By Bruce McPherson, County Supervisor 5th District
The County of Santa Cruz has historically not been pro-actively engaged in economic development efforts, partially because the incorporated cities in the county were generally considered more attractive areas for development in proximity to other job centers, housing, services and infrastructure.
However, the current Board of Supervisors is now interested in a greater emphasis on economic vitality. Last year, the County hired an Economic Development Coordinator to augment other efforts the Planning Department was pursuing to improve the business, land use and regulatory environment within the county in support of economic vitality.
Earlier this week we took another step toward expanding our fledgling economic development staff, directing staff to return in September with an economic development work plan and new staff positions. One of the outstanding questions to be resolved is whether staff should be part of the Planning Department, a stand-alone department, or part of the County Administrative Office. Those issues will be vetted in discussions with business leaders, Chambers of Commerce and others in the next few months.
We know already how brutally the recession hit Santa Cruz County, particularly small businesses. Between 2001 and 2011, Santa Cruz County lost almost 11,000 jobs, a decline of 10.7 percent. While some of this drop was due to the national recession, total employment in the state fell by just 2.8 percent during the same period, indicating that Santa Cruz County was more severely affected. Small businesses with fewer than 10 employees, which account for more than 70 percent of businesses in Santa Cruz County, were hit hard.
Unemployment is high, registering almost 12 percent in February, and the county is “job poor,” which leads to a high level of job commuting. In 2011, more than 18,000 residents commuted to counties outside of Santa Cruz for work, leading to traffic congestion and long hours on the road.
We also know that we have great strengths and potential in four sectors: agriculture, education, retail trade and leisure and hospitality, including the arts.
The county maintains a strong agricultural base with world-class businesses, including Driscoll’s and Martinelli’s. We are home to well known wineries such as Ridge and Storrs. Santa Cruz enjoys “brands” known worldwide, including O’Neill, Santa Cruz Bicycles, Fox Racing Shox and others. We need to “brand” the Santa Cruz Mountains, and particularly the San Lorenzo Valley, and promote opportunities in these locations as well.
We have incredible scenery, good weather, wonderful parks, beaches, golf courses, and extensive recreation. We have an extraordinary mountain biking and road cycling community, which should be highlighted. We also have a rising farm-to-table movement, along with organic food production and local wine production, all of which contribute to growing agri-tourism.
I expect that a ramped up economic development team could reach out to assist businesses and potential development projects and create collaborative partnerships, all while recognizing the basic need to preserve our cherished environment.
My colleagues and I on the Board of Supervisors want it known that the County is taking a new approach to economic vitality. There is a great degree of potential in the unincorporated area that can be tapped in a manner that recognizes community and environmental values while increasing opportunities for jobs and housing.