angeles area and elsewhere, said his Altadena location was closed for about a month but is now doing pretty well, considering the circumstances. 

“We do see a shift,” he said. “You see different types of people coming. A lot of workers in the area had nowhere else to eat (lunch).”

Fishman opened the Altadena location in September 2023 and was seeing a lot of growth, he said. He said sales at the location probably would have been up 20% over the prior year if the fire hadn’t happened. Now he says they’re up about 8% to 10%. 

“I’m certainly not complaining, it’s amazing,” he said.

With about half of Altadena’s businesses destroyed in the fire, it’s going to be a long way back. 

Judy Matthews, president of the Altadena Chamber of Commerce, said her group is working with other chambers and the county to help promote shopping local, and to identify more opportunities for grants and help for small and medium-size businesses.

“There’s increasing collaboration between local government and business,” she said. “That’s critical. No one man can stand alone and say I did it.”

When more of the community is able to rebuild, it could end up looking drastically different. Whether homeowners return could depend on their insurance provider and whether they can fill the gap from being underinsured, some said. Whether small businesses rebuild could depend on what type of service or goods they offer, and their location.

“Most worrisome are retail and specialty shops, and those that depend on a steady flow of  customers,” Matthews said, noting that Altadena’s limited foot traffic and visibility because of its location has been and will continue to be a factor.

Arnzen, the town council chair, said there is “a lot of competition for funds and assistance. There’s potential for people to feel left out. That is exacerbated by feelings of trauma and in some cases, historical neglect, especially from marginalized communities.”

Nearly half of Black households in Altadena, or 48%, were destroyed or had major damage, according to the NAACP. 

“We need to ensure a balanced recovery that supports diverse types of businesses,” Matthews said.

Orlandini, owner of the hardware store, said he expects his business and customers to change.

“It’s definitely going to be a different town,” he said. “My store was catered to older homes, and a lot of those are gone now.”

He added: “That’s the thing that bothers me most about the fire — how much of the history is gone and will never come back.”