It’s Saturday afternoon and downtown Santa Cruz is wildly alive ... it closed,” said Kim Freebird, a longtime Santa Cruz resident shopping for a birthday gift for her son.

A worker from Forever 21 removes the store’s remaining signage Wednesday morning, proving once again, that nothing lasts forever.

CRUZ IM ZOE HUNT KSBW ACTION NEWS 8. THANK YOU ZOE...#### TWO MORE F BUSINESSES IN DOWNTOWN SANTA CRUZ HAVE ANNOUNCED THEY'RE CLOSING. RIP CURL SURF SHOP HAS POSTED A SIGN ON THEIR DOOR ANNOUNCING ...

Rip Curl joined O'Neill, Forever 21 and New Leaf among retailers vacating Pacific Avenue locations in recent months. A Rip ...

The city of Santa Cruz is excited to bring forward an updated vision for the future of our downtown,” writes Santa Cruz City Manager Matt Huffaker in a Guest Commentary. “We are ...

NEIGHBORING BUSINESSES, REACTING TO THE NEWS. IT'S ALWAYS HARD TO SEE A LONG STANDING BUSINESS LEAVE DOWNTOWN SANTA CRUZ, BUT WE ARE FEELING THE LOVE FROM OUR CUSTOMERS EVERY SINGLE DAY.

In this week's local business roundup, Jessica M. Pasko spotlights a move by Salinas-based Pacific Valley Bank to open a branch in downtown Santa Cruz, notes the impact of Donald Trump's immigration ...