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 Santa Cruz Wharf dining and shopping district sits on the water ... the Santa Cruz Wharf a little more than a mile south of the downtown area. Although visiting the wharf is free, parking ...

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 ...