July 7, 2023 – The rippling clouds of a mackerel sky rise behind hard-charging rock band Neverland.
High-grade food trucks slang contemporary takes on sandwiches and ice cream.
Seniors and youngsters, dogs and toddlers, hippies and hipsters. regulars and newbies.
They all mingle across the mini-festival grounds, checking in on craft vendors that run a dozen deep, along with community groups and other local connectors tabling around the Midtown Square on Soquel Avenue.
This vibrant space, while centrally located, is most days a stretch of asphalt.
The point man for the occasion, Matthew Swinnerton of Event Santa Cruz, takes joy in the fact he’s convinced event-goers like me to call this typically empty lot “Midtown Square.”
“The main point we started with was drawing attention to a part of Santa Cruz that deserved more attention,” he says. “Everything we do is to remind people to see the vibrant businesses down here. We keep on doing that.”
He considered an ad campaign, then went a different direction.
“Why don’t we just get people to Midtown?” he asks out loud. “And, at the same time, create a really fun place. It’s a parking lot! We reimagine it, with everyone from 3-year-olds to 90-year-olds feeling welcome.”
As MidFrys (new term!) enters a third year, the scene appears to have found its rhythm acoustically and spiritually, as demonstrated by consistent crowds that at one point crested 1,000 attendees.
Swinnerton reports 288 different vendors will appear over the course of the season, around 15 rotating through each Friday, presenting clothes, jewelry, candles, art and other homegrown items worthy of consideration.
“Basically anyone who creates something, but not people who resell,” Swinnerton says. “All local makers.”
It’s a long way of getting at the key point: At this moment, Event Santa Cruz’s Midtown Summer Block Party is swinging full-throated and full-bellied into the heart of Santa Cruz summer.
No cover.
Another 12 acts appear in the following weeks as Midtown Summer Block Party runs 5-8:30pm (ish) Fridays through Sept. 29.
On my visit Neverland proved thunderous in charisma and execution. One moment lead goddess Brooke Hoekstra is calling upon the audience to find new unity amid divided times, the next she’s power harmonizing an original with backing from her interwoven guitar-bass-drum squad of Emil, Joe and Robbie (last names redacted for protection from noise police who fear peak rock).
The music acts come curated by Off The Lip Radio Show. The next four performing groups roll like this:
July 7th: Ancestree w/opener Hijinx
July 14th: The Rayburn Brothers
July 21st: Dirty Cello
July 28th: Alex Lucero Band w/opener Asher Stern
Neil Pearlberg coordinates the music for OTLR Show.
“The main thing I want is to get people out of their chairs, dancing, smiling and visiting, and that comes with a family friendly set of performers and bands who want to play Midtown.
“They enjoy it.”
He’s had upwards of 80 bands contact him, which speaks to the local independent music culture and what’s happening here.
“It’s Midtown!” Pearlberg says.
When I was there last month, I couldn’t help thinking: Keep it simple and this thing works: Live music in a walkable spot, just enough fresh flavor and smiling faces, and it doesn’t really get much better than this, casual Friday like.
It can’t get better.
Until it does.
That happens by adding a subsequent chapter.
“Midtown Square” sits a frisbee’s throw from the sorts of potential entertainment/epicurean intrigue that spots like Charlie Hong Kong’s, Rio Theatre and Crepe Place provide.
On this evening, our destination was pre-destined.
I’ve long been a fanboy for Sante Adarius’ American IPAs and clever saisons.
But I’d yet to visit the Santa Cruz Portal tap house on Water Street since Bookie’s took over the food.
Bookie’s co-creator/pizzaola Todd Parker promptly blew me away.
Back when they debuted, he told me something that stuck around in my head.
“We took the Detroit style and started playing around with dough and toppings, and that’s what makes our pizzas a little different,” she says.
The special of the day, a fluffy pillow with olive, balsamic, roasted strawberry and micro greens doesn’t sound particularly harmonious, and might start a fight over what a proper pie should be in a Chicago bar.
On this night, it was a revelation.
Paired with a strawberry sour, it lifted me at least one half inch off my seat.
I looked around to see if anyone noticed I was floating.
They did not.
They were too busy floating through their own Midtown Friday.
More at eventsantacruz.com; and bookiespizza.com
About the author
Mark C. Anderson, Edible Monterey Bay's managing editor, appears on "Friday Found Treasures" via KRML 94.7 every week, a little after 12pm noon. Reach him via mark@ediblemontereybay.com.
