ARTICLE
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce Thank you to everyone who participated in the Santa Cruz Area Chamber’s 2025 Membership Survey. Your input is incredibly valuable as we work to improve the programs, services, and resources we offer to our members and the greater Santa Cruz community. What You Shared With Us Your responses helped confirm many of the things we’re doing well and pointed out areas where we can grow. We want to share some of the highlights and how we’re responding to what we heard. Community and Connection Lead the Way Overwhelmingly, members told us that what they value most about the Chamber are the opportunities to connect through networking (82%), events (64%), and community involvement (49%). Events like Business After Hours, the Annual Member Breakfast, and Women in Business Luncheons are consistently some of the most attended and most appreciated, based on survey respondents. We’re currently reviewing our 2026 event calendar and are using this feedback to help us shape a lineup that provides meaningful engagement. You’ve asked for things like panels, nonprofit mixers, joint events with other organizations, and casual gatherings at local wineries and breweries - and we’re listening. We’ve found that members who are most engaged in Chamber events are also the ones who find the greatest value in their membership. In 2026, we want to make it even easier for all members to access those kinds of high-impact experiences. Digital Tools Need Improvement Many of you shared that our website feels outdated and can be difficult to navigate. We’ve heard your concerns and are actively working to address them. While the process is slow, updates to our website are already underway, and we’re committed to making it more intuitive, mobile-friendly, and member-focused. We’re also exploring new event registration systems for 2026 to make it easier to sign up for Chamber events and manage your participation online. Our goal is to streamline communication and ensure that interacting with the Chamber is easy and rewarding. The Chamber’s Support Matters Whether you're running a one-person startup, leading a community nonprofit, or managing one of our region’s largest employers, we are here to support your work. Many of you told us about the challenges you’re facing, including staffing shortages, rising costs, policy uncertainty, and limited visibility. You asked for more business exposure, more connections, and stronger advocacy. We’re proud to share that the Chamber’s Board of Directors recently adopted a set of values and guidelines that will help us streamline our approach to advocacy and remain responsive to the diverse needs of our members. These tools will help ensure that when we advocate at the local, state, or federal level, we are doing so with clarity, transparency, and in service of our members’ shared interests. What Comes Next The average satisfaction rating from this year’s survey was 8.97 out of 10, a reflection of the important work we’re doing together. But we know we can do even more. This September, the Chamber’s Board of Directors will participate in a strategic planning retreat to help chart our course for 2026. Your survey feedback will play a key role in that conversation, guiding how we invest our time, energy, and resources in the year ahead. Although the survey is now closed, our commitment to listening never ends. If you have thoughts, ideas, or questions at any time, please don’t hesitate to reach out. You can contact Executive Director Kristen Brown directly at kbrown@santacruzchamber.org. Thank you for being a part of the Santa Cruz Area Chamber. Together, we are building a more connected, informed, and thriving community.
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce
Thank you to everyone who participated in the Santa Cruz Area Chamber’s 2025 Membership Survey. Your input is incredibly valuable as we work to improve the programs, services, and resources we offer to our members and the greater Santa Cruz community.
What You Shared With Us
Your responses helped confirm many of the things we’re doing well and pointed out areas where we can grow. We want to share some of the highlights and how we’re responding to what we heard.
Community and Connection Lead the Way
Overwhelmingly, members told us that what they value most about the Chamber are the opportunities to connect through networking (82%), events (64%), and community involvement (49%). Events like Business After Hours, the Annual Member Breakfast, and Women in Business Luncheons are consistently some of the most attended and most appreciated, based on survey respondents.
We’re currently reviewing our 2026 event calendar and are using this feedback to help us shape a lineup that provides meaningful engagement. You’ve asked for things like panels, nonprofit mixers, joint events with other organizations, and casual gatherings at local wineries and breweries - and we’re listening. We’ve found that members who are most engaged in Chamber events are also the ones who find the greatest value in their membership. In 2026, we want to make it even easier for all members to access those kinds of high-impact experiences.
Digital Tools Need Improvement
Many of you shared that our website feels outdated and can be difficult to navigate. We’ve heard your concerns and are actively working to address them. While the process is slow, updates to our website are already underway, and we’re committed to making it more intuitive, mobile-friendly, and member-focused. We’re also exploring new event registration systems for 2026 to make it easier to sign up for Chamber events and manage your participation online. Our goal is to streamline communication and ensure that interacting with the Chamber is easy and rewarding.
The Chamber’s Support Matters
Whether you're running a one-person startup, leading a community nonprofit, or managing one of our region’s largest employers, we are here to support your work. Many of you told us about the challenges you’re facing, including staffing shortages, rising costs, policy uncertainty, and limited visibility. You asked for more business exposure, more connections, and stronger advocacy.
We’re proud to share that the Chamber’s Board of Directors recently adopted a set of values and guidelines that will help us streamline our approach to advocacy and remain responsive to the diverse needs of our members. These tools will help ensure that when we advocate at the local, state, or federal level, we are doing so with clarity, transparency, and in service of our members’ shared interests.
What Comes Next The average satisfaction rating from this year’s survey was 8.97 out of 10, a reflection of the important work we’re doing together. But we know we can do even more. This September, the Chamber’s Board of Directors will participate in a strategic planning retreat to help chart our course for 2026. Your survey feedback will play a key role in that conversation, guiding how we invest our time, energy, and resources in the year ahead.
Although the survey is now closed, our commitment to listening never ends. If you have thoughts, ideas, or questions at any time, please don’t hesitate to reach out. You can contact Executive Director Kristen Brown directly at kbrown@santacruzchamber.org.
Thank you for being a part of the Santa Cruz Area Chamber. Together, we are building a more connected, informed, and thriving community.