By Mat Weir
June is just around the corner and that means a couple of things in Santa Cruz. First, summer is almost here. Second, get ready for tourists to swarm our beaches. Third, it’s time for the City of Santa Cruz and Event Santa Cruz’s Midtown Fridays Summer Block Parities!
A staple in Midtown Santa Cruz since 2021, the Summer Block Parties are a great way for Santa Cruzans to come together, in the open air and celebrate something we all love: Santa Cruz!
“It’s become my favorite event of the year,” says Event Santa Cruz’s Matthew Swinnerton and organizer of annual weekly parties. “It’s such a cool experience and I’ve never seen more pure joy at any of our events.”
Every year Event Santa Cruz takes over the parking lot at 1111 Soquel Ave., and transforms it into a one-stop party shop with food, artisan vendors and music. Swinnerton even brings the cozy, at-home vibes with chairs, palm trees, astroturf and stringed lights. It’s not just an event, it’s a weekly gathering place for friends, family and new acquaintances to enjoy life.
This year kicks off on Friday, May 29th with Santa Carla’s favorite vampires, James Durbin & the Lost Boys with openers JAM and the Buttered Biscuits. The party continues each week with an exciting and eclectic mix of music from bands like Trestles, Fire Peach and The Rumba Madre. Yearly attendees will recognize some of groups from past years such as Ancestree and the Ripatti and Rose Band.
“It’s such a great community event that didn’t exist before Covid,” says guitar player, songwriter and singer Dylan Rose. “It’s super fun! The days are always beautiful, there’s tons of people and everyone is ready to party.”
Rose is a veteran Midtown Fridays Summer Block Party alumni. He’s one of the very few who has performed every year whether it’s with his band or as part of James Durbin and the Lost Boys. Last year attendees got a special treat when he performed a couple of Black Sabbath songs in honor of Ozzy Osbourne who had just passed.
“Matthew Swinnerton has really thrown himself into the Santa Cruz Music Scene and bolstered it, especially coming out of Covid,” Rose says. “He’s got a really good read on what people actually want.”
Then there are newcomers to the party like funk rapper Amp Melo. Born and raised in Santa Cruz but now living in San Jose, Amp Melo brings the party in a way only someone with both feet on either side of the hill can. He raps about real life, what it’s like to grow up in the Bay living paycheck to paycheck along with turning things up with his infectious jams.
“I’m taking things a little deeper in the funk direction,” he says, citing artists like Rick James and Zapp & Roger as inspiration. “Creating grooves that make people move more.”
And move is just what attendees will do when he brings his band with live keys, flute, bass–and yes, a DJ too.
While this is his first year performing the Midtown Fridays Summer Block Party, Amp Melo is also the manager for Santa Cruz reggae sons, The Expendables, and was there when the band played the 2023 season finale.
“It was so cool and felt organic,” he says. “People came out to a gig like they would back in the day. People want to be outside and experience something instead of being on their phones all the time. It was a moment like I remember growing up.”
This year’s season closes out on August 28th with returning favorites, Alex Lucero Band.
Of course, music is only one of the weekly attractions.
Every year dozens of local jewelry makers, crafters and artists come out to showcase their wares. And what party isn’t complete without some tasty treats?
Whether it’s hot dogs, arepas, or tacos, the Midtown party always has a ton of savory and sweet flavors ready to be experienced. And yes, before you ask, one of the yearly favorites is returning, Cracked Cookies.
“It’s always such an exciting night for the community,” says Chef Matt Lemons, the man behind the addictive desserts. “There’s also a nice culture among the vendors so it’s great to return and see familiar faces.”
Just like the parties themselves, Cracked Cookies were born out of the Covid pandemic lockdowns. At the time Lemons was a chef at a restaurant that had a dessert similar to the cookies he would be famous for. It was a regular customer who told him they would eat it at room temperature instead of warm as intended.
“The light bulb clicked on and I started working on the R&D to stabilize it,” he remembers.
Once he figured out the recipe he packaged them in groups and BAM! the Cracked Cookie was born. Along with favorites like The Original, The S’more and The Churro cookies, Lemons always brings a rotating cast of new, limited and seasonal flavors. But be warned, they are so addicting the line always forms early and never dissipates until all the cookies are gone so the best advice is to hit Lemons’ booth first to ensure maximum party time.
For Swinnerton, booths like Cracked Cookies or novelties like the beach balls, glow sticks and other accouterments he brings every year are what the Midtown Fridays Summer Block Parties are all about.
“At every event I want to do something people do not expect,” he says. “I always tell the bands, ‘Let’s make a moment’ because I want these to be something special people will remember.”
EVERY FRIDAY MAY 29 – AUGUST 28
5:00 PM – 8:30 PM
Midtown Santa Cruz • 1111 Soquel Ave
2026 LIVE MUSIC LINEUP
May 29 – James Durbin and The Lost Boys (Opening Band JAM and the Buttered Biscuits)
June 5 – TBA
June 12 – Salsa By The Sea with Dj It’s Dancing Time
June 19 – Ribsys Nickel
June 26 – Soul Good Entertainment Take Over ft Skinny Hendrixx & The Earthtones
July 3 – Santa Cruz Latin Collective
July 10 – Hijinx
July 17 – Ancestree
July 24 – Ripatti Rose Band
July 31 – Amp Melo with Special Guest
August 7 – Trestles
August 14 – Fire Peach
August 21 – The Rumba Madre
August 28 – Alex Lucero Band – Finale
