The program, unveiled on Cyber Monday, allows consumers to purchase digital gift cards at shoplocal.la in denominations of $20, $50 or $100. Buyers receive bonus cards worth 50 percent of the original value — $10, $25 or $50 — while supplies last. Cards are valid for one year and redeemable only at verified fire-impacted businesses with fewer than 100 employees in Altadena, North Pasadena, Pacific Palisades, Topanga, Malibu and West Santa Monica.
Funding comes through a public-private partnership that includes a $100,000 contribution from L.A. Care Health Plan. Technology is provided by Yiftee, and fiscal administration is managed by Southern California Grantmakers.
Supervisor Kathryn Barger, who represents the 5th District, said the program is designed to restore customer bases and jobs in communities hardest hit by the Eaton and Palisades fires.
“Our small businesses are the lifeline of the economy and provide needed jobs and services to our community,” Barger said.
Local business owners echoed the urgency.
Margarita Cortez, owner of El Patrón Mexican Food in Altadena, said her restaurant’s business is down nearly 85 percent.
“The Shop Local Gift Card Program reaffirms our faith and provides us with hope,” Cortez said. “Every gift card purchased helps us retain jobs, keep our team working, and continue taking care of the people who’ve stood by this restaurant for years.”
At launch, 20 businesses were enrolled, with more joining daily. More than 35,000 residents have already signed the Shop Local pledge, and 23 billboards were unveiled countywide in September to promote recovery corridors.
Small businesses seeking to participate must have fewer than 100 employees, a brick-and-mortar presence in designated fire-impacted areas, and apply through bit.ly/ShopLocalBizForm or shoplocal.la.
Consumers can access the program online at shoplocal.la, by visiting the Altadena One-Stop Permit Center (464 W. Woodbury Rd., Suite 210, Altadena, open Mon/Wed/Fri, 8 a.m.–4:30 p.m.), by phone at 844-432-4900, or by email at osb@opportunity.lacounty.gov.
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