This week in Santa Cruz County business: Diving into the 2026 county workforce report; downtown development signs first retail client

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.

Latest county jobs report finds lower-paying jobs dominate local workforce, lagging behind state averages

A new analysis of the region’s economy finds that job quality continues to be a challenge in Santa Cruz County, with more than 57% of local jobs falling into the lowest-paying category – compared to the state average of 54%. Those are jobs defined as Tier 3, which are typically lower-paying and low-skilled, with a median annual salary of $47,600. 

The lower rate of high-paying jobs continues to drive more workers to seek employment outside the county. That’s according to the Santa Cruz County 2026 workforce report, released recently by the county’s Workforce Development Board. The annual analysis provides a snapshot of local employment trends, wage data, worker demographics and factors affecting the job market. 

Just 20% of the county’s jobs are categorized as Tier 1, the highest-paying, high-skill jobs within a region, which includes occupations such as managerial positions, engineers, scientists and computer programmers, with a median annual salary of $125,400. While that’s lower than the rate in nearby Santa Clara County (28.5%) and the state rate of 21.5%, Santa Cruz County outperformed adjacent Monterey County, which counts just 16.1% of jobs in the Tier 1 category.

The report also found that while the county’s population of working-age residents (those ages 25-54) has remained stable over the past five years, it hovers below state averages. The county’s overall population declined by 3.3% over the past five years; all age groups declined except those over 65 years old – that population grew 3.3% during the same time period. 

Other key findings of the report include:

• The residential workforce gap grew, meaning the number of county residents who look for employment outside Santa Cruz County increased. This was especially true for management, business, science and arts jobs, which saw more residents working in those fields take jobs outside Santa Cruz County.
• Jobs in the retail sector fell 5.5%, mirroring national trends as brick-and-mortar stores around the country have closed amid an online shopping boom. Finance and business services jobs also fell, seeing declines of 11.2% and 10.5%. 
• The number of available jobs in tourism, hospitality and recreation grew between 2022 and 2025.
• Three “subregions” within the county – Watsonville, Boulder Creek and the areas near the UC Santa Cruz campus – were deemed to be in economic distress based on criteria including median wages, healthcare access, unemployment rate and housing cost by percentage of income.

The report also provides a deeper dive into some of the county’s apprenticeship programs, including those offered through the county office of education, and calls on local leaders to invest further in similar opportunities to help drive job growth. 

ICYMI: Bookie’s Pizza claims first retail spot at downtown’s Anton Pacific complex

Popular pizza business Bookie’s Pizza is the first commercial business to sign on as a tenant of the new Anton Pacific mixed-use development in downtown Santa Cruz.

Since 2022, Bookie’s has operated inside craft brewery Sante Adairius’ location in midtown Santa Cruz. A move to the new 3,475-square-foot space on the ground floor of the building at 800 Pacific Ave. is expected to happen next year, with the build-out slated to begin soon. Anton Pacific opened up to residents last summer and includes three retail spaces as well. 

Read more from Lily Belli here.

Ch-ch-changes

• New leader tapped to lead Elderday program, longtime early education leader leaves: Nonprofit Community Bridges has hired Steven Matzie as the new program director for the Elderday Adult Day Healthcare, which helps older adults and people with disabilities stay healthy and supported while living at home. He has more than a dozen years of experience serving older adults, caregivers and people with disabilities in Santa Cruz. Meanwhile, Lisa Lindman Holbert will leave her role as director of Community Bridges’ early education division after 17 years. She is taking on a new role with the Cabrillo College education team.

• Santa Cruz Area Chamber of Commerce hires Mara Walls: The Santa Cruz Area Chamber of Commerce has hired Mara Walls as its new member and community engagement coordinator. In this role, she will help strengthen relationships with chamber members, support the organization’s events and programs and serve as a key liaison between the chamber and local business owners. A native of Santa Cruz, Walls has more than 15 years of experience working across customer service, health and wellness, community outreach and event coordination roles.
• Inversion Wines finds new home: Inversion Wines will open its new tasting room at 4650 Scotts Valley Dr., currently home to Valley Oak Veterinary Clinic. The vet clinic is moving to the Target shopping plaza. Inversion closed its tasting room in the Pinnacle Pass Shopping Center on Mount Hermon Road earlier this year in advance of a planned housing project there. No timeline has yet been announced for opening the new tasting room.
• Santa Cruz Millwork opens showroom on Coral Street: Santa Cruz Millwork, a local business specializing in window and door products, has opened a new showroom at 310 Coral St. in Santa Cruz. For over three decades, the company has served local homeowners, builders, architects and designers. 

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

• Part-time Marketing and Social Media Coordinator at Kuumbwa Jazz
• Dining Cook at UC Santa Cruz
• Director of Major Gifts and Planned Giving at Homeless Garden Project
• Early Education Lead Teacher (Infant/Toddler/Two’s) at UC Santa Cruz
• Delivery Driver at Coast Paper & Supply Inc
• Caregiver for Seniors – Part Time at Home Senior Care, Inc.

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

Looking at the numbers

• $791,500: That’s the selling price for the former Fosters Freeze building on Mountain Street in Boulder Creek. The price includes the 1,463-square-foot, freestanding building built in 1973. The Fosters Freeze location closed in January.

Save the date 

• Thursday, July 16: The Santa Cruz Area Chamber of Commerce will hold a workshop with Carmel Business Sales on business transitions and how to create an exit plan. The event takes place from 11:30 a.m. to 1:30 p.m. at the Santa Cruz Veterans Memorial Building at 846 Front St. in Santa Cruz. Details and registration are here.
• Saturday, July 18: The Pajaro Valley Chamber of Commerce and Agriculture will host its 64th annual awards dinner and auction from 4 to 9 p.m. at the Santa Cruz County Fairgrounds. Among this year’s honorees are C&N Tractors and Michele Bassi, chief development officer for Second Harvest Food Bank of Santa Cruz County. Tickets are available here.
• Wednesday, July 29: Santa Cruz Works will hold its next CEO Luncheon with Toby Corey, a seasoned entrepreneur who is now the founder and CEO of BrandCapsule. The event takes place at productOps’ headquarters, 110 Cooper St., Suite 201, in downtown Santa Cruz. Registration and additional details are available here.
• Thursday, July 30: The Santa Cruz Area Chamber of Commerce will hold its next Women in Business luncheon at Joby Aviation’s Santa Cruz headquarters. Joby executives will join Chamber Executive Director Kristen Brown for a panel discussion. The event takes place from 11 a.m. to 1 p.m. at 377 Encinal St., Santa Cruz. Register here.
• Thursday, July 30: The Santa Cruz Area Chamber of Commerce, Pajaro Valley Chamber of Commerce and Salinas Valley Chamber of Commerce will host a business after-hours event at K&D Landscaping in Watsonville, recognizing the business’ 40th anniversary. Networking and a ribbon-cutting will take place between 5 and 7 p.m. at 62C Hangar Way in Watsonville. Register here.

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

Business news worth reading

• DUI driver sentenced in crash that injured Boulder Creek Pizza owner (Press Banner)
• Why are berries everywhere, in every season? Driscoll’s. (The New York Times)
• Between a lot and a high place: With two apartment buildings rising on either side, a car dealer watches the neighborhood change around him (Lookout)

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