Quick Take

In this week's look at local business, Jessica M. Pasko notes an artificial intelligence-powered addition to Santa Cruz County's tourism website, a big distinction for the luxury beachfront La Bahia Hotel & Spa, a new downtown listening lounge and much more.

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.

Visit Santa Cruz County adds AI-based trip planner

As artificial intelligence-powered trip planning gains traction, Visit Santa Cruz County has added a new website feature that lets visitors build personalized itineraries based on their interests, preferences and plans.

Through Mindtrip, an AI platform specialized for the tourism sector, Visit Santa Cruz County’s website will offer visitors itinerary planning alongside curated images,  interactive maps, distance estimates and recommendations. The feature is designed to help travelers discover everything from family-friendly activities to upcoming arts and music events and outdoor adventures. 

Other tourism organizations using Mindtrip include Visit Costa Rica, Discover Puerto Rico, Visit California and See Monterey, among others.

La Bahia Hotel & Spa earns Michelin Key in first year

A view looking down into the open courtyard pool, which overlooks Main Beach and the Santa Cruz Municipal Wharf.
A view looking down into La Bahia Hotel & Spa’s open courtyard pool, which overlooks Main Beach and the Santa Cruz Municipal Wharf. Credit: Kevin Painchaud / Lookout Santa Cruz

Santa Cruz luxury beachside resort La Bahia Hotel & Spa has been recognized with a Michelin Key just a year after it opened. A Michelin Key is the renowned Michelin Guide’s distinction for hotels, equivalent to the Michelin Stars awarded to outstanding restaurants. Similar to the stars program, hotels can be recognized with one to three Keys.

La Bahia was one of more than 2,000 hotels that received one key for 2026. For 2026, 500 hotels received their first keys, more than 80 received upgraded ratings, and 10 countries earned their first representation in the rankings. The program first launched in 2024, and more than 2,800 hotels worldwide are now recognized with at least one key.

Michelin Guide inspectors make repeat, anonymous visits to each hotel before awarding Keys, and properties are evaluated across criteria that includes interior design and architecture, individuality, and quality and consistency in service, comfort and maintenance.

La Bahia opened across the street from the Santa Cruz Beach Boardwalk in September 2025, after 40 years of planning and three years of construction. The hotel features 155 guest rooms, two restaurants, a spa, a rooftop pool and luxury amenities. It’s been largely touted as an opportunity to bring a new kind of luxury travel experience to Santa Cruz County.

ICYMI: Why pay to listen to music? A new Santa Cruz lounge is betting on the power of vinyl

Jeremy Stone inside Sonivore, a music studio and third space he's getting ready to open on Front Street in downtown Santa Cruz.
Jeremy Stone inside Sonivore, a music studio and third space he’s getting ready to open on Front Street in downtown Santa Cruz. Credit: Kevin Painchaud / Lookout Santa Cruz

A local entrepreneur is working to open a new business in downtown Santa Cruz that would give customers a place to experience the power of music on vinyl. Sonivore, to be located on Front Street, will be a listening lounge, where customers can come and pay to hear their favorite records – and check out new sounds. 

Jeremy Stone, a local music producer and studio tech, hopes to bring a new appreciation for the art of listening to music. 

Lookout arts and culture correspondent emeritus Wallace Baine recently spoke with Stone to learn more about the Sonivore vision. Read his piece here.

Ch-ch-changes

  • Cabrillo College becomes first in California to offer college credit for wine certifications: Cabrillo College will become the first community college in California to award college credit for Wine & Spirit Education Trust (WSET) certifications, which are globally recognized wine industry certifications. Students who take classes in Cabrillo College’s wine program can now leverage existing WSET certifications toward their degree or certificate from the program. College officials say this will help fast-track completion of degrees and certifications to help students reduce costs and advance their careers.
From left: UC Santa Cruz faculty members Eric Palkovacs, Natalia Ocampo-Peñuela, Sikina Jinnah and Myriam Telus are among the 12 new fellows with the California Academy of Sciences.
From left: UC Santa Cruz faculty members Eric Palkovacs, Natalia Ocampo-Peñuela, Sikina Jinnah and Myriam Telus are among the 12 new fellows with the California Academy of Sciences. Credit: UC Santa Cruz
  • Four UC Santa Cruz faculty selected for California Academy of Sciences fellowship: The California Academy of Sciences’ newest cohort of fellows includes four faculty members from UCSC. Sikina Jinnah, Natalia Ocampo-Peñuela, Eric Palkovacs and Myriam Telus are among 12 scholars announced earlier this month. The honor recognizes contributions to the natural sciences, and fellows help further the academy’s broader mission through research, public engagement, education and collaboration.
  • Soquel Avenue car dealership shutters: Santa Cruz Volkswagen Chrysler Dodge Jeep Ram has closed, after more than five decades in operation. A sign on the door of the business at 1616 Soquel Ave. said it closed as of Sept. 30. Calls to the business were met with a recorded message stating the store was closed with no further details given, and the website is no longer up. The parking lot was still filled with cars as of Monday, but a sign posted there directed visitors to Watsonville CDJR at 555 Auto Center Dr. in Watsonville for some services. 

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

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Save the date

  • Thursday, Oct. 15: The businesses at 406 Mission St. in Santa Cruz will host an open house from 4 to 7 p.m. That includes Coastal Pilates, Townsend Beauty Bar, Action Chiropractor and acupuncturist Cecile D’Amore. More details here.
  • Thursday, Oct. 15 – Friday, Oct. 16: The Santa Cruz Area Chamber of Commerce will hold its fall community leadership visit in Santa Cruz County. Community leaders will learn about key infrastructure projects in downtown Santa Cruz, learn about upcoming developments and explore various locations in both North and South County. Registration and tickets available here.
  • Friday, Oct. 16: Santa Cruz Junior Guards will celebrate 60 years in existence with an event at the Museum of Art & History from 5:30 to 7:30 p.m. Longtime instructor Jack Dufour and past and present leaders and guards will speak about the organization’s origins. A short film about the organization will also be shown. Tickets are available here.
  • Friday, Oct. 16: Santa Cruz Works and Cat & Cloud will host a company spotlight and roastery tour at 8:30 a.m. Attendees will gain a behind-the-scenes look at the coffee company and get a chance to ask executives and employees about the operation. Register 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. 
  • Thursday, Oct. 22: The Monterey Bay Economic Partnership will host the Creative Economy Summit, bringing together business leaders, community leaders and innovators from Monterey, San Benito and Santa Cruz counties to explore the role that arts and culture play in the region’s economic future. The event will be held from 10 a.m. to 2 p.m. at the Watsonville Civic Plaza. Register here.
  • Friday, Nov. 6: The Monterey Bay Economic Partnership will hold its annual State of the Region conference at the University Center at Cal State Monterey Bay from 8:30 a.m. to 3 p.m. Speakers will represent industries and municipalities throughout San Benito, Monterey and Santa Cruz counties. This year’s keynote speaker is Somjita Mitra, the chief economist for the California Department of Finance. For more details and to register to attend, go here. 
  • Friday, Nov. 13: The Aptos Chamber of Commerce will hold its annual awards dinner and auction from 5 to 9 p.m. at Seascape Beach Resort. For tickets and registration, 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

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Jessica M. Pasko has been writing professionally for more than two decades. She cut her teeth in journalism as a reporter for the Associated Press in her native Albany, New York, where she covered everything...