Skip to Main Content

Over 20 New Businesses Open in Downtown Santa Cruz, Adding Excitement and Diversity to the City’s Thriving Core

New & Noteworthy

Over 20 New Businesses Open in Downtown Santa Cruz, Adding Excitement and Diversity to the City’s Thriving Core

Santa Cruz, CA – February 10, 2025 – Downtown Santa Cruz continues to grow and evolve. 18 exciting new businesses opened their doors in 2024, and 3 more so far in 2025, each contributing to the area’s unique charm and diverse offerings. From wellness and fitness to dining and entertainment, these new additions enhance the vibrant downtown community, offering both locals and visitors fresh and unique experiences.

The new businesses span a wide variety of industries, enriching the cultural and commercial fabric of Downtown Santa Cruz. Here are just a few of the standout newcomers:

  • Best Thai Spa – A serene and luxurious escape for wellness enthusiasts, offering massages, skincare treatments, and more.
  • Club Pilates – Bringing fitness to the heart of downtown with classes designed for all levels of experience.
  • Crepe Cones– A charming new kiosk offering a variety of freshly made, sweet and savory crepes, perfect for a quick and delicious treat.
  • Freestyle Clothing Exchange – A trendy boutique offering a curated selection of pre-loved clothing for the eco-conscious shopper.
  • Gabrielita Tameleria – Chef Gema Cruz’ new kiosk serving authentic, flavorful tamales made with fresh ingredients and traditional recipes, offering a true taste of Oaxacan comfort food.
  • Game Santa Cruz – A vibrant space for gaming enthusiasts, offering everything from card games to tabletop adventures.
  • Hidden Fortress Coffee – A cozy, specialty coffee shop where every cup is sustainably produced artisan roasted coffee, crafted with care and precision.
  • Hook + Line Seafood Bar – A delightful seafood restaurant from Chef & Owner Santos Majano, serving fresh, sustainable dishes inspired by coastal flavors.
  • Jireh Boxing Kickboxing Cardio and Competition – A family-oriented boxing kickboxing and cardio gym focused on empowering individuals through fitness training and competitions.
  • Nico's Ice Cream – New Zealand style fresh fruit vanilla ice cream flavors that satisfy both traditional and adventurous tastes.
  • Oblò Cocktails & Kitchen – A stylish cocktail bar and modern Italian restaurant offering artisanal drinks and a seasonal menu, perfect for casual and upscale dining alike.
  • Offshore Sounds – A music lover’s haven, selling vinyl records and tapes, offering live performances, and celebrating rich global sounds.
  • Pretty Good Advice – This popular quick-serve farm-to-table hub serves all day breakfast sandwiches, vegetarian burgers, super hyper seasonal salads, soups and vegan soft serves.
  • Tarros Mexican Restaurant & Bar – A vibrant Mexican restaurant and bar with an inviting atmosphere, offering delicious margaritas and traditional dishes.
  • The Buzz Market – An innovative small market with sushi to-go, playing with new flavors, and offering a high variety of gluten free, vegan, and vegetarian options. 
  • The Key Addiction Treatment Center – A new resource in the community providing compassionate care and outpatient rehabilitation services.
  • Tumbleweed Found – A boutique offering a collection of estate home goods, gifts, and vintage treasures, perfect for finding something special.
  • Twist Boutique – A fashionable mother-daughter owned women’s clothing store offering trendy yet timeless pieces to suit any occasion.

Oct 4, 2024 ~ Game Santa Cruz Grand Opening Ceremony. From left to right: Downtown Association of Santa Cruz Director of Operations, Sonja Brunner, Game Santa Cruz co-owners Dave Cowan & Wes Pannell, and Downtown City Council representative, Scott Newsome. 

"The continual opening of new businesses in Downtown Santa Cruz is a testament to the resilience and creativity of Santa Cruz entrepreneurs," said Jorian Wilkins, Executive Director of the Downtown Association of Santa Cruz. "Each of these businesses brings something unique to our neighborhood, and contributes to Downtown being a vibrant hub of culture, shopping, dining, and entertainment. We're thrilled to welcome them to our community and look forward to seeing them thrive."

In addition to the recent openings, there are major developments on the horizon. A new tenant has already signed on for the site of the former New Leaf Community Market building, which is set to bring an exciting new business to the heart of downtown. Additionally, a surf shop is working on opening, which will further strengthen the area’s reputation as a go-to destination for retail and adventure.

The strength of Downtown Santa Cruz’s retail and commercial market is backed by impressive data. The Downtown Santa Cruz Gap sees 24.5% more foot traffic than other Gap locations and 29.3% more than family clothing stores on average. Similarly, the Downtown CVS outperforms peers, generating nearly double the sales of other CVS locations and attracting twice the foot traffic of average pharmacies and drug stores. These numbers demonstrate that Downtown Santa Cruz continues to be an appealing and profitable location for businesses, with high demand from consumers and visitors alike.

As Downtown Santa Cruz continues to grow, these new businesses contribute to the ever-expanding array of experiences that make the area a beloved destination for residents and visitors alike. From fitness and wellness to entertainment and dining, there’s something for everyone to discover.

For those who appreciate dining out, Downtown Santa Cruz boasts a wide range of eateries offering everything from farm-to-table delicacies to international flavors. Local chefs take pride in using sustainable and locally sourced ingredients, ensuring a culinary experience that celebrates the region's rich agricultural heritage.

In addition to its well-known attractions, Downtown Santa Cruz hosts year-round events, including wine walks, farmers markets, parades, and family friendly community festivals. These events create an inclusive space for individuals to connect and share in the creativity and energy that define this iconic part of the city. As Santa Cruz continues to grow and evolve, Downtown remains a hub of innovation and local pride.