Quick Take

Shawn Peterson takes over for Karen Delaney at a powerhouse local nonprofit, a revival for a Soquel institution and names, numbers and dates to know – Jessica M. Pasko runs it all down in her weekly survey of Santa Cruz County business.

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.

Permanent executive director appointed for Volunteer Center of Santa Cruz County

Shawn Peterson will serve as the new executive director of the Volunteer Center of Santa Cruz County following the retirement of longtime director Karen Delaney.

Peterson has served as interim director of the organization since January, following Delaney’s announcement that she would step down from the role after more than four decades. Delaney officially retired July 31. 

After conducting a nationwide search, the organization’s board of directors opted to hire Peterson for the position permanently. He has been with the Volunteer Center’s leadership team for a decade. He was initially promoted to director of operations and impact following a monthslong planning process in anticipation of Delaney’s retirement.

In a statement announcing the decision, Delaney said she believes Peterson “is the perfect person to lead the center toward a bright future of transformative engagement. His talents and his heart put him at the top of any search and I could not be more excited about this decision.”

The Volunteer Center was founded in 1967, and with Delaney at the helm, the organization transformed into one of the largest such centers in the country. It currently manages 19 programs and works with more than 300 nonprofit and agency partners annually. 

ICYMI: Coming home to Casalegno’s: Descendants set to reopen historic mountainside market this fall

Matt and Marissa Kotila lived at the Casalegno’s store as newlyweds and young parents in the early 2000s, and said reopening it feels like a “full circle” moment. Credit: Kevin Painchaud / Lookout Santa Cruz

A historic country store and family farm in the Santa Cruz Mountains will be reunited this fall under the care of Matt and Marissa Kotila, local residents and descendants of the family that once ran both entities.

For two decades, Casalegno’s country store and the family farm on Old San Jose Road in Soquel have operated under different owners. Now Matt Kotila, whose mother was a Casalegno, and his wife are working to unite the store and the farm once again. The couple has operated the family estate for over 20 years, growing produce for nearby markets, and they hope to open their new store in September. They’re currently building out the space, with plans to highlight local products in addition to offering coffee, drinks and sandwiches to go. Read more from Lily Belli here.

Ch-ch-changes

  • New associate chancellor starting at UC Santa Cruz this month: Alison Sanders will start her new role as associate chancellor and chief of staff at UCSC on Aug. 17. Sanders has more than 25 years of experience in higher education, including her most recent role as assistant vice chancellor for academic affairs and chief of staff in UC San Diego’s executive vice chancellor’s office. In her new role, she will be responsible for helping to support and implement Chancellor Cynthia Larive’s goals and vision.
  • Men’s clothing shop opens in Capitola Village: Village Threads, a new men’s clothing retailer, opened this past weekend at 208 Monterey Ave. in Capitola. The store focuses on premium men’s brands, including Faherty, Flag & Anthem and more.

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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Looking at the numbers

  • 4.4%: That’s how much demand for Santa Cruz County hotels increased in June 2026 compared to June 2025. Hotel occupancy grew in June to 76.5% from 69.4% in May 2026, which also marked an increase over the previous June. Short-term rental occupancy also was up, climbing from 57.3% in May to 69.5% in June. According to the latest statistics from Visit Santa Cruz County, the county’s tourism marketing organization, average daily room rates for both hotels and short-term rentals were also up from last year. The average hotel room rate grew from $217 in June 2025 to $245.82 in June 2026.
  • $3.3 million: That’s the amount of funding earmarked in the 2026-27 California budget to support hiring for a new partnership aimed at training physicians to serve the Central Coast. Last year, UC Santa Cruz and UC Davis announced the new UC Programs in Medical Education Central Coast (PRIME Central Coast). Applications for the program opened in May and the first cohort of students will begin their studies in July 2027. The budget item will support hiring employees to further build out the program and deliver professional development opportunities for physicians involved with the program. 

Save the date 

  • Thursday, Aug. 6: Aptos Chamber of Commerce representatives will join a ribbon-cutting and grand opening event for Offshore Pilates, a new studio at 105 Post Office Dr., Suite A2, in Aptos. The event takes place from 5 to 7 p.m.
  • Thursday, Aug. 13: RVS Technology Group and the Pajaro Valley Chamber of Commerce are hosting a cybersecurity lunch seminar starting at 11:30 a.m. at the Hampton Inn, 75 Lee Rd., Watsonville. Registration and additional details available here.
  • Wednesday, Aug. 19: The Santa Cruz Area Chamber of Commerce will host a government affairs luncheon with Gabrielle Stevenson, associate deputy director of regional business development with the California Governor’s Office of Business and Economic Development. She will speak about how the office helps businesses of all sizes access state resources, navigate regulation and pursue growth opportunities. The event takes place at Roaring Camp Railroads, 5401 Graham Hill Rd. in Felton. Tickets are $75 for members and $95 for non-members. For more details or to purchase tickets, go here.
  • Thursday, Aug. 20: BetterGolf, a golf simulator and indoor practice facility, will celebrate its first anniversary at its Capitola Mall location (Suite J05) from 5 to 7 p.m. Capitola Soquel Chamber of Commerce representatives will hold an official ribbon-cutting at 5 p.m. 
  • Friday, Aug. 28 – Sunday, Aug. 30: SUP Shack will celebrate 15 years at the Santa Cruz Harbor. Trudie Ransom opened the business in 2011 as a small kiosk and has grown the business to include paddleboard and kayak rentals, lessons, tours and classes. A ribbon-cutting is slated for 2 p.m. on Friday, with an open house from 11 a.m. to 5 p.m. on the Saturday and a board-decorating event on Sunday morning. The SUP Shack is located in the main Crow’s Nest parking lot within the Santa Cruz Harbor.

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Business news worth reading

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Jessica M. Pasko has been writing professionally for almost 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...