Santa Cruz Area Chamber of Commerce News Newswire

Santa Cruz County Business Beat: Your Monthly Pulse on Santa Cruz Business and Community Issues

Wed, 15 Apr 2026 19:33:51 GMT

The Santa Cruz Business Beat is 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

METRO Proposes Sales Tax on November Ballot: Supporters of Santa Cruz Metro are working to place a half-cent countywide sales tax on the November 2026 ballot to sustain and expand bus service after temporary state funding runs out. The measure is intended to prevent major service cuts, layoffs of about 100 workers, and reduced frequency, while maintaining programs like free fares for youth and potentially expanding free or reduced transit to seniors, people with disabilities, and low-income riders. If approved, local sales tax rates would increase, but the funding would preserve recent service improvements whereas failure could lead to significant reductions in transit service starting in 2027. Learn more in this Santa Cruz Local article.

RTC Continues Separation From Rail Line Operator: The Santa Cruz County Regional Transportation Commission is working toward an amicable split from its current rail operator, Progressive Rail, through a negotiated agreement that includes a financial settlement, allowing both parties to avoid litigation after a dispute over control of the rail line. The move would enable the commission to take greater control of the corridor, advance its rail-and-trail plans, and establish a new nonprofit entity to oversee operations, while also pursuing a contract with a different company to continue limited freight service in South County. Learn more in this Lookout Santa Cruz article.

Living Local

UCSC Recognized for Housing Strategy: UC Santa Cruz received a national innovation award for a long-range housing strategy that centers student success while addressing severe local housing challenges, including high costs and difficult building conditions. The plan emphasizes equity, inclusion, and sustainability, and outlines multiple projects and partnerships that significantly expand housing capacity for students, families, and the broader campus community. Developed through cross-department collaboration, the approach connects housing development to academic outcomes and long-term campus growth, and is being recognized as a model that other universities can replicate. Learn more here.

Capitola Mall Site Zoned for Additional Housing: Capitola has reached a key milestone in updating zoning rules for the Capitola Mall area, completing a major step required to align with state housing mandates and pave the way for future redevelopment. The changes establish new standards that allow for significantly increased housing, mixed-use development, and greater building heights, helping the city meet long-term housing goals while creating a framework for revitalizing the aging mall site. Although no specific project has been approved yet, the updated zoning provides the foundation for developers to submit proposals that could transform the area into a higher-density residential and commercial hub. Learn more in this Santa Cruz Sentinel article.

Workforce Housing Underway in Santa Cruz: A 100-unit workforce housing development has begun construction in Santa Cruz, to provide below-market rental homes for teachers and school staff, addressing local affordability challenges and helping improve educator recruitment and retention. The project is being built on district-owned land and is funded through voter-approved bonds, with design and construction led by Bogard Construction in partnership with architects and the local school district. Once completed, the multi-story complex will offer a mix of studio to three-bedroom apartments and is expected to open in 2028, creating long-term housing stability for employees of Santa Cruz City Schools. Learn more here.

Eco Update

Santa Cruz Launches Erosion Study: Santa Cruz is taking an initial step toward studying erosion risks and future project options at Lighthouse Point as part of a broader effort to better understand and manage long-term coastal change along West Cliff Drive. City officials recently approved funding for a consultant-led study that will assess hazards, the rate of erosion, and potential strategies ranging from shoreline protection measures to more nature-based or relocation approaches. The work is tied to a longer-term planning effort aimed at protecting public infrastructure, recreation areas, and economically important surf breaks while preparing for worsening coastal impacts over time. Learn more in this Santa Cruz Sentinel article.

Santa Cruz Wharf To Fully Reopen This Month: The Santa Cruz Wharf is set to fully reopen on April 29th following more than a year of storm-related repairs that rebuilt the damaged end of the structure. The project restores a small section of the pier that was lost in severe winter waves, but it does not replace the entire collapsed portion or some former attractions. The updated design includes improved safety features, fewer openings for wildlife viewing to strengthen the structure, and basic visitor amenities like seating and parking. City officials say the work is part of a broader effort to make the wharf more resilient against future storms while supporting its role as a major local economic and tourism hub. Learn more from KSBW.

Policy Pulse

Supervisor Cummings Runs Unopposed: Santa Cruz County Supervisor Justin Cummings faces no declared opponent in the upcoming election cycle, leaving him positioned for an uncontested re-election. The race is part of a broader local electoral landscape in which several county and city offices are drawing limited competition. The Chamber’s upcoming public candidate forum will give residents an opportunity to hear from Supervisor Cummings and other local candidates as part of its effort to increase civic engagement ahead of the primary election. Learn more about this event on our website.

County Considers Half-Cent Sales Tax Increase: Santa Cruz County leaders are considering a ballot measure that would ask voters to approve a temporary half-cent sales tax increase to help offset expected reductions in federal funding and stabilize local safety-net services such as health care, food assistance, and other county programs. The proposal would require state approval before it can go before voters and could generate tens of millions of dollars annually if passed. County officials say the additional revenue is aimed at preventing service cuts and addressing growing demand on local systems. Learn more in this Santa Cruz Local Article.

The Business Beat

Promote Your World Cup Watch Parties: With the FIFA World Cup 2026 approaching, the local business community is invited to be part of the excitement and help bring the global tournament atmosphere to our community. Businesses planning to show World Cup matches can use this survey to share which games they’ll be airing, their business type, hours, and other details. Learn more on the Visit Santa Cruz County website.

Santa Cruz Area To Host Candidate Forum on May 14th

Wed, 08 Apr 2026 17:22:29 GMT

The Santa Cruz Area Chamber of Commerce invites the community to attend our Primary Election Candidate Forum on Thursday, May 14th at Kaiser Permanente Arena. This free, public event is a valuable opportunity for business leaders, residents, and community members to hear directly from local candidates about the issues that matter most to our region’s economic vitality and quality of life. No registration is required - just show up and be part of the conversation!

The forum will feature candidates for Santa Cruz Mayor, including Ryan Coonerty, Gillian Greensite, Chris Krohn, Ami Chen Mills, and a representative for Joy Schendledecker. Attendees will also hear from candidates for Santa Cruz City Council District 4, Scott Newsome and Hector Marin, as well as District 6 candidates Rene Golder and Gabriella Noack. In addition, 3rd District Supervisor Justin Cummings, who is running unopposed for his second term, will share his perspective.

This forum will focus on the key issues shaping our local business climate and community future, including housing, transportation, permitting, development, and economic resilience. These topics are top of mind for employers, employees, and residents alike, and play a critical role in Santa Cruz’s ability to attract and retain a strong workforce, support small businesses, and plan for sustainable growth. Candidates will have the opportunity to share their priorities, discuss potential solutions, and respond to questions that reflect the real-world challenges facing our community.

In addition to hearing candidate remarks, attendees will gain valuable insight into how local policy decisions directly impact day-to-day business operations and long-term economic health. From the availability of workforce housing to the efficiency of permitting processes, the decisions made by elected officials shape the environment in which businesses operate and grow. This forum is designed to elevate those connections and ensure that the voice of the business community is front and center in the conversation.

The Chamber is committed to fostering informed civic engagement and providing a platform for constructive dialogue. We encourage attendees to come prepared to listen, learn, and engage thoughtfully with the issues and candidates. Whether you are a business owner, employee, or engaged resident, your participation helps strengthen our collective voice and supports a more informed electorate.
Join us on May 14th for an evening of meaningful discussion and community connection. This is your opportunity to hear directly from those seeking to represent Santa Cruz and to better understand how their leadership could shape the future of our local economy and community.

Learn more about this event on our website, here.

From Insight to Impact: Chamber & Community Leaders Explore Napa & Sonoma

Tue, 31 Mar 2026 20:32:24 GMT

The Santa Cruz Area Chamber of Commerce recently hosted a highly successful Community Leadership Visit (CLV), bringing a delegation of 25 local business and community leaders to Napa and Sonoma Counties for two days of experiential learning, idea-sharing, and relationship building.

Day 1: Napa - Tourism, Development & Downtown Revitalization

Our visit began with a stop at the Visit Napa Valley Welcome Center, where participants received an insightful presentation on the region’s destination marketing strategy. The discussion highlighted how intentional branding, strategic partnerships, and coordinated tourism efforts have positioned Napa Valley as a premier global destination.

Following a group lunch hosted by Norman Rose Tavern, the group was joined by representatives from the Napa Economic Development team for a guided downtown walking tour. The tour offered a firsthand look at how thoughtful planning and public-private collaboration are shaping a vibrant and economically resilient downtown.

One of the first stops was the rooftop of the Archer Hotel, the first major downtown redevelopment project since the 1970s. Here, attendees learned how the project aligned with Napa’s Downtown Specific Plan and how evolving property ownership has influenced the character of downtown. From the rooftop, the group also viewed the construction of First Street Napa Phase II, a significant mixed-use development that will introduce a luxury 161-room hotel and 78 branded residential units. Conversations also touched on parking strategies and a current feasibility study exploring the development of a new downtown garage.

The tour continued to Azur Wine Lounge, a woman-owned wine lounge and community gathering space. This stop sparked meaningful discussion around the creation of smaller sub-districts within the downtown core, as well as the structure and impact of business improvement districts in supporting economic vitality and placemaking.

The final stop of the day was Oxbow Commons, a unique hybrid of public open space and flood control infrastructure. Participants learned about Napa’s history of flooding and the innovative work of the Flood Control District to mitigate future risk. The group also explored the Riverline Project, a recently completed planning effort aimed at creating a more cohesive, accessible, and economically vibrant riverfront.

The day concluded with a group dinner at Napa Valley Bistro, where conversations continued in a more informal setting. The evening provided valuable time for participants to deepen relationships, exchange ideas, and build connections that will extend well beyond the trip.

Day 2: Sonoma County - Transit, Housing & Regional Leadership

On the second day, the delegation traveled to Santa Rosa to explore regional transportation and economic development initiatives. A key highlight was learning about the impact of the Sonoma–Marin Area Rail Transit (SMART) train, which has significantly enhanced mobility throughout the North Bay, bringing both residents and visitors into downtown cores while supporting economic connectivity across the region. Plans for future expansion further underscore the importance of continued investment in regional transit infrastructure.

The visit concluded with an in-depth conversation with the Santa Rosa Metro Chamber, offering a powerful look at how chambers can lead on complex, community-wide challenges.

One of the most impactful initiatives the Santa Rosa Chamber shared was the Sonoma County Housing Fund, a collaborative $10 million effort designed to accelerate the development of affordable housing. In partnership with Housing Trust Silicon Valley, the program provides fast, flexible capital for early-stage development costs, helping projects move from concept to construction. Local dollars raised are matched at a 2:1 level, significantly amplifying impact. In its first two years, locally raised funds helped catalyze more than $4.3 million in total investment, supporting developments that are creating stable housing for approximately 250 families in Sonoma County.

Beyond housing, the Santa Rosa Metro Chamber is leading innovative work across several key areas that directly support workforce stability and economic vitality. Their employer-supported childcare initiative, developed in partnership with First 5 Sonoma County, is helping build the business case for private-sector investment in childcare, recognizing it as a critical workforce and economic issue. Workforce development programs such as the Mike Hauser Academy and Worksite Held Employee English Learning (WHEEL) connect education with real-world career pathways, supporting both students and incumbent workers. Through Leadership Santa Rosa, the Chamber has cultivated nearly 1,000 graduates who now serve in leadership roles across the region. Additionally, as the host of the Sonoma Small Business Development Center, the Chamber provides no-cost advising and training to entrepreneurs, helping businesses start, grow, and adapt in an evolving economy.

Participants were particularly struck by the Chamber’s ability to convene public and private partners, leverage investment, and take an active role in addressing systemic challenges like housing and childcare - areas not traditionally led by chambers but increasingly essential to a thriving business climate.

Looking Ahead

The Community Leadership Visit once again demonstrated the value of learning from peer communities and engaging directly with the people, projects, and partnerships shaping their success. The Chamber looks forward to hosting future CLVs and continuing to expand opportunities for education, collaboration, and relationship building among our business and community leaders. Stay tuned for information about how you can join us on our next Community Leadership Visit.

One Week Left to Renew Your Chamber Membership for 2026

Wed, 25 Mar 2026 20:48:33 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

As we approach the end of March, we want to remind our valued members that there is now just one week left to renew your Santa Cruz Area Chamber of Commerce membership for 2026. If your membership has not been renewed by March 31, it will be dropped, so we encourage you to renew as soon as possible to ensure your benefits continue without interruption.

Your Chamber membership is more than just an annual renewal, it is an investment in your business and in a stronger, more connected local business community. As a Chamber member, you gain access to valuable opportunities that help you build relationships, increase visibility, stay informed, and remain engaged in the issues and conversations that impact business in Santa Cruz County.

Membership benefits include opportunities to attend networking events, promote your business, connect with fellow professionals, access business resources, and participate in programs and events designed to support local businesses of all sizes. Whether you have taken advantage of events like Business After Hours, educational workshops, community programs, or promotional opportunities, your membership helps keep you connected to a network that is legacy-driven, future-focused, and built for business.

Renewing your membership ensures that you remain part of a collaborative and supportive organization that works year-round to champion local business, strengthen community connections, and create opportunities for members to grow and thrive.

If you have any questions about your membership, your invoice, or the renewal process, please don’t hesitate to contact our office at (83) 457-3713. We’re happy to help and want to make sure the renewal process is as easy as possible.

Don’t wait until the last minute. Renew today to continue enjoying the benefits of Chamber membership and remain part of the Santa Cruz Area Chamber community in 2026.

Santa Cruz County Business Beat: Your Monthly Pulse on Santa Cruz Business and Community Issues

Wed, 18 Mar 2026 13:07:10 GMT

On The Move

Highway 17 Corridor Plan Underway: Caltrans and the Santa Cruz County Regional Transportation Commission are developing a long-term strategy for the Highway 17 corridor connecting Santa Cruz and the Santa Clara Valley that focuses on improving safety, reducing congestion, and preparing the roadway for climate-related impacts such as storms and landslides. Proposed concepts include roadway and interchange improvements, additional shoulders, and other safety upgrades, along with expanded transit options like enhanced Highway 17 Express bus service and better multimodal connections to help reduce traffic. The effort is currently in the planning and public engagement phase, with draft recommendations expected later this year and major projects likely dependent on securing significant future funding. Learn more in this Lookout article.

RTC Considered Funding Options for Rail Study: The Santa Cruz County Regional Transportation Commission is considering asking federal lawmakers for funding to continue studying a potential passenger rail system along the county’s rail corridor after identifying a roughly $15 million shortfall needed for environmental review and preliminary engineering. Staff say few competitive grants exist for early planning stages of large transit projects, so the agency may pursue congressional earmarks through representatives such as Jimmy Panetta, Adam Schiff, and Alex Padilla, while also exploring possible funding through the California state budget with support from John Laird. The funding would help advance the proposed zero-emission passenger rail project and associated environmental analysis needed before any construction decisions can be made. Learn more in this Santa Cruz Sentinel article.

Two-Way Traffic on Murray Street Bridge Ends Early: A temporary effort to allow two-way traffic on the Murray Street Bridge lasted only about a week before being discontinued due to safety concerns. The bridge had reopened in late January with only eastbound traffic after a lengthy closure for construction, prompting nearby businesses and community members to request restored access in both directions. In response, the city tested a one-lane, alternating traffic system controlled by automated signals beginning in early March. After reviewing conditions during the trial period, officials ended the program and returned the bridge to one-way eastbound traffic. Learn more in this Santa Cruz Sentinel article.

Living Local

Pacific Avenue Affordable Housing Applications Now Open: Applications are now open for Pacific Station North, a seven-story affordable housing development at 902 Pacific Ave. in downtown Santa Cruz. The project will include 128 units for lower-income households, with some reserved for people experiencing or at risk of homelessness, as well as ground-floor commercial space and resident amenities. Applications are due by March 21st. Learn more in this Santa Cruz Local article.

Housing Authority Prepares for Housing Voucher Changes: The Housing Authority of Santa Cruz County is preparing for the end of federal emergency housing vouchers later this year and is also watching potential federal changes that would tighten citizenship and eligibility rules for rental assistance, concerns that could make it harder for some low-income households to keep their homes; local officials are trying to plan alternatives and ensure current voucher holders remain housed even as funding and policy shifts loom. Learn more in this Lookout Santa Cruz article.

Santa Cruz Council to Consider Coral Street Rezone: The Santa Cruz City Council is set to review a proposed rezoning of the Coral Street area that would create an overlay district allowing temporary housing, shelters, and fully affordable housing, with taller building heights than current zoning permits. The Planning Commission recommended sending the proposal to the council with a reduced maximum height to address neighborhood concerns while still meeting state housing requirements. The council will consider balancing these state mandates with local goals for housing, services, and community character. Learn more in this Santa Cruz Sentinel article.

Eco Update

Funding Secured for Santa Cruz Wharf Repair: In response to significant storm damage that partly destroyed the end of the historic Santa Cruz Municipal Wharf, Congressman Jimmy Panetta has secured $3.15?million in federal funding to support the Wharf Resilience and Rehabilitation Project, including a new south landing for boats and upgrades to better withstand climate impacts and earthquakes, with local officials saying the money represents one of the largest capital investments in the structure’s history and will help support businesses and community use. Learn more in this Pajaronian article.

Policy Pulse

Mayor Shares State of the City at Annual Chamber Breakfast: At the Santa Cruz Area Chamber’s Annual Member Breakfast in late February, Mayor Fred Keeley delivered his final State of the City address of his four-year term, reflecting on the city’s progress in housing and homelessness. He highlighted efforts such as new funding measures and major housing projects while noting that housing affordability and support for people experiencing homelessness remain ongoing challenges for Santa Cruz. Learn more in this Lookout Santa Cruz article.

Santa Cruz Primary Election Races Are Set: Most of the local contests for the June?2nd Santa Cruz County primary are locked in now that filing has ended. On the Santa Cruz City Council ballot, District?4 will see incumbent Scott Newsome face Hector Marin again, and in District?6, incumbent Renee Golder is challenged by Gabriella Noack. The mayoral field includes several hopefuls with varied backgrounds since the current mayor isn’t seeking reelection. For the County Board of Supervisors, District?3 is uncontested with incumbent Justin Cummings returning, while District?4 has Elias Gonzales and Tony Nuñez competing against Supervisor Felipe Hernandez. The primary winner could be decided outright if they secure a majority; otherwise top vote-getters move to November. Learn more in this Lookout Santa Cruz article.

The Business Beat

United Way to Lead Your Future Is Our Business Program: United Way of Santa Cruz County will take over the programs of the long-running nonprofit Your Future Is Our Business starting July?1, ensuring the continuation and growth of its mission to connect local students with internships, mentorships, and career opportunities. The transition allows United Way to expand the program’s reach and impact, guided by a leader with deep experience in its work, while preserving the legacy of 34?years of supporting youth career development. Learn more in this Lookout Santa Cruz article.

Small Businesses and the Economy: What We’re Seeing Right Now

Tue, 10 Mar 2026 22:35:13 GMT

Small businesses are entering 2026 in a mixed but relatively stable economic environment. The U.S. economy continues to grow at a moderate pace, and many indicators suggest the country is avoiding the kind of sharp downturn that some economists predicted in previous years. At the same time, the recovery from the past several years of inflation and supply chain disruptions is still unfolding. Many businesses are adjusting to a “new normal” where operating costs remain higher than they were before the pandemic, even as economic growth stabilizes. Recent economic outlook analysis reporting notes that businesses are continuing to adapt their strategies to manage costs while remaining competitive in a changing market.

One factor continuing to shape the business environment is interest rates. While inflation has cooled compared with the peak levels seen a few years ago, borrowing costs remain higher than many businesses were accustomed to during the previous decade. This affects everything from equipment purchases to commercial real estate financing and business lines of credit. Higher interest rates can make it more difficult for businesses to invest in expansion or new infrastructure, particularly for small and locally owned companies that rely on financing to grow. A recent policy brief examining the 2026 economy highlights how interest rate policy will continue to influence business investment and economic activity in the months ahead.

Even with these pressures, many small business owners remain cautiously optimistic about the future. The National Federation of Independent Business recently reported that its Small Business Optimism Index remains above its 52-year average. This suggests that while business owners are navigating uncertainty, many still see opportunities for growth and stability. Entrepreneurs across the country are continuing to invest in their businesses, strengthen relationships with customers, and explore new ways to operate efficiently. For many small businesses, resilience and adaptability remain key to navigating today’s economic conditions.

Recent national business surveys show similar trends. A business health index released earlier this month found that overall confidence among U.S. businesses has begun to improve slightly heading into 2026. While concerns about inflation, labor costs, and global uncertainty remain, many business leaders report feeling more prepared to manage these challenges than they did in recent years. Businesses have spent the past several years adjusting their operations, strengthening supply chains, and building more resilient strategies, which may be contributing to improved sentiment.

What this means locally is that many businesses are continuing to adapt in practical ways. Owners are paying close attention to expenses, adjusting pricing strategies, and looking for ways to operate more efficiently. Some are investing in technology to streamline operations, while others are focusing on customer experience and community connections as a way to stay competitive. These kinds of adjustments are common during periods of economic transition and often reflect the flexibility that small businesses are known for.

The Santa Cruz Area Chamber of Commerce hears about these realities directly from local business owners. Through conversations with members, it is clear that many businesses are working through similar challenges, including workforce availability, rising operating costs, and changing consumer habits. These discussions provide valuable insight into how economic trends are showing up on the ground in Santa Cruz County and what local businesses are experiencing day to day.

Part of the Chamber’s role is creating space for those conversations to happen and then using the feedback we receive to develop our events, priorities, and programs. Networking events, industry roundtables, and community gatherings give business owners an opportunity to compare experiences, share ideas, and learn from one another. Often the most useful insights come from other local businesses facing similar challenges.

The Chamber also stays engaged in policy discussions that affect the business community and works with regional partners to ensure that the perspective of local businesses is part of those conversations. While economic trends often begin at the national or global level, local collaboration and communication play an important role in helping businesses respond effectively.

Economic conditions will continue to change, but strong local economies are built by the small businesses that invest in their communities every day. By staying connected, sharing information, and supporting one another, business owners help create the kind of resilient local economy that benefits the entire community.

Workforce, Housing, and Transportation Take Center Stage at Hospitality Roundtable

Tue, 03 Mar 2026 23:57:18 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

Last week, the Santa Cruz Area Chamber of Commerce, in partnership with Workforce Santa Cruz County, launched our new Industry-Specific Roundtable Series with a focused conversation among leaders in our local hospitality sector. The discussion was candid, solutions-oriented, and grounded in the realities facing one of Santa Cruz County’s most vital industries.

Hospitality plays an outsized role in our local economy. According to Workforce Santa Cruz County’s 2025 State of the Workforce report, Tourism, Hospitality, and Recreation businesses account for 16.4% of the county’s major employers. Since 2021, employment across these sectors has grown by 22%, adding approximately 2,900 jobs. Much of that increase has been driven by significant expansion in amusement and theme park operations. By 2024, the industry supported roughly 16,200 jobs, or about 16% of total county employment, with full-service and limited-service restaurants representing half of those positions.

With that growth comes both challenge and opportunity.

Workforce Pipeline Development
Roundtable participants emphasized the need for stronger talent pathways into mid-level and specialized roles. While entry-level hiring remains steady, employers shared that certain positions have proven especially difficult to fill. Skilled tradespeople such as painters, electricians, and maintenance professionals are in particularly high demand. Employers discussed the importance of building stronger connections with training providers and workforce partners to develop clear pathways into these roles and ensure that local talent is prepared for advancement within the hospitality industry.

Workforce Housing Affordability
Housing continues to be one of the most pressing structural challenges. Santa Cruz County’s housing affordability index now sits at 21%, down ten percentage points from 2020. This means only about one in five first-time homebuyers can afford a median-priced single-family home locally. By comparison, the statewide affordability index stands at 29%, underscoring the scale of our region’s housing constraints. Wage limitations make it difficult for many hospitality employees to afford living locally, and some hotel workers report holding multiple jobs to cover basic expenses. These pressures directly affect employers’ ability to recruit and retain skilled team members across industries.

Transportation and Commute Challenges
Transportation surfaced as a consistent point of frustration for both employers and employees. Many hospitality workers live in Watsonville or farther south and commute north for work. With only one primary roadway connecting much of the county, it is not uncommon for a 15-mile trip to take an hour or more during peak congestion. Ongoing infrastructure construction and rising traffic volumes have compounded the issue, and several employers reported that commute times have increased over the past year. These conditions affect reliability, morale, and retention, particularly for lower-wage frontline staff.

Despite these challenges, the tone of the roundtable was collaborative and forward looking. Industry leaders appreciated having a dedicated space to share concerns, identify shared priorities, and explore coordinated solutions. The Chamber will use this feedback to inform our economic development strategy, workforce partnerships, and advocacy priorities.

Our Industry-Specific Roundtables will continue monthly throughout the year. The next roundtable will focus on our healthcare sector, which accounts for approximately 17% percent of our County’s jobs, and will take place on March 24th. Anyone interested in participating is encouraged to reach out to Chamber Executive Director, Kristen Brown, at Kbrown@santacruzchamber.org.

Santa Cruz Chamber Annual Member Breakfast Welcomes Community, Conversation, and Mayor Keeley’s State of the City

Wed, 25 Feb 2026 17:21:03 GMT

By Elyse Mitchell, Chamber Operations Associate

Last Wednesday, February 19th, the Santa Cruz Area Chamber of Commerce welcomed members, civic leaders, and community partners to the Dream Inn for our annual State of the City Breakfast. With sweeping ocean views and a vibrant sense of connection in the air, the morning offered a meaningful space for reflection, conversation, and community.

Guests were welcomed with delicious breakfast bites, fresh juices, and hot coffee as the room filled with conversation and anticipation. The ambiance reflected the very spirit of Santa Cruz, relaxed yet energized, coastal yet forward thinking. Attendees enjoyed capturing the moment at the Santa Cruz Digital Photo Booth, with special thanks to Alexander Barber for creating such a fun and interactive experience that allowed guests to connect and leave with a lasting memory.

Just beyond the windows, local artist Santa Cruz Sand created a stunning sand installation of the Santa Cruz Area Chamber logo along the shoreline. The intricate artwork served as a uniquely Santa Cruz welcome and a reminder of the creativity that defines our region. We also extend our sincere appreciation to Andrew O’Keefe and Paloma Bobadilla of AMotion Video for their exceptional video production and storytelling, helping preserve the energy and significance of the morning.

At the event, Mayor Fred Keeley delivered his final State of the City address, offering a thoughtful and forward looking perspective on Santa Cruz’s progress and future. Housing remained a central focus, with Keeley highlighting the city’s shift toward more proactive and solutions oriented development. He spoke to major housing projects underway and the importance of the Workforce Housing Affordability Act of 2025, which established dedicated funding to support affordable housing and long term stability for the community.

Keeley also shared encouraging progress in addressing homelessness, noting that Santa Cruz has seen a nearly 50 percent reduction in unsheltered homelessness over the past four years. While acknowledging the work that remains, he emphasized that sustained collaboration and investment are making meaningful progress.

Downtown Santa Cruz continues to evolve, with new housing, infrastructure improvements, and revitalization efforts shaping a more vibrant and resilient city center. Keeley’s remarks reflected a shared vision for Santa Cruz’s future, one rooted in thoughtful growth, economic vitality, and community connection.

The State of the City Breakfast served as a powerful reminder of the strength and engagement of Santa Cruz’s business and civic community. The Chamber remains proud to convene these important conversations and to support the partnerships that continue to move our city forward.

Santa Cruz County Business Beat: Your Monthly Pulse on Santa Cruz Business and Community Issues

Wed, 18 Feb 2026 20:26:07 GMT

Santa Cruz County Business Beat
Your monthly pulse on Santa Cruz business and community issues.

On The Move

Santa Cruz Invites Feedback on Transportation Plan: The City of Santa Cruz’s updated Active Transportation Plan presents recommended policies, programs, and projects aimed at making it safer and easier for residents to walk, bike, and use other non-motorized modes of travel, advancing objectives related to climate action, health, and expanded transportation choices. First adopted in 2017, the plan is being refreshed with input from the community, and now features a ranked list of projects to guide next steps. The public can review the draft plan and its implementation strategy and provide feedback by February 27, 2026. Learn more here.

RTC Ends Agreement with Rail Operator: The Santa Cruz County Regional Transportation Commission ended its operating agreement with Progressive Rail on the Santa Cruz Branch Rail Line after prolonged talks broke down, saying the change will let it push forward with building the Coastal Rail Trail while still maintaining freight service for current customers and keeping excursion trains running. The RTC plans to take over as the common carrier on parts of the line not used for freight and seek a new operator for Watsonville freight, aiming to protect major trail funding and advance long-term transportation goals including potential passenger rail. Learn more in this Good Times article.

METRO Launches Free Shuttle Service: Santa Cruz METRO is starting a temporary, no-cost shuttle in the Seabright neighborhood to help people get around while the Murray Street Bridge undergoes long-term construction. The pilot service, called the Seabright Shuttle, runs on weekdays and uses accessible vans to pick up riders within the area and take them to the nearest regular bus stops so they can connect to the broader transit network. Rides can be scheduled by phone or an app and typically require a short wait. Learn more in this Santa Cruz Sentinel article.

Capitola Avenue Bridge Reopens: The long-closed Capitola Avenue bridge over Highway 1 between Soquel and Capitola has reopened to the public following nearly two years of reconstruction. The construction was part of a larger highway improvement project, restoring a key route for drivers, pedestrians and cyclists that had been inaccessible since early 2024. The rebuilt structure includes enhanced multimodal features and marks a milestone in ongoing efforts to upgrade the corridor and improve local travel connections. Learn more in this Santa Cruz Sentinel article.

Eco Update

Santa Cruz Area Chamber Joins Local Leaders in Opposing OffShore Drilling: In late-January, the Santa Cruz Area Chamber submitted a letter of opposition to the 11th National Outer Continental Shelf Oil and Gas Leading Draft Proposed Program. Shortly thereafter, we joined leaders from Visit Santa Cruz County and the Monterey Bay Fisheries Trust in an editorial warning that proposed offshore oil and gas leasing would endanger local tourism, fisheries and the region’s coastal identity. New drilling could damage the coastal economy, disrupt marine ecosystems and commercial fishing, and put small businesses at risk. Read our full editorial here.

Board of Supervisors Seeks Storm-Recovery Grants: Santa Cruz County’s Board of Supervisors has authorized applications for nearly $13.7 million in federal disaster-recovery funding through the Community Development Block Grant-Disaster Recovery program to repair and strengthen infrastructure damaged by the severe 2023 winter storms. The proposed projects include reconstructing flood-prone roadways, upgrading culverts and flood walls, improving water mains, and enhancing community resilience centers, with the intent to boost long-term storm resilience and public safety if the grants are awarded. Learn more here.

Policy Pulse

Ryan Coonerty Announces Mayoral Campaign: Ryan Coonerty has announced his campaign for Santa Cruz mayor in 2026, marking his return to local politics after previously serving as District 3 county supervisor. He previously served on the Santa Cruz City Council and was mayor under the city’s old rotational system. He is the first candidate to declare for the upcoming race, as current mayor Fred Keeley will not seek reelection. Coonerty brings experience from both government and academia, remaining active in community leadership and advisory roles. His campaign emphasizes applying this background to address Santa Cruz’s ongoing challenges and priorities, including local governance, development, and civic engagement. Learn more in this Lookout article.

Two Challengers Announce Campaigns for D4 Supervisor Race: Two challengers have entered the race for the Santa Cruz County Board of Supervisors 4th District seat, currently held by Felipe Hernandez. Former journalist and community leader Tony Nuñez, who grew up in Watsonville and chairs the Pajaro Valley Health Care District, is focusing his campaign on expanding access to health care, transportation, parks, and other community resources. Watsonville native and longtime community advocate Elias Gonzales is emphasizing affordability, community strength, and safety, bringing additional local experience from his work with nonprofits and youth programs to the contest. They will face-off against Hernandez in the June 2nd primary election.

The Business Beat

Downtown Association Celebrates Vibrancy: Downtown Association Executive Director Jorian Wilkins celebrates the City’s Downtown region entering a period of renewed activity and vibrancy in her recent guest commentary in the Santa Cruz Sentinel. More storefronts are filled, new businesses are on the way, and significant residential development is bringing people to live in the area, helping support commercial activity and offset past vacancies. Recent housing projects that have high occupancy are under construction, contributing to a stronger local economy and foot traffic that benefits downtown’s businesses and community. Read her full commentary here.

Santa Cruz Wharf Repairs Expected Completion This Month: Repairs to the Santa Cruz Municipal Wharf, which was damaged by powerful storm swells in late 2024, are progressing well and are expected to be finished by the end of February, restoring the damaged section and allowing full public access once work is complete. The project has rebuilt part of the storm-torn end of the wharf while longer-term plans for future improvements continue to move forward. Learn more in this Lookout article.

IN CELEBRATION

Former Supervisor John Leopold Wins a Grammy: Former Santa Cruz County Supervisor John Leopold has won a Grammy Award for his role as executive producer of A Tribute to the King of Zydeco, a compilation album honoring Louisiana musician Clifton Chenier that won Best Regional Roots Music Album at the 2026 Grammys. Leopold, who served on the county board from 2008 to 2020, helped bring together a range of prominent artists for the project, and the album’s success marks a notable achievement in his post-government work in music production. Learn more in this Santa Cruz Sentinel article.

How Defending Solar Ownership Rights Benefits Local Businesses

Wed, 11 Feb 2026 18:05:36 GMT

By Jenny Folkesson, Executive Director of SolarWAVE Action

Electricity prices are on the rise in California, especially if you—like Santa Cruz County—are in PG&E’s service territory, where rate increases have outpaced both statewide and national trends. Looking specifically at commercial electricity prices, they have risen on average 19% nationwide and an astounding 53% in California nominally in the past 5 years, adding financial burdens to local businesses.

Above: bundled system average rates for all customer sectors for PG&E, along with the average retail price for California and US in real 2024 US dollars.

California is legally mandated to achieve 100 percent clean electricity by 2045, and meeting this goal depends in part on continued growth in customer-sited solar generation. In recent years, however, California’s solar market has faced significant challenges. The law AB 2143, effective January 1, 2024, subjected local businesses and owners of multi-family properties to highly complex and costly public works registration and compliance requirements whenever they sought to install solar systems on their own properties. These requirements created substantial administrative burdens and increased project costs, particularly for small and medium-sized businesses.

Enacted in October of 2025 due to the local efforts of the Santa Cruz Chamber of Commerce, Estriatus Law and Scudder Solar working with Assemblymember Pellerin, AB 1104 removes this significant barrier to non-residential solar adoption by ensuring that local businesses—such as bakeries, animal shelters, and independent retailers—as well as owners of multi-family housing are not treated as public agencies undertaking large-scale construction projects when they invest in on-site solar energy.

How does this benefit Santa Cruz County businesses? For the past 5 years, the median size of a commercial and industrial solar installation in the County is approximately 30 kW, with an estimated generation of approximately 45 MWh per year (data sources: DGStats and PVWatts). Consolidating electricity rates along with estimated rate increases, system degradation, and installation costs, a median sized commercial solar installation is projected to save approximately $600,000 per business in avoided electrical expenses over a 25 year lifespan, with an internal rate of return (IRR) of 21%. This is a sound investment for any business who not only wants to save money but also reduce their carbon footprint and dependence on potential further utility rate hikes. Additionally, we estimate that AB 1104 eliminates approximately $13,000 in average compliance costs per solar project by relieving businesses and multi-family property owners from public works registration, reporting, and oversight requirements, making solar installations less cumbersome and more affordable for small businesses. Lastly, AB 1104 protects businesses and multi-family property owners from losing NEM or NBT solar rates because of contractor labor law violations.

Looking at Santa Cruz County as a whole, we estimate that 8–12 commercial and industrial solar projects were delayed or forgone in 2024 as a result of AB 2143, resulting in $170,000–230,000 in lost annual electricity savings for local businesses in just one year. If 8 to 12 businesses in Santa Cruz County delayed a solar installation by only one year, an estimated 2.6-4.0 metric tonnes of CO2e were emitted unnecessarily—emissions that could have been avoided through solar adoption. PG&E’s greenhouse gas emissions intensity of 16 lbs CO 2 e/MWh is significantly lower than the California utility average of 359 lbs CO 2 e /MWh, primarily because PG&E benefits from low-carbon generation sources such as nuclear power. However, the planned closure of the Diablo Canyon nuclear plant in 2030 will increase emissions unless renewable energy uptake accelerates. By enabling more businesses to go solar now, AB 1104 supports California’s legally mandated transition to 100% clean energy by 2045, reducing carbon emissions and advancing climate goals.

Overall, AB 1104 (Pellerin) is of significant economic and environmental value to local businesses investing in commercial solar. It restores a balanced regulatory framework that protects workers while enabling businesses to invest in clean energy, reduce operating costs, and contribute to California’s legally mandated clean electricity transition.

The coordinated advocacy of Scudder Solar, Estriatus Law, and the Santa Cruz Chamber of Commerce, alongside leadership from our local Assemblymember Gail Pellerin allowed for the successful adoption of AB 1104, which represents a critical policy step toward accelerating solar adoption, strengthening local businesses, and advancing Santa Cruz County’s and California’s climate goals.

For a full AB 1104 economic and environmental impact report in Santa Cruz County, please contact: jenny@solarwaveaction.org

SolarWAVE Action is a think tank advancing distributed solar ownership rights through data analysis, education and advocacy to support California’s clean energy independence.

What the Proposed State Budget Could Mean for Santa Cruz County Businesses

Thu, 05 Feb 2026 15:35:02 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

Last month, Governor Newsom released his proposed 2026–27 state budget and we’re taking a look at what it could mean locally for businesses, workers, and our broader regional economy. While the budget is still in its early stages and subject to change, a deeper dive reveals several themes that are especially relevant to Santa Cruz County, from economic development and workforce trends to housing, climate resilience, and small business support. Viewing the proposal through a local lens helps clarify where opportunities may emerge and where challenges are likely to persist as the state budget process unfolds.

While the administration points to stronger revenues driven in part by growth in artificial intelligence and innovation sectors, statewide economic indicators suggest a slowdown. Job growth is tapering off, higher-wage positions are declining, and population growth across California remains essentially flat. These trends matter locally, as Santa Cruz County continues to navigate workforce shortages, housing constraints, and rising costs that affect employers across industries.

The good news for our region is that state economic development programs remain funded at expected levels. Investments in regional economic strategies, small business technical assistance, capital access, and infrastructure financing continue. These are all resources that local businesses, entrepreneurs, and economic development partners in Santa Cruz County can tap into. The extension of the California Competes Tax Credit and continued support for film production, innovation hubs, and small business assistance programs may be especially relevant for companies looking to grow or expand locally.

Climate and infrastructure funding is another area of opportunity. The proposed allocation of climate bond funds includes investments in water infrastructure, wildfire resilience, coastal protection, extreme heat mitigation, and nature-based solutions. For Santa Cruz County, where water reliability, wildfire risk, and coastal resilience are ongoing priorities, these funds could support projects that protect our communities while also creating jobs and strengthening the local economy.

Housing remains a major challenge locally, and the proposed budget does not include new funding for affordable housing. However, there is a notable shift in tone from the state, with greater recognition that high construction and financing costs are limiting housing production. Legislative housing bond proposals are still in play for the 2026 ballot, and their outcomes could have significant implications for housing supply and workforce stability in our region.

On homelessness, the state continues previously approved funding rounds rather than introducing new dollars, while placing a stronger emphasis on accountability and outcomes. Mental health funding is expected to be more closely tied to housing and treatment efforts, changes that will directly impact counties and service providers, including here in Santa Cruz County.

Other items of note include continued funding to modernize the Employment Development Department, which could improve access to unemployment and workforce services, and sustained cannabis tax revenues that support education, environmental cleanup, and public safety efforts statewide. Review the full budget proposal here.

Overall, this budget sets the stage for a potentially volatile legislative year, with significant changes possible in the May Revise. The Santa Cruz Area Chamber will continue monitoring developments, advocating for policies that support local businesses and a resilient regional economy, and sharing updates as the budget process moves forward.

Strengthening Workplace Relationships in the New Year

Wed, 28 Jan 2026 13:37:17 GMT

By Elyse Mitchell, Chamber Operations Associate

As the new year gets underway, many businesses across Santa Cruz County are taking a moment to reset priorities and refocus on what helps teams thrive. January is an ideal time to revisit goals, strengthen workplace relationships, and reflect on one of the most impactful aspects of organizational success: how employees and managers communicate and exchange feedback.

Healthy workplaces are built on trust, clarity, and consistency. When communication is strong, teams are better equipped to adapt, solve problems, and grow together. When it falters, productivity, morale, and retention often suffer.

Workplace Dynamics

The Role of Feedback in Strong Teams

Across industries, employees are increasingly seeking transparency, clear expectations, and opportunities for professional development. Managers, meanwhile, are balancing evolving workforce expectations with legal responsibilities and organizational goals. Thoughtful, consistent feedback is essential to bridging these needs.

Effective feedback goes beyond annual reviews. Regular check ins, clear documentation, and open dialogue help prevent misunderstandings and support accountability on both sides. When feedback is handled intentionally, it strengthens relationships and contributes to a healthier workplace culture.

Communication in the Workplace

Why Difficult Conversations Matter!

Employees and managers alike are navigating evolving expectations around transparency, accountability, and communication. Without the right tools, even well-intentioned conversations can feel uncomfortable or unproductive.

Preparation, empathy, and structure are key. Creating space for honest dialogue, setting clear intentions, and listening with curiosity help transform challenging conversations into productive exchanges. Organizations that prioritize these skills tend to foster healthier cultures and more engaged teams.

Skill Building Opportunity

Mastering Difficult Conversations: A Framework for Clarity, Confidence & Connection

To support local business leaders, managers, and professionals, the Chamber is hosting Mastering Difficult Conversations: A Framework for Clarity, Confidence & Connection on Wednesday, February 11, 2026, from 9:00 AM to 11:00 AM PST.

The workshop will take place at the Community Foundation Santa Cruz County, located at 7807 Soquel Drive in Aptos.

This interactive session will provide practical tools for preparing for and engaging in challenging conversations at work. Participants will learn strategies for communicating clearly, maintaining connection during difficult discussions, and building confidence when addressing sensitive topics. The workshop is designed for business owners, managers, supervisors, and professionals looking to strengthen their communication skills.

Looking Ahead

Strong communication is foundational to healthy workplaces and thriving businesses. By investing in skills that support clarity and connection, organizations set themselves up for long-term success. The Santa Cruz Area Chamber remains committed to offering learning opportunities that strengthen both individual leadership and our broader business community.

We encourage business leaders to stay engaged and continue building the skills needed to navigate today’s workplace challenges with confidence.

Santa Cruz County Business Beat: Your monthly pulse on Santa Cruz business and community issues.

Thu, 22 Jan 2026 01:54:07 GMT

Santa Cruz County Business Beat

Your monthly pulse on Santa Cruz business and community issues.

Living Local

SC Planning Commission Votes to Streamline Affordable Housing: The Santa Cruz Planning Commission voted 4–2 in December to move forward with eliminating public hearings for 100% affordable housing projects, shifting approval to a streamlined, ministerial process that would still include early community meetings but no formal hearings before the commission or City Council. The proposal also creates a new zoning overlay allowing qualifying affordable projects to bypass discretionary review and environmental analysis if they meet objective standards, while excluding sensitive environmental areas and updating heritage tree rules. Supporters argue the change would speed up much-needed affordable housing and help the city meet state housing requirements, while opponents worry it reduces transparency and removes an important safeguard for catching errors. The proposal now heads to the Santa Cruz City Council for consideration at their January 27th meeting. Learn more in this Lookout article.

Upcoming Public Hearing on Catalyst Housing Proposal: A virtual public meeting will be held on January 29th at 6pm to discuss a proposal to replace The Catalyst nightclub in downtown Santa Cruz with a seven-story mixed-use building. The plan, submitted by a Silicon Valley developer, would combine three lots to create 64 residential units with ground-floor retail, and could potentially relocate the nightclub on-site. The proposal has sparked community opposition, including a petition with nearly 10,000 signatures seeking historical preservation for the venue, and the meeting will provide details and allow public input. Learn more here.

On The Move

Murray Street Bridge Partial Reopening This Month: The Murray Street Bridge is set to partially reopen by the end of January - ahead of schedule - restoring one shared lane for vehicles and bicycles along with full pedestrian access in both directions. This early reopening will improve connections between the Eastside, the harbor, and nearby neighborhoods, even as construction continues. The City is exploring temporary traffic and access adjustments to ease circulation during ongoing work, with options still under review based on feasibility and funding, and additional updates expected as the project progresses. Learn more on the City of Santa Cruz Website.

Capitola Avenue Bridge Reopening in Sight: Local officials are nearing completion of the long-delayed Capitola Avenue Bridge project and are targeting the end of January for reopening, nearly two years after construction began and following several schedule extensions. The bridge work is part of broader Highway 1 improvements intended to enhance safety and connectivity, and while final timelines may still be affected by weather or construction conditions, the project is now in its final stages with reopening expected soon. Learn more in this Santa Cruz Sentinel article.

Eco Update

Supervisors Approve Draft Battery Storage Regulations: Santa Cruz County’s Board of Supervisors advanced a revised set of draft regulations for siting and overseeing large battery energy storage facilities, aiming to keep local authority over how and where such systems are developed while moving the ordinance toward further review and eventual approval later this year. The updated rules, shaped in part by earlier feedback, still must undergo environmental review and be considered by both the Planning Commission and Agricultural Policy Advisory Commission before final action. The effort comes as a proposed large-scale facility near Watsonville awaits permitting under these emerging standards amid mixed public reaction. Learn more in this Santa Cruz Local article.

Climate Change Threatens Surf-Based Economy: Santa Cruz’s iconic surf breaks are increasingly threatened by climate change and coastal erosion, with rising sea levels, stronger storms, and shoreline protection efforts potentially altering the wave dynamics that make the area a world-class surf destination. A recent report from the Save the Waves Coalition indicates that damage to local surf breaks could result in the loss of millions of dollars in surfing-related economic activity for the city. As a result, surf advocates, scientists, and planners are urging coastal management approaches that protect public safety while also preserving the environmental, cultural, and economic importance of surfing in Santa Cruz. Learn more here.

County Fights Offshore Drilling: Santa Cruz County has brought back a veteran environmental organizer to help coordinate opposition to the federal administration’s renewed push to open parts of the California coast to offshore oil and gas drilling, drawing on his experience leading similar campaigns in the 1980s. The county and a coalition of coastal communities are preparing to defend longstanding local bans and sanctuary protections that prohibit onshore infrastructure tied to offshore drilling, arguing that the federal plan will test the strength of those rules and require coordinated resistance to prevent new oil development off the state’s shoreline. Learn more in this Lookout article.

Campus & Community

New Law Streamlines Housing on College Campuses: A new law born from Assembly Bill 357, the Student & Faculty Housing Success Act, took effect on January 1st and aims to streamline the development of student and faculty housing on coastal university campuses. The bill reduces redundancies in the Coastal Commission’s approval process, allows colleges to determine parking requirements, and aims to speed up project timelines and lower costs. It was created through collaboration between students from UC Santa Cruz, UC San Diego, and other student organizations, along with Assemblymember David Alvarez, to help universities build housing more efficiently and increase the number of available units. The law works in conjunction with earlier legislation, Assembly Bill 130, to further shorten permitting times and reduce obstacles, with the ultimate goal of alleviating student homelessness and improving housing security on coastal campuses. Learn more in this Santa Cruz Sentinel article.

Policy Pulse

Monica Martinez Named 2026 Board of Supervisors Chair: Santa Cruz County’s Board of Supervisors has selected Monica Martinez to serve as the chair for 2026, making her the first openly LGBTQ+ and Latina leader of the board, with fellow supervisor Manu Koenig named vice chair. Martinez, who was elected in 2024, has focused her first year on protecting essential services, supporting vulnerable residents, enhancing wildfire preparedness, and increasing community engagement, and as chair she will guide board meetings, help set priorities, and represent the county in regional and state matters. Learn more in this SF Gate article.

Donna Lind Appointed Scotts Valley Mayor: Donna Lind has been appointed mayor of Scotts Valley by the City Council, succeeding Derek Timm. This marks her fourth time serving as the city’s mayor, reflecting her extensive experience and long-standing involvement in local government. Lind has been a fixture in the community for decades and brings institutional knowledge as the city navigates upcoming challenges, including state-mandated growth and infrastructure planning. Alongside Lind, Steve Clark was named vice mayor, and the council emphasized collaboration as they entered the new year, focusing on continuity and preparing for the city’s future priorities. Learn more in this Santa Cruz Sentinel article.

Federal Cuts Impact County: Santa Cruz County officials warn that recent federal policy changes could leave a large budget gap of roughly $15?million to $54?million in the fiscal year 2026–27, forcing tough choices for local services. They are particularly concerned about cuts to health care and food assistance programs like Medi-Cal and CalFresh, potential loss of housing support, and new administrative penalties that could strain the county’s general fund. Predicting the exact impact remains difficult, but thousands of residents may lose benefits, and the county is planning increased coordination with community partners to mitigate financial and social challenges ahead. Learn more in this Santa Cruz Sentinel article.

The Business Beat

Joby Leads Urban Air Mobility Expansion: Santa Cruz Area Chamber Member Joby Aviation is partnering with Metropolis Technologies to build a network of 25 vertiports across the United States to support its upcoming electric air taxi service. The plan involves converting existing parking infrastructure into landing and takeoff hubs, making urban air mobility more accessible and integrated with ground transportation. This expansion is aimed at accelerating early air taxi operations in major cities, providing a faster and more sustainable transportation alternative. Learn more in this LA Times article.

Anthropologie Opens Downtown: Anthropologie has opened a new store on Pacific Avenue in downtown Santa Cruz, taking over the former Bank of Italy building previously occupied by New Leaf Community Markets. This marks the first major retail addition to the area following several recent closures and is the third downtown location for the company’s parent, URBN, which also owns Urban Outfitters and Free People nearby. The opening fills the vacancy left by New Leaf’s move to a larger location on River Street.

Registration Is Open: Spring Community Leadership Visit to Napa & Sonoma Counties

Wed, 14 Jan 2026 23:56:00 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The Santa Cruz Area Chamber of Commerce is excited to announce that registration is now open for our Spring Community Leadership Visit (CLV) to Napa and Sonoma Counties. This two-day, immersive experience brings together regional business and community leaders for meaningful learning, connection, and inspiration focused on economic development, housing, entrepreneurship, and downtown revitalization.

Designed as a curated leadership experience, this visit offers behind-the-scenes access, peer networking, and practical insights that participants can bring back to strengthen their business and community.

What to Expect

Participants can look forward to a thoughtfully designed agenda that includes:

> Engaging discussions on Napa’s tourism and economic ecosystem, including how the region positions itself for long-term vitality

> Hosted group meals in downtown Napa, creating space to connect with fellow leaders and continue conversations outside the meeting room

> Conversations with local economic development leaders focused on growth strategies, shared challenges, and cross-sector collaboration

> A guided exploration of downtown Napa, highlighting placemaking, development, and the local business environment

> Evening networking and dining experiences with peers from across the region

> A regional dialogue on housing and workforce impacts, featuring insights from Sonoma County business and chamber leaders

> Exposure to university-based entrepreneurship and innovation programs, including how higher education supports startups and workforce development

Why Napa & Sonoma?

Santa Cruz County shares many similarities with Napa and Sonoma, including vibrant downtowns, strong tourism economies, housing pressures, environmental stewardship, and a commitment to small businesses and quality of life. Learning how these regions navigate growth, collaboration, and long-term planning provides valuable perspective and ideas that can be adapted locally.

Why These Visits Matter

Community Leadership Visits are a powerful investment in professional growth and regional impact. Participants gain:

> Fresh ideas and best practices to bring back to their organizations and our community

> A broader regional perspective on shared economic and workforce challenges

> Stronger relationships with fellow business and community leaders

> Inspiration and practical tools to help shape Santa Cruz County’s future

What’s Included

Registration includes all travel, hosted meals, and an overnight stay at the beautiful River Terrace Inn, located along the Napa River in the heart of downtown Napa.

Space is limited to 35 participants and this event is expected to sell out. Click here to secure your spot today!

Sponsorship Opportunities

Support the Community Leadership Visit to Napa and Sonoma Counties and position your organization as a champion of regional collaboration, economic development, and civic engagement. CLV sponsors receive valuable visibility with business and community leaders while helping make this high-impact experience accessible and impactful.

For sponsorship details or questions about the visit, contact Executive Director Kristen Brown at kbrown@santacruzchamber.org. We hope you’ll join us for this inspiring and informative leadership journey.

What Business and Community Leaders Should Know About California’s 2026 Legislative Calendar and New Laws

Tue, 06 Jan 2026 23:19:23 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

As 2026 begins, California’s legislative calendar is already in motion, and a number of new laws took effect on January 1st that may impact local businesses, employers, property owners, and community organizations. Understanding both the timing of legislative activity and the substance of new laws can help business leaders plan ahead and remain compliant.

Key Dates in the 2026 State Legislative Calendar

The early weeks of the year are particularly active in Sacramento:

> January 1st – New statutes adopted during the prior legislative session take effect.

> January 5th – The Legislature reconvenes.

> January 10th – The Governor submits the proposed state budget, outlining fiscal priorities.

> January 16th – Deadline for policy committees to hear and report fiscal bills introduced in their house.

> January 23rd – Last day for committees to hear and report bills to the floor in their house of origin.

> January 31st – Final day for each house to pass bills introduced in that house.

Because many deadlines fall in January, this is a critical time for businesses and community leaders to monitor legislation and engage in advocacy.

New California Laws Effective January 1, 2026

Several laws that took effect at the start of the year are especially relevant to employers, housing providers, restaurateurs, technology users, and consumer-facing businesses

Streamlining College Admissions and Transfers (SB 640 – Cabaldon)
This law establishes a direct admissions process within the California State University system, notifying eligible high school students of automatic admission to participating CSU campuses. It also requires California Community Colleges to develop stronger transfer-support programs, helping create smoother pathways from education to the workforce.

Transit-Oriented Housing and Long-Term Planning (SB 79 – Wiener)
Cities and counties must adopt comprehensive, long-term general plans that include a housing element covering their jurisdictions and certain surrounding areas. The goal is to better align housing development with transportation, infrastructure, and long-term growth planning.

Expedited Permitting for Restaurant Improvements (AB 671 – Wicks)
This new law streamlines the permitting process for certain restaurant tenant improvements. Licensed architects or engineers may certify code compliance, triggering faster local review timelines. This can reduce delays for entrepreneurs opening new restaurants or operators renovating existing spaces.

Expanded Equal Pay Rules (SB 642 – Limón)
California has significantly enhanced its equal pay framework. Employers must now clearly disclose pay and benefits to new hires at the time of hiring. The law broadens the definition of “sex” to include gender identity, extends the statute of limitations, and allows recovery of lost wages for a longer period. Employers may want to review compensation, hiring practices, and recordkeeping to ensure compliance.

Extension of Right-to-Rehire Requirements (AB 858)
Originally enacted under SB 93, right-to-rehire requirements for certain hospitality employers laid off during the COVID-19 pandemic have been extended. The new sunset date is January 1, 2027, meaning covered employers must continue prioritizing eligible former employees when filling open positions.

Limits on AI Misrepresentation (AB 489 – Bonta)
Artificial intelligence chatbots are now prohibited from presenting themselves as licensed professionals such as doctors, nurses, or other credentialed roles. The law is intended to increase transparency and prevent consumer confusion as AI tools become more widely used.

Food Delivery Platform Consumer and Worker Protections (AB 578 – Bauer-Kahan)
Food delivery platforms must provide itemized pay information to delivery workers, ensure tips are not used to offset base pay, offer access to a real customer-service representative when automated systems cannot resolve an issue, and guarantee refunds for undelivered or incorrect orders. These changes may affect restaurants that rely on third-party delivery services.

Updated Plastic Bag Regulations (SB 1053 – Blakespear)
This law strengthens California’s plastic bag ban by eliminating plastic film checkout bags previously labeled as “reusable.” Retailers must now provide higher-durability reusable bags or paper bags that meet recycled-content requirements, further reducing plastic waste and improving recycling outcomes.

For a full overview of California laws taking effect in 2026, click here.

The Chamber will continue to share legislative updates and resources to support our local business community throughout the year.

Santa Cruz County Business Beat: Your Monthly Pulse on Santa Cruz Business and Community Issues.

Tue, 16 Dec 2025 23:49:42 GMT

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.

Gala Award Winners

Wed, 10 Dec 2025 20:03:00 GMT

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.

Support Local Businesses This Holiday Season

Tue, 02 Dec 2025 21:53:54 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The holiday season is a meaningful time to support the small businesses that keep Santa Cruz vibrant. Every neighborhood in our county benefits when we choose to shop, dine, and spend locally, but this year that support is especially important for a few key areas.

Downtown and Seabright Businesses Need You

Our Downtown businesses continue to face significant economic pressures, and your patronage directly helps sustain their storefronts, their staff, and the energy that brings so many residents and visitors into the heart of the city each month. Discovering a new shop, grabbing gifts, or enjoying a meal before or after a local event strengthens our downtown core.

In Seabright, the temporary Murray Street closure has created real challenges for businesses on both sides of the harbor. Despite the detour, these businesses remain open, offering everything from dining and coffee to retail and services. Making the extra effort to visit Seabright right now makes a noticeable impact.

Celebrate the Season at the Downtown Holiday Parade

One of Santa Cruz’s most cherished traditions returns this month: the Downtown Holiday Parade, organized annually by the Downtown Association. This festive event serves as the official kickoff to winter celebrations and highlights Santa Cruz County’s schools, youth organizations, and nonprofits. The parade draws roughly 1,200 participants and more than 3,000 spectators, rain or shine.

The parade begins at Laurel Street and Pacific Avenue, traveling up Pacific Avenue and concluding at Water Street. It is a joyful, community-centered celebration and a great opportunity to continue the holiday spirit by supporting Downtown restaurants and shops before or after the parade. A cup of coffee, a brunch stop, or a holiday shopping trip goes a long way in sustaining the downtown business community.

Harboropoly: Shop, Dine, Explore and Win

To help lift up harbor-area businesses this season, the Santa Cruz Port District has launched Harboropoly, a community game encouraging people to visit harbor, lower Seabright, and lower 7th Avenue businesses throughout the fall and winter.

Participants can pick up a gameboard at the harbor office, at participating businesses, or download it online. Each visit earns a stamp, and receipts can be used if a business does not have a stamp on hand. Any harbor-area business counts, including dining, retail, services, and charters. Completed gameboards submitted by December 3st will be entered into a January 7th prize drawing with opportunities to win harbor merchandise, gift cards, exclusive experiences, and more.

Harboropoly is a fun and engaging way to explore the waterfront while supporting businesses that have stayed resilient through construction impacts.

Support Artists, Creatives, and Sole Proprietors

Beyond our local business districts, countless small businesses in our community are powered by sole proprietors: artists, photographers, writers, makers, and professional service providers who enrich our local economy. These entrepreneurs bring creativity, character, and craftsmanship to Santa Cruz. Consider purchasing their goods or services as gifts for loved ones this season. A portrait session, a handmade item, a custom design, or a local creative service can make a meaningful and memorable holiday gift.

Let’s Lift Up Local Together

From Downtown to Seabright to the Harbor and across every corner of Santa Cruz County, your support for local businesses matters. This season, choose local when you shop, dine, gather, and celebrate. Your choices strengthen our economy, sustain jobs, and help ensure our business community enters the new year strong. You can explore local Chamber member businesses anytime by visiting our online directory.

There’s Never Been a Better Time to Join the Chamber

If you have been considering Chamber membership, December offers an added benefit. Join now and your membership begins immediately, giving you the month of December for free! It is a great way to step into 2026 with new business connections, increased marketing and visibility, access to advocacy at all levels of government, educational and professional development opportunities, and a supportive network of local business and civic leaders. Learn more in our 2026 Member Guide and sign up for membership, here.

Get Ready, Santa Cruz County: 2026 Brings the World’s Biggest Games and Big Opportunities for Local Businesses!

Wed, 19 Nov 2025 21:35:19 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The countdown to two of the biggest sporting events in the world is on, and Santa Cruz County is gearing up to welcome an influx of excitement, visitors, and economic opportunity. In 2026, both the FIFA World Cup and the Super Bowl will draw fans from across the globe, and our local businesses have a chance to be part of the action.

The Santa Cruz Area Chamber is working closely with fellow chambers, elected officials, local organizations, and Visit Santa Cruz County to create a framework that allows businesses of all sizes to showcase their offerings, connect with new customers, and participate in the celebrations. To make this happen, we need your perspective.

A brief Business Engagement Survey is now open to all Santa Cruz County businesses. This is your opportunity to share how you might participate in themed events, special promotions, fan experiences, or other initiatives. Whether you own a café thinking about game-day menus, a retail shop considering extended hours for visiting fans, or simply want to explore creative ways to engage during these high-profile events, your feedback is invaluable.

By participating in the survey, you’ll help local planners understand what resources businesses need, identify opportunities for collaboration, and highlight the many ways Santa Cruz County can offer unique experiences to residents and visitors alike. This is a chance to shape marketing campaigns, special programming, and partnerships that could bring more attention and foot traffic to your business when the world is watching.

Getting involved is easy, and the potential benefits are significant. The survey will not only give you a voice in how the County plans for these major events but also help ensure your business is visible during a period of heightened tourism and community excitement.

Your input matters! Take a few minutes to complete the survey and encourage your colleagues and fellow business owners to do the same. Together, we can make 2026 an unforgettable year for Santa Cruz County businesses and ensure that our community shines on the national and international stage.

Investing in Our Future Workforce: The Costanoa Career Prep Story

Wed, 12 Nov 2025 00:31:07 GMT

By Mary Gaukel Forster

Costanoa High School has always been a warm, friendly landing place for students that did not find a match, were not successful, in their prior school. Two years ago, after teaching an entrepreneurship class at Costanoa, Mary Gaukel Forster proposed that Costanoa transform to Costanoa Career Prep High School providing opportunities and identity for students. With the complete support from Santa Cruz City Schools, Costanoa began the transformation to a Career Prep High School during the 24-25 school year.

Students are now provided with Career Awareness, Career Exploration, Career Preparation, and Career Training. Advisors are career coaches and talent scouts for their students. Learning is structured to student interests, students leave to learn, and are supported by “real world” mentors.

Career Awareness includes identifying possible careers through surveys of interests, skills, and values. Students then engage with on-line career investigation, career speakers, and job site visits. As students identify possible careers, they then explore those careers through research projects, informational interviews, mentorships, and job shadows. The next step is Career preparation which includes experiences with careers out in the community. The final opportunities for Career Preparation include internships and jobs in their chosen career paths.

Costanoa Career Prep High School principal, Cindy Parris, would like to invite you to partner with our school to inspire and prepare students to join the workforce of Santa Cruz County. You can be part of our team by being a career speaker, hosting a job shadow, being a mentor, and providing on-site career experiences. You will find this a rewarding opportunity as you ensure an engaged and capable future workforce.

We also encourage you to hire students holding the Costanoa Job Ready Certificate. Students holding this certificate have demonstrated that they show up, show up on time, ready to work, and are productive.

For more information and to volunteer:
Cindy Parris, Principal, cynthiaparris@sccs.net
Sheri Williams, Career Preparation Counselor, sherylwilliams@sccs.net

Why Every Santa Cruz Business Should Want their Name in the New Downtown Library

Wed, 05 Nov 2025 15:05:16 GMT

By Sarah Beck, Executive Director of Friends of the Santa Cruz Public Libraries

I've always found nautical terminology appealing. I was delighted to learn that the phrase “A rising tide lifts all the boats” was popularized when John F Kennedy’s speechwriter got it from a New England chamber of commerce publication. I wondered, how does this idea hold up in our coastal city six decades later?

New research describes downtown public libraries as entrepreneurial hubs that promote economic vitality. This is directly good for the businesses that already exist. When people spend time at the library, they spend money at nearby businesses. The “halo” effect brings 23% more spending to restaurants, retail, and services that are near the library branches. A recent study showed that younger adults are even basing book purchases on their library reading, with 60% buying books they had borrowed.

Claiming a spot on the donor wall in the lobby of our new library is an opportunity for the public to see and associate your business name with a beloved civic space for decades to come. This could tip certain customers to favor you over the competition. But there are even more business cases for supporting this library and its role as a downtown destination beyond the proven increase in foot traffic.

Here is the part with all the rising boats. Our Downtown Library will contribute to an inclusive and sustainable entrepreneurial ecosystem as a key player in developing small business capacity and individuals in our community.

As a Santa Cruz Area Chamber of Commerce member, you instinctively know that support for entrepreneurs helps to start and sustain new businesses. Access to reference librarians and databases on business, market research, and demographics are a huge help for anyone researching a business idea. With a Santa Cruz Public Library card, you can access thousands of LinkedIn Learning business and tech courses for free. The Downtown Library already provides digital skills workshops, AI meetups, and tech help sessions.

The economic vitality of our city also increases when the library supports jobseekers, or individuals wanting to grow their skills for a better job. Our libraries provide access to resume help and job finding assistance.

All of these resources increase in value when we place them in an architectural showpiece. The new downtown branch will be a place the business community can meet and thrive and rising job seekers and entrepreneurs can appear professional and polished. The library study rooms will be beautiful, quiet spaces for interviews and meet ups, and they can be reserved completely for free.

One library patron, Monica Parikh, PhD, described library support this way when she was seeking a new job. “I feel strongly that this provides me a level playing field. This works towards equity. And isn't that a core principle of democracy?”

When businesses and individuals are succeeding in our city, their success improves the economic health of all and that’s not an abstract political or macro-economic theory. There is one more key ingredient here, because money isn’t everything.

The new role of downtown libraries as cultural centers and social hubs allows all of us to participate in a rich city life. Whether you are a business leader, a student, a retired community member, you’ll be welcome at the new Downtown Library for a quiet moment at the roofdeck garden, at talks and presentations, live music performances, at workshops and networking events. I hope you’ll enjoy the benefits of this gorgeous civic space in just a couple of years, maybe at a Chamber mixer!

The Downtown Library is designed to grow with the needs of our community, whatever the future brings. Together, we will support and share this equitable, vibrant, civic achievement. Construction of the new Downtown Library is a once in a generation investment and the hub of the entire Library system

The Friends’ Downtown Library Capital Campaign has raised more than $2.2 million towards our $3 million goal!

With the help of a $400,000 matching grant from the Monterey Peninsula Foundation, every gift to the campaign right now is doubled. You can highlight your business on the Donor Wall with a gift of $1,000 or more.

Everyone can be a Friend to the new Downtown Library. Learn More

Resources

Santa Cruz Public Libraries:

Languages, Test Preparation, and Skill Building
Business & Market Research, Demographics
Digital Learning Lab

References

How Library Visits Create Daytime Foot Traffic and Promote Economic Vitality in Downtowns, 2024 Case Study, Urban Libraries Council

Our Value of Libraries, Economic Engines, 2023, The California State Library

Strengthening Libraries as Entrepreneurial Hubs: The important role libraries play in creating and sustaining new businesses, 2022, by Rebecca Joy NorlanderJoanna Laursen BruckerShaun Field

Supporting Financial Wellbeing: How Libraries Can Increase Community Economic Vitality, 2023, Knology

With Roles as Civic Hubs, Libraries Turn Over a New Page, October 14, 2025, By Arvelisse Bonilla Ramos, Bloomberg

Chamber Announces Exciting Lineup of Events for 2026

Wed, 29 Oct 2025 01:14:45 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The Santa Cruz Area Chamber of Commerce is thrilled to share that we have a full calendar of events planned for 2026, offering opportunities to connect, learn, and celebrate the businesses and people that make our community thrive. This is just a sneak peek of all that the Chamber has to offer in the year ahead, and all of the events mentioned below are now open for registration on our website.

We will also be releasing a multi-event sponsorship package soon, offering the chance to save up to 30% when sponsoring multiple events in 2026. If you are interested in sponsoring any of these events, please reach out to administration@santacruzchamber.org.

In 2026, our popular Business After Hours mixers will continue to bring together professionals, elected officials, and community leaders to strengthen relationships and spark new collaborations. For the first quarter of 2026, we are excited to announce Abbott SPI (January), United Way (February), and Dominican Hospital (March) as our hosts. Registration for each of these events is now open.

Our Educational Programs provide members with valuable tools, resources, and insights to support business growth and leadership development. We are finalizing the lineup of workshops and are pleased to share that our Employment Law Workshop will return in January, hosted by the Museum of Art and History. In February, we will offer a new workshop on providing feedback and navigating difficult conversations, led by Candice Elliot of Fortress and Flourish and hosted by the Community Foundation of Santa Cruz County.

We have also confirmed the date for our Annual Members Breakfast, which will take place on February 19th at the Dream Inn. This event will include a State of the Chamber, sharing what has been accomplished in the past year and what the goals for the coming year include. Stay tuned for an exciting announcement about our keynote speaker!

Our Community Leadership Visits (CLV) will return in 2026, with the first scheduled for March 26th and 27th in Sonoma and Napa counties. Participants will explore local riverfront development, town-college partnerships, tourism as a community benefit, and innovative housing solutions with employer alignment. Dates for the fall CLV are still being finalized, but we look forward to announcing the anticipated out-of-state educational travel opportunity later in the year.

Finally, our Annual Awards Gala is set for April 16th at the Grove event center at the Santa Cruz Beach Boardwalk. Nominations for this year’s awardees recently closed, and winners will be announced soon. This event is a highlight of the year and a wonderful celebration of excellence across Santa Cruz County’s business community.

This is just a preview of what’s ahead. In addition to these cornerstone events, 2026 will also see the return of our Annual Golf Tournament at DeLaveaga, our Women in Business Luncheon, and the Women’s Leadership Summit, along with many exciting ribbon cuttings and celebrations of our local businesses. To learn more about our 2026 event series, sponsorship opportunities, and membership benefits, visit our website or check out our 2026 Membership Guide.

Holding Steady: How Our Community Is Navigating the Shutdown

Wed, 22 Oct 2025 23:28:44 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

With the federal government shutdown continuing into its third week, many of our businesses, non-profits, and community organizations are starting to feel the strain. For some, ongoing federal budget cuts have already been affecting operations throughout the year, even before the October 1st shutdown. While national headlines focus on Washington, the real impacts are happening in communities like ours, where small businesses, local government agencies, and non-profit organizations drive local jobs, innovation, and neighborhood vitality.

One of the noticeable challenges has been the freeze on new small business loans. The Small Business Administration is unable to process most new loans, leaving some businesses that planned expansions or hiring in a holding pattern. Our local financial institutions, however, stand ready to assist.

“West Coast Community Bank (WCCB) remains committed to supporting our business community amid the challenges of a federal government shutdown,” said Chief Lending Officer Angelo De Bernardo. “We encourage business owners to meet with their local bankers to discuss current needs and explore financing solutions during this uncertain time.” SBA loan processing is delayed, yet WCCB continues to accept applications and will be ready to move forward once federal operations resume. Alternative financing options also are available in the meantime, including the California Coastal Loan Guarantee Program that offers state-backed support for access to operating funds.

In addition, Bay Federal Credit Union stands ready to support both members and local businesses affected by the government shutdown. The Credit Union encourages anyone experiencing financial hardship to reach out to discuss personalized solutions, including short-term assistance options and financial counseling. A dedicated resource page has been created on the Bay Federal website to help members understand available relief programs, explore financing alternatives, and connect directly with a representative for guidance during this challenging time.

For those who rely on grant funding, research partnerships, or related contracts, the shutdown may feel like just the next blow in a series of hits since the beginning of the year. Since January, UC Santa Cruz has seen the termination of about 40 federal research grants, totaling roughly $30 million. Most of this funding has been restored through lawsuits and legal challenges, but the university still faces around $5 million in losses, along with significant uncertainty and disruption to its labs, employees, and research operations. Some programs were forced to lay off staff before funding was reinstated, causing lasting damage to teams and projects. These interruptions threaten critical research in areas ranging from disease treatment to wildfire detection and have made it increasingly difficult to plan for the future. While UCSC has been successful in court challenges, the ongoing federal government shutdown and uncertainty about future congressional funding keep the university on high alert. Leaders worry that continued instability could cost the nation a generation of scientists, researchers, and innovators, and could also impact the local economy, which benefits greatly from UCSC’s research enterprise.

On the local government front, County operations have not yet experienced many impacts due to there being 30 days of funding for essential safety net services. However, County officials have noted that local CalFresh recipients may find that their benefits are not available for the month of November, if the government shutdown continues. Additionally, Encompass Community Services, the largest nonprofit provider of health and human services in Santa Cruz County, has already faced a loss of millions of dollars in federal funding and is now facing even more uncertainty. In a release issued by the organization on October 1st, they noted its Head Start and Early Head Start programs are facing an immediate funding crisis due to the shutdown. Without funding being restored, the agency faces the reality of closing 15 classrooms, laying off 95 staff, and leaving hundreds of local families without childcare services.

Santa Cruz has a long history of resilience and creativity by staying adaptable, using available local resources, and leaning on one another. Now is the time to tap into the strength of our local community.

For financial resources, consider our local lenders like those at West Coast Community Bank and Bay Federal Credit Union. For needs related to healthcare, housing, and essential services, call United Way’s 211 helpline. For nutrition resources, reach out to Second Harvest Food Bank. The Chamber’s Business Directory can also help you find any resources or connections you may need.

Above all, the Chamber is here to support you, whether you need a referral or access to additional resources. You can also request the Chamber’s advocacy on your behalf through our website.

As always, please don’t hesitate to contact us directly if there is anything the Chamber can do to support you as we work to navigate these challenges together.

Join us Thursday, October 30, for the Women’s Leadership Summit: Rooted & Rising

Thu, 16 Oct 2025 14:54:55 GMT

By Elyse Mitchell, Operations Associate, Santa Cruz Area Chamber of Commerce

Our annual Women’s Leadership Summit returns on Thursday, October 30, from 9:00 am to 3:00 pm at Mission Springs Conference Center in Scotts Valley. This empowering day will bring together more than 150 local professionals to celebrate and elevate women in leadership across Santa Cruz County. This year’s theme, “Rooted & Rising: Women Growing Through Every Season,” invites participants to recharge under the redwoods, connect over coffee, and dive into a day designed for renewal, growth, and practical leadership tools.

The program features a keynote from Assembly member Gail Pellerin, followed by a power panel with Sarah Christensen, Executive Director of the Santa Cruz County Regional Transportation Commission, Sarah Ryan, Chief of Police for the City of Capitola, and Judi Oyama, Hall of Fame skateboarder. Lauren Seaver of KSBW will emcee the conversation and guide an engaging discussion across government, public safety, mobility, and sport.

Attendees can choose from focused breakout sessions, including The Power of Human Magic in the Age of AI, Perimenopause and Menopause, and Salary Negotiations. Sessions are designed to meet women where they are in life and career, offering takeaways they can put to work right away. Comfortable attire is encouraged so you can move through the day with ease and enjoy time outdoors between sessions.

The Summit is part of the Chamber’s year-round Women in Business program, which connects and amplifies women leaders across Santa Cruz County through mixers, luncheons, and this capstone Fall gathering at Mission Springs. Title support this year comes from Dignity Health Management Services, whose partnership helps us create an inclusive, energizing space to build relationships and share stories across sectors.

Whether you manage a team, run a business, or are exploring your next chapter, you will leave with new connections, a fresh perspective, and practical strategies to lead with authenticity and purpose. Visit the Chamber’s events calendar to view details and register. We look forward to welcoming you!

Join us on Sunday, October 12th for Boots ‘N Brews: Bringing Community Together in Support of Seabright Businesses

Tue, 07 Oct 2025 14:15:54 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The Chamber is proud to partner with Think Local First and the City of Santa Cruz to present Boots ‘N Brews: A Free Community Celebration in Lower Seabright. This event is designed to bring together friends, families, and neighbors while supporting Seabright and Harbor businesses affected by the Murray Street Bridge closure.

On Sunday, October 12th from 3pm to 6pm, a section of Murray Street at Seabright Avenue will be transformed into a lively pop-up dance floor featuring line dancing led by Surf City Line Dance. Guests can enjoy beer, wine, and soft drinks for sale, while nearby restaurants and bars will be offering both dine-in and takeout options. A dozen other Lower Seabright and Harbor businesses will also be on hand to showcase their services and connect with the community, including Betty Burgers, Brady’s Yacht Club, Engfer Pizza, Hold Fast Lounge, Java Junction, La Posta, Linda’s Seabreeze Cafe, Seabright Deli, and Tramonti.

The Murray Street Bridge is currently undergoing a major seismic retrofit and barrier replacement project, the last of its kind in the City of Santa Cruz. The project, which began in January 2025, will enhance earthquake resilience, improve bike and pedestrian access, and create better harbor and ocean views once complete. During construction, the bridge remains closed to all vehicles, bicycles, and pedestrians, with limited reopening beginning in February 2026. While these improvements are essential for long-term safety and infrastructure, the closure has created significant challenges for businesses and residents in the Lower Seabright and Harbor area, making community events like Boots ‘N Brews especially meaningful.

This event is part of a larger effort to support businesses impacted by the Murray Street Bridge closure. By drawing residents and visitors into the neighborhood, Boots ‘N Brews helps boost visibility for local shops and restaurants while creating a sense of connection during a challenging time. This collaborative event underscores our commitment to practical solutions that make a difference and will hopefully serve as an example of how partnerships between cities, community organizations, and businesses can create opportunities for resilience and growth.

For those who may not often make their way into Lower Seabright, this celebration offers the perfect opportunity to rediscover the neighborhood. Whether you come for the dancing, the food, or simply to enjoy the company of neighbors, the festival is a reminder of why Seabright and the Harbor remain such treasured parts of Santa Cruz.

We invite you to lace up your boots, bring your friends and family, and join us for an afternoon of fun, food, and connection.

Looking Ahead: 2026 Membership Renewal and New Opportunities

Thu, 02 Oct 2025 14:24:50 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

As we head into the Fall season, the Chamber is beginning to process membership renewals for 2026. Renewal notices for existing members will begin to go out this week and into next week. For organizations who aren’t yet members of the Chamber, it’s the perfect time to consider joining. Whether you are renewing your commitment or joining us for the first time, the Santa Cruz Area Chamber of Commerce is here to support your success in 2026 and beyond. Get all the information you need about membership, events, and beyond, in our new 2026 Membership Guide.

Here’s a look at what we’ve accomplished so far in 2025, along with updates about our 2026 membership tiers, and a sneak peek at the exciting slate of programs and events we have lined up for next year.

2025 at a Glance

This past year, the Chamber continued to grow as the leading advocate and connector for local businesses. Together, we:

> Represented more than 320 members across 20+ industries

> Delivered 37 events designed for relationship building

> Engaged over 15,000 connections across social media, newsletters, and our website

> Generated more than $25,000 in partnership value for our members

> Advocated for more than $2.5 million in tax savings and $106 million in public funding

2026 Membership Tiers

We are excited to share that we have simplified our membership structure, going from six tiers to four streamlined levels: Bronze, Silver, Gold, and Platinum.

Every membership continues to include core benefits such as online directory listings, promotion of your events in our Community Calendar and weekly E-News, exposure across digital platforms, access to committees and the Ambassador Program, and discounted rates for Chamber events.

At higher levels, members gain additional opportunities including social media spotlights, complimentary event tickets, enhanced advocacy support, and sponsorship packages that maximize visibility.
If you have questions about these tiers, please feel free to reach out to me directly at kbrown@santacruzchamber.org. You can also explore full details on our website and in our 2026 Membership Guide.

Sneak Peek at 2026 Event Line-Up

Looking into the New Year, we’re planning a full calendar of opportunities for connection, learning, and celebration. Here’s a peek at what we’ve already got planned for the coming year.

> Community Leadership Visits: We will be visiting the Napa/Sonoma area in spring, and are considering an out-of-state destination in the fall. Participants in this years visit to San Jose and Santa Clara gave the experience an average rating of 4.8 out of 5.

> Annual Awards Gala: Confirmed for April 16, 2026 at The Grove. This year we will feature the new Cultural Impact Award. This award recognizes outstanding contributions that enrich the cultural life of Santa Cruz County. The honoree fosters creativity, inclusivity, and community connection through arts, heritage, or cultural initiatives. Nominations for all categories are open now through October 8, 2025. Submit your nomination here.

> Educational Programs & Workshops: We have already lined up an Employment Law Workshop in January and an HR Workshop in February, focused on difficult conversations and providing feedback. We welcome feedback on the topics that would provide the most value to you and your employees.

We look forward to continuing our partnership with all of our member companies here at the Santa Cruz Area Chamber of Commerce. Together, we are building a stronger, more connected, and more vibrant Santa Cruz. We look forward to another year of growth, collaboration, and community with you.

Nominations Now Open for the 2026 Annual Awards Gala

Tue, 23 Sep 2025 21:36:28 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The Santa Cruz Area Chamber of Commerce is thrilled to announce that nominations are now open for the 2026 Annual Awards Gala, taking place Thursday, April 16, 2026, at The Grove.

Each year, the Gala is our signature celebration of the people, businesses, and organizations that make Santa Cruz County a thriving, connected, and innovative community. It is an evening that brings together leaders from across sectors to recognize excellence, honor achievements, and highlight the inspiring stories of those who have gone above and beyond in service, leadership, and impact.

Whether it is a business creating jobs and investing locally, an organization delivering critical services, or an individual whose leadership has made a visible difference, this is the opportunity to shine a spotlight on those who help shape the future of Santa Cruz County. We invite you to submit nominations for this year’s honorees and join us in celebrating the spirit of community that makes Santa Cruz unique.

Submit Your Nominations

Nominations are open now, and we encourage community members, businesses, and organizations to share who inspires them. Submit nominations here: Nomination Form

Honoring Excellence: Award Categories and Criteria

Introducing the new Cultural Impact Award

We are excited to introduce the Cultural Impact Award, a new recognition beginning this year. This award recognizes outstanding contributions that enrich the cultural life of Santa Cruz County. The honoree fosters creativity, inclusivity, and community connection through arts, heritage, or cultural initiatives. Eligible nominees include individuals, businesses, nonprofits, or organizations that promote, support, or produce cultural or artistic expression, strengthening Santa Cruz’s identity as a vibrant community.

Person of the Year

The Person of the Year award honors an individual who has made an outstanding personal impact in Santa Cruz County over the past year through leadership, service, and commitment that uplifts the community. Eligible nominees include individuals from any sector (public service, business, non-profit, or volunteer) whose contributions have been significant and visible.

Past honorees include Congressman Jimmy Panetta, Cabrillo College President Matt Wetstein, Santa Cruz Warriors President Chris Murphy, and Santa Cruz Deputy City Manager Bonnie Lipscomb, all of whom have demonstrated exceptional leadership and made meaningful contributions to our community.

Business of the Year

This award recognizes a business of any size that demonstrates excellence in operations and strong community involvement, including contributions through employment, sustainability, civic engagement, or partnerships. Eligible nominees include any for-profit business in or with strong ties to Santa Cruz County.

Past honorees include Santa Cruz County Bank, David Lyng Real Estate, Joby Aviation, and 1st Capital Bank, each of which has shown outstanding commitment to both business excellence and community engagement.

Organization of the Year

Celebrates a nonprofit, public agency, or collaborative entity that has made a significant difference for the community by delivering services, solving problems, or driving social innovation. Eligible nominees include nonprofits, government agencies, service districts, or community coalitions.

Past honorees include Soquel Creek Water District, United Way of Santa Cruz County, Pajaro Valley Healthcare District, and Dientes Community Dental Care, recognized for their innovation and impact in serving the community.

Small Business of the Year

This award recognizes a small local business that stands out for its quality, innovation, customer service, and community engagement. Eligible nominees include small businesses that are creative, well-run, and play a vital role in the local economy and community.
Past honorees include Sante Adairius Rustic Ale, Allterra Solar, Lookout Santa Cruz, and other small businesses that have brought creativity and excellence to Santa Cruz’s local economy.

Lifetime (Legacy) Achievement Award

This award honors an individual whose sustained contributions have shaped Santa Cruz County over time, leaving a lasting legacy of service and leadership. Eligible nominees include individuals with a long-standing record of community impact through public service, nonprofit leadership, or visionary contributions.

Past honorees include Former 2nd District Supervisor Zach Friend, Former 5th District Supervisor Bruce McPherson, Former 2nd Harvest Food Bank CEO Willy Elliott-McCrea, and Assemblymember Gail Pellerin, each of whom has made enduring contributions that have left a lasting mark on our community.

Submit Your Nominations

Nominations are open now, and we encourage community members, businesses, and organizations to share who inspires them. Submit nominations here: Nomination Form

Early-Bird Ticketing Now Available

Join us for an inspiring evening of celebration, networking, and community pride.

Individual Tickets

$155 – Early Bird Pricing through 3/15/2026

Full Table (8 seats)

$1,200 – Early Bird Pricing through 3/15/2026

Sponsorship opportunities are also available. Reach out to adminsitration@santacruzchamber.org to learn more.

Nonprofit Community Display Tables

Nonprofit members can reserve a display table in the entryway for $310, which includes two tickets to the dinner. This opportunity is first come, first served and limited to 10 tables, so be sure to reserve early.

Help us celebrate the leaders and changemakers who make Santa Cruz County extraordinary. Nominate a deserving individual, business, or organization today and mark your calendar for April 16th, 2026.

Our Community Leadership Visit: Preparing Santa Cruz for a World Stage

Wed, 17 Sep 2025 17:37:44 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

Two Days of Discovery and Regional Insights

On September 11th and 12th, the Chamber led nearly 40 business and community leaders and elected officials on our Community Leadership Visit (CLV) to San Jose and Santa Clara. The goal: to gather practical strategies for welcoming the surge of visitors expected for the 2026 Super Bowl and FIFA World Cup and to bring home new ideas for strengthening Santa Cruz County’s economy and visitor experience.

Our trip began at San Jose’s Diridon Transit Station with a tour led by the station's namesake, Rod Diridon, Sr., widely known as the father of modern transit in Silicon Valley. Rod shared how the region has invested in expanded transit connections and is working to move large numbers of people quickly and efficiently, encouraging us to consider opportunities for public transportation investment in Santa Cruz County.

At San José Mineta International Airport (SJC), our group received a presentation about how the airport is preparing to welcome visitors from around the world during the 2026 Super Bowl and World Cup. We also learned about how strategic partnerships help create a seamless welcome for visitors by including local small businesses in new shops and restaurants in the airport terminals. Finally, our tour of the airfield and airport left us with insight into how the airport is scaling to meet the demands of increased visitors to the region.

Another highlight of the trip was a meeting with San Jose Mayor Matt Mahan, who shared his perspective on how the City is working to activate community spaces to encourage visitors to participate not only in the large-scale sporting events, but all that their City has to offer.

Lessons in Placemaking and Destination Marketing

Our delegation was particularly inspired by a panel discussion with Laura Chmielewski, Vice President of Marketing and Communications at Team San Jose, and Michael Lomio, Downtown Manager in the Office of Economic Development & Cultural Affairs at the City of San Jose. The panel was expertly moderated by Leah Toenskoeitter, President & CEO of the San Jose Area Chamber of Commerce. The conversation focused on destination marketing, placemaking and wayfinding, and creating vibrant entertainment districts, offering inspiration for our Santa Cruz area leaders as we consider how to activate our own business and community spaces for our local residents while also encouraging travelers to consider Santa Cruz County during their visits for the 2026 sporting events in the Bay area.

Learning from Major Attractions

The visit also featured tours of Tech CU Arena and California’s Great America, where leaders explained how they plan for large-scale events and visitor surges. These tours once again invited us to imagine new ways to welcome and engage visitors locally.

Voices from the Trip

Participants emphasized how valuable the trip was for both ideas and relationships. Their reflections capture the energy and purpose of the visit.

Reflecting on the experience, Chris Murphy, SVP of Franchise Development for the Golden State Warriors and President for the Santa Cruz Warriors noted, “I always love attending the Chamber’s CLV trips, and this experience in San Jose was amazing yet again. The entire agenda was action packed with relevant topics for Santa Cruz, delivered from key stakeholders in San Jose. I was able to learn a great deal about ways we can leverage ideas to benefit the Santa Cruz area local business community. On top of all the key learning, the networking and relationship building continues to be at the forefront of the strength of the Chamber’s CLV trips. The opportunity to strengthen relationships with leaders across both the private and public sectors is extremely valuable to all who attend. The entire visit was extremely detailed, thorough, and impactful thanks to the efforts by Kristen and the Chamber team. I am already looking forward to the next one!”

Santa Cruz City Councilmember Sonja Brunner added, ”This Santa Cruz Area Chamber of Commerce Leadership Visit to San Jose and Santa Clara met and exceeded all expectations…Connecting Santa Cruz with the San Jose Diridon train station, San Jose Airport, San Jose Mayor Matt Mahon, UCSC Silicon Valley, Tech CU, Great America, San Jose Chamber of Commerce, and Visit San Jose inspired future partnerships, collaborations, examples and actions that can be explored between our cities and organizations.”

Ross Guntert, Design Director and Senior Associate with Gensler shared, “The Community Leadership Visit was a great way to see how our neighbors in San Jose are preparing for major events and long-term growth. The behind-the-scenes tours at the airport and Diridon Station, plus time with Mayor Matt Mahan and the San Jose Chamber, sparked a lot of ideas for Santa Cruz. Huge thanks to Kristen, Duf, and the whole Chamber team for making it seamless and fun.”

Finally, County Supervisor Justin Cummings remarked that the visit was “... a great opportunity to learn from our neighbors on the other side of the hill and think about ways we can partner to bring more revenue to our businesses especially during large events like the 2026 Super Bowl and 2026 World Cup that will draw people from around the world to our region.”

Looking Ahead

The Santa Cruz Area Chamber of Commerce continues to work with local business, elected officials, and community partners to consider how best to seize on the economic opportunities for our region as we head towards the Super Bowl and World Cup next year. We are looking forward to continuing the conversation and ensuring success for our locals and visitors alike.

Future Community Leadership Visits

The Santa Cruz Area Chamber hosts two Community Leadership Visits each year to learn from peer regions and bring back innovation and inspiration that benefit local businesses and residents. The next CLV is anticipated for Spring 2026. Individuals interested in future leadership visits can learn more at santacruzchamber.org or by contacting Executive Director Kristen Brown at kbrown@santacruzchamber.org.

People of the Chamber: Meet Elyse Mitchell, Chamber Operations Associate

Wed, 10 Sep 2025 19:14:52 GMT

I am thrilled to introduce myself as the new Operations Associate at the Santa Cruz Area Chamber of Commerce. After relocating to Santa Cruz from Colorado in 2017, I quickly fell in love with the city, drawn to its coastal beauty, towering redwoods, and vibrant sense of community. Over the years, I’ve had the privilege of working with respected local organizations and supporting events that showcase the unique character of this region.

For over a century, the Chamber has been a driving force for local businesses, sparking growth, collaboration, and connection throughout our community. I’m excited to build on that momentum by bringing fresh perspectives to member engagement, expanding impactful programs, and shaping events that both connect the community and celebrate the spirit of Santa Cruz.

Over time, I look forward to connecting with our members, hearing what matters most to you, and contributing my experience and passion as we continue to work together to support a thriving and connected future for Santa Cruz.

Shelter and Success: Housing Projects & Proposals in Santa Cruz on the Rise

Wed, 03 Sep 2025 15:01:18 GMT

By Trey Guzman, Santa Cruz Area Chamber Advocacy Intern

It is no secret that the city of Santa Cruz and the county at large are amid a shortage of affordable units for moderate to low-income individuals. As it stands, the Chamber’s Board of Directors has previously expressed support for initiatives to procure and construct affordable housing for the Santa Cruz working community.

This stance is rooted in practical applications of county-wide economic growth. Providing housing to the broader population and building more community spaces in deprived areas are expected to yield tangible benefits for the local economy. According to Jenn Steinfeld, Director of Economic Development at the National League of Cities Advocacy Group, a larger concentration of mixed incomes supports business growth due to a greater availability of disposable income that can be spent on local firms’ products. This can be coupled with Santa Cruz’s consistent tourist industry, allowing its businesses to be supported by both resident consumers and workers. More housing would also cause the exit rate of potential employees for businesses to decrease, as lowered costs of living permit a larger available workforce near firms and cut the need for long-distance commutes.

To encourage this sentiment and secure funding for housing projects in Santa Cruz, several proposals have been presented as recently as January 2025. In the city of Santa Cruz, two ballot measures are set to hit the polls on November 4th: Measure C: the “Workforce Housing Affordability Act of 2025” and Measure B: the “Workforce Housing and Climate Protection Act.”

Elaine Johnson of Housing Santa Cruz County (Measure C) and Victor Gomez of the Santa Cruz County Association of Realtors (Measure B) presented their respective measures during the Chamber’s Community Affairs meeting on August 14th. Measure C stipulates a real property tax of $96 per parcel with a sunset (expiration) date of around 2046-2047. Revenue generated from the tax would be set aside for affordable housing, homelessness prevention, and community oversight and coverage of administrative costs for running the aforementioned programs. Measure B encourages a 10-year $50 per parcel tax and a 0.5% tax on real property transfers over $4 million. This tax is set to expire after the 2035-2036 fiscal year.

Despite the proposed measures, there are still current projects erupting all throughout the county. During the Community Affairs meeting, Clay Toombs of the developer Workbench mentioned the ongoing progress of the 3500 Paul Sweet Road project in Live Oak. Workbench’s project was approved during “Builder’s Remedy,” which is a status placed when a local government falls short of a “housing element,” or housing plan. Builder’s remedy allows developers to bypass zoning ordinances to accelerate the construction of housing. Even though the addition of Workbench’s units spells hope for renewed focus on housing projects, it still falls short of the Regional Needs Housing Allocation target that is required to fully meet Santa Cruz’s current housing element.

Credit: Clay Toombs (Workbench)

Aside from Workbench, other developers are dipping their fingers into the viable Santa Cruz. In the previously discussed Community Affairs meeting, John Swift and Trisha Malone also spoke on the planning stages of the Anton Solana project on Soquel Drive. It is designated as a mixed-use community with 173 multi-family homes fixed with community spaces. The full details of this project’s approval will be ironed out during the Planning Commission’s scheduled meeting in late-September.

Ultimately, despite ongoing battles with Santa Cruz’s development, construction is in session and will hopefully yield net positive results for the community - residents and businesses alike. If you have any questions about the Chamber’s stance on housing, feel free to contact kbrown@santacruzchamber.org.

Spotlight on Local Nonprofits

Wed, 27 Aug 2025 21:39:51 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The Santa Cruz Area Chamber of Commerce was proud to partner with the Santa Cruz County Community Foundation for a recent Business After Hours Mixer designed to connect nonprofit organizations with community members interested in volunteering or serving on nonprofit boards. The event drew nearly 100 attendees and featured over 40 local nonprofits, making it an inspiring evening of networking and community building.

During the event, Kevin Heuer, Director of Engagement & Impact at the Community Foundation, shared insights into the value of board service and the qualities that make an effective board member. Strong boards are vital to a nonprofit’s success, guiding strategy, supporting leadership, and ensuring organizations use their resources wisely to serve their mission.

Santa Cruz County is home to more than 1,000 nonprofit organizations, and about a quarter of Chamber members are nonprofits themselves. These organizations are an essential part of our community, providing everything from arts and cultural programming to environmental protection, health and human services, and youth development. Their work strengthens the fabric of our region and relies heavily on the generosity and leadership of volunteers, donors, and board members.

The importance of these organizations cannot be overstated. Nonprofits often fill gaps in services, advocate for vulnerable populations, and respond quickly to emerging needs in ways that complement the work of government and business. They bring people together to solve problems and create opportunities, playing a vital role in shaping the character of Santa Cruz County. Supporting their efforts helps create a stronger, more connected community for all.

For nonprofits seeking guidance and support, the Santa Cruz County Community Foundation offers a wealth of resources. From grantmaking opportunities to training and capacity-building support, they provide tools to help organizations increase their impact. Their programs are designed to strengthen leadership and ensure nonprofits have what they need to thrive, making them an invaluable partner for local organizations. You can learn more on their website at cfscc.org.

The Chamber is proud to work alongside the Community Foundation to create more opportunities for connection between businesses, nonprofits, and community members. Whether you are looking for ways to get involved, exploring board service, or interested in supporting nonprofit initiatives, there are many paths to making a difference. By building stronger partnerships, we can continue fostering a vibrant, resilient, and compassionate Santa Cruz County.

The Next Wave: Young Entrepreneurs Shaping Santa Cruz County

Mon, 18 Aug 2025 20:34:06 GMT

By Mabel Moonrising, Santa Cruz Area Chamber Marketing & Communications Intern

Santa Cruz County has long been a hub of creativity, independence, and entrepreneurial spirit. Today, that vibrant energy is carried forward by a new generation of young business leaders, from student ventures to early-stage startups, who are shaping the future of our local economy.

At UC Santa Cruz, innovation thrives through the Center for Innovation & Entrepreneurial Development (CIED), which supports student entrepreneurs with mentorship, workshops, and funding opportunities. Programs like the Society for Creative Entrepreneurship & Engineering (SCEE) and GetVirtual provide hands-on experience while helping real clients throughout the county. These initiatives are part of an ever-growing ecosystem supported by partners such as Santa Cruz Works and Launchpad, a dynamic pitch competition and job fair connecting student ventures with the local business community.

Meanwhile, Cabrillo College offers its own pathways for young entrepreneurs through the Entrepreneurship & Business Career and Academic Pathway (CAP) and the student-led Entrepreneurs Club. These programs provide foundational business education and mentorship opportunities that help launch the next wave of small business owners in Santa Cruz County. Events like Santa Cruz Launchpad help spotlight and support these young leaders. In 2025, more than a dozen student teams pitched innovative ideas across industries, from technology to community services, competing for cash prizes and valuable professional feedback. These gatherings not only showcase the potential of emerging entrepreneurs but also create vital spaces for connection, growth, and collaboration.

Among the inspiring local success stories is Shanty Shack Brewery, founded by Brandon Padilla and Nathan Van Zandt. Their journey began in 7 Brew, a homebrew supply store, and fate brought them together again in a Cabrillo College business class. Their story began with brewing in a rundown shack and church, but they transformed their hobby into a thriving community-supported brewery, delivering craft beer directly to neighbors. In 2016, they opened their brewery, the Shanty Shack, in Harvey West, creating a vibrant community space filled with local art, live music, and a welcoming backyard vibe, where everyone can enjoy creative beers, food, and good company.

Another remarkable story is Black Surf Santa Cruz, a nonprofit founded in 2020 by 25-year-old local, Esabella “Bella” Bonner. Born from her passion for inclusivity in ocean recreation, Black Surf offers free surf lessons and equipment to Black, Indigenous, and People of Color (BIPOC) community members. Since 2020, the organization has promoted healing and empowerment through surfing, hosting events like the annual Liberation Paddle Out that foster community and challenge systemic barriers. Bella’s leadership continues to inspire a more inclusive connection to the ocean for the BIPOC community.

Looking forward, the Chamber is seeking your input on how we can support young professionals and connect emerging business leaders across Santa Cruz County. Send us your thoughts and ideas to kbrown@santacruzchamber.org. Together, we can support and celebrate the next generation of Santa Cruz entrepreneurs.

California’s Economic Future: Insights and Opportunities for Santa Cruz Businesses

Thu, 14 Aug 2025 16:43:13 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

California’s economy is in transition, shaped by shifting global markets, workforce shortages, and rapid innovation. These changes bring both uncertainty and new possibilities for businesses, non-profit organizations, and local governments. On Thursday, August 20th, the Santa Cruz Area Chamber of Commerce will host State Treasurer Fiona Ma for a candid conversation about how state-level economic strategies can translate into real opportunities for Santa Cruz County.

Event Details & Registration Here

As California’s primary banker, Treasurer Ma manages an investment portfolio averaging more than $200 billion and oversees more than $3 trillion in banking transactions annually. Her office helps finance housing, transportation, environmental, and public facility projects, while also running programs that expand capital access for small businesses, support green energy adoption, and invest in underserved communities.

Why This Conversation Matters Now

In recent months, California has directed millions toward projects designed to strengthen communities and stimulate private sector growth. While none of these latest awards have yet landed in Santa Cruz County, they reveal the scale of resources available and the kinds of initiatives the state is backing. Recent examples include $52.4 million in Community Reinvestment Grants for workforce training, job placement, and linkages to medical care, and $7.9 million in California Competes Tax Credits to companies expected to generate $87 million in private investment statewide, primarily in industries such as solar energy, manufacturing, battery storage, and healthcare technology.

For Santa Cruz County, this means there is a clear pathway to compete for these funds in future rounds. With the right preparation, partnerships, and proposals, our community could secure significant investments in housing, infrastructure, workforce development, and high-growth industries. Treasurer Ma will share how local businesses and organizations can position themselves to access these opportunities.

The Local Economic Picture

According to the Santa Cruz County 2025 State of the Workforce Report and the Santa Cruz County 5-Year Comprehensive Economic Development Strategy, our region faces a dual challenge: ensuring a skilled workforce for emerging industries while meeting foundational needs like affordable housing, infrastructure, and business capital access.

Housing affordability remains one of the largest barriers to retaining and attracting talent, affecting industries from hospitality to technology. At the same time, high-growth sectors such as clean energy, climate resilience technologies, and visitor-serving industries are poised for expansion but need targeted investment. Many local entrepreneurs face challenges securing financing, making state programs and initiatives from the Treasurer’s office especially critical. Addressing infrastructure gaps, including broadband expansion, transportation upgrades, and climate-resilient projects, will also be essential for long-term competitiveness.

As part of the efforts to support economic growth and community well-being, one key initiative from Treasurer Ma’s office is the California Tax Credit Allocation Committee. This committee administers the federal and state Low-Income Housing Tax Credit Programs, which encourage private investment in affordable rental housing for low-income Californians. Since 1991, these programs have supported more than 51 affordable housing projects in Santa Cruz County, helping to address one of the region’s most pressing economic challenges. In addition, the Treasurer’s office oversees a range of other programs that provide resources and funding related to economic development, health, education, community investment, environmental protection, and small business support.

What You’ll Learn from Treasurer Ma
At next weeks’ event, Treasurer Ma will share her thoughts on the state’s economic outlook for 2025 and beyond, highlighting financing tooling her office’s programs, tools and partnerships that can accelerate local growth.

Event Agenda
2:00 PM: Registration & Check-In
2:30PM - 3:15PM: Fireside Chat with Fiona Ma, CPA, California State Treasurer
3:15PM - 3:30PM: Audience Q&A Session
3:30 PM - 4:30PM: Mixer & Networking – Enjoy a delicious spread of food and drink, and connect with fellow business leaders

This conversation is essential for anyone who wants to understand and influence the economic forces shaping Santa Cruz County’s future. Secure your seat today.

Santa Cruz Real Estate Update: Fewer Sales, But Bigger Assessment Numbers

Mon, 04 Aug 2025 23:32:07 GMT

By Gavin Allen
Business Development Intern, Santa Cruz Area Chamber

According to the Santa Cruz County Association of Realtors, the current number of real estate listings in the County is growing, and the number of closed sales is decreasing. High interest rates have made borrowing more expensive, which has cooled down activity for typical buyers. But even though fewer properties are changing hands, the total assessed value of real estate in the county is still climbing, and that’s mainly due to a few major high-value projects that have made recent headlines.

Lori Fleet, Chief Deputy Santa Cruz County Assessor, recently reported that the county's total 2025 Assessment roll was $64,734,929,156, representing a 5.95% increase over last year.

One of the most significant factors contributing to the increase is the development and assessment valuation of the La Bahia Hotel property on Beach Street. After years of delays, the project finally broke ground in 2022 and has now been reassessed at about $50 million. The La Bahia expects to open to the public in September 2025, and when it does, it’ll be one of the most high-end hotel options between Half Moon Bay and Carmel. The development doesn’t just show confidence in local hospitality; it’s also a significant boost to the County’s overall property valuations.

Another big sale that caught attention is the 84-unit Seaside Apartments complex, which sold for $45 million earlier this year, making it one of the most expensive multifamily housing deals in Santa Cruz history. That's over $535,000 per unit. The high price tag reflects just how competitive the local housing market has become, especially regarding affordable housing.

These two projects, La Bahia and Seaside Apartments, have helped drive up the assessed value of property across the county. They also show that, even with high interest rates slowing down average buyers, investors, and developers still see a lot of long-term value in Santa Cruz. Big-ticket deals like these strongly signal that the region remains desirable for tourism and housing.
So, while the real estate market here might be quieter than usual regarding volume, it’s still making noise regarding value.

As we head into the fall, it’ll be interesting to see if interest rates shift and bring more buyers back into the mix or if we’ll continue to see fewer but higher-dollar property deals defining the market.

Community Affairs Committee: New Voices Welcome, Join Us!

Thu, 31 Jul 2025 13:30:43 GMT

By Yvette Brooks & Nicole Coburn, CAC Co-Chairs

The Santa Cruz Area Chamber’s Community Affairs Committee offers a forum for members to engage with public policy issues that influence the future of our local economy and community. The committee identifies and explores key topics at the local and state levels, hosts timely discussions, and supports the Chamber’s advocacy work. Monthly meetings include presentations from local organizations, updates from public agencies, and opportunities to stay current on important developments across Santa Cruz County.

Committee members also review and provide input on legislation and policy proposals that could affect the business climate, Chamber members, or the broader community. The committee meets virtually each month and often provides input on matters that may be elevated to the Chamber Board for formal action, helping ensure that the business voice is represented in policy discussions and community development efforts.

Meet Your CAC Co-Chairs

Yvette Lopez Brooks
A longtime Capitola resident and the City of Capitola’s first Latina Mayor, I currently serve as Chief Executive Officer of United Way of Santa Cruz County, advancing equity, education, and economic opportunity.

Nicole Coburn
Since 2017, I have served as Santa Cruz County’s Assistant County Executive Officer overseeing public safety departments, strategic initiatives, and budgets, including successful local ballot measures. I’m honored to co-chair the CAC and champion civic engagement.

As Co-Chairs of the Chamber’s CAC, we’re excited to share how your voice can make a difference in the conversations shaping our community. The CAC is a welcoming space for both Chamber and community members to connect, learn, and act on key civic issues.

Mark Your Calendar: August CAC Meeting – Focus on Housing

Date: August 14, 2025
Time & Location: 12:00-1:30 pm via Zoom

For our August meeting, we’re pleased to bring together local experts to spotlight housing developments that are vital to our region’s future:

City of Santa Cruz 2025 housing measures – Diverse perspectives on ballot initiatives designed to fund critical housing infrastructure in the City of Santa Cruz.
Anton Solana project – Updates on the proposed mixed-use community and workforce housing development at Thurber Lane and Soquel Drive.
Paul Sweet Road project – Updates on the proposed apartment complex on a half-acre site situated in between Dominican Oaks, a retirement community.

This session is open to all, whether you’re curious, want to contribute, or simply want to stay informed.

Why Participate?

As a member of the Community Affairs Committee, you’ll stay informed about decisions impacting housing affordability and availability, engage directly with project leads and public officials in a small-group setting, and connect with peers who care deeply about the future of Santa Cruz County.

Ready to Get Involved?

We’d love to have you! Please sign up here for the CAC meeting invite and timely updates. Whether you attend once or jump in regularly, your lived experience and interests strengthen our collective understanding, and our impact.

People of the Chamber: Meet Our Ambassador Team

Wed, 23 Jul 2025 22:38:11 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

At the heart of the Santa Cruz Area Chamber of Commerce is a passionate and dedicated group of volunteers who serve as the welcoming face of our organization: the Chamber Ambassadors. These individuals play a vital role in building connections between new and existing members, supporting Chamber events, and representing the Chamber’s mission throughout the Santa Cruz community.

The Chamber’s Ambassador Program has deep roots in local history. As Ambassador Chair Duf Fischer shares, “The Ambassadors were very active in the early 1970s. I was very involved back then. In 1974, I took a leave of absence to work on a political campaign, and afterward got involved with a national travel agent organization. Jump to January 2011 - I returned to involvement with the Chamber, and in 2012 I once again started the Ambassador Program.”

Duf adds, “I am, of course, so blessed to be part of the Ambassador family. I am so very proud of the Ambassador members. I think we have been successful in supporting the goals of the Chamber.”

Ambassadors today serve much the same purpose they did decades ago: they welcome and guide new members through their first year of membership, help connect businesses to one another, encourage participation in events, and represent the Chamber throughout the greater community. They commit to attending the Chamber’s many networking, educational, and signature events, including Business After Hours, Ribbon Cuttings, Chamber luncheons, and more.

This program is about more than just showing up, it’s about showing support. Whether they're making a new member feel seen, introducing a business owner to a potential collaborator, or sharing Chamber news and resources, Ambassadors help build a more connected, thriving Santa Cruz.

We’re honored to introduce our 2025 Chamber Ambassadors:

> Duf Fischer, Ambassador Chair – Chamber Consultant and Past President
> Paula Fischer, Ambassador Recording Secretary
> Lora Allanson, John C. Allanson Insurance Agency
> Dawn Bruckel, UCSC
> Rod Caborn, First Class Fundraising
> Liz Dasher, Hospice of Santa Cruz County
> Stephanie Greer, UC Santa Cruz
> Sara Horsley, Biohaven Pharmaceuticals
> Matthew James, Attorney
> Julie Jimenez, Chaminade Resort & Spa
> Aurora Lowe, Wonder Realty Group – Keller Williams
> Chris Maffia, Retired, formerly Santa Cruz County Bank
> Messina Montgomery, Santa Cruz Warriors
> Paul Peters, Second Harvest Food Bank
> Beth Powanda, Powanda Insurance Agency
> Beverly Ritchey, David Lyng Real Estate
> Nick Scimone, West Coast Community Bank
> Elana Solon, Food What?!
> David Stearns, Allterra Solar
> Tom Stelling, David Lyng Real Estate
> Adele Talmadge, Talmadge Construction
> Katie Tollick, Dream Inn Santa Cruz
> Alexander Pedersen, Santa Cruz Small Business Development Center
> Kate Phillips, Edward Jones
> Magi Diego, CASA

These individuals exemplify the values of service, connection, and community leadership that define the Santa Cruz Area Chamber of Commerce. We thank them for their ongoing commitment and invite our members to connect with them at upcoming events. Whether you're new to the Chamber or a long-time member, the Ambassadors are here to help you feel at home.

If you're passionate about building community, supporting local businesses, and expanding your professional network, consider becoming a Chamber Ambassador. It's a rewarding way to get more involved, gain visibility, and make a meaningful impact. To learn more, visit our Ambassador Program page and apply here

Thank You for Your Feedback: 2025 Membership Survey Results

Wed, 16 Jul 2025 16:12:26 GMT

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.

People of the Chamber: Meet Our Summer Interns

Wed, 09 Jul 2025 14:51:47 GMT

The Santa Cruz Area Chamber is thrilled to welcome two new interns to the Chamber team this summer: Mabel Moonrising and Gavin Allen, both of whom will be supporting key areas of our work in marketing, communications, and business development.

Joining as our Marketing & Communications Intern, Mabel will be focused on telling the Chamber’s story and amplifying the voice of our members. Over the next few months, she will be writing and creating content for our newsletters, youtube channel,and social media platforms. She’ll also be conducting member interviews, capturing photos and videos at events, and helping track engagement trends to strengthen how we communicate and connect.

Our Business Development Intern, Gavin Allen, and will focus on outreach to current and prospective members, analyzing membership data, and supporting internal strategy work. Gavin will help refine membership materials, assist with research on new business prospects, and contribute to updates of internal tools like our membership welcome packets and board policy documents.

We’re incredibly grateful for Mabel and Gavin’s hard work, creativity, and dedication to the Chamber’s mission this summer. Now, in their own words, Mabel and Gavin share a bit more about who they are and what drew them to the Chamber this summer.

Meet Mabel Moonrising, Marketing & Communication Intern

I was born and raised here in Santa Cruz, and I feel so incredibly blessed to have grown up in such a wonderful place. From the redwood forests, to the endless oceans and beaches, and the amazing community of the Santa Cruz area, I do not think there is a better place to call home. Between the months of September and July, I am a senior at Oregon State University majoring in marketing with a minor in psychology. My background is in customer service, legal support, and team-based work. I’ve held a wide variety of roles, including restaurant server, legal intern, and veterinary assistant, that have helped me build strong communication, organization, and problem-solving skills. In school, I’ve taken courses in marketing, business, writing, and sustainability, and I’ve worked on projects that combine strategy and creativity.

I was diagnosed with Type 1 Diabetes at 3 years old, and it is a huge part of who I am. I am especially passionate about combining marketing with disability advocacy. As someone who’s passionate about making a positive impact, I’m especially drawn to organizations that care about the people and places they serve. The Santa Cruz Chamber is exactly that. It supports a wide range of local businesses, leads important community initiatives, and brings people together with intention and purpose. I appreciate when organizations are mindful of inclusivity in their work, another reason I respect the Chamber so much.

At the Chamber, I hope to contribute to their marketing and outreach efforts that strengthen connections between local businesses and the community. I also hope to help create and participate in disability advocacy events, like the Chamber's recent “Understanding ADA Compliance: What Businesses Need to Know.” I’m eager to jump in wherever I’m needed. Most of all, I want to help and support the people and businesses that make Santa Cruz such a special place. In the future, I want to work for Dexcom Diabetes. Dexcom’s mission resonates with me on a deeply personal level. I’ve experienced firsthand how life-changing continuous glucose monitoring technology can be, not just in terms of managing health, but in providing peace of mind and independence. I want to be part of a company that’s not only innovating in healthcare, but also empowering people with chronic conditions to live fuller, more confident lives. I’d be proud to contribute to a team that’s having such a meaningful impact on people like me every single day.

Meet Gavin Allen, Business Development Intern

Hello! My name is Gavin Allen, and I’m thrilled to be joining the Santa Cruz Chamber of Commerce as a summer intern. I am currently pursuing a degree in Business Administration at the University of Oregon with a minor in economics. Growing up in Santa Cruz, I’ve always had a strong connection to this community, and it’s truly exciting to return home and contribute to the local business landscape. I am grateful for the opportunity to support the Chamber’s efforts and learn more about its pivotal role in our local economy.

I’ve always been passionate about entrepreneurship and public service, which is why I was drawn to the Chamber of Commerce. The organization’s deep-rooted connection to Santa Cruz’s business community, its commitment to supporting small businesses, and its role in fostering civic engagement make it an ideal place for someone like me to learn and grow. Through this internship, I am looking forward to engaging with local business leaders, helping to organize impactful events, and exploring the intersection between regional policy and economic development. The chance to directly support these initiatives is a unique opportunity that I’m eager to embrace.

Outside of school and work, I enjoy spending time outdoors and staying active. I play golf regularly and love all kinds of sports, whether it’s basketball, at the beach, or playing guitar in my free time. I love connecting with others in the community, and I believe that fostering meaningful relationships is key to both personal and professional growth. Santa Cruz holds a special place in my heart, and I look forward to making the most of my time here by contributing to the Chamber’s mission and supporting the growth of local businesses.

I’m truly honored to be part of the Chamber team this summer, and I’m excited about the opportunity to contribute wherever I can. Whether it’s lending a hand at events, connecting with local business owners, or simply learning from the many talented people here, I’m eager to be part of something impactful. Please don’t hesitate to reach out—I’d love to meet you, learn more about your work, and contribute to the ongoing success of Santa Cruz’s vibrant business community.

Building a Better Downtown: Santa Cruz Invests in Growth and Revitalization

Wed, 02 Jul 2025 23:02:23 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

The City of Santa Cruz is moving forward with a number of thoughtful strategies to breathe new life into our downtown, support local businesses, and plan for future growth. From tackling long-term vacancies to exploring new infrastructure funding tools and expanding the downtown footprint, the City is laying the foundation for a more vibrant, welcoming, and resilient community.

Keeping Downtown Active and Inviting

The recently adopted Downtown Vibrancy Ordinance is all about bringing more energy and activity to our downtown. It’s focused on reducing long-term vacancies, especially along Pacific Avenue, and setting expectations for how those empty storefronts are maintained.
If a storefront has been vacant for more than two years, the property owner will need to register with the City and share details like their contact information, a local property manager, a maintenance plan, the building’s square footage, its last legal use, and any future plans they have for the space.

To improve the look and feel of downtown in the meantime, the ordinance also requires property owners to install either decorative vinyl window coverings (selected from City-approved designs) or curated art displays. For now, the City is covering the cost of installing these coverings through June 12, 2026 for eligible properties. Options include City-branded themes or designs that highlight leasing opportunities.

This ordinance is just one piece of a broader effort to boost local business activity. Other incentives include waived permitting fees for new businesses, free pre-application review meetings, and a $50,000 storefront window design program. The City is also providing temporary space to new businesses, investing in local theaters and alleyway activation projects with seating, art, and gathering spaces and expanding its ‘Downtown Pops!’ initiative.

‘Downtown Pops!’ is a City initiative that helps small businesses access retail space while offering some stability to property owners with vacant storefronts. The City leases empty spaces on Pacific Avenue from commercial property owners, guaranteeing a base rent, and then subleases them to short-term tenants for six months. These pop-up tenants pay rent based on a percentage of their monthly sales, and if the initial term goes well, they may have the opportunity to negotiate a longer lease directly with the broker or property owner.
Together, these steps are helping create a more attractive and accessible downtown for both businesses and the community.

Planning for Long-Term Infrastructure Investments

While the City works on near-term improvements, it's also looking ahead. One promising tool under consideration is the creation of an Enhanced Infrastructure Financing District, or EIFD. These districts were authorized by the state in 2014 and allow cities and counties to use a portion of future property tax growth to fund public infrastructure projects.

An EIFD wouldn’t raise or add new taxes. Instead, it would capture future increases in property tax revenue within a defined area and reinvest that money into projects like safer streets, improved utilities, public spaces, and affordable housing. In March 2025, the City Council approved a Resolution of Intention to explore forming an EIFD, and is now working with Kosmont Companies Inc. on a feasibility analysis.

The goal is to focus investments around key opportunity areas, including older commercial centers and priority housing sites identified in the City’s Housing Element. An EIFD can remain active for up to 45 years after the first bond is issued, offering a long-term path to infrastructure funding without affecting residents’ tax bills.

Expanding the Vision for Downtown

The Downtown Plan Expansion is a big-picture effort to grow and reimagine the southern end of downtown, extending toward the beach and boardwalk. The goal is to bring in new housing, commercial space, and public amenities, all while maintaining walkability, good design, and strong community connections.

One of the most exciting possibilities in this plan is the development of a permanent arena for the Santa Cruz Warriors. Conceptual designs were presented to the City Council on May 13, 2025, and the expansion plan was approved shortly after.

The new arena would likely be larger than the existing temporary facility and could include upgraded locker rooms, a permanent team office, improved training space, and increased seating capacity. It’s also being designed with multiple uses in mind - from concerts and comedy shows to other large-scale events that would bring people downtown.The vision is to integrate the arena with nearby housing and commercial projects as part of a unified, active downtown district.

Through these coordinated initiatives, the City of Santa Cruz is taking bold, balanced action to strengthen its downtown economy, enhance quality of life for residents and visitors, and shape a more vibrant future for the entire community. The Chamber looks forward to staying involved throughout these efforts.

Protecting Small Business Access to Clean Energy: Understanding the Impacts of AB 942

Wed, 25 Jun 2025 21:15:03 GMT

By Angela Lipanovich, Cleantech Attorney at Estriatus Law

As a clean energy attorney with nearly two decades of experience advising small businesses, nonprofits, and property owners across the state, I’ve had a front-row seat to the evolution of energy policy in California. In recent years—particularly over the last five to ten—I’ve observed a concerning shift at the state legislative level: the gradual erosion of the rights of individuals and businesses to own and benefit from solar energy. Despite growing interest in clean energy solutions, there is a notable lack of consistent advocacy representing the interests of homeowners and small businesses in the policymaking process. This vacuum has allowed utility-driven initiatives to shape regulations that make it increasingly difficult—and potentially cost-prohibitive—for Californians to own and operate their own solar energy systems.

A current and significant example of this troubling trend is Assembly Bill 942 (AB 942). If enacted, AB 942 would retroactively amend existing solar contracts between system owners and California’s investor-owned utilities (IOUs) —PG&E, SCE, SDG&E. This change would significantly reduce the economic value of existing properties with solar systems. The state’s Net Energy Metering (NEM) program outlines the terms under which solar customers connect to the utility grid, which prior to April 15, 2023 were either NEM 1.0 or NEM 2.0 interconnection agreements. Under current NEM 1.0 and 2.0 rules, property owners can rely on a long-term return from their solar investments, whether they remain the system owner or choose to sell their property. AB 942 would amend this framework by prohibiting the transfer of NEM 1.0 and 2.0 agreements when the property is sold – effectively erasing a key financial incentive for investing in solar. The consequences would be substantial: reduced resale values for solar-equipped properties, weakened investment returns and financial profiles for existing solar investments, abandoned renewable energy contracts mid-term, and the penalizing of investors for participating in the State’s previously designed programs. Further, the positional change will create an uncertainty and lack of confidence in the State to uphold existing clean energy programs, thereby likely increasing decline in participation in the State’s solar programs.

AB 942, currently under consideration in the California State Senate, has already passed the Assembly and is now advancing through Senate committees. Earlier versions of AB 942 sought to retroactively reduce the duration of NEM contracts—from 20 years to 10—for all solar customers who installed their systems before 2023. That provision was removed in response to public opposition. However, the current version still includes the retroactive elimination on the transferability of NEM 1.0 and NEM 2.0 agreements when a property is sold. If passed, this provision would apply retroactively to hundreds of thousands of existing solar customers – estimated at about 800,000 state-wide.

Importantly, AB 942 contains no provisions to ensure that any savings from these changes would result in lower utility bills for rate-payers and/or low-income customers. Without dedicated rate relief mechanisms, it is unclear whether IOUs would pass on any benefits to consumers, raising concerns that AB 942 may primarily protect utility revenues rather than promoting ratepayer equity. This is occurring at a time when IOUs are making historical profit levels.

The impacts on affordable housing providers may be especially significant. One provider, which operates housing for over 10,000 people across the U.S.—including 4,000 in California—has stated:

“My company operates an affordable housing business that is not subsidized or funded by the government. We provide housing for over 10,000 people nationally, with roughly four thousand of those in our home state of California. Needless to say, our operating margins are very tight and the multi-million dollar investments we have made in eight solar systems at our communities in the state were crucial to ensure the long-term viability of our business and this affordable housing. To pull the rug out from underneath us after the investments have been made is both extremely unfair and a major risk to our ongoing operation. Even if we never sell these properties, the mere fact that selling would void some of the significant economic benefits of the systems makes our properties less valuable today, which worsens our financing opportunities and increases our financing costs. If you are going to change the rules around solar investments, do it on a go-forward basis as to new investments. Don't move the goalposts on millions of dollars in investments we have already made in the state.” Thom Niederkofler, Partner, Pacific Current Partners

Given the central role that solar now plays in reducing operating costs and improving financial stability for housing and small business operators, policies that retroactively alter terms of investment raise serious concerns for the long-term sustainability of clean energy development in California.

According to an analysis by data scientist Jenny Folkesson, PhD, California’s commercial solar market is already in sharp decline. Since 2022, PG&E has reported an 85% drop in non-residential solar applications, a trend that is mirrored in the State’s own data.

Table 1. Data from PG&E and California’s Distributed Generation Statistics (CDGS)

This declining trend is directly attributed to a combination of recent policy changes that have reduced the financial viability of solar adoption for businesses. California’s solar industry currently supports over 80,000 jobs, and analysis from the National Renewable Energy Laboratory indicates that each gigawatt of installed solar contributes more than 5,000 jobs—many in local and regional economies. By introducing additional regulatory uncertainty, AB 942 could further reduce solar adoption and put existing jobs at risk.

Supporters of AB 942 argue that current NEM structures shift costs onto non-solar ratepayers. However, the California Public Utilities Commission (CPUC)—which regulates rate structures—currently assigns the costs of NEM credits to ratepayers rather than drawing from the profits of IOUs. This regulatory approach has created what appears to be a “cost shift,” though it is rooted in policy design rather than an inherent flaw in solar economics. Meanwhile, rooftop solar provides measurable benefits to the state’s electric grid. According to the CPUC, distributed solar generation provides substantial annual cost savings by reducing the need for transmission lines and grid upgrades, and experts have valued the 20-year net savings from existing solar installations at $2.2 billion.

There is also growing evidence that curbing solar incentives would negatively impact low- and moderate-income communities. A recent report from Lawrence Berkeley National Laboratory shows that solar adoption is increasingly common among households in lower income brackets. These communities are first in line to lose access to cost-saving, clean energy solutions when financial incentives are rolled back.

As the Senate considers AB 942, lawmakers must carefully weigh its stated goals against its far-reaching economic, environmental, and equity impacts. Stakeholders across the state—including homeowners, business owners, solar workers, and housing providers—should review the implications of this bill closely and share their perspectives with elected representatives. If you are a homeowner, business owner, or nonprofit with a stake in solar energy, now is the time to speak up. In a landscape where solar consumers often lack unified representation, engagement is essential. Inaction risks not only diminishing consumer protections and solar participation but also undermining the state’s progress toward its 2045 carbon neutrality goals.

Mid-Year Check-In: What We’ve Accomplished Together So Far

Wed, 18 Jun 2025 20:06:22 GMT

By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce

As we reach the halfway point of 2025, it’s a great time to reflect on the momentum we’ve built together through events, advocacy, partnerships, and growing our membership. This year has already brought new energy and exciting opportunities, and we’re grateful to have you with us every step of the way.

Strengthening Community Connections
We’ve deepened our community engagement through meaningful partnerships with Leadership Santa Cruz County, Event Santa Cruz, Santa Cruz Sister Cities, and our fellow chambers in Aptos, Scotts Valley, Capitola-Soquel, Pajaro Valley, and San Lorenzo Valley. Whether we are cutting the ribbon at Event Santa Cruz’s Midtown Friday Block Parties, co-hosting multi-chamber mixers, or assisting with the upcoming event with author Charles Duhigg at the Rio Theatre, we’ve prioritized being present and building stronger regional relationships.

Welcoming New Members and Inviting Your Voice
This year, we’ve welcomed more than 35 new members into the Chamber family. As we grow, we remain focused on delivering strong value to every member. Your feedback helps us shape our programs and priorities, so we invite you to complete our member survey at bit.ly/scacsurvey. We are already looking ahead to 2026, and we want to make sure our work continues to reflect your needs and goals.

Expanding Events and Learning Opportunities
We’ve added new events to the calendar, including a series of virtual Lunch & Learns designed to provide practical tools for local businesses. We’ve already hosted two successful sessions, one focused on LGBTQ+ inclusion in the workplace, and another on how to assess both physical and virtual ADA compliance to mitigate risk before it becomes costly. These programs reflect our commitment to offering accessible, relevant content that supports business success. Join us for our next Lunch and Learn on July 16th, when we’ll be joined by Jeffrey Brouillette from Zero Patch Consulting and learn about identifying and addressing physical and virtual security threats for our businesses.

We’ve also opened registration for our second Community Leadership Visit of the year, which will take us over the hill to San Jose. This trip will explore the economic opportunity surrounding the 2026 Super Bowl and World Cup, both of which will be hosted in San Jose. We’ll focus on how travel, tourism, and hospitality can drive regional growth. Learn more and register at bit.ly/ChamberCLV

Advocating for Our Business Community
Over the past three months, we’ve proudly advocated for our members at every level of government, including City, County, State, and Federal. From supporting our members at City Council meetings to traveling to Sacramento to advocate with members of the State legislature, we are working to make sure your voice is heard where it matters most.
We’ve also streamlined our advocacy process to make it easier for members to request support on the issues that impact them. You can now submit a request at bit.ly/scacadvocacy, and our Board of Directors will review it. If approved, we are available to provide public testimony, letters of support, and assistance with setting up meetings with key decision-makers.

At our July board meeting, we will consider a set of values and administrative guidelines to help approve common types of requests more quickly. This change will allow us to respond even faster to the needs of our members.

Committed to Continuous Improvement
We are continuing to improve our systems and processes to better serve our members. From new member onboarding to event registration and communication, we are focused on becoming more efficient, accessible, and responsive. We welcome your feedback and ideas as we evolve into the best Chamber we can be.

Your Best Hires Might Be 60 and Beyond

Tue, 10 Jun 2025 14:14:11 GMT

by Diane Cowen, Adult Services Librarian at Santa Cruz Public Libraries

Hiring someone over 60 isn’t only about filling a position; it’s a strategic move that can bring deep experience, diverse perspectives, and long-term stability to your organization.

According to Forbes, older adults are the fastest-growing segment of the American workforce. Yet despite their wealth of knowledge, they are often overlooked. In reality, older workers offer far more than years on a résumé. They bring:

> Decades of experience and expertise

> Cognitive diversity and unique perspectives

> Strong work ethic and reliability

> Commitment to mentoring and knowledge transfer

As Diversity for Social Impact reports, older employees are often more adaptable to change, tolerant of diversity, and less likely to take sick days or engage in workplace conflict. They also play a crucial role in developing and supporting the next generation of workers — all while contributing meaningfully to the local economy and community.

Research shows that traits essential to job performance — such as knowledge, insight, and curiosity — continue to grow well into our later years. A 2021 AARP survey found that older adults re-enter the workforce not only for financial reasons, but to learn, grow, and contribute. Like their younger peers, they actively pursue professional development. Their presence enhances age diversity and drives innovation — benefits often missed due to persistent age discrimination.

Multi-generational teams are often the strongest, most successful teams. Your next great hire might not be a recent grad — they might be 60 or older, bringing skills and stability that can elevate your organization.

That’s why the Santa Cruz Public Libraries are proud to support older adults in their job search. Twice a year, we offer a four-part series:

“What Got You Here Will Get You There” — tailored for job seekers aged 60 and over.

After the series, participants continue to meet monthly with the facilitator for ongoing support, connection, and inspiration. The workshops cover everything from AI to Z: transferable skills, resumes and cover letters, LinkedIn profiles, networking, best job search strategies, and more.

The next series begins August 5 at the Capitola Library.

Let’s expand what it means to be a “qualified candidate.” Sometimes, the best talent comes with a little more work and life experience!

Help Shape the Future of Your Chamber: Take Our Member Survey - Complete the 7-minute member survey for a chance to win 4 passes to the Santa Cruz Beach Boardwalk!

Tue, 03 Jun 2025 14:47:22 GMT

By Kristen Brown, Chamber Executive Director

At the Santa Cruz Area Chamber of Commerce, our mission is to support, connect, and advocate for the businesses and organizations that make our community thrive. As we look ahead, we want to ensure that everything we do, from events and programs to marketing and member services, is aligned with what matters most to you.

That’s why we’re inviting you to take our 2025 Member Survey. It’s a quick 7-minute opportunity to share your thoughts and help shape the future of your Chamber.

Everyone who completes the survey will be entered into a drawing to win four passes to the Santa Cruz Beach Boardwalk. It’s our way of saying thank you for sharing your time and insights.

Whether you’ve been a member for years or just joined recently, your feedback is incredibly valuable. The survey is your chance to let us know what’s working, what you'd like to see more of, and how we can better serve you.

We want to hear your thoughts on:

> Event programming: Are our networking and educational events meeting your needs?
> Marketing opportunities: Are you getting the visibility and promotion your business deserves?
> Member services: What tools, resources, or support would help your organization succeed?
> Communications: Are our updates and newsletters helpful and relevant?
> Advocacy: Are we representing your interests at the local and regional level?
> Plus: Refer a new member!

The survey also includes an opportunity to refer another organization to join the Chamber. If your referral becomes a member, you’ll receive 10% off your 2026 Chamber membership. This discount applies up to our Executive Membership Level.

Click here to take the survey!

Thank you for being an essential part of the Santa Cruz Area Chamber. We appreciate your partnership and look forward to hearing from you.

Looking Ahead: How the Chamber Is Preparing Our Community for the Economic Impact of the 2026 Super Bowl and FIFA World Cup

Tue, 27 May 2025 23:38:04 GMT

By Kristen Brown, Chamber Executive Director

The Santa Cruz Area Chamber of Commerce is actively preparing for a historic moment. In 2026, two of the world’s most significant sporting events will be held in nearby Santa Clara. Super Bowl LX will take place on February 8th, 2026, at Levi’s Stadium. Later that summer, the stadium will serve as a FIFA World Cup venue, hosting five group stage matches in June and one Round of 32 match in July. Combined, these events are projected to attract around 460,000 additional visitors to the region. Santa Cruz County businesses are in a strong position to benefit from this rare economic opportunity.

This level of global attention in our region will undoubtedly have an impact on Santa Cruz County. While the increase in visitors may present logistical and public safety challenges, it also creates significant opportunities for tourism, new partnerships, and economic growth. Hotels, restaurants, shops, wineries, and local attractions all stand to benefit from the regional exposure these events will generate.

The Chamber has already begun working with business leaders, local jurisdictions, and regional stakeholders to assess how the Santa Cruz area can prepare. Our focus is on creating strategies that offer both economic benefit and community value. Priorities include:

> Supporting the planning and permitting of community watch parties, festivals, and public gatherings that allow residents and visitors to celebrate while driving local spending

> Encouraging partnerships between businesses, nonprofit organizations, and cultural institutions to highlight Santa Cruz as a vibrant and welcoming destination

> Coordinating with elected officials and public agencies to address transportation, infrastructure, and public safety needs in advance

> Collaborating with regional partners to ensure Santa Cruz is included in broader visitor outreach and planning efforts

To support these goals, the Chamber is organizing a two-day Community Leadership Visit to San Jose and Santa Clara County in early-September. This visit will include meetings with transportation experts, local government leaders, fellow Chambers of Commerce, and representatives from the San Jose Airport, among other exciting opportunities yet to be announced. The purpose of the trip is to learn how other communities are preparing, determine opportunities for collaboration and partnership, and identify best practices that Santa Cruz can adapt to strengthen our local readiness.

The Santa Cruz Area Chamber is committed to helping our members and our community take full advantage of this once-in-a-generation tourism opportunity. With early planning, strong collaboration, and a focus on inclusive community participation, we can make sure that we are ready to welcome the world and benefit from the visibility and energy these events will bring.

Stay tuned for more information about the Community Leadership Visit. If you have questions or would like to express interest in joining the trip, please contact Santa Cruz Area Chamber Executive Director Kristen Brown at kbrown@santacruzchamber.org

Navigating Uncertainty: Key Takeaways from California’s May Budget Update

Wed, 21 May 2025 14:28:49 GMT

By Kristen Brown, Chamber Executive Director

Governor Newsom released the May Revision of the proposed 2025/2026 state budget last week, reflecting a more cautious outlook in light of economic uncertainty. The revised plan responds to a projected deficit and outlines steps to stabilize the state’s finances while maintaining core investments.

The revised budget highlights a shift from earlier expectations of modest growth. Slowing job creation, rising inflation, and policy shifts at the federal level, particularly around tariffs and immigration, are creating new headwinds for California’s economy. While the state remains a global economic powerhouse, the outlook for the next few years points to slower growth, less hiring, and tighter household budgets.

For Santa Cruz County’s employers, this translates into a more challenging operating environment. Workforce and consumer pressures are growing, especially in high-wage sectors like tech, manufacturing, and professional services. Housing development is also likely to slow, further straining affordability and talent retention.

The May Revision avoids broad tax increases and instead relies on borrowing, fund shifts, and reserve withdrawals to balance the budget. At the same time, it includes cuts to Medi-Cal that would impact access to care for low-income residents, including older adults and people with disabilities.

There are also key workforce-related updates that matter locally. The state continues to support job training and apprenticeship programs, with additional funding for construction trades, public works systems, and federal workforce partnerships. However, not all programs are protected - career education coordination efforts saw reduced funding.

Despite fiscal constraints, the state is pursuing changes to how it manages its rainy-day fund, seeking voter approval to raise caps and build more savings in the future. These structural reforms could help provide greater long-term stability.

As lawmakers negotiate the final budget, the Chamber will continue to track developments that affect local employers, workforce pipelines, and essential services. Business leaders should stay engaged. Policy decisions made in the next few weeks will shape the conditions we operate in for years to come.

If you’d like to learn more, you can dig into the Governors May Revise, here.

The Chamber Welcomes United Way CEO Yvette Lopez Brooks to Our Board of Directors

Wed, 14 May 2025 15:35:52 GMT

By Kristen Brown, Chamber Executive Director

The Santa Cruz County Chamber of Commerce is excited to welcome Yvette Lopez Brooks, CEO of United Way of Santa Cruz County, to our Board of Directors.

Yvette was appointed to fill the board seat previously held by her predecessor, Keisha Browder, who represented United Way during her time as CEO. With Keisha’s departure earlier this year, the Chamber board unanimously voted to seat Yvette, continuing our strong and valued partnership with United Way.

Yvette brings deep community knowledge and a collaborative leadership style to the Chamber. As the former Mayor of Capitola and now head of one of the county’s most impactful nonprofit organizations, she has a longstanding commitment to building equity, opportunity, and connection across our region.

Commenting on her new role as a Chamber board member, Yvette shared, “I am thrilled to be part of such a fundamental organization focused on the uplifting of people and local businesses. Driving economic development is imperative to Santa Cruz County and I am lucky to work alongside the new ED Kristen Brown, who I know will help facilitate the journey.”

We’re especially thrilled to be teaming up with United Way for this year’s Stuff the Bus school supply drive, which will be highlighted at our July Women in Business Lunch featuring guest speaker Morgan Lukina. This initiative provides essential school supplies to students in need and reflects the shared mission of our two organizations to invest in local families and future leaders.

We’re grateful to have Yvette at the table and look forward to working together to strengthen the Santa Cruz County community. Please join us in giving her a warm Chamber welcome!

Santa Cruz Area Chamber Joins UC Santa Cruz in Sacramento to Advocate for Higher Education Funding

Thu, 08 May 2025 12:13:25 GMT

By Kristen Brown, Chamber Executive Director

Earlier this week, the Santa Cruz Area Chamber proudly joined UC Santa Cruz leadership in Sacramento for UC Advocacy Day, an important opportunity to highlight the impact of the University of California system and advocate for continued state support. Together, we met with key state leaders, including Senator John Laird, Assemblymember Gail Pellerin, Assemblymember Dawn Addis, and staff from the offices of Assemblymember Patrick Ahrens and Speaker Robert Rivas, to discuss the crucial role UC Santa Cruz plays in our regional economy and statewide innovation.

We shared our appreciation for their longstanding support of higher education, while also emphasizing the challenges ahead. With one-third of UC’s funding coming from the state and increasing threats to federal support, strong and consistent investment from California is essential to preserving UC’s ability to serve students, drive research, and power our local economy.

UC Santa Cruz generates over $2 billion in economic activity across the Monterey Bay region and supports more than 18,000 local jobs, from faculty and staff to students and contractors. The university’s reach extends far beyond campus, contributing $190 million in federal and $131.4 million in state and local taxes, bolstering essential public services that benefit all Californians.

UCSC also leads in innovation, with nearly $190 million in research funding and 154 active patents fueling startup activity and advancing emerging industries. These efforts strengthen the region’s long-term economic resilience and provide compelling opportunities for young residents to stay, grow their careers, and give back to their communities.

Melissa Whatley, UC Santa Cruz Government and Community Relations Director reflected on the event, noting, “UC Santa Cruz is grateful to have the voice and partnership with the Santa Cruz Chamber at this year’s UC Advocacy Day in Sacramento. By joining our campus and other UCs across the state, the Chamber helped to demonstrate to lawmakers the importance of state funding for higher education to our communities and the economic and workforce development benefits for our region.”

The Chamber is grateful for the opportunity to stand alongside UC Santa Cruz and our elected officials to ensure this vital institution remains strong. As difficult budget decisions loom, we are hopeful our leaders will continue to prioritize investment in UC as a key driver of equity, opportunity, and economic growth throughout the state.

Chamber Supports AB 1104 to Help Small Businesses Access Solar Energy

Wed, 30 Apr 2025 21:58:57 GMT

The Santa Cruz Area Chamber of Commerce is proud to announce our support for AB 1104 (Pellerin): The Small Business Renewable Energy Access and Protection Act, a bill that will make it easier and more affordable for small businesses to install solar energy while continuing to uphold strong worker protections.

Right now, because of changes made under a previous law (AB 2143), even small rooftop solar installations are classified as public works projects. This means small business owners must take on the same heavy administrative and legal responsibilities as a government agency. Tasks like registering with the Department of Industrial Relations, managing compliance oversight, and handling formal contract specifications have placed a huge and often overwhelming burden on small businesses.

AB 1104 offers a smart solution.

The bill makes important updates to the Public Utilities Code to better support small-scale renewable energy projects under one megawatt. It would:

> Clarify that small businesses hiring licensed contractors to install solar are not considered "awarding bodies," removing complex compliance duties that were never intended for private small business owners.
> Maintain prevailing wage and apprenticeship standards for contractors to ensure that workers continue to be paid and trained fairly.
> Protect small business owners from penalties tied to contractor mistakes, allowing contractors a 90-day period to fix any violations and pay any owed wages before any fines are issued.
> Preserve eligibility for valuable energy programs like net energy metering (NEM) and net billing, even if a contractor error occurs, as long as it's corrected within the cure period.
> Expand the definition of "independent solar energy producer," allowing a single solar system to serve up to 20 entities (like tenants in a business complex) without triggering full utility regulation - making shared clean energy more feasible.

Why AB 1104 Matters

California has set ambitious clean energy goals, and small businesses want to be part of the solution. But the unintended consequences of AB 2143 have made it unnecessarily difficult and expensive for small business owners to go solar. AB 1104 strikes the right balance—protecting workers while removing barriers that have held businesses back. It also better aligns California’s policies with federal clean energy initiatives under the Inflation Reduction Act.
Supporting bills like AB 1104 means:

> Lower energy costs for small businesses.
> More investment in local clean energy infrastructure.
> Strong protections for workers.
> A boost to our regional economy and environment.

James Allen, CEO of Allterra Solar, a leader in Santa Cruz’s solar industry, shared why this bill matters to local businesses:

“The current rules have created unnecessary barriers for small businesses that want to add solar to their building. At Allterra Solar, we've had to shift our focus away from commercial projects because of the added red tape. AB 1104 would help remove those obstacles and make it more practical and affordable for local businesses - like your neighborhood dentist or corner market - to install solar and reduce their energy costs. It's a step in the right direction for clean energy and economic common sense."

The bill recently passed the Assembly Labor and Employment Committee and is now moving forward to the Utilities and Energy Committee. The Chamber will continue to advocate for its passage as it advances through the legislative process.

About Chamber Advocacy

The Santa Cruz Area Chamber of Commerce is the only Chamber in the county that offers direct advocacy services for its members and local organizations. We believe advocacy is a critical part of strengthening our business community and ensuring that local voices are heard at all levels of government.

We invite Chamber members and community organizations to submit an Advocacy Request Form if you would like the Chamber to consider taking a position on an issue, project, or piece of legislation.

Here’s how the process works:

> Chamber member requests are automatically reviewed by our Board of Directors.
> Non-member requests go through a two-step Board vote: first, the Board votes on whether to consider the issue; then, if approved, the Board votes on whether to officially adopt a position.

We take this responsibility seriously - every advocacy position is thoughtfully vetted to ensure it aligns with the Chamber’s mission to support a vibrant, inclusive, and resilient economy in Santa Cruz County.

To submit a request, please fill out our advocacy request form, here.

You're Invited: Join Me for a Deep Dive into Company Culture at the SBDC Small Business Summit on May 9th

Tue, 22 Apr 2025 16:15:36 GMT

By Chamber Executive Director, Kristen Brown

I’m excited to announce that I’ll be moderating a panel at this year’s Small Business Summit, hosted by the Small Business Development Center, on Thursday, May 9th at Cabrillo College. The panel, titled “Culture by Design: Building a Thriving Workplace from the Inside Out”, will bring together an incredible lineup of local leaders to explore what it really takes to build and sustain a strong, intentional workplace culture. This topic is especially important for small business owners looking to strengthen their teams, attract top talent, and lead with purpose in an ever-changing business landscape. If you’re planning to attend, you can receive 30% off your ticket with the code SBDCSBS30 at santacruzsmallbusinesssummit.com.

Workplace culture isn’t just a buzzword - it’s the foundation for everything from employee engagement to customer experience. A strong culture can fuel innovation, create alignment, and serve as a competitive advantage. But great culture doesn’t happen by accident—it’s the result of thoughtful leadership, clear values, and consistent practices that bring those values to life every day. During the panel, we’ll explore how culture differs from brand, how to build trust and cohesion in hybrid or in-person teams, and what to watch for when a once-healthy culture starts to go off track.

Our panel includes four incredible leaders from the Santa Cruz business and education community: Jules Greenspan, Executive Coach and Co-Founder of Ignite Nexus; Omid Aminifard, Vice President and General Manager of the Santa Cruz Seaside Company; Kamala Green, Associate Vice Chancellor and Chief Human Resources Officer at the University of California, Santa Cruz; and Chris Murphy, President of the Santa Cruz Warriors and Senior Vice President of Franchise Development for the Golden State Warriors. They’ll share candid insights and practical strategies for designing cultures that reflect an organization’s core values and drive long-term success.

If this conversation sparks ideas or resonates with the work you're doing in your own organization, we’d love to hear from you. The Chamber is always looking to feature local businesses in our newsletter and across our social media channels. If you’re a Chamber member and want to share your culture story - what makes your workplace special, how your team works together, or what you've learned along the way - please reach out. This is a great opportunity to spotlight your people and your purpose, and to inspire others in our business community. Let’s keep this important conversation going, together.

Faster and Reliable Internet Is on the Way to Our Central Coast Communities

Tue, 25 Jun 2024 07:00:00 GMT

Rural and underserved areas of Santa Cruz County are about to get some relief as the California Public Utilities Commission has allocated $45 million to Monterey, Santa Cruz, San Mateo and Santa Clara counties directed to our rural and underserved areas around the Central Coast. The projects will bring new high-speed internet access to households in underserved areas around the Central Coast, with much-needed infrastructure upgrades that will also improve access for thousands of others within the next two years. It’s all part of the state’s ambitious goal of getting broadband access to 98% of state households by 2032.

Our readers may recall at the height of the pandemic when schools went to a remote learning system young students in the south county would sit outside a fast food restaurant to access the internet to do their homework. These students resided in neighborhoods that had limited to no access to the internet from their homes. Cruzio, our local ISP provider, stepped forward to help those students. The COVID-19 pandemic, which saw the shift to remote school and work, was cited as an example that the young south county students raised the bar of concern. Later, California lawmakers have made improving internet infrastructure a core initiative, and in 2021, state officials approved legislation to allocate $6 billion to bring equitable, affordable high-speed broadband service to all Californians by building one of the largest high-speed broadband internet projects in the nation.

The CPUC and its California Advanced Services Fund have allocated funding to three separate projects. Surfnet Communications will receive $10.8 million for the Three Count Project extending high-speed fiber optic broadband services in rural areas in Santa Cruz, Santa Clara and San Luis Obispo counties. CPUC also awarded $29.48 million to LCB Communications LLC for its project to deploy a hybrid broadband network in the Aromas-San Juan area, bringing service to 1,101 unserved locations in Santa Cruz, San Benito and Monterey counties.

Earlier this year, state officials also awarded $5.65 million to Cruzio for its Equal Access Summits to the Sea Project, which will expand middle-mile broadband infrastructure to 759 unserved locations in Monterey, Santa Cruz, San Mateo and Santa Clara counties, specifically in rural areas at higher risk of natural disasters. “About a third of those are in Santa Cruz County, and the upgraded infrastructure will bring improved access for even more residents,” said Cruzio’s chief operating officer, James Hackett.

Cruzio’s middle-mile infrastructure is “open access,” which means other internet service providers (ISPs) will also be able to use it to offer speedier, more reliable services to their customers. The project is expected to be completed by October 2025.

We have known for years that our rural Santa Cruz Mountains and other areas throughout Santa Cruz County do not have access to internet and higher speed data. These projects coupled with the effort of our business association partner, Monterey Bay Economic Partnership through the Central Coast Broadband Consortium have made internet and higher speed data access a priority. The Chamber is a partner with the consortium. We look forward to the success of these projects that will improve access to high-speed reliable internet services.