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About Us

The Santa Cruz Valley Heritage Alliance is an advocate for our region’s valuable heritage. Situated along an ancient and still vital trade route, our valley is home to numerous diverse cultures and communities whose relationships with each other are linked by geography. The stories of these communities form the fabric of a cultural and natural heritage that has the power to shape our future.

We preserve and advance the region’s living heritage so that landscapes, sites, livelihoods, traditions, values, and stories can stimulate our economy and build community. Knowledge and respect for this heritage contributes to a sense of place and improves the quality of our lives. 

Our efforts in the Santa Cruz Valley also contribute to the character and future of the American Southwest, especially in the face of rapid growth, by keeping all aspects of our Western heritage and position as a major trade corridor alive and relevant.


• Invested in the first-ever comprehensive inventory and feasibility study of the region’s heritage assets.

• Received funding and resolutions of support from every jurisdiction in the region.
• Developed and distributed the first-ever regional heritage tourism map, Experiences of the Santa Cruz Valley.
• Developed and launched the first-ever online, interactive regional heritage tourism map, Experiences of the Santa Cruz Valley.
• Initiated the regional heritage foods program and conducted a heritage foods workshop and expo.
• Developed and launched a regional heritage website that promotes heritage business members, heritage events, heritage tourism, heritage foods, historical accounts, and more.
• Initiated and are developing a regional directory to heritage foods, histories and sample recipes.
• Initiated dialogue among stakeholders to create a regional food brand.
• Successfully coordinated with the US House of Representatives to approve federal designation as a National Heritage Area.



The Santa Cruz Valley Heritage Alliance is a 501(c)3 non-profit organization and donations are tax-deductible.