Talking Local
Talking Local: The Think Local First Podcast
In our very first episode of Talking Local, Think Local First board members Ryan Buckholdt and Anthony Guajardo sit down with Brian Upton from Santa Cruz Vibes to unpack the spirit — and strategy — behind this year’s Think Local for the Holidays campaign.
We talk about why “local” isn’t just a December slogan, but a year-round muscle that keeps our community strong. Then we hit the streets, visiting beloved Santa Cruz shops and makers to hear directly from the people who pour themselves into this county every single day. What do the holidays mean to them? How do they stay rooted in community values even in the busiest season of the year? And why does choosing local — in small, consistent ways — matter more than ever?
This episode is part storytelling, part celebration, and part reminder: our local economy is made of real people, real families, and real dreams. When we choose them, we all rise.
Welcome to Talking Local. Let’s kick this thing off the right way.
Talking Local
Matthew Swinnerton: Building Community One Event at a Time
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Santa Cruz can feel divided between optimism and burnout, but the fastest way to change the mood is surprisingly old-school: get people in the same place, at the same time, sharing something real. We’re joined by Matthew Swinnerton from Event Santa Cruz, one of the folks doing the quiet, hard work of turning parking lots, venues, and storefronts into moments that make people actually want to go out again.
We talk through Matthew’s path from years of sales grind to building community-forward events like the Entrepreneur Speaker Series, Midtown Fridays, and projects that spotlight local businesses and local musicians. He breaks down what makes an event “work” beyond the party factor: helping small businesses get noticed, giving artists a leg up, and creating a consistent rhythm that trains a community to show up. We also dig into Legends Live and Local and the idea of pairing Santa Cruz talent with iconic musicians, plus what it really takes to book big names, produce the show, and make it meaningful.
Then we zoom out to the practical side for business owners and creators: why experience-driven retail matters more than ever, how “third spaces” can bring back connection, and why the City of Santa Cruz economic development department is an underused resource for permits, guidance, and even storefront beautification grants. If you’re trying to grow in Santa Cruz, the message is clear: collaborate, build community into your model, and do not be afraid to ask.
Subscribe for more local conversations, share this with a Santa Cruz friend, and leave a review with the one event or place that makes you feel most connected to the community.
Why Talk Local Matters
SPEAKER_02Hey everybody, it's Ryan Buck Colt with uh Think Local First, and we're here talking Talk Local, uh anything and everything to do with local here in Santa Cruz. And I have my co-host Brian Upton.
SPEAKER_03We're off and running. I know we did one of these test runs um with Anthony, and you know, shout out to Anthony. A lot going on there, different podcasts, different conversation, but I know the community's, you know, really getting behind him with Mihos and everything that's going on down there. Down in Capitola. Yeah, um, you know, but this is interesting because I think when we first got the charter to do this, and I think we'll keep in it, Ryan, a little bit where we do some interviews on the street, um, you know, bring some of these personal stories in from these businesses, and then use this platform to bring a guest on and kind of expound on what we're hearing from the community. I think that's really our best way to kind of represent the Think Local First members, positive, negative, challenges, and some things like that. What do you want out of this?
SPEAKER_02Yeah, I definitely agree. I think just having the community know all the things that Santa Cruz has to offer. Like you really don't know unless there's community talking about it and doing the things. And there's so much here that's going on in Santa Cruz, and we're growing every day that uh learning about what's what's happening.
SPEAKER_03Yeah, I think we're gonna be very unique because I think the third person about to introduce him right now, um, and I'll get to this conversation. There's so many conversations in town right now about culture, optimism, pessimism, what's going on with Santa Cruz. And I think you've got three people, financial, you know, definitely with this, you know, finger on the pulse of the community. Um, but I really want to welcome Matthew Swinterton from Event Santa Cruz. And I think we even delayed the beginning of this podcast, Matthew, to make sure that we kick this thing off with you. And I, with all due respect, I we did that because I couldn't think, and Karina couldn't think of anybody better to begin this conversation than you. Um, because I think you do a lot of the quietest, hardest work in this town to support businesses. Um, and I, you know, you can't get your own next ty when you run the nexties, but um I would I would nominate you to tight, and maybe that's intentional, but seriously, Matthew, welcome to the podcast, and we're happy to have you on.
SPEAKER_01Oh, thanks for having me. You know, before we say anything else, your voices sound like butter through these headphones.
SPEAKER_03They just sound so good. Well, we do our part, but you're just tinny.
SPEAKER_01I really normal voice is tinny. I do have a deviated septum, maybe that's why. I don't know.
SPEAKER_03We have to understand there was almost an American Idol like competition for Rhine Eye to win these positions. This is not just given. This was uh this was hard-earned, but sounds great. No, really good to have you. It's been a while since you and I kind of went off running in different directions, but I think um I think as we set off air, the easiest thing before we get started is to kind of wind back a little bit. If we don't know who Matthew Swinterton is, and you know, we you can go all the way back. You're not just a Vent Santa Cruz, you're a dude that kind of had some dreams, you've come from places. Just kind of give us a little bit of that Cliff Notes bio of who you are, where you came from, and how we're sitting here.
Matthew’s Path Into Event Work
SPEAKER_01Um, okay. It all started when I was three years old. Actually, when I grew when my high, no, not high school, my um sixth grade graduation, I asked the teacher, can I be a host? Like a like I didn't know what it was. She's like, an MC. I'm like, I don't know, whatever the MC is. That sounds good. Yeah. And I did it, and it was like the funnest thing. Because I was a nerd, I was not popular, I was like, you know, I don't know. It was I I was not MC material at all. But when I went up there and I I said a joke that was unintentional joke, which I still do, like just it happens by accident. I wasn't perfect, and everybody laughed. I was like, oh wow, this is a fun thing to do. I should do this for a job.
SPEAKER_03Right. So it was sort of the dopamine of entertainment to a certain extent kind of got you hooked on it a little bit.
SPEAKER_01Exactly, yeah. Um, but anyway, I I did normal life stuff. I did jobs. I was, you know, I've always done sales forever, um, unenjoyable sales jobs, and I did that for years, and I finally figured out, you know what? I think I've knocked on my last door or like made my last call on the phone to try to get somebody to sell. I actually want to make a shiny object that people are attracted to. Interesting. Yeah. And when I I did a couple things, a couple of events, I did a couple of tech events and other things, but I noticed that there were so many interesting people in Santa Cruz, and I loved hearing their story. I loved hearing like how their passion-based business, they create they had a job, they had that nine to five job, but they had this passion that they wanted to make into a business, and I wanted to hear that story. It was like almost selfish. And so yeah, so I started Entrepreneur Speaker Series. That was September of 2013. Um, we did the Nickelodeon Theater, which is not even open now. Um, sold out 225 people, and we had people like little TED talks talking about why they do what they do.
SPEAKER_03Yeah.
SPEAKER_01And um, I loved it. I just loved hearing stories. And that night, it was our first one. We had people, there were two ladies came out that were like crying because they were so motivated by the stories they heard. It's like, you know, I think I'm on to something. Um, I had a walk that next day, and I I had I was talking to somebody, and I was like, you know what? I could do this like every month, I think. You know, just have this like event series. They're like, oh, we don't have that many interesting people in town to do this every month. And it's like, oh my goodness, we have a constant amount. So anyway, I just kept doing it. And it went from you know, from entrepreneur speaker series, then I started doing block parties and award shows, and from day one, even of our entrepreneur speakers series, I always had like a musician fill one of the slots.
SPEAKER_04Yeah.
SPEAKER_01Um, and so now I've just like almost gone straight into just music just because I really want to enjoy myself with whatever I'm doing. So I mean, it'll always be about local businesses and people in our community, but um, just this year it's been the the year of music.
Choosing Joy Over Grind
SPEAKER_01Yeah. Yeah.
SPEAKER_02So that's pretty awesome. You know, Brian and I, when we talked with William Ow. Yes. And he was talking about how he is making his environment around him what it is, what he wanted. And that's what I feel like you're doing now, also. It's you're making your environment what excites you. I'm 50.
SPEAKER_01How old am I? 50? Yeah, one 50. Yeah, 51. It's like, you know, we got to enjoy ourselves. You only have so amount of time. Yeah. Yeah. And so, you know, I've done a lot of stuff that I've not enjoyed, but it's like, you know, I really want to enjoy myself. I want every job I do to be, or every project, whatever, be something that's like, okay, that was fun. I got I woke up in the morning on Monday and I was excited about it. I know that's a cliche, but yeah, um, I wanted, and it's still hard. I mean, I'm doing an event right now, and oh my goodness, I'm grinding to find one person, another person, another person to come. I'll love the event itself. It's kind of fun. So there's still challenging and hard parts about it, but you know, the reward at the end is pretty fun.
SPEAKER_03No doubt. I still kind of stuck on the fact that we live in a county with like 270,000 people, and somebody actually said we only have two interesting people.
SPEAKER_01Yeah. Yeah. It's like, oh my god, every single month I could have filled up 20, 30 people, and we always have new people come into town. Yeah. So I I don't know what it is. I'm not sure what it is about Santa Cruz. And I don't think I have a good like idea of like other cities, but are we more special than other towns that we have this much creativity, entrepreneurial kind of spirit? There's something I feel it's a little different about Santa Cruz, but um I could be wrong, but that's what I think.
SPEAKER_03Yeah, I don't think you're too far off. And I think the thing from the outside looking in is that especially on the last year, year and a half, I guess, with the series you've been doing, clearly the the the you know, um, you know, the Fridays, you know, all through the summer. Um, you know, I think the one thing you found is like you kind of check mark, people will show up for this, people will check. You've done a lot of dipping your toes in the water and seeing what brings a community together. What is like because I think you're a master of like putting the event out, and then you can kind of look back and say, that resonated, that sold out without even thinking much about it. I think the one thing I'm finding about Santa Cruz right now is they do like when people kind of go all the way in and commit. You know, even Max, I don't know if you've been down to Alioop yet. Um, the the speakeasy part of that.
SPEAKER_01That's commitment.
SPEAKER_03That's that's but but here's the thing is that's what it looks like when you look at Max, and I gotta be honest with you, that's what it looks like when I look at you know, live and local and things like that, is that I think you kind of you know find a path to something that just like the guest we had in here before on another podcast, executive director of the Santa Cruz Museum of Natural History, yeah, uh marine biologist finding different ways, and she found her path to affect change. And do you feel like through music right now in particular? I remember even talking to you about this at lunch that last time is like music is resonating in the kind of local all the way up to international acts. I think you've kind of found a tone in the community.
Pairing Local Bands With Icons
SPEAKER_01Yeah, well, I think for one, we actually do have a lot of bands that are, you know, starred in Santa Cruz that are huge now. Jesse Daniel, Taylor Ray, um Devil Makes Three. We have Windsor that was here. There's so many bands that have actually are huge right now that are just right from Santa Cruz. Um, with our legends live and local, kind of like pairing local musicians with um, you know, with like icons, the guy we've got to kind of expand what Santa Cruz is and like just show Santa Cruz more than Santa Cruz, like you know, everywhere else, like look what's going on here. So we'll have Jane Wheeldon from the Go-Go's that'll come and perform with local musicians. We'll have, you know, someone from the Cure, someone from Bauhaus and Love and Rockets, um, they're coming to Santa Cruz to play with local musicians, and we're getting a lot of eyeballs all around the world for what we're doing. So I think that's cool. Um, but to answer your question, I think I don't have a great answer. I'm just thinking that with so many local musicians, I think it's really hard for them to break out. I mean, like any anywhere else, not just Santa Cruz, it's hard profession. It's like most likely you're not gonna succeed. Right. So can we bring somebody that's done it? Can we bring Jane Wheeldon from the Go Go's that is, you know, rock and roll hall of fame or low total horse rock and roll hall of fame to sit and spend you know eight hours rehearsing with them and talking to them and giving them the next you know break or tell them how to do it? We have actually like the keyboardist that was played with Jane Swan Porter, she actually played with Swan with Jane in another event. Amazing. So it's already kind of working the process. I mean, this is this series, this um you know, pairing local musicians with icons, it's very new. We're doing our third one right now.
SPEAKER_03Which one's going on right now? Which one's coming up?
SPEAKER_01So do you know it's actually it's a little different. Do you know Scout? It's a local band yeah, both local band called Scout. They played a Coachella, they played opened up for Limp Biscuit, every I mean the huge kind of hardcore band. Um the lead singer is Kat Um Cat Moss. And so um she's our icon.
SPEAKER_04Okay.
SPEAKER_01So it's a little different because it's actually a local icon. Interesting. Yeah, that's here, so it's a little different. We went for the 80s vibe, the last two of them, but you know, this time we still have camera. So that's in two days.
Building An Intimate Music Experience
SPEAKER_01Um where's that at? Um, that is at Highway 17 Studio. You guys been there? How are you seven? Oh no. Oh my goodness.
SPEAKER_03So impressive.
SPEAKER_01It is the dream event space. It's on the west side, um, right behind Safeway, and it is just like three huge warehouses: black, industrial warehouse, and it's produced by this team that makes like commercials, studio, all this great huge studio stuff, but they have you know lighting, podcast studios, yeah.
SPEAKER_03They can make it rain in there.
SPEAKER_01Yeah, it's it's amazing. Yeah, it is the event space. I mean, it could fit 700 people there. Um, we're going intimate for this one. We purposely want to be intimate. Like, I don't think we want any more than 100 people.
SPEAKER_03Interesting, okay.
SPEAKER_01And and they're she's gonna play songs with local band. Um, it's um uh what's the name? Not yet old dog is the name of the band and Career Woman, and they're gonna play with them together. But again, spending so much time. Uh, she's spent, Kat Moss has spent three days rehearsing with them plus another day, and not just rehearsing, but it's really like giving them you know advice and giving directions. So that's what I feel like in general. What we're always trying to do is somehow help our businesses, people, you know, bands, artists, like how to give them a leg up. And whether it's our you know, block parties that look like a party, but we're helping 20 businesses. No doubt. We're helping, yeah. If it's an award show, we're bringing light to these 20 people that are making such a difference. So whatever we do might look like a party, it might look like something, which it is, and I'm having a great time, but there's always meaning to it somehow.
SPEAKER_03Right.
SPEAKER_01Yeah.
Midtown Fridays And What’s Next
SPEAKER_03What's the current state of what season is this of the midtown block parties?
SPEAKER_01Is this? Oh, what season? It's like, oh no, we're getting into summer almost.
SPEAKER_03No, it's on.
SPEAKER_01Yeah, no, it is our sixth year. Okay. Yeah. Six years. Yeah, six years. Yeah.
SPEAKER_03What's it? Any changes, pretty much status quo, or what's coming up for this this year?
SPEAKER_01So I told my daughter, I said, you know what? This year, I gotta make it different. I have something to say new, and you know, I was like looking around, I was like, what are you gonna do? And I was like looking around at the we're at the space, and I was like, see those lights, those string lights? I think I'm gonna make them colored this time.
SPEAKER_03Wow, big changes. Big changes, shocking.
SPEAKER_01And that's as far as I got. No, I do have other, it's gonna look better. We have a really cool stage, uh kind of it like environment and backdrops and stuff. But um, what I the challenge for Midtown Fridays, I think, is giving people what they want and giving something new that they don't know about. Yeah. Yeah. So because we could, I mean, honestly, you can go to some of the same places and see some of the same bands a lot of times, but I want to give something a little new and give someone like a little bit more of an upstart and show them. I mean, we have a thousand people there. We had 3,000 people there one time in that parking lot. In the parking lot, yeah. In that parking lot. Yeah. Oh, and wait, this isn't going, this is like not going to the city. Nobody can hear us, right? Yeah, no. Yeah, no, yeah, no. Post edit. Yeah, exactly. No, not really. It's okay. Um, but yeah, expendables. We won't have them anymore. But um that was that was actually a very chill, fun event. But um, you can understand why. Yeah, but yeah. But in general, yeah, so that that's I think we're just gonna have some we are gonna have some different bands. Every year I try to make it a little bit different bands. Right. You know what I want to do though this year, and I I just thought about this like last night sometime, but I was thinking, if we if we think about and you're talking about like culture in Santa Cruz in the summer, okay, Wednesday night you have the Capitola Village Twilight series, right? That's on Wednesday. Thursday, you have the Crow's Nest, um, and then you have Midtown Fridays on Friday. Right. Yeah. Wednesday, Thursday, Friday, if you like tally up all the bands, that's over 50 bands that are playing in the summer just in those three nights. I think that we should all get together, like the Crows Ness, Midtown Fridays, and no Capital of Village Twilight series, and like, okay, let's even promote this more because this is pretty epic, I think, what we do every single day. And that's and that just those events, that's not Pono, you know, catalyst, all other place, like all these little like these months exactly.
SPEAKER_03I do think, and it kind of Karina, who's our amazing producer here, gives us some questions and they drop in. But is Karina behind you? I don't even know. Oh, I didn't mean she's hello. The thing about her is she just appears. Okay, so she just she just I I I don't even I don't even want to look over my shoulder right now. She's there. But I think the question that she proposed there is is is one about like, um, and it's in tune with this, is like even over your event Santa Cruz time frame, all the building going on, things like that, are you feeling a change in the scene? And I it's hard to pat yourself on the shoulder because a lot of the music scene, I think, between New Music January, um live local, um, you know, the block parties, you're so committed to it. But then also are you seeing a leveling up or a broadening of the culture in town of it?
SPEAKER_01That's a good question. Um, I think in general for the music industry that it's a hard time for the music industry. I think even you know, different um venues, not not even local venues, but even larger venues, are having a hard time selling out shows. And then musicians are having a harder time making money. And so that is all a challenge. That being said, again, going back to Santa Cruz, is it a special place? Um, I do think that w we have a certain unique amount of talent that has a community, their own little communities that come and support them. So I mean, that's what I'm looking for a lot of times, even say for Midtown Friday, is like, okay, do they have a community to support them? And they do. I mean, it's like I kind of go back to the uh Humble Sea um Humble Sea Brewery when they first started, I think they didn't, I mean they were making their beer outside of their grandma's carport, and they already had a community of thousands of people. That's exactly right. Yeah, and it's like, you know, so I think Santa Cruz is super supportive of the these passion-based businesses or or um or bands or whatever it may be. And so I think it's it's hard, but I think we're we're pretty supportive of each other. So I think there's some naysayers like, okay, the culture's hard, the community is hard, it's hard to engage. Um I don't think I think you just went out there. I mean, I feel like me, sometimes I just want to sit at home. But um, there's always something to do, and there's always people to connect with. I mean, I always I was not good during COVID.
What COVID Changed About Connection
SPEAKER_01I wanted tactile. I wanted to, I wanted the hug, the shake of the hands, I wanted the you know, the drinking the beer, I wanted the, you know, I didn't want to, I did I did a couple of Zoom, I did such a weird Zoom event, actually. I did it at the Felton Music Hall. Um, remember Chris Renee? That was um yeah. So it was he was from the X Factor Idle or X facing X Factor X Factor, yeah, yeah. Amazing. Um, I can't remember the name of the song, Young Homies, I think it was the name of the song. Yeah, super popular. Simon Cow took him. Um, so I I I called Chris, like, hey, can you do one of these with me? So we did it at the Felton Music Hall. It was just me five feet away with my iPhone and all the camera stuff, whatever, no podcasting out, whatever on Facebook. And he did the most amazing performance, but I'm just sitting there five feet away from him, and like it was amazing. But in general, I caught I did not want to do those kind of unfeeling things. So um right. And that's why actually Midtown, I think, really worked really well. What helped us is that we were the first music thing that actually opened. Um when it was at the very end of anyway, like we were still wearing masks when our first one started, and um, you know, Crow's Nest still wasn't open. Um, the Twilight, you know, Twilight series did not really open yet. So I think people were just dying for music.
SPEAKER_03Was Midtown popping off like in 1819? Uh like right leading right up to COVID? Like was were me. 1819? No, that's way back. No, 2018 and 19. I and what in in in 1819, what bands were playing?
SPEAKER_01The pitchforks and the I don't know.
SPEAKER_03Yeah, yeah, yeah. Yeah, improperly phrased, but in 2018-19, was it was it raging? Was it starting to peak a little bit?
SPEAKER_01Was it it was actually huge the first year.
SPEAKER_03Okay, so my question is this is then you have this thing that goes that way, and outside of the Chris Renee, yeah, for those 18 months, what did you do? Like, because you put yourself into this event space, right?
SPEAKER_01Yeah, I did a newsletter. Yeah, an event just shut down. Yeah, I did a newsletter.
SPEAKER_03But you didn't start the newsletter then, right? Or did you did it evolve during COVID?
SPEAKER_01I think I pushed it more and I noticed the huge increase in that that newsletter viewership around that time. So I I mean the newsletter was always there. Um, I did a lot of work with I know Santa Cruz Works. Yes. Yeah, so basically it's like the same thing that I do. Event Santa Cruz does, but for tech. Did a lot of stuff for there. We did a lot of Zoom stuff, which I think worked for tech. They were fine, and we have people that work. Yeah, so it just it just worked. Um, but I I mean I actually I mean I did like probably 20 of those living room kind of shows. Oh, you did over COVID? Yeah, like we did it like at the Ma or something when nobody was there. We did like How did they live?
SPEAKER_03How did they end up living on YouTube? Do they did do they do decent?
SPEAKER_01Um they did for the streaming, they did really good. Like we would stream it on Facebook and YouTube simultaneously. Um, and so we had a lot of interaction with that. We actually did uh yeah, so there was a bunch of stuff that it they did pretty well. Um, do they get views now? No, right, yeah, yeah, no, no, no, that's obviously because it just it had kind of a uh not as celibatory feel to it, I feel. I feel there's only so yeah, there's only so much you can do. I mean, even like we did these videos for um we did a series called Love You Madly, and it was for the fire relief um after the fires, and um amazing videos. We had like Los Lobos, we had Men at Work, we had all these bands and all these bands that came and gave us videos and stuff. Yeah, and they were amazing, but it still kind of has a somber. No, it's a really good point.
SPEAKER_03I was just watching a post-malone video from COVID, and he wore a dress in his kitchen, and he was doing acoustic sets and covers, and it was amazing, made me cry when it was happening because it felt like a connection. Now you look at it's kind of sad.
SPEAKER_01Yeah. So that wasn't the one where he did the the the um nirvana. It well, I think it was. That was pretty amazing, but yeah, he was just in his living room.
SPEAKER_03But his living room, but there was the one point where he's wearing dresses, but it felt so connected during COVID. Now you watch it six years later, like what were we doing?
SPEAKER_01Yeah, for wanting anything. Yeah, kind of gives you chills thinking about it. But yeah, so I think for Midtown and things, it's always worked just because of the time frame. And I don't have to totally change it around too much, um, to be honest, because I think people just there's certain it's kind of like I think about for Instagram. I get sometimes like, okay, I want to get really creative, and I'm gonna post this picture of this, blah, blah, blah it is. And like, okay, you know, got a like a couple hundred likes. It wasn't that great. Let me post a picture of the lighthouse. Why'd that get a thousand likes? Like there's certain things that just people like. Yeah. And that, you know, take a picture of the otter, and it's cute.
SPEAKER_03Work so hard. Yeah, I'm I'm you know, I'm I'm sitting there podcasting, building a TV network, trying to expand everything, and Mark Woodward's out there taking pictures of otters, and you know, and native Santa Cruz gets 80,000 followers. I'm like, I've completely messed up my whole business.
SPEAKER_01Exactly, yeah.
City Support And Real Business Help
SPEAKER_02Is the city supportive of you? Oh my goodness. Oh god, like not not the people in the community. Yeah, no the actual city. Correct.
SPEAKER_01Um I would say if you are in Santa Cruz, the city of Santa Cruz, and you c have a business, there is you there's no excuse that you have to talk to the economic development department. I mean, they are so if you need you know help finding a location, if you know help going through the processes, if you like you have a storefront, no, uh, I mean, we're in a beautiful store right now, and it's like it looks the storefront looks amazing. If you you there's grants to beautify your storefront. Um, there are some and I think the city, I mean, they're so super supportive of everything we do. Um, I would say I I feel like I'm a cheap employee, but right, but you know, because promoting Santa Cruz, but um there's so many great resources that I feel like you don't know. And sometimes people are nervous, like, oh, I don't want to talk to the city, like all the biocracy or something. Yeah, yeah. And it's like, oh my god, economic development. They're like, besides that, it's their government agency, they're like my friends. You know, I just I would I would spend time with them 100%. Yeah, but they're they're they're super focused on trying to help local businesses. And like I'm not just saying this because it's the podcast, they really are super supportive. So, like if you own a business, like you should just have a meeting with them.
SPEAKER_03I'm so funny. The first lunch I ever had with Matthew was yeah, well, the first lunch I ever had with Matthew was at Palomar, and he told me that, and that was two and a half years ago, and I still haven't walked in there. And I'm always above my head with vibe, you know, there's so much going on, and I know that's a I need to go down and sit down there because we're working so hard. But I will back you up on one thing, and I and I can say this without question is that vibes wouldn't exist without county, city, metro. Um, there's a baseline here, there's a misconception of it depends on what business you're doing with them. You know, like for you, definitely you're running into as a mortgage broker, real estate agents, county, kind of you different kind of relationship. But from a business standpoint, how hard they're trying behind the scenes with limited budgets, and I know it sounds crazy, but um, I think they're intensely supportive of trying to grassroots companies and do everything they can to help us out. And I and I do shout that out because I I can tell you right now, Vibes wouldn't have gotten over the hump without those, particularly three, eight Parks and Rec, um, for me, Parks and Rec, County, City, and Metro as kind of like county sort of agencies that are that are there to support us.
SPEAKER_01So I would still be selling like Comcast, Enterprise, Internet Connections if it wasn't for the city. I mean, there's they besides sponsor like fiscally sponsored, yeah, but just point us in the right direction how to do things. I don't know how to do permits. I don't know what like a food truck needed a permit or I mean like I did a lot of stuff that was not actually accurate at first. Yeah. Um and so they helped me get it through all that.
SPEAKER_03Hold the event ask for forgiveness later, Matthew.
SPEAKER_01I I didn't even know I was doing anything wrong at all. I didn't know there I was gonna ask have to ask for forgiveness at everything.
SPEAKER_02But um I met you when you were doing that in the Comcast internet. Probably. Yeah, exactly. That's really funny. I kept going, wow, there's two Matthew Swinnertons in Santa Cruz. Yeah, that's what he says.
SPEAKER_03There's also a golfer, I think. Bob Swinnerton. Yeah. Then I have another um we gotta I'm gonna come up with a tone. We gotta come up with a uh drop for the Karina Wants to know question. But one of the other questions that she had, I think it's a great one because it's one I've asked you before.
The Producer’s Moment Inside Events
SPEAKER_03If you've ever worked with Matthew, um, there's a huge responsibility to event promotions. There's everything's gotta go right. You gotta make sure you're on time. Is everybody happy? You're you're running. It's like perpetually in my mind, watching Matthew, it's that same feeling when you watch your kid or yourself, you get married. You can't enjoy your wedding as much as a lot of your guests are enjoying it. And I but do you have a moment? And the question that um Karina asked was are there moments in these live local during the next ease where you kind of like go, God, this is what it's all about during the event? Or is it or do you get that moment?
SPEAKER_01Yeah, oh my goodness, yes. Okay, can I like do I mean tell you some of them?
SPEAKER_03Yeah, but tell Karina thanks for the question first.
SPEAKER_01Good question. I like the question because I don't think anybody's asked me that question. And you know what? The big thing, I mean, I I'm usually on the other side. I'm usually the one asking the question.
SPEAKER_03But we're negotiating a contract salary with Karina right now, so you've got to pump the brakes a little bit, Matthew.
SPEAKER_01Not a good question.
SPEAKER_03It's an okay question, right? So go go ahead.
SPEAKER_01But I have an answer if you if you want me to come up with something. No, um, I think moments are very important in general, and I always ask that like, what was a special moment? Yeah, I got yeah, and um, I mean, it's like sometimes it's just like little things like we so for I'll go back to Midtown. We had James Durbin and Lost Boys. James is a good friend of mine, um, and I think just an amazing performer. And this is something he doesn't like. So it was a moment that I liked, but he did not like. So we have this 12-foot beach ball. Have you guys ever seen that? Yeah, I know you've seen it. Yeah, yeah. Yeah, so we launched this 12-foot beach ball on the audience. It is the most amazing. I mean, it's as big as this room, yeah, this beach ball. And okay, it's I mean, the audience is freaking out in excitement. Um, the band is not excited because it's almost hitting their equipment. So, yeah, so the band is less excited. So I think I'm retiring it maybe. But um, and so looking at the audience, I mean, we got anywhere from three-year-olds to 90-year-olds at Midtown, but looking at everybody, all these adults that were like bouncing the ball, there was pure enjoyment. They were so happy. And just looking at them, like I got teary-eyed of seeing that, of just seeing like I love that like they are just so, so happy. And like, you know, everybody's out with their, you know, their phones looking at it, and then people are hitting it. I was like, it just seems like that was me. So that was one moment. Um, with our pairing local musicians with icons when um we had um Jane Wildon of the Go-Go's, which she is amazing, she's the funniest person I know, and I've spent a lot of time with her. And she's you know, on stage. This is actually a different, she wasn't performing at this point with the band. Um, she was doing um an acoustic version of Our Lips Are Sealed. I mean, like when I was 10 years old, like Jane Wildon was my favorite out of the go-go's. She was the cool one.
SPEAKER_03Yeah, she was the all-the-when she broke off on her record, it was okay.
SPEAKER_01Yeah, yeah, yeah. Well, you know what? There's there, yeah. She admits that too. But there's a couple of really good gems here or there. Yeah. But um, even that one, yeah, I remember a couple songs. But um, yeah, she was like, she was one of the best writers in the go-go. No doubt. Yeah. I mean, she wrote Our Lips Are Sealed, um, you know, a bunch of the hits. And she probably makes more of the publishing fees than the other ones. Yeah. But seeing her like at the Ma perform that song, and like I'm looking around, and it was the same thing. I I think I looked at everybody's faces, and these are like people like my age that were, you know, loved her, um, mostly women. They went to that one. It was like, I think there was like 95% women at the event. Yeah. And of course, they were just like in awe. It's like, we're right next to Jane Wild on the go-go's, and she's performing Our Lips Are Sealed. She sounded amazing. And then for me, so I feel like I'm in the same boat as them. I'm just looking at her and like, I can't believe like I'm doing an event, and Jane is like singing this song.
SPEAKER_03I like to imagine that you were standing there, and right next to you was a little tiny shadow version of yourself at eight years old with your LP record and your little beanie hat with the spinner on top.
SPEAKER_01What was it 1940s? Did I have my wagon clip?
SPEAKER_03I will tell you, I will finish this on her solo album though. It's I remember putting that record on, and when I started listening to it in the kind of because I was a huge Gogo's fan, um, realizing because you don't know, the time was different. We didn't have Google, we didn't have the internet, we didn't have YouTube, all these things. And I realized by about the third or fourth track, I'm like, oh shit, she's the badass of the band. And I didn't know that. Yeah, when you when you're listening to the band, you you wouldn't know that. Don't look at me like a mole because I am old right. Um uh let the old guys have the room for a little bit. But it but it is it's interesting there. And did you in that process? I think I I kind of might have kind of caught a little bit of this, but um take us through there because I think it was a great connection for live and local.
How Big Artist Bookings Happen
SPEAKER_03But the email to start, a call to start, how does this whole thing start? Because it was a really brave um you you went after a big fish right out of the gate.
SPEAKER_01Well, no, uh that part was easy. So there was a lady I met, her name was Jen. She was originally from Los Angeles, um, from here, sorry, originally from here, moved to London, and um she was working with a lot of local um London, sorry, not local, a lot of like big bands. I think she worked for Inner Scope Records. She's an author, she wrote for like the Bengals autobiography. She was helping Jane with her book. And um, she was she wanted to move back to Santa Cruz, and we met up and we were talking, and I told her, you know, one of my big focuses, like the big focus is to help local musicians here in town. Okay, can we get those one of those bands? She she she knew everybody, and especially like my kind of music, like the cure, echoing the bunny men, those kind of groups. I like those 80s.
SPEAKER_03We would have been we would have been hanging out.
SPEAKER_01Yeah, that was my band. And I've seen Depeche More like 40 times. So um, so she knew them and had their you know, and so we um we just planned that one out, and she was very close to Jane. And so um, but it was interesting. I found out over time, is so we had other, you know, we were planning a whole year out, and um financially it was very hard because they're they were very expensive to run these events. Yeah, not just because I mean the bands were actually being very supportive, doing super low prices just because they're helping local musicians, but we wanted to make a really nice production. So we're recording each one of these with red cameras and everything, and they're they're going on YouTube, and we're like we're making a pretty big production of that. So we wanted to make it nice, and so no, that's why we're this is only our third one, but um, so she just asked Jane, and we did a bunch of stuff, other stuff with Jane. Uh um, but what I learned is that all you have to do is reach out to their management. I agree, yeah. I agree. That's all because like those two other bands, like I qu I thought it would be interesting to have two two pairings of local icons. So I got the guy from the cure, the drummer, and then um Love and Rockets, Bauhaus. It was cut we we thought about the Kier without very gothic-y. We're like, who's the most gothic we can think of? And that's Bauhaus. Yep. And so we got the quote the bass player David J, which was like I loved like Love and Rockets when I was a kid. That was like my second concert ever. So we got them to together and we asked them. They said yes, we'll do it.
SPEAKER_03Then it's just negotiating fees and the back end stuff, right?
SPEAKER_01Okay, so and it wasn't, I mean, but I learned like little stuff like one thing, other end, you just gotta ask, which is great. Um, and then just other some legalities and stuff. But um, overall, I also learned I only want to work with people that are enjoyable.
SPEAKER_03I have realized that though in vibes, like the last six, eight months, more so is that the reach out like that operates a lot more like a press release than you would think, meaning that when you do a press release, these the good times look out, they're dying for content. Yeah, you do a press release, it's not like I hope you they're going to cover it because they want daily content. You know, like it is a big town that's gonna be. If you give them a fully produced story with the with the media and the images, you're gonna get published somewhere in their world. And I found out with the big asks, um, same thing through Felton and some of these interviews that you want of bands, you're like, I won't get an interview there. You just call and they'll accommodate you in that scene right there. I mean, that that that's um, I think it's it's really it's good for the community. Um, you know, for for me, I think it also, I think there's a trend going on in Santa Cruz. And I want you to talk about this from uh, you know, I think you know, you blend it is a is another kind of icon of betting and going all the way in on a a concept. But I think there's a trend happening in Santa Cruz right now, happens, I think, generationally, it takes a long time, but there's a lot of people going all the way in on these thinking a little bit bigger. And Ryan, I'll let you jump in a little bit when you're hearing this conversation about you know, bands from a hundred years ago coming here. Before you were born. Yeah. But we've talked about it before on the podcast, and you and I even off the mic a little bit, is is there is something to this massive kind of like um breaking the glass on what you think is safe to do in Santa Cruz per se, and just kind of going for it. Does that resonate with you a little bit? Like when you hear this? Like, and I'm thinking about you blended, you blended is not a small investment, it's not a small idea.
SPEAKER_02No, it wasn't.
SPEAKER_03No, I mean, but it but it it it to me, I'm again I know that's a big reach from A to B, but you know, him reaching out to a childhood, a Hall of Fame band, say, come to the come here, plug in, work with a local artist, is about the same sort of like let's get crazy and do something. Is does it resonate a little bit? Yeah, definitely. I feel mine's a lot less than his. Yeah, because I thought yours was more.
SPEAKER_02You know, Santa Cruz is definitely supportive. It's it's yes, you know, where you go, who you know. It's you know, the restaurant you talked about. I just heard about that last night. I hadn't been there yet. Halliuk. Yeah, exactly. And just that they had a phenomenal dinner, and it was just the whole vibe was really cool.
SPEAKER_03Yeah.
SPEAKER_02Um, and Santa Cruz is like that. Yeah, it the support here is just awesome. Yeah, it's a great thing.
SPEAKER_03Yeah, I think it's um and I do want to breach into this because I I want to get this kind of on you know the record as far as the audio record, which I always forget to, I'm I love it,
Santa Cruz Culture And Getting Out
SPEAKER_03vibes. We just always forget to do the the other part, but I like these long conversations, is there is a present conversation right now about Santa Cruz culture and how hard it is to connect in this town. And, you know, give each of us kind of a chance to talk about like our perception of it. I wish I would ask, you know, the museum director the same question about her perception of a child's view, like an optimistic, you know, like what is the what is the youth version of not only Santa Cruz but the world. But Matthew, you first. Like right now, when in with the way you kind of walk in the community, the events that you do, what do you what's your take on Santa Cruz community culture right now? Are you optimistic, pessimistic on it?
SPEAKER_01I think optimistic. I mean, and I'm not just saying that. I mean, go ahead. We have Santa Cruz in our name. Of course, our name is a very generic event Santa Cruz. Yeah. But yeah, but um, I don't know. I just feel like if you want to get involved in the community, you could do it. It's there's no shortage of getting involved. Um, so I just don't think there's a negative, like I think it's just I think it's coming from a perspective, like, I mean, there's a bigger discussion of just uh every one of us internally, we have like in the world or general, we have more anxieties, maybe it's hard to you know connect with people, but I think that is not the the lack of opportunity. Right. Yeah, I think the opportunity is there, and I think that like it's kind of coming from a scarcity mindset that it's not. But um, I don't know. I just feel like if I want to go line dancing or something, I can do that. If I want to go see like a hip-hop show with Mac Nova or something, I can I can go to you know, go to Mo's and see an amazing show. Right. If you know, if I want to see this, you know, Alex Osero that's you know, play the you know his new album, I can I can do that, or I can go see a special talk at the Maw. I mean, like there is always something, I think it's just getting out of our our own heads sometimes. I love that. Karina, did you have something to say?
SPEAKER_00Yeah, I just want to jump in here and say the Santa Cruz community and the the culture is really coming back. I mean, I just moved back to Santa Cruz within the past three years of going down to college, and a lot of my peers are all coming back here, and we're we're really loving this like new age cultural thing of like bringing back the the businesses that were out, logos and doing those events with collective collective and having these first Fridays. It's just we need this type of community here in Santa Cruz and to be able to come back and see all of our friends and family. It's it's really good.
SPEAKER_01Well, can I ask you a question though? Yeah, like so from your age, I think that is the biggest question. Is your age group, I feel, is harder to get out.
SPEAKER_04Yeah.
SPEAKER_01Whether it was COVID, whether it's our electronics and we have our phone. I think you know, me and Brian are as 50 year olds, we're you know, we're used to that's what you do. You go out. Um, do you feel like there's enough opportunity for you to do that?
SPEAKER_00Yeah, I would actually say that it's not about that there's not enough opportunity. It's just expensive. Like my generation can't really afford all of these things. It used to be a lot cheaper to be able to go out, but now you go out and you get a beer, it's $17. And just having these free local events with bands and everything, that's huge. It is.
SPEAKER_03Yeah. And I think your generation, there's a there's a kind of a what I'm finding, and this is interesting for your model, all of our models, and I include my kids in this, is that they save and go to festivals. Oh, yeah. So here's the difference. And so what do we learn from that? Like, yes, it's hard for them to go out three nights a week and look at it, look, you know, basically go out with the you know, maybe one friend and their part of it with tip is 84 bucks for a food and a drink. Um, and that's just a Tuesday night. That's the hard one. But then they're gonna go spend $575 for a two-day festival. And so what you're thinking is like, all right, so what they're looking for is experiences. What they're looking for is value in their dollar. And I gotta be honest with you, that's where live and local comes in. That's where, you know, for for you know, even from a vibe standpoint, we're looking at, we're leveling up with that generation as far as what is the full package when we ask for a dollar from a 50-year-old, what's the transactional nature when you're trying to get the younger generation is what they're looking to have, no problem spending $18 on a whiskey. But you better have invested in that alley oop to make sure I feel like I'm in the 1920 speakeasy.
SPEAKER_01I think that is that is huge because I feel like a lot of times, I think this is such great advice for like local businesses or anybody that's like opening up, yeah, like a retail location. If you just okay, I'm gonna sell XYZ widget, nobody's gonna come unless it's like the most amazing thing ever, but it's probably not. It's there's you can probably buy it somewhere else. You need to have experience. It needs to have an experiential element to what you're doing. You need to have an art gallery come in or something, or like bring a local artist, or you can bring, you know, something to make it interesting where people are not gonna just like, okay, I'm just gonna buy something that's exactly. I'm gonna actually enjoy myself. Yeah, yeah.
SPEAKER_02Brian?
Experiences, Third Spaces, Collaboration
SPEAKER_02So we have a lot of business owners that are hopefully are listening to this, and it's all think local first. It's all about local businesses. And so far, I've heard two nuggets in there, Matthew, the Board of Economic Development, like go there and then have the experience. Yeah, you need to have an experience, a story, uh, a something that's happening when somebody's going to your store that's just different. Yeah.
SPEAKER_03I love that to bring it to the Think Local First, you know, podcast and sort of what we're trying to get out of this is this the concept, Matthew, isn't to just kind of have the think local people on and saying, you know, what are we going to do with it? It's to have business leaders on that are having some success and or not, and have this kind of open discussion that it it leads you, like Ryan just said, to kind of start thinking about it. And the one thing I think businesses, when I'm consulting now and where we're partnering marketing, I don't think they're, I think they're living out of an old playbook sometimes, an old playbook of marketing and how it goes. And I think there's ecosystems within your marketing campaign right now. There's that, whatever you're selling, you've got this sort of, we'll just use the word, demographic, whatever you want to name them. How are you reaching them? Where are they at? And how can we communicate with them? This place we're sitting in right here, you know, being so involved with David Macintosh from Sunny California. We're in the Sunny California podcast studios, the beginning of it here. Um, but you can't just open a surfing motor shop with some clothes out front. And the idea here, it's like Matthew, you might even know. I don't even know what the Karina, you might know. I think there's a new concept. I think it's called a third space or something.
SPEAKER_00I'm just gonna say that. It's a third space.
SPEAKER_03So this third space. Wait, what does that mean? Third space concept means like don't just build a business, build a community center, an event center, an art gallery.
SPEAKER_01Oh my goodness, this is that's a perfect example of it, right here.
SPEAKER_00So everyone has their work that they go to every day, and then you have your home. And so those are your two spaces. Okay. Well, we've just lost the whole third space. That used to be coffee shops or bars or stuff. It's just getting too expensive for people, and they're not getting full-on experiences. They're not getting community, they're not getting relationships. So we need to bring back this whole theme of having a third space for people to be able to actually engage in life again.
SPEAKER_03That's exactly it. And we're even talking about in the back doing some small mixed-use cubicles for um co-working and things like that, so that you can come in here, buy an office club, store your surfboard, be connected, have some quiet conversations. But I think mostly from that standpoint, and I clearly know he's got some intentions to fill some gaps even with Event Santa Cruz, using that event space where um, because I think you you're always in the business of sharing the love. You know, you're always in the business of finding spaces for consistent messaging, right? Yeah.
SPEAKER_01Well, you know what? I think you brought up a good point about, you know, it's we are on a different model. We hate we can't do the 1950s kind of retail. We need to find something new and different. And I think that's why David does such a good job. It's um, for one thing, being collaborative. Totally. Yeah. You know, just working together with other businesses. It's not all about mine. It's not all about me. Or like you have to work. And then even Ryan talked about, you know, being supportive. It's like all those things together. It was like we're not, we're gonna rise to the top. I think there's some terminology like that, if we do it together. Yeah, yeah. If we and it's like so cliche, but it's true. It's like the more you collaborate with local businesses and local people, and like you're just like getting the community involved. And I know for me, I mean, that's all I do. I tie anything.
SPEAKER_03I tied lifts all boats. That's it.
SPEAKER_01Thank you. Yeah, yeah.
SPEAKER_02Even like you said before, all I did was pick up the phone and call. Yeah. Like people do want to help each other, and people are there to be supported. Just ask. Exactly.
SPEAKER_03Well, we were on the struggle bus, and and Matthew knows this too, and we we're kind of crawling out of it now. But I think the the thing I look about it is like in event Santa Cruz sitting here is he baked the community into his model, had to from the get go. It's it's it's a part. Of the DNA. It's not a widget. You're not selling, you know, you're not an ace hardware selling like, you know, you know, power tools. You baked the your your business is the community, so the community is the model vibes. Um, you know, from a standpoint, we just baked it in from the beginning so we didn't have to think about it on the back end. But I think there's part of it now where if you sort of like that intentionality of working the community, because then you basically have these, these, you know, you sort of have this nice mix of what is this community? What's the demographic? What do we feel like? Well, if you open the door and it's baked in, you it's not just, and this gets to a think local first thing. When you open it up, whether it be through a newsletter, whether it be through collaborations and events, they're your best marketing basically study of an area. Yeah. Like because then you basically have, whether it be through communication, whether it be through feedback, creating new friendships, um, if your ears are open and you're vulnerable and you don't feel like you have it all figured out, you're gonna hear some amazing things from that community that you build on how to how to help your business. Yeah. And even like you said, this conversation, I always used to think when I coached football, I'd go to a coaching conference like three days, kind of mind-numbing. You know, it's like 10 hours a day of coaches talking about bullshit. But if I walked away from that weekend with one thing I did not know or one thing I could bring back to my scheme or a concept, the whole weekend was worth it. And I think eventually that's where we'll land on this podcast is that if we can have the business leaders on and we can kind of talk about it and and the hard parts, you know, the hard parts of what is going on with the economy, um, you know, and and how we go here, I think this will have tremendous value. Can we have an hour on that right now?
SPEAKER_01What's that? Can we talk about the hard stuff now?
SPEAKER_03No, yeah, that's this was the hard stuff. But um there is some. Yeah. And it, you know, for me, it's like, you know, um, Matthew, and I guess the the one of the final ones as we kind of go out right now is, you know, as we're talking to this business community, and I think we kind of touched on it right now. Um, you know, as as you kind of look at the overall kind of ecosystem of Santa Cruz, what you're doing right now, the businesses you work with, um, you know, I guess is there any small little things that are kind of rambling through your head or any kind of small nuggets that that you can think about as you're kind of setting up the next round of midtowns and things like that for these businesses?
SPEAKER_01I don't know. I would just I I kind of got sidetracked with one thing you were saying, and I was thinking about, you know, it just I like working with friends.
SPEAKER_03Yeah.
SPEAKER_01I like working with people that I enjoy working with. And I know we're talked about, you know, how to grow your business, what what to do and to collaborate. And I think that's what makes it more enjoyable, makes you more successful. You're just like you were working, you're networking, whatever, but it's like networking, not a networking of like, okay, I have to network, I have to have this hello, my name is so and so, my bad. You're just like part of the community, enjoying yourself. I think it's gonna be so much more successful. So that's what I keep trying to do with, you know, I have like some new people on our team that we're I'm working with. Um, I have uh, you know, we're doing the the what is it, Santa Cruz Music Awards coming up soon. You know, we have these other events that we're doing. It's like I feel like I'm just like, okay, just adding one friend at a time. I love it. Enjoying myself. And um, I feel like everybody's business should be that way. Um, because then you're just gonna have a heart attack by the time you're 55. Yeah.
Where To Find Event Santa Cruz
SPEAKER_03Matthew, the the the the you know, the last outro part here is just basically, you know, all the handles, where to connect, where they get up, how can they sign up for the newsletter, where can they, you know, YouTube channel name, Instagram, all that fun stuff.
SPEAKER_01Event Santa Cruz.
SPEAKER_03Okay, that's very, very complicated for for me to process right now.
SPEAKER_01Just go to eventsantacruz.com, YouTube eventsanta cruz, Instagram, eventsanta cruz. Um, I don't think you need to go to Facebook Event Santa Cruz, like only get a couple likes anymore. Okay. It doesn't work as well. It's where it's at. Yeah.
SPEAKER_03Brian, do you have your uh Karina script in front of you?
SPEAKER_01Uh no, I don't. You don't does he have one? I think okay, now he does.
SPEAKER_03Okay, because here's what we're gonna do. This is gonna become a thing in the show. We are gonna read verbatim our outros um that that she did here. So that we'll close this out. We'll this is the last prompt, but I'm I mean I'm gonna stick right with the script, and so I'll read mine, you read yours, and then I'll I'll close it out. Um but Ryan, the think local first um handles cont contact. Do you have that off the top of your head or do you want to drop in the show notes? Do we have that like where to reach uh Think Local First? Or is it like Event Santa Cruz? I think it is. You know, you basically Google Think Local First and Exactly this is called Killin' Time, so Karina can find it right now, and we can get that Instagram handle. But I'm gonna start with this, Matthew. I'm gonna look you right in the eyes and read my script. Okay. I appreciate you coming on, man. Thank you. This was a great way to kick things off. It was.
SPEAKER_01Do you know I started the Think Local First radio show?
SPEAKER_03That's not on the script.
SPEAKER_01I know, but I just thought it was I did I did know that.
SPEAKER_03I did know that nugget.
SPEAKER_02For everyone listening, go support local, show up at events, and stay connected to your community.
SPEAKER_03This is Think Local First. You know what? We'll see you on the next one.
SPEAKER_02But hey, one real quick thing, Matthew Sanderton. I know you built this little community around yourself because it was fun for you. Okay. But Santa Cruz appreciates you. Thank you for doing this. For sure. Definitely needed something like this. Thank you. And it's huge. Thank you very much. I enjoy options.
SPEAKER_03Our our little local treasure. Thanks, Matthew.
SPEAKER_02Thank you.
