Los Angeles County Supervisor Kathryn Barger today announced the launch of the new “Shop Local Marketing Lab+” initiative, a free business support program designed to help Altadena small businesses impacted by the Eaton Fire rebuild their visibility, strengthen their customer base, and accelerate their economic recovery. The initiative is led by the Los Angeles County Department of Economic Opportunity (DEO) and supported through partnerships with Google and SoCal Grantmakers.
“Small business owners deserve ongoing support as they continue navigating tough economic conditions in the aftermath of the wildfires,” said Supervisor Kathryn Barger. “This new partnership is designed to deliver assistance that helps local businesses attract customers and position themselves for long-term success. Altadena’s small businesses are essential to the identity and vitality of the community, and we are committed to helping them thrive.”
Beginning today through June 8, 2026, eligible Altadena businesses can enroll in the free program and receive individualized marketing support tailored to their specific needs. Services will continue through the summer of 2026.
The Shop Local Marketing Lab+ offers participating businesses access to two categories of support: enhancing digital presence and improving physical storefront visibility. Businesses participating in the digital marketing track may receive individualized services focused on website development, social media content creation, video marketing campaigns, targeted advertising, search engine optimization, branding support, and professional photography.
The initiative’s physical storefront improvement track will help businesses improve curb appeal and customer visibility through services such as custom signage, painted murals, and decorative awnings.
“We know Altadena businesses are still impacted by the fires and it will take time for a full recovery. They have shared their need to amplify their presence and access loyal and new customer bases in creative ways to keep their doors open,” said DEO Director Kelly LoBianco. “Marketing Lab+ is a way for DEO and our partners to offer expert guidance and customized resources that support stabilization as we rebuild and return and position impacted small businesses for growth. We are so grateful to the Supervisor, SoCal Grantmakers, and Google for making this possible.”
Eligible businesses must be located and operating in Altadena, demonstrate financial impact from the Eaton Fire, operate from a brick-and-mortar commercial location, and meet additional program criteria. Businesses with fewer than 100 employees and less than $6 million in annual revenue are encouraged to apply.
Depending on prior participation history with County programs, some businesses may complete enrollment online while others may be asked to complete the process in person at the Altadena One Stop Permit Center.
For additional information about the Shop Local Marketing Lab+ initiative, visit shoplocal.la/marketing-lab.