ARTICLE
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce Each year, the Santa Cruz Area Chamber of Commerce brings together leaders, innovators, and community champions from across Santa Cruz County for our Annual Awards Gala, an evening dedicated to recognizing those whose work, leadership, and service strengthen our local community. We are proud to share the recipients of the 2026 Santa Cruz Area Chamber of Commerce Awards, who will be formally honored at our Awards Gala on Thursday, April 16th, 2026, at The Grove. The Chamber Awards spotlight a diverse range of contributions, from businesses that drive economic vitality and invest locally, to organizations delivering essential services, and individuals whose leadership and long-term commitment have helped shape Santa Cruz County. After careful consideration, this year’s award recipients reflect the breadth and depth of impact happening across our region. Learn more about this year's honorees… 2026 Person of the Year: Dan Haifley For decades, Dan Haifley has been a steady and influential force in Santa Cruz County, consistently lending his leadership, expertise, and energy to initiatives that protect our natural environment and expand access to shared community spaces. His career reflects a rare combination of environmental stewardship, public service, and collaborative leadership. Dan played a pivotal role in the effort that led to the creation of the Monterey Bay National Marine Sanctuary, safeguarding thousands of square miles of coastline and marine habitat. His leadership extended into ocean education through O’Neill Sea Odyssey, where generations of local students gained hands-on learning experiences that fostered environmental awareness and responsibility. Beyond conservation, Dan’s impact can be felt in neighborhood parks and public spaces, including his work advancing inclusive playgrounds that ensure children of all abilities can play and connect. Throughout his career, he has worked across nonprofits, government agencies, and community groups, bringing people together around shared goals grounded in equity, sustainability, and long-term benefit for the region. Business of the Year: Swenson Builders Swenson Builders has long been recognized as a leader in Santa Cruz County’s construction industry, known not only for operational excellence but also for deep-rooted community involvement. With a legacy spanning decades, the company has played a meaningful role in shaping the built environment while maintaining strong local ties. Previously honored by the Chamber in 2011, Swenson Builders continues to demonstrate the qualities that define Business of the Year: consistent leadership, economic contribution, and a commitment to community well-being. Their work reflects a balance between growth, responsibility, and long-term investment in Santa Cruz County. Organization of the Year: Hospice of Santa Cruz County For nearly five decades, Hospice of Santa Cruz County has provided compassionate, mission-driven support to residents navigating grief, serious illness, and loss. Since its founding in 1978, the organization has served thousands of individuals and families, offering care that extends well beyond traditional hospice services. Hospice of Santa Cruz County provides a wide range of no-cost programs, including volunteer companionship, pet therapy, grief counseling, support for medically fragile children, and Camp Erin, an overnight camp that helps grieving children connect and heal together. The organization holds the highest quality rating among hospices on the Central Coast, reflecting both clinical excellence and a profound commitment to dignity and compassion. This enduring legacy of service makes Hospice of Santa Cruz County a deeply deserving recipient of the Organization of the Year award. Small Business of the Year: Santa Cruz Signs Santa Cruz Signs exemplifies the creativity, professionalism, and community connection that define a thriving small business. As a full-service sign shop serving Monterey, San Benito, and Santa Cruz Counties, the company delivers everything from custom graphics and vehicle wraps to large-scale commercial signage and electrical installations. Their in-house design team blends artistic vision with practical problem-solving, while strong project management ensures smooth execution from concept through installation. Santa Cruz Signs is also known for navigating permitting processes in partnership with local governments, making complex projects easier for clients. With a reputation built on quality, affordability, and local engagement, Santa Cruz Signs plays a vital role in supporting businesses throughout the region. Legacy Award: Carlos Palacios Carlos Palacios’ career in public service has left an indelible mark on both the City of Watsonville and Santa Cruz County as a whole. Beginning his local government career in Watsonville in the early 1990s, he rose to City Manager and guided the city through a period of significant economic and organizational transformation over nearly two decades. His leadership supported downtown revitalization, environmental initiatives, infrastructure investment, and strategic financial planning. In 2017, Mr. Palacios was named County Executive Officer for Santa Cruz County, becoming the first Latino leader in the County’s 168-year history. In this role, he oversees a large and complex organization, including thousands of employees and a multi-billion-dollar budget. During his tenure, he has introduced long-term strategic planning, improved operational efficiency, expanded public defense services, advanced housing and homelessness response efforts, strengthened emergency preparedness, and guided the County through multiple crises, including the COVID-19 pandemic and major wildfire recovery. His legacy reflects steady leadership, innovation, and a commitment to equitable public service. Cultural Impact Award: Santa Cruz Shakespeare Santa Cruz Shakespeare is the inaugural recipient of the Chamber’s Cultural Impact Award, recognizing its lasting contribution to the cultural fabric of Santa Cruz County. Since becoming an independent company in 2014, the organization has carried forward a decades-long tradition of presenting bold, engaging productions that bring classic and contemporary stories to life. Through performances, educational programming, and community engagement, Santa Cruz Shakespeare has introduced hundreds of thousands of audience members to the power of live theatre. The organization is known for pairing artistic ambition with financial transparency, and for fostering an inclusive, curious approach that resonates with diverse audiences. By connecting people through shared stories and creative expression, Santa Cruz Shakespeare continues to enrich the cultural life of our region. We look forward to celebrating these outstanding honorees on Thursday, April 16th, 2026, at The Grove. Click here to learn more about the event and how you join us in honoring these remarkable leaders in our community.
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce
Each year, the Santa Cruz Area Chamber of Commerce brings together leaders, innovators, and community champions from across Santa Cruz County for our Annual Awards Gala, an evening dedicated to recognizing those whose work, leadership, and service strengthen our local community. We are proud to share the recipients of the 2026 Santa Cruz Area Chamber of Commerce Awards, who will be formally honored at our Awards Gala on Thursday, April 16th, 2026, at The Grove.
The Chamber Awards spotlight a diverse range of contributions, from businesses that drive economic vitality and invest locally, to organizations delivering essential services, and individuals whose leadership and long-term commitment have helped shape Santa Cruz County. After careful consideration, this year’s award recipients reflect the breadth and depth of impact happening across our region.
Learn more about this year's honorees…
2026 Person of the Year: Dan Haifley
For decades, Dan Haifley has been a steady and influential force in Santa Cruz County, consistently lending his leadership, expertise, and energy to initiatives that protect our natural environment and expand access to shared community spaces. His career reflects a rare combination of environmental stewardship, public service, and collaborative leadership.
Dan played a pivotal role in the effort that led to the creation of the Monterey Bay National Marine Sanctuary, safeguarding thousands of square miles of coastline and marine habitat. His leadership extended into ocean education through O’Neill Sea Odyssey, where generations of local students gained hands-on learning experiences that fostered environmental awareness and responsibility.
Beyond conservation, Dan’s impact can be felt in neighborhood parks and public spaces, including his work advancing inclusive playgrounds that ensure children of all abilities can play and connect. Throughout his career, he has worked across nonprofits, government agencies, and community groups, bringing people together around shared goals grounded in equity, sustainability, and long-term benefit for the region.
Business of the Year: Swenson Builders
Swenson Builders has long been recognized as a leader in Santa Cruz County’s construction industry, known not only for operational excellence but also for deep-rooted community involvement. With a legacy spanning decades, the company has played a meaningful role in shaping the built environment while maintaining strong local ties.
Previously honored by the Chamber in 2011, Swenson Builders continues to demonstrate the qualities that define Business of the Year: consistent leadership, economic contribution, and a commitment to community well-being. Their work reflects a balance between growth, responsibility, and long-term investment in Santa Cruz County.
Organization of the Year: Hospice of Santa Cruz County
For nearly five decades, Hospice of Santa Cruz County has provided compassionate, mission-driven support to residents navigating grief, serious illness, and loss. Since its founding in 1978, the organization has served thousands of individuals and families, offering care that extends well beyond traditional hospice services.
Hospice of Santa Cruz County provides a wide range of no-cost programs, including volunteer companionship, pet therapy, grief counseling, support for medically fragile children, and Camp Erin, an overnight camp that helps grieving children connect and heal together. The organization holds the highest quality rating among hospices on the Central Coast, reflecting both clinical excellence and a profound commitment to dignity and compassion.
This enduring legacy of service makes Hospice of Santa Cruz County a deeply deserving recipient of the Organization of the Year award.
Small Business of the Year: Santa Cruz Signs
Santa Cruz Signs exemplifies the creativity, professionalism, and community connection that define a thriving small business. As a full-service sign shop serving Monterey, San Benito, and Santa Cruz Counties, the company delivers everything from custom graphics and vehicle wraps to large-scale commercial signage and electrical installations.
Their in-house design team blends artistic vision with practical problem-solving, while strong project management ensures smooth execution from concept through installation. Santa Cruz Signs is also known for navigating permitting processes in partnership with local governments, making complex projects easier for clients.
With a reputation built on quality, affordability, and local engagement, Santa Cruz Signs plays a vital role in supporting businesses throughout the region.
Legacy Award: Carlos Palacios
Carlos Palacios’ career in public service has left an indelible mark on both the City of Watsonville and Santa Cruz County as a whole. Beginning his local government career in Watsonville in the early 1990s, he rose to City Manager and guided the city through a period of significant economic and organizational transformation over nearly two decades.
His leadership supported downtown revitalization, environmental initiatives, infrastructure investment, and strategic financial planning. In 2017, Mr. Palacios was named County Executive Officer for Santa Cruz County, becoming the first Latino leader in the County’s 168-year history. In this role, he oversees a large and complex organization, including thousands of employees and a multi-billion-dollar budget.
During his tenure, he has introduced long-term strategic planning, improved operational efficiency, expanded public defense services, advanced housing and homelessness response efforts, strengthened emergency preparedness, and guided the County through multiple crises, including the COVID-19 pandemic and major wildfire recovery. His legacy reflects steady leadership, innovation, and a commitment to equitable public service.
Cultural Impact Award: Santa Cruz Shakespeare
Santa Cruz Shakespeare is the inaugural recipient of the Chamber’s Cultural Impact Award, recognizing its lasting contribution to the cultural fabric of Santa Cruz County. Since becoming an independent company in 2014, the organization has carried forward a decades-long tradition of presenting bold, engaging productions that bring classic and contemporary stories to life.
Through performances, educational programming, and community engagement, Santa Cruz Shakespeare has introduced hundreds of thousands of audience members to the power of live theatre. The organization is known for pairing artistic ambition with financial transparency, and for fostering an inclusive, curious approach that resonates with diverse audiences.
By connecting people through shared stories and creative expression, Santa Cruz Shakespeare continues to enrich the cultural life of our region.
We look forward to celebrating these outstanding honorees on Thursday, April 16th, 2026, at The Grove. Click here to learn more about the event and how you join us in honoring these remarkable leaders in our community.