ARTICLE
Changing Political Times and Natural Disasters Frame Santa Cruz County during the 1980s As Santa Cruz County closed out the 1970s we were about to embark on some challenging times in the 1980s that divided the community on one hand while also requiring the community to come together to overcome nature and sometimes — ourselves. The 1980s started slowly with our normal Santa Cruz laid back lifestyle, but when the San Francisco Bay Area was struck with a few natural disasters, beginning with the 1982 San Lorenzo River flood, Santa Cruz County was about to face one natural disaster after another framing the community for the next thirty years. On January 5, 1982 more than 25 inches of rain came down in the Santa Cruz Mountains causing the San Lorenzo River to flood. Love Creek in Ben Lomond was hit hard destroying many homes and causing a mud slide that killed 10 people in the area. Twelve others died due to the destruction of the storm throughout the county. Soquel Creek became jammed causing the entire village to flood. The Soquel Bridge collapsed in Santa Cruz and flooding destroyed the main power feed to the county causing the county to have no electrical service for four days, including no water. In 1983, feeling the transition from an ag/tourism based economy, the Santa Cruz County Chamber created the Computer Festival, which featured new technologies and speakers. Steve Wozniak, the co-founder of Apple attended this festival. Fast forward to 2010 — the New Tech Meet Up serves as the facilitator of this industry sector — yet the roots of business transition from ag/tourism to technology was formed by the Chamber. By 1984, the Chamber created a series of monthly small business council meetings, where business people in the community could share their knowledge and advice in small groups. The Chamber also created a report on housing in Santa Cruz County, including recommendations on how to ensure that more people had proper shelter. Even in the give and take discussions about growth or limited growth, the Chamber continued to advocate for common themes — adequate housing, economic vitality and jobs. The Chamber also supported the major safety improvements to Highway 17 that came about in the 1980s, such as the widening of the highway and adding dividers on the mountain corridor. California is no stranger to forest fires, and in July 1985 about 15,000 acres in the Santa Cruz Mountains were ablaze, threatening at least 2,000 homes and forcing the evacuation of 4,500 people around the Lexington Reservoir near Los Gatos. The Summit area of Santa Cruz Mountains became the front lines of fire protections and safety — lead by volunteer fire department personal from Ben Lomond to Corralitos. Around 42 homes were victim to the fire and 130 firefighters suffered injures trying to contain the fire that was being driven by 30 mph winds. The start of the fire was caused by arson, but no specifics were ever released. On October 17, 1989, the San Francisco Bay area was struck by a large earthquake devastating the area. As national news focused their attention on San Francisco and Oakland, the earthquake was later named the Loma Prieta Earthquake as the epicenter was in Nisene State Park in Aptos. The earthquake in the Santa Cruz Mountains along the San Andreas Fault was a surface magnitude of 7.1, making it the largest earthquake since the great San Francisco earthquake in April, 1906. There was over 6 billion dollars in damage, 63 people were killed, and 3,750 were injured. Santa Cruz County was hit hard, and 6 people locally were killed, 1000s of residents were displaced from their homes all over Santa Cruz County — from the San Lorenzo Valley to Summit - from the beach flats in Santa Cruz to downtown Watsonville homes which were ‘redtagged’ and left abandoned for months. There were many historical structures that were damaged beyond repair including the Cooper House, The Flatiron building, and the Odd Fellows building. Three days after the earthquake, October 20, on a Friday afternoon under cool autumn weather, the pasty-ash whitened faces of Santa Cruzans showed fear, anxiety and pain as the town greeted President George H. Bush and a delegation of political leaders from Washington DC, Sacramento and all parts of California. As the Chief of Staff to Congressman Tom Campbell, I was included in the delegation taking the downtown tour. I saw first-hand the overwhelming destruction that left downtown in ruins. I do recall, though, in the face of the disaster, President Bush said, “Washington will do everything in our power to help Santa Cruz County.” Keep in mind that less than a month earlier, Hurricane Hugo landed upon the eastern gulf coast causing destruction of communities from Texas to Florida. So federal aid was divided between the east coast and the Bay Area. Yes the federal government was ready to help, but it would take local community leaders to come together for real redevelopment of our downtown. Around 50 businesses were displaced due to the extensive damage Pacific Avenue endured. The Santa Cruz County Chamber of Commerce was a leader in rebuilding the city after the earthquake and played a major role as a sponsor for tents that temporarily housed many of the displaced businesses. Miraculously, the proactive forces of a community in crisis pressed us into action, from conception to completion in less than six weeks, the idea of moving merchants into large tents unfolded. The so-called Phoenix Pavilions, built by a company called Sprung Instant Structures, covered some 44,000 square feet of parking lot space along Cedar Street. With the help of donated time from local unions, the tents were set up and open for business by the day after Thanksgiving, the busiest shopping day of the year. While the community was still in shock — the singular mindset of our community leaders was laser focused on rebuild and recovery — working together. To continue the rebirth of Santa Cruz, The Agency for Rebuilding Downtown Santa Cruz formed in 1990 and was led by Chamber Executive Director, John Lisher. The Chamber and the City’s newly appointed Redevelopment Director, Ceil Cirillo help form a group known as the Gaggle (Gang) of 36. Tirelessly working in unison, the group tediously fashioned a community stakeholders plan that saved the downtown. Speaking today with Ceil - she commented, “Of course, I am so pleased to see that the last vacant parcel is finally under construction after 30 years and was one of the most painful symbols of the destruction caused by the earthquake. One of my personal efforts was to make downtown an area with daytime and weekend activity. I was eager to see the area become the home to office tenants for upper floor tenancies but one of our challenges in making that happen was the lack of free parking or sufficient parking for office tenants.” Ceil concluded. Former County Supervisor and Santa Cruz Mayor in 1989, Mardi Wormhardt told a Sentinel reporter on Nov. 19, 1989, a month after the quake when the town clock reopened, adding “When you see all the possibilities [of rebuilding the mall], it can be kind of terrifying.” But public sector leaders weren’t the only ones with the sharp learning curve ahead of them. Earthquake insurance didn’t exist at the time, and many of the property owners downtown—some of whom had been given their land and buildings from family—had never developed anything before the earthquake. I asked long time Pacific Cookie Company owner, Larry Pearson what he recalls about the rebuilding of downtown. Pearson stated, “The Gang of 36 renamed itself “Vision Santa Cruz” and started a 3-year process of developing a recovery plan. VSC included people of all political persuasions, many of whom had never met. We quickly realized common ground – a love of Santa Cruz and a need to fashion a plan that embodied how the community felt about its heart. It took 2 years, hundreds of meetings all of which included community participation. The result is a place that is vibrant, pulses with activity for long hours each day, and attracts visitors from every corner of the planet. It is a diverse, mixed-use, unique place that is sustainable because it is always changing.” Pearson summarized, “It shouldn’t take a tragedy for Santa Cruz’s needs to be met. It only takes trust, openness, and no fear of being “weird.” Losing the Cooper House and other downtown buildings after the earthquake was a loss to Santa Cruz locals in many ways. The Cooper House was a community hangout and brought a lot of life to the downtown area. Rebuilding the town took vision and a collaborative approach. Fast forward to the recent opening of Abbott Square where the goal today is much like what we experienced in 1989 — to create a modern community space that can bring people together. Santa Cruzans have a unique DNA driven by the desire to react to change only when faced with a disaster. Yet, so much can be gained by reminding ourselves about the past so we can better respond to the present and a vision of our future. The cycle of change is upon us thirty years after Mother Nature turned Santa Cruz County upside down. When we respond collectively and collaboratively, that can and will set the stage for the next thirty years. We don’t need a man-made or natural disaster to define our future. More to come about Santa Cruz County Chamber’s history.
Changing Political Times and Natural Disasters Frame Santa Cruz County during the 1980s
As Santa Cruz County closed out the 1970s we were about to embark on some challenging times in the 1980s that divided the community on one hand while also requiring the community to come together to overcome nature and sometimes — ourselves. The 1980s started slowly with our normal Santa Cruz laid back lifestyle, but when the San Francisco Bay Area was struck with a few natural disasters, beginning with the 1982 San Lorenzo River flood, Santa Cruz County was about to face one natural disaster after another framing the community for the next thirty years.
On January 5, 1982 more than 25 inches of rain came down in the Santa Cruz Mountains causing the San Lorenzo River to flood. Love Creek in Ben Lomond was hit hard destroying many homes and causing a mud slide that killed 10 people in the area. Twelve others died due to the destruction of the storm throughout the county. Soquel Creek became jammed causing the entire village to flood. The Soquel Bridge collapsed in Santa Cruz and flooding destroyed the main power feed to the county causing the county to have no electrical service for four days, including no water.
In 1983, feeling the transition from an ag/tourism based economy, the Santa Cruz County Chamber created the Computer Festival, which featured new technologies and speakers. Steve Wozniak, the co-founder of Apple attended this festival. Fast forward to 2010 — the New Tech Meet Up serves as the facilitator of this industry sector — yet the roots of business transition from ag/tourism to technology was formed by the Chamber. By 1984, the Chamber created a series of monthly small business council meetings, where business people in the community could share their knowledge and advice in small groups. The Chamber also created a report on housing in Santa Cruz County, including recommendations on how to ensure that more people had proper shelter. Even in the give and take discussions about growth or limited growth, the Chamber continued to advocate for common themes — adequate housing, economic vitality and jobs.
The Chamber also supported the major safety improvements to Highway 17 that came about in the 1980s, such as the widening of the highway and adding dividers on the mountain corridor. California is no stranger to forest fires, and in July 1985 about 15,000 acres in the Santa Cruz Mountains were ablaze, threatening at least 2,000 homes and forcing the evacuation of 4,500 people around the Lexington Reservoir near Los Gatos. The Summit area of Santa Cruz Mountains became the front lines of fire protections and safety — lead by volunteer fire department personal from Ben Lomond to Corralitos. Around 42 homes were victim to the fire and 130 firefighters suffered injures trying to contain the fire that was being driven by 30 mph winds. The start of the fire was caused by arson, but no specifics were ever released.
On October 17, 1989, the San Francisco Bay area was struck by a large earthquake devastating the area. As national news focused their attention on San Francisco and Oakland, the earthquake was later named the Loma Prieta Earthquake as the epicenter was in Nisene State Park in Aptos. The earthquake in the Santa Cruz Mountains along the San Andreas Fault was a surface magnitude of 7.1, making it the largest earthquake since the great San Francisco earthquake in April, 1906.
There was over 6 billion dollars in damage, 63 people were killed, and 3,750 were injured. Santa Cruz County was hit hard, and 6 people locally were killed, 1000s of residents were displaced from their homes all over Santa Cruz County — from the San Lorenzo Valley to Summit - from the beach flats in Santa Cruz to downtown Watsonville homes which were ‘redtagged’ and left abandoned for months. There were many historical structures that were damaged beyond repair including the Cooper House, The Flatiron building, and the Odd Fellows building.
Three days after the earthquake, October 20, on a Friday afternoon under cool autumn weather, the pasty-ash whitened faces of Santa Cruzans showed fear, anxiety and pain as the town greeted President George H. Bush and a delegation of political leaders from Washington DC, Sacramento and all parts of California. As the Chief of Staff to Congressman Tom Campbell, I was included in the delegation taking the downtown tour. I saw first-hand the overwhelming destruction that left downtown in ruins. I do recall, though, in the face of the disaster, President Bush said, “Washington will do everything in our power to help Santa Cruz County.” Keep in mind that less than a month earlier, Hurricane Hugo landed upon the eastern gulf coast causing destruction of communities from Texas to Florida. So federal aid was divided between the east coast and the Bay Area. Yes the federal government was ready to help, but it would take local community leaders to come together for real redevelopment of our downtown. Around 50 businesses were displaced due to the extensive damage Pacific Avenue endured. The Santa Cruz County Chamber of Commerce was a leader in rebuilding the city after the earthquake and played a major role as a sponsor for tents that temporarily housed many of the displaced businesses. Miraculously, the proactive forces of a community in crisis pressed us into action, from conception to completion in less than six weeks, the idea of moving merchants into large tents unfolded. The so-called Phoenix Pavilions, built by a company called Sprung Instant Structures, covered some 44,000 square feet of parking lot space along Cedar Street. With the help of donated time from local unions, the tents were set up and open for business by the day after Thanksgiving, the busiest shopping day of the year. While the community was still in shock — the singular mindset of our community leaders was laser focused on rebuild and recovery — working together.
To continue the rebirth of Santa Cruz, The Agency for Rebuilding Downtown Santa Cruz formed in 1990 and was led by Chamber Executive Director, John Lisher. The Chamber and the City’s newly appointed Redevelopment Director, Ceil Cirillo help form a group known as the Gaggle (Gang) of 36. Tirelessly working in unison, the group tediously fashioned a community stakeholders plan that saved the downtown. Speaking today with Ceil - she commented, “Of course, I am so pleased to see that the last vacant parcel is finally under construction after 30 years and was one of the most painful symbols of the destruction caused by the earthquake. One of my personal efforts was to make downtown an area with daytime and weekend activity. I was eager to see the area become the home to office tenants for upper floor tenancies but one of our challenges in making that happen was the lack of free parking or sufficient parking for office tenants.” Ceil concluded. Former County Supervisor and Santa Cruz Mayor in 1989, Mardi Wormhardt told a Sentinel reporter on Nov. 19, 1989, a month after the quake when the town clock reopened, adding “When you see all the possibilities [of rebuilding the mall], it can be kind of terrifying.” But public sector leaders weren’t the only ones with the sharp learning curve ahead of them. Earthquake insurance didn’t exist at the time, and many of the property owners downtown—some of whom had been given their land and buildings from family—had never developed anything before the earthquake.
I asked long time Pacific Cookie Company owner, Larry Pearson what he recalls about the rebuilding of downtown. Pearson stated, “The Gang of 36 renamed itself “Vision Santa Cruz” and started a 3-year process of developing a recovery plan. VSC included people of all political persuasions, many of whom had never met. We quickly realized common ground – a love of Santa Cruz and a need to fashion a plan that embodied how the community felt about its heart. It took 2 years, hundreds of meetings all of which included community participation. The result is a place that is vibrant, pulses with activity for long hours each day, and attracts visitors from every corner of the planet. It is a diverse, mixed-use, unique place that is sustainable because it is always changing.” Pearson summarized, “It shouldn’t take a tragedy for Santa Cruz’s needs to be met. It only takes trust, openness, and no fear of being “weird.”
Losing the Cooper House and other downtown buildings after the earthquake was a loss to Santa Cruz locals in many ways. The Cooper House was a community hangout and brought a lot of life to the downtown area. Rebuilding the town took vision and a collaborative approach. Fast forward to the recent opening of Abbott Square where the goal today is much like what we experienced in 1989 — to create a modern community space that can bring people together.
Santa Cruzans have a unique DNA driven by the desire to react to change only when faced with a disaster. Yet, so much can be gained by reminding ourselves about the past so we can better respond to the present and a vision of our future. The cycle of change is upon us thirty years after Mother Nature turned Santa Cruz County upside down. When we respond collectively and collaboratively, that can and will set the stage for the next thirty years. We don’t need a man-made or natural disaster to define our future.
More to come about Santa Cruz County Chamber’s history.