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Multiple Agencies Partner to Launch Unified Access Pass

Information about where to obtain access passes
Courtesy of the Office of Mayor Karen Bass

By SARAH SHMERLING | Editor-in-Chief

Multiple agencies have partnered together so Palisades fire-impacted residents, businesses, and contractors and employees can acquire a unified access pass, which began March 3.

“Law enforcement is now using one unified pass,” according to Los Angeles Police Department Chief Dominic Choi during a town hall hosted by Mayor Karen Bass on Tuesday, March 4. The effort was a collaboration between Los Angeles County Sheriff’s Department, LAPD, City of Los Angeles and Supervisor Lindsey Horvath’s office, according to the City of Malibu.

Previously obtained passes (including red for residents with no expiration date and blue for contractors with valid dates) will still provide access to the area.

“As long as they’re valid passes—they’re not duplicates—they will be honored at the checkpoints,” Choi said. “There’s no need to go back and get the new unified pass.”

Each person going in and out of the area needs to obtain a pass that matches their identification, which will be checked at access points, Choi said.

Those operating the check points have seen an increase in fake/duplicate passes, Choi continued, citing that last Saturday, March 1, by 10 a.m., more than two dozen counterfeit or duplicate passes were encountered, which has been causing “significant backup” in lines to enter the area.

“I know it’s a little bit of inconvenience, but please make sure that the appropriate people are getting the valid passes from these pass distribution centers,” Choi said.

Access passes can now be picked up Monday to Saturday between 9 a.m. and 7 p.m. at the Disaster Recovery Center at UCLA Research Park West (10850 West Pico Boulevard); Tuesdays and Thursdays between 10 a.m. and 4 p.m. at Santa Monica College – Malibu Campus Admin Building Interpretive Center (23555 Civic Center Way); and Saturdays at Malibu City Hall (23825 Stuart Ranch Road) between 10 a.m. and 4 p.m.

While conducting crime suppression efforts, California Highway Patrol was alerted to a home that had several cars parked outside on Saturday evening, February 22, Choi explained during the town hall. A resident of the Palisades was having a dinner party with 25-plus guests, Choi continued.

Those in attendance had “fake contractor passes” that were confiscated, Choi explained. The party was dispersed, he said, and everyone left peacefully.

During the Q&A portion of the town hall, a question was posed about the presence of National Guard in the area, to which Vahid Khorsand with the Board of Public Works responded: “There is no timeline for the National Guard to leave the Palisades at this time.”

EPA Phase 1 Complete in Palisades, Eaton Fire Zones

A sign noting that Phase 1 has been completed by EPA
Photo by Sarah Shmerling

Phase 2 Work Is Underway in Both Areas

By LILY TINOCO | Assistant Editor

The U.S. Environmental Protection Agency announced it has completed Phase 1 of wildfire hazardous debris cleanup for the Eaton and Palisades fires.

Phase 1—Household Hazardous Waste Removal—was managed by EPA under executive orders and needed to be complete at parcels before beginning Phase 2 clearing of structural debris.

The first phase involved “assessing and safely removing hazardous materials,” including paints, cleaners, pesticides, fuel, propane tanks, batteries and more from impacted residential and commercial parcels.

“EPA crews identified and cleared hazardous materials from 13,612 residential properties and 305 commercial properties, paving the way for debris removal and other stages of the recovery effort to move forward,” according to EPA.

During a town hall hosted by Mayor Karen Bass on Tuesday, March 4, EPA representative Rusty Harris-Bishop explained that there were 6,981 residential parcels and 129 commercial parcels that needed to be inspected in the Palisades fire area. Of those, EPA was able to clear 4,349 residential parcels and 77 commercial parcels.

In the Palisades area, 2,632 residential parcels and 52 commercial parcels have been deferred to Phase 2, which means that the U.S. Army Corps of Engineers or private contractors will be responsible for the removal and safe disposal of the waste—depending on if residents opt in or out of the county-run program.

Parcels are deferred, according to Harris-Bishop, when EPA is unable to safely complete the work, due to things like unsafe chimneys, basements or walls. The EPA works with hand-tools, Harris-Bishop continued, while the Army Corps and private contractors have the tools needed to complete the removal process.

Phase 2 is the Comprehensive Debris Removal Program. Residents have two options for Phase 2: opting in to the county’s debris removal program, which is being led by the Army Corps and Colonel Eric Swenson, or opting out of the county-run program and hiring a private contractor. The deadline to opt in or out of the program is March 31.

The Army Corps has established a Debris Call Center to answer questions regarding Phase 2 of debris removal. The hotline phone number is 213-308-8305. Operators are available daily from 6 a.m. to 6:30 p.m.

Post Seeks First Baby of 2025

The first baby of 2024
Photo courtesy of Lauren Nabi

By SARAH SHMERLING | Editor-in-Chief

The Palisadian-Post is now seeking the first baby born to a Palisadian family in 2025—a tradition of honoring the baby born closest to 12 a.m. on January 1 that began in the paper in 1954 and has been published since.

In past years, entries have been sought in January, with the story published at the end of January or early February. This year’s selection process and story was postponed following the Palisades fire.

In addition to a feature in the Post, the family will receive a basket of prizes from contest sponsors, including a handmade quilt from Pacific Palisades Woman’s Club, a gift certificate to Sanctuary Spa at the Palisades (temporarily closed but still standing), items and a gift card to The Pump Station & Nurtury in Santa Monica, and products from Busy Benny—which were delivered before Founder Laura Gowing lost her inventory and home in the fire.

Other contest sponsors are Above Bar, The Gray Dragon and tawnya, who lost their business spaces, inventories and homes in the fire, but the Post wanted to acknowledge and thank them for their willingness to sponsor the contest.

Families who had a baby in the new year are invited to email mypost@palipost.com with the date and time of the birth to be considered.

Deadline to Apply for FEMA Assistance Approaches

FEMA and SBA deadline information
Courtesy of the Office of Mayor Karen Bass

By SARAH SHMERLING | Editor-in-Chief

The deadline for homeowners, renters and businesses impacted by the wildfires to apply to receive FEMA assistance or a U.S. Small Business Administration low-interest disaster loan is Monday, March 10.

When it comes to FEMA, “two grants are available for up to $43,600 each: Other Needs Assistance [and] Housing Assistance,” according to information shared by Michael Peacock at a virtual town hall hosted by Mayor Karen Bass on Tuesday, March 4.

There is also rental assistance available, Peacock said, which “does not count against max grant award.”

The application can be completed online at disasterassistance.gov, on the FEMA app, by calling the FEMA Helpline at 800-621-3362 or in person at a Disaster Recovery Center.

The deadline to apply for an SBA low-interest disaster loan for those who have experienced physical damage is also March 10, reported Corey Williams with SBA.

“SBA provides low-interest loans to homeowners, renters and businesses in Los Angeles County who experienced property damage because of the fires,” according to information shared during the town hall.

For people in contiguous counties—including Kern, Orange, San Bernardino and Ventura—who have experienced “economic injury only,” the deadline is October 8, Peacock explained.

Applications can be made online at sba.gov/disaster, by calling SBA’s Customer Service Center hotline at 800-659-2955, by emailing disastercustomerservice@sba.gov or in person at a Business Recovery Center.

There are also city and county relief funds available, which all have a deadline of March 12: LA Region Small Business Relief Fund; LA Region Worker Relief Fund; and LA County Household Relief Grants.

Residents Can Obtain Original Building Plans at Rebuilding Center

The LA One-Stop Rebuilding Center
Photo courtesy of the office of Mayor Karen Bass

By SARAH SHMERLING | Editor-in-Chief

Residents of Pacific Palisades can now obtain original building plans for homes that were destroyed in the fire at the LA One-Stop Rebuilding Center, Mayor Karen Bass announced on March 5.

Governor Gavin Newsom—at the request of the mayor—issued an executive order suspending the state law the requires City of Los Angeles officials to “seek the consent of the person who designed a building plan before releasing it to the building owner,” according to the statement.

Property owners can request their plans at the One-Stop Rebuilding Center at 1828 Sawtelle Boulevard, Monday to Friday from 10 a.m. to 8 p.m. and Saturdays and Sundays between 10 a.m. and 4 p.m. Plans can also be requested by emailing records.ladbs@lacity.org.

“Government-issued ID, a copy of the property’s recorded deed and completion of this form are required to obtain plans,” according to the statement. “Staff has been directed to provide the service same-day whenever possible.”

A One-Stop Rebuilding Center was opened on Wednesday, February 12—designed to help “Palisades homeowners and business owners rebuild faster.”

The departments available at the center include Bureau of Street Services, Bureau of Sanitation, Department of Transportation, Department of Water and Power, Housing Department, SoCalGas, Department of Building and Safety, Department of City Planning, Los Angeles Fire Department, Bureau of Contract Administration, and Bureau of Engineering.

Palisadian Brands ‘Make March Matter’ for Children’s Hospital Los Angeles

Photo courtesy of Make March Matter

By SARAH SHMERLING | Editor-in-Chief

The 10th annual Make March Matter campaign kicked off this month—and several brands with ties to Pacific Palisades are participating in the fundraiser, which supports Children’s Hospital Los Angeles.

The month-long campaign has “local businesses and community members” rallying together throughout March to “raise funds to provide critical, life-saving care for CHLA patients,” according to a statement: “Shop, dine and attend an event with a Make March Matter partner to make a difference because saving lives is everyone’s business.”

Though currently closed due to the Palisades fire, Make March Matter Diamond Decade Partner Alfred Coffee, which has a store in Palisades Village, has partnered with the campaign for all 10 of its years.

“For the month of March, Alfred Coffee will donate $1 from every Lavender Syrup bottle, Lavender Latte, Lavender Madeleine and Lavender Tumbler sold to the Make March Matter campaign benefiting Children’s Hospital Los Angeles,” according to the campaign. “Customers can make additional donations at the register upon checkout.”

A list of Alfred locations can be found at its website.

My Hand in Yours—which is founded and operated by Palisadian Jamie Lee Curtis—is a 10 for 10 Partner this year, which means it has committed to “raising $10,000 or more for the campaign’s 10th anniversary.”

“We’ve been through a lot the past couple of months in our City of Angels,” Curtis said in a post on Instagram, “so let’s take care of the children together.

During the month of March, My Hand in Yours will donate 100% of sales to support the campaign. Alfred and My Hand in Yours have also partnered this year for a matching grant, Curtis explained in the post.

Another partner with ties to the Palisades is Angelini Osteria, with Chef-Owner Gino Angelini also operating Angelini Ristorante & Bar in Palisades Village, which is currently closed due to the fire. A portion of sales of all Torta della Nonna desserts at the Beverly Boulevard location will support the campaign.

“The goal of Make March Matter is to raise $1 million or more during the month of March,” read the campaign’s website. “We have been able to achieve this year after year thanks to the collective efforts of every partner in the campaign.”

There is also a series of events taking place throughout the month that will help raise funds to support the campaign, including a Danielle Morgan Jewelry Pop-up Shop at West Elm on March 8 and 9; an Eataly Cooking Class on March 15; and several Los Angeles Kings games, including March 11, 13 and 15.

A full roster of participating events and partners is available at the campaign’s website.

Anawalt Reopens Sunset Boulevard Store

Anawalt’s Palisades Hardware on February 18
Photos by Sarah Shmerling

Other Businesses to Reopen Include Vons, Palisades Gas & Wash

By SARAH SHMERLING | Editor-in-Chief

Following multiple-week closures after the Palisades fire, several area businesses have reopened within the community—including Anawalt’s Palisades Hardware on Sunset Boulevard.

“We’re happy to announce that both our Palisades and Malibu locations are open regular hours and fully stocked to serve your essential hardware needs,” read a statement from Anawalt on the Malibu Pacific Palisades Chamber of Commerce social media pages.

The building that houses Anawalt sustained minimal damage in the Palisades fire, which began on January 7. The building was previously subdivided, with other spaces—Sotheby’s International Realty and the part of the building that was formerly occupied by Pharmaca—receiving no damage, according to an inspection map compiled by CAL FIRE.

The building shares a parking lot with Palisades Gas & Wash, which is also listed as undamaged, and Ralphs, which was destroyed in the fire.

About three weeks ago, a crew of five Anawalt employees first returned to the store with generators to begin sweeping and cleaning the soot and ash, General Manager Rosie Maravilla explained to the Palisadian-Post.

“We worked like that for three or four days,” Maravilla described.

The team then went to the other Anawalt locations to begin picking up approximately 20 pallets of product that had been redirected while the Palisades store was closed.

Village 76

“The power went on six days later,” Maravilla said, and the store was able to reopen.

Due to ongoing road closures and evacuation orders, which are both currently in place for the general public, the area and store have been open to residents and contractors with passes.

“A few customers that are homeowners looking at their property [shared] it feels good to see all of us,” Maravilla said. “Those who recognize us, it feels like a little normalcy.”

Anawalt’s Palisades Hardware is also doing delivery. Maravilla said they have lumber in stock, and anything they don’t have at the Palisades location can be picked up from its other locations.

“We’re here to restore and rebuild,” Maravilla shared.

Anawalt’s current hours are Monday to Friday from 7 a.m. to 3 p.m. and Saturday from 8 a.m. to 3 p.m. at 15130 Sunset Boulevard. It is closed on Sundays.

The Malibu location—3730 Cross Creek Road—has also reopened, Monday to Friday from 6:30 a.m. to 5 p.m., Saturday from 8 a.m. to 5 p.m., and Sunday from 9 a.m. to 4 p.m.

Updated information will be available via anawaltlumber.com.

Other businesses that have reopened within the community in some capacity are Highland Postal Center at 528 Palisades Drive, Canyon Square at 169 West Channel Road, Palisades Gas & Wash at 890 Alma Real Drive, Vons at 17380 Sunset Boulevard, Village 76 at 15400 Sunset Boulevard, 76 at 17299 Pacific Coast Highway and Chevron at 14791 Pacific Coast Highway.

Highland Postal Center is currently operating with amended hours from 10 a.m. to 4 p.m. Monday to Friday, as well as Saturday from 10 a.m. to 2 p.m. Vons is open from 8 a.m. to 5 p.m. daily, according to its website.

Palisades Gas & Wash is open Monday to Friday from 8 a.m. to 3 p.m., with gas available at the pumps 24 hours.

Robert Munakash, who owns Village 76 and the 76 on PCH, confirmed both locations are open from 6 a.m. to 5 p.m. daily, with gas available 24 hours with a credit card.

“We’ve had some regular customers,” Munakash said. “Lots of hugs.”

American Legion Ronald Reagan-Palisades Post 283, at 15247 La Cruz Drive, is also open as a Palisades Wildfire Community Support Center between 9 a.m. and 5 p.m.

Services that will be available at the site include insurance and legal advice; FEMA, SBA and Red Cross stations; mental health counselors and clergy; distribution of PPE, food and water; and shovels and sifters.

Park Advisory Board Discusses Recovery Efforts at Palisades Recreation Center

Palisades Recreation Center as an LADWP staging area on February 18
Photo by Sarah Shmerling

By SARAH SHMERLING | Editor-in-Chief

Pacific Palisades Recreation Center Park Advisory Board met for the first time following the Palisades fire to discuss recovery, remediation efforts and rebuilding the evening of Tuesday, February 18, via Zoom.

According to the CAL FIRE Damage Inspection map, the small gym at Palisades Recreation Center sustained no damage in the fire, while the tennis center and large gym are noted as “destroyed,” meaning they are at least 50% damaged.

Veterans Gardens and Field of Dreams—features of the rec center—remained largely intact, according to PAB board members, with some vegetation and dugout areas burned.

The meeting began with updates regarding remediation and repairs to damaged and destroyed park facilities from Recreation and Parks General Manager Jimmy Kim, who was joined by LA City Chief Recovery Officer Steve Soboroff.

“The department is committed to rebuilding and bringing back [the] park as quickly and expeditiously as possible,” Kim said, stating that, as of the time of the meeting, RAP was still “actively working” to develop a “comprehensive restoration plan.”

The city’s Bureau of Engineering has been tasked by RAP to determine which portions of the still-standing buildings are structurally safe, which will help determine the course of action, including whether to demolish structures like the big gym or rebuild.

The intent, according to Kim, is to replace the Tennis Pro Shop and maintenance service building with prefabricated buildings, which will “speed up the process to bring amenities back online quickly.”

Palisades Recreation Center is currently being used as a staging area by Los Angeles Department of Water and Power as it works to restore utilities in the area. Kim said LADWP is aware of RAP’s plan to reopen the rec center as future repopulation efforts become underway.

At the time of the meeting, Kim reported that RAP was meeting with Hagerty group, which has been hired as the city’s recovery consultant, to determine FEMA reimbursement eligibility for the park buildings.

“The assessment by Bureau of Engineering and our meeting with Hagerty group will really help inform us as a department and the city on a timeline in terms of rebuilding not only the gym, but also the two others that were burned down,” Kim explained.

Previous funding of about $883,000 for the restroom renovation project at the small gym had been committed to the Palisades. Kim said there is also interest from donors to help rebuild.

“We intend to leverage that allocated funding, as well as donor funding, to reinvent some of the spaces and really rebuild the park better,” Kim said.

Soboroff spoke after Kim, stating that the park is a “symbol of the community”: “It needs to be first,” Soboroff continued, as well as Palisades Branch Library and other buildings in the area, to serve as a community center as rebuilding efforts continue.

When Kim began taking questions, PAB Board Member Rick McGeagh cited that in earlier meetings, the board had been told the park was awarded $1.1 million in Quimby funds, but that in later meetings, PAB learned the bid for the restroom renovation project was $883,000.

“I expressed my concern then and I am now, because we can’t afford to waste money, and those restrooms should be no more than $200,000,” McGeagh said. “If we allow them to be renovated for $883,000, then we don’t have $900,000 left over for the playground.”

Kim responded that the pricing in the public sector is “always greater” than the private sector, because city departments like RAP “have to go through specific contractual agreements, as well as prevailing wages and different types of things.” He said that in a “perfect world” funds from a FEMA reimbursement to do the big gym and money from donors would be applied to costs of rebuilding.

Soboroff, who spearheaded fundraising efforts for the last time the playground at the rec center was replaced nearly 40 years ago, asked Kim if it would be an option for Palisadians to obtain a right of entry and complete rebuilding work. Kim said money through a foundation or a donation would have less restrictions: “We’re able to move a lot quicker.”

PAB Board Member Bob Benton then posed a question about the donations coming in from the city and county, noting the importance of transparency when it comes to the destination of raised funds.

“Where are they going?” Benton asked. “Who’s controlling them? Is there a central drive?”

Kim said that monetary donations are being requested to go through the Parks Foundation, while donors who are talking with the mayor’s office are separate. Donations being made to the Palisades should be ear-marked as such, but not for specific projects, like the playground or small gym, because then if more money than is needed is received, it is restricted in its use.

“The way the Parks Foundation works is that if it’s allocated to Palisades, that’s exactly where the funding will go,” Kim said.

There is also a Palisades-specific nonprofit, with PAB Board Member Mike Skinner as president and Benton as vice president, where PAB suggested donations be made to support ongoing work at the park, including Field of Dreams improvements: Pali Community Center Committee.

PAB Board Member Rob Weber asked for a timeline of RAP’s meeting with Hagarty and when BOE would be assessing the structures. Kim said he would return to a future meeting, potentially as soon as the next one, to provide updates to PAB.

Later in the meeting Weber posed a question to Soboroff, asking what Soboroff can do to get a plan and timeline in place for reopening parts of the rec center, especially those that were undamaged, in the near future. Soboroff recommended using “positive reinforcement,” that the “system does not respond well to finger-pointing.” He also suggested getting “as many entry permits” to take on rebuilding work as possible.

“The city’s not entirely sure what needs to be done, and they’re working on it, and this will be a work in process,” PAB Chair Andy Starrels said later in the meeting of PAB’s role in the rebuilding of the park. “I will again call on this PAB: We need to be the conscience, the eyes, the ears and the voice for this community, and continue to press on [RAP], receive it and continue to press, quantify what needs to be done and get it started in the most expeditious way we can.”

When it comes to obtaining rights of entry to do the work at the park, Starrels said he thought the city would be “more than” receptive to the assistance: “If it’s restrooms, if it’s programming, if it’s whatever, if we can do [it] and use the community to step up, we need to seize upon that as many times .. to get these things done.”

Also during the meeting, Senior Facility Director Jasmine Dowlatshahi was applauded for her efforts to continue programming following the fire, including temporarily relocating the youth basketball program with 70 teams playing to Robertson and Oakwood recreation centers, and running camps for displaced residents in the weeks after the fire started on January 7.

Toward the end of the two-hour meeting, PAB voted to support two motions related to remediation and rebuilding, including supporting a council file proposed by Councilmember Traci Park, which relates to rapid soil testing of city facilities, including the rec center, and to support the prioritization of lot clearance by the U.S. Army Corps of Engineering in the area immediately surrounding the park.

PAB, which usually convenes on a quarterly basis, agreed to meet more frequently for the foreseeable future, with its next meeting slated to take place on March 18.

Palisades Barber Shop Announces Closure, Pivots to House Calls

Joe Almaraz in 2020
Photo by Rich Schmitt

By LILY TINOCO | Assistant Editor

Palisades Barber Shop—one of the oldest businesses in Pacific Palisades—announced it will be “permanently closing its doors” following its destruction in the fire, but the team said they are now available for house calls  until they find a new location.

“Palisades Barber Shop will be permanently closing its doors due to the devastating wild fires that destroyed our beloved Palisades,” the shop said in a statement signed by Owner Joe, JR, Lucy and Tomás Almaraz. “We deeply appreciate your patronage over the years and are grateful for the opportunity to have served you all. We are saddened by this decision as we feel this barber shop, which has been in the same location since 1940, was a huge part of the Palisades community, and we will miss you.”

The shop has been widely recognized as a fixture in the community—with a list of customers who frequented 15322 Antioch Street over the last eight decades. The shop still had its original cabinetry and a sturdy clock on the wall—used to time appointments.

Joe was honored in 2022 as parade marshal on Fourth of July. In making this decision, Palisades Americanism Parade Association said that it sought individuals or pairs who were active in the community.

“As a longtime business owner and resident of Pacific Palisades, it was an absolute joy to be honored as a parade marshal,” Almaraz said to the Palisadian-Post in 2022. “With the constant hard work I put into my business and my dedication to the community, it was a surreal moment … and one that I won’t forget.”

Joe and his family aimed to cultivate an atmosphere that welcomed both first-time and longtime patrons. Notably, many famous customers frequented the shop, including retired LA Dodgers play-by-play announcer Vin Scully, Christian Bale, Tom Brady, John Mayer, Larry David and more.

“It’s hard for some people to believe it opened in 1940,” Tomás, the youngest of Joe’s three children who worked at the shop, said to the Post in 2020. “My dad applied for a job there in 1962 when he was 20 and eventually bought it from Bill Parker in 1984. He was looking into plumbing but was drawn to barbering.”

Palisades Barber Shop reported that the team is available for house calls until “we find a new location.”  For more information or to contact the shop, call 424-789-9495 or email palibarber@yahoo.com.

Former Honorary Mayor Jake Steinfeld Launches Fundraising Initiative

Steinfeld at the Village Green in 2014
Photo courtesy of Post archives/Rich Schmitt

By SARAH SHMERLING | Editor-in-Chief

When Jake Steinfeld, former honorary mayor of Pacific Palisades, helped distribute checks to families in need after the recent wildfires in Los Angeles, he was able to connect with them on a personal level: He, too, lost his home of more than 30 years.

“The people, the tears, the joy, the disbelief—thinking, ‘Is this real?’” Steinfeld said of handing the 10 checks for $5,000 each to families from Los Angeles Kings’ sponsor Mercury Insurance. “It’s so amazing to be able to do something nice.”

The charity games on Sunday, February 23, were hosted by the National Hockey League and Luc Robitaille, president of the Kings and a longtime friend of Steinfeld’s. Four teams had rosters that included celebrities, NHL alumni and hockey dignitaries, as well as first responders from Los Angeles Fire Department, Los Angeles County Fire Department and Los Angeles Police Department.

For Steinfeld, he has been watching ongoing fundraising efforts that are underway across the city, including donations from the National Basketball Association, the FireAid concert on January 30 and others.

“Everyone’s heart is in the right spot here,” Steinfeld said of the efforts. “People don’t really know, ‘How do we take the money that’s committed and how do we get it to the people who need it most?’”

Steinfeld said that when handing the checks to the families, he felt “immediate kinship” after telling them he lost his home as well. He said this was a “beautiful way” to get the money to families in need.

“Like everybody else, we’re completely heartbroken,” Steinfeld said. “We’re one of the folks, unfortunately, that lost our home. It sickens me. It’s psychologically challenging. I mean, when you think about it, every species on the planet has a place to call home—whether it’s a crevasse or a beehive or a nest or a cave or an apartment, a house, a condo, you name it.”

While speaking about the loss of his home with various media outlets, Steinfeld said he was feeling inspired to do something for his community, raising funds and then designating them to a local cause in town. The answer came from his time as honorary mayor, beginning in 2014.

Steinfeld hangs the flag at his property
Photo courtesy of Jake Steinfeld

Steinfeld, who launched a campaign with the Palisadian-Post more than a decade ago to solicit designs for the Palisades flag while raising money for charities, has partnered with Anthony and Sue Marguleas of Amalfi Estates to reprint copies of the flag that are now on sale for $40 to raise funds for Palisades Recreation Center.

Proceeds from the sales of the flags, along with matching donations from the Marguleas and Steinfeld families, will be given to the rec center.

The flag was originally available in 2014, with a design by Sean Lim and Will Dintenfass—who met at Palisades Charter Elementary School—chosen out of more than 230 entries. Marguleas has since reprinted the flag in 2020 and 2023.

“It was really meant to show a sign of camaraderie, to show a sign of community, to show a sign of togetherness,” Steinfeld said of the flag. “There’s not a lot of places that you can say resemble a neighborhood and the Palisades is just that—it is a neighborhood, the greatest of all time.”

The flag has been reprinted with Steinfeld’s trademark at the bottom: “DON’T QUIT!” which is inspired by a poem on a plaque he received when he was 14 years old, struggling in school and at the precipice of his journey into the fitness world that changed the course of his life. The plaque hung in his home office until it burned in the Palisades fire.

Steinfeld described picking the plaque up to put in his duffel bag while evacuating, but thinking to himself that if he put it in his bag, it meant he was not going home. He put the plaque back on his desk, where it eventually burned, along with “everything else”—“the memories” and “the mementos.”

“It becomes more important, more poignant, those words: DON’T QUIT!” Steinfeld said. “Not just for me and my Steinfeld family, but for every family in the Palisades. DON’T QUIT! is not a catchy slogan. It’s a mantra. It runs through my blood.”

It is the same poem that was read by Kings’ players Darcy Kuemper and Mikey Anderson, along with Robitaille and Steinfeld, during the broadcast of the NHL charity games.

While his own rebuilding efforts are underway for the home where he raised his four kids and resides now with his wife, Tracey, Steinfeld is looking for the next way to give back to his community, which includes engaging with area doctors with expertise in mental health to connect with people who are in need of services.

“There’s so many people who are really struggling and just need a little help,” Steinfeld said. “I’m working on interesting things with some pretty amazing doctors.”

The flag can be purchased here.