Request for Proposal for Downtown Santa Cruz Activation Events

The City of Santa Cruz is seeking proposals from qualified individuals and organizations to plan and implement a series of public-facing activations in underutilized Downtown spaces, including Lot 16 (Library Parking Lot) and vacant storefronts. Proposals must focus on recurring programming rather than single, one-time events, and should enhance Downtown vibrancy, support the local economy, and complement existing businesses. Applicants may submit for one or more event activation location type.

A total of $30,000 in funding is available for activations in Lot 16 and vacant storefronts

Applicants may submit proposals for one or more of the following categories:

• Lot 16 Event Activation – Recurring events outside of Wednesdays, 1–5 PM
• Vacant Storefront Activation – Temporary use of identified retail spaces for public programming

Selected proposals must launch by October 2025 and run for a minimum of 4 weeks and up to 6 months. Alternative start dates may be considered pending City approval.

Proposals must include a program schedule, location(s), event description, operational timeline, budget, and a summary of qualifications. Funding may be used for permitting, programming, production, staffing, and marketing costs. A map of eligible locations is provided in the Appendix.

As part of the City of Santa Cruz’s broader efforts to support downtown activity and economic prosperity, this project aims to activate key underutilized public spaces and vacant private spaces with community-serving events, cultural programming, and placemaking initiatives.

The following sites have been identified as priority locations for activation based on their visibility, accessibility, and potential to support cultural or commercial engagement. Each location offers a unique opportunity for event producers and creative organizers to contribute to the vitality of downtown Santa Cruz. Proposers will be asked to select their preferred activation site(s) as part of their submission. Availability and site-specific limitations are noted below.

About Lot 16

Lot 16 is located at 204 Church Street in downtown Santa Cruz between Cedar and Center Streets, next to the current downtown library. This lot is the new home of the downtown farmer’s market and would not be available for programming Wednesdays between 1 pm – 5 pm due to the farmer’s market or on Thursdays from 5 pm to 8 pm between the dates of August 14 ^th and September 18 ^th due to the Sunset Market.

About 1407 Pacific Avenue

The former home of Palace Arts, 1407 Pacific Ave is located in the heart of downtown Santa Cruz. This property offers a high-visibility storefront. The space features large display windows and an open layout, making it ideal for temporary retail, exhibitions, or pop-ups. Its central location, surrounded by established retail and dining destinations, provides strong foot traffic and exposure for activation.

About 1117 Pacific Avenue

The former home of Logos Books, this multi-story commercial space at 1117 Pacific Avenue is situated in the core of Pacific Avenue and has prominent pedestrian accessibility. The space offers flexible potential for public-facing programming such as performances, pop-up retail, or art installations. Its position along a high traffic stretch of Pacific Avenue makes it an excellent candidate for activations designed to draw in both locals and visitors and contribute to downtown vibrancy.