Downtown Watsonville has always boasted strong multicultural roots and a rich community of artists, small businesses and residents that care deeply about their community.
Now, the state of California does, too.
The California Arts Council has named downtown Watsonville one of the state’s newest officially designated Cultural Districts, putting the city’s arts, history and homegrown creativity on a short list shared with just 23 other communities statewide.
Watsonville is one of 10 new districts selected this year.
The designation recognizes places where arts and culture aren’t window dressing, but part of daily life—shaped by local history, community partnerships and people who’ve been telling their own stories for generations.
“This recognition confirms what our community already knows — that arts and culture are at the heart of Watsonville,” said Deputy City Manager Nick Calubaquib. “We are proud of our artists, culture bearers and community partners.”
For downtown Watsonville, the designation comes with $10,000 over two years, official state certification, technical assistance and access to statewide marketing resources. The Cultural District status runs from Jan. 1 through the end of 2030.
More than the funding, supporters say the label gives long-overdue visibility to work that’s been happening quietly—and persistently—for decades.
“This designation gives well-deserved recognition for the decades of work by Watsonville artists and culture bearers,” said Jim Brown, executive director of Arts Council Santa Cruz County. “We look forward to supporting the community as it builds on this opportunity.”
Downtown organizations like Pajaro Valley Arts, the Watsonville Center for the Arts, Muzzio Mosaic Arts Center, Digital Nest, Watsonville Public Library and the Henry J. Mello Center for the Performing Arts anchor that work.
That spirit shows up year-round.
The Strawberry Festival, Music in the Plaza, Día de los Muertos, the Watsonville Film Festival, Fiestas Patrias, Filipino American Heritage Month celebrations, Noche de Brillo and monthly Second Saturday events that turn the streets into open-air stages.
In addition, the Watsonville City Council recently adopted the Public Art Master Plan, which further underscores the city’s commitment to arts and culture.
