This week in Santa Cruz County business: Summit on economic opportunities for local arts; Verve workers reach tentative contract; voting underway for Lookout List

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.

Monterey Bay Economic Partnership to hold summit focused on the role of arts in the economy

The Monterey Bay Economic Partnership will host a summit next month in Watsonville focused on the creative economy locally. 

MBEP is a regional nonprofit focused on improving the economic health and quality of life of Santa Cruz, San Benito and Monterey counties. With the Creative Economy Summit, the organization will bring together business leaders, community leaders and innovators from across the three counties to explore the role that arts and culture play in the region’s economic future. 

In addition to serving as a cultural asset, the local arts economy plays a major role in the region’s economic activity. According to the most recent economic impact study from the Arts Council of Santa Cruz County, the county’s nonprofit arts and culture industry generated $68 million in economic activity in 2022.

While speakers for the event are still being finalized, registration is open now. The event will be held Thursday, Oct. 22, from 10 a.m. to 2 p.m. at the Watsonville Civic Plaza.

Verve Coffee Roasters employees reach tentative first contract after forming union

Union employees at Santa Cruz-based Verve Coffee Roasters have reached a tentative agreement with the company on their first contract, after nearly a year of negotiations.

According to organizers with Verve Workers United, part of United Food and Commercial Workers (UFCW) Local 5, the agreement marks a major step forward and includes several key provisions employees fought for. That includes a paid sick leave premium, which UFCW Local 5 spokesman James Araby called a “historic first in the coffee industry.” Employees will receive an additional $5 per hour for scheduled hours covered by paid sick leave starting Jan. 1, 2027.

The agreement also includes job protections around the management of artificial intelligence, and establishes a progressive wage system, stable scheduling and a path forward to full-time employment. That means full-time employment openings will be required to be posted internally first and offered to qualified part-time workers at the cafe before outside candidates are considered. Under the proposed contract, employees at the company’s downtown Santa Cruz cafe will also be eligible for a stipend toward parking fees.

Workers are slated to vote on the contract on Oct. 9. 

Unionization efforts at three Verve locations – on Pacific Avenue and Fair Avenue in Santa Cruz and in San Francisco – launched in September 2025 with employees officially voting to form a labor union the next month.

Read more on what’s in the deal from Lily Belli.

ICYMI: The Lookout List is back

Last year, Lookout launched our first Lookout List, showcasing our readers’ favorite local businesses in dozens of categories. It’s back for 2026, and final voting runs through Sunday, Oct. 18. We’ll start announcing first-place winners and second-place winners on Monday, Nov. 9. For more information and to vote for your favorites, go here: https://thelist.lookout.co/. 

Ch-ch-changes

• Virtual community meeting set for Seabright development: Residents will have the chance to learn more about a proposed housing development on the corner of Soquel and Seabright avenues next week. Santa Cruz city officials have scheduled a virtual community meeting for Tuesday, Sept. 29, to discuss plans for a six-story, mixed-use building at 1214 Soquel Ave. The proposed project, for which a pre-application was filed with the city planning department this summer, calls for demolishing the existing buildings on the busy corner, which currently house multiple local businesses. The project has become something of a flashpoint in the city’s mayoral race, with candidates Ryan Coonerty and Ami Chen Mills each weighing in. The meeting is slated for 6 to 8  p.m., and can be accessed via Zoom or by calling 669-444-9171. It will also be recorded and posted here. 
• Santa Cruz police chief to retire: Bernie Escalante is set to retire next month after more than four years heading up the Santa Cruz Police Department and over three decades with the department overall. Escalante took the role of acting police chief in October 2021, and became the official new chief in April 2022. His official retirement date is set for Oct. 30.
• Joby completes first autonomous flight across the U.S.: Santa Cruz-based Joby Aviation conducted its first fully autonomous flight across the country last week. The converted Cessna Caravan, equipped with Joby’s autonomous technology, flew more than 3,000 miles before landing in North Carolina. A human pilot was on board the vehicle, but Joby officials say the pilot didn’t have to provide control inputs. The flight marks a major step for the company, which is currently working to gain the necessary federal certifications to launch commercial service of its electric helicopters.
• Watsonville-based construction company joins Silicon Valley accelerator: Granite Construction is now a member of Plug & Play’s Real Estate and Construction Program. The Silicon Valley-based organization serves as a combination business accelerator program and networking center, connecting startups with investors, corporate leaders and universities to drive innovation and technology advancements. For Granite, the partnership offers an opportunity to collaborate on new ways to apply new and emerging technologies to how infrastructure is planned, built and maintained.
• Surfing museum to mark 40 years this weekend: The Santa Cruz Surfing Museum will celebrate its 40th anniversary Saturday, with a public event from noon to 2:30 p.m. The museum opened at the Mark Abbott Memorial Lighthouse in 1986, the result of a community effort led by local surfing organizations and the Santa Cruz Parks and Recreation Department.

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

• Recording Services Supervisor at The County of Santa Cruz
• Early Education Teacher (Preschool) at UC Santa Cruz
• Utility Service Technician / Utility Service Specialist at Scotts Valley Water District
• Behavioral Support Specialist at BalanceSCC
• Operations Coordinator at UC Santa Cruz

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

Save the date

• Wednesday, Sept. 23: The Aptos Chamber will hold its annual community showcase and artisan market at Seascape Golf Club in Aptos from 4 to 7 p.m. The event will also feature booths providing storm preparedness tips for businesses. Business owners interested in participating can sign up here.
• Wednesday, Sept. 30: The next Women in Business mixer is slated for 5 to 7 p.m. at Grey Bears’ facility at 2710 Chanticleer Ave. in Live Oak. Anyone who brings a can of food to donate will be entered in a raffle. Register here.
• Thursday, Oct. 8: The Santa Cruz Area Chamber of Commerce will host its next Women in Business Summit from 9 a.m. to 3 p.m. at Mission Springs, 1050 Lockhart Gulch Rd., Scotts Valley. Registration is here.
• Saturday, Oct. 17: The Startup World Cup, a global competition and conference for startups, is coming to Santa Cruz. Those interested in participating must apply to be selected for a chance to pitch their company and win an opportunity to represent Santa Cruz at the national competition in San Francisco. The event will be held at The Catalyst nightclub in downtown Santa Cruz from 9 a.m. to 5 p.m. To purchase tickets, go here. 

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

Business news worth reading

• Driscoll’s gave China its blueberries—then China swiped the secret to growing them (The Wall Street Journal)
• ‘It’s awful’: How tariffs, soaring fuel costs and higher interest rates are squeezing American companies (CNBC)
• California is poised to get $1.4 billion for broadband. But there’s a huge catch. (CalMatters)

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