Each year, the lobby of First Alarm's Aptos headquarters transforms into a heartwarming scene as employees gather around a special Christmas tree. But this isn't just holiday décor — it's an Angel Tree, adorned with cards bearing the Christmas wishes of local children in need. This annual tradition, in partnership with the Salvation Army, exemplifies how the Bay Area's leading security firm has woven community service into its corporate DNA for over five decades.
This winter, First Alarm is once again joining forces with KSBW's Share Your Holiday drive, collecting new toys, clothing, blankets, food, and monetary contributions for families facing hardship during the holiday season. The initiative aligns perfectly with First Alarm's longstanding mission of protection through community and technology – though in this case, it's safeguarding the spirit of the season for those who need it most.
"From day one, First Alarm has always been about people and technology," says Jarl E. Saal, who founded First Alarm in 1966 and has since transformed the company into a state of the art security firm. "Neither one can make people and places safe without the other."
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At First Alarm, a Legacy of Protection Extends to Community Care
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From those humble beginnings, First Alarm has grown into a security leader with branches across the Bay Area and more than 100 employees. Yet despite this expansion, the company's commitment to local involvement has never wavered. Beyond the annual Angel Tree program, First Alarm maintains active partnerships with regional food banks and numerous community organizations throughout the year.
This deep-rooted community connection has helped First Alarm build trust that extends well beyond its commercial security expertise. While the company has earned the confidence of high-profile clients – from luxury estates on Pebble Beach’s famous 17-Mile Drive to some of the state’s most prominent businesses – it's their lasting presence in the communities they serve that perhaps best exemplifies their evolution.
“Giving back is a big part of our culture,” says Saal. “As members of the community who live here, work here, and shop here, the success of First Alarm and the success of our communities cannot be separated.
In an era where corporate community involvement often feels like an afterthought, First Alarm's approach stands out for its authenticity and longevity. Their participation in KSBW's Share Your Holiday drive is just the latest chapter in a story that began more than 56 years ago – a story about a company that understood that true security means more than just protecting property. It means helping build a community where everyone can thrive.
Help First Alarm, KSBW and the Salvation Army make Christmas a joyous time for everyone in our communities. Share Your Holiday by donating new and unwrapped toys, clothing, blankets, food, bottled water, and monetary contributions.
– Jarl E. Saal, First Alarm founder
As members of the community who live here, work here, and shop here, the success of First Alarm and the success of our communities cannot be separated.”
The company's approach to community service mirrors its business philosophy: thorough, long-term, and focused on building lasting relationships. First Alarm's ongoing partnership with the Salvation Army, for instance, spans many decades and multiple programs, demonstrating a commitment that goes beyond seasonal giving.
First Alarm has expanded its footprint while maintaining its local touch – a balance that became possible through careful growth and a steadfast commitment to its founding principles. Even today, founder Jarl Saal maintains an active presence in the corporate office, bringing decades of Santa Cruz history and community knowledge to the company's current initiatives.