How BeyGOOD Is Helping Altadena Rebuild After the Eaton Fire

When disaster strikes, true leadership shows up—not just in statements, but in service. That’s exactly what BeyGOOD did for the residents of Altadena and neighboring Pasadena in the wake of the Eaton Fire. Under the guidance of Chairwoman Tina Knowles, BeyGOOD rolled up its sleeves, stepped into the community, and got to work. Not from afar, not through proxies—but directly, intentionally, and with heart.

The Dena Day of Giving wasn’t just a photo op—it was a full-circle moment of care, where survivors received new clothing, gift cards, and essential items they could use right away. Over 200 Eaton Fire survivors were granted direct financial assistance, totaling a jaw-dropping $3 million—helping families get back on their feet after unimaginable loss. And that’s just the beginning.

Thanks to a generous $1 million donation from Tony Robbins, the BeyGOOD LA Fire Relief Fund expanded to support even more homeowners and renters, delivering real impact where it’s needed most. BeyGOOD didn’t just show up—they stayed. They listened. And they honored the legacy of Dena—a community rooted in history, pride, and resilience.

To elevate the rebuilding conversation even further, BeyGOOD organized the Rebuilding Dena Panel Discussion, bringing together community leaders and experts including James Bethea, project superintendent at Hawk Development, architect Lynnelle Bryant, and Brandon Lamar, Vice Chair of the Pasadena Rental Housing Board. Moderated by LaSundra Tullis, Chief Operating Officer of BeyGOOD, the panel broke down real solutions—from tax relief and long-term hotel housing to fire-resistant construction techniques and guidance for those looking to add value to their property while rebuilding.

One powerful takeaway? Property owners may be eligible for tax reassessment if their homes were damaged or destroyed. And for those still navigating temporary living situations, the city of Pasadena has extended protections for displaced residents, allowing longer stays in hotels or motels without penalty.

But it wasn’t just about logistics and paperwork—it was also about community. Seventy volunteers, 13 generous sponsors, and 12 dedicated community partners joined forces to make this happen. And right at the center of it all? BeyGOOD, standing tall with the people of Altadena, honoring their strength and providing the resources to match it.

From grant disbursement to rebuilding education, BeyGOOD is helping Dena do more than survive—they’re helping it thrive.

Stay updated on future community-focused initiatives at BeyGOOD.org.