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Art of Santa Cruz started as a just a dream of Pam and Dawn, a mother-daughter team, who desired to make Santa Cruz a world-renowned destination for art buying and selling. They dreamt of way for local artists to display and sell their work in an accessible and affordable manner.

That dream came to fruition in November of 2010 when they opened their first non-profit art gallery in Scotts Valley.  It allowed local artists to show their work on a daily basis, instead of only at weekend craft-fairs and festivals. This unique non-profit model allowed artists to rent a space and receive a commission on sales. It was a venue that has not yet existed in Santa Cruz County.

About Us

It was so popular that in January of 2012, they moved to a much larger space in the Kings Plaza Shopping Center in Scotts Valley and hosted over 100 artists!  They incorporated their business under the name of Regional Artisans Association (RAA).

The number of sales and participatory artists grew quickly.  With increasing success, they began expanding into the community by offering programs such as Art in Public Places, sponsoring a youth conservatory theatre, summer camps for mural painting and a promotional website.

In 2014, the Capitola Mall approached RAA and offered them a location inside their mall.  In May of that year, Pam and Dawn opened a new gallery, Art of Santa Cruz, in the Capitola Mall. The Scotts Valley location closed and many of the artists moved to Art of Santa Cruz. In the same year RAA opened a second location in Monterey: Monterey Bay Artisans, at the American Tin Cannery. Both Santa Cruz and Monterey artists filled the galleries with their works of art.   

In time, the business continued to evolve and grow. The Monterey location was closed in December 2016. Pam and Dawn decided to open their own retail store and leave Art of Santa Cruz to a new president, Heather Richman.  This location inside the Capitola Mall is still very active, and was able to continue on through the 2020 Covid-19 pandemic with the help of PPP loans, grants, and generous donations from customers, and also from the artists themselves. Hours of operation were reduced and an online Shopify shopping experience was added for curbside shopping.


In June 2021 Art of Santa Cruz was able to resume its daily full time hours of 10am-6pm Monday thru Saturday and 11am-6 pm on Sundays. The Shopify online store is currently under construction and may open sometime in the future,  although a definite date has not been decided upon.


Because of Covid and expense reduction, we did have to let go of the space across from the Gallery that we called our Community Room where we had held art classes, conducted youth art contests, and semi-annual silent auctions. We have plans in progress to start some ofvthese events again in the near future. 


In May 2023 we joined the First Friday Santa Cruz Art Tour as an art venue. This Event occurs the first Friday of every month from 5:00-7:00pm and we want word to get out so that more and more of the Capitola/Soquel art loving community is able to join us at this monthly event. All of Santa Cruz County is invited as well!

The artists look foward to talking with you and showing their art. All art may be purchased at the event. The First Friday events will continue in 2024. Do stop in! We'd love to see you at these events!


We have a friendly staff who are happy to help you find just what you are looking for--whether it is for a gift or for yourself. Please stop by and enjoy the artful atmosphere. Located near the Food Court, just outside of Target.

We are open seven days a week and hope to continue to make the art buying experience in Santa Cruz more enjoyable for everyone.

Call For Artists!

Are you a painter or potter, a weaver or knitter, a woodcarver or even a baker, a candy maker or metal smith? What do you do that expresses your creativity? Do you love to sew and make useful gifts for the home? Maybe you like to crochet or make cool things from leather.

Do you say, “I’m not a professional artist" when others ask you if you sell your creations? What do you do with all the wonderful pieces you create? Would you like to see them on display in a retail shop and available to purchase seven days a week?


If you do and are a maker, a creator, a crafter, or an artisan, we would love to have you here at

Art of Santa Cruz. Please contact us for more information on how you can get your work displayed with us! We are accepting applications for juried participation.


Our physical store is located inside the Capitola Mall, right next to Target. We are also reachable at (831) 515-7390 or via email at Can't wait to hear from you!

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