The Eaton fire has left a devastating mark on the community of Altadena, California, with over 9,400 structures—both residential and commercial—destroyed in its wake. The fire, which swept through the area in early January 2025, has resulted in a catastrophic loss for many small businesses and families nestled in the foothills of the San Gabriel Mountains.
In the aftermath of the blaze, stark contrasts are evident along Lake Avenue, the town’s main commercial corridor. While some businesses, like a local Thai restaurant, remain intact, others, such as a pet shop and a museum dedicated to bunny memorabilia, have been reduced to charred ruins. The fire’s impact has been felt deeply, as many residents and business owners grapple with the emotional and financial toll of the disaster.
Among those affected is Steve Salinas, who owned a bike shop that had been part of the community for decades. After witnessing the destruction of nearby homes, he learned that his shop had also succumbed to the flames. Despite losing an estimated $250,000 in tools and merchandise, Salinas is determined to rebuild. He plans to temporarily operate from a pop-up location while collecting and repairing bikes to donate to residents who lost their homes.
Another business owner, Ashima Gupta, who recently purchased a children’s learning center called Code Ninjas, faces a different challenge. Although her center survived the fire, the surrounding community has been significantly impacted, with many families relocating due to loss of homes. Gupta reports that 95% of her customers have canceled their memberships, leaving her uncertain about the future of the center.
Carrie Meyers, who operated Steve’s Pets, has announced that she will not rebuild after the fire destroyed both her business and her home. The emotional weight of losing beloved animals, including her pet parrot, has led her to focus on her personal recovery instead. Despite receiving $25,000 from insurance and launching a GoFundMe for her employees, she feels that the time has come for a break after decades of service to the community.
The economic fallout from the Eaton fire is staggering, with estimates of total losses exceeding $250 billion, marking it as one of the costliest natural disasters in U.S. history. Nearly 1,900 small businesses were situated within the burn zones, supporting approximately 11,400 jobs. Many of these business owners are now navigating the complexities of insurance claims and loan applications, while those whose establishments survived are dealing with smoke damage and concerns about customer retention.
As Altadena begins the long process of recovery, the community faces an uncertain future. Local leaders and residents are calling for support to help rebuild and revitalize the area, emphasizing the need for a collective effort to restore the spirit of a town that has endured so much loss.