About Us
The Dena Business Resilience Project is a community-rooted initiative supporting small business owners in Altadena and Pasadena impacted by the Eaton Fire. We believe no business owner should have to navigate recovery alone.
This initiative is led by an executive team of local leaders who bring deep experience in business development, mentorship, and community collaboration:
- Rosebud Coffee
- Pasadena Private Financial Group
- i61 Business Consulting
- Hope Ventures
We also work in close collaboration with the Eaton Fire Collaborative, a coalition of more than 80 organizations aligned around holistic fire recovery.
In addition to our executive leadership, the project is powered by a host of partner organizations that contribute funding, expertise, physical space, and essential business services – from chambers of commerce to churches, nonprofits, and financial institutions.
Together, we are committed to walking alongside business owners – offering not just strategies, but real support, lasting relationships, and a path to renewed stability.
Who We Are
The Dena Business Resilience Project is a community-rooted initiative supporting small business owners in Altadena and Pasadena impacted by the Eaton Fire. We believe no business owner should have to navigate recovery alone.
This initiative is led by an executive team of local leaders who bring deep experience in business development, mentorship, and community collaboration:
- Rosebud Coffee
- Pasadena Private Financial Group
- i61 Business Consulting
- Hope Ventures
We also work in close collaboration with the Eaton Fire Collaborative, a coalition of more than 80 organizations aligned around holistic fire recovery.
In addition to our executive leadership, the project is powered by a host of partner organizations that contribute funding, expertise, physical space, and essential business services – from chambers of commerce to churches, nonprofits, and financial institutions.
Together, we are committed to walking alongside business owners – offering not just strategies, but real support, lasting relationships, and a path to renewed stability.