California Rises: The Genesis Invitational’s Lasting Community Pledge
The air at The Riviera Country Club is always electric. But this year, at the 100th playing of The Genesis Invitational, it carried the weight of a historic homecoming. After the devastating Southern California wildfires of January 2025 forced the tournament’s temporary relocation, its return to this iconic Los Angeles course was a poignant symbol of resilience. This was more than a celebrated reunion of the world’s best golfers; it was a testament to a community’s enduring spirit, championed by a purpose that transcends sport: the “California Rises” initiative.
This charitable mission, forged through a powerful partnership between Genesis, the PGA TOUR and the TGR Foundation, has evolved into a strategic force for sustainable recovery. It is the living embodiment of the Genesis principle of “Son-nim,” or treating all as honored guests — a philosophy that extends from its cars to the very communities it serves. This year, that commitment was crystallized in a landmark $1 million pledge to continue the vital work of healing the region and inspiring its next generation.
The Genesis of California Rises
In the immediate aftermath of the 2025 wildfires, as communities across the Greater Los Angeles area faced unprecedented devastation, Genesis, alongside the PGA TOUR and TGR Live, launched California Rises. The initiative began with an impactful $8 million donation, in the form of 100 tournament vehicles and cash contributions donated to non-profit organizations, to support disaster relief and recovery efforts, including providing aid to families and individuals who lost transportation.
Although the 2025 tournament was held in San Diego, the inaugural “Birdies for Good” program and other initiatives successfully raised an additional $279,800, demonstrating that the heart of The Genesis Invitational is always with the people of Southern California. The initiative was a promise to stand with the community for the long and difficult journey of rebuilding that lay ahead.
A Unified Front in 2026
This year’s return to The Riviera Country Club continued to fulfill that promise. The Birdies for Good program once again turned moments of athletic brilliance into valuable support, with a $1,000 contribution made for every birdie or eagle on key holes. Max Greyserman sank a hole-in-one on the 14th hole during Round 4, contributing a $25,000 donation to the program. Birdies for Good altogether generated an impressive $326,000, forming a significant part of the total $1 million commitment.
“It sends a powerful message that the city, all the services, we stand united,” said Chief William “Billy” Peralta of the Los Angeles Fire Department (LAFD), a key beneficiary of the initiative. “When we have those united fronts that come together for a common goal, that’s leadership. That creates the environment that people want to follow every single day.”
He stressed that such collaboration has become essential. “The collaboration between community and private organizations and agencies is very important, in our sustainability and our operational effectiveness…. It was integral in us being successful as an organization.”
Providing Long-Term Support
California Rises is strategically focused on sustained, long-term efforts needed to achieve full recovery. Providing vehicle support has been practical and crucial to maintaining an active response to the crisis.
Speaking on past vehicle donations from Genesis, Chief Peralta highlighted the difference they made. “Receiving the donated Genesis vehicles allowed us, in a dynamic city like Los Angeles, to be more proactive, allowed us more mobility, and allowed us to support the citizens in all different ways, getting to and from emergencies, non-emergencies; logistical support.”
“The long-term support provides sustainability for us as an organization. The things that we don’t think of [are] the normal daily operations that take place after the incident. The events of Jan. 7, 2025, are events that have changed the LAFD, the city of Los Angeles and the residents of the Palisades forever.”
This year, the initiative’s funds are strategically directed toward three pillars of that recovery:
- Los Angeles Fire Department Foundation: Investing in the future of public safety, funds are directed toward essential equipment, advanced training and innovative programs that enhance the LAFD’s ability to respond to future emergencies.
- Habitat for Humanity of Greater Los Angeles: Focusing on the most fundamental human need, shelter, this partnership aids in the physical rebuilding of homes and neighborhoods, providing stability and a foundation for families to reclaim their lives.
- Genesis Inspiration Foundation: Healing the invisible wounds of trauma by nurturing the next generation, this component restores arts education access for children whose schools lost classrooms, instruments, and supplies for children in impacted communities, ensuring they have creative outlets for expression, healing and discovery.
An Enduring, Nationwide Commitment
California Rises is not the first time Genesis has provided support to local communities.
The Genesis Inspiration Foundation, founded in 2018, connects youth in under-resourced communities through the transformative power of the arts. In 2025 alone, it expanded its reach by donating a record $3 million to 83 deserving youth arts organizations nationwide. To date, contributions from Genesis and its network of retailers have enabled the foundation to award its beneficiaries over $13 million.
This same spirit drives Genesis Gives, the brand’s initiative focused on improving access to youth sports and education. In a recent activation that perfectly echoes the ethos of California Rises, Genesis donated $100,000 to announce the continuation of its long-standing partnership with First Tee, a nonprofit focused on empowering youth through character‑building programs and the game of golf. The presentation was held at the Genesis Lounge at SoFi Center in Palm Beach Gardens, Florida, reinforcing the brand’s commitment to the future of golf. This latest contribution is part of a cumulative $500,000 donated by Genesis since the marque began its support for First Tee in 2022.
A Message of Gratitude and the Road Ahead
As the tournament concluded and Jacob Bridgeman was crowned the 2026 champion, the spirit of shared victory was palpable. Chief Peralta offered a heartfelt message to every partner, player and fan who contributed to the campaign’s success.
“I do just really, from the bottom of my heart, want to say thank you,” he shared. “Your support, your contributions… You did what we needed at the time when we needed it and stood by us. And I just want to say thank you for that.”