Altadena Community Unites for Resource Workshop Event as Grocery Outlet Heralds Reopening

Residents of Altadena gathered Monday for a community event that brought together resources, celebrated the upcoming reopening of a beloved grocery store, and provided food and entertainment for families and children.

Organized by Altadenans Freddy Sayegh and Pastor BJ King, the Altadena Coalition event, which reportedly drew an estimated one thousand people, aimed to offer both immediate relief and a long-term vision for a community hurting from the disastrous Eaton Fire.

The Small Business Administration (SBA), the American Red Cross, and numerous other organizations, continued to provide resources and information to families still recovering from the week-long fire.

At the same time, it provided a much-needed reprieve, Sayegh noted, featuring food from Little Caesar’s Love Kitchen, entertainment, and a celebration of the grand re-opening of the Grocery Outlet Market.

“We just felt that these kids needed a break — and the parents needed a break,” he said. “We wanted to create a nice opportunity for the families to meet with SBA, the American Red Cross, and all these incredible organizations, while allowing the kids to have a vibe of their own.”

The  Altadena Coalition partnered with Little Caesar’s Pizza, Pepsi, and several local groups to provide food and activities, including face painting, an art station, and a video gaming truck.

“It’s been like a funeral for almost two months now,” Sayegh noted. “This is the first time people actually smiled, and the kids are playing and enjoying themselves.”

The event was also an essential gathering for families seeking aid and assistance. Representatives from the American Red Cross extended their deadline for relief applications, and the SBA and other organizations provided information on rebuilding efforts.

The grand reopening of the Grocery Outlet Market at 2270 N. Lake Avenue also symbolized resilience, progress, and an important step in Altadena’s next chapter. Owners Jose and Sandra Valenzuela will officially open the store’s doors at 9 a.m. on Wednesday.

“We’re constantly pushing resources and information,” Sayegh explained. “Everyone’s just been sitting in cold rooms, standing in lines, and getting information. But we’re humans, and we need to bring out a human element.”

Sayegh also outlined ambitious plans to help rebuild the community with a sustainable, forward-thinking approach. He described a major project underway: securing five acres of land to cultivate and distribute 500,000 potted drought-resistant plants over the next three years.

“The idea is that in three years, residents can get a plant for just a dollar—one that they helped grow,” he explained. “This is the only way we’re going to be able to build and scale properly.”

Additionally, discussions are in progress with businesses to provide materials at reduced prices for residents in need, Sayegh said.  His team has been negotiating bulk purchases with suppliers, ensuring that those rebuilding their homes and businesses can access affordable materials, he said.

“Some incredible companies are setting aside 500 or 1,000 pieces of essential materials for those who may not be able to afford them,” Sayegh added.

One of the key elements of Sayegh’s approach is collective action, forming committees and subcommittees focused on everything from infrastructure and parks to housing and mental health.

“We want to be fully inclusive,” he said. “We didn’t want anyone to feel that they didn’t have a home or that their voice didn’t matter. If someone is passionate about tree placement, they can lead the tree committee. If someone cares about parks, they can focus on that. It’s about everyone having a role.”

Sayegh pointed out that this vision extends beyond just restoring what was lost. He emphasized a reimagination of Altadena—a chance to create a better, more vibrant community rather than merely rebuilding what once was.

“Who says we can’t have world-famous architects come here for a competition?,” asked Sayegh. “Who says our main street can’t have cobblestone? Who says we can’t create beautiful outdoor seating areas for cafes?” he asked. “This is a chance to build a city of our imagination.”

Despite these ambitious plans, Sayegh contended that support from local government has been slow. As an unincorporated community, Altadena falls under the jurisdiction of Los Angeles County, with Supervisor Kathryn Barger acting as the primary government representative.

“I haven’t heard from anyone personally,” Sayegh admitted. “But my thinking was to build a large coalition so that they have to listen. Instead of going in with just my small voice, I want to go in and say, ‘Hey, I brought 40,000 friends.’”

With tens of thousands of residents and billions in insurance money tied to the rebuilding effort, Sayegh believes that collective action is the key to gaining government attention and support.

At its core, the Altadena Coalition event seemed to be providing constant fuel to a community just revving up again.

“We have some of the smartest people from different industries—NASA, Hollywood, architecture—joining these committees because they believe in this vision,” Sayegh said.

“If we keep coalescing, maybe in a hundred years there will be a documentary about the city that rose from the ashes, built by the people, for the people.”