Reopening After the Fires: A Marketing Guide for Altadena and LA Businesses Coming Back

Short answer: The January 2025 wildfires, including the Eaton Fire, destroyed or displaced many small businesses in Altadena and surrounding communities. LA County has since launched a Commercial Concierge program to help Altadena businesses rebuild and a "Shop Local. Dine Local. Recover Local." campaign to bring customers back. For businesses reopening, temporarily relocated or rebuilding, marketing has a specific job: tell past customers you're back, show new neighbors where to find you and make it easy for the community that wants to support you to actually do it.

01Where recovery stands

LA County's Department of Economic Opportunity and the Los Angeles County Economic Development Corporation describe recovery as entering a new phase: helping residents return, restoring neighborhood services and supporting small businesses and workers. The county's Commercial Concierge program offers Altadena businesses and commercial property owners individualized help to rebuild faster. Six months after the fires, the county launched "Shop Local. Dine Local. Recover Local." to support fire-affected small businesses, and the City of Los Angeles ran its own "LA is Open" campaign.

The marketing problem after a disaster

Customers want to help but often don't know:

• whether you reopened, and where;
• your new hours, phone number or temporary location;
• whether you still offer the same services.

Meanwhile, online listings may still show an old address, "permanently closed" flags or outdated photos. Fixing that is step one.

A reopening marketing checklist

1. Correct every listing

Update your Google Business Profile with your current status: temporarily closed, reopened or relocated, with accurate hours and address. Do the same on Apple Maps, Yelp and social profiles. If you're operating from a temporary location or offering mobile service, say so clearly.

2. Tell your story

People want to support businesses they know. Share a short, honest update on your website and social: what happened, what you're doing now and how customers can help. A short video from the owner is often the most effective piece of marketing you'll make this year.

3. Reconnect with past customers

Email, text and social messages to your existing customers announcing your return or new location. Offer a reason to visit in the first weeks.

4. Join the community campaigns

Participate in county and neighborhood shop-local efforts, business directories for fire-affected businesses and local events. They bring motivated customers.

5. Make it easy to book and buy

If you're working from a temporary site, online booking, ordering or gift cards let supporters spend with you right away. An AI follow-up agent can answer "Are you open?" questions instantly and book appointments while you rebuild.

6. Rebuild reviews

Ask returning customers for fresh reviews that mention you're back. Recent reviews reassure new customers that you're open and thriving.

The bottom line

Recovery takes time, but customers who want to support you need clear, current information. Fix your listings, tell your story, reconnect with your customers and make it easy to buy. See how we help Los Angeles small businesses rebuild their customer base.

Frequently asked questions

Should I mark my Google listing "temporarily closed" while rebuilding? Yes, if you aren't serving customers. If you're operating elsewhere or by appointment, update the address or service area instead so customers can still reach you.

Where can Altadena businesses get rebuilding help? LA County's Department of Economic Opportunity offers the Commercial Concierge program and other recovery resources.

How do I announce a new temporary location? Update all listings, post on social and email past customers, and add signage or a notice at your original location if possible.

Sources

• LA County launches Small Business Concierge Program for Altadena, LA County DEO
• Shop Local. Dine Local. Recover Local., LA County DEO
• Latest economic update on the 2025 wildfire recovery, LA County DEO and LAEDC
• Mayor Bass marks launch of "LA is Open" campaign, Office of the Mayor