By Yvette Brooks, Mayor, City of Capitola
Mayor Yvette Brooks
As mayor, I am aware of the effects the pandemic has had on our community, especially our local businesses.
In this month’s article you will learn how the City is supporting our businesses with state funding, partnerships with our Capitola-Soquel Chamber of Commerce and Capitola Village and Wharf Business Improvement Area. And you will learn about businesses owned by women.
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City Support
At the onset of the pandemic, the City created the Capitola Business Recovery Task Force. The task force is made up of Capitola business owners from different business sectors, commercial property owners, the Capitola Chamber of Commerce, the Village BIA, city staff, and Rich Hill, member of SCORE and former Capitola city manager. The task force meets monthly to provide updates on business-related Covid-19 impacts and relief efforts.
There is also some additional exciting news for our region. The National Development Council was awarded a $2.75 million Economic Development Revolving Loan Fund to create a revolving loan program in Santa Cruz County to make loans to businesses that cannot otherwise obtain traditional bank financing. Capitola businesses will be able to apply for loans through this regional revolving loan program.
Others Stepping In
Our Capitola-Soquel Chamber of Commerce is jumping into spring with its annual Egg Hunt, with a twist.
Children 12 and under, can join in on the Village Easter Egg Scavenger Hunt! Participating businesses in Capitola Village have hidden an official “Easter Egg” at their business. Hunters can search for the hidden eggs, and receive a stamp/signature on their Scavenger Hunt Game Card when eggs are found.
Hidden Eggs will be visible to hunters, without having to move or touch anything, keeping the event COVID-safe. To learn more, visit www.capitolachamber.com/
Village History
In keeping with Capitola as a favorite vacation spot with families, and cottages passed down from one generation to the next, Capitola Village has been the home of many family businesses, several run by second or third generation owners.
Residents and return visitors appreciate the continuity and familiarity of these businesses, some open for over 50 years.
“As a visitor to my grandmother’s cottage for 25 years, I made the move to Capitola permanently in 1968 to care for her. I opened the Craft Gallery in 1969. My 6-year-old daughter, Daun, helped out. She is now my partner in the business and her son, Brandon, works in the store. We often have customers who remark that they started visiting the store as children or teenagers with their families and now are bringing the next generation to Capitola Village.”
— Carin Hanna, Capitola City Council member 1978-82 and business owner.
Nearly 70 percent of all the walk-in establishments in the Village, from hair salons to jewelry stores, are owned or run by women. The strong spirit of Capitola is a tribute to women entrepreneurship.
One of Capitola’s early businesswomen was Patty Reed Lewis. She and her children moved to Capitola in 1888 where she took over management of the Capitola Park Hotel for F. A. Hihn.
As a child, Lewis was a member of the Donner Party that became trapped by a Sierra blizzard in the winter of 1846-1847. In Capitola, she was highly respected as an innkeeper and used her notoriety to draw visitors to the town and to her inn.
The Capitola Park Hotel, later known as the Lewis House, was located in the McCormick District of Capitola near where New Brighton Middle School is today. For a while, Lewis also ran the Hotel Capitola down by the beach. The family was also involved in establishing the Episcopal Church in Capitola.
Her son, Frazier Lewis, was Capitola’s first postmaster and later became famous as a candy maker.
Women-Owned Businesses
Another unique feature adds to the ambiance of the Village, 12 independently owned women’s clothing and apparel stores such as Mia Bella, owned by DeeDee Wilson.
“Our goal is to make you feel confident,” says store owner DeeDee Wilson, by providing you the styles that truly compliment who you are because we want every person to embrace who they are as an individual because personal style comes from within.”
More at www.MiaBellaBoutique.com
Another new business popping up in Capitola is Cheese Shop 831 Tasting Room.
“I could not be more grateful to be a member of this community,” said store owner Jillian Pirolo. “Opening a business during a pandemic could have easily turned out as a disaster, but people have been so supportive. They are the reason we are surviving, and hopefully thrive! I look forward to giving back and making the community proud. There’s a light at the end of the tunnel and we will get there together.”
More at www.cheeseshop831.com/
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As we all continue to wear masks, socially distance and follow CDC guidelines, I am optimistic we will see our City recover. Please continue to support our local businesses and one another.
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I am hosting a series of Town Halls; visit our website for information: www.cityofcapitola.org/cityadministration/page/meetings-w-mayor-series. If you have any questions feel free to email me at brooksforcitycouncil@gmail.com.