Support for Wildfire-Impacted Small Businesses
The windstorms and wildfires that struck LA County in January 2025 devastated thousands of homes and businesses. While many were destroyed, hundreds of local shops, restaurants, and service providers are still standing — but have encountered a significant decrease in revenue, impeding their ability to continue to operations and thrive. To address this, the County of Los Angeles has partnered with the Cities of Los Angeles, Malibu, Pasadena, and Santa Monica along with community partners to launch the Shop Local. Dine Local. Recover Local. Campaign.
Shop Local Los Angeles County Gift Card Program
For a limited period, buy a Shop Local Los Angeles County Gift Card to use at an eligible impacted business in the Recover Local Business Directory below and get a bonus gift card equal to 50%* of the amount of the original Gift Card purchased.
$100 gift card gets you a $50 bonus gift card
$50 gift card gets you a $25 bonus gift card
$20 gift card gets you a $10 bonus gift card
*Bonus gift cards are limited to one per customer and available only until they run out. They are only valid for one year after purchase.
**Original gift card purchased is subject to a processing fee of $1 + 5% of the card value. If not utilized within 12 months, the purchased gift card will incur a $3.00 fee that will be deducted monthly from the voucher balance starting on the first day after 12 consecutive months of inactivity, counted from the date of issuance or the last activity on the voucher.
Recover Local Business Directory
Local businesses in fire-impacted areas are open for business! Use the directory below to sort and find a variety of businesses in neighborhoods across the County. Whether you’re looking to do some holiday shopping or have a date night, consider visiting these businesses, as they need your support. Participating businesses are located in Altadena, Palisades, and parts of Malibu, Santa Monica, Topanga, and Pasadena.
If you are a business looking to join the directory, scroll down or click here!
Sign Up for the Recover Local Program
* Sign Up for the Recover Local Program
Sign Up for the Recover Local Program * Sign Up for the Recover Local Program
If you are a small business impacted by the January 2025 windstorms and wildfires, see below if your business qualifies to join the Recover Local Business Directory: a list of businesses closest to the fires. Receive exclusive access to opportunities, including toolkits, digital and video marketing promotions, and participation in the Shop Local LA County Gift Card Program.
Business Toolkits
Get access to critical resources, events, giveaways, campaign merch, marketing workshops, and much more to support your business.
Program benefits for Small Businesses
Customer Incentives
Participate in incentive programs that help attract customers to your business, including gift cards and promotions.
Marketing Opportunities
As a participating business, get the opportunity to be featured in interviews, marketing features, and the Recover LA directory.
Recover Local Directory Business Eligibility
Select businesses nearest to the wildfires that occurred in January 2025 are eligible to join the Recover Local Business Directory. To qualify, businesses must be a consumer-facing small business selling a product or service to consumers via a physical storefront located within the defined areas below, have a valid business license (if required by local authorities), have fewer than 100 employees, and not be a business type listed on the ineligible business list. Defined areas are below:
Eaton Fire Highly Impacted Area
Eligible areas include all of Altadena and areas east and north of the 210 freeway, but west of the Monrovia Wilderness Preserve and south of Altadena.
Palisades Fire Highly Impacted Areas
Eligible areas include all of Palisades, the City of Malibu, Topanga (zip code 90290), and areas north Ocean Park Blvd. And west of the 405 Freeway.
*Types of qualifying businesses include retail stores, restaurants, food and drink places (bakeries, ice cream shops, coffee shops, etc.), beauty salons, nail salons, barber shops, laundry mats, and automotive repair shops. If you are not sure, please submit registration application and your business will be notified if you are eligible.
Road to Recovery
Get to know the businesses and support them!