Santa Cruz Good Times

Wednesday
Jul 01st
Text size
  • Increase font size
  • Default font size
  • Decrease font size

Renewing Pride

event pride1Annual Santa Cruz Pride Parade returns—with a twist

When the Diversity Center of Santa Cruz was thinking about a slogan for this year’s Pride Parade and Festival, its organizers immediately thought of Dan Savage’s “It Gets Better” campaign and the Gay Straight Alliance’s “Make it Better” campaign. “We wanted to riff on that theme,” says Jim Brown, executive director at the Diversity Center. “Some teens can’t wait for life to get better—they need to do something now.”

By bringing the community together, support for the LGBTQ community can accumulate and grow and, Brown says they “pulled the pieces together and came up with ‘Make it Better Together.’”

The positive slogan can also be applied to the event itself. Faced with a significant decrease in revenue, workers at the Diversity Center realized they would need to scale back their annual festival if they wanted to simply break even. But, they wanted to be certain that a smaller event did not translate to a decrease in the spirit of the festival.

event pride2The reason for the changes is economic. “Every year, the Diversity Center produces Santa Cruz Pride at a cost of about $25,000,” Brown explains. “The event raises just enough money to cover costs.” By scaling back on the amount of booths and shortening the time of the event, the Diversity Center will be able to save $15,000 while still celebrating the acceptance and pride of the LGBTQ community.

The need to cut back resulted from the 50 percent loss in booth rentals and sponsorships, two of the event’s biggest sources of revenue. And with the Diversity Center’s $15,000 savings is also a $15,000 decrease in revenue. The event will break even, as in past years, but the center will not make money for additional programs and activities.

“For us, scaling back seemed like the most responsible thing to do,” says Brown.

event pride3The two most significant changes are the location and time of the event. The parade used to begin on Pacific Avenue in Downtown Santa Cruz and continue to San Lorenzo Park, where the stage and booths were set up. This year, the event (Sunday, June 3) begins with a parade that still runs along Pacific Avenue but fades at Cooper Street. (Participants can gather at 9 a.m.; parade starts at 11 a.m.) Following the parade, a street festival will continue until 2 p.m. In past years, festivities would carry on until 5 p.m.

A stage will be set up at Pacific Avenue and Locust Street. Locals and supporters can stop by to listen to proclamations from the city and county, and watch performances by spoken-word poet Lex, band Frootie Flavors, CHEER San Francisco!, and more. Booths will be set up along Pacific Avenue, but there will be fewer than in previous years—about 25 booths. Some booths will be informational, and others will support local businesses. A dance floor will be set up on Pacific Avenue, with DJ Reb on hand.

“Every year, the event has been in San Lorenzo Park—that location became a long tradition, and it’s sad to change it,” Brown admits. But, he believes the location move will bring exciting opportunities. In the festival’s new, more centralized area, visibility for the LGBTQ community will increase. People walking around Downtown Santa Cruz will be drawn to the festivities.

The center’s goal is to make their Pride event endure in the currently challenging economy. But Brown is confident about future Pride festivals. “As the economy improves and financial support for the event grows, we hope to scale Pride back up in the years ahead.”


Pride events take place on Sunday, June 3. For more information, or to get involved, visit diversitycenter.org.

Comments (3)Add Comment
...
written by a guest, June 04, 2012
It's sad the economy affects eveyone including non-profits. Blame the big banks and the 1% for poor managment and not donating to non-profits.

You shoudl come out and volunteer. Make it better together.
...
written by a guest, June 02, 2012
all i feel is decrease in spirit. you made a bad decision.
...
written by a guest, June 02, 2012
you are erasing a long standing tradition. i suspect mismanagement of moneys and to screw up santa cruz pride is a BIG MISTAKE you take away all the signifigant things. whoever released the press to let us all know is like waiting till last minute to tell someone there has been a death in the family. the shortest parade unacceptible.. why did you not address these issues before? u erased ....

Write comment
smaller | bigger

busy
 

Share this on your social networks

Bookmark and Share

Share this

Bookmark and Share

 

I Was a Teenage Deadhead

Memories of life on tour, plus the truth about that legendary Santa Cruz Acid Test

 

I Build a Lighted House and Therein Dwell

Wednesday, June 24, Chiron turns stationary retrograde (we turn inward) at 21.33 degrees Pisces. We usually speak of “retrograde” when referring to Mercury. But all planets retrograde. Next month in July, Venus retrogrades. What is Chiron retrograde? Chiron represents the wound within all of us. Wounds have purpose. They sensitize us; make us aware of pain and suffering. Through our wounds we develop compassion. Through compassion we become whole (holy) again. Chiron helps develop these states of consciousness. Everyone carries a wound. Everyone carries family wounds (family astrology tracks the astrological “DNA” through generations). Chiron wounds are deep within. We’re often not aware of them until Chiron retrogrades. Then the wounds (through pain, hurt, sadness, suffering) become apparent. They seem to break us open emotionally, psychologically. Painful events from the past are remembered. They are brought to the present for healing. Through experiencing, talking about and deeply feeling what is hurting us, healing takes place. We begin to understand and bring healing to others. All week, Jupiter and Venus move closer together in the sky. They meet in Leo at the full moon, Cancer solar festival, on Wednesday, July 1. The Cancer keynote is, “I build a lighted house and therein dwell.” The soul’s light has finally penetrated the “womb” of matter. The New Group of World Servers is to radiate this light. At the end of each sign are keywords to use and remember during the Chiron retrograde.

 

The New Tech Nexus

Community leaders in science and technology unite to form web-based networking program

 

Film, Times & Events: Week of June 26

Santa Cruz area movie theaters >
Sign up for Good Times weekly newsletter
Get the latest news, events

RSS Feed Burner

 Subscribe in a reader

Latest Comments

 

Kickin' Chicken

Local kitchen alchemist Justin Williams is fast becoming a cult flavor master. His late-night wizardry, which began last fall delivering mainly to starving UCSC students, is catching on with taste buds beyond campus. Kickin’ Chicken delivers its spicy-sweet fried chicken and waffles to Westside residents between 9 p.m. and 2 a.m. nightly. Or you can catch him and his brother and sister, Candice and Danny Mendoza, serving it up at their “Sunday Mass” at the Santa Cruz Food Lounge at 1001 Center St. in Santa Cruz. Using sous vide, a French method of cooking chicken in a water bath at a tightly controlled temperature, they then flash fry it for an amazingly crispy coat. Candice Mendoza spoke to GT about Kickin’ Chicken’s rise.

 

What’s a creative new approach to addressing summer beach litter?

Robotic dogs, with duct tape on their paws, that walk around picking up litter wherever they go. Joaquin Heinz, Santa Cruz, Barista

 

Pelican Ranch Winery

The most popular red wines found on store shelves are also those most commonly known, such as Pinot, Zinfandel and Merlot. But when you come across a more unusual varietal, like Pelican Ranch Winery’s Cinsault ($19), it opens up a whole new world. Cinsault is a grape that can tolerate heat, so it is found in countries with warmer climes such as Morocco, Algeria, Lebanon, and France. It’s rare in California but grows well in places like Lodi—Silvaspoons Vineyard in this particular case—where it’s hot and dry. Often used as a blending grape, the silky Cinsault is just fine on its own.

 

Open Wide

Soif’s soft reboot leads to expanded menu, plus the ‘thinking woman’s ketchup’