Los Angeles, CA — The Los Angeles County Department of Economic Opportunity (DEO) today announced the expansion of the Shop Local Marketing Lab+ initiative to include eligible home-based Altadena businesses impacted by the Eaton Fire and the extension of the application deadline for eligible brick-and-mortar businesses through June 24, 2026. 

The Shop Local Marketing Lab+ was launched on May 26. It provides free, customized marketing support to small businesses in Altadena recovering from the devastating impacts of the Eaton Fire, including optimization of their physical commercial space or digital presence. The program is led by DEO and supported through partnerships with Supervisor Kathryn Barger, Google, SoCal Grantmakers, and Aidkit. The initiative was created to help local businesses restore visibility, reconnect with customers, and strengthen their long-term economic resilience. 

With this expansion, home-based businesses that received an LA Region Small Business Relief Fund grant award from DEO may now also access specialized digital marketing assistance, including website development, social media content creation, video marketing, targeted advertising, search engine optimization, branding support, and professional photography. Eligible brick-and-mortar businesses may continue to apply for both digital marketing services and physical storefront enhancement support. 

The expansion reflects ongoing recovery needs identified by local business owners and broadens access to resources for entrepreneurs operating from home, many of whom continue to face challenges rebuilding customer awareness and revenue following the Eaton Fire. It also provides additional time for brick-and-mortar businesses to apply and take advantage of the program’s no-cost marketing services.

Eligible businesses must be located and operating in Altadena, demonstrate financial impact from the Eaton Fire, and operate either from a home-based business location or a brick-and-mortar commercial location. 

Applications will now be accepted through June 24, 2026, for eligible brick-and-mortar and home-based businesses. Those interested in participating can learn more at shoplocal.la/marketing-lab. Applications will be accepted on a rolling basis, until available program funds are fully expended. Brick-and-mortar businesses who already applied, have been reviewed, and are accepted will be matched to services starting June 12.