Angelenos at Darden Pull Together to Provide LA Fire Relief

For University of Virginia Darden School of Business students Madelyn Merchant and Bella Martin, the Los Angeles fires hit especially close to home.

Merchant’s former neighbors in Pasadena and Altadena lost their homes, while Martin’s childhood community in Altadena faced devastation. Their friends and families fled as flames consumed property, and 100-mph winds sent debris crashing through living room windows.

Though more than 2,000 miles away in Charlottesville, they decided to take action to try to make a difference.

On Thursday, the students came together with others from the Darden and Charlottesville communities for a wildfire relief fundraiser at Three Notch’d Brewery to support those affected by the Los Angeles fires.

The event featured a raffle and silent auction, with items donated by local businesses and Darden alumni, reflecting the outpouring of support for this cause. All of the money raised is intended to go directly to the Los Angeles Fire Department and families affected by the tragedy.

Merchant grew up in La Cañada Flintridge, a town neighboring Pasadena and Altadena, areas severely impacted by the fires. Though her parents recently moved away, her former neighbors in Altadena lost their homes, and the schools, restaurants and businesses she cherished were destroyed.

After the fires, she went home to take a look at the damage.

Contributed photo from Madelyn Merchant while driving through impacted areas of Pasadena and Altadena.

“Driving through Altadena was apocalyptic,” she recounted. “Rows of chimneys looked like headstones. Entire streets were wiped out, leaving only rubble where homes once stood. The destruction is unfathomable.”

Merchant described the efforts of local crews to restore power and repair infrastructure in her hometown, which had been thrown into chaos. Despite the devastation, she found hope in the resilience of the Pasadena, Altadena, and La Cañada Flintridge communities. “The Rose will bloom again,” read a sign she saw in one yard.

For Martin, the fires ravaged her childhood home of Altadena and left a deep emotional scar. Her family narrowly avoided the flames, with her childhood home sitting just two blocks from the burn line and her grandmother’s house across the street from a fully destroyed block.

She mourned the loss of community landmarks, including the nature camp where she had spent six summers as a counselor, as well as churches, schools and small businesses that defined the character of her community.

“I’ve watched friends lose everything,” Martin said. “One friend sat helplessly as her backyard ignited, while another was jolted awake as debris shattered through her living room. My heart breaks for the children with no home to return to and no school to find comfort in.”

Merchant, Martin and many others played roles in organizing the Thursday event at Three Notch’d, collecting donations for the raffle and silent auction. They spent hours walking door-to-door in Charlottesville, pitching the fundraiser to local businesses.

The community’s response was overwhelming.

“Before I could even finish explaining, many businesses turned around to start printing gift cards or pulling items off shelves to donate,” Merchant said.

Contributions included dining vouchers, yoga classes, handmade products, and even items from Darden-founded startups. The generosity of both the local and Darden communities was a significant source of encouragement for both students.

The event itself was a lively gathering of students, faculty and local residents. As people enjoyed craft beers and browsed auction items, they also reflected on the significance of coming together in times of crisis.

As Martin reflected, she emphasized what Los Angeles, and Altadena in particular, mean to her.

“Los Angeles is a place of creativity, diversity and beauty. Altadena, with its rich history and vibrant community, has always embodied those qualities,” she said.

“Though the fires have forever changed our landscape, they cannot erase the spirit of our community. We will rebuild, and we will thrive again.”