Ross Greenberg, a veteran TV producer and co-founder of the toy and board game IP company Perfect Game, is nearing the completion of a rebuilt family home in Pacific Palisades. The project follows the total loss of his previous residence during the devastating fires that struck the area on January 7, 2025.
A Race Against Devastation
The fires, which included the Palisades and Eaton blazes, claimed nearly 7,000 homes across Los Angeles. For Greenberg, the loss was absolute; he recalls arriving at his street to discover his house and car reduced to rubble.
Despite the devastation, Greenberg and his wife, independent producer and writer Danielle Amerian, decided to rebuild almost immediately. They navigated permitting challenges and a year-plus-long effort to return to Iliff Street.
Implementing ‘Home Hardening’
The new residence is designed as a “fortress” that maintains the appearance of a normal home. The project, a collaboration with architect Kevin Oreck and Lannen Construction’s Lee Horvitz, focuses on a strategy known as “home hardening.”
This approach involves using fire-resistant materials and construction techniques to protect properties from direct flames, heat, and embers. Greenberg views this as the next evolution of sustainability and green building for high-fire zones.
The specific measures taken to protect the home include:
- A Class A clay tile roof and a stucco exterior with no wood.
- The removal of all vents and eves.
- Underground power lines and noncombustible exterior gates.
- Double-paned, tempered glass windows and a concrete masonry unit wall.
- An indoor sprinkler system and permanent dehumidifiers in the attic.
- Drought-resistant landscaping, solar features, and battery systems.
Overcoming Past and Present Challenges
The journey to this point began in 2021 when the couple purchased a 1940s Spanish-style home. That property was initially a “hoarder house” plagued by lead, fungus, and black mold, requiring extensive renovation before the fire destroyed it.
Greenberg credits his professional experience as a producer and problem-solver for his ability to act quickly after the 2025 disaster. He leaned on his long-term relationship with Lee Horvitz, a former CAA agent, to secure an architect before demand spiked.
The Path to Completion
The new Spanish colonial revival-style home, which features a courtyard and a separate studio house, is currently awaiting final inspections. Once utilities and power are established, the family is hopeful they may move back in this summer.
Greenberg believes his progress could offer hope to neighbors who are also struggling to rebuild. The completed project may serve as a visible example that rebuilding in a high-risk zone is possible through mitigating efforts.
Frequently Asked Questions
What is “home hardening”?
Home hardening is a strategy of building or retrofitting a home using fire-resistant materials and construction techniques specifically designed to protect the property from heat, embers, or direct flames.
When did the fires that destroyed the home occur?
The fires broke out on January 7, 2025.
What are some of the specific fire-resistant features of the new home?
The home features a Class A clay tile roof, stucco exterior with no wood, no vents or eves, underground power lines, and noncombustible exterior gates, among other measures.
Do you believe “home hardening” should become a mandatory standard for all new constructions in high-risk fire zones?
