Caruso Supports LAFD ‘Fired Up for Preparedness’ Campaign

Palisades Village Will Host a Series of Events Throughout September

By SARAH SHMERLING | Editor-in-Chief

In observance of preparedness month, Caruso has partnered with Los Angeles Fire Department to support the “Fired Up for Preparedness” campaign, which aims to raise funds to purchase tools and equipment for the department.

LAFD Foundation, which provides funding for the needs of 3,500 firefighters, kicked off the campaign with a press conference the morning of September 1 at Palisades Village with LAFD Deputy Chief and Commander of the West Bureau Armando Hogan.

With 97% of the budget going toward personnel, about 3% of the budget is left for equipment, technology and ongoing training, according to information shared during the press conference. LAFD Foundation helps provide funding for items of that nature.

“I can’t begin to tell you how much we appreciate all you folks do, and I want to send out a special thank you to Mr. Rick Caruso because he has been a staunch supporter of the LAFD,” Hogan said. “And of course, here we are in this beautiful village.”

Hogan thanked the retailers and eateries who will be participating in the campaign, noting that September marks preparedness month.

“To our assembled Palisadians, September is preparedness month,” Hogan explained. “It is also a challenging time of year for potential fires in and around the city of Los Angeles. Currently there are no less than 20-plus wildfires raging across the state of California, and your Los Angeles Fire Department has several members deployed to assist with suppressing these fires.”

Hogan reminded attendees of three phrases to keep in mind: self-preparedness, family preparedness and community preparedness—“that’s why we’re gathered here today, because we want to be ‘fired up’ for preparedness.”

The campaign has two objectives, Hogan explained. One is to encourage the community to prepare for emergencies, including fires and earthquakes, and the other is to consider supporting LAFD Foundation.

Hogan said that LAFD wants residents to build an emergency plan, create a kit, get trained in life-saving skills (like CPR), share their plan with the family and establish a telephone tree.

“The goal here it not to intimidate or make anyone afraid, we want to reduce the anxiety and raise your situational awareness so that you all are comfortable as we move forward and work together,” Hogan said. “You can help your community prepare by clearing brush and potential fire hazards near your home, assisting elderly neighbors with their preparedness efforts [and] supporting our firefighters.”

Throughout September, The Grove and Palisades Village will host a “fun and engaging” activity series “centered around making a meaningful difference for local firefighters while providing helpful fire safety knowledge to attendees,” according to information shared by Caruso.

In order to participate, guests are encouraged to donate to LAFD Foundation when registering for activities, which range from themed kids’ clubs and story-time to disaster preparedness classes and brunches. LAFD merchandise will also be available for purchase at Caruso Concierge.

Palisades Village tenants, including diptyque, PAIGE, Madewell, Reformation and Blue Ribbon, will participate in the campaign.

“One such tenant, Palisades Village’s Qué Padre, will serve up a sizzling themed menu all month long featuring a specialty margarita, extra spicy tacos and flaming hot street corn with all proceeds going to Station 69 in Pacific Palisades,” Caruso shared.

Fired Up proceeds will help the foundation purchase strike team deployment kits, night vision goggles and helmets, and bailout containment systems—which is “a harness, safety hook and descending rope system used as a last resort to rappel out of high-rise structure fires.”

For more information or to donate, visit supportlafd.org or caruso.com/supportlafd.