On Sunday, over 500 protesters gathered at Fair Oaks Avenue in Altadena, California, to voice a powerful message: “Altadena is Not For Sale.” This rally was organized by My TRIBE Rise, a Black-led group focused on social welfare and justice, in response to the devastating Eaton fire that began on January 7. The fire destroyed more than 9,400 homes and burned 14,000 acres, leaving many residents vulnerable to opportunistic developers.
Heavenly Hughes, co-founder of My TRIBE Rise, emphasized the group’s ongoing efforts to provide housing and food to those affected by the fire. Hughes stated, “When this catastrophe happened, we stepped right in to provide what we have already been providing.” The rally aimed to ensure that property transactions remain within the community, preventing outside developers from altering the area’s character.
The slogan “Altadena is Not For Sale” has become a rallying cry, appearing on signs, shirts, and social media. Hughes explained, “We want to be sure that the buying and selling is happening within the community.” The concern is that property buyouts could push out long-time residents, changing the neighborhood’s unique identity, which boasts a high rate of Black homeownership.
The event also featured local artists and speakers, including Aloe Blacc, who performed his hit song “The Man.” Pastors LaKeith Kenebrew and Anthony McFarland led prayers, urging the community to unite and strategize for the future. McFarland highlighted the importance of preserving the heritage and wealth of Altadena’s Black and brown communities.
As residents prepare to rebuild, local vendors provided information on debris removal, contractors, and mortgage loans. My TRIBE Rise and other organizations continue to support those affected, with plans for future events to assist in the recovery process.
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