Santa Cruz County Business Update: Joby Ventures to Dubai, UCSC Launches Entrepreneur Program, and Local Agriculture’s Economic Impact

Each week, we’re taking a closer look at the movers and shakers, the growth of industries and what’s really driving the Santa Cruz County economy. I’ll be spotlighting some of the biggest areas for opportunity, updates on local development and all things underpinning the regional business scene each Wednesday.

The column will be off on July 9 and return on July 16.

Got ideas? Send them my way to news@lookoutlocal.com with “Business News” in the subject line.

Joby completes first piloted flight in Dubai, eyes passenger service there in 2026

As Santa Cruz-based Joby Aviation continues on its path toward launching commercial service for its electric air taxis, the company announced it has successfully completed its first piloted vertical takeoff and landing in Dubai. Company officials are aiming to carry Joby’s first passengers there next year, and they say this marks an important milestone on the road to that goal.

“The United Arab Emirates is a launchpad for global revolution in how we move,” Joby Aviation CEO and founder JoeBen Bevirt said in a statement.

Joby’s electric air taxis are designed to carry a pilot and four passengers at speeds of up to 200 mph. Joby envisions that commercial service will operate similarly to Uber or Lyft, with consumers using a mobile app to hail a ride.

Joby previously signed a six-year deal to operate and scale air taxi services in the United Arab Emirates region, including exclusive rights to run air taxi services in Dubai. The company plans to introduce commercial service next year at Dubai International Airport and in three of the city’s neighborhoods: Dubai Marina, downtown Dubai and the Palm Jumeirah.

The company plans to launch commercial service in Dubai first, followed by service in the U.S., starting in Los Angeles and New York City once the company obtains certification from the Federal Aviation Administration (FAA). Earlier this year, Joby said it was on the fourth of five steps needed for this, with flight testing – the final stage – expected to begin before early 2026. In a promising sign for the company, the FAA recently completed an advanced simulation to test how electric air taxis could safely operate at Los Angeles International Airport. The simulation was conducted in the agency’s Airport Facilities Terminal Integration Laboratory in New Jersey, a facility for research, development and testing for all things flight-related.

Joby Aviation is headquartered in Santa Cruz, in the former Plantronics/Poly building, and operates a research and development facility in Marina in Monterey County. It is currently building a manufacturing facility in Dayton, Ohio. Last month, President Donald Trump introduced a new executive order that’s aimed at boosting American companies’ efforts in the development, commercialization and export of drones, self-flying planes and electric vertical takeoff and landing air taxis like Joby’s.

UC Santa Cruz introduces new entrepreneur certification program

 A new certificate in innovation and entrepreneurship will soon be available to undergraduates at UC Santa Cruz in any major. The program is comprised of four components: introductory courses on personal finance and entrepreneurship, an upper-division course on the practical aspects of building or scaling a venture, a hands-on practicum working with real clients on a real project, and a business pitch competition. 

The program was created in partnership with local entrepreneurs, and the certificate is aimed at helping students build career-ready skills. More details here.

ICYMI: Santa Cruz County agriculture industry valued at $1.6 billion, report shows

A new report found that the county’s agriculture industry contributed almost $1.6 billion to the local economy in 2023. That number includes more than just crops grown in the county; it also includes the value of processed and packaged products made from local agricultural products and indirect economic impacts like money spent on packaging for produce. Read Lily Belli’s full story here.

Ch-ch-changes: Openings, closings and other developments

• Storied conference and event center rebranded as The Grove: The Santa Cruz Seaside Company has changed the Cocoanut Grove’s name to The Grove: Santa Cruz Event Center. The move is intended to reflect the Santa Cruz institution’s shift from primarily hosting concerts, galas and weddings to its more modern use for trade shows and conferences. Read William S. Woodhams’ story here.
• Scotts Valley veterinary practice receives national accreditation: The Scotts Valley Veterinary Clinic recently received accreditation from the American Animal Hospital Association (AAHA), the only organization that accredits veterinary practices in Canada and the U.S. The Scotts Valley Drive business, started in 1960, was evaluated on more than 900 quality standards, including pain management, patient care and medical record-keeping. According to the organization, only about 12 to 15% of veterinary practices have earned this accreditation, including five in Santa Cruz County. In addition to Scotts Valley Veterinary Clinic, Adobe Animal Hospital of Soquel, Animal Hospital of Soquel, Pacific & Santa Cruz Veterinary Specialists in Live Oak and East Lake Animal Clinic in Watsonville are also AAHA accredited. For consumers, this accreditation demonstrates that a veterinary practice meets or exceeds high standards of quality of care, safety, cleanliness, record-keeping and more.
• Local food bank executive joins statewide board: Second Harvest Food Bank Santa Cruz CEO Erica Padilla-Chavez has joined the board of directors of the California Association of Food Banks. The nonprofit works with 42 food banks throughout the state to ensure they have the needed tools and resources, engages in public policy efforts and collaborates with farmers to bring fresh, local food to food banks. Padilla-Chavez will also serve on the organization’s public policy committee.
• UC Santa Cruz professor named president of Astronomical Society of the Pacific: Enrico Ramirez-Ruiz, an astrophysicist at UC Santa Cruz, is now the president of the 135-year-old Astronomical Society of the Pacific, an international nonprofit science and education organization. He is the first Latino to hold the position. Ramirez-Ruiz joined the faculty at UCSC in 2007. 
• New spa opens at Santa Cruz hotel: Desuar Spa recently opened in the Courtyard by Marriott on Riverside Avenue in Santa Cruz. This is the spa’s fourth location; it also operates in Monterey, downtown Los Angeles and Hollywood. The company was founded by Deisy Suarez-Giles, a Los Angeles-based esthetician and massage therapist. 
• Santa Cruz seeks applicants for downtown kiosk program: City officials are seeking applications for one of the four kiosks located on Pacific Avenue. No food requiring a fryer is permitted, and the city is seeking businesses that will complement, not duplicate, existing businesses downtown. Among the other considerations in evaluating applications are strong experience in the food business and financial projections. Selected tenants would pay the city a base rent of $300 per month or 6% of their sales, whichever is greater. Tenants pay for the security deposit, assessment fees and utility costs. The deadline for applications is July 17.

• Bay Federal Credit Union gets national nod: Forbes has recognized Santa Cruz-headquartered Bay Federal Credit Union in its 2025 list of best credit unions in each state. The list ranks financial institutions that are most highly regarded by members in each state, based on a nationwide survey of more than 26,000 customers. Bay Federal was ranked No. 4 out of 12 California credit unions on the list. 
• California environmental organization promotes director of government affairs: Save the Redwoods League has hired Ben Friedman as director of government affairs and public funding. Friedman joined the nonprofit, which works to protect redwood forests around the state, in 2022 as its public grants officer. He was promoted to government affairs and public grants officer last year.

Got hires, promotions, or departures to report? Send them to news@lookoutlocal.com with the subject line “Career changes.”

What’s new on the Lookout Job Board

Want more? Browse all openings on our job board. | Hiring? Post your job today!

Looking at the numbers

• Over $9 million: That’s how much money has been invested in renewable energy projects through the Climatize platform. The Santa Cruz-based company was founded in 2023 to help crowdsource funding for solar and other renewable energy projects. So far, more than $9.3 million has been raised for 19 different projects across the country, including an eclectic vehicle charging hub in San Juan Bautista.
• Nearly 5%: That’s the percentage of California’s gross domestic product generated by undocumented workers based on direct wage contributions, according to a recent report from the Bay Area Council Economic Institute, conducted in partnership with UC Merced. The report looks at the economic impact of mass deportations in California. The report also found that undocumented workers contribute more than $23 billion annually in local, state and federal taxes.

Save the date 

• Thursday, July 3: The Santa Cruz Museum of Art and History will host a launch party for its new museum store from noon to 8 p.m. The new shop is located in the atrium of the museum and is open from Thursday to Monday. The launch party will include cocktails and a DJ set from 5 to 8 p.m.
• Wednesday, July 9: Ensemble Hospitality will host a job fair for positions at the new La Bahia Hotel & Spa, which is slated for a Sept. 1 opening. The job fair will be held from 4 to 6 p.m. at the Monterey Bay National Marine Sanctuary Exploration Center, 35 Pacific Ave. in Santa Cruz. Open positions include room attendants, servers, maintenance workers, spa attendants and more.
• Wednesday, July 16: The Santa Cruz Area Chamber of Commerce will join forces with Santa Cruz County Parks and Santa Cruz Public Libraries to host the next “business after hours” event at the Live Oak Community Center at 979 17th Ave., next to the Simpkins Family Swim Center. The event runs from 5 to 7 p.m. For more details and to purchase tickets, go here.
• Thursday, July 17: The Santa Cruz Area Chamber of Commerce will hold its next Women in Business luncheon at Seascape Golf Club in Aptos from 11 a.m. to 1 p.m. The featured speaker is Morgan Lukina, managing broker and CEO of David Lyng Real Estate. Tickets can be purchased here.
• Thursday, July 17: The Scotts Valley Chamber of Commerce will hold a ribbon-cutting for Lightspeed Martial Arts Academy as it celebrates its grand reopening from 5:30 p.m.to 7 p.m. The academy is located at 1800 Green Hills Rd., Suites 101 and 103, in Scotts Valley. 
• Friday, July 19, and Saturday, July 20: Fruition Brewing will celebrate its sixth anniversary with live music, special beer releases, food pop-ups and kitchen specials starting at noon and running throughout the day.
• Saturday, July 26: The Pajaro Valley Chamber of Commerce and Agriculture will hold its annual awards dinner and auction. The event takes place from 4 to 9 p.m. at the Santa Cruz County Fairgrounds. Details and tickets here.
• Friday, Oct. 17: Registration is now open for the 2025 State of the Region event, hosted by the Monterey Bay Economic Partnership. The event takes place at the University Center at California State Monterey Bay in Seaside from 9 a.m. to 4 p.m. The event focuses on economic opportunities and challenges in Santa Cruz, Monterey and San Benito counties. This year’s speakers haven’t been announced yet.

Add your business or networking events to Lookout’s free public calendar, BOLO. Click here to add your event.

Business news worth reading

Have something to say? Lookout welcomes letters to the editor, within our policies, from readers. Guidelines here.