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WILDFIRE RECOVERY INFO

Mountain View News Saturday, October 18, 2025

COMMUNITY COMES TOGETHER FOR 

“SHOP & DINE ALTADENA FOR THE HOLIDAYS” CAMPAIGN

Sponsored by Webster’s Community Pharmacy and Altadena Chamber of Commerce 

CALASSIST MORTGAGE FUND 
EXPANDS ELIGIBILITY TO SUPPORT 
MORE DISASTER-IMPACTED 
HOMEOWNERS

WHAT:

The CalAssist Mortgage Fund team and partners will announce expanded 
income eligibility for program applicants, ensuring more 
California families can access mortgage payment relief after disasters. 
The program, launched in June 2025, provides 3 months of 
mortgage assistance for homeowners whose homes are destroyed or 
severely damaged.

WHO:

• Tomiquia Moss, Secretary, Business, Consumer Services and 
Housing Agency (BCSH)

• Rebecca Franklin, Chief Deputy Director, California Housing 
Finance Agency (CalHFA)

• Lori Gay, CEO of Neighborhood Housing Services of L.A. 
County

• Lorena Domínguez, CalAssist Mortgage Fund Spanish 
Spokesperson (Spanish remarks)

WHEN:

Wednesday, October 22, 2025, starts at 10:00 AM

WHERE:

Virtual via Zoom – Register GO TO: https://us02web.zoom.us/
webinar/register/WN_i4mnwgFyRkGi2R17KGMU9Q?utm_
medium=email&utm_source=govdelivery#/
registration

(Recording will be available after the press event)

WHY:

• Increased income limits mean thousands of additional homeowners 
may now qualify for dis-aster-related mortgage relief.

• Californians previously denied due to the program’s income 
limits will be invited to reapply.

• The program provides 3 months of mortgage payments, up to 
a maximum of $20,000.

• Funds are provided as grants — paid directly to the mortgage 
servicer, never have to be re-paid, and it is free to apply.

• Homeowners whose properties are destroyed or severely 
damaged as the result of disasters such as wildfires, floods, or 
earthquakes are encouraged to apply now, while funding is still 
available.

RSVP:

Please confirm your attendance by sending an email to media@CalAssistMortgageFund.
Org or call 916.282.0696.

About the CalAssist Mortgage Fund:

Administered by the California Housing Finance Agency (CalHFA), 
the CalAssist Mortgage Fund is a limited-term program that offers assistance 
to homeowners affected by recent disasters in California. In 
response to these emergencies, Governor Gavin Newsom proposed in 
February 2025 that CalHFA dedicate $105 million from the National 
Mortgage Settlement to provide direct mortgage relief to affected homeowners 
across the state.

Altadena, CA – As the first holiday season after the Eaton 
Fire approaches, Meredith Miller, co-owner of 99 
year-old Webster’s Community Pharmacy in Altadena, 
felt like she had to do some-thing to help surviving businesses 
have a chance at successful fourth quarter sales. 
Her idea for the “Shop & Dine Altadena for the Holidays” 
campaign was born.

Webster’s Community Pharmacy began fundraising for 
Altadena very soon after the Eaton Fire. Donations began 
with e-commerce and then in-store purchases of Altadena 
products, and a percentage of net proceeds of Altadena 
apparel, license plate frames, signs, stickers, and 
many other items accumulated over a six-month period. 
Many of the products were created by local Altadena-
based artists who lost their homes and studios. The end 
result of this fundraising effort was enough money for 
an advertising campaign for the surviving businesses of 
Altadena. 

Miller approached the Altadena Chamber of Commerce 
to consider sponsorship in the media initiative, and they 
immediately signed up. The ad will be running for 12 
weeks through both ca-ble and streaming until December 
28th. The campaign launched on October 8th. 

For the production, Miller tapped local resident and film 
editor Austin Scott to direct and produce the piece. Cinematographer 
duo Neil Watson and Veronica Smith shot 
the ad which featured all local residents, many of whom 
lost their homes. Many local film professionals joined 
the cause and donated their time to make this ad come 
to life.

“This could not have happened without the tremendous 
support of the Altadena community; who although 
mostly displaced and without homes, nevertheless supported 
this fundraiser whole-heartedly and also offered 
pro bono services for the campaign’s production,” said 
Miller. 

“I’m so proud of the result, which instills pride in our 
town and reminds people that Altadena businesses are 
still here and ready to serve you this holiday season and 
beyond.”

FACTS & FIGURES

Total commercial production including filming, editing, 
etc - Pro Bono Commercial Value $25,000

Webster’s Community Pharmacy Donation: $15,000

Altadena Chamber of Commerce Donation: $7,000

Total Advertising Budget: $44,000

Reach: San Gabriel Valley, East to Duarte, South to 
South Pasadena, West to Burbank & Glendale 

Audience: Adults 25+

Programming Including: Local, CNN, Bravo, E, TBS, 
USA, Prime Video, ESPN, HGTV, Hall-mark, Lifetime, 
Food Network, MSNBC, HULU, Peacock, SLING, 
ROKU, TUBI, many more

SHOP & DINE ALTADENA FOR THE HOLIDAYS

:30 COMMERCIAL COMPLETE CREDITS

Director/Producer/Editor: Austin Scott

Executive Producer: Meredith Miller

Directors of Photography: Neil Watson, Veronica Smith 
- Film Dreams Inc.

Composer: Michael Schmidt - Fuse Box

Graphics: Daniel Cox

Mixer: Michael Edwards - Schmusic Productions

Online Editor: Rachel Angaran - Fancy Film

VO: Dominique Franceschi

TALENT: 

Featuring murals by: Noel McCarthy/Eric Junker

Generous thank you to:

Good Neighbor Bar

Unincorporated Coffee

Miya Thai

Fair Oaks Burger

Webster's Community Pharmacy

Pampered Lady Florist

West Altadena Wine & Spirits

Perry's Joint

El Patron 

Special Thanks to Adelaide who will be featured in the 
extended version later this month.

CONTACTS:

Meredith Miller, websters.meredith@gmail.com 

Judy Matthews, Chamber President, djmatthews@att.net

Austin Scott, artbyaustinscott@gmail.com

Behind-the-scenes photos provided courtesy of 

Webster’s Community Pharmacy


Jon Carmody

Brad Parr

Mark V. Jones

Courage

Gwyn Voong

Laura Mendoza

Judy Matthews

Tharita 
Sadnongbua

Rhoda Coleman

Maureen 
Pinsonnault

William Haner

Grace Pajakowski

Dennis Robinson

Perry Bennett

Annemarie 
Pazmino

Margarita Cortez

Anton Anderson

Mark 
Goldschmidt

Mark Mariscal

Michele Zack

Veronica Jones

Larry Hammond

Emma Scott

Soleil Scott

Victoria Knapp

Jeremy Keller

Ashley Keller

Jude Keller

Jett Keller

Nelly Head

Norman Jr.


Mountain Views News 80 W Sierra Madre Blvd. No. 327 Sierra Madre, Ca. 91024 Office: 626.355.2737 Fax: 626.609.3285 Email: editor@mtnviewsnews.com Website: www.mtnviewsnews.com