Santa Cruz Sentinel: Mayor’s Message | Choosing a Santa Cruz that works for everyone
By Fred Keeley
As we approach Election Day, our community faces a defining choice. One that speaks to who we are and what kind of future we want to build together. On the ballot this year is the Santa Cruz Workforce Housing Affordability Act of 2025, a measure designed by the community to help ensure that the people who make this city work can continue to live here.
Every day, we see the consequences of the housing crisis all around us. Our teachers, nurses, small business owners and service workers are being priced out of the very community they serve. Parents are raising their children in long commutes, and young adults who grew up here are being forced to leave. For many, Santa Cruz — a place built on creativity, care and community — feels increasingly out of reach.
I often hear people ask, “Aren’t we already doing a lot? And if it hasn’t solved the problem yet, why do more?” It’s an understandable question. But the truth is, there is no single fix. This work takes persistence, partnership and the courage to keep moving forward even when progress feels slow. The Workforce Housing Affordability Act is not “just another drop in the bucket.” It’s a cornerstone in our long-term commitment to making Santa Cruz a place where working families can build their lives with stability and pride.
Every affordable unit represents a story of stability: a child who can stay in their same school, a nurse who can live near the hospital, a barista who can walk to work, a retiree who can remain in the community they helped build.
We know the challenges are real, from high construction costs to national economic uncertainty. But these are exactly the moments when leadership and local investment matter most. This measure is a responsible, community-driven solution that strengthens our local economy, supports the workforce that powers our city and reinforces the values that make Santa Cruz unique.
The breadth of support behind this measure is a testament to what’s possible when we come together. The Workforce Housing Affordability Act is endorsed by an incredible coalition of organizations, advocates and community leaders such as:
Abode Housing Development, Affordable Housing NOW, Bay Area Municipal Elections Committee, Communities Organized for Relational Power in Action, Community Bridges, Santa Cruz County Democratic Party, Democratic Women’s Club of Santa Cruz County, Eden Housing, Equity Transit, Housing for the People, Housing Matters, Housing Santa Cruz County, Housing Trust Silicon Valley, Indivisible Santa Cruz County, Linc Housing, Lookout Santa Cruz, MidPen Housing, Monterey Bay Central Labor Council, Monterey Bay Economic Partnership, NAACP Santa Cruz County Branch, New Way Homes, Non-Profit Housing Association of Northern California, Northern California Carpenters Union, Our Downtown Our Future, Santa Cruz Community Health, Santa Cruz County Office of Education, Santa Cruz County Friends of the Rail and Trail, Santa Cruz Federation of Teachers, Santa Cruz Sentinel, Santa Cruz YIMBY, SEIU 521, Sierra Club, Temple Beth El, The Housing Authority of the County of Santa Cruz, UCSC College Democrats and the UCSC Student Housing Coalition.
This remarkable coalition reflects a shared understanding: that housing is not just a policy issue, it’s a foundation for community well-being. It’s about the people behind every door, service workers, artists, educators and caretakers who make Santa Cruz the place we love.
As the incredible list of endorsements shows, this is a measure backed by our community, for our community. It represents our collective belief that Santa Cruz should remain a place where people of all backgrounds, professions and generations can live, work and belong.
Fred Keeley is the mayor of Santa Cruz.