New leaders bring fresh energy to Boulder Creek Business Association

The season of spring is a time of renewal. From blooming bulbs to animals awaking from hibernation, the onset of warmer weather and longer days is a welcome change from the dark depths of winter.

In Boulder Creek, the local business association has a new spring in its step as well. On March 18, a new board with fresh faces and forward-thinking ideas was elected onto the Boulder Creek Business Association (BCBA) at the highest-attended meeting in recent history.

Members voted in a new slate of executive board members at the meeting: President Justin Acton, Vice President Christopher Bradford, Secretary Scott Tucker and Treasurer Tess Fitzgerald, along with six members-at-large: Ginia Klamner, Kim McCann, Mary Sullivan-White, Kelly Pruden (returning member), Sylvia Lynn Rogers and Mary Sullivan-White.

Acton served previously with BCBA, first as a member-at-large and then as president. He stepped down from BCBA in 2020 and has been a past co-president of SLV Rotary and recently joined the Mountain Parks Foundation board. After seeking some financial information from the BCBA board in recent months, Acton felt compelled to take the helm of the nonprofit organization again.

“First, I wanted to ensure that the funds collected on behalf of members were properly accounted for and used in ways that align with BCBA’s mission. Second, I’ve noticed a decline in camaraderie among shop owners, yet a strong downtown community is essential for promoting and uplifting local businesses,” said Acton, who opened Boulder Creek Pizza & Pub in 2012. “Lastly, I wanted to see the return of events that attract people to town and encourage shopping locally. Before I left the board, we had introduced a mixer program, hosting events at various shops to bring businesses and the public together in a fun, informal setting. These mixers were a great way for the community to discover local offerings, and I’d love to see them reinstated.”

The numerous issues that had cropped up in recent years around town were part of the driving force of Acton’s decision.

“Serving on the BCBA board is a significant time commitment, and it’s important to acknowledge and appreciate the hard work of past board members, particularly in organizing events that benefited the community,” Acton said. “Regarding finances, catching up on financial records is a top priority, and that work is already underway. Fortunately, we do have funds available, and the board will be working together to determine the best ways to promote and support our business members. We have a strong team in place, and while we are still in the early stages, I am confident that our collective ideas and efforts will yield positive results for both our members and the community.”

In addition, Acton said past discussions emphasized the board’s role in advocating for the community with local, state and federal officials. However, there was little opportunity for members to engage in these conversations or understand what was being advocated for on their behalf. 

“Moving forward, we aim to ensure that our advocacy efforts reflect the needs and priorities of our members by keeping them informed and involved,” Acton said.

He added that the board needs to be more proactive in promoting local shopping, particularly during key times like the holiday season.

“Small Business Saturday should be a well-organized, highly visible campaign, and we plan to emphasize the importance of supporting local businesses year-round. Our message will remain consistent: invest in your community by spending locally,” Acton said.

Vice President Bradford is a known quantity among most San Lorenzo Valley residents, and Boulder Creek is no exception. The small business owner ran a grassroots campaign for the Fifth District supervisor’s seat in 2024, and although he came in second to Monica Martinez, Bradford is continuing to put his community first. 

He serves as treasurer for the Fire Safe Council of Santa Cruz County and continues to advocate for his fellow CZU Fire victims, who have fought with the county to rebuild their homes that were lost during the 2020 fire. His decision to run for the BCBA came from community connections and a willingness to serve others.

“Talking to other business owners who I am close to, it seemed like a great opportunity to get deeply involved with how businesses are supported in our town. Small businesses are often the lifeblood of towns like ours, and it’s so important that we support each other as a community to make sure that they are successful,” Bradford said. “I want to see serious increased effort and collaboration for our businesses, especially on Main Street. Efforts like First Fridays are fantastic, but I think we have some great opportunities in cross-marketing our businesses and taking advantage of weekend traffic.”

We have a strong team in place, and I am confident that our collective ideas and efforts will yield positive results for both our members and the community.

Justin Acton, President, BCBA

Revitalizing Boulder Creek

Secretary Tucker is a historian and an active member of the San Lorenzo Valley Museum, which has locations in Felton and Boulder Creek. Tucker’s extensive knowledge of the area and the origins of the town of Boulder Creek led him to offer his support to the group.

“My goals as far as helping Boulder Creek grow revolve around a few factors: we want people to shop locally,” Tucker said. “Even before Boulder Creek came to be (the town was founded in the late 1800s), it was a tourist area thanks to the natural beauty and resources of the area. This is where wealthy dignitaries came to fish; Boulder Creek and Big Basin used to be one of California’s favorite vacation destinations.”

Tucker, who gives monthly lectures at the Museum, said he would like to use tourism to bring in more tax dollars.

“I want to share our town with others—I want families to come here, visit, shop and go home with great memories,” he said. “I especially want to use my exposure as a historian to help promote that. We need to capitalize on the fact that we live in one of the most historic towns in California, and people don’t realize that. Our story needs to be told, and that’s what I’m working on. If we get the word out, people will want to come visit us.”

Treasurer Fitzgerald volunteers like other people breathe. Fitzgerald’s board experience includes being the incorporating president of the Boulder Creek Elementary School Parent Club, elected member of the Boulder Creek Recreation and Park District Board of Directors and the current volunteer board secretary for the Felton Fire Protection District.

“After Covid and then the CZU fire, I felt compelled to step up and do whatever I could to help showcase our town’s small business owners who were able to hang on during those very, very rough years, as we lost so many businesses and active community members in the aftermath of those two events,” Fitzgerald said. “I wanted to offer my professional experience to assist in straightening out some fiduciary issues of the organization, then return the organization’s focus to supporting our members and bringing back the fun to our events that decades of BCBA members have so generously sponsored all these years.”

Fitzgerald, who noted that the Association’s tax returns had not been filed since 2022, said the new board has already taken immediate steps to rectify the most serious of these issues and looks forward to “ironing out the rest fairly quickly.”

“The BCBA had a period of time where the scope of what the organization was founded for bled into the jurisdiction/mission of other local governmental and nonprofit entities that already provide similar services,” she said. “I look forward to a ‘return to our roots,’ supporting and promoting our local business community, polishing up our entire commercial district, and hosting fabulous community events.”

Fitzgerald said one priority for the board in the near future is to re-activate BCBA committees for community events, like the Fourth of July Parade, Halloween, Tree Lighting and Small Business Saturday.

“We are looking forward to having regular general meetings where people can drop in to see what we are doing and volunteer to pitch in, as well as adding committees to the website so folks can look at the opportunities available to help when they can,” she said.

When asked what the local community can do to support the efforts of the new Association’s team, Fitzgerald didn’t hesitate.

“Shop as locally as possible whenever you can,” she said. “Just like Amazon, you can shop in your pajamas in Boulder Creek, except shopping locally supports the businesses that fund the town events and programs that make our community so unique and charming, and there is no shipping fee or wait time.”

Acton was on board with Fitzgerald’s sentiment regarding the town, and added some additional ways that local residents can support this historic place.

“Explore and support the incredible businesses in Boulder Creek. We have fantastic shops and service providers, and every dollar spent locally helps sustain our community,” Acton said. “Attend a mixer: These events are a great way to meet the people working to promote Boulder Creek while having a good time. We are already planning our first mixer, and details will be announced soon. Financial support is also essential. Maintaining the town’s charm—including tree maintenance and decorative lighting—costs thousands of dollars annually. Contributions help keep Boulder Creek looking beautiful.”

Acton also stressed the need for volunteers.

“If you want to get involved, we’d love your help. Plus, volunteering is a fun and rewarding way to bring joy to the community,” Acton said. “We are a brand new BCBA board. All but one board member is just stepping into our roles and there is a lot of work in the transition. We are doing our best to pick up the torch, but there will be some hiccups and we appreciate some grace. These board members are volunteers with busy careers, so we are currently burning the candle at both ends to do our best for our community. If there is something we miss, please help us by letting us know.”

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To volunteer or find ways to support the beautiful town of Boulder Creek, email the Association at In**@bc**.net or visit the website bcba.net.