As mayor, I am aware of the effects the pandemic has had on our community, especially our local businesses. In this month’s column, you’ll learn how the city supports our businesses with state funding, partnerships with our Chamber of Commerce and Capitola / Soquel business association. Plus, you’ll receive historical information on women-owned businesses and more from current female business owners.

City support

At the start of the pandemic, the city created the Capitola Business Recovery Task Force. The task force is made up of Capitola business owners from different industries, commercial property owners, the Capitola Chamber of Commerce, BIA Village, municipal staff and Rich Hill, a member of SCORE and former city manager of Capitola. The task force meets monthly to provide updates on the impacts of COVID-19 related to business and relief efforts.

The Capitola City Council recently approved the use of federal grants to support local businesses through small grants. The final details of the grant and the application are currently under review by the state. The grant will help approximately 33 Capitola businesses receive up to $ 7,500 in rent assistance. To receive information about grants once published, email [email protected]

There is also other exciting news for our region. The National Development Council received a $ 2.75 million revolving economic development loan fund to create a revolving loan program in Santa Cruz County to provide loans to businesses that could not otherwise obtain traditional bank financing. Capitola businesses will be able to apply for loans under this regional revolving loan program.

Others intervene

Our Capitola / Soquel chamber of commerce is entering spring with its annual egg hunt, with a touch of originality.

Children 12 and under can participate in the village Easter Egg Treasure Hunt. The participating Capitola Village businesses hid an official “Easter Egg” in their business. Hunters can search for hidden eggs and receive a stamp / signature on their treasure hunt game card when eggs are found. The hidden eggs will be visible to hunters, without having to move or touch anything, keeping the event safe from COVID. For information, visit capitolachamber.com.

History in the making

In keeping with Capitola as a family favorite vacation spot and chalets passed down from generation to generation, Capitola Village has been home to many family businesses, many of which are run by second or third generation owners. Residents and returning visitors appreciate the continuity and familiarity of these businesses, some open for over 50 years.

“As a visitor to my grandmother’s cottage for 25 years, I moved to Capitola for good in 1968 to take care of her. I opened the Craft Gallery in 1969, ”said Carin Hanna, Capitola City Council member 1978-82 and business owner. “My 6 year old daughter, Daun, helped me. She is now my partner in the business and her son, Brandon, works in the store. We often have customers who notice that they started visiting the store when they were kids or teens with their family and are now bringing the next generation to Capitola Village.

Almost 70% of all walk-in establishments in the village, from hair salons to jewelry stores, are owned or managed by women. The strong spirit of Capitola is a tribute to female entrepreneurship.

One of Capitola’s first businesswomen was Patty Reed Lewis. She and her children moved to Capitola in 1888 where she took over the management of the Capitola Park Hotel for FA Hihn. As a child, Lewis was a member of the Donner Party which was trapped by a Sierra blizzard in the winter of 1846-1847. In Capitola, she was highly respected as an innkeeper and used her notoriety to attract visitors to the city and to her inn. The Capitola Park Hotel, later known as Lewis House, was located in the McCormick district of Capitola, near the current location of New Brighton Middle School. For a while, Lewis also ran the Capitola Hotel near the beach. The family also participated in the establishment of the Episcopal Church in Capitola. His son, Frazier Lewis, was Capitola’s first postmaster and later rose to fame as a candy maker.

Women-owned businesses

There is another unique feature that adds to the vibe of the Village, 12 independent clothing and womenswear stores such as Mia Bella owned by DeeDee Wilson.

“Our goal is to give you self-confidence by providing you with styles that truly compliment who you are, because we want everyone to embrace who they are as an individual, because personal style comes from within,” said said the owner of the Wilson store. For information, visit MiaBellaBoutique.com.

In addition, other new businesses are popping up in Capitola, including the Cheese Show 831 tasting room.

“I couldn’t be more grateful to be a member of this community,” said owner Jillian Pirolo. “Opening a business during a pandemic could easily have been a disaster, but the people were so supportive. They are the reason we survive and hopefully thrive. I look forward to giving back and making the community proud. There’s a light at the end of the tunnel and we’ll get there together. fromagerie831.com.

As we all continue to wear masks, distance ourselves socially, and follow CDC guidelines, I’m optimistic we’ll see our city recover. Please continue to support our local businesses and each other. I also run a series of town halls. For information, visit cityofcapitola.org.

If you have any questions, please feel free to email me directly at [email protected]

The Mayor’s Message is a Sunday column written by the Mayor of Capitola, Yvette Brooks.

To participate

Capitola Mayor Yvette Brooks will meet with Fire Chief John Walbridge and Fire Marshal Mike DeMars at 6 p.m. Tuesday as part of the Meet the Mayor series. To watch on Facebook Live, visit facebook.com/cityofcapitola. To join via Zoom, visit us02web.zoom.us/j/83736835797.