Santa Cruz

Wayfinding Master Plan

Tourism generates $14.5 million in local taxes for the City of Santa Cruz and is vital to the health of the downtown, the beach area, and the City itself. Santa Cruz’s attractions are as varied as their environment, the Monterey Bay National Marine Sanctuary, world famous surf beaches, the classic Santa Cruz Boardwalk, art galleries and shops in the downtown, the University of California at Santa Cruz and the surrounding redwood forests, all make up this eclectic community.

MERJE is led a team of multi-disciplined designers and engineers who are worked together to develop experience-based design solutions for the variety of wayfinding issues. MERJE was charged with the Implementation Strategy and Wayfinding Analysis. Lance Wyman provided design direction, while Rick Engineering conducted a GIS based signage inventory of the existing sign system. Local Industrial designer Timerie Gordon provided project management and Design Advocacy.