Rebuilding is officially underway in Altadena, nearly four months since the Eaton Fire ravaged this Southern California community.
Residents continue to move forward after losing so much to the January wildfire that claimed 17 lives and destroyed more than 9,000 structures across Altadena and neighboring areas including Pasadena. A testament to this beloved community has been the ongoing, concerted effort to support neighbors as they rebuild—rooted in a shared commitment to preserving the culture and history of Altadena, which was hardest-hit by the deadly blaze.
“The community in Altadena is so unique,” said Jasmin Shupper, founder and president of Greenline Housing Foundation. “It’s ethnically diverse, it’s socioeconomically diverse, it’s got diversity of thought, and it’s integrated.”
Land banking for preservation, not profit
Greenline has joined the effort to support Eaton Fire victims as they work to rebuild their lives from the ground up. As part of its long-term strategy, the Pasadena-based organization launched an emergency land banking initiative to acquire lots and prevent predatory developers from gaining ground.
Not everyone is interested in rebuilding, Shupper noted, and some will leave Altadena—at the same time, they don’t want to sell their land to outside developers. Greenline offers a practical alternative.
“We have been asked as a trusted organization in the community to purchase lots to keep them off the speculative market, and then work with community stakeholders and housing stakeholders to devise the future use of that land in a way that’s community-centered,” Shupper told NewsOne.
It’s a strategic move rooted in preservation, not profit. “We’re in this rebuilding for the long haul,” she said. “Any lots that we purchase will go directly to furthering our mission.”
‘Altadena Not For Sale‘ in action
Greenline’s mission aligns with Altadena Not For Sale, a movement started by residents to protect the community from disaster capitalism. “When disaster strikes, it affects property values,” said Shupper. “And so investors and speculative developers see that as a ripe opportunity to buy that land cheaply and turn it around for a profit without any consideration of maintaining the fabric of the community.”
In March, Greenline purchased its first lot on West Altadena Drive.
By retaining control of the land, Shupper explained, organizations like Greenline can ensure that the community is prioritized in the rebuilding process. “Community control of the land—that is the point of land banking.”
Dismantling systemic injustice in housing
Founded in 2020, Greenline Housing Foundation’s mission is to expand access to homeownership for Black and Hispanic community members. It’s about restoring housing justice and addressing systemic racism that has long denied people of color the opportunity to own homes and build lasting legacies.
When the Eaton Fire struck, supporting the recovery effort in Altadena and Pasadena became a natural extension of Greenline’s mission. “That’s always been who we are as an organization, so it would only follow that post-wildfire we would show up in a way that’s consistent with our mission,” Shupper said.
“That’s in the way of helping Black and Brown homeowners who lost their homes in the Eaton Fire to restore their wealth, preserve their homeownership, and preserve their legacies,” she added. “Recognizing that the demographic of Altadena is one that’s unique and had a Black homeownership rate that was double the national average. That is significant and something that we need to restore.”
Shupper, a longtime resident of Pasadena, was also displaced by the Eaton Fire, though her home fortunately survived. “The fire burned a circle around my entire neighborhood,” she said. “It is a miracle that my house is still there.”
As a housing justice advocate with a background in real estate development, Shupper is well-versed in the history that shaped Altadena’s demographic makeup. Pervasive housing discrimination in Pasadena—implemented through exclusionary practices like redlining—pushed Black families north to Altadena. “There were fewer barriers to homeownership for minorities in Altadena than in Pasadena,” said Shupper. “A lot of people from Pasadena fled north and started this thriving, diverse community in Altadena.”
Altadena emerged as a vibrant hub of racial and economic diversity, where generations of Black families put down roots. At its height in 1980, Black residents made up 43% of Altadena’s population.
Supporting both immediate and long-term Eaton Fire recovery
Land banking is just one part of Greenline’s efforts. In addition to securing land, the organization is addressing the immediate housing needs of residents displaced by the Eaton Fire, which leveled thousands of homes.
Shupper and her team are helping fire victims secure and pay for long-term temporary housing as close to home as possible to help families stay rooted while their homes are rebuilt. “Because we know that if people leave the community while they rebuild, they’re significantly less likely to return,” she explained.
One example of this work in action: Greenline secured a master lease agreement with an apartment building in nearby Glendale. This arrangement has allowed the organization to rent apartments to displaced residents without requiring them to meet traditional income or credit qualifications. “We are paying the rent and (the residents) are paying us, so they don’t have to enter into a direct agreement with the building. And so, they don’t have to income- or credit-qualify—we qualify them because we have the master lease agreement,” Shupper explained.
In doing so, Greenline is easing much of the stress of finding housing in times of crisis. “We were finding that a lot of people were not financially prepared to all of a sudden pay market rent or income-qualify at three times the monthly rent amount—maybe they didn’t get their insurance payout yet or they’re still paying a mortgage,” said Shupper.
And as residents prepare to rebuild, Greenline is working to provide direct financial assistance to families, helping bridge the cost of reconstruction for those who are underinsured or have no insurance. “There will be significant gaps in and above what FEMA or insurance will cover,” she said.
Shupper emphasized that Greenline is just one part of a larger, collaborative effort—a spoke on a wheel, not a silver bullet. From the Pasadena Community Foundation (which funded the purchase of Greenline’s first lot) to the California Black Freedom Fund, San Gabriel Valley Community Land Trust, and many others, a network of organizations and community leaders is driving this work forward.
How Greenline advances equitable housing
For years before the fire, Greenline had been doing the important work of expanding access to homeownership and creating pathways to generational wealth for Black and Hispanic families.
The nonprofit’s day-to-day work includes giving down payment grants to qualified home buyers (“one of the biggest barriers to homeownership for our target demographic”), supporting homeownership preservation (helping homeowners with repairs, maintenance, and enhancing their home’s value), and helping homeowners stay organized through financial education and access to estate planning services, for example, to “help people protect the asset and make sure it’s positioned to be passed down to the next generation,” said Shupper.
‘We’re going to continue doing what we’re doing.’
Greenline’s day-to-day operations haven’t changed, even as its scope expanded in response to the fire. “We’re going to continue doing what we’re doing,” Shupper told NewsOne. “Our homeownership access, homeownership preservation, and financial education will continue.”
In addition, Greenline is prioritizing down payment grants for renters displaced by the Eaton Fire who wish to purchase homes in the community.
“What long-term looks like for Greenline is participating with community stakeholders and housing stakeholders—working in collaboration to ensure equity in rebuilding and that wealth is restored,” said Shupper. “That’s our future.”
How to get help from Greenline Housing Foundation
Residents displaced by the Eaton Fire who need assistance can fill out an intake form on Greenline’s website, said Shupper. “Somebody on our team will get back to you and we will walk with you through this disaster.”
SEE ALSO:
Reemergence From The Ashes: How Altadena Is Slowly Reopening For Business
Wildfires Left Lasting Damage, But For Altadena Residents Looters Pose A New Threat
Nonprofit Purchases Land To Protect Altadena From Predatory Developers
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