Who We Are
HOLD Dena is a consortium dedicated to providing immediate relief and long-term support to families and businesses impacted by wildfires in the Dena region, which includes Altadena, Pasadena, and surrounding areas. We do so by building a trusted network, mobilizing capital and deploying resources and funding to the residents and families who need it most. We also pioneer a vision for revitalization that is inclusive of the multi-generational family ecosystem at the heart of city.
Why HOLD 'DENA'?
How We Get It Done
Emergency Relief Fund
Annual Benefit Concert Fundraiser
Legacy Land Project Platform
Funding dedicated to providing support for the following:
● Housing Support – Hotels, rentals, and transitional aid.
● Transportation – Car rentals, fuel stipends, and transit passes.
● Childcare – Coordinated network for temporary childcare.
● Care Teams – Navigating health care management, prescriptions and patient navigation.
● Technology – Computers, cellphones and connectivity needs.
● Mental Health – Finding counseling services, and trauma support.
Legacy Land Project Platform
Annual Benefit Concert Fundraiser
Legacy Land Project Platform
A Care Network and platform designed to help coordinate resources, financial and professional services needed to rebuild:
● Care Managers - direct support for residents to help navigate resources
● Clean-Up Service – Debris removal, waste disposal, and land clearing for rebuilding.
● Building Support – Funding for lumber, roofing, insulation, and plumbing.
● Donation Coordination– Registered list of supply and material donors for residents.
● Professional Services – Vetted list of architects, engineers, and environmental consultants.
Annual Benefit Concert Fundraiser
Annual Benefit Concert Fundraiser
Annual Benefit Concert Fundraiser
A community revival to bring residents back home and keep Dena on the map:
● Resource Festival– Supports Dena’s restoration by engaging with partners and sponsor.
● Fundraising – Raises recovery funds for Legacy Land Project to directly support families and business affected.
● Live & Virtual – In-person and livestream event to connect the community
● Star Power – Headlined by Andra Day & more with inspiring stories and interviews and multimedia.