On January 7, 2025, the Eaton and Palisades Fires forever changed the landscape of Los Angeles County. The Eaton Fire alone destroyed over 6,000 homes and 80+ commercial buildings in Pasadena’s neighboring town of Altadena. The devastation of the fire disaster has forced me to think critically about community and everything that word means.

Like most destination organization professionals, I thrive and take great pride in being of service to my community. Introducing visitors to our local cultural attractions, making connections among small business owners to foster collaboration and building relationships with key community stakeholders are all aspects of my job that come naturally and provide me with great joy. In 2023, when Jack Johnson so succinctly said that the work of destination organizations is essential, absolutely necessary and very important, it rang true, but still didn’t totally click for me. It took a full-blown disaster, and the critical response to it, to really crystallize the power of that sentiment. 

In the aftermath of the fire, Visit Pasadena played a critical role in ensuring that accurate information about our city was being shared and that misinformation and misperceptions were being countered. Additionally, once the immediate threat was over, it was critical for us to support our local businesses by amplifying the message that Pasadena is open for business, and that tourism matters—that a visit to Pasadena would make a meaningful difference to our recovery. Our Pasadena community was counting on us, and we needed to deliver. We understood the assignment. Our work was essential, necessary, and very important. We also consider it a privilege.  

And while our Pasadena community was leaning on us, Visit Pasadena was lucky enough to have folks to lean on as well. Visit Pasadena is a member of several communities that all rallied to share information, resources, and well-wishes with us. All were important, and all were appreciated. The leaders of the LA-area destination organizations, including Los Angeles, Santa Monica, Beverly Hills, West Hollywood, and Marina Del Rey, were in close communication with one another. While our destinations were all affected by the fires differently, we were all impacted by the media narrative. I am grateful to be a member of that very special community of DMO leaders. Visit California is another example of a community to which we looked for support. The work they do on behalf of the tens of thousands of California businesses that benefit from travel is so appreciated. The resources deployed and speed of response from Visit California, for the benefit of Pasadena and the entire LA area, were remarkable.  

However, aside from the City of Pasadena, the community for which I am most grateful is Destinations International. DI has been an important part of my professional life for over two decades. I am grateful for the professional development and thought leadership the organization has shared with me. I am thankful to the industry colleagues who have become trusted and true friends. And I will never find adequate words to express my gratitude for the staff and leadership of Destinations International and the Destinations International Foundation, who established the LA Wildfire Recovery Fund within a week of the fires starting. Over $100,000 was raised within 72 hours of the fund being launched. That’s community. Destination organizations, alongside industry partners, contributing meaningful financial help to another destination in crisis. And beyond financial help, the outpouring of offers to help, in ways big and small, was so meaningful. A perfectly timed email or text letting me know a colleague was thinking about my destination, its residents, and my ability to lead was my fuel in January. It is easy to feel overwhelmed and alone when confronted with a crisis. But knowing that I could count on Destinations International's support was comforting and empowering. I encourage you to lean into your DI community during the good times, because they will also be there with you when times get tough. The tools available for destination professionals are numerous. Destinations International aims to elevate tourism by educating, equipping, empowering, and connecting its members to better fulfill their missions and achieve positive results around the world. Our industry is a better place thanks to the efforts of the DI staff, leadership, and members. I am proud and grateful to be a member of the Destinations International community. 

Actionable Takeaways

• Establish communication protocols for crisis response.
• Proactively build relationships with peer DMOs and state associations.
• Lean on DI’s network and resources during recovery and rebuilding efforts.