Santa Cruz Works 2026 Work Life Survey Results

Santa Cruz Works reached out to our community this year with a simple question: how are we doing, and how can we do better? Nearly 2000 people responded — longtime partners, newer members, newsletter subscribers, and engaged community members who haven't yet formalized their connection with us. Their answers were generous, candid, and full of ideas. Here's what we heard.

A Community That Runs Deep

The first thing the survey confirms is that Santa Cruz Works has built something durable. Nearly three-quarters of respondents (73%) have been engaged with SCW for more than a year, and 36% for four years or more. That kind of sustained relationship doesn't happen by accident — it reflects a community that finds real value in staying connected.

Almost all of our respondents (91%) live in Santa Cruz County, and most work here too. Our community is genuinely local, and that's a strength. One respondent put it simply: "I appreciate hearing about all the companies and new technology that are in Santa Cruz that I may have missed. We are a really big small town."

The community is also professionally diverse. While tech and software lead the way (representing about 33% of sectors), the respondents include professionals from nonprofit and social impact organizations, education, healthcare, creative industries, government, and retail. More than half (59%) work remotely or in hybrid arrangements — a reminder that Santa Cruz Works serves a workforce that spans geographies even when it's rooted locally.

The Newsletter Is a Genuine Asset

Across nearly every open-ended question, one thing came up again and again without being asked: the SCW newsletter. Respondents described it as informative, valuable, and a meaningful way to stay connected to the local business pulse.

"Your newsletters are very informative — love the events I've gone to."

"I am an avid reader of your newsletter and share info in job search workshops that I facilitate."

"Please continue the newsletter and IRL events!"

This isn't a minor footnote. In an era when email open rates are declining across every industry, having subscribers actively praise the newsletter in a survey about something else is a meaningful signal. It's one of our most trusted community touchpoints, and it deserves continued investment.

Members Who Pay Say It's Worth It

Among our paid partners and members, 81% rate the value of their subscription as "Impressed" or "Excellent." That's a strong majority, and it reflects well on what SCW delivers to organizations that are formally invested in the relationship.

"I have found this to be incredibly valuable — the people I've met through Santa Cruz Works have been interesting, inspiring, kind, helpful, and generous with their time and insights."

"Membership is already very valuable to me. Everything above seems to be already happening."

For partners who've engaged with the community and leaned into the programming, the return is real. Networking (cited by 63% of partners who responded) and news and insights (67%) were the top benefits reported. Contributing to the community at large was also meaningful — 42% named it as a benefit they'd gained — suggesting that members value the civic dimension of their involvement, not just the business ROI.

Events Bring People Together

Just over half of all respondents (52%) attended at least one SCW event in 2025. Those who showed up came back: events like Super Tech, AI Horizons, Launchpad, Blue Innovation, and the New Tech Meetup all drew consistent participation.

The energy around in-person events is something respondents clearly want more of. When asked what SCW should do more of in 2026, networking events came out on top, named by 51% of respondents. Job and internship connections followed at 42%, and advocacy for local business and innovation at 35%. Workshops and clinics (32%) and community storytelling (33%) also ranked high — a sign that people want substance alongside socializing.

"Increase the number of NewTech events."

"More in-person networking events."

"Keep up the good work. Providing networking events is great."

Business Owners Want Targeted Support

Thirty-nine percent of respondents identified as business owners or leaders and answered questions about their challenges. Of those, 71% named generating new revenue as a top challenge, followed by expanding to new markets (38%), marketing (36%), and securing funding (29%). Adapting to new technologies — including AI — was on the radar for 25%.

The good news: 82% of business respondents said they'd be interested in programs or events specifically designed to address these challenges. That's a clear and direct mandate to build more targeted programming around the real pressures our partners are facing.

"A more structured accelerator program that actually teaches startups how to go to market."

"Perhaps more unique touchpoints with investors, like voluntary demo days or show-and-tells at investor networking events."

Where We Can Do Better

Our respondents were generous with their praise, and equally willing to tell us where we're falling short. A few themes emerged clearly.

Broadening beyond tech. Several respondents — across different sectors — felt that SCW programming skews too heavily toward high-growth tech startups and large companies, leaving smaller businesses, nonprofits, solopreneurs, and non-tech entrepreneurs underserved. "Many of the events are focused on new tech and innovations... there are many other types of businesses that need support around keeping up with innovations such as AI in the workplace and ways that smaller businesses can use them." Another noted: "Focus on more types of businesses." This is an opportunity, not a criticism — the community is here and wants to be included.

Pricing that fits more people. Among the 18% of respondents who had previously held a partnership but let it lapse, cost was the top reason (cited by 54%), followed by lack of measurable ROI (37%). One respondent identified a specific gap: "The pricing gap is huge — from $250 to $2,500. Is there anything in between? A lot of the benefits are geared toward companies starting up, but especially at higher price points there need to be benefits that target larger or established companies." Exploring a mid-tier offering could open the door for businesses that don't see themselves in either current tier.

Geographic reach. Santa Cruz County is not monolithic. Watsonville and South County came up explicitly as underserved areas. "Events hosted in the south part of Santa Cruz County (Watsonville)!" Taking programming south — even occasionally — would signal that SCW serves the whole county.

Looking Ahead

The 2026 survey is a snapshot of a community that genuinely values what Santa Cruz Works does and wants it to do more of it — and to do it for more people. The strongest signal is the alignment between what members want (networking, skills, connections, advocacy) and what SCW is already positioned to deliver.

The work ahead is about widening the circle: more sectors, more geographies, more price points, more formats. Not abandoning what works — but making sure it works for everyone in Santa Cruz County who has something to contribute and something to gain.

We're grateful to everyone who took the time to respond. Your honesty is what makes this community worth building.