Holiday Sponsorship in Downtown Santa Cruz

From the Annual Holiday Parade to visiting Old Saint Nick, Santa Cruz has been coming Downtown to get in the holiday spirit for generations. This year is no exception as our season fills with events, activities and seasonal decorations that will put even the grinchiest Scrooge into a festive mood. Take advantage of the events and promotions of the Downtown Association by having a strong sponsorship presence while supporting our work to promote Downtown as a holiday destination. Our holiday programming and marketing gives consistent and sustained exposure in a wide range of media, for our retail shops, restaurants, and our sponsors.


Our Events:

Downtown Holiday Parade - December 7th

This popular Santa Cruz tradition brings thousands of people downtown to celebrate and kick off the season. The Parade  will be promoted on radio, print, posters and lots of social media leading up to the big day - and so will your sponsorship! Announcers will be positioned along the parade route, announcing the participants and thanking your business for sponsoring. The video broadcast of the parade will be available on Facebook and rebroadcast on Community TV for families to enjoy again and again. 

Downtown Santa Cruise - Dec 14th

It’s a little bit naughty, a little bit nice, and it’s a tradition that could only come from Santa Cruz. Back by popular demand, this one of a kind text-based scavenger hunt / pub crawl has grown in popularity every year. 

Free Family Movie- December 14th

Together with the folks at the Del Mar Theater, we offer a free family movie and all proceeds benefit Second Harvest Food Bank. Families are encouraged to bring a donation of food or money.

Horse-Drawn Wagon Rides- Three Weekends in December

There’s nothing like the sound of Randy Clayton’s horses making their way through our Downtown streets to get us excited about the holidays to come. This year, a new wagon will be rolling down Pacific Avenue. Bring your whole family and  your closest friends - there’s room in this 12 seat ride. 

Reindeer Roundup - All season long

This holiday game of hide-and-seek lets kids be  “Santa’s little helpers” as they hunt around Downtown searching for his team of reindeer.  

Visits with Santa - Three Weekends in December

We can’t help saying it: in Downtown Santa Cruz, Santa Is our middle name! Families flock to  see the jolly old man every weekend and to take a picture with this seasonal celeb. 


Become a sponsor today!


Become a sponsor