Tourism Industry Update

August 13, 2026

IN THIS ISSUE…

• Visit Santa Cruz County Welcomes New Board Members and Officers
• VSCC Launches Meetings and Conference Strategy for 2026/2027
• City of Santa Cruz Seeks Public Input on West Cliff Drive Project

Visit Santa Cruz County Welcomes New Board Members and Officers

Visit Santa Cruz County (VSCC) announces the appointment of new officers and the election of new members to the Board of Directors.  Each member began their duties on July 1, 2026, and will sit on the 25-member board for two-year terms.  

New board members are as follows: 

Katki Patel, Director of Finance, Lotus Management, Inc. 

Katki Patel is the Director of Finance for Lotus Management, Inc., where she has spent more than 17 years leading the financial strategy, development, and investment management of a growing hospitality portfolio throughout California. Her expertise spans hospitality development, commercial real estate finance, capital budgeting, loan financing, treasury management, investor relations, and partnership governance. 

Throughout her career, Katki has played a key role in developing and financing new hotel projects, securing construction and permanent financing, managing relationships with private equity partners and lenders, and overseeing the financial operations of multiple hospitality assets. She works closely with ownership groups, legal counsel, financial institutions, and development teams to ensure successful project execution while maximizing long-term asset performance. 

Prior to joining Lotus Management, Katki was a Certified Financial Planner (CFP®), advising individuals and families on investment management, retirement planning, tax strategies, estate planning, and long-term financial planning. This experience provides her with a unique perspective on financial stewardship, strategic decision-making, and sustainable growth. 

Katki is passionate about supporting the continued success of Santa Cruz County’s tourism and hospitality industry. 

Laura Waltz, Owner/Operator, Central Coast Hospitality 

Laura Waltz has more than 20 years of hospitality experience in Santa Cruz County and has called Santa Cruz home for over 25 years. She spent 10 years as General Manager of the Beach Street Inn & Suites before founding Central Coast Hospitality in 2021, a hotel management company dedicated to supporting independent hotels. Through Central Coast Hospitality, Laura currently oversees operations at the Inn at Pasatiempo and the Marea Sol Hotel. 

Laura previously served six years on the Visit Santa Cruz County Board of Directors, including two years as Board President from 2018 to 2020, and is honored to return to the board. She also serves on the Board of Directors for the Santa Cruz Hospitality & Lodging Association and remains passionate about supporting the continued success of Santa Cruz County’s tourism and hospitality industry. 

With these newly appointed members, the VSCC board determines policies that govern the agency, reviews and approves VSCC’s annual work plan and budget, and serves on committees that directly support tourism promotion for the County.  

VSCC Launches Meetings and Conference Strategy for 2026/2027

As the new fiscal year begins, Visit Santa Cruz County is planning to strengthen its presence within the meetings industry by targeting meeting planners through new strategic partnerships, industry associations, and specialized events. By expanding its reach into high-value planner networks and testing new sales channels, the goal is to increase awareness of Santa Cruz County as a meetings destination and ultimately generate more qualified meeting leads and booked business. 

There are five key goals VSCC is planning to achieve over the next several months with regard to meeting this goal: 

Launching a New Partnership with Lamont & Co. 
Established a new annual partnership with Lamont & Co., providing direct access to a highly qualified network of corporate meeting planners. As part of this initiative, Visit Santa Cruz County have attended the Lamont Annual Partner Conference for the first time, creating valuable opportunities for one-on-one appointments, relationship building, and destination education. 

Expanding Presence at Meetings & Incentive Worldwide (M&IW) 
Participating alongside eight other California destinations to introduce Santa Cruz County to a broader audience of incentive and corporate meeting planners. This collaborative approach increases our visibility in a targeted prospect market while positioning the destination among California’s leading meetings destinations. 

Re-engaging Southern California Through the DMO Alliance Client Luncheon 
Visit Santa Cruz County will be returning to southern California to participate in the DMO Alliance Client Luncheon in partnership with 16 destination marketing organizations. This event provides direct access to qualified meeting planners in one of Santa Cruz County’s strongest drive markets while reinforcing existing relationships and generating new sales opportunities. 

Growing Our Presence at Seasonal Spectacular 
Expanding Visit Santa Cruz County’s Seasonal Spectacular booth to accommodate a ten-person destination team during the tradeshow. CalSAE’s Seasonal Spectacular will take place on December 15^th and 16^th in Sacramento. This increased presence allows more hotel and venue partners to participate in planner appointments, maximizing destination representation and creating a stronger, unified sales effort. 

Introducing Santa Cruz County to the Small & Boutique Meetings Market 
For the first time, Visit Santa Cruz County will sponsor the Small & Boutique Meetings event, allowing VSCC to showcase the region’s unique collection of hotels, venues, and experiences to a highly targeted audience of planners seeking intimate, distinctive meeting destinations. This initiative aligns well with Santa Cruz County’s strengths and provides access to a niche market with strong potential for future business. 

Strengthening Our Presence in Core Meeting Planner Markets 
In addition to testing new partnerships and sales channels, Visit Santa Cruz County will continue investing in proven industry events and professional associations that connect the destination directly with qualified meeting planners. VSCC will maintain its presence at Northstar Meetings Group tradeshows, including Destination California and Destination West, while continuing to participate in All Things Meetings events in San Francisco and Silicon Valley, with plans to expand into their new event targeting the Sacramento market. VSCC will also remain actively engaged with local chapters of SITE, MPI, and PCMA, strengthening relationships through networking and educational events. Additionally, VSCC is considering returning to Connect Marketplace following an 18-month hiatus, assessing its potential to generate new business opportunities and increase exposure to high-value meeting planners. Collectively, these initiatives reinforce our commitment to keeping Santa Cruz County top-of-mind and driving qualified planners to experience the destination firsthand.  

City of Santa Cruz Seeks Public Input on West Cliff Drive Project

Plans for repair and infrastructure damage on West Cliff Drive caused by bluff erosion during two consecutive winter storms continue. Next week, the City of Santa Cruz’s Planning Commission will review three applications for work to address this damage.