What It Was Like Working in Hospitality During the LA Fires

Roughly three weeks after the start of the wildfires in LA, the immediate risk from active flames is gone. The Palisades and Eaton fires are both almost entirely contained, and with winds returned to normal winter levels, the odds of new fires springing up are low.

But for those affected by fires, the impact is only beginning. And that’s not just for people who lost their homes or loved ones in the blazes. The impact of wildfires is always extremely far reaching, but that’s especially true in a densely populated are like Los Angeles. The fires will impact all industries in the city, including a critically important one: the tourism industry. Some of the city’s most popular tourist and cultural destinations were threatened, and a few, such as Will Rogers State Historic Park, were lost completely.

Damage after the Palisades Fire. Photo: CalFire

Kindly, many hotels in Los Angeles and surrounding parts of Southern California opened their doors to evacuees, offering everything from free rooms to discounts to housing for firefighters and first responders. For many employees of those hotels, the stress of working under those conditions — especially when so many guests weren’t vacationers, but people who had no choice but to flee — was great.

To learn more about what it was like to work in hospitality during the LA fires, Matador Network reached out to may of the hotels that stepped up to be a resource for LA evacuees in January. We learned that while the experience was high stress, it was also fulfilling, with many employees recounting a sense of purpose by knowing they were helping people during one of the saddest moments of their lives.

A firefighter comforting a rescued dog after the Eaton Fire. Photo: CalFire

In LA, many hotel employees expressed a range of emotions, as well as concern about their own homes. Major tourism destinations like Disneyland — a destination often associated with high prices and extra fees for small services — housed more than 100 park employees in Disneyland hotels. It also provided up to $4,000 to impacted employees for immediate needs, and is making up to two months of furnished housing available to employees who need it.

Some hotels went out of their way to offer small amenities for people staying there during the fires, like the Kimpton La Peer Hotel. “There are lots of families and pets running around the hotel. We have laid out a grazing station for all guests in the lobby, offering warm chocolate chip cookies, cocoa, snacks and drinks for everyone to enjoy during this difficult time,” the hotel’s spokesperson told the Hollywood Reporter.

Here’s what it was like working in hospitality during the LA fires, as well as what hotels are doing now to both help their surrounding communities, and help LA’s critically important tourism industry bounce back.

“Working during the fires brought a whole range of emotions. As scary and sad as it was, I was so enlightened to see our employees (and many angelenos throughout the city) be eager to get involved to help in any way possible. We donated clothes, toiletries and water to shelters in L.A., while our rooftop wine bar partners, Sauced, made packaged food to donate as well. We wanted to support wherever and however we could, and it was great to see how passionate our team was to help.”

— Justin Henry, General Manager, STILE Downtown Los Angeles

For some hotel employees, the fires hit them personally and professionally. Huntley Santa Monica Beach General Manager Manju Raman’s own home was threatened — and rather than being able to shift her focus at work, the hotel was instead full of people in a similar situation, some of who had already lost their homes.

I have the privilege of serving as the General Manager of the Huntley Santa Monica Beach, a role I have held for 30 transformative years.

Throughout my tenure, I have borne witness to profound moments of collective trial and resilience, including devastating earthquakes, the financial turmoil of 2008, the harrowing aftermath of 11th September, the global upheaval of the COVID-19 pandemic, and the unrest brought by the riots. Each chapter has left an indelible mark on both the hotel and our community

In my role, I have worked in close collaboration with the Santa Monica Fire Department and Police Department, whose unwavering dedication has been both a source of inspiration and solace.

Our hotel has become a sanctuary for families displaced by calamities and a haven for fire agencies from within California and beyond. While we have ensured that basic necessities are met, it is impossible to ignore the profound grief etched on the faces of those we shelter. Yet, amidst the heartbreak, the quiet fortitude and unyielding resilience of these individuals shine with extraordinary brilliance.

I, too, was displaced for several days. Though I emerged unscathed in material terms, the experience profoundly shifted my perspective. I gained not only new friendships but also an immeasurable appreciation for the selflessness and unparalleled kindness of first responders, whose courage and compassion transcend the ordinary in ways that are difficult to articulate.

My focus has been and will continue to be of service. I am so grateful to have incredible team members who were so gracious and full of compassion.

– Manju Raman, General Manager, Huntley Santa Monica Beach

Many evacuees chose to leave Los Angeles entirely while the fires burned, and hotels in regions outside of the city opened their doors with evacuation discounts and fee waivers. Hotels as far out as San Diego, Palm Springs, and Santa Barbara felt the effect of the fires.

 

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“Like most parts of California, the Santa Ynez Valley is no stranger to wildfires; while our wine country community is fortunate to be unaffected, as we are located more than 130 miles from the latest disaster gripping the Los Angeles area, our staff understands all too well the importance of a community showing up for one another in tough times. We’re proud to be a supporter of the Southern California community and take pride in the refuge we’ve been able to provide to the people and pets who needed an escape over the recent weeks with our special evacuation rates.”

 –  Kathleen Cochran, General Manager of Alisal Ranch

“We are family owned since 1972. We are on our 3rd generation of family workers. Never in my lifetime did I think these fires would reach so close to our motel. I feel a lot more vulnerable knowing this could have easily reached our establishment with the high winds we experienced. It’s been a roller coaster of emotions the past 2 weeks. Tears of joy when a guest finds out their house is still standing and tears of sadness knowing a guest’s house burned down.

A 92 year old guest cried on my shoulder when he discovered the house he bought back in 1964 was still standing. Then we had the guest that lost her home and broke down in tears filling out the registration card when it asked for a home address. She was at a loss what to put as she lost everything she ever owned.”

— Sonia Metz Van Cott, co-owner, Sea Shore Motel

Many people who had to evacuate in Los Angeles went further away from the city, and hotels in Palm Springs stood ready to welcome them. At roughly three hours by car, Palm Springs is an extremely popular weekend destination for LA residents. The town tourism board recently announced a $100,000 match program in partnership with the Red Cross — meaning that the town will match every individual donation made to support fire efforts, up to $100,000.

“Taking care of people is who we are, so welcoming as many evacuees as possible into our properties wasn’t just a decision—it was a commitment to doing what’s right. Southern California is our home, and we’re here for each other.”

— Ashley Austin, General Manager of Drift Palm Springs