The fast-tracked traffic plan for Pacific Avenue comes to a halt
As November began, a proposal to make most of Pacific Avenue in Downtown Santa Cruz a two-way street was speeding through votes of approval. But, by the end of the first week of the month, support for the idea had come to an abrupt stop.
The Downtown Association (DTA) and several city council members advocated for the proposal, which would have opened up the portion of Pacific between Cathcart and Church streets to two-way traffic by Dec. 2, as a way to increase downtown spending in time for the holiday shopping season. This expectation stemmed from a recommendation made by Michigan-based retail consultants Gibbs Planning Group, which reported that shifting to two-way traffic could increase sales by 30 percent because of increased visibility of storefronts.