CAP17Economy

© 2011 Applied Survey Research 21

EconomicSnapshotofSantaCruzCounty...........22

EconomyCommunityGoals.......................................22

EconomicWell‐Being...............................................23

TaxableSales................................................................25

AgriculturalProduction...............................................26

Tourism...............................................................................27

JobOpportunities............................................................28

UnemploymentRates...............................................29

NetJobGrowth................................................................30

HouseholdIncome....................................................32

PovertyLevel...................................................................33

Self‐SufficiencyIncomeStandards.........................34

AffordableHousing...................................................35

HousingOccupancyandTenure..............................39

Foreclosures.....................................................................40

AssistanceforNeedyFamilies..................................40

Economy Santa Cruz County Community Assessment Project, Year 17, 2011

22 © 2011 Applied Survey Research

ECONOMIC SNAPSHOT OF SANTA CRUZ COUNTY

INDICATOR MEASUREMENT DATA OVERALL

TREND RECENT TREND

ECONOMIC WELL-BEING Percent of CAP respondents who felt financially better off this year than last year 30.6%

UNEMPLOYMENT RATES Unemployment rate 10.7%

HOUSEHOLD INCOME Median family income $85,800

POVERTY LEVEL Percent of children under 18 living below the Federal Poverty Level – Santa Cruz County 17.3%

AFFORDABLE HOUSING Percent of CAP respondents who spend more than 30% of their total take-home pay on rent or housing costs

55.9%

Indicates data moving in a positive direction; Indicates data moving in a negative direction; Increasing (Upward) trend; Declining (Downward) trend;

Inconclusive; variable; no clear trend; NA Not applicable or data unavailable.

ECONOMY COMMUNITY GOALS

GOAL: By the year 2015, Santa Cruz County will leverage educational opportunities and academic institutions as engines to fuel economic growth and technology transfer better than similarly situated counties in California.

GOAL: By the year 2015, increase the number of jobs within Santa Cruz County by 1,000 and “re-localize” 10% of our commuting workforce.

GOAL: By the year 2015, Santa Cruz County will slow or stop the contraction of municipal budgets through economic development of the underlying economy.

Santa Cruz County Community Assessment Project, Year 17, 2011 Economy


ECONOMIC WELL-BEING Due to an increased cost of living, less income, unemployment and the recession,most surveyrespondents(69%)felttheywereworseofffinanciallythisyearthanlastyear.Whenaskedtheirtop reason for why they did not feel economically better off, Latinos said it was due to “lessincome” and Caucasians said itwas due to the cost of living.More than half of Caucasian CAPrespondents reported saving money for the future through savings accounts and retirementcomparedto34%ofLatinoswhosavedthroughsavingsaccountsand21%whosaved throughretirement,astatisticallysignificantdifferencebetweenLatinosandCaucasians.

Do you feel you are better off financially this year than last year? (Respondents Answering “Yes”)

Overall N: 2000=653; 2001=705; 2003=688; 2005=694; 2007=693; 2009=822; 2011=702; Caucasian N: 2000=442; 2001=492; 2003=476; 2005=484; 2007=485; 2009=572; 2011=490; Latino N: 2000 N=141; 2001=159; 2003=158; 2005=158; 2007=155; 2009=186; 2011=160. Source: Applied Survey Research (2011). 2000-2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: Prior to 2009, the survey question stated “Do you feel you are better off economically this year than last year?

If you do not feel you are better off financially this year than last year, or you don’t know, why do you feel this way? (Top 5 Responses)

2003 2005 2007 2009 2011

1. Cost of living increasing (20.5%)



1. Loss on financial investments (16.8%)


2. Less income (20.4%) 2. On a fixed income (15.1%)

2. Gas prices (18.5%) 2. Lost job or family member lost job (15.8%)

2. Less income (19.8%)

3. Overall economic recession/slowdown (18.0%)

3. The same, doing ok (15.1%)

3. Wages stagnant (16.7%) 3. Cost of living increasing (14.0%)

3. Unemployed (16.7%)

4. Unemployed (13.2%) 4. Less income (14.9%) 4. Less income (12.6%) 4. Working less than last year/ underemployed (13.1%)

4. On a fixed income/retired (12.6%)

5. On a fixed income (9.9%) 5. Unemployed (13.0%) 5. On a fixed income (11.3%)



Year 2011: 499 respondents offering 690 responses. Source: Applied Survey Research (2011). 2003-2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: This was an open-ended survey question which allowed the respondent to provide any answer. Due to variance in coding, data should be compared by top responses rather than tracking individual responses over time.

53.8%42.5%

27.5%

39.8% 42.1%

20.1%

30.6%

57.0%

41.9%27.7%

41.2%45.8%

21.6%

31.3%

47.5% 42.2%

27.4%

35.4%31.5%

16.1%

28.0%

0%

20%

40%

60%

2000 2001 2003 2005 2007 2009 2011

Overall CaucasianLatino



If you do not feel you are better off financially this year than last year, why do you feel this way? (Top 3 Responses) By Ethnicity

CAUCASIAN LATINO

2009 2011 2009 2011

1. Loss of financial investments (23.4%)

1. Cost of living increasing (23.6%) 1. Less employment opportunities (28.7%)

1. Less income (28.7%)*

2. Lost job or family member lost job (13.6%)

2. Less income (17.2%)* 2. Working less than last year/underemployed (18.9%)

2. Unemployed (26%)*


3. On a fixed income/retired (15.4%)*

3. Cost of living increasing (18.7%) 3. Cost of living increasing (24.5%)

Caucasian 2009: 458 respondents, 2011: 344 respondents. Latino 2009: 158 respondents, 2011: 117 respondents. Source: Applied Survey Research (2011). 2009-2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: This was an open-ended survey question which allowed the respondent to provide any answer. Due to variance in coding, data should be compared by top responses rather than tracking individual responses over time. *Significance testing: Significantly more Caucasian respondents felt they were not better off financially this year due to a fixed income/retired. Significantly more Latino respondents felt they were not better off financially this year due to unemployment and less income.

Are you saving money for the future through any of the following saving options? (Selected Responses) By Ethnicity - 2011

Overall 2011: 704 respondents offering 977 responses; Caucasian 2011: 491 respondents offering 712 responses; Latino 2011: 158 respondents offering 180 responses. Source: Applied Survey Research (2011). 2011 Santa Cruz County Community Assessment Project, Telephone Survey. *Significance testing: Caucasian respondents were significantly more likely than Latino respondents to save for the future using savings accounts, retirement, and other options. Latino respondents were significantly more likely than Caucasian respondents to not save money.

56.7%*

0.7%*

1.4%

20.8%*

33.9%*

25.9%*

9.3%*

3.8%

52.4%*

53.5%*

32.6%

6.9%

3.7%

45.2%

50.5%

0% 20% 40% 60% 80% 100%

Not saving

Other

Stocks

Retirement

Savings account

Not saving

Other

Stocks

Retirement

Savings account

Not saving

Other

Stocks

Retirement

Savings account

Latin

oC

auca

sian

Ove

rall



TAXABLE SALES Taxable salesarean indicatorof consumer spendingandconfidence.Adrop in taxable sales isevidence of a decline in consumer confidence. Santa Cruz County saw a decrease of 13% intaxablesalesfrom2008to2009inalljurisdictions,andanoveralldecreaseof14%inpercapitataxablesalesduringthesameyears.SantaCruzCounty’spercapitataxablesaleswere18%lessthanCaliforniain2009.

Annual Taxable Sales1, Santa Cruz County

Source: California State Board of Equalization (2010). 2001-2009 Report of Taxable Sales by County in California. Note: Data presented are the most recent available. 1Taxable sales are as of July 1 of each year.

Annual Taxable Sales by Jurisdiction

JURISDICTION 2001 2003 2005 2006 2007 2008 2009 01-09

% CHANGE

Capitola $464,914 $463,247 $484,162 $490,337 $481,835 $424,603 $355,427 -23.5%

Santa Cruz $809,628 $761,986 $813,834 $837,511 $851,755 $802,882 $718,859 -11.2%

Scotts Valley $176,661 $153,474 $164,863 $166,427 $184,706 $190,590 $147,933 -16.3%

Watsonville $484,801 $483,892 $599,273 $613,279 $602,632 $553,334 $495,137 2.1%

Unincorporated/Unallocated $945,278 $920,042 $1,012,013 $1,058,392 $1,074,858 $1,059,663 $921,113 -2.6%

Santa Cruz County Total $2,881,282 $2,782,641 $3,074,145 $3,165,946 $3,195,786 $3,031,072 $2,638,469 -8.4%

Source: California State Board of Equalization (2010). 2001-2009 Report of Taxable Sales in California. Note: Data presented are the most recent available.

Annual Taxable Sales by County and State

REGION 2001 2003 2005 2006 2007 2008 2009 01-09

% CHANGE

Monterey $5,101,569 $4,918,656 $5,454,500 $5,658,166 $5,680,652 $5,399,594 $4,705,845 -7.8%

San Benito $501,089 $498,251 $535,651 $536,846 $550,032 $504,523 $422,942 -15.6%

Santa Clara $32,133,247 $27,062,663 $30,193,802 $32,273,238 $33,663,448 $32,274,306 $27,427,709 -14.6%

Santa Cruz $2,881,282 $2,782,641 $3,074,145 $3,165,946 $3,195,786 $3,031,072 $2,638,469 -8.4%

California $441,517,560 $460,096,468 $536,904,428 $559,652,437 $561,050,149 $531,653,540 $456,492,945 3.4%

Source: California State Board of Equalization (2010). 2001-2009 Report of Taxable Sales in California. Note: Data presented are the most recent available.

$2,881,282

$2,782,641

$3,074,145

$3,165,946 $3,195,786

$3,031,072

$2,638,469

$2,500,000

$2,750,000

$3,000,000

$3,250,000

$3,500,000

2001 2003 2005 2006 2007 2008 2009



Per Capita Taxable Sales1

Source: California State Board of Equalization (2011). 2001-2009 Annual Report of Taxable Sales in California. California Department of Finance, Demographic Research Unit (2011). 2001-2009 E-2 California County Population Estimates and Components of Change. Note: Data presented are the most recent available. 1 Per capita taxable sales figures are derived by dividing taxable sales by the total population for a given area.

Per Capita Taxable Sales by Business Types, 2009 TYPE OF BUSINESS SANTA CRUZ COUNTY CALIFORNIA

Motor Vehicle and Parts Dealers $748 $1,156

Furniture and Home Furnishings Stores $156 $220

Electronics and Appliance Stores $224 $348

Bldg. Matrl. And Garden Equip. and Supplies $742 $623

Food and Beverage Stores $778 $586

Health and Personal Care Stores $338 $240

Gasoline Stations $881 $1,016

Clothing and Clothing Accessories Stores $474 $666

Sporting Goods, Hobby, Book, and Music Stores $289 $268

General Merchandise Stores $859 $1,168

Miscellaneous Store Retailers $470 $426

Nonstore Retailers $49 $74

Food Services and Drinking Places $1,227 $1,297

Total Retail and Food Services $7,234 $8,088

All Other Outlets $2,520 $3,776

Total All Outlets $9,755 $11,864

Source: California State Board of Equalization (2011). 2009 Annual Report of Taxable Sales in California. California Department of Finance, Demographic Research Unit (2011). 2009 E-2 California County Population Estimates and Components of Change. Note: Businesses categories changed in 2011 and are not comparable to previous years.

AGRICULTURAL PRODUCTION Overall, cropproductionvalue increasedby84% from$289million in2002 to$533million in2010. Strawberries continue to be thehighest grossing cropproduced in the county, valued atmorethan$197millionin2010,anincreaseofnearly$25millionsince2009.Productionvaluesincreasedforfieldgrownflowersandappleswhilewinegrapesandraspberryvaluesdecreasedoverthesameperiodoftime.

$11,146 $10,763 $11,639 $12,112 $12,033 $11,312 $9,755

$12,702 $12,804 $14,509 $14,991 $14,877 $13,942

$11,864

$0

$4,000

$8,000

$12,000

$16,000

$20,000

2001 2003 2005 2006 2007 2008 2009

Santa Cruz County

California



Annual Crop Production Value (in Millions of Dollars), Santa Cruz County TYPE OF CROP 2002 2004 2006 2007 2008 2009 2010 02-10 % CHANGE

Berries $153.2 $307.2 $248.6 $282.0 $287.2 $306.2 $324.6 111.9%

Nursery/Ornamental Crops1 $61.0 $73.1 $80.1 $117.8 $107.8 $118.5 $118.8 94.8%

Vegetables $55.6 $47.5 $59.1 $67.4 $60.7 $ 47.0 $61.8 11.2%

Tree and Vine Fruits $12.5 $11.2 $14.9 $11.4 $13.4 $10.7 $16.7 33.6%

Animal Products $2.3 $3.3 $5.0 $6.3 $8.2 $5.6 $5.8 152.2%

Field Crops $0.3 $0.1 $0.1 $0.1 $0.1 $0.1 $0.1 -66.7%

Total Crops Value $284.9 $442.3 $407.9 $485.1 $477.4 $488.1 $527.8 85.3%

Timber Farming $4.1 $5.8 $6.3 $6.4 $7.9 $3.5 $4.8 17.1%

Total Production Value $289.0 $448.1 $414.3 $491.5 $485.3 $491.6 $532.5 84.3%

Source: County Agricultural Commissioner (2011). 2002-2010 Santa Cruz County Crop Report. 1 Starting in 2007, data came directly from growers, so they are more accurate than the estimates used in previous years.

Million Dollar Crops by Production Value (in Millions of Dollars), Santa Cruz County TYPE OF CROP 2002 2004 2006 2007 2008 2009 2010 02-10 % CHANGE

Strawberries $107.4 $194.8 $154.3 $196.9 $160.4 $172.6 $197.2 83.6%

Raspberries $37.9 $101.4 $83.7 $71.1 $105.8 $104.3 $91.7 142.0%

Indoor Cut Flowers $14.4 $14.8 $15.5 $35.0 $36.2 $39.0 $37.4 159.7%

Landscape Plants $17.9 $27.1 $35.2 $33.9 $30.2 $29.8 $25.9 44.7%

Field Grown Flowers $8.8 $10.6 $9.1 $20.6 $16.8 $21.0 $34.9 296.6%

Apples $9.2 $9.5 $10.3 $8.1 $10.1 $7.2 $13.3 44.6%

Livestock $1.8 $3.3 $5.0 $6.3 $8.2 $5.6 $5.8 222.2%

Timber Farming $4.1 $5.8 $6.3 $6.4 $7.9 $3.5 $4.8 17.1%

Brussels Sprouts $5.6 $7.7 $8.3 $8.8 $6.3 $8.8 $7.5 33.9%

Lettuce, Leaf $15.0 $11.2 $11.6 $5.5 $6.2 $6.9 $8.9 -40.7%

Indoor Potted Plants $6.6 $9.0 $9.3 $7.4 $6.1 $5.6 $3.4 -48.5%

Lettuce, Head $14.8 $9.6 $7.7 $6.9 $5.9 $8.1 $7.0 -52.7%

Broccoli $1.6 $2.5 $3.4 $1.6 $3.4 $4.3 NA NA

Wine Grapes $3.3 $1.5 $4.3 $3.0 $2.9 $3.2 $3.1 -6.1%

Source: County Agricultural Commissioner (2011). 2002-2010 Santa Cruz County Crop Report.

TOURISM Thetourismindustryplaysasignificantrole intheeconomicwellbeingofacountyintermsofrevenueearnedbybusinesses, localtaxesearnedbythecounty,andthegrowthofemploymentopportunities.InSantaCruzCountytravelspendingdecreasedby$40,000,000between2008and2009.

Tourism Revenue (in Millions of Dollars), Santa Cruz County CATEGORY 2001 2003 2005 2006 2007 2008 2009 01-09 % CHANGE

Travel Spending $512.0 $530.9 $601.5 $621.0 $640.2 $649.6 $609.8 19.1%

Earnings Generated $174.4 $162.6 $180.8 $186.8 $195.3 $197.4 $194.6 11.6%

Local Tax Receipts $13.3 $12.4 $12.5 $13.3 $14.1 $14.2 $12.8 -3.8%

State Tax Receipts $22.7 $22.4 $24.4 $25.0 $25.5 $25.7 $26.8 18.1%

Total employment (# of jobs) 8,840 7,860 8,380 8,210 8,200 8,030 8,040 -9.0%

Source: Dean Runyan Associates (2011). 2001-2009 California Travel Impacts by County. Note: Data presented are the most recent available.



Transient Occupancy Tax1 by Jurisdiction (in Thousands of Dollars)

JURISDICTION 2002 2004 2005 2006 2007 2008 2009 2010 02-10 %

CHANGE

Capitola $470.1 $493.4 $516.8 $542.7 $604.0 $718.7 $605.4 $591.9 25.9%

Santa Cruz $3,137.4 $3,016.5 $3,067.8 $3,385.1 $3,750.5 $3,685.2 $3,659.8 $3,860.8 23.1%

Scotts Valley $442.5 $483.3 $542.2 $689.4 $693.8 $723.3 $520.2 $543.9 22.9%

Watsonville $704.0 $580.3 $598.3 $606.5 $638.0 $829.6 $625.9 $616.8 -12.4%

Unincorporated $3,262.0 $3,375.0 $3,806.6 $3,686.7 $4,257.9 $4,496.1 $3,887.2 $3,627.3 11.2%

Santa Cruz County Total $8,016.0 $7,948.5 $8,531.7 $8,910.4 $9,944.2 $10,452.9 $9,298.5 $9,240.7 15.3%

Source: Dean Runyan Associates (2011). 2002-2010 California Travel Impacts by County. 1 Please see Appendix II for definition of “Transient Occupancy Tax.”

JOB OPPORTUNITIES Whilemore than57%ofCAPsurveyrespondents felt theyhad jobopportunities inSantaCruzCountyin2011,thisvariedbyincomelevel.Of therespondentswhoindicatedtheyearnedlessthan$35,000peryear,51%felttheyhadopportunitiestoworkintheareacomparedto69%ofrespondentswhoearned$65,500peryearormore,astatisticallysignificantdifference.

Do you feel you have opportunities to work in the Santa Cruz area? (Respondents answering “Yes”) By Income

Overall N: 2001=679; 2002=668; 2003=684; 2005=683; 2007=685; 2009=784; 2011=662; $34,999 or less N: 2001=248; 2002=273; 2003=302; 2005=256; 2007=164; 2009=154; 2011=258; $35,000 - $65,499 per year N: 2001=167; 2002=155; 2003=156; 2005=125; 2007=147; 2009=173; 2011=128; Over $65,500 N: 2000=166; 2001=205; 2002=194; 2003=175; 2005=234; 2007=309; 2009=205; 2011=226. Source: Applied Survey Research (2011). 2001-2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: In 2009, the question changed from “Do you feel you have opportunities to work in this area?” *Significance testing: Respondents who earn over $65,500 per year were significantly more likely than respondents who earn $65,499 per year or less to feel that they have opportunities to work in the Santa Cruz County area.

68.6%

65.3% 61.5% 64.7%

68.9%

60.7%

57.2%62.0%

57.6% 59.2%

67.9%

57.7%

49.4% 51.1%*

69.7%

75.4%

69.0%

56.7%

65.8%

61.1%

53.2%*

72.6%

71.3% 64.3%

67.9%

77.0%71.6%

68.6%*

40%

60%

80%

100%

2001 2002 2003 2005 2007 2009 2011

Overall

$34,999 per year or less

$35,000 - $65,499 per year

$65,500 per year or more



UNEMPLOYMENT RATES Theunemployment rate inSantaCruzCounty increased from11%to13%from2009 to2010.Theratedecreasedto11%inAugustof2011butremainedhigherthanthenation’srateof9%.ThehighestunemploymentrateinthecountywasinWatsonvilleat22%,followedbySantaCruzandLiveOakat9%,inAugust2011.

Morethan10%ofCAPsurveyrespondentswereunemployedwith52%indicatingthatitwasalack of available jobs that prevented them from finding employment. Of the employedrespondents,20%saidtheyworkedoutsideofSantaCruzCountyand69%saidtheyworkedinthecounty.

Unemployment Rate

Source: State of California Employment Development Department (2011). 2000-2011 Labor Market Information Division. U.S. Department of Labor (2011). 2000-2011 Bureau of Labor Statistics. 1Data from 2011 only represent the month of August. Data prior to August 2011 represent an average for the year.

Unemployment Rate by Jurisdiction

JURISDICTION 2000 2002 2004 2006 2008 2009 2010 AUG 2011

00-AUG 11 NET CHANGE

Aptos 2.7% 3.9% 2.5% 1.9% 2.6% 4.4% 5.0% 4.2% 1.5

Ben Lomond 4.1% 5.9% 2.2% 1.7% 2.3% 4.6% 5.4% 4.4% 0.3

Capitola 4.1% 5.9% 3.5% 2.7% 3.6% 6.4% 7.3% 6.0% 1.9

Live Oak 2.6% 3.7% 5.4% 4.2% 5.5% 9.3% 10.6% 8.9% 6.3

Rio Del Mar 3.0% 4.2% 3.8% 2.9% 3.9% 6.8% 7.8% 6.5% 3.5

Santa Cruz 4.9% 7.0% 7.3% 4.6% 6.1% 9.4% 10.7% 8.9% 4.0

Scotts Valley 3.1% 4.4% 3.2% 2.4% 3.2% 5.4% 6.2% 5.1% 2.0

Soquel 3.9% 5.6% 4.9% 3.8% 5.0% 8.5% 9.7% 8.1% 4.2

Watsonville 11.9% 16.5% 14.7% 12.6% 16.0% 23.4% 26.0% 22.4% 10.5

Santa Cruz County 5.6% 8.0% 7.2% 5.6% 7.3% 11.3% 12.7% 10.7% 5.1

California 4.9% 6.7% 6.2% 4.9% 7.2% 11.4% 12.4% 11.9% 7.0

United States 4.0% 5.8% 5.5% 4.6% 5.8% 9.3% 9.6% 9.1% 5.1 Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2011 Industry Employment & Labor Force. U.S. Department of Labor (2011).2000-2011 Bureau of Labor Statistics.

5.6%

8.0%7.2%

5.6%

7.3%

11.3%12.7%

10.7%

4.9%

6.7% 6.2%4.9%

7.2%

11.4%12.4%

11.9%

4.0%

5.8% 5.5% 4.6%5.8%

9.3% 9.6%9.1%

0%

4%

8%

12%

16%

2000 2002 2004 2006 2008 2009 2010 Aug 2011¹

Santa Cruz CountyCaliforniaUnited States



What is your employment status? By Ethnicity

RESPONSE 2001 2002 2003 2005 2007 2009 2011 01-11 NET CHANGE

Employed full-time 44.2% 43.4% 44.5% 38.1% 33.5% 33.0% 32.3% -11.9 Caucasian 40.0% 38.5% 41.8% 38.0% 29.6% 30.3% 27.5% -12.5 Latino 59.4% 59.0% 50.7% 40.5% 47.6% 40.9% 43.9% -15.5 Retired 22.9% 23.3% 16.2% 22.5% 33.9% 25.6% 29.0% 6.1 Caucasian 29.6% 28.6% 20.8% 28.9% 38.5% 32.9% 35.7% 6.1 Latino 4.3% 6.8% 2.6% 2.0% 19.5% 6.7% 8.2% 3.9 Self-employed 7.1% 7.2% 6.8% 8.1% 8.4% 11.7% 11.9% 4.8 Caucasian 7.0% 8.6% 8.4% 10.1% 10.7% 13.4% 13.3% 6.3 Latino 7.3% 3.8% 3.4% 1.8% 0.8% 5.1% 8.4% 1.1 Unemployed 6.4% 6.8% 6.8% 9.5% 5.8% 10.6% 10.5% 4.1 Caucasian 7.3% 5.9% 8.4% 5.3% 4.1% 8.2% 9.5% 2.2 Latino 3.7% 9.6% 2.0% 21.2% 11.8% 16.2% 14.9% 11.2 Employed part-time 11.3% 12.2% 15.3% 11.7% 9.9% 10.4% 10.4% -0.9 Caucasian 11.3% 11.4% 14.1% 11.5% 11.0% 10.7% 8.6% -2.7 Latino 9.9% 14.6% 17.3% 12.1% 5.1% 9.1% 16.5% 6.6 Homemaker, parent, or caregiver

6.1% 3.5% 5.3% 5.0% 5.7% 6.5% 3.6% -2.5

Caucasian 3.4% 3.1% 3.2% 4.2% 3.8% 3.4% 2.6% -0.8 Latino 10.6% 4.4% 13.4% 8.7% 11.6% 17.1% 7.4% -3.2 Student 1.8% 3.6% 5.2% 5.0% 2.8% 2.1% 2.4% 0.6 Caucasian 1.0% 4.0% 3.3% 2.1% 2.4% 1.1% 2.8% 1.8 Latino 4.8% 1.8% 10.8% 13.7% 3.6% 4.8% 0.8% -4.0 Total Respondents 705 681 700 705 702 846 713 - Caucasian 492 475 489 494 497 595 500 - Latino 159 154 158 159 158 190 161 -

Source: Applied Survey Research (2011). 2001-2011 Santa Cruz County Community Assessment Project, Telephone Survey.

If unemployed, what prevents you from finding employment? RESPONSE 2011 Lack of available jobs 52.0% Caucasian 49.1% Latino 60.8% Health problems/disability 27.2% Caucasian 22.7% Latino 30.1% Lack of required education 14.4% Caucasian 12.9% Latino 19.7% Not looking 13.0% Caucasian 17.0% Latino 4.9% Lack of specific job skills 11.1% Caucasian 10.2% Latino 14.7%

RESPONSE 2011 Child care/being a parent 7.9% Caucasian 7.5% Latino 9.8% Transportation issues 6.9% Caucasian 8.3% Latino 4.9% Age 5.4% Caucasian 7.3% Latino 0.0% Total Respondents 73 Caucasian 47 Latino 22

Source: Applied Survey Research (2011). 2011 Santa Cruz County Community Assessment Project, Telephone Survey.

If employed, where are you employed? - 2011

N=383. Source: Applied Survey Research (2011). 2011 Santa Cruz County Community Assessment Project, Telephone Survey.

69.3%

19.5% 11.1%

0%20%40%60%80%

100%

In Santa Cruz County Outside of Santa Cruz County Both in and out of Santa Cruz County



NET JOB GROWTH Totalemploymentforallindustriesdeclinedby2,000jobsinSantaCruzCounty,from96,800jobsin2009to94,800jobsin2010.Jobsintheinformationindustrydecreasedmorethan65%inthepastdecadewhileeducationandhealthservice jobs increased26%duringthesameyears.Thejobs with the greatest projected growth in Santa Cruz County are network systems and datacommunicationanalysisfollowedbyhomehealthaidesandinstructionalcoordinators.

Total Employment All Industries, Santa Cruz County

Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2011 Industry Employment & Labor Force.

Net Job Growth by Industry, Santa Cruz County

INDUSTRY 2000 2002 2004 2006 2008 2009 2010 00-10

% CHANGE Government 19,500 20,700 21,000 21,800 22,300 20,800 19,400 -0.5% Education & Health Services 10,600 11,700 12,000 12,100 12,500 13,000 13,300 25.5% Retail Trade 14,000 13,500 13,100 13,300 12,300 11,600 11,400 -18.6% Leisure & Hospitality 11,500 11,600 11,200 11,100 11,300 11,100 11,000 -4.3% Professional & Business Services 11,700 9,900 9,000 10,000 10,000 9,300 8,900 -23.9% Manufacturing 9,300 7,500 7,000 6,500 5,900 5,200 5,300 -43.0% Mining, Logging, & Construction 4,500 4,800 5,500 5,900 4,600 3,200 3,000 -33.3% Wholesale Trade 3,600 3,300 3,600 4,000 4,100 3,800 3,600 0.0% Finance, Insurance & Real Estate 4,100 3,800 3,700 3,700 3,500 3,400 3,300 -19.5% Transportation, Warehousing, & Utilities 1,400 1,600 1,500 1,500 1,500 1,400 1,400 0.0% Information 2,600 2,200 1,800 1,400 1,100 1,000 900 -65.4% Other Services 4,400 4,100 3,800 3,800 4,000 3,700 3,600 -18.2%

Total Employment, Non-farm Industries 97,200 94,600 93,000 95,100 93,000 87,400 85,200 -12.3% Total Employment, Farm Industries 8,300 8,300 7,500 7,400 8,600 9,500 9,600 15.7%

Total Employment1, All Industries 105,600 102,900 100,500 102,400 101,600 96,800 94,800 -10.2% Comparison: Labor Force2 148,400 148,300 144,000 143,400 146,200 147,600 147,800 -0.4%

Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2011 Industry Employment & Labor Force. Note: Industry employment figures are rounded so totals may not sum exactly. 1“Total Employment” refers to jobs located in Santa Cruz County. 2“Labor Force” refers to people who reside in Santa Cruz County, employed or unemployed, but who may work outside of the County.

Net Job Growth, California

INDUSTRY 2000 2002 2004 2006 2007 2008 2009 2010 00-10

% CHANGE

Total Employment, Non-farm Industries

14,488,200 14,457,800 14,532,600 15,060,300 15,173,500 14,981,400 14,084,700 13,896,400 -4.1%

Total Employment, Farm Industries

408,500 372,700 386,400 375,200 383,700 389,300 371,800 381,600 -6.6%

Total Employment, All Industries

14,896,700 14,830,500 14,919,000 15,435,500 15,557,200 15,370,800 14,456,500 14,278,000 -4.2%

Labor Force 16,857,600 17,343,600 17,444,400 17,686,700 17,928,700 18,191,000 18,204,200 18,176,200 7.8% Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2011 Industry Employment & Labor Force. Note: Industry employment figures are rounded so totals may not sum exactly.

105,600 102,900 100,500 102,400 103,400 101,60096,800 94,800

90,000

100,000

110,000

2000 2002 2004 2006 2007 2008 2009 2010



Selected Occupations with the Greatest Projected Growth, Santa Cruz County

OCCUPATION TITLE

ANNUAL AVERAGE EMPLOYMENT 2010 -1ST QUARTER WAGES

2008 2018 08-18 % CHANGE MEDIAN HOURLY MEDIAN ANNUAL

Network Systems and Data Communications Analysts 260 400 53.8% $40.32 $83,864

Home Health Aides 390 540 38.5% $9.71 $20,188

Instructional Coordinators 240 330 37.5% $32.67 $67,952

Special Education Teachers, Preschool, Kindergarten, and Elementary School

120 160 33.3% NA $55,368

Fitness Trainers and Aerobics Instructors 400 530 32.5% $24.00 $49,914

Vocational Education Teachers, Post secondary 140 180 28.6% $25.69 $53,429

Pharmacy Technicians 210 270 28.6% $18.86 $39,217

Coaches and Scouts 230 290 26.1% NA $45,390

Elementary School Teachers, Except Special Education 1,540 1,940 26.0% NA $57,801

Registered Nurses 1,120 1,410 25.9% $41.16 $85,625

Source: California Employment Development Department (2011). 2011 Labor Market Information, Occupational Employment Statistics (OES).

HOUSEHOLD INCOME At$85,800,themedianfamilyincome6inSantaCruzCountywashigherthanithasbeenoverthepastdecadeandwas$15,400more than theCaliforniamedianand$21,600more than theU.S.median in 2011. Nearly 53% of 2011 CAP survey respondents indicated their yearly familyincomewaslessthan$50,000while8%saidtheiryearlyfamilyincomewas$150,000ormore.

Per Capita Personal Income1

REGION 2001 2003 2004 2006 2007 2008 2009 01-09

% CHANGE

Santa Cruz County $38,551 $37,477 $39,815 $45,194 $48,337 $51,140 $49,145 27.5%

California $32,892 $33,400 $35,219 $39,626 $41,805 $43,852 $42,395 28.9%

United States $30,527 $31,484 $33,050 $36,714 $38,615 $40,166 $39,635 29.8%

Source: U.S. Department of Commerce, Bureau of Economic Analysis (2004). 2001 Survey of Current Business. U.S. Department of Commerce, Bureau of Economic Analysis (2010). 2003-2009 Regional Economic Information System. Note: Data presented are the most recent available. 1Per capita personal income (PCPI) is calculated by dividing the total personal income by the total population for a given county. Total personal income (TPI) includes the earnings (wages and salaries, other labor income, proprietors’ income); dividends, interest, and rent; and transfer payments received by the residents of Santa Cruz County.

Median Family Income

Source: U.S. Department of Housing and Urban Development (2011). 2001-2011 HUD User, Policy Development and Research Information Services, Income Limits.

6PleaseseeAppendixIIfordefinitionof“MedianFamilyIncome”and“MedianHouseholdIncome.”

$65,500

$74,600 $75,300$81,300 $79,900

$83,800 $84,200 $85,800

$58,400

$60,300 $62,500 $65,000 $67,800 $70,400 $71,000 $70,400

$52,500 $56,500 $58,000 $59,000 $61,500 $64,000 $64,400 $64,200

$40,000

$60,000

$80,000

$100,000

FY 2001 FY 2003 FY 2005 FY 2007 FY 2008 FY 2009 FY 2010 FY 2011

Santa Cruz County

California

United States



Which income range best describes your family income for the year? RESPONSE 2001 2003 2005 2007 2009 2011

Less than $15,000 8.2% 18.7% 16.8% 9.3% 12.5% 15.6%

$15,000 - $24,999 16.0% 14.6% 12.5% 9.5% 9.5% 14.3%

$25,000 - $34,999 14.3% 13.2% 12.5% 8.5% 12.0% 12.0%

$35,000 - $49,999 13.4% 12.8% 9.7% 13.2% 14.1% 10.8%

$50,000 - $65,499 12.7% 11.7% 10.8% 11.1% 10.0% 9.9%

$65,500 - $99,999 18.1% 12.2% 20.1% 23.7% 19.5% 18.2%

$100,000 - $149,999 8.8% 9.9% 10.5% 16.4% 12.9% 11.2%

$150,000 or more 4.5% 4.3% 7.2% 8.1% 9.5% 7.9%

Total Respondents 666 667 640 643 746 659

Source: Applied Survey Research (2011). 2001-2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: Totals may not add up to 100% due to respondents answering “Don’t know” and rounding.

POVERTY LEVEL SantaCruzCountysawanincreaseinthepercentageofpeoplelivingbelowthefederalpovertylevel7 from2009 to 2010. Children and youth (under 18 years of age) experienced the largestincreaseofpeoplelivingbelowthepovertylevelfrom15%in2009to17%in2010.

Federal Poverty Guidelines by Family Size FAMILY SIZE 2001 2003 2005 2007 2008 2009 2010 2011

1 $8,590 $8,980 $9,570 $10,210 $10,400 $10,830 $10,830 $10,890

2 $11,610 $12,120 $12,830 $13,690 $14,000 $14,570 $14,570 $14,710

3 $14,630 $15,260 $16,090 $17,170 $17,600 $18,310 $18,310 $18,530

4 $17,650 $18,400 $19,350 $20,650 $21,200 $22,050 $22,050 $22,350

5 $20,670 $21,540 $22,610 $24,130 $24,800 $25,790 $25,790 $26,170

6 $23,690 $24,680 $25,870 $27,610 $28,400 $29,530 $29,530 $29,990

7 $26,710 $27,820 $29,130 $31,090 $32,000 $33,270 $33,270 $33,810

8 $29,730 $30,960 $32,390 $34,570 $35,600 $37,010 $37,010 $37,630

Source: Department of Health and Human Services (2011). 2001-2011 Federal Register.

Percent of Population Living Below the Poverty Level, By Age Group

REGION/AGE GROUP 2004 2005 2006 2007 2008 2009

2010 04-10

NET CHANGE Santa Cruz County

Under 18 Years 15.9% 15.4% 12.5% 12.4% 17.8% 14.9% 17.3% 1.4 18 to 64 Years 8.8% 11.2% 12.0% 10.0% 13.4% 14.7% 14.8% 6.0 65 Years and Over 8.1% 7.2% 7.3% 6.2% 6.7% 6.8% 8.5% 0.4

California Under 18 Years 18.9% 18.6% 18.1% 17.3% 18.5% 19.9% 22.0% 3.1 18 to 64 Years 11.9% 11.9% 11.9% 11.1% 12.0% 12.8% 14.5% 2.6 65 Years and Over 7.8% 8.1% 8.4% 8.2% 8.7% 8.7% 9.7% 1.9

United States Under 18 Years 18.4% 18.5% 18.3% 18.0% 18.2% 20.0% 21.6% 3.2 18 to 64 Years 11.6% 11.9% 12.0% 11.6% 11.9% 13.1% 14.2% 2.6 65 Years and Over 9.4% 9.9% 9.9% 9.5% 9.9% 9.5% 9.0% -0.4

Source: United States Census Bureau (2010). 2004-2010 American Community Survey. Note: Percentages are calculated for age-specific populations.

7PleaseseeAppendixIIfordefinitionof“FederalPovertyGuidelines/Thresholds.”



SELF-SUFFICIENCY INCOME STANDARDS TheSelf‐SufficiencyStandardforCaliforniaprovidesinformationonhowmuchincomeisneededin different counties in order for families of different sizes to meet their basic needs withoutpublic or private assistance. The Self‐Sufficiency Standard provides a more comprehensivemeasure of income adequacy than Federal Poverty Thresholds (levels) by taking into accounthousing, child care, health care, transportation, food, taxes andmiscellaneous costs, aswell aseconomic differences between counties. It also accounts for changing costs over time, and atvariousrates.Forexample,foodcosts,onwhichtheofficialpovertythresholdsarebased,havenotincreasedasfastashousingcosts.Thisfailuretoaccountfordifferentinflationratesamongothernon‐foodbasicneedsisonereasonthattheofficialpovertythresholdsarenolongeranadequatemeasureofthemoneyrequiredtomeetrealneeds.8

The hourly self‐sufficiency wage for a single adult in Santa Cruz County increased 33% from$11.49in2003to$15.28in2011.AhighpercentageofLatinos(47%),femalehouseholderswithchildren (57%), and residentswith less than a high school diploma (59%) fell below the Self‐SufficiencyIncomeStandardsin2007.

Self-Sufficiency Income Standards, Santa Cruz County

EXPENSE CATEGORY

SINGLE ADULT SINGLE ADULT + 1 SCHOOL-AGE CHILD

AND 1 TEENAGER TWO ADULTS* + 1 PRE-SCHOOLER AND

1 SCHOOL-AGE CHILD

2003 2008

2011 03-11 %

CHANGE 2003 2008

2011 03-11 %

CHANGE 2003 2008

2011 03-08 %

CHANGE

Housing $1,004 $1,145 $1,327 32.2% $1,341 $1,493 $1,730 29.0% $1,341 $1,493 $1,730 29.0%

Child Care $0 $0 $0 NA $440 $426 $473 7.5% $1,205 $1,283 $1,624 34.8% Food $182 $241 $236 29.7% $473 $633 $623 31.7% $565 $752 $739 30.8% Transportation $245 $255 $262 6.9% $251 $262 $270 7.6% $481 $500 $512 6.4% Health Care $67 $104 $140 109.0% $232 $297 $423 82.3% $250 $333 $452 80.8% Miscellaneous $150 $175 $197 31.3% $274 $311 $352 28.5% $384 $436 $506 31.8% Taxes $375 $447 $527 40.5% $484 $589 $776 60.3% $783 $946 $1,274 62.7% Earned Income Tax credit (-)

$0 $0 $0 NA $0 $0 $0 NA $0 $0 $0 NA

Child Care Tax Credit (-)

$0 $0 $0 NA ($55) ($50) ($50) -9.1% ($100) ($100) ($100) NA

Hourly Self-Sufficiency Wage

$11.49 $13.45 $15.28 33.0% $18.59 $21.55 $25.17 35.4% $13.471 $15.561 $18.671 38.6%

Monthly Self-Sufficiency Wage

$2,023 $2,367 $2,689 32.9% $3,273 $3,793 $4,430 35.3% $4,743 $5,477 $6,571 38.5%

Annual Self-Sufficiency Wage

$24,276 $28,408 $32,273 32.9% $39,270 $45,522 $53,164 35.4% $56,918 $65,726 $78,858 38.5%

Source: Center for Women's Welfare, University of Washington (2011). 2000-2011 The Self-Sufficiency Standard for California. Note: Data presented are the most recent available. 1 Hourly wages for two-adult households are per adult (e.g., $15.56 per adult in 2008, $18.67 per adult in 2011).

8InsightCenterforCommunityEconomicDevelopmentCAFamilyEconomicSelf‐SufficiencybyCounty,2010,retrievedJanuary5,2011.http://www.insight.org/index.php?page=ca‐sss.



Percent of Households Below Self-Sufficiency Income Standards, Santa Cruz County – 2007

Source: Center for Women’s Welfare at the University of Washington’s School of Social Work (2010). 2007 Overlooked and Undercounted 2009: Struggling to Make Ends Meet in California. Note: Data presented are the most recent available.

AFFORDABLE HOUSING ThecostofhousinginSantaCruzCountymakesthisareaoneoftheleastaffordableintheUnitedStates. The United States Department of Housing and Urban Development (HUD) definesaffordablehousingasnotpayingmorethan30%ofannualhouseholdincomeonhousingcosts.More than55%ofCAP survey respondents indicated they spentmore than30%of their take‐homepayonrentorhousingin2011,thiswasanincreasefrom50%in2009.

The average rent in Santa Cruz County has been steadily increasing, showing a 16% increasesince 2008. Alternatively, since 2007 the median home sales price has decreased by almost$300,000.Whilethisisbadnewsforcurrenthomeowners,thepercentofhomesaffordableformedianincomefamiliesincreasedfromover34%in2010to48%in2011.

How much of your total household take-home pay (income after taxes) goes to rent or housing costs1?

N: 2007=645; 2009=783; 2011=641. Source: Applied Survey Research (2011). 2007-2011 Santa Cruz County Community Assessment Project, Telephone Survey. 1 Housing costs are considered any type of payment having to do with housing, such as rent or mortgage payments.

13.7%31.9%

38.4%58.5%

22.2%56.5%

36.7%30.9%

46.7%23.2%

28.0%

0% 20% 40% 60% 80% 100%

Bachelor's degree or higherSome college

High school diplomaLess than high school

Family household without children and non-familiesFemale householder with children

Male householder with childrenMarried couple with children

LatinoCaucasian

Total Households

49.9% 49.9% 44.1%

25.3% 26.2%23.0%

19.6% 16.7%22.8%

5.2% 7.1% 10.1%

0%

20%

40%

60%

80%

100%

2007 2009 2011

75% or more

50%-74%

31%-49%

30% or less



Percent of Respondents Who Spent Over 30% of Their Household Take-Home Pay On Rent Or Housing Costs, By Ethnicity

Overall N: 2007=645; 2009=783; 2011=641; Caucasian N: 2007=448; 2009=548; 2011=442; Latino N: 2007=150; 2009=179; 2011=148. Source: Applied Survey Research (2011). 2007-2011 Santa Cruz County Community Assessment Project, Telephone Survey. *Significance testing: Latino respondents are significantly more likely than Caucasian respondents to spend over 30% of their household take-home pay on rent or housing costs.

Due to the cost of housing, have you or anyone living with you needed to do any of the following? (Selected Responses) By Ethnicity

RESPONSE 2009 2011

Share Housing With Other Families 20.6% 21.9%

Caucasian 14.3% 15.6%*

Latino 40.6% 42.9%*

Live Temporarily With Family/Friends 19.2% 24.4%


Latino 38.9% 43.4%*

Rent Out Rooms In Your House 13.8% 12.4%

Caucasian 11.8% 11.7%

Latino 21.7% 14.9%

Move When You Didn’t Want To 7.7% 10.1%


Latino 14.6% 19.5%*

Live In An Overcrowded Unit 6.3% 6.3%


Latino 13.5% 11.3%*

Overall: 2009: 845 respondents offering 1,183 responses; 2011: 691 respondents offering 1,015 responses; Caucasian: 2009: 486 respondents offering 746 responses; 2011: 486 respondents offering 647 responses; Latino: 2009: 189 respondents offering 353 responses; 2011: 151 respondents offering 288 responses. Source: Applied Survey Research (2011). 2009-2011 Santa Cruz County Community Assessment Project, Telephone Survey. *Significance testing: Latino respondents were significantly more likely than Caucasian respondents to share housing with other families, live temporarily with family/friends, move when they didn’t want to, or live in an overcrowded unit due to the cost of housing.

Has any of the previous had to do with the economic downturn? RESPONSE 2009 2011

Yes 67.8% 72.3%

No 32.2% 27.7%

Total Respondents 278 257

Source: Applied Survey Research (2011). 2009-2011 Santa Cruz County Community Assessment Project, Telephone Survey.

50.1% 50.0% 55.9%

38.2% 43.8% 45.8%*

82.9% 70.0% 84.5%*

0%20%40%60%80%

100%

2007 2009 2011

Overall

Caucasian

Latino



Median Sale Price, All Home Types1

Source: National Association of Home Builders (2011). 2001-2011 NAHB - Wells Fargo Housing Opportunity Index (HOI), 1st Quarter. 1Includes new and existing condominiums and other types of homes.

Median Sale Price, All Home Types by Metro Area

METRO AREA 2001 2003 2005 2007 2008 2009 2010 2011 01-11

% CHANGE

Salinas $288,000 $405,000 $545,000 $569,000 $393,000 $209,000 $232,000 $235,000 -18.4%

San Francisco $550,000 $571,000 $705,000 $748,000 $680,000 $525,000 $585,000 $550,000 0.0%

San Jose $480,000 $479,000 $585,000 $646,000 $544,000 $373,000 $431,000 $425,000 -11.5%

Santa Cruz-Watsonville $397,000 $483,000 $625,000 $655,000 $508,000 $347,000 $430,000 $376,000 -5.3%

United States $153,000 $186,000 $225,000 $238,000 $219,000 $176,000 $175,000 $165,000 7.8%

Source: National Association of Home Builders (2011). 2001-2011 NAHB - Wells Fargo Housing Opportunity Index (HOI), 1st Quarter.

Percent of Homes Affordable for Median Income Families


$397,000

$483,000

$625,000$655,000

$508,000

$347,000

$430,000$376,000

$153,000 $186,000

$225,000 $238,000 $219,000 $176,000 $175,000 $165,000

$100,000

$250,000

$400,000

$550,000

$700,000

$850,000

2001 2003 2005 2007 2008 2009 2010 2011

Santa Cruz-WatsonvilleUnited States

9.6%14.5%

7.7% 8.2%

22.2%

50.9%

34.1%

48.0%

56.9% 58.9%

50.1%43.9%

53.8%

72.5% 72.2% 74.6%

0%

20%

40%

60%

80%

100%

2001 2003 2005 2007 2008 2009 2010 2011

Santa Cruz-WatsonvilleUnited States



Percent of Homes Affordable for Median Income Families

METRO AREA 2001 2003 2005 2007 2008 2009 2010 2011 01-11

NET CHANGE

Salinas 14.5% 6.1% 4.3% 4.6% 13.1% 69.0% 56.2% 62.4% 47.9

San Francisco 7.3% 16.5% 10.4% 6.7% 12.7% 32.1% 23.4% 33.2% 25.9

San Jose 14.5% 35.7% 19.5% 13.6% 23.1% 61.5% 45.1% 53.5% 39.0

Santa Cruz-Watsonville 9.6% 14.5% 7.7% 8.2% 22.2% 50.9% 34.1% 48.0% 38.4

United States 56.9% 58.9% 50.1% 43.9% 53.8% 72.5% 72.2% 74.6% 17.7


Percent of Households Able to Afford an Entry-Level Home in California Based on the First-Time Buyer1 Housing Affordability Index

AREA 2005 2006 2007 2008 2009 2010 2011 05-11

NET CHANGE

County

Marin 23% 21% 21% 24% 41% 41% 50% 27.0

San Francisco 25% 20% 18% 23% 39% 37% 46% 21.0

San Mateo 27% 20% 19% 22% 51% 42% 53% 26.0

Santa Clara 37% 29% 27% 31% 62% 55% 62% 25.0

Santa Cruz 23% 21% 20% 28% 53% 45% 58% 35.0

Region:

U.S.: Single Family 67% 63% 64% 69% 76% 79% NA NA

CA: Single Family 33% 26% 25% 44% 69% 66% NA NA

Northern CA 38% 32% 37% 48% 63% 67% NA NA

S.F. Bay Area 32% 25% 24% 30% 62% 53% NA NA

Monterey Region 21% 19% 19% 29% 71% 67% NA NA

Source: California Association of Realtors (2011). 2005-2011 First-Time Buyer Housing Affordability Index. Note: Data are from the 1st quarter of each year. 1 A first-time buyer is assumed to purchase a home at a price equal to 85 percent of the prevailing median price for existing homes.

Estimate of Average (50th Percentile) Rents1, Santa Cruz County NUMBER OF BEDROOMS FY 2003 FY 2005 FY 2007 FY 2008 FY 2009 FY 2010 FY 2011

03-11 % CHANGE

0 $868 $945 $953 $1,045 $1,113 $1,160 $1,212 39.6%

1 $1,033 $1,111 $1,120 $1,229 $1,309 $1,363 $1,424 37.9%

2 $1,380 $1,455 $1,466 $1,608 $1,713 $1,784 $1,864 35.1%

3 $1,919 $2,118 $2,134 $2,341 $2,494 $2,598 $2,714 41.4%

4 $2,247 $2,267 $2,284 $2,505 $2,669 $2,779 $2,904 29.2%

Source: U.S. Department of Housing and Urban Development (2011). 2003-2011 HUD USER Data Sets.



HOUSING OCCUPANCY AND TENURE Morethan14%ofCAPsurveyrespondentshadmovedatleastonceinthepast12months.ThepercentagewashigheramongLatinorespondentscomparedtoCaucasianrespondents(33%and9% respectively), a statistically significant difference. Three percent (3%) of CAP surveyrespondentswereindangeroflosingtheirhousinginthenext90days;forLatinositwasalmost5%.

How many times have you moved in the past 12 months? By Ethnicity - 2011

Overall N: 2011= 720; Caucasian N: 2011=503; Latino N: 2011=162. Source: Applied Survey Research (2011). 2011 Santa Cruz County Community Assessment Project, Telephone Survey. Note: Totals may not add up to 100% due to rounding. *Significance testing: Significantly more Latino than Caucasians had to move in the past 12 months 1-2 times and significantly more Caucasians had to move zero times.

Are you in danger of losing your housing in the next 90 days? (Respondents answering “Yes”) – 2011

Overall N: 2011= 714; Caucasian N: 2011=501; Latino N: 2011=159. Source: Applied Survey Research (2011). 2011 Santa Cruz County Community Assessment Project, Telephone Survey.

Housing Tenure, Santa Cruz County HOUSING UNITS 2005 2007 2008 2009 2010

Occupied Housing Units 93,076 93,690 93,759 92,227 91,264

Owner-Occupied Housing Units 59.8% 59.5% 59.7% 60.7% 59.4%

Rent-Occupied Housing Units 40.2% 40.5% 40.3% 39.3% 40.6%

Average Household Size of Owner-Occupied Unit 2.63 2.67 2.64 2.69 2.62

Average Household Size of Renter-Occupied Unit 2.51 2.50 2.67 2.69 2.68

Source: United States Census Bureau (2011). 2005-2010 American Community Survey 1 year estimates. Selected Housing Characteristics, Table DP-04.

85.9%

12.8%

1.3%

91.5%*

7.8%*0.8%

67.0%*

29.5%*

3.5%0%

20%

40%

60%

80%

100%

0 times 1-2 times 3 or more times

Overall

Caucasian

Latino

3.0% 2.3% 4.8%0%

20%

40%

60%

80%

100%

Overall Caucasian Latino



Housing Occupancy, Santa Cruz County HOUSING UNITS 2005 2007 2008 2009 2010

Total Housing Units 101,686 102,874 103,480 103,731 104,444

Occupied Housing Units 91.5% 91.1% 90.6% 88.9% 87.4%

Vacant Housing Units 8.5% 8.9% 9.4% 11.1% 12.6%

Homeowner Vacancy Rate (Percent) 0.2% 0.6% 2.0% 1.2% 2.6%

Rental Vacancy Rate (Percent) 2.5% 3.8% 3.6% 5.6% 6.7%

Source: United States Census Bureau (2011). 2005-2010 American Community Survey 1 year estimates. Selected Housing Characteristics, Table DP-04.

FORECLOSURES Therewere1,264noticesofdefault(thefirststepintheforeclosureprocess)in2010,downfrom1,643 in2009.Therewasa353%increase innoticesofdefaultbetween2005and2010 in thecounty.

Notices of Default (First Step in Foreclosure Process), Santa Cruz County

Source: DataQuick News (2011). 2005-2010 Foreclosure Press Releases.

Notices of Default

COUNTY 2005 2006 2007 2008 2009 2010 05-10

% CHANGE Monterey 335 750 2,740 5,222 4,606 2,831 745.1%

San Francisco 370 578 1,059 1,493 2,230 1,885 409.5%

Santa Clara 1,882 2,601 6,150 11,740 15,040 9,538 406.9%

Santa Cruz 279 418 905 1,537 1,643 1,264 353.0%

California 54,711 103,743 254,824 404,620 377,355 304,165 455.9%

Source: DataQuick News (2011). 2005-2010 Foreclosure Press Releases.

ASSISTANCE FOR NEEDY FAMILIES Assistance for needy families is provided by TANF, CalWORKs, and Welfare‐to‐Work.9 ThenumberofTANFandCalWORKsrecipientsinSantaCruzCountydecreasedfrom4,951in2009to4,877 in 2010. The total number of Welfare‐to‐Work participants with active status alsodecreasedfrom731in2009to726in2010.

9PleaseseeAppendixIIfordefinitionsof“TemporaryAssistanceforNeedyFamilies(TANF),”“CaliforniaWorkOpportunityandResponsibilitytoKids(CalWORKs)”and“Welfare‐to‐Work.”

279418

905

1,537 1,643

1,264

0

600

1,200

1,800

2005 2006 2007 2008 2009 2010



Number of TANF/CalWORKs Recipients, Santa Cruz County

AGE OF RECIPIENTS 2000 2002 2004 2006 2007 2008 2009 2010 00-10

% CHANGE

Children 3,486 2,769 3,186 3,425 3,525 3,522 3,861 3,746 7.5%

Adults 1,535 930 1,065 1,157 1,064 990 1,090 1,131 -26.3%

Total Persons 5,021 3,699 4,251 4,582 4,589 4,512 4,951 4,877 -2.9%

Persons 16 Years and Older1 1,535 1,280 1,470 1,590 1,590 1,560 1,710 1,690 10.1%

Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2010 Social and Economic Data. Note: The Labor Market Information Division of the Employment Development Department makes estimates to derive demographic breakdowns. Note: Data presented is from July of each year. 1 Total for Persons 16 Years and Older may differ from totals in other charts due to independent rounding.

TANF/CalWORKs Recipients Ages 16 and Older, By Gender GENDER 2000 2002 2004 2006 2007 2008 2009 2010 00-10 NET CHANGE

Female 86.0% 80.6% 81.0% 81.1% 81.1% 80.8% 80.7% 81.1% -4.9

Male 14.0% 19.4% 19.0% 18.9% 18.9% 19.2% 19.3% 18.9% 4.9

Santa Cruz County Total1 1,535 1,290 1,470 1,590 1,590 1,560 1,710 1,690 -

Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2010 Social and Economic Data. Note: The Labor Market Information division of the Employment Development Department makes estimates to derive demographic breakdowns. Note: Data presented is from July of each year. 1 Total may differ from totals in other charts due to independent rounding.

TANF/CalWORKs Recipients Ages 16 and Older, By Ethnicity ETHNICITY 2000 2002 2004 2006 2007 2008 2009 2010 00-10 NET CHANGE

Asian/Pacific Islander 1.8% 0.8% 0.7% 1.3% 0.6% 0.6% 1.2% 1.2% -0.6 Black 3.2% 4.7% 3.4% 2.5% 2.5% 1.9% 2.9% 3.0% -0.2 Hispanic 49.0% 49.6% 52.4% 56.0% 58.5% 58.3% 60.2% 53.3% 4.3 White 45.0% 43.4% 42.9% 39.0% 37.1% 38.5% 35.1% 40.8% -4.2 Other 1.0% 1.6% 0.7% 1.3% 1.3% 0.6% 1.2% 1.8% 0.8

Santa Cruz County Total1 1,535 1,290 1,470 1,590 1,590 1,560 1,710 1,690 - Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2010 Social and Economic Data. Note: The Labor Market Information division of the Employment Development Department makes estimates to derive demographic breakdowns. Note: Data presented is from July of each year. 1 Total may differ from totals in other charts due to independent rounding.

TANF/CalWORKs Recipients Ages 16 and Older, By Age Group AGE GROUP 2000 2002 2004 2006 2007 2008 2009 2010 00-10 NET CHANGE

16-20 Years 23.1% 21.1% 21.1% 21.4% 21.4% 21.2% 21.1% 21.3% -1.8 21-44 Years 64.0% 71.1% 71.4% 71.1% 71.1% 71.2% 71.3% 71.0% 7.0 45-54 Years 10.9% 6.3% 6.1% 6.3% 6.3% 6.4% 5.8% 5.9% -5.0 55 Years and Older 2.0% 1.6% 1.4% 1.3% 1.3% 1.3% 1.8% 1.8% -0.2

Santa Cruz County Total1 1,535 1,280 1,470 1,590 1,590 1,560 1,710 1,690 - Source: State of California Employment Development Department, Labor Market Information Division (2011). 2000-2010 Social and Economic Data. Note: The Labor Market Information Division of the Employment Development Department makes estimates to derive demographic breakdowns. Note: Data presented is from July of each year. 1 Total may differ from totals in other charts due to independent rounding.



Welfare-to-Work Enrollment and Participation, Santa Cruz County ACTIVITY 2008 2009 2010 2011 08-11 % CHANGE

Unsubsidized Employment 487 512 460 458 -6.0%

Vocational Training Program 144 123 126 115 -20.1%

Job Search and Readiness Assistance 142 86 49 94 -33.8%

Appraisal-assessment by HRA 48 78 55 60 25.0%

Work Experience 47 74 51 46 -2.1%

Self-employment 44 50 52 51 15.9%

Mental Health/Substance Abuse/Domestic Violence Services 56 44 35 32 -42.9%

Adult Basic Education/GED/ESL 27 28 17 17 ^

College Work Study 32 22 15 8 ^

Community Service 9 12 27 31 ^

Job Skills Training 4 3 1 2 ^

On-the-Job Training (OJT) 0 1 0 2 ^

New Enrollees to Welfare-to-Work Program 80 0 NA NA NA

Other Employment Barrier Removal Services 7 8 5 4 ^

Total Activities 1,127 1,041 893 920 -18.4%

Total Participants with Active Status (Unduplicated)1 818 791 731 726 -11.2%

Post-aid Employment Retention Services 245 183 165 176 -28.2% Source: County of Santa Cruz Human Services Department (2011). 2008-2011 Welfare-to-Work Enrollment and Participation. Note: Data presented is from May of each year. ^ Percent change is not calculated for numbers less than 20, as small numbers are unstable and can be misinterpreted. 1 Participants are often enrolled in multiple concurrent activities; therefore numbers may be duplicated across Welfare-to-Work activities.

Welfare-to-Work Employment Placement Profile, Santa Cruz County

TERMS OF EMPLOYMENT

2008

2009

2010

2011 08-11

% CHANGE

Unsubsidized Employment 487 512 460 458 -6.0%

Average Participant Wage $11.43 $11.65 $11.12 $11.50 0.6%

Post Aid Retention 245 183 165 176 -28.2%

Source: County of Santa Cruz Human Services Department (2011). 2008-2011 Welfare-to-Work Enrollment and Participation. Note: Data presented is from May of each year.

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