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Business & Tech

Chamber of Commerce Welcomes Target

Chamber mixer brings out local leaders to see Capitola Mall's newest addition.

Oversized scissors and high expectations were in abundance at Wednesday’s Santa Cruz County Chambers of Commerce Mixer welcoming Target to the Capitola business community. With a ribbon cutting ceremony, live band, food and drinks, the event came one day after the new Capitola Target opened the doors to its first customers and is one part of Target’s events leading up to the grand opening Sunday.

Representatives from Target, the Capitola Mall and the city of Capitola took part in the ribbon cutting event and are pleased with the store’s debut and the crowds it is already bringing in.

“I’m not going to say it’s a surprise. I knew the city was really wanting us and wanting us in this area,” said store manager Valerie Custodio. “But it’s like if you throw a party, you wonder if anyone is going to come. And then if you throw a party two days in a row you really wonder if anyone is going to come, and everyone keeps coming.”

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The crowds are what Capitola Mall manager Merrie Ann Miller hopes can provide a much needed boost to the other businesses in the mall.

“It’s definitely a (type of store) that the community doesn’t have so we feel that’s a good draw and a good mix for the mall,” said Capitola Mall manager Merrie Ann Miller. “The last 48 hours has been extremely exciting.”

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In addition to bringing shoppers to the mall, the store provides several other benefits to local businesses and the community. According to Captola-Soquel Chamber of Commerce CEO Toni Castro, Target’s sales will provide critical tax revenue to the city and has added 300 jobs to the area.

Mayor Michael Termini took the stage, and after praising Target’s efforts to support and become part of the local community, addressed his comments to the business leaders in attendance.

“This tide will raise all the ships in the community, in the county, and in the Capitola Mall,” Termini said. “Capitola will make this store a flagship.”

“They have high hopes like we have high hopes,” said store manager Custodio. “We are anticipating to be a high traffic store, and my guess is we will be.”

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