For Immediate Release
July 7, 2025
Contact:Angela Herrera Perez, Senior Public Information Specialist press@opportunity.lacounty.gov
LA County DEO Launches Regional “Shop Local. Dine Local. Recover Local.” Campaign to Support Economic Recovery for Fire Impacted Small Businesses
Los Angeles, CA – Marking six months since the devasting January 2025 windstorm and wildfires, the Los Angeles County Department of Economic Opportunity (DEO) is reaffirming its commitment to the region’s economic recovery by announcing the launch of a countywide public awareness campaign, “Shop Local. Dine Local. Recover Local.,” to support small and micro businesses reeling from the economic impacts, such as losses to property, revenue, and customers in fire impacted communities.
Inspired by DEO and Supervisor Barger in an April motion, this campaign DEO will increase consumer support and business revenue for impacted local businesses, particularly those hardest hit by the Eaton and Palisades Fires, by raising public awareness of the post-fire impact on the local economy, actively promoting local events and businesses, and incentivizing community members to shop and dine locally.
“The Eaton Fire took so much from our communities, including many of the small businesses that are the backbone of our local economy,” said Los Angeles County Board of Supervisors Chair Kathryn Barger. “While some were lost entirely, others are still here and they’re fighting to survive the impacts of lost customers and foot traffic. Through this Shop Local campaign, we want to inspire Los Angeles County residents to support these businesses so they can keep their employees, rebuild, and thrive for years to come. By shopping in Altadena, we can turn recovery into lasting revitalization and continue to stand with fire survivors.”
To help ensure the long-term viability of businesses across the region, this campaign is launching in partnership with the cities of Santa Monica, Los Angeles, Malibu, and Pasadena, as well as organizations like Together for LA, the California Restaurant Association, Regarding Her, the Latino Restaurant Association, the Los Angeles County Economic Development Corporation (LAEDC) and the Independent Hospitality Coalition.
Local businesses in or near impacted areas can sign up at shoplocal.la to be included in Recover Local Business Directory, an online list of highly-impacted businesses. Participating businesses will receive promotional support and direct access to critical resources, including marketing tools and help navigating available services.
Residents are encouraged to take the Shop Local Pledge, explore participating businesses, and stay up-to-date on community events and special promotions at shoplocal.la. Local activations are being planned in coordination with cities and community partners to increase visibility and encourage in-person visits to commercial corridors across the County.
“By choosing to spend locally, residents can help businesses survive and recover, preserving jobs and strengthening our local economy in the process,” said DEO Director Kelly LoBianco.
This campaign builds on DEO’s broader recovery efforts, including the $19.1 million LA Region Small Business and Worker Relief Fund, which has already delivered support to more than 1,370 businesses and 2,300 workers across the region. In addition, DEO launched the Fire Recovery Resilience Workforce Program that provides paid, transitional work opportunities and wraparound support for 1,000 displaced and dislocated workers. The program is supported by a $20 million Investment from the State’s Employment Development Department through the National Dislocated Worker and Additional Assistance Grant.
And more recently, DEO has advocated alongside Assemblymember Solache and supported passaged of AB 338, which allocates $5M in the FY 2025-2026 State budget for the California Workforce Development Board to support wildfire impacted communities in Los Angeles and Venture Counties.
For more information on DEO and the Shop Local. Dine Local, Recover Local. campaign, visit shoplocal.la.
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About DEO: The LA County Department of Economic Opportunity, launched in July 2022, helps job seekers, entrepreneurs, small businesses, major industries, and communities access life changing opportunities, and is also home to the Office of Small Business, LA County’s one-stop shop dedicated to prospective entrepreneurs and small business owners. Stay connected with DEO! Follow @EconOppLA on Twitter, Facebook, and Instagram, subscribe to our newsletter, or visit opportunity.lacounty.gov to learn about DEO services.