Los Angeles, United States - March 09, 2025 03/09/2025 04:00 pm (GMT-0800) ALTADENA, Calif. – On Sunday from 4 to 6 p.m., a pop-up event was held at Gordy’s Garage in Altadena, organized by local business owner Gabriela Murguia in collaboration with the grassroots group Altadena Not For Sale. The event served as both a business pop-up and a way to spread the group's message of resistance against outside development interests threatening to change the character of their community. Murguia, who lost both her home and her business in the devastating Eaton Fire has been working hard to rebuild. After evacuating with her ten cats, two roosters, two hens, and three Rottweilers, Murguia lost all of her embroidery and screen printing machines, which were integral to her business. Despite these hardships, she remains committed to her craft and is determined to keep going. "I'm grateful that I was able to at least get out with them, and they keep me going, and this keeps me going—my job," she said. "All the support is what's keeping me going, but obviously it's hard." The Altadena Not For Sale group, which began with a protest on January 17th, has since gained momentum in its efforts to raise awareness about the growing pressure from developers interested in buying up the local property. The group is fighting to preserve the neighborhood's integrity and prevent outside interests from reshaping the area. Melissa Michelson, a member of the group, spoke to the challenges many residents are facing. “Altadenans are dealing with a lot of new challenges like toxicity on their lot, or looking for a place to stay that’s semi-permanent, even deciding whether or not to sell their property. Everything—finding sustenance, going through loss, grieving—plus now the added stress that their community is going to be bought up by developers. It’s a lot.” At the pop-up, Murguia and other volunteers offered custom embroidered shirts, hats, bags and signs featuring the Altadena Not For Sale message.