Donations raised from the Benefit LA Super Bowl Watch Party will support the Eaton Fire Relief & Recovery Fund at Pasadena Community Foundation.
PCF has been serving the communities of Altadena and Pasadena for over 70 years. As an umbrella organization, it has worked closely with both civic and nonprofit leaders during good times and bad to meet the changing needs. In response to the devastating Eaton Fire, PCF’s Board approved an initial $100,000 grant to launch the Eaton Fire Relief and Recovery Fund. As of January 22, 2025, the Foundation has raised over $7 million from more than 2,400 generous donors.
PCF is committed to deploying these funds as swiftly and effectively as possible to address urgent short-term needs. Its immediate priorities are supporting those directly impacted by the fires, including individuals displaced due to home loss, evacuation, or job loss—many experiencing more than one. The Foundation is actively working with trusted nonprofit partners providing essential services such as food, shelter, emergency childcare, and medical care.
On Friday, January 17th, PCF announced its first round of grants, totaling $533,000. PCF understands that new challenges will arise for survivors as days turn into weeks, and weeks turn into months. PCF’s pledge is to support the community well beyond the initial response, ensuring sustained aid long after media attention fades. They will be creating an advisory committee of civic, nonprofit, and community leaders to assess the greatest needs of the community and ensure the funds are utilized as effectively as possible.