Watsonville brands itself as city of opportunity:

By DONNA JONES - Santa Cruz Sentinel

WATSONVILLE - When Spencer and Carol Owyang looked for a place to relocate their motorcycle parts company after being burned out in the 2008 Trabing Fire, Watsonville fit the bill.

The Strawberry Business Center on Hanger Way offered them the chance to buy a condominium zoned for light industrial production.

They liked the neighborhood too. Nearby FedEx offered access to shipping. Hardware suppliers were lined up along Hangar Way. Fox Racing Shox, a similar business though larger, was next door, giving the Owyangs the assurance that they'd find the type of workers they'd need.

"And you can't beat the climate in Santa Cruz County," said Owyang, who, with his wife, founded Constructors Racing Group 10 years ago and today provides jobs for six to 12 people depending on the season.

It's entrepreneurs like the Owyangs that Watsonville hopes to attract with a new marketing campaign, "Growing Opportunities." As part of the campaign, the city has launched a website that aims to be a "one-stop shop" for people interested in setting up or expanding businesses in the city.

People invariably associate Watsonville with the strawberry, without a doubt one of its chief economic engines, said Kurt Overmeyer, the city's economic development manager.

But what's less recognized is that Watsonville also is home to a diverse group of nationally and internationally known companies, he said, ticking off examples such as Fox Racing Shox, fine tableware manufacturer Annieglass, boating supplier West Marine, software developer Smith Micro7 and Nordic Naturals, which produces nutritional supplements.

Overmeyer said Watsonville's economy is in transition. The food processing plants that once made its fortunes aren't coming back. But there's still plenty of successful companies and opportunities in the city. It's a matter of getting the word out.

The city paid consultants, Gerardot & Co. of Indianapolis, $35,000 to develop the campaign, to brand Watsonville as a place to grow a business. The campaign was developed after an extensive interview process. In a city that's been home to waves of immigrants who came from all over the world to find a better life, the common thread in all the discussions was opportunity.

The campaign includes printed materials as well as the online presence.

The website lays it all out: the demographics, where to live or shop, where to find resources, whether a business is looking for financing or employee training.

Overmeyer doesn't expect instant success with the campaign, but that the new brand will take hold given time.

"We're creating a new mindset for what people think about Watsonville, one that's universally positive," he said. "If we can pull that off in five years, we'll be doing a great job."