The Santa Cruz metro is home to 266,021 people (down 2.8% over five years), with a median household income of $109,266. Typical rent of $3,469/month works out to 38.1% of the median household income — above the 30% affordability threshold, a strain signal (Census ACS + Zillow, September 2026).
The share of Santa Cruz's workforce by sector — the base of tenant demand:
| Sector | % of workforce |
|---|---|
| Education & health care | 25.1% |
| Professional & management | 14.0% |
| Arts, food & hospitality | 10.3% |
| Retail trade | 9.8% |
| Manufacturing | 7.8% |
Education & health care is the metro's largest employment base — sectors like education and health care are recession-resilient anchors for rental demand.
Rents at 38.1% of median income leave little headroom — expect tenant price sensitivity. Market pricing, yields and the Star Score live on the Santa Cruz market page; run a deal in the calculator.
At the 30%-of-income affordability rule, typical rent of $3,469/month suggests a household income around $139,000/year. The metro's median household income is $109,266.
By workforce share: Education & health care (25.1%), Professional & management (14.0%), Arts, food & hospitality (10.3%) (Census ACS 5-year).