This week in Santa Cruz County business: Woodstock’s union moves forward, Joby’s big acquisition, replacement eyed for Ella’s at the Airport

Each week, we’re taking a closer look at the movers and shakers, the growth of industries and what’s really driving the Santa Cruz County economy. I’ll be spotlighting some of the biggest areas for opportunity, updates on local development and all things underpinning the regional business scene each Wednesday.

Got ideas? Send them my way to news@lookoutlocal.com with “Business News” in the subject line.

Woodstock employees vote in favor of union

Employees at Woodstock’s Pizza have voted to unionize, after a group of employees raised the idea earlier this year. 

The Woodstock’s Employee Alliance will be an independent labor union, not affiliated with any established labor unions, and will cover around 70 to 80 of the downtown pizzeria’s employees. 

Following the formal vote held late last week, the union will now move to the collective bargaining stage, where its representatives and company leadership will try to  reach an agreement on a contract. Managers at the Santa Cruz store declined to comment Tuesday on the unionization efforts.

Last month, employees involved with the effort to unionize told Lookout they took action over concerns around long hours and stagnant wages.

These efforts involve the employees only at Woodstock’s Santa Cruz location and doesn’t affect the company’s other locations in California, including Davis, Chico, San Diego, Isla Vista and Pacific Beach. 

Joby Aviation to acquire New York-based helicopter company for $125 million

Santa Cruz-based electric air taxi company Joby Aviation announced this week that it’s purchasing a New York City-headquartered helicopter company to help accelerate its journey to commercial service.

Blade Air Mobility provides scheduled flights between Manhattan and John F. Kennedy International Airport or Newark Liberty International Airport, and also offers service in Monaco and France. The $125 million deal includes Blade’s helicopter taxi service and chartered jet service; it doesn’t include the company’s medical division, which helps transport organs for donation. That latter division will remain an independent company, but will partner with Joby on medical transportation services in the future.

The acquisition gives Joby access to new markets and infrastructure (like areas for landing) in key areas as it continues efforts to launch commercial service, with a goal of starting its U.S. service in New York City and Los Angeles. Company officials have said previously that they will launch service first in Dubai, which is anticipated sometime in 2026.

Joby’s electric air taxis are designed to carry a pilot and four passengers at speeds of up to 200 mph. The company plans to operate its commercial services similarly to Uber or Lyft, with customers using a mobile app to hail a ride.

Before service in the U.S. can begin, Joby must complete Federal Aviation Administration certification. Earlier this year, company officials said they expected to begin flight testing for Type Inspection Authorization, the final stage of the certification process, before early 2026.

In other Joby news, the company also said it will partner with a Florida business to create a new type of aircraft for the defense industry. Joby will work with L3Harris on a hybrid vertical takeoff and landing (VTOL) aircraft that can either be piloted or operate autonomously. Flight testing is expected to start this fall.

ICYMI: After Ella’s closure, Watsonville airport considers three proposals for new restaurant

Watsonville Municipal Airport officials are weighing proposals for a new operator to run the restaurant space vacated by Ella’s earlier this summer.

As Lily Belli reported last week, the airport is currently considering three applications, with officials hoping to have a new tenant in place before the end of the year. While 10 people expressed interest, just three completed applications and were invited to submit business proposals for the space, which is owned by the City of Watsonville.

Ch-ch-changes: Openings, closings and other developments

• County hires new health services director: The assistant director of behavioral health for Ventura County has been tapped to head up Santa Cruz County’s Health Services Agency. Connie Moreno-Peraza will oversee the work of around 660 employees and a budget of more than $308 million. She replaces Monica Morales, who announced her departure from the agency two months ago. 

• The Point opens third location in Scotts Valley: The Point Market, which has locations in Pleasure Point and downtown Santa Cruz, has opened a third location in the former Flashbird spot on Mount Hermon Road. The new location brings the Point’s beloved breakfast burritos and more, as Lily Belli reported. 
• Scotts Valley Chamber of Commerce director to step down: Danny Reber will leave his position as executive director of the Scotts Valley Chamber of Commerce this fall after 10 years. Reber is leaving to become the new executive director of Valley Churches United, a Ben Lomond-headquartered nonprofit food pantry organization that serves the San Lorenzo Valley, Scotts Valley and Bonny Doon. Reber replaces executive director (and former Santa Cruz mayor) Lynn Robinson, who is retiring after a decade in the role. 
• Santa Cruz-based medtech company raises $27.3 million: Versa Vascular, a medical device startup, announced it has raised over $27.3 million in funds to help drive its growth. The company is focused on technology for a minimally invasive method of treating tricuspid valve disease, a condition in which the tricuspid valve, which separates the right atrium and right ventricle of the heart, doesn’t function properly. Among the investors is Santa Cruz Ventures, an investment fund focused on companies in Santa Cruz, Monterey and San Benito counties. Versa Vascular, headquartered in the Westside’s Old Wrigley Building, was founded in 2020. The company grew out of a local tech incubator called Occam Labs, which also spawned Capstan Medical, another locally based company focused on treating a different type of heart disease. 

Got hires, promotions, or departures to report? Send them to news@lookoutlocal.com with the subject line “Career changes.”

What’s new on the Lookout Job Board

• Human Resources Specialist at San Lorenzo Valley Water District
• Development Director at Housing Authority of the County of Santa Cruz
• Dining Principal Food Service Worker at UC Santa Cruz
• Human Resources Representative at Central California Alliance for Health
• IBSC Program Manager at UC Santa Cruz

Want more? Browse all openings on our job board. | Hiring? Post your job today!

Looking at the numbers

• 75%: That was the hotel occupancy rate for Santa Cruz County hotels in June, which was down slightly from the occupancy rate (76.4%)  in June 2024. The average daily room rate ($174) also saw a slight drop compared to the same time last year. Short-term rental occupancy (38.8%) was also down compared to June 2024 (52.9%), but the average daily rate rose from just over $399 to over $439. Occupancy for both short-term rentals and hotels were up compared to May 2025 as the summer tourism season kicked off. That’s according to the latest numbers from Visit Santa Cruz County, the county’s nonprofit tourism marketing organization. In May, officials from the organization told Lookout they were preparing for a slightly subdued tourist season amid concerns around tariffs and immigration policies. 

Save the date 

• Thursday, Aug. 7: A grand opening and ribbon-cutting is set for the new gift shop at the Museum of Art & History in downtown Santa Cruz. The event, taking place from 4:30 to 6:30 p.m., includes refreshments and remarks.
• Thursday, Aug. 14: The Santa Cruz Area Chamber’s Community Affairs Committee will hold its next monthly meeting from noon to 1:30 p.m. via Zoom. This month will focus on local housing projects, with updates on the proposed mixed-use housing development at Thurber Lane and Soquel Drive, city of Santa Cruz housing measures and more. 
• Wednesday, Aug. 20: The Santa Cruz Area Chamber of Commerce hosts a fireside chat with California’s state treasurer, Fiona Ma, from 2 to 5 p.m. The event takes place at the Back Nine Grill and Bar, 555 Highway 17, Santa Cruz. Registration here.
• Thursday, Aug. 21: The Santa Cruz Area Chamber of Commerce will hold its next “business after hours” event at Community Foundation Santa Cruz County. The nonprofit’s director of engagement and impact, Kevin Heuer, will share information about board opportunities with the organization. Refreshments and networking are also on the docket from 5:30 to 7:30 p.m. at the organization’s headquarters at 7807 Soquel Dr. in Aptos. Registration and details here.
• Friday, Oct. 17: Registration is now open for the 2025 State of the Region event, hosted by the Monterey Bay Economic Partnership. The event takes place at the University Center at Cal State Monterey Bay in Seaside from 9 a.m. to 4 p.m. The event focuses on economic opportunities and challenges in Santa Cruz, Monterey and San Benito counties. This year’s speakers haven’t been announced yet. 

Add your business or networking events to Lookout’s free public calendar, BOLO. Click here to add your event.

Business news worth reading

• A wealthy California town is about to lose both of its dive bars (SF Gate)
• Trump’s tax Bbill expands farm subsidies. Not all farmers will benefit. (The New York Times)
• Las Vegas is down on its luck as tourism drops. Why it’s kind of California’s fault (Las Vegas Review-Journal)

Have something to say? Lookout welcomes letters to the editor, within our policies, from readers. Guidelines here.