What Brands Are Doing to Help Los Angeles Fire Victims

As the fires in Los Angeles continue to rage, swallowing up homes and businesses from Malibu to Altadena, Airbnb was one of the high-profile brands to help those affected across Los Angeles County, offering temporary housing to people who were impacted. 

But many other brands and businesses, both national and local, are also lending a helping hand to those in need as the flames continue to be fanned by Santa Ana winds and dry conditions.

If any brands are assisting L.A. fire victims, please let us know at kyle.obrien@adweek.com.

Airbnb

Airbnb announced on its website that the short-term housing company is teaming up with 211 LA to offer housing to those affected by the fires.

Planet Fitness

Planet Fitness has opened its doors to residents, first responders, and anyone in the area affected by the wildfires. The chain is giving access to its gyms and providing free access to locker rooms, showers, massage loungers, charging stations, and Wi-Fi through Jan. 15.

The locations—from L.A. suburbs like Diamond Bar and Santa Clarita to the Inland Empire, Orange County, and beyond—aim to “provide the basic necessities” to displaced residents and give “first responders a place to help them feel supported and cared for between shifts,” per the brand.

24 Hour Fitness

24 Hour Fitness, based near San Diego, has also opened the doors of its L.A. clubs to residents and first responders. Many of the brand’s 89 locations in the area remain open, pending power outages and evacuation orders.

During the current chaos, “it’s essential to find a moment to care for both physical and mental health,” according to Karl Sanft, the brand’s CEO. “Whether you need a place to work out or simply take a moment to breathe and recharge, we hope our clubs can offer a sense of community and comfort in a time that threatens both.”

Kindred

House swapping site Kindred posted on Instagram that it is available to those who have been evacuated and need a place to stay. It also asks members if they have the ability to host displaced members. The site will waive all service fees for impacted members.

Vetster

Veterinary telehealth platform Vetster is offering free telehealth appointments to those who have been impacted by the fires. Pet owners in need of care can visit vetster.com/support to get in touch with Vetster’s care team who will get them set up with a free appointment. The offering is available for up to 500 pet parents until January 23. 

Chatbooks

The custom photobook site posted on social media that it’s offering free reprints of photos lost in the fires. It suggests people contact support@chatbooks.com.

Figs

L.A.-based healthcare apparel company Figs has launched a support initiative for the local healthcare community impacted by the wildfires. The brand is offering support the LA healthcare community in any way needed, including providing PPE and essential supplies, meals for healthcare professionals, sending scrubs to workers, childcare, and supporting relief efforts.

Uber

L.A. County residents who have been ordered to vacate their homes can receive a credit from Uber to be transported to an evacuation site. The $40 will be valid for trips to an active shelter and by using the code WILDFIRE25.

Lyft

Rideshare company Lyft stated it will offer $25 vouchers, valid for two trips, to 500 customers until Jan. 15 using the code CAFIRERELIEF25.

Bobbie

The infant formula startup is offering any parent whose home has been destroyed a free subscription until their baby’s first birthday. The consumer does not need to be an existing Bobbie buyer.

“How to feed your baby when you have lost everything you own should not be something any new parent needs to worry about,” according to the brand’s CEO and co-founder, Laura Modi.

Bobbie will donate 1,000 cans to local charities and grassroots partners while also reaching out to every subscriber in the impacted zip codes to offer support and hand deliveries.

Queen Mary

The historic ship, now a hotel in Long Beach, stated it will be pricing rooms for fire evacuees at $189, which will include breakfast vouchers for two. Pet and historical preservation fees will be waived.

Big Bear

The ski and mountain resort has offered evacuees a place to stay with discounted lodging. It has a web page with specials and updates.

Visit Anaheim

The visitors bureau of Anaheim has a web page that lists special hotel offers and assistance.

AT&T

The telecoms company is offering those in affected zip codes unlimited data, talk, and text through Feb. 6. 

Verizon

The comms company will waive text, call, and data charges for customers in the hardest hit areas, and it has deployed free Wi-Fi and charging stations at three separate wildfire shelters.

Sweetgreen

The fresh food chain’s Los Angeles-based restaurants are helping feed those in need.

Vrbo

The vacation rental platform has announced it is offering refunds to guests who need to cancel their reservations, with no penalty to the host.

Homegrown companies

A number of L.A.-based apparel and beauty brands—Fara Homidi Beauty, BAA, Bubble, Colourpop, and others—are doling out clothing and personal care products, organizing fundraising drives, and donating to local emergency services.