When wildfires rage through California, the destruction is swift and devastating. But one particular plea for help during a recent Pacific Palisades blaze has sparked a firestorm of outrage online. Keith Wasserman, a millionaire CEO and co-founder of real estate investment firm Gelt Venture Partners, found himself at the center of controversy for a post on social media that many deemed tone-deaf.
A Desperate Plea Amid Chaos
As a massive wildfire engulfed the hillside near his Pacific Palisades mansion, Wasserman turned to X (formerly Twitter) with an urgent request:
“Does anyone have access to private firefighters to protect our home in Pacific Palisades? Need to act fast here. All neighbors’ houses burning. Will pay any amount. Thank you.”
The post quickly went viral, amassing over 900,000 views and nearly 500 replies. Wasserman’s plea was met with both outrage and support, but the overwhelming sentiment was critical. Many accused the millionaire of flaunting his privilege and attempting to divert resources for his own benefit while thousands of residents struggled to evacuate.
Backlash and “Rich Privilege”
Social media erupted with commentary, accusing Wasserman of being tone-deaf in a time of crisis. Critics highlighted the inequity of a wealthy homeowner hiring private firefighters while emergency services were stretched thin. One user, Sam Vance, wrote, “Incredible nerve. His family is evacuated and he’s trying to hire private firefighters to risk their lives to save a home he most certainly has insured. Incredibly tone deaf.”
Others questioned the morality of prioritizing property over lives. “If you find yourself tweeting for private firefighters to protect your property, you should probably question what you have become as a human being,” said another user, Jacquie.
Some drew comparisons to fictional depictions of class privilege, with one user sharing a screenshot from Titanic that read, “Will the lifeboats be seated according to class?” Wasserman’s post also brought to light the broader debate about how wealth influences access to safety and resources during emergencies.
Keith Wasserman’s Perspective
Despite the criticism, Wasserman defended his actions, stating that he had evacuated his family hours earlier and was only trying to protect homes in the area. His follow-up posts jokingly addressed his newfound viral fame: “Mama I’m going viral!” He later added, “So here are all the trolls! Hello trolls!”
Supporters, though fewer in number, empathized with his position. One user remarked, “It’s so sad you pay exorbitant taxes and this is what you have to do to save your family. I hope someone helps!”
Who Is Keith Wasserman?
Keith Wasserman, 40, has built a lucrative career as the co-founder of Gelt Venture Partners, a Los Angeles-based real estate investment firm. His net worth is estimated to be in the tens of millions, bolstered by his success in real estate and other ventures. Wasserman’s family includes his wife and children, who were safely evacuated from their Pacific Palisades home as the wildfire approached. Despite his wealth and influence, the recent controversy highlights how public perception can shift rapidly during moments of crisis.
Private Firefighters: A Controversial Solution
Wasserman’s post also sparked curiosity about the existence of private firefighters in the U.S. While not common, private firefighting companies have been deployed in California, especially to protect vineyards and upscale properties. In 2021, private firefighters played a controversial role in battling fires in Napa Valley. However, their presence raised legal and ethical concerns when they were accused of lighting dangerous backfires and failing to comply with evacuation orders.
Private firefighting services typically cater to wealthy clients, offering protection that many view as a symbol of privilege. Critics argue that these services undermine public efforts to manage wildfires and create a system where only the wealthy can afford such protections.
The Devastating Impact of the Pacific Palisades Fire
The wildfire in Pacific Palisades has already burned more than 2,900 acres and forced the evacuation of about 30,000 residents. California Governor Gavin Newsom described the situation as catastrophic, with many structures destroyed. The exact cause of the fire remains unknown, but strong winds and dry conditions have exacerbated its spread.
Frightened residents were seen abandoning their vehicles and fleeing on foot as the fire closed in on the upscale neighborhood. Firefighters have been battling the blaze with tankers and bulldozers, but deteriorating conditions have made efforts increasingly difficult. Despite the chaos, Los Angeles Fire Department Chief Kristin Crowley reported no immediate deaths or injuries.
A Lesson in Crisis and Community
The debate surrounding Keith Wasserman’s plea highlights a broader issue: how wealth and privilege intersect with disaster response. While Wasserman’s actions may have come from a place of desperation, the optics of his post—offering to pay “any amount” to save his mansion—struck a nerve with a public already grappling with the inequality of disaster preparedness.
Ultimately, the controversy serves as a reminder of the importance of community and shared resources during emergencies. In the face of natural disasters, solutions must benefit everyone—not just those who can afford private services. For Wasserman, the backlash may serve as a wake-up call to the responsibilities that come with wealth, especially in times of crisis.
