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 primary function of the Downtown Association is to promote Downtown Santa Cruz.

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.

For Downtown Businesses: Downtown Business Portal

Downtown Association Board of Directors

Board Chair
Valerie Moselle, Luma Yoga

Vice Chair
Cara Pearson, Pacific Cookie Company

David Guzman, David Lyng Realty

Janis Coulter, Cognito Clothing

Promotions and Marketing Chair
Shiri Gradek, Sereno Group Realtors

Social and Legislative Committee Chair
Linnea Holgers-James, Artisans & Agency

Nominations Committee Chair
Suna Lock, Stripe and Stripe Men

At-Large Directors
Kamala Allison, Fybr Bamboo
Stuyvie Bearns Esteva, Lúpulo Craft Beer House
Patrice Boyle, Soif Wine Bar and Merchant
Emily Coonerty, Dell Williams Jewelers
Jennalee Dahlen, Yoso Wellness Spa
Jocelyn Dubin, Nourish
Bill Kempf, William Kempf Architechts

Downtown Association Staff
Abra Allan, Interim Executive Director
Sonja Brunner, Director of Operations
Marina Toft, Marketing and Events Coordinator

Downtown Information Kiosk Concierges:
Alan Savat

Downtown Association Meetings

The Downtown Association Board of Directors meets every month on the 3rd Tuesday of the month. 
Meetings are held on Zoom until further notice. If you would like to attend a meeting please email to be given Zoom access.

Subcommittee meetings have been paused until further notice.

Note: A closed session, Special Meeting, will take place on Tuesday, July 14th at 8:30am related to Executive Director hiring.

FY2021 Workplan
FY2021 Budget

Programs of the Downtown Association

Downtown Dollars
Downtown Tuesdays
Information Kiosk
Downtown Ambassador Program
Downtown Marketing
Holiday Events and Marketing