Santa Cruz, CA — September 30, 2025 — Despite ongoing construction and a dip in international tourism, foot traffic in Downtown Santa Cruz has continued to rise modestly in 2025, reaching 6.9 million visits year-to-date, up from 6.8 million at this time last year (source: Placer.ai). This growth reflects strong local and regional interest in a Downtown that is actively transforming with new housing, new businesses, and new energy.
“Downtown Santa Cruz is rapidly changing, and striving to become a more and more vibrant, inclusive, and livable place,” said Jorian Wilkins, Executive Director of the Downtown Association of Santa Cruz. “We’re seeing really important housing get built and occupied, and new local businesses that reflect the creativity and diversity of our community. We are also privileged to have many established local businesses with loyal customers who keep Downtown thriving and who we love for their commitment to shopping local and showing up. This isn’t just growth—it’s community-centered change.”
Housing Boom Brings Vitality to the Heart of the City
The Downtown skyline has visibly changed with the recent completion and full lease-up of Anton Pacific, a luxury 205 unit apartment community on Pacific Avenue and Laurel Street. Simultaneously, Downtown has welcomed 135 new families in affordable apartments, with residents now moved into Pacific Station South and the striking blue apartment building on Cedar Street near Calvary Church. A Dientes Community Dental Care office and Santa Cruz Community Health Center will also be opening in Pacific Station South soon.
The pipeline continues to grow. 252 more affordable homes are currently under construction—about half of them at Pacific Station North, and the other half will be on top of the modern future Downtown Library, which will also feature a 4,000 square foot roofdeck. Nearby, the River Row development on Front Street and Cathcart is completing 155 market-rate condos and 20 affordable units, along with a unique restaurant, retail, and recreational space overlooking the San Lorenzo River that’s already drawing local interest. You might have noticed its multi-story public art mural when driving through Downtown.
Downtown Businesses: New Openings & What’s Coming Soon
Our evolving Downtown is also attracting a diverse new mix of retail, dining, and service businesses. Several have just recently opened their doors:
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Artifact has expanded to 104 Lincoln Street and will host a ribbon cutting this Friday, October 3 at 4:30PM. Join the celebration!
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Spirit Halloween has brought spooky seasonal energy to 1200 Pacific Avenue, the former Forever 21 location.
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Botanic + Luxe Littles is now open at 109 Cooper Street, offering stylish goods for babies and toddlers.
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Death Box is satisfying the people’s appetite, who line up at this new 3x weekly pop-up at 155 Walnut Avenue, the former Alderwood restaurant.
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The Museum of Art & History Gift Shop is right off Abbott Square, serving up playful, artful whimsy within your budget that will inspire you to gift your loved ones – or yourself!
And there’s more on the way. Businesses coming soon to Downtown Santa Cruz include:
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Visit Santa Cruz County’s NEW Visitor Center inside the MAH will feature a public sensory room, share the museum lobby, and also have its own entrance on Front Street.
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Mane Kitchen & Cocktails, a new fine dining venture from Chef Desmond Schneider (formerly of Alderwood and Pete’s Capitola), is opening at 1222 Pacific Avenue.
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Ashby Confections will soon bring organic chocolate, truffles, brittles, and local farmers market fruit candies to 1207 Pacific Avenue.
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Pacific Valley Bank is opening its first Santa Cruz branch at 720 Front Street, next to Trader Joe’s.
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Santa Cruz Gear Exchange, a hub for outdoor gear lovers, is coming to 1306 Pacific Avenue.
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Insomnia Cookies, the popular late-night chain, will open across from The Catalyst at 1010-C Pacific Avenue.
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The Alley Oop, a new nightlife destination, is opening next to Kuumbwa Jazz in Birch Lane.
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Switch Bakery will join the food scene at 1016 Cedar Street.
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Anthropologie is coming to the former New Leaf Market space at 1134 Pacific Avenue, with an expected early 2026 opening.
For more information on new and long beloved businesses, and other happenings in Downtown Santa Cruz, visit www.downtownsantacruz.com.
As more homes and businesses open their doors, Downtown Santa Cruz continues to evolve. Come experience it for yourself and be part of the change underway!
