Why the Cocoanut Grove at the Santa Cruz Beach Boardwalk has a new name

SANTA CRUZ, Calif. (KION-TV) - One of Santa Cruz’s most iconic venues has a new name. What used to be called the Cocoanut Grove is now officially known as The Grove: Santa Cruz Event Center.

“I was surprised, yeah. But yeah, I liked it before,” Stephen Baron said.

“Change is always gonna have some positive or negative connotations with it. So some people may be upset, some people may be okay,” Karon Toussaint said.

“They had the crew and they put the cones out and stuff, and they were here for about a week changing the name. It was a Cocoanut Grove before,” Stephen Baron said.

The Cocoanut Grove has been a staple in Santa Cruz since 1934. Before that, the event space was known as the Casino Ballroom, dating all the way back to 1907.

“We rebranded the Cocoanut Grove to The Grove: Santa Cruz Event Center to reflect how the usage of this unique space has evolved, while still honoring our rich history. Originally conceived to support big band concerts, elaborate galas, and large weddings, this rebranding reflects how The Grove has grown into a modern and dynamic event space hosting conferences, seminars, meetings, trade shows, dances, banquets, and special events,” Kris Reyes, Santa Cruz Beach Boardwalk spokesperson, said.

“I don't think they need to change it, but sometimes change is good. I mean, I know I liked it before, but yeah, I don't know why they would change it,” Stephen Baron said.

“I just know it mainly as the place where there's prom and grad night and all these really great memories. And I am a big fan of the history of the Boardwalk,” Beetle Barrow said.

“It doesn't fit the retro vibe that you go to the Boardwalk for,” Beetle Barrow said.

The Grove now focuses more on hosting conferences, seminars, and trade shows, moving away from its long-standing image as a ballroom for big band music and elegant social events.

“I think it's a good thing. I think history, although history is important, it’s also good to move forward,” Stephen Baron said.

Some are still unsure about why the name had to change, while others have their own theories.

“I know they owned the Bohemian that’s going up. So maybe that’s why, because he was really nice and everything, and maybe they wanted to change,” Stephen Baron said.

The iconic Cocoanut Grove sign was taken down two months ago. That move sparked a strong reaction from locals nostalgic about the name and what it represents.

Reactions to the name change remain mixed.

Some want to hold on to the past, while others see it as a natural step toward the future one that still respects the venue’s place in Santa Cruz history.

“I just don't understand why we need to change it. Because all of these other signs are so great. That neon casino sign like, I hope they don't change anything else,” Beetle Barrow said.

While a few are upset, others say they’re okay with the rebranding as long as the event center stays open and the space inside remains the same.

According to Kris Reyes, Santa Cruz Beach Boardwalk spokesperson, no major renovations came with the name change, it’s still the same space inside.