By Jeroslyn Jovonn
March 24, 2025
“We’re worried that we’ll see a lot of cookie cutters rising…”
Altadena residents struggling to rebuild after the devastation of the Eton Fire are pushing back towards high-end developers trying to wager their claims in California communities where the fire has been damaged.
14 properties have already been sold since Wildfire destroyed more than 9,400 homes and scorched a 14,000-acre community. Housing professionals and community members are concerned that a competitive market could drive away long-standing residents.
“We’re worried that we’ll see a lot of cookie cutters rising. And we’ll have a lot of people coming and going. And we’ll lose the charm of Altadena,” said Darrell Kerr, whose house in Altadena was burning in fire.
The first vacant lot in the Foothill community north of downtown Los Angeles sold for $550,000 in cash ($100,000 at the asking price). To prevent takeovers of potential luxury developers, Greenline is negotiating to start securing long-term temporary housing for evacuated Altadena residents and purchasing lots that have been damaged by the fire.
Greenline effectively transformed into the “land bank,” the concept of Pasadena-based lawyer Remy de la Peza. Land banks have been established in cities such as Atlanta, St. Louis and Cleveland to reuse vacant city lots for local nonprofits, community organizations and affordable housing.
Earlier this month, Greenline acquired the property for $520,000 and is currently negotiating with several other sellers, according to Shupper. For families grieving the loss of their beloved neighbours, deciding whether to rebuild or not remains a challenging and emotional decision.
Ali Pearl, a University of Southern California writing professor who lost his home in the Eton fire, is determined to stay in Altadena. However, her insurance payments were $600,000. Builders estimate $1.2 million for the rebuild.
“We bought the house with the intention of living there for the rest of our lives and handed it over to our children,” she said.
Through her collaboration with community groups, Pearl will help connect her neighbors with resources and information on alternatives to selling developers. She aims to direct them to the Green Line and match them with available land and members of the community priced by Altadena.
“I think about the kids of my neighbors who were born and raised on the streets, and the fact that they couldn’t afford to return to their neighborhood.
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