Our Downtown, Our Future
Convening Community — Education, Discussion, Action
The votes have been cast and counted.
Measure O did not pass but it gave our community a direct vote on
key city planning issues that affect our future.
We currently face a MASSIVE redevelopment of Santa Cruz.
What we build matters. Where things are matters.
How things are decided — that will be set in concrete for generations — matters immensely.
We therefore plan to continue to engage politically on issues that matter for our community.
Big Development poured funds into paying for the opposition's aggressive and fact-devoid campaign to stop Measure O.
If we are to survive and thrive in Santa Cruz, we must stop the trajectory vested interests have planned for our future. Our land downtown is incredibly valuable. They know this more than anyone and they don't want the community to decide how we use it.
The Sierra Club and urban planners see what is at stake for both our climate and functional downtown landscape.
Many community organizations joined together with the Sierra Club, urban planners, and librarians. We hired a highly accredited law firm to write Measure O: securing the best uses for our publicly-owned lands downtown into the future.
Community-centered urban planning matters.
That is the Heart of Measure O
YES to community-centered Measure O
What people are saying -
"In 2016 and 2018 the Sierra Club urged the City of Santa Cruz to reject plans for a large parking structure downtown that would include a new library and housing on the Cedar Street parking lot—the long-time home of our weekly Farmers Market... Unfortunately, the City is moving forward with plans to demolish the existing downtown library and build a combined parking, housing, and library facility on the Cedar Street parking lot, and move the Farmers Market to a location on Front Street... There is a coalition that is working to change the direction of the City’s proposal to build a hybrid parking–library–housing development..."
Yes on Measure O: achieve community health by realigning our City's decisions on how to use our public land and funds.
Renovate the library in its historic location where it was designed by Carnegie to be part of civic life - clustered with the Civic Auditorium and City Hall.
We passed Measure S in 2016 to improve and repair our libraries, with the Downtown Library being central to the campaign.
YES to the beautiful renovation plans that complete that promise.
YES to a much better option for our library's children's area with renovation.
YES to repurpose and reuse - for environmental responsibility with dramatically less embodied carbon.
The Farmers' Market and Antique Fair have experienced decades of success at their current location.
These events activate downtown culture on days they are open. YES to that expanding.
YES to ending the threat of moving these hallmarks of our downtown culture.
YES to tending the deep roots our community and heritage trees have grown here.
YES to securing and improving public open space where it already works.
YES to a town commons where it will benefit businesses and our community the most.
House people not cars. Don't risk or delay affordable housing by attaching it to an unfinanced garage.
We need affordable housing. Luxury hotels, more parking garages, and expensive apartments are not the best use of available City-owned parking lots.
When intense development is threatening the livability of our city, public land should be used for the public good.
YES to reserving 8 publicly owned lots downtown for affordable housing.
YES to more affordable housing than the City's current plan for Lot 4 (Farmers' Market lot).
The City's "Library Mixed-Use Project" began with another proposed parking garage.
The City's hired parking consultants said:
we have a surplus of parking and need better parking management.
Our community said:
NO to dismissing the consultants' advice.
NO to our ability to afford the carbon debt.
NO to a 30 year loan debt we can't afford to build it.
The garage is the largest project element volumetrically. It is currently unfinanced and would come with the greatest debt. Yet it is either completely omitted or downplayed in the City's marketing of their project proposal.
A growing coalition of community members, organizations, and urban planners are providing evidence - Measure O is a better way to achieve affordable housing, a beautiful library, and community event space, for a thriving downtown.
Organizations & Businesses
The Sierra Club
Gabriella Cafe, Paul Cocking
People's Democratic Club
Soif Wine Bar, Patrice Boyle
Santa Cruz for Bernie
Campaign for Sustainable Transportation
Santa Cruz Climate Action Network
Santa Cruz Sentinel, Editorial Board (read their endorsement)
Youth For Climate Justice
Downtown Commons Advocates
Don't Bury the Library
East West Acupuncture Clinic & Herb Center, Leslie & Michael Tierra
Spokesman Bicycles, Wade Hall
reImagine Santa Cruz
Santa Cruz Tomorrow
Plaza Lane Optometry, Curt Simmons, Jennifer Buell
Berdels, Bubb Rader
Rods and Cones, Erica Aitken
Save Neary Lagoon
Go Ask Alice, Nicollette Ammerman
Thrifty Cuts Barber Shop, Loretta Sapino
Windmill Farm, Ronald Donkervoort (Farmers' Market Vendor)
Picture Appeal, Kirk Garber
York Framing Gallery, Robin Lerios
Katherine Beiers, Former Mayor & Retired Librarian
Jane Weed-Pomerantz, Former Mayor
Gary Patton, Former 3rd District County Supervisor
Sandy Brown, Santa Cruz City Council Member
Celia Scott, Former Mayor
Tim Fitzmaurice, Former Mayor
Chris Krohn, Former Mayor
Bruce Van Allen, Former Mayor & Trustee on the Santa Cruz County Board of Education
Micah Posner, Former City Council Member
Ed Porter, Former City Council Member
Barbara Lawrence, Teacher Librarian
Enda Brennan, Attorney at Law, Downtown Commission
William Kornblum, Professor of Sociology & Environmental Studies
Kate Bowland, Midwife
Jan Taniguchi, AJA, Principal Emeritus of STR Partners Architects, Masters in Civil Engineering: MIT
Patrice Boyle, Restauranteur
Bruce Bratton, Bratton Online
Mark D. Lee, City Planner - Environmental Sustainability
John Gamman, Founding Chairperson, SC Downtown Commission Ph.D, Urban Studies & Planning, MIT
Ann Simonton, Speaker, Activist, Videographer and Writer
Susan Renison, Librarian
Judi Grunsta, Librarian
Lisa Heschong, Author, Architect, and Energy Consultant (retired); Fellow, Illuminating Engineering Society
Rabbi Shifra Weiss-Penzias
Peter Weiss, Ph.D
Victor Aguiar, Environmental Educator/Advocate, Retired - 30 years at Ecology Action
Richard Nolthenius, climate science, climate science economics, Cabrillo College Astronomy dept Chair
Peter Scott, retired UCSC faculty member, living in Santa Cruz since 1966
Jody Bare, artist
Jane Becker, Tax Lawyer
Dakotah Bertsch, Landscape Architect
Susan Blewett, Traditional Chinese Medicine, Functional medicine, Holistic Healthcare
Ann Bodine, Retired Professor of Anthropology & Linguistics
Meredith Born, Psychotherapist
John Bost, Retired Professor/Lawyer
Tim Brattan, Executive Director
John Brennan, shamanic practitioner
Janet (Jenny) Broome, Research Manager, Driscolls
Gerald Brown, Professor
Eva Brunner, Accounting
Russell Brutsché, Artist/Songwriter
Edmund Burke III
Lin Florinda Colavin
Carol Colin, Teacher, Activist, Writer
Keven Cook, Landscaper
Steve Crisp, Master Guitar Tech/ Luthier
Jennie Dusheck, Climate writer, SC Climate Action Task Force for 3 years
Anita Elliot, Attorney/Mediator
Robert Giattino, Chemical Engineer
Valerie Girsh, Elementary School Teacher
Mary Graydon-Fontana, Treasurer, Santa Cruz for Bernie
John Hall, Research Professor of Sociology UCSC
Jessie Halland, Manager at Woodstock's Pizza Santa Cruz
Stephen Svete, retired Urban Planner, AICP, LEED AP ND
Sandra Ivany, Photographer
Eduardo Izquierdo, Veterinarian
Batya Kagan, Therapist
Margie Lafia, Educator
Judith Laing, retired Professor of Physical Geography
Rev. Beth Love, Nonprofit Executive
Stacey Falls, Teacher
Leslie Moore, RN
Rachel O'Malley, Ecologist, professor
Nels Pete Pearson, Retired. Prior L.E. & detective sgt. City of Santa Clara
Mathilde Rand, Retired Principal
Lois Robin, MA from UCSB, environmental film maker
Rebecca Rockom, Urban Planner
Freya Sands, Teacher/ outdoors enthusiast
Irana Shepherd, illustration
Judith Skenazy, Retired Psychologist
Daniel Sotirhos, Software Engineer
Joshua Stephens, Internet Service Provider
Richard Stover, Retired astronomer and full-time environmental advocate
Ron Swenson, Solar Developer (City Hall, Police Department, Plantronics)
Ren Tawil, Caregiver
Joan DJ Timpany
Jordan Vascones, Systems Administrator
Susan Worth, Social Worker
Roberta (Robby) Lavovitz
Nettie Calvin, Graduate Student Researcher, UC Santa Cruz
Stephen Pasquini, Santa Cruz County Health Services Agency
Daniel Spelce, Retired Teacher
Ms Alene Smith
Jan McGeorge, retired art teacher
Karimeh Berrios, UCSC
Ana Paula P. Teeple
Marc Franklin, Photographer, Arborist
Susan Monheit, Retired State Water Regulator, Environmental Manger, Ecological Risk Assessor, Water Quality Specialist
Jennifer Kaupp, Psychologist
Cassandra Brown, Cassandra Gardens