The Brief

Gloria and Macedonio Zúñiga have lived in Pacoima for more than 45 years. They emigrated from Mexico and built a life here — Gloria worked as a seamstress and Macedonio as a machinist. They eventually bought a home and raised three children.

Now retired, their days are mostly spent watching over their six young grandchildren.

But in recent years, they’ve noticed the heat only going up. She said every day has felt hotter than the last.

“El calor cada día lo hemos sentido más, más terrible, más caliente,” said Gloria.

Macedonio and Gloria Zúñiga stand with their grandson Ignacio, who goes by Nacho.

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Historically, Pacoima, one of the hottest neighborhoods in L.A., has seen on average around 50 days above 90° F every year.

By 2035, the neighborhood is projected to experience on average 108 days above 90° F.

The worsening heat has not only been more miserable physically, but also led to higher electric bills for the Zúñigas, who now live on a fixed income.

Gloria said that everything has changed when it comes to their electricity bills, and every day it's more expensive.

A church in Pacoima with a sign outside that reads "Whoever is praying for heat please stop!" in late July 2023.

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“Todo ha cambiado mucho en las cuentas de la electricidad,” Gloria said. “Cada día es más cara.”

In the summer, their bills would often climb to $600 or more per month. But that’s not the case anymore. Last June, the couple had rooftop solar installed on their home. Gloria said the panels have cut their electric bills in half in the summer — to about $270 or $300 a month.

“Es mejor, mucho mejor,” said Gloria — it’s better, much better.

Saving money with rooftop solar

Rooftop solar helps you save money on electric bills, not because you use less power, but because the solar panels generate energy. That energy is sent back to the electric grid we all rely on, and then every month, a credit shows up on your bill paying you back for that power.

“So it’s kind of like a balance sheet,” said Ruben Montoya, a lifelong Valley resident and community engagement coordinator for GRID Alternatives, the nonprofit that installed the Zúñigas' panels.

More than 1.5 million households, government buildings and businesses in California have solar panels on their rooftops. Early residential adopters have been mostly affluent, with high upfront costs putting rooftop solar out of reach for most low- and moderate-income households.

But that trend is shifting. In California, most households with solar have an income of less than $150,000 per year, according to data from the Lawrence Berkeley National Laboratory.

That's due to the fact solar panels have gotten a lot cheaper, plus investment in subsidized programs that target underserved communities: the Zúñigas got their panels for free as part of a state program called Transformative Climate Communities.

The program uses cap-and-trade money as well as money from the state’s general fund to pay for climate action at the neighborhood level. (You can read more about the program and how it’s becoming a federal funding model here).

So far, solar panels have been installed on more than 20 homes in Sun Valley and Pacoima, including the Zúñigas, and there's enough money for about 175 homes total. The program is being led by the grassroots group Pacoima Beautiful, who in 2018 partnered with GRID Alternatives and other public and private partners (the Green Together Collaborative) and were awarded $23 million from the state (plus more than $38 million in leveraged funds).

Since 2019, 175 households that qualify as low income in Pacoima have had rooftop solar installed by GRID through the program. The pandemic and lack of trust have slowed more progress.

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The money has been used to carry out community-driven climate projects, like purchasing electric buses, planting hundreds of trees, building affordable all-electric housing — and installing rooftop solar.

Watts and Ontario have also received funds to install rooftop solar and carry out similarly holistic climate projects, along with Stockton and Fresno. They’re the first five California communities to receive the funding.

Building trust after solar scams

But outside of funding, one of the biggest challenges is actually getting homeowners to trust the program and that the installation is actually free, said Montoya.

“At the beginning it is a struggle because most of the community has been kind of victimized by bad business practices,” he said.

Solar scammers often target lower-income communities with offers of free panels which never seem to materialize. It’s a big problem in Pacoima, the San Fernando Valley and beyond, said Teresa Perez, who grew up in East L.A. and is the grants administrator for GRID’s work in Pacoima.

“I think it's GRID Alternatives’ responsibility to really gain the trust of the community,” Perez said. “That is something we've been struggling with since the beginning of this grant.”

To build trust, GRID has started a media campaign aimed at Spanish speakers who may qualify for the program. A luchador named Señor Sol spreads the message of free solar panels, which are installed by local community members who are trained by GRID.

It’s one of only two state-funded programs that provide solar installations at no cost to low-income households. Gloria Zúñiga said she trusted the program because she learned about it through Pacoima Beautiful, which has a long history with the community.

Now, she hopes other neighbors will trust GRID if they knock on their door.

“Es algo muy bueno para el ambiente, para la salud de los niños, de todas las personas,” Gloria said. “[No] más que la gente tenga confianza y lo haga.”

She said solar is better for the environment, and for the children’s and everyone’s health. Now, she said, people just need to trust that GRID is truly free.

Savings make a big difference

Montoya said the free installation and subsequent savings on electric bills make a huge difference for community members he’s worked with.

Ruben Montoya, right, at a solar installation in Pacoima.

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Courtesy of GRID Alternatives

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“These kinds of programs can impact somebody from, you know, eating rice and beans every day to maybe adding a little protein because I have met homeowners that really need this kind of help,” he said.

Montoya said retired seniors such as the Zúñigas are especially hard hit because they have a fixed income.

“Somos mexicanos, hemos trabajado muchísimo,” Gloria said. “Ya nos retiramos. Ahora estamos dedicados a los niños.”

"We're Mexican, we've worked a lot," she said. "We're already retired. Now we are dedicated to the children."

Gloria said the savings have helped them dedicate more time and resources to their grandchildren.

At the end of our chat, one of the Zúñigas’ young grandchildren, Ignacio, who goes by Nacho, came up to me. He had something to say on the benefits outside of saving money.

“If we don't have Earth, then we won't exist because Earth is where we live,” he said.

Then he went back to a more pressing priority … playing.

Resources for GRID’s free solar program

The free solar program is only for households that qualify as low income. The below graph shows the income limits for households of different sizes. See if you qualify for GRID’s free solar program here or call 877-672-9276.

Income eligibility limits for GRID's free rooftop solar installation program.

The wood crates are lined up on folding tables in a church parking lot in San Fernando. Each crate is filled with russet potatoes, knobby purple and orange carrots, plump garlic, red apples and more. It's produce from the Santa Ynes Valley in Santa Barbara County that could easily be found in farmers' markets in upscale neighborhoods.

But here, it’s free.

“ I wanted to find a way to distribute food to people that was done with dignity,” said Lindsay Chambers, president of non-profit Together We Thrive

The crates, the quality of the produce, much of it organic, and other details intentionally blur the line between farmers' market and food bank. Before starting these, Chambers volunteered at eight food banks across the nation to a get a sense of how they work. When she saw how much people love farmers’ markets, she decided she'd make her new food bank look like one.

Together We Thrive buys produce to give away from small farms in Southern California.

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“Instead of just receiving a free handout, they're coming in person and they get to select. It looks like a regular farmers' market,” Chambers said.

She opened her first Together We Thrive food bank in Canoga Park in January 2025. The L.A. fires led her to start another in Pasadena. Then this one in San Fernando.

The concept is straightforward: the organization buys fruits and vegetables from California small farms. They bring them by electric trucks to the weekly giveaways staffed by paid staff and volunteers.

Lindsay Chambers, right, founded Together We Thrive to provide free produce at L.A. area food banks.

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Chambers said they serve about 300 people weekly at this San Fernando location, more in Pasadena. As the cost of living has squeezed many people, hundreds of food banks have sprouted across Southern California. This one has built a loyal following in part through their approach.

Very helpful

The San Fernando food bank sets up at Latin American Church of the Nazarene. People bring their own reusable bags or get a paper bag. The free food is welcomed by many.

“I have a 94 year-old father, and with finances the way they are, this is very, very helpful. Then I come for my other coworker for her elderly parents as well,” said Katherine Balarezo, a high school special education assistant who lives in nearby North Hollywood.

Katherine Balazero has visited the Together We Thrive food bank about 15 times.

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While other food banks offer pre-selected boxes or bags filled with dry food, or may require registration of some kind, that's not what happens here. People can just walk up and choose their own produce.

 ”It's not canned stuff. This is fresh vegetables so you can do a lot and the shelf life is longer,” Balarezo saying it's good for people like her who like to cook their own, healthy meals.

Patrons of various ages and backgrounds

On this day, at this location, people who came represented various races, ethnicities, and ages. Some said their pocketbooks are tight, others said they were doing OK.

“I'm currently a college student, so I'm trying to save as much cash as I can so I can pay for my books and my tuition every semester,” said Allam Reyes, who lives about five minutes away.

He’s going to juice the carrots and may cook the potatoes in the air fryer. He said this bag of produce would cost him about $20-$25 at the supermarket. His roommates may like what he makes.

“If I can share it, then I'll share it, but if not, I'm going to make it for myself,” Reyes said.

Allam Reyes visits the Together We Thrive food bank in San Fernando.

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Chambers, the founder of this food bank says this multiplying effect, that the food given away here to one person goes on to serve more, is one of the things that drives the organization to keep on giving. Together We Thrive plans to open a similar food bank in Charlotte, North Carolina.

A self-proclaimed pet psychic is in L.A. for a national tour of pop-up readings, with a few sold-out days of connecting with pets in Pasadena and Highland Park this week.

Tucked away at the back of Doggee Club pet shop on Raymond Avenue, pet psychic Cynthia Okimoto was posted up at a table. There was no crystal ball, just a small sign that read: "Pet Psychic Readings: $35."

Dogs, cats... and snakes too 

Jason Mendieta and Cristina Becerra sat for a reading with their small poodle, Bishon.

“He says he’s a social guy, he’s popular and he’s hoping to have more followers on Instagram. Does he have an Instagram account?” Okimoto said in a very matter-of-fact way.

“He doesn’t. He has almost no social media presence,” Becerra replied.

“Well that’s gotta change soon,” Okimoto said.

It was on a spiritual retreat in Siberia where Okimoto said she was told by some high priestesses that she had the gift of animal communication.

Flash forward years later and she’s traveled across the United States and even to Japan and Korea to help people connect with their pets. After Los Angeles, her tour includes stops in Vegas and Houston, before wrapping back to Orange County and San Diego.

Brenda Teng, owner of the Doggee Club, said she took her time to get to know Okimoto before inviting her for this psychic pop-up. She even did a reading with her own dog.

“She’s so amazing and the things that she can be so specific about your dog is spot on,” Teng said. “Then I was like, no brainer, let’s bring you in, it would be such a gift for our community.”

Okimoto said she’s not here to convince anyone or sell products. Some of her own friends don’t believe in what she's doing and she said that’s OK with her.

And to people who say this is just snake oil: she reads reptiles too.

“I did connect with a snake that had run away,” Okimoto recalled. “And I knew that it was in the person’s home hiding under the mattress, because I could see that there was a rip in the mattress lining and I could see what the roommate’s bedroom looked like. And I’m like, ‘I know he’s in there. I just don’t know how to get him to come out...' I don’t talk to too many snakes. So that was surprising."

Levity aside, Becerra and Mendieta seemed genuinely pleased with Bishon the poodle’s reading. They had suspected he always wanted to be a show dog. With Okimoto’s help, now they feel like they know for sure.

“It’s always nice to hear that I’ve shed some light on a pet’s health and happiness,” Okimoto said.

It was the end of an era for a sign of the times.

On a rainy March day in 1999, a 70-foot billboard perched at the doorstep of the Sunset Strip was taken down and trucked away. That spot on Sunset Boulevard and Marmont Lane had long been the home of the rough-hewn, lasso-toting Marlboro Man — so much a fixture it became part of the glitz and glam of L.A.

"It was such an iconic ad — such a tall billboard with this very handsome image up there," said John Heilman, current and then-mayor of West Hollywood. "Right there by the Chateau Marmont and near a lot of music venues that we have up on Sunset."

Billboards along the Sunset Strip, including one for Marlboro, in December 1985.

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That's how I came to know about these larger-than-life Marlboro billboards, going to the Roxy and the Whiskey to see shows, and to the Sunset Tower Records for music in the 1990s. I didn't know it at the time, the image apparently changed every couple of years, but the vibe was so consistent it felt like one, long seamless spell.

 "When you came in on Sunset, that is what you saw," said Neil Ford, head of sales for central U.S. and the West Coast at Big Happy, a digital and mobile ad agency based in Chicago. "It really captured what out-of-home [advertisement] was at that moment, what it meant."

The Marlboro billboard on Sunset Boulevard.

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Ford said the campaign was groundbreaking — advertising at its most effective.

"You think about that image of the Marlboro Man. It was a different size, it had presence and it captured your attention," Ford said.

It was a gamechanger for Philip Morris. Sales for Marlboro hit $5 million in 1955, a more than 3,000%  increase a year after its debut.

In other words, it attracted more smokers.

 "It was obvious that the image of the rugged Marlboro Man encouraged generations of men to smoke," said Paul Koretz, a former West Hollywood council member who was at the sign on that March day to celebrate its fall.

The total pivot

Hypermasculinity aside, Marlboro was originally marketed to women as a luxury brand peddling a mild flavor when it was introduced in the 1920s.

The pivot came three decades later, when the company was looking for a way to sell men on filtered cigarettes, long considered effeminate and less flavorful.

Enter Chicago ad man Leo Burnett, who engineered what many consider one of the greatest brand reinventions of all time by creating a new series of mascots — not just butch cowboys, but tough-as-nail sailors, hunters, businessmen, sportsmen, writers.

At the end, the cowboy won out, becoming the brand's reigning Marlboro Man.

" They brought this masculine symbol — image, visual — and really re-created what Marlboro as a brand meant," Ford said. "And it just was one image, there was very little copy. It had the logo on it. It was its own creation at the time."

The campaign propelled Marlboro to the top of the domestic industry by the 1970s, even as the toll on public health from the use of tobacco products racked up.

The Centers for Disease Control estimates that some 480,000 people in the U.S. die every year from cigarette smoking, including exposure to second-hand smoke. At least four actors who portrayed Marlboro Man died from smoking-related diseases.

In 1971, the U.S. banned cigarette advertising on television and radio. Brands then shifted to other mediums, in particular billboards.

The Sunset Strip

A street view looking west from the northern side of Sunset Boulevard near Chateau Marmont at night. In the background is the billboard for Marlboro.

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The 1.7-mile stretch of Sunset Strip in West Hollywood has never been a stranger to grabby billboards. In fact, it was where the medium became art.

"It's always been known for very creative advertising," Heilman, West Hollywood’s mayor, said.

Its golden era was arguably the 1970s, when giant, hand-painted rock ‘n’ roll signs lined the Strip, a veritable checklist of who’s who in the music world.

Various billboards on the Sunset Strip and Horn Avenue during a full moon in June 1980.

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The phenomenon started in 1967, with Elektra Records taking out a billboard to promote the debut album of a little-known local band called The Doors.

Two years later, The Beatles’ "Abbey Road" appeared, followed by Led Zeppelin, Joni Mitchell, Bob Dylan, The Rolling Stones and Bruce Springsteen.

The era came to a close in the 1980s with the advent of MTV, which changed the playbook of music marketing, says photographer Robert Landau in his book, Rock 'n' Roll Billboards of the Sunset Strip.

"Other types of billboards focusing on the entertainment industry were very popular," Heilman said. "A lot of the new movie releases, new album releases, new product releases."

And the Marlboro Man stood amid this hit parade in one of the most commanding spots on The Strip since at least the late 1970s.

"As I recall, at one point they actually had steam coming out of it to simulate smoke," said Heilman, who has lived in West Hollywood for more than four decades.

Night view of large billboards along Sunset Strip circa 1980.

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Roy Hankey

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Los Angeles Photographers Photo Collection / LAPL

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Billboard ads along Sunset Strip in November 1985.

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The billboard predates the incorporation of West Hollywood as a city in 1984. Helping to lead the cityhood efforts was Koretz, who went on to become a City Council member for West Hollywood before serving on the state Assembly and the Los Angeles City Council.

"I actually lived near the Sunset Strip, so I thought about it every time I drove by," he said of the Marlboro Man ad. "It was one of the most effective symbols of tobacco marketing."

Both his parents, Koretz said, were heavy lifelong smokers who died from the addiction.  As a lawmaker, Koretz led a number of anti-smoking efforts, including a smoking ban in restaurants in West Hollywood — as well as a near total ban on tobacco advertising in the city.

Large billboard of the Marlboro Man, located on the Sunset Strip at Marmont Lane in West Hollywood, circa 1985.

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That ban was passed in the final months of 1998, just before a settlement agreement between the nation's biggest tobacco companies, including Philip Morris, and dozens of state attorneys general. The $206 billion deal settled lawsuits filed by the states to recoup health care costs for smoking-related illnesses. It also banned youth marketing, as well as outdoor advertising.

As a result, Los Angeles's most famous Marlboro Man stepped down on March 10, 1999 — about a month before the official removal deadline.

That day, Koretz held a news conference to send the sign off. He said not everyone was happy to see the landmark go. But the ban, among a slew of other anti-smoking policies, have made an impact.

Last year, the American Cancer Society reported cigarette smoking among U.S. adults dropped from  42% in 1965 to 11% in 2023.

" It was always controversial. There are always people that didn't like it," Koretz said of the billboard ban. "This is largely a success story."

Shortly after, a new billboard went up in the place of the Marlboro Man on Sunset.

It was still a cowboy, looking eerily similar to its fallen predecessor, but with a limp cigarette hanging from his mouth.

Instead of Marlboro, it read, "Impotent."

NASA astronauts Reid Wiseman, Victor Glover and Christina Koch and Canadian Space Agency astronaut Jeremy Hansen were ensconced in the Orion space capsule when they dropped into the Pacific Ocean off the coast of San Diego at 8:07 p.m. Friday. The USS John P. Murtha is stationed near the splashdown zone to help recover the crew.

The USS John P. Murtha is stationed near the splashdown zone and will help recover the crew. A team will head out to the floating capsule and install an inflatable raft just below Orion's side hatch. The crew will be examined by a flight surgeon, then helped out of the capsule. From the transport ship, they will hitch a ride back to Johnson Space Center in Houston.

Risk of reentry

There's always risk when returning from space. Glover said that he has been thinking about this portion of the mission since he was selected for it back in 2023, and he's been looking forward to it ever since.

"We have to get back," he said from the Orion capsule Wednesday. "There's so much data that you've seen already, but all the good stuff is coming back with us. There's so many more pictures, so many more stories, and, gosh, I haven't even begun to process what we've been through."

To get back, the capsule must hit the atmosphere at a precise angle.

"Let's not beat around the bush," said Jeff Radigan, Artemis II's lead flight director. "We have to hit that angle correctly. Otherwise, we're not going to have a successful reentry."

All eyes will be on the heat shield — this is the piece of hardware beneath the capsule that protects the crew from the extreme temperatures during reentry. NASA tested it out on Artemis I, the previous, uncrewed mission, and found that the heat shield wasn't performing as designed.

NASA mission planners and the Artemis II team worked on a way to mitigate that risk. Instead of "skipping" through the atmosphere like Artemis I, this mission would hit the atmosphere steeper and faster, limiting the time the spacecraft spends in those fiery, energetic moments of reentry.

"It's 13 minutes of things that have to go right," said Radigan. "I have a whole checklist in my head that we're going through of all the things that have to happen."

Mission success

The Artemis II mission is a key flight test for Orion, and thus far, mission managers have been pleased with the results. The spacecraft has taken humans farther from Earth than they've ever been, breaking a record set by Apollo 13 astronauts in 1970.

The crew tested the manual control of the spacecraft, which will be needed for future missions that will dock with a lunar landing system. The mission tested the spacecraft's life support systems and ability to keep four astronauts comfortable within the confined space.

Artemis II returned humans to the moon for the first time since the Apollo program over 50 years ago. And while some astronauts back then did see the far side of the moon, the Artemis II crew was able to observe it from a vantage point never before seen by humans. Their images and geological notes will help better determine what the moon is made of and where it came from.

While some of the astronauts' observations may help scientists understand the distant past, others will help mission managers better plan for the future. Case in point: The crew tested out the very first toilet to go to the moon, and it quickly ran into issues during flight. Multiple times during the trip, the crew had to use manual urinals instead. The issue, NASA said, was not with the toilet itself, but the system that dumps the urine overboard when it gets full.

The Orion capsule will return to NASA's Kennedy Space Center in Florida after the mission, where engineers will examine the spacecraft after its flight, including a closer look at the spacecraft's plumbing. The team will be picking apart the spacecraft to see how it performed — and make any necessary changes ahead of the next mission, Artemis III, set to launch next year.