Santa Cruz relaunches Wharf pop-up program

SANTA CRUZ, Calif. (KION-TV)- The city looking for two new vendors to run a temporary pop-up shop along the Wharf.

Last year, the City of Santa Cruz launched its wharf pop-up shop program bringing in more business to this area.

“We’ve had a hotdog vendor, and kites and other merchandise booths in the past but we lost it to the pandemic," said Asset and Development Manager for the City of Santa Cruz David McCormic. "We have seen some changes to state laws regarding street vendors revitalization, so we are hopping we could host one or two vendors on this particular site.”

Near the end of the wharf there’s Humble Sea Brewing. This business was a part of the pop-up program that started last year.

“This is a really great spot in Santa Cruz county, it has a lot of established businesses here," Area General Manager of Humble Sea Brewing Danielle Byers Sage said. "We have a really great community that does come to the wharf, but we also have a lot of tourists that come and visit the work which gives us a really great opportunity to expand our shop."

People in Santa Cruz County think that this pop-up program will positively impact the local economy.

“I truly believe it’ll bring a lot of revenue to the area whether this place or another place everyone will have time to enjoy beautiful scenery out here," Jesse Mendez from Fresno California said. "We have a good time out here, have some beer, have some good food to eat and enjoy your time with family friends.”

The city was able speak on what they are looking for when people apply.

“We’re looking for ideas that are really gonna be complementary to the other things on the wharf," McCormic said. "We’re looking for direct competition but different business ideas that create new food options, shopping options, experiences, and activities out here on the beach.”

The city will begin reviewing applications beginning on April 22nd. They are hoping to find vendors before this summer.