Downtown Association of Santa Cruz
The Downtown Association of Santa Cruz manages a ‘Business Improvement District‘ established to promote commerce and provide an environment compatible with doing business. Business operators in the Downtown district contribute an assessment which is allocated by the Downtown Association Board of Directors to further the mission of the Downtown Association. The Board of Directors is comprised of, and elected by, assessed business owners in Downtown Santa Cruz.
The mission of the Downtown Association of Santa Cruz is to provide effective leadership in order to create, promote and sustain downtown as a unique and economically viable business, entertainment, social and cultural center. The primary function of the Downtown Association is to market Downtown Santa Cruz and provide clean, safe and welcoming services to visitors and businesses 365 days a year through our Ambassador and Information Kiosk programs. The Downtown Association also advocates for businesses and serves as a representative with government agencies and other organizations when addressing issues specific or pertinent to the Mission of the Downtown Association. And the Association connects downtown business owners and managers to business resources and to each other.
For Downtown Businesses: Downtown Business Portal
Downtown Association Board of Directors
Board Chair
Nikki Patterson, Ecology Action
Vice Chair
Katie Fairbairn, Santa Cruz Community Credit Union
Treasurer
Chanel Enriquez, Kuumbwa Jazz
Secretary
David Apgar, Goal Screen
Marketing Committee Chair
Cara Pearson, Pacific Cookie Company
Social & Legislative Committee Chair
Stacy Nagel, Google
Nominations Committee Chair
Uriah Wilkins, PipeLine
At-Large Directors
Tyler Davin-Moore, Redwood Records
Zach Davis, The Penny Ice Creamery
Chris Hoffmann, Om Gallery
Christie Jarvis, Minnow Arts & Land Culture Landscape Architecture
Trevor Jones, Minnow Arts & SpaceCamp Design Build, Inc
Kayti Mata, Lively Kids
Damani Thomas, Oswald
Dyane Villalobos, Childish Toy Shop
Charlie Watkins, Zachary’s
Board Observers
Jenoah Timko, Sockshop & Shoe Co.
Stuyvie Bearns Esteva, Lúpulo Craft Beer House
Emily Coonerty, Dell Williams Jewelers
Janis Coulter, Cognito Clothing
Jennalee Dahlen, Yoso Wellness Spa and Yoso the Annex
Joe Ferrara, Atlantis FantasyWorld
Linnaea Holgers James, Artisans & agency
Bill Kempf, William C. Kempf, Architect
Timmy Hunt, Pono Hawaiian Grill
Jose Moya, Get Faded Barbershop
Downtown Association Staff
Jorian Wilkins, Executive Director
Sonja Brunner, Director of Operations
Shiri Gradek, Director of Marketing & Events
Melisa Schwarm, Membership Champion
Contact Us!
Downtown Association Meetings
The Downtown Association Board of Directors meets every month on the 3rd Tuesday of the month at 8:30 a.m. (except in December) Board committees meet between Board sessions, also on Tuesdays at 8:30 a.m. Members are always welcome.
Upcoming Meetings
Tuesday, January 6 | 8:30 am
Social & Legislative Committee:
Link to Join
Tuesday, January 13 | 8:30 am
Finance Committee
Link to join
Tuesday, January 20 | 8:30 am
Board of Directors
In Person: Location TBD
Tuesday, January 27 | 8:30 am
Marketing Committee
Link to join
Recent Board Meeting Minutes
October 2025
September 2025
August 2025
July 2025
June 2025
April 2025
Note: Downtown Association Board Meetings and Subcommittee Meetings do not take place in December.
FY2025 Workplan + FY2025 Budget
Programs of the Downtown Association
Downtown Dollars
Information Kiosk
Downtown Ambassador Program
Downtown Marketing
Events + Promotion
Anti-Harassment Policy
Downtown Association's Anti-Harassment Policy
Equity Work
Downtown Association's Diversity, Equity & Inclusion Commitment