Tourism Industry Update

July 10, 2025

IN THIS ISSUE…

• Santa Cruz County Tourism Industry Represented at IPW
• Honoring Mike Rotkin
• Visit Santa Cruz County Announces New Board Members

Santa Cruz County Tourism Industry Represented at IPW

Santa Cruz County’s $1.4 billion tourism industry was represented at the U.S. Travel Association’s annual IPW Travel Trade show, held in Chicago June 14 – 18, 2025.  Continuing the momentum VSCC has gained with travel trade representatives and media outlets abroad, participation in IPW is critical to maintaining an international presence for Santa Cruz County as a travel destination. Around 6,000 delegates from 70 countries attended IPW this year, with more than 3,000 suppliers from US travel destinations, attractions, and hotels meeting with 1,800 international and domestic travel buyers and media in a series of prescheduled appointments. Flavia Oliveira, Director of Sales and Travel Trade and Christina Gynn, Director of Communications hosted three intensive days of 36 pre-scheduled appointments with tour operators and a full day of 20 one-on-one appointments with media representatives, respectively. 

Flavia met with tour operators from the UK, Germany, France, Mexico, South Korea, China, Canada, Sweden, Denmark, India and Brazil over the course of three days. During Media Marketplace, held on Monday, June 14^th, Christina hosted meetings with targeted journalists, editors, and freelancer writers from the UK, Germany, Australia, and Canada – in addition to targeted domestic media outlets. Chicago is the third largest media market in the U.S. 

Sponsored by the U.S. Travel Association, IPW is the leading international inbound travel trade show, driving and estimated $26 billion in future travel to the United States. Visit California’s high visibility, sponsorship and strong presence at IPW combine to attract tour operators and international media to the various destinations around the state.  IPW secures the United States’ position as a foremost global travel destination by increasing international visitation and showing the world the best of what the country has to offer.  

VSCC’s international marketing programs are supported by the Tourism Marketing District, and are designed to expand Santa Cruz County’s presence in the international market and exposure with key tour operators and media abroad.  

Honoring Mike Rotkin

The Santa Cruz Community is mourning the passing of activist, community leader, lecturer and local elected official after many years of service to the community.  

Mike earned a  Ph.D. in the History of Consciousness and taught Marxist theory at U.C. Santa Cruz for four decades. Politically motivated, he served five terms as mayor and six terms as city councilmember for the City of Santa Cruz – first running for city council as a social feminist in 1979. Mike earned a degree in English Literature from Cornell University, becoming active in progressive activism and politics prior to his arrival in Santa Cruz in 1969. Among his many causes were Planned Parenthood, the United Farmworkers Union, the LBGTQ community, labor unions, access to libraries, feminist issues and more. Mike made headlines in when he joined VSCC in support of Noland’s on the Wharf after Visit Huntington Beach threatened the tiny surf shop with a lawsuit. He wrote a protest song which he recorded on acoustic guitar and uploaded “Surf City Santa Cruz” to YouTube. Mike has been defined by his inquisitive nature and wide array of interests combined with a patient demeanor and ability to mobilize like-minded members of the Santa Cruz community. He passed on June 18^th at the age of 79. 

Visit Santa Cruz County Announces New Board Members

Visit Santa Cruz County (VSCC) announces the election of seven new members to the Board of Directors.  Each member began their duties on July 1, 2025 and will serve on the 25-member board for two-year terms.   

New board members are:    

Consuelo Alba-Speyer, Co-Founder and Executive Director, Watsonville Film Festival  

Consuelo Alba-Speyer incorporated her parents’ love of travel and culture into the work she is committed to with the Watsonville Film Festival (WFF). Born and raised in Mexico City, she earned a B.A. in Communication Sciences and Journalism with honors from the prestigious Universidad Nacional Autónoma de México (UNAM). Since relocating to California three decades ago, she has dedicated herself to honoring her cultural heritage as a journalist, translator, business owner, award-winning documentary filmmaker and community leader. Consuelo’s work in film spans 15 years, using storytelling as a powerful vehicle for connection and change. Her short film, 2010’s El Andalón/The Healer was screened at more than 30 international festivals, garnered seven awards, and aired on national public television in Mexico. Under her leadership, WFF champions Latine stories and filmmakers whose work uplifts our shared humanity and inspires meaningful social change. Consuelo heads up a team of staff and board members to curate impactful film programs that build community and celebrate cultural richness. The WFF is a vibrant nonprofit arts organization dedicated to year-round film programming and the cultivation of a thriving filmmaking ecosystem in the Monterey Bay region.  

Zoë Carter, Santa Cruz County Business Council  

A California native, Zoë Carter brings a strong tenure in public policy and advocacy to her position as Executive Director for the Santa Cruz County Business Council. After earning a bachelor’s degree from CSU Monterey Bay, she continued her studies abroad and completed her Master’s Degree in International Relations at Hult International Business School. Following graduate school, Zoë served as a White House intern with First Lady Michelle Obama’s Policy Team. She then returned to Monterey and joined the Panetta Institute. Her prior experience also includes a position with the Naval Postgraduate School and the Monterey County Business Council. Zoë ran for Monterey City Council in 2020 and State Assembly District 30 in 2022, where she received one of the largest independent expenditures in the state to support her campaign.  

Justin Cummings, Santa Cruz County Supervisor, 3^rd District   

Justin Cummings grew up on the South Side of Chicago and attended Eastern Illinois University where he earned two bachelor’s degrees in Spanish and Biology.  In 2007, he relocated to Santa Cruz to pursue a Ph.D. at U.C. Santa Cruz in Ecology and Evolutionary Biology.  After receiving his Ph.D. in 2013, he moved to Miami, FL to conduct post-doctoral research at Florida International University studying the impacts of climate change on the Florida Everglades.  After returning to Santa Cruz in 2015, he helped create numerous nonprofit organizations at U.C. Santa Cruz. In 2017 Justin began engaging in local politics and was elected to the Santa Cruz City Council in 2018.  In 2020, Justin was the first black man appointed to serve as Mayor of Santa Cruz.  As Mayor, Justin provided leadership during a global pandemic, social unrest after the murder of George Floyd, and the CZU fires. He was elected as Third District Supervisor in November 2022 and is the first African American to serve on the County Board of Supervisors. As County Supervisor, Justin is dedicated to increasing housing affordability, tenant protections, disaster preparedness, homeless and mental health services, rebuilding from the CZU fires, infrastructure along our north coast, and building our rail and trail, among many others.     

Gareidam Eidam, General Manager, Sunny Cove Motel 

Gareidam (Gar) Eidam is a retired Chief Ranger who dedicated 36 years of service to the City of Santa Cruz with a career spanning multiple departments and roles that reflected his deep commitment to the community. Born and raised in Santa Cruz, Gar attended Santa Cruz High School and later studied business at Cabrillo College. His long and varied career with the city began in the Parks and Recreation Department, where he worked at the historic Civic Auditorium, helping coordinate countless concerts, fundraisers, and community events that enriched Santa Cruz’s cultural life. He later transitioned to Facility Services, where he learned a wide range of building trades, and eventually became a Park Ranger. In that role, he helped keep Santa Cruz’s open spaces safe, clean, and enjoyable for all visitors. As Chief Ranger, he oversaw the Loch Lomond Recreation Area, leading environmental protection and public safety efforts—including the response to major incidents like a  2016 wildfire risk caused by illegal trespassing. In addition to his public service, Gar has spent most of his life working with his family’s business, Eidam Properties, which includes the Sunny Cove Motel and several rental properties in the Santa Cruz area. After retiring, Gar supervised the operation and ongoing modernization of the Sunny Cove Motel, thoughtfully updating the property to enhance the guest experience while maintaining its coastal charm. Gar brings a unique, lifelong perspective to his work and community, recognizing the critical role tourism plays as an economic driver to the region and the importance of preserving the small-town character of Santa Cruz County.  

Hector Escobedo, General Manager, Hyatt Place Santa Cruz  

Hector Escobedo brings over 30 years of experience in the hospitality industry to his current position General Manager of the Hyatt Place Santa Cruz. He began his career as a teenager, working as a bellman and worked steadily in the hotel industry as he progressed his way through college. Upon earning his Bachelor of Science degree, Hector held key roles with several leading hotel brands, including IHG, Hilton, Wyndham, Marriott, and now Hyatt Hotels. Throughout his career, Hector has held a wide range of leadership positions, including Guest Services staff, Reservations and Revenue Manager, Sales Manager, Director of Sales & Marketing, Assistant General Manager, and ultimately General Manager. His work has taken him to major markets across the U.S., including Chicago, San Francisco, Sacramento, Silicon Valley, and multiple assignments in Santa Cruz. Hector’s extensive task force experience has allowed him to support hotels across the country, including assignments in Warwick, Rhode Island; Buckhead, Georgia; Dallas, Texas; and Phoenix, Arizona. One of his most memorable roles was as Task Force Director of Sales for the newly opened Hotel Paradox in Santa Cruz, where he later was appointed to the position of Assistant General Manager. Today, Hector leverages his diverse background in hotel operations, sales and marketing to lead a team with a commitment to excellence at the Hyatt Place Santa Cruz. 

Susie O’Hara, Councilmember, City of Santa Cruz  

Susie O’Hara is a Santa Cruz City Councilmember and longtime civic leader dedicated to making Santa Cruz a vibrant, welcoming, and prosperous destination for both residents and visitors. With more than two decades of experience in public service, urban planning, and community development, she has worked to enhance the region’s natural assets, cultural appeal, and infrastructure—from advancing award-winning water sustainability programs to supporting creative placemaking and economic opportunity across the city.  

Deeply rooted in the Santa Cruz community, Susie has spent the past 20 years raising her family here while actively volunteering with youth, environmental, and housing organizations. She brings a collaborative, future-focused approach to her work—ensuring that Santa Cruz remains not only a breathtaking place to visit, but also a thriving, inclusive place to call home. As a member of the Visit Santa Cruz board, she is committed to elevating Santa Cruz’s unique identity and driving a visitor economy that benefits the whole community. 

Bhavesh Patel, SureStay by Best Western Santa Cruz  

Bhavesh Patel immigrated to the United States in 2005 at the age of 25 where he joined his family to build a stellar portfolio in the hospitality industry. He initially became manager of the Fireside Inn in Santa Cruz, then partnered with his father-in-law the following year to purchase the Ramada Inn (now the 50-room SureStay by Best Western Santa Cruz). He and a colleague then purchased the Howard Johnson by Wyndham Salinas, where he brought his prior experience as a hotel manager and owner to the 38-room property. Leveraging this background, Bhavesh also manages the Comfort Inn Watsonville and the Super 8 by Wyndham Santa Cruz/Beach Boardwalk East Santa Cruz. Bhavesh served on the task force that initiated the Tourism Marketing District in 2010 and is an active member of the Santa Cruz County Hospitality and Lodging Association.