ARTICLE
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce The Santa Cruz Area Chamber is excited to share The Santa Cruz Business Beat, a monthly roundup of the most relevant local news stories, trends, and issues affecting Santa Cruz County. Each edition highlights topics important to business and community leaders, including education, workforce development, housing, transportation, climate, health, and local government updates. Our goal is to keep you informed, connected, and ahead of the curve on the issues shaping our community and economy. On The Move The Latest on Murray Street Bridge Construction: The reconstruction of the Murray Street Bridge continues to impact traffic and local businesses, prompting frustration among residents and commuters. City engineers explain that the project’s timeline cannot be accelerated due to a combination of complex factors. Environmental regulations require that construction in and around the harbor be carefully timed to protect fish migrations and water quality, limiting when certain work can occur. At the same time, essential utility relocations, including sewer lines, must be coordinated with major construction milestones to ensure safety and functionality. While the delays are inconvenient, the careful sequencing of work reflects the city’s effort to comply with regulatory requirements, protect the environment, and keep the project on track toward completion. Learn more from this Lookout Article Soquel Drive Improvements Near Completion: The long-running effort to improve Soquel Drive in Santa Cruz County is nearly finished after about two years of work. The comprehensive project, which enhances bike lanes, sidewalks, crosswalks and traffic systems along the busy corridor between Santa Cruz and Aptos, is now in its final stages with technical elements being tested before full use. County officials plan to hold a ribbon-cutting once everything is complete, though a date hasn’t been set yet. Learn more from this Lookout Article. Eco Update AMBAG Seeks Feedback on EV Charging Locations: Electric vehicle use is rising in Monterey County and across California, but existing charging infrastructure falls far short of what will be needed to meet state climate goals by 2030. Regional planners with the Association of Monterey Bay Area Governments are working to expand charging access across Monterey, Santa Cruz, and San Benito counties while addressing equity, community input, and climate resilience. Their planning framework emphasizes preparing for extreme weather and power outages, educating underrepresented communities about EV options and incentives, and gathering public feedback. Share your feedback on where future charging stations should be located, here. Campus & Community UCSC Partners on New Medical Training Program: UC?Santa Cruz and UC?Davis are creating a new medical education pathway called PRIME Central Coast to train physicians who will serve communities along California’s Central Coast. The program, supported by $1.5?million in state funding secured by local lawmakers, is part of the University of California’s PRIME initiative, which emphasizes community-focused training for future doctors. Applications are expected to open in early 2026, with the first students beginning training in 2027. Students will start their medical studies through UC?Davis and spend much of their clinical training back in Central Coast clinics and hospitals, with the aim of increasing the number of doctors who live and work in the region. The effort also builds on UCSC’s existing health-related programs and its broader goal of addressing physician shortages in underserved areas. Learn more on the UCSC Website. Cabrillo Committee Selects New President: Cabrillo College has recommended Dr. Jenn Capps as its next Superintendent and President, with a projected start date of January 20, 2026, pending approval by the Governing Board on January 12, 2026. Dr. Capps currently serves as Provost and Vice President of Academic Affairs at Cal Poly Humboldt, where she led initiatives that strengthened workforce-aligned programs, increased enrollment, and promoted sustainability and community partnerships, including collaborations with tribal nations. She previously served as Dean at Metropolitan State University of Denver, where she advanced public-private partnerships and community engagement. Known for a student-centered and transparent leadership style, Dr. Capps holds advanced degrees in counseling psychology and specializes in juvenile rehabilitation and crisis response. She expressed enthusiasm about joining Cabrillo College and advancing student success and innovative programs. Learn more in this Sentinel Article. Wellness Watch Watsonville Hospital Seeks Financial Partners: Watsonville Community Hospital is still trying to find a financial partner to help stabilize its operations, but hospital leadership says a decision is likely still several months away. The hospital has been under financial strain due to rising costs, anticipated reductions in Medicaid/Medi-Cal reimbursements, and ongoing recovery from a cyberattack that disrupted billing and increased expenses. These challenges have contributed to fewer patients keeping appointments and staffing losses, although efforts are underway to recruit more doctors and reassure community members about care. Hospital leaders are in discussions with several larger health systems as they explore options that could strengthen services and reduce costs. Alongside the partnership search, the hospital is waiting on a federal decision affecting supplemental payments that help offset care for low-income and uninsured patients. Learn more in this Lookout Article. Policy Pulse Capitola & Watsonville Seat New Mayors: City councils in Capitola and Watsonville completed their annual leadership rotations, naming new mayors and vice mayors for the coming year. In Capitola, the council unanimously selected Vice Mayor Margaux Morgan to serve as mayor and appointed Councilmember Gerry Jensen as vice mayor, following a year marked by significant turnover that has since stabilized. In Watsonville, Kristal Salcido was elevated to mayor under the city’s rotating system, with Casey Clark chosen as mayor pro tempore. Business Beat Winegrowers Form Heritage District: Winegrowers in the Santa Cruz area have established a new Santa Cruz Mountains Heritage District within the region’s American Viticultural Area to boost tourism and raise the profile of locally produced wines. The district includes about 1,600 acres of vineyards and more than 70 wineries spread across Santa Cruz, San Mateo and Santa Clara counties. Growers in the district will pay assessment fees that will be used to support marketing and economic development efforts, helping small wineries address challenges like rising costs and declining sales while promoting the region as a wine destination. Learn more from NorCal Public Media. Westside Business District Thrives: Santa Cruz’s Westside area has transformed from a largely unused industrial and agricultural zone into a lively local business district. Once dominated by warehouses and processing plants, the neighborhood now hosts a variety of eateries, coffee shops, breweries, tasting rooms and other small businesses, creating a vibrant commercial hub for residents who previously had to travel farther for dining and shopping options. The revitalization grew as entrepreneurs repurposed old buildings and new development continues, with housing and trail expansions further encouraging growth. Learn more from this Lookout Article. Downtown Boost From Local Pop-Ups: Santa Cruz’s downtown is getting a seasonal boost as two local event organizers activate long-empty spaces with holiday pop-ups. Collective Santa Cruz is hosting markets in the former Logos Books & Records building, and Santa Cruz Mountain Makers Market is using the old Palace Arts space for weekend craft fairs through December. These events will feature dozens of area artists, makers and food vendors, bringing activity back to prominent storefronts that have been vacant for years and offering a creative way to enliven the heart of the city during the holiday season. Learn more from this Lookout Article.
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce
The Santa Cruz Area Chamber is excited to share The Santa Cruz Business Beat, a monthly roundup of the most relevant local news stories, trends, and issues affecting Santa Cruz County. Each edition highlights topics important to business and community leaders, including education, workforce development, housing, transportation, climate, health, and local government updates. Our goal is to keep you informed, connected, and ahead of the curve on the issues shaping our community and economy.
On The Move
The Latest on Murray Street Bridge Construction: The reconstruction of the Murray Street Bridge continues to impact traffic and local businesses, prompting frustration among residents and commuters. City engineers explain that the project’s timeline cannot be accelerated due to a combination of complex factors. Environmental regulations require that construction in and around the harbor be carefully timed to protect fish migrations and water quality, limiting when certain work can occur. At the same time, essential utility relocations, including sewer lines, must be coordinated with major construction milestones to ensure safety and functionality. While the delays are inconvenient, the careful sequencing of work reflects the city’s effort to comply with regulatory requirements, protect the environment, and keep the project on track toward completion. Learn more from this Lookout Article
Soquel Drive Improvements Near Completion: The long-running effort to improve Soquel Drive in Santa Cruz County is nearly finished after about two years of work. The comprehensive project, which enhances bike lanes, sidewalks, crosswalks and traffic systems along the busy corridor between Santa Cruz and Aptos, is now in its final stages with technical elements being tested before full use. County officials plan to hold a ribbon-cutting once everything is complete, though a date hasn’t been set yet. Learn more from this Lookout Article.
Eco Update
AMBAG Seeks Feedback on EV Charging Locations: Electric vehicle use is rising in Monterey County and across California, but existing charging infrastructure falls far short of what will be needed to meet state climate goals by 2030. Regional planners with the Association of Monterey Bay Area Governments are working to expand charging access across Monterey, Santa Cruz, and San Benito counties while addressing equity, community input, and climate resilience. Their planning framework emphasizes preparing for extreme weather and power outages, educating underrepresented communities about EV options and incentives, and gathering public feedback. Share your feedback on where future charging stations should be located, here.
Campus & Community
UCSC Partners on New Medical Training Program: UC?Santa Cruz and UC?Davis are creating a new medical education pathway called PRIME Central Coast to train physicians who will serve communities along California’s Central Coast. The program, supported by $1.5?million in state funding secured by local lawmakers, is part of the University of California’s PRIME initiative, which emphasizes community-focused training for future doctors. Applications are expected to open in early 2026, with the first students beginning training in 2027. Students will start their medical studies through UC?Davis and spend much of their clinical training back in Central Coast clinics and hospitals, with the aim of increasing the number of doctors who live and work in the region. The effort also builds on UCSC’s existing health-related programs and its broader goal of addressing physician shortages in underserved areas. Learn more on the UCSC Website.
Cabrillo Committee Selects New President: Cabrillo College has recommended Dr. Jenn Capps as its next Superintendent and President, with a projected start date of January 20, 2026, pending approval by the Governing Board on January 12, 2026. Dr. Capps currently serves as Provost and Vice President of Academic Affairs at Cal Poly Humboldt, where she led initiatives that strengthened workforce-aligned programs, increased enrollment, and promoted sustainability and community partnerships, including collaborations with tribal nations. She previously served as Dean at Metropolitan State University of Denver, where she advanced public-private partnerships and community engagement. Known for a student-centered and transparent leadership style, Dr. Capps holds advanced degrees in counseling psychology and specializes in juvenile rehabilitation and crisis response. She expressed enthusiasm about joining Cabrillo College and advancing student success and innovative programs. Learn more in this Sentinel Article.
Wellness Watch
Watsonville Hospital Seeks Financial Partners: Watsonville Community Hospital is still trying to find a financial partner to help stabilize its operations, but hospital leadership says a decision is likely still several months away. The hospital has been under financial strain due to rising costs, anticipated reductions in Medicaid/Medi-Cal reimbursements, and ongoing recovery from a cyberattack that disrupted billing and increased expenses. These challenges have contributed to fewer patients keeping appointments and staffing losses, although efforts are underway to recruit more doctors and reassure community members about care. Hospital leaders are in discussions with several larger health systems as they explore options that could strengthen services and reduce costs. Alongside the partnership search, the hospital is waiting on a federal decision affecting supplemental payments that help offset care for low-income and uninsured patients. Learn more in this Lookout Article.
Policy Pulse
Capitola & Watsonville Seat New Mayors: City councils in Capitola and Watsonville completed their annual leadership rotations, naming new mayors and vice mayors for the coming year. In Capitola, the council unanimously selected Vice Mayor Margaux Morgan to serve as mayor and appointed Councilmember Gerry Jensen as vice mayor, following a year marked by significant turnover that has since stabilized. In Watsonville, Kristal Salcido was elevated to mayor under the city’s rotating system, with Casey Clark chosen as mayor pro tempore.
Business Beat
Winegrowers Form Heritage District: Winegrowers in the Santa Cruz area have established a new Santa Cruz Mountains Heritage District within the region’s American Viticultural Area to boost tourism and raise the profile of locally produced wines. The district includes about 1,600 acres of vineyards and more than 70 wineries spread across Santa Cruz, San Mateo and Santa Clara counties. Growers in the district will pay assessment fees that will be used to support marketing and economic development efforts, helping small wineries address challenges like rising costs and declining sales while promoting the region as a wine destination. Learn more from NorCal Public Media.
Westside Business District Thrives: Santa Cruz’s Westside area has transformed from a largely unused industrial and agricultural zone into a lively local business district. Once dominated by warehouses and processing plants, the neighborhood now hosts a variety of eateries, coffee shops, breweries, tasting rooms and other small businesses, creating a vibrant commercial hub for residents who previously had to travel farther for dining and shopping options. The revitalization grew as entrepreneurs repurposed old buildings and new development continues, with housing and trail expansions further encouraging growth. Learn more from this Lookout Article.
Downtown Boost From Local Pop-Ups: Santa Cruz’s downtown is getting a seasonal boost as two local event organizers activate long-empty spaces with holiday pop-ups. Collective Santa Cruz is hosting markets in the former Logos Books & Records building, and Santa Cruz Mountain Makers Market is using the old Palace Arts space for weekend craft fairs through December. These events will feature dozens of area artists, makers and food vendors, bringing activity back to prominent storefronts that have been vacant for years and offering a creative way to enliven the heart of the city during the holiday season. Learn more from this Lookout Article.