Empowering small businesses in Altadena and Pasadena to recover, thrive, and build a resilient future
Why this project matters
The Eaton Fire devastated small businesses in Altadena and Pasadena, leaving owners struggling with financial losses, operational setbacks, and emotional strain. Many lack clear pathways for recovery and need practical guidance, expert support, and ongoing mentorship to rebuild and sustain long-term success.
Small business owners shouldn’t have to navigate recovery alone. The Dena Business Resilience Project provides the strategies, connections, and support needed to make informed decisions—whether rebuilding, pivoting, or moving forward in a new direction.
We believe in loving our neighbors by offering compassionate support and walking alongside business owners as they navigate recovery. This project is more than just economic renewal—it is about restoring dignity, fostering hope, and strengthening our community for the future.
The solution: a three-phased approach
The Dena Business Resilience Project provides structured recovery resources, expert guidance, and relational support to help small businesses rebuild and thrive.
Phase 1: Listening & Community Assessment (Feb – Mar 2025)
Listening forums, business owner discussions, and needs assessment.
Phase 2: Business Recovery & Expert Workshops (Apr – Jun 2025)
Workshops on financial planning, customer relations, stress management, legal aid, and business viability.
Phase 3: Long-Term Mentorship & Support (Apr 2025 – Feb 2026)
1:1 coaching, peer networking, and digital resource hub for ongoing business success.
Our partners
THE OPPORTUNITY
Our goal is to raise $75,000 to provide the support, training, and resources needed to help local businesses rebuild and grow.
Thanks to a generous matching grant, every dollar you give will be doubled up to the first $20,000—meaning your impact goes twice as far. Your gift today will directly help small business owners regain stability, create jobs, and strengthen families and our local economy.
Give now and be a catalyst for resilience and recovery!
Contact Us
Mark Goeser - mark.goeser@hopeventures.org
Dan Davidson - dan@rosecitycoffee.org