Following the example of Santa Cruz’s Think Local First campaign, the city of Capitola is now urging citizens to “Shop Capitola” and support local businesses. Shoppers should expect to see the emblem of a red and white life preserver popping up all around the city.
Following the example of Santa Cruz’s Think Local First campaign, the city of Capitola is now urging citizens to “Shop Capitola” and support local businesses. Shoppers should expect to see the emblem of a red and white life preserver popping up all around the city.
“We want to promote local business,” says local architect and councilmember Dennis Norton. “Using simple branding we want to remind citizens that the city benefits from the sales tax of purchases they make within the city limits.” Money from sales taxes funds the police department, streets and many other avenues of improvement and support within Capitola. Supporting local businesses also means that more jobs are available locally.
“Residents can get everything they need within the small two square miles of Capitola,” says Planning Commissioner Gayle Oritz, who owns Gayle’s Bakery & Rosticceria. “Every little dollar spent will help, and not just on the big purchases. Buying even a meal or a book contributes to the city.”
At its meeting on Thursday night, July 16, the Planning Commission approved posting Shop Capitola signs at all four entrances to the city to serve as an additional reminder to buy local. “I’m excited to put a sign in the bakery,” says Oritz.
