The McKenzie Valley in Flames
The Holiday Farm Fire ignited on September 7, 2020 — the same Labor Day weekend that simultaneously ignited catastrophic fires across Oregon, California, and Washington. Driven by unprecedented east wind conditions, the fire exploded through the McKenzie Valley in Lane County, burning 173,393 acres and destroying the small mountain communities of Blue River, Vida, Finn Rock, and others that had lined the McKenzie River for generations.
The fire moved with such speed and ferocity that evacuation warnings became evacuation orders within minutes. Families had almost no time to gather belongings. Entire streets were reduced to foundations. The Holiday Farm Fire was one of the most destructive wildfires in Oregon history — and an investigation found that Pacific Power/PacifiCorp equipment was responsible for its ignition.
Robertson & Associates extended its wildfire litigation practice to Oregon to serve survivors of the Holiday Farm Fire. The firm's experience representing thousands of California wildfire survivors made it uniquely positioned to handle the complex utility liability case that followed.
Content Strategy
Digilu built search-structured content for the Holiday Farm Fire designed to reach McKenzie Valley survivors who were searching for legal help in the days and weeks after the fire. The content answered the specific questions survivors asked: Was PacifiCorp responsible? Is there a lawsuit? How do I file a claim? By structuring content around these exact questions, Robertson & Associates appeared at the moment survivors were looking.
Why This Matters
The McKenzie Valley communities were tight-knit and relatively isolated. Many survivors had limited resources and were unfamiliar with the litigation process. Accessible, clear content that explained their rights and options was not just marketing — it was a public service that helped connect affected families with legal representation they might not have found otherwise.