Paliskates was located between two buildings and the only one that burned in this Swarthmore block.
Photo: RICH SCHMITT/CTN
When Paliskates Owner and Founder Erica Simpson came to the Palisades after the fire, the devastation was overwhelming.
Even more puzzling was that her store on Swarthmore, in the middle of a block, adjacent to other stores, was the only one burned. The other stores on Swarthmore were still standing.
Simpson is determined to maintain the brand’s legacy and connection with its loyal customers and community.
“The loss of our store was truly devastating, but Paliskates has always been more than just a physical space,” Simpson said. “It’s a community, a family, and that spirit will continue online. We are committed to rebuilding in Pacific Palisades, but in the meantime, our online store will ensure our customers can still access the Paliskates experience.”
The store has been a cornerstone of the Pacific Palisades community since the 90s, fostering a unique sense of belonging and connection. Generations of skaters have grown within its walls.
Simpson also hired local teens to work in the store, providing many their start in retail. She also cultivated local artists, too, such as Palisadian Charlie Edmiston, a noted multidisciplinary visual artist who works between L.A. and Amsterdam.
Paliskates invites its community to shop online at paliskates.net. People can follow the popular store on social media and tune into a new podcast series on Instagram and TikTok (@Paliskates), featuring skate news, local updates, industry interviews, and behind-the-scenes content.
Simpson said that after being on Swarthmore after decades, said, “I miss my store. I miss the town. But most of all, I miss my customers.”
Paliskates is planning pop-up stores and special events in Spring 2025, offering opportunities for the community to reconnect in person.
The Paliskates Script Collection has just been launched and features new hoodies, tees, and hats.
www.Paliskates.net IG #paliskates
Paliskates is going online until a new store can be found.
I can tell you more than likely why Paliskates burned.
1. The majority of Caruso Village is constructed of fireproof materials, mostly concrete. Wildfires were very well thought out in the design. The Paliskates building is the rickety old structures that the old village was constructed of.
2. There was either an insurance underwriting requirement that a private firefighting company be contracted to defend the property or that Rick Caruso contracted the vendor on his own. BTW, I asked our adjuster what the cost would be to have such a contract for this type of service at our property, 16601 Marquez Avenue, a 28-unit condo structure, more than half of which was destroyed and the answer was .5 mil – 1 mil. I suspect any such agreement does not allow any structures other than the ones in the contract to be defended, particularly for liability reasons. Just my guess.
3. I wish those who dislike Rick Caruso (including anyone associated with CTN) would stop making him out to be a villain over the loss of Paliskates. Due to its design and defense Caruso village acted as a fire shield for the Village Green, buildings across Sunset and businesses adjoining CV such as my wife’s, Bluecat Music Voice Studio. Also, of particular note, we have priceless family heirlooms stored in a safety deposit box at Wells Fargo. Had the old village still been in the hands of the Palisades Partners ilk, rest assured, there would be no surviving footprint from which Palisades Village can build out.
Has Caruso approached her yet about purchasing that location?
Didn’t Caruso get rebuffed in his attempt to purchase this property? And he had the ability to have his “private fire brigade” turn 180 degrees and point their hoses across the street but decided against it? Tragic
How in the world was Erica Simpson’s Paliskates store NOT saved. Such a terrible shame that her great store burned down but the two flanking it did not! How could that be??