SANTA CRUZ — In recognition of Small Business Saturday and the holiday season, local business owner and Santa Cruz Downtown Commission Chair Jennalee Dahlen is urging community members to support local businesses.
“People would be shocked to know how many of our beloved Santa Cruz businesses are barely staying afloat,” said Dahlen, owner of Yōso Wellness Spa in Downtown Santa Cruz. “I hear it every single week from businesses that have been part of our fabric for decades to new ones that didn’t get the chance to thrive.”
Dahlen said that many long-standing and newly-launched businesses, such as Oswald Restaurant and Lively Kids, are quietly struggling because of increased operational costs, competition from large online retailers and the impacts of inflation on consumer spending.
Dahlen is speaking out, not only as the owner of Yōso Wellness Spa, but as the chair of the city of Santa Cruz Downtown Commission, an advisory body member on the Santa Cruz Downtown Association Board and a board member for the countywide organization dedicated to supporting local independent businesses, Think Local First Santa Cruz County.
“I deeply believe in the heartbeat of this county — in our community, our small businesses and the people who pour their lives into them,” Dahlen said. “As someone who works in advocacy and on-the-ground business support every day, I can tell you, we need our community now more than ever.”
To keep their businesses afloat, owners are offering promotions and discounts to boost sales this holiday season, such as Dahlen, who is offering 10% off gift cards from Black Friday through Cyber Monday. Dahlen pointed out that gift card sales provide essential cash flow during slower months and help introduce new clients to businesses.
“Shop local when you can. If you discover a product in a local store, buy it from that store — not a big corporate website,” said Dahlen. “Book services with local providers. These small decisions truly help to keep our community alive.”
Dahlen’s message to community members comes alongside outcry from Santa Cruz Harbor and Seabright businesses struggling after the closure of the Murray Street Bridge, which is slated to open to one-way and pedestrian traffic early next year.
Downtown Santa Cruz on Black Friday 2025. (Aric Sleeper – Santa Cruz Sentinel)
To promote and bolster businesses in and around the Santa Cruz Harbor that are affected by the long-term closure of the bridge, the Santa Cruz Port District has recently launched Harboropoly. District Director Holland MacLaurie said the promotional game was created with the holiday season in mind, and to highlight the variety of shops, restaurants and other services in the Santa Cruz Harbor community, which includes the lower 7th Avenue and Seabright neighborhoods.
To play Harboropoly, which runs through the end of the year, pick up a gameboard at the Santa Cruz Harbor office, participating businesses or download it on the harbor’s website. Participants can collect stamps from businesses such as Johnny’s Harborside Restaurant, Kayak Connection and Java Junction, among others, and enter to win prizes. Taking a ride on the harbor’s water taxi also gets participants a stamp.
In Downtown Santa Cruz, a Makers Market Holiday Pop-Up event will be held from 10 a.m. to 5 p.m. Fridays to Sundays from Nov. 28 through Dec. 21 at the former home of Palace Arts, 1407 Pacific Ave. The annual Reindeer Round-Up is also ongoing. Participants can pick up a map at the Downtown Santa Cruz Information Kiosk or Pacific Cookie Co. to locate participating businesses and track down reindeer figurines for prizes.
“Small businesses are the backbone of Santa Cruz,” Dahlen said. “With community support, we can move through this challenging chapter and rise stronger on the other side.”
For information, visit downtownsantacruz.com.
