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BIA, Chamber and Visit Santa Cruz brief council as city expands economic development work
Summary
Capitola’s business organizations presented marketing and event updates and the city outlined new economic development priorities — including the 40 First Avenue corridor study, Capitola Mall zoning updates and a wharf master plan — as officials consider how to support local merchants and lodging.
Three local business organizations briefed the Capitola City Council on Oct. 23 about marketing, events and visitor outreach, and city staff summarized new economic development work.
Anthony Guajardo, chair of the Capitola Village and Wharf Business Improvement Association (BIA), described the BIA’s marketing, beautification and event work for the two‑block Capitola Village and said the association is funded by an assessment of roughly 80 local businesses and some short‑term rentals. He said BIA efforts focus on year‑round destination marketing, community events and visitor services.
Carrie Arnone, CEO of the Capitola Chamber of Commerce, reviewed annual community events such as the Capitola Art & Wine Festival, the Halloween parade and Surfing Santa. She said the chamber provides business services, ribbon‑cuttings and visitor information and is planning enhancements to its website in 2026.
Terrence Concannon of Visit Santa Cruz County presented countywide lodging and marketing data, including aggregate occupancy and ADR trends for Capitola and Countywide audience demographics. He emphasized Capitola Village’s role as a magnet for visitors and noted short‑term rentals’ contribution to lodging tax revenue.
City staff reported new work in a renamed “Community and Economic Development” department. Staff highlighted the 40 First Avenue corridor study to help create a placemaking identity and multimodal improvements; Capitola Mall zoning updates with economic and fiscal analysis; and a Wharf master plan intended to guide future public‑private partnership proposals. Staff said the city contracted an on‑call economic development consultant to do vacancy analysis, fiscal projections and programmatic support.
Council members asked about coordination among the BIA, Chamber and Visit Santa Cruz, possible collaboration on off‑season events and whether the city should provide targeted incentives or technical assistance to help new businesses. Several council members supported continuing stakeholder engagement and exploring incentives where appropriate.
