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Santa Cruz County Business Update: Midtown and Wine Districts, Joby Joins FAA Air Taxi Program, Capitola Mall Redevelopment

Santa Cruz County Business Update: Progress in Midtown and Wine Districts, Joby Aviation Joins FAA Air Taxi Program, Capitola Mall Redevelopment
Advancements in Midtown and Wine District Business Improvement Initiatives
Santa Cruz County is witnessing significant momentum in the establishment of business improvement districts (BIDs) aimed at revitalizing key commercial areas and supporting local industries. Following recent meetings of the Santa Cruz City Council and the County Board of Supervisors, two major BID proposals have advanced, signaling a concerted effort to enhance public services and economic vitality without increasing general taxes.
The Midtown BID, encompassing Soquel Avenue from South Branciforte Avenue to Pacheco Avenue along with adjacent side streets, received formal approval from the city council. This district is expected to begin collecting assessments early next year, which will fund services such as enhanced security, sidewalk maintenance, and marketing initiatives. Rebecca Unitt, the city’s economic development manager, emphasized the importance of this step in fostering a safer and more attractive commercial corridor.
Concurrently, Santa Cruz County is spearheading the creation of a wine improvement district covering the Santa Cruz Mountains appellation. This district includes approximately 80 wineries and 200 growers spanning Santa Cruz, San Mateo, and Santa Clara counties. Keiki McKay, executive director of the Santa Cruz Mountain Winegrowers Association, highlighted the district’s potential to provide critical support to vintners navigating economic uncertainties, reinforcing the region’s reputation as a prominent wine-producing area.
Joby Aviation’s Inclusion in FAA Electric Air Taxi Program
In a notable development for the local aerospace sector, Santa Cruz-based Joby Aviation has been selected as an inaugural participant in the Federal Aviation Administration’s Electric Vertical Takeoff and Landing (eVTOL) Integration Pilot Program. This federal initiative is designed to facilitate the safe integration of electric air taxis into U.S. airspace by developing regulatory frameworks and fostering collaboration between private companies and government agencies.
Joby Aviation’s participation has been positively received by the market, underscoring the company’s leadership in the emerging air taxi industry. Nevertheless, the company faces significant challenges, including navigating the complex FAA certification process, integrating the passenger division of Blade Air Mobility, and contending with competitors such as Archer Aviation. Archer recently announced its involvement in the White House’s flying taxi initiative and plans to conduct supervised trial flights in partnership with United Airlines, intensifying competition within the sector.
Regional Implications and Economic Prospects
The advent of air taxi services presents both opportunities and challenges for Santa Cruz County’s business districts. Enhanced accessibility and increased tourism, particularly in conjunction with projects like the Capitola Mall redevelopment, could stimulate local economies. However, these developments may also require adjustments to infrastructure and public services to accommodate new modes of transportation.
As these initiatives unfold, Santa Cruz County continues to position itself at the forefront of innovation while striving to balance the needs of established businesses with the potential offered by emerging industries. The ongoing efforts in business district revitalization and advanced transportation technologies reflect the region’s commitment to sustainable economic growth and modernization.

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