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They lost everything in the fire. Now they're rebuilding a town
USA Today • • business
Key Points:
- In January 2025, a massive fire in Pacific Palisades, California, destroyed over 23,000 acres, forced evacuations of 30,000 people, caused 12 deaths, and resulted in an estimated $297 million economic loss for local businesses and employees.
- Twenty months later, the community is gradually recovering, highlighted by the reopening of Palisades Village shopping center, which officials hope will catalyze broader economic revival and signal the town's comeback.
- Tourism is seen as vital to recovery, with visitor spending supporting local businesses and jobs; however, the fire's aftermath scared off tourists for months, delaying the return to normal occupancy levels in local inns and shops.
- Many residents face slow rebuilding progress due to insurance challenges, with only one home fully rebuilt out of over 635 destroyed, but community members are opening new businesses and fostering a sense of renewal and resilience.
- Visitors are encouraged to support Palisades responsibly by spending at local businesses, spreading positive word of mouth, and being sensitive to ongoing trauma and rebuilding efforts in the community.
