As Los Angeles emerges from the smoke that reigned over January, private firms are partnering with governments and nonprofits to help their neighbors breathe easier.
Event producer 15|40 is one such company.
Known for glittering displays at movie premieres for Amazon, Disney, ESPN and Paramount, the agency donated its manpower–as well as its prized warehouse—to Angelenos hoping to rebuild from the rubble.
They partnered with Community Organized Relief Effort (CORE), a disaster relief organization founded by actor Sean Penn in response to the 2010 Haiti earthquake, to build a playroom and family-friendly space at a shelter at the Pasadena Convention Center.
15|40 is one of several events companies that has donated its time and resources to helping the community rebuild. They include the SEARCH Foundation, a relief org that helps events and meetings professionals in need through emergency grants.
The Eaton and Palisades fires leveled more than 16,000 structures and killed 29 people before they were contained on January 31. The Pasadena shelter brought relief to families who had nowhere to turn.
“My home might be gone, but at the shelter, CORE has brought such a sense of joy and hope,” said Glen, an Altadena resident who, along with his wife, lost his home and all his belongings in the Eaton fire. “They went above and beyond and were just so kind. At 65 years old, I’m not an emotional man, but thinking about their support brings tears to my eyes.”
The 15|40 playroom brimmed with colourful floor mats, comfy chairs, spacious tables and toys—including stuffed teddy bears, coloring books and toy trucks—as far as the eye can see.
The shelter, which was managed by the Red Cross, has since been turned back to the city so it can resume operating as a venue for the NAACP Image Awards and America’s Got Talent, according to the Los Angeles Times. Those at the shelter have been relocated to another facility in the city of Duarte, where 15|40 set up the playroom once again.
Before the move, Vendelux caught up with 15|40 VP of Brand & Experiential Marissa Kiersch about how the CORE partnership got started.
Vendelux: Knowing that you’re based in Southern California, let me start by asking, have you and the team at 15|40 been affected by the fires personally?
Marissa Kiersch, vice president of brand & experiential at 15|40: Everyone in the greater Los Angeles area has been affected in some way—whether directly or indirectly. Some of the 15|40 team had family members lose their homes, while others had to evacuate due to the fires’ proximity. Many of us who grew up in L.A. watched places from our childhoods burn. It took a mental and emotional toll on everyone, some more than others.
V: How did this collaboration come about? Who reached out to whom?
MK: Through our work with our PR agency, The Brand Agency, we reached out to see if they knew of any organizations in need of the resources and expertise we could provide. They connected us with the team at CORE, and after just one phone call, we were aligned on how we could help and what was needed.
V: What are some things you knew you needed? Are there any specific toys, designs, colors, textures or educational materials that immediately came to mind?
MK: Our goal was to create a space where kids and families could feel as comfortable as possible. We wanted to incorporate color, patterns and soft materials to make the environment feel warm and inviting. Right away, we knew elements like bean bags, ottomans, low tables for drawing and colored privacy screens would help bring that to life.
V: What challenges arose during the completion of this project? Is there anything you had to be more sensitive or mindful of, considering the circumstances?
MK: The biggest priority was being mindful of the privacy of the families in the shelter. We wanted to ensure that everything we provided enhanced the space without compromising their sense of security or peace.
V: Have you been able to see the reaction from some of the kids and families? Are there any that stood out to you in particular?
MK: The feedback we’ve received has been incredibly heartwarming. Hearing that the space has provided even a small sense of comfort and solace for the kids makes it all worthwhile.
V: Is this a donation on behalf of 15|40 to the CORE shelter, or was 15/40 hired for the project?
MK: This was a full donation. 15|40 contributed materials, transportation, labor, and staff to support the Pasadena shelter’s needs. Every single person involved was eager to help, and we’re so grateful we had the resources to make a difference.
