This week in Santa Cruz County business: Wharf seeks new pop-up vendors; downtown housing developments

Each week, we’ll be 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.

Two new opportunities for vendors in city of Santa Cruz 

The City of Santa Cruz is looking for vendors to run a small pop-up space near the entrance of the Santa Cruz Municipal Wharf for the summer season.

The space is around 100 square feet, or about 10 by 10, and the city will prioritize businesses that can compliment, rather than compete with, existing wharf businesses. Applicants could include anything from a beverage cart to light foods or retail. The city will begin reviewing applications April 22. Guidelines, details and the interest form are here.

The city launched its wharf pop-up program last year as part of ongoing efforts to revitalize the area and bring in more foot traffic post-pandemic. That included a popup beer garden run by Santa Cruz-based Humble Sea Brewing Co., which has returned for the 2024 season. At the same time, repairs are still being done on the wharf following this winter’s  storms. 

Not quite ready to commit to something full-time? The city is also seeking vendors for the Midtown Fridays series, which runs from May 31 to August 31. The weekly events, held on Soquel Avenue, feature live music, artists and food. Apply here.

New downtown Santa Cruz apartment building begins leasing

Residents could be in the new apartment building at Pacific Avenue and Laurel Street as soon as later this spring, according to the developer. Anton DevCo has announced it’s started the “pre-leasing” process for the new seven-story building, which includes 207 studio, one-bedroom and two-bedroom apartments. 

The Anton Pacific’s amenities for residents include a fitness center, bike storage, indoor lounge, rooftop deck and multiple courtyards. There is also 12,000 square feet of the ground floor designated for retail use, divided into three spaces. (Retail space listing here.)

The building is one of several ongoing projects in downtown Santa Cruz aimed at growing the local housing supply. According to the company’s listings, studio apartments start at around $3,000 and two-bedrooms range around $5,000 – $6,000. As Santa Cruz Local previously reported, rather than building affordable units, the developers opted to dedicate land to the city; in this case, the property is Pacific Station South, a planned affordable housing project that could open as soon as this summer. (Developers are permitted by state and city laws to dedicate land instead of building affordable housing.)

In other downtown building news, another developer has proposed a new mixed-use 16-story structure near the clock tower, which would provide 260 resident units, with 20% of them designated affordable. Development and construction firm Workbench is behind the proposed Clocktower Center, which is still in its earliest stages and hasn’t been given any green lights. KSBW reports that city planners say the developer will need to apply for a zoning waiver because the area is currently permitted for only 10 stories maximum. Stay tuned for more on this one. 

ICYMI: Cruz Hotel gets final green light from city, but prospect of Coastal Commission appeal looms

The Santa Cruz City Council has approved a new 232-room hotel downtown on Front Street, although it could face an appeal to the California Coastal Commission. 

Last week, the city council greenlit plans for the Cruz Hotel, a proposed 150,000 square-foot project that would include a bar, restaurant and public rooftop amenities. However, the plan could be stalled if an appeal is filed with the Coastal Commission, as Christopher Neeley reports. The project has received organized pushback since developer Owen Lawlor first filed the permit application back in 2021. 

Ch-ch-changes: Openings, closings and other developments

• Leadership Santa Cruz County names new executive director: Former county supervisor and ex-city mayor Ryan Coonerty will take on the role of executive director of Leadership Santa Cruz County, a nonprofit focused on educating current and emerging community leaders and building connections. Coonerty takes over from interim executive director Dave Vincent.
• Boardwalk gets national nod for its midway attractions: The Santa Cruz Beach Boardwalk recently received the Brass Ring Award for best midway games from the International Association of Amusement Parks and Attractions. The awards committee praised the Boardwalk for its engaging, colorful display that “balances nostalgia with modernity.”
• Rye Home opening in new location this month: Westside home decor shop Rye Home is opening the doors of its new location at 719 Swift St. on April 13, after moving from its spot near Companion Bakeshop on Mission Street.

Got hires, promotions, or departures to report? Send them to news@lookoutlocal.com with the subject line “Career changes.”

Looking at the numbers

• 19%: That’s the percentage of existing jobs in the full lithium and electric vehicle supply chain that are based in California, the highest share of any state. A new report from the UC Santa Cruz Institute for Social Transformation and the UC Berkeley Labor Center finds that California is currently at the core of the nation’s electric vehicle industry, but is lagging behind when it comes to new planned investment. The state is set to capture just over 2% of jobs stemming from new operations, according to the report. California’s so-called Lithium Valley, near the Salton Sea, is home to some of the world’s biggest lithium reserves. In addition to electric vehicles, lithium batteries are used in everything from smartphones to laptops and other consumer electronics.

Save the date

• Thursday, April 11: The Santa Cruz County Chamber of Commerce will host its annual event honoring individuals, businesses and organizations for their contributions to the community. “A Night of Stars” takes place from 5:30 to 9 p.m. at the Cocoanut Grove Ballroom at the Santa Cruz Beach Boardwalk. Register here.
• Thursday, April 25: The Pajaro Valley Chamber of Commerce will host an agricultural expo and job fair from 4 to 7 p.m. at the Santa Cruz County Fairgrounds. Details here.
• Friday, May 3: The 2024 Santa Cruz County Small Business Summit will bring together more than 200 local entrepreneurs and small business owners for a day of networking, presentations and educational sessions. The event will be held at Cabrillo College’s Samper Recital Hall. More details and registration here.
• Friday, May 10: The Scotts Valley Chamber of Commerce will host its annual awards reception at Roaring Camp Railroads’ Bret Harte Hall from 5 to 10 p.m. More info here.
• Thursday, May 16: The Santa Cruz County Chamber of Commerce hosts a ribbon-cutting for the Santa Cruz Community Credit Union’s new branch at 55 River St. in Santa Cruz, from 5 to 7 p.m. More details here.

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

Business news worth reading

• Permission to dance: Live music rules too strict, killing business, owners say (Good Times)
• New $20 minimum wage for fast food workers in California set to start (Associated Press)
• Dungeness crab season to close locally April 8 to protect migrating whales (Lookout)

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