Something big is happening in Santa Cruz — and it’s all about comfort, community, and California roots.
Beck’s Shoes, a fifth-generation, family-owned company founded in 1919, is opening its first-ever Superstore right here in Santa Cruz!
Located in the former Billabong building near Pleasure Point (4105 Portola Drive), this new store marks Beck’s 26th location, its second in the Santa Cruz area, and third in Santa Cruz County. It’s a milestone not just for the company, but for a family whose story began over a century ago and continues to grow right here on the coast.
Saturday, November 29, 2025
10:00 AM – 2:00 PM
Ribbon Cutting Ceremony: 10:30 AM with the Santa Cruz Chamber of Commerce
Location: 4105 Portola Dr, Santa Cruz, CA 95062
Join us for a day filled with food, music, and family entertainment, plus exciting giveaways — including the chance to win FREE UGGs for Life! * See Below Disclaimer
The first 100 guests will also receive $50 Beck’s Shoes gift cards, and everyone can explore the brand-new space featuring an expanded selection of top comfort and lifestyle footwear brands including UGG, Birkenstock, Hari Mari, OOFOS, Aetrex, HOKA, New Balance, Brooks, and more!
We’ve officially launched the Santa Cruz Grand Opening Facebook Event — and we’d love for you to join the discussion!
You’ll find sneak peeks, behind-the-scenes updates, and announcements as we get closer to opening day.
Click the button below to RSVP and follow along!
Joining the event is the best way to stay in the loop as the store comes together — from construction progress to team introductions and exclusive pre-event giveaways.
Our incredible Capitola team has been at the heart of this entire launch, assisting every step of the way to help bring the new Santa Cruz location to life!
Led by Karla Martinez Gonzalez, our passionate and dedicated Store Team Leader, this crew embodies what Beck’s is all about: service, comfort, and community. Alongside her dedicated team members — Yasmine, Carlos, and Gabriel — they’ve been pouring their energy into preparing for the big day, and they can’t wait to welcome everyone to the Grand Opening!
Karla has been with Beck’s Shoes for over two years. Originally from Long Beach, she’s built her career in the family business and customer service world, where she developed a deep passion for people, leadership, and authentic connection. Now that she’s back by the ocean, she’s embracing her love of the coast, community, and all things comfort.
Karla’s favorite quote — “Always be YOU and always enjoy the little things” — perfectly captures her approach to life and leadership. Her positivity and drive inspire everyone around her, and we’re beyond proud to have her leading our Capitola team.
If you’re nearby, stop by our Capitola Mall store to meet Karla and the team and pick up your Santa Cruz Grand Opening flyer — it’s your voucher for a FREE Beck’s Shoes Fresh Force Spray when you come to the event on November 29!
For the Beck family, Santa Cruz isn’t just another dot on the map — it’s part of their story.
The connection runs deep: from growing up in the Santa Cruz Mountains to serving nearby communities for decades, opening here feels like bringing the family legacy full circle.
When Beck’s Shoes looked at what makes Santa Cruz special — its creativity, its independent spirit, and its love of local business — it felt like home. The energy here is a perfect match for what Beck’s stands for: real relationships, quality products, and service that goes beyond a transaction.
But more than that, Beck’s chose Santa Cruz because of its community.
This city values connection — between people, neighborhoods, and local businesses. And that’s exactly what Beck’s has built its name on for more than 100 years: exceeding expectations, one person at a time.
The new Santa Cruz store was designed to be a reflection of that same spirit — a place where comfort meets care, where service feels personal, and where every customer is treated like family.
From surfers and teachers to nurses, tradespeople, and families — Beck’s is here to make sure everyone finds footwear that fits their lifestyle, their goals, and their day-to-day comfort.
Beck’s Shoes isn’t just another shoe store — it’s a fifth-generation legacy built on genuine service and community connection.
Current leaders Adam Beck and Julia Beck-Gomez both grew up in the Santa Cruz Mountains, and this opening represents a homecoming of sorts — bringing their family’s long-standing commitment to comfort and quality right back to where their story began.
Every guest who walks through Beck’s doors experiences something that goes far beyond retail: a personalized fitting process using advanced foot-scanning technology, knowledgeable staff trained to find the right support for every foot, and an environment that feels like family.
Fresh spring styles, thoughtful comfort, and Mother’s Day favorites she’ll actually wear. Explore Birkenstock Mayari sandals, HOKA, Brooks, Aetrex, and more at Beck’s Shoes.
Fresh spring arrivals are here at Beck’s Shoes, featuring colorful new drops from Brooks, Aetrex, Spring Step, and more—designed for comfort, movement, and effortless seasonal style.
The women behind Beck’s Shoes aren’t just leading teams — they’re on their feet all day, helping customers, moving nonstop, and relying on the shoes they trust. From marathon miles to long workdays, here’s what they actually wear — and why it works.
We can’t wait to celebrate this milestone with our friends, customers, and neighbors.
Stop by the Santa Cruz Grand Opening on November 29, meet the team, enjoy the music, grab a bite, and join us for a day of comfort, community, and connection.
Because at Beck’s Shoes, we’ve learned that comfort isn’t one-size-fits-all — it’s personal.
Beck’s Shoes Giveaway Prize Information, Rules & Disclaimer: To qualify for the “Free Uggs for Life” promotion for one (1) prize consisting of Beck’s Shoes Gift Cards valued at $1,500, participants must: 1) register in-person at Beck’s Shoes, Inc., located at 4105 Portola Drive, Santa Cruz, CA 95062, 2) during the Grand Opening Store hours of 10:00 AM to 2:00 PM, on Saturday, November 29, 2025, 3) be a California resident, 18 years old or older, 4) fully complete the Entry Form, 5) Agree to receive marketing information from Beck’s Shoes, Inc. and its affiliates, and 6) winner grants Beck’s Shoes, Inc. the right to use their name and likeness in future marketing material. Limited one (1) participant entry per household and residence.
No purchase necessary. Purchasing products will not enhance chances of winning. Odds of winning are one of the total number of valid entries. Winner’s entry will be selected at random by Beck’s Shoes representative (408) 559-1601 on December 1st, 2025, and will be notified promptly thereafter.
The winner will receive $1,500 in Beck’s Shoes Gift Cards, equivalent to approximately ten (10) pairs of regularly priced Ugg footwear for one person. “Free Uggs for Life” is a promotional title only and does not intend to imply a lifetime supply of Uggs. The prize consists of a single award of $1,500 in Beck’s Shoes Gift Cards. No cash or prize substitutions permitted. Void where prohibited or restricted by California law.
Erin Beck-Maver is a 5th Generation Beck.
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