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WILDFIRE RECOVERY INFO

Mountain View News Saturday, October 11, 2025


ALTADENA CHAMBER OF COMMERCE DONATES 
$7,000 TO WEBSTER’S PHARMACY TO 
SUPPORT “SHOP & DINE ALTADENA FOR THE 
HOLIDAYS”

Altadena, CA – October 10, 2025 – The Altadena Chamber of Commerce 
& Civic Association announces a generous donation of $7,000 
to Webster’s Pharmacy in support of the Shop & Dine Altadena for 
the Holidays” marketing campaign, in partnership with Spectrum 
Reach.

This campaign is more than just a holiday promotion – it is a vital 
effort to encourage community members to support local businesses, 
especially as Altadena continues to recover from the devasting wildfire 
that impacted our community. Now more than ever, shopping 
and dining locally helps sustain our small businesses, rebuild our 
economy, and reinforce the resilience of our vibrant neighborhood.

Running from October 8, 2025 through December 18, 2025, the campaign 
will be broadcast across traditional television and streaming 
platforms, reaching audiences in Burbank, Glendale, La Canada, Altadena, 
Pasadena, Arcadia, Sierra Madre, Alhambra, South Pasadena, 
San Marino, and surrounding cities.

“Our community has faced significant challenges this year due to the 
wildfire,” said Judy Matthews, President of the Altadena Chamber of 
Commerce & Civic Association. “This holiday season, we want to inspire 
everyone to shop, dine, and support Altadena businesses – not 
just to celebrate the season, but to help our local economy recover 
and thrive. Every purchase helps rebuild our neighborhoods and 
shows our collective strength and resilience.”

The campaign’s strategic media placement ensures maximum visibility, 
inviting residents and visitors to explore the unique offerings of 
Altadena’s shops, restaurants, and service providers, many of which 
are opening or rebuilding after the wildfire.

About the Altadena Chamber of Commerce & Civic Association

Incorporated in 1924, The Altadena Chamber of Commerce & Civic 
Association was formed to promote the commercial, industrial, civic, 
and general interests of the Altadena community and its trade area.

The Altadena Chamber of Commerce & Civic Association is dedicated 
to fostering a thriving local economy, promoting community engagement, 
and support the growth of Altadena’s businesses. Through 
initiatives like “Shop & Dine Altadena for the Holidays,” the organization 
aims to celebrate and empower the community’s entrepreneurial 
spirit, especially during times of recovery.

EATON FIRE SURVIVORS RESPOND TO 

EDISON'S DRAFT COMPENSATION PLAN

 ALTADENA (CNS) - As Southern California Edison finalizes a forthcoming claims program for eligible individuals 
and businesses impacted by the Eaton fire, residents of Altadena who lost their homes and community 
urged the utility today to build a ``fair, reasonable and fully funded'' plan that helps survivors rebuild.

 According to a draft released by SCE, the company is considering payments based on square footage and extent 
of damage to impacted homes.

Additionally, each death would bring $1.5 million for pain and suffering, and $500,000 for each surviving spouse 
and eligible dependent. Another $5 million would serve as a premium toward the Edison Fund.

 Eaton fire survivors Thursday gathered in Altadena to present their 51page response, ``Fix What You Broke,'' 
drawing from the personal accounts of more than 200 homeowners, renters, small business owners and families 
who lost not only property but stability, health and a sense of community.

 The report cites data showing that after California's five most destructive wildfires, only 38% of homes were 
rebuilt within five years. Two factors made the difference: insurance payments and -- when a utility was at fault 
-- utility payments, according to the report.

 Survivors said that where those payments were fair and timely, communities recovered. Where they were delayed 
or inadequate, they said, neighborhoods never came back.

 SCE is currently being investigated by state officials for allegedly starting the fire after a tower became re-
energized and sent sparks toward dry brush below. SCE has denied any wrongdoing.

 ``This isn't about blame -- it's about fairness and reasonableness,'' Joy Chen, executive director of the Eaton 
Fire Survivors Network, said in a statement. ``We call on Edison to honor its moral and legal duty to fix what it

broke. Edison's draft plan would pay most Eaton Fire survivors only a fraction of what PG&E paid its Camp Fire 
victims -- and PG&E was bankrupt. Edison is solvent, profitable and backed by the California Wildfire Fund. For 
it to offer less than a bankrupt company did is indefensible.''

 In July, SCE said it would launch a compensation program for those who lost homes, businesses or rental 
properties in the fire. Claims would also cover total and partial structure loss, commercial property loss, business

interruption, smoke and ash, physical injury and fatalities.

 ``Edison's draft mirrors the same patterns that already failed us under insurance -- narrow eligibility, arbitrary 
caps and fine print that protects itself at the expense of the survivors it must make whole,'' said Andrew Wessels, 
strategy director for the Survivors Network. ``Edison is not an insurer. It's the wrongdoer. Its duty isn't defined 
by policy language, it's defined by the harm it caused.''

 Critics have also warned that individuals who participate in SCE's compensation program would be required to 
forfeit their right to sue -- and such a payout would come at a reduced rate compared to a potential larger court

settlement.

 The Eaton fire killed 19 people and destroyed more than 9,400 homes and other structures in Altadena. In the 
wake of the Jan. 7 fire, dozens of lawsuits have been filed against Edison.

Copyright 2025, City News Service, Inc.


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