Want to become a Vendor at the west end celebration?

Apply Now!

West End Celebration is more than just a festival: it’s a gathering of Sand City’s creative heartbeat, where artists, makers, and small businesses bring our streets to life. Apply now to share your craft, connect with a passionate community, and celebrate the vibrant spirit of the West End!

Vendor Applications for 2025 are now closed.

Thanks to overwhelming interest, all artisan and food vendor spots are filled for this year. We are still open to book a few local music acts. Please reach out to info@eventsantacruz.com for bookings.

Please include a website that exhibits your recent work
e.g. instagram.com/thewestendcelebration
Mailing address required to receive festival credentials.
What makes your craft unique? Do you have a special connection to the West End Celebration? Share anything that helps us understand your story, creativity, and what sets you apart!
We want to honor the creative spirit of the West End Celebration by curating a diverse mix of talented artists, makers, and businesses. By understanding your craft, we can ensure a balanced representation of art forms while staying true to the local open studio atmosphere that makes this event so special. Our goal is to showcase a wide variety of creativity and craftsmanship while fostering a vibrant, inspiring marketplace for attendees.
This helps us ensure a good mix of offerings for attendees. Just select the range that best represents the average pricing of your work; no pressure to list every possible price!
Sand City West End Celebration 2025 Request for Qualifications: Exhibitors
The City of Sand City (the “City”) requests the submission of qualifications from artists (an “Exhibitor”) to exhibit art at the West End Celebration in Sand City on Saturday, August 23, 2025, from 11:30 AM to 7:30 PM, and Sunday, August 24, 2025, from 11:30 AM to 7:30 PM (the “Event”). The Event will include the exhibition of art, live music, live performances, and food and beverages. The Event will be located in the West End of the City. Ortiz Avenue and other streets will be closed to provide an area for Exhibitors and food and beverage vendors.
The art exhibition spaces will be 10’ x 10’ in size (tent mandatory) or accommodate a 6’ table (no tent mandatory) and will be designated with the name of each Exhibitor. The City does not supply tents, tables, electricity, or running water. The booth fee is $120.00 total for both days, due by June 30, 2025, with a 50$ deposit due upon acceptance to guarantee your participation. Exhibitors must also purchase a Sand City business license. The registration fee is waived for Non-Profit Organizations.
REQUIREMENTS:
Each artist is responsible for and agrees to the following:
• The event will be held rain or shine. Your display area must be set up by 11:00 AM on both days.
• Each Exhibitor is responsible for personnel/booth attendants and for the setup, teardown, and cleaning of the display space. Your display space must be broken down no earlier than 6:00 PM on Saturday and 7:00 PM on Sunday, and no later than 8:00 PM on the day of the Event.
• A minimum of 72 hours’ notice to the City is requested for cancellations – no refunds will be issued.
• The Exhibitor must confine the exhibit to the display area designated by the City.
• Selected vendors will be required to obtain a business license from the City of Sand City.
SUBMISSIONS:
Please submit photographs or other graphic descriptions of the type of artwork you wish to display at the Event to the City no later than June 30, 2025, together with your contact information. The City is not responsible for any costs incurred by the exhibitor. The City reserves the right to select Exhibitors based on evaluation of submitted qualifications, samples of work, and references. The City also reserves the right to reject any submissions as non-responsive, incomplete, unsatisfactory, or inappropriate.
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com
________________________________________
City of Sand City Request for Qualifications: Food Vendors

PURPOSE:
The City of Sand City requests the submission of qualifications from professional “street food vendors” for the 24th Annual West End Celebration on Saturday, August 23, and Sunday, August 24, 2025. Submissions must be received no later than Friday, June 30, 2025, in order to be considered.
OPERATIONAL REQUIREMENTS:
Vendors must be prepared to meet the following requirements:
• Food & Food Service for a share of 7,500 people per day.
• Vendor must be set up for service no later than 11:00 AM on Saturday, August 23, and Sunday, August 24.
• Vendor must break down no sooner than 7:00 PM on Saturday and 7:00 PM on Sunday and must complete cleanup by 8:00 PM.
• Vendor must be in a self-contained unit and must supply their own water.
• Vendor must use eco-friendly products.
• Vendor must have proper food preparation equipment and staff.
• Vendor must have a cash bank sufficient to provide change for cash transactions.
• A valid Monterey County Health Department permit must be displayed at the unit.
• Vendor must adhere to all Monterey County Health Department requirements.
APPLICATION REQUIREMENTS:
Please submit the following items with your application:
• Copy of Monterey County Health Department Permit
• Proof of Liability Insurance
• Menu (to include descriptions and prices)
• Time requirements to set up and tear down
• Previous festival experience
• Two Business References
MISCELLANEOUS:
• Selected vendors will be required to obtain a business license from the City of Sand City.
• A non-refundable event entry fee of $120 will be collected no later than June 30, 2025. A revenue share of 15% for food & non-alcoholic beverages, and 22% for alcoholic sales is due no later than August 31st, 2025.
• A refundable $100 cleaning deposit is required.
• Preference is given to a diverse range of menus and experienced vendors, preferably local.
SUBMISSIONS:
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com
________________________________________
Sand City West End Celebration 2025 Request for Qualifications: Non-Profits
The City of Sand City (the “City”) requests the submission of qualifications from Non-Profits to participate in the West End Celebration in Sand City on Saturday, August 23, 2025, from 11:30 AM to 7:30 PM, and Sunday, August 24, 2025, from 11:30 AM to 7:30 PM.
The Event will include the exhibition of art, live music, live performances, and food and beverages. The Event will be located in the West End of the City. Ortiz Avenue and other streets will be closed to provide an area for Exhibitors and food and beverage vendors.
The Non-Profit spaces will be 10’ x 10’ in size (tent mandatory) or accommodate a 6’ table (no tent mandatory) and will be designated with the name of each Non-Profit. The City does not supply tents, tables, electricity, or running water. The $120.00 registration fee will be waived for accepted Non-Profit organizations. A Sand City business license is not required for Non-Profit organizations.
REQUIREMENTS:
Each Non-Profit is responsible for and agrees to the following:
• The event will be held rain or shine. Your display area must be set up by 11:00 AM.
• Each Non-Profit Exhibit is responsible for setup, teardown, and cleaning of the display space
• A minimum of 48 hours’ notice to the City is requested for cancellations.
• The Non-Profit Exhibit must confine their setup to the designated display area.
SUBMISSIONS:
Please submit qualifications no later than June 30, 2025.
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com
e.g. instagram.com/thewestendcelebration
Mailing address required to receive festival credentials.
Tell us more about your food & drinks: What makes your menu unique? Do you have a special connection to the West End Celebration? Share anything that helps us understand your flavors, story, and what sets you apart!
This helps us ensure a good mix of affordable and high-quality food & drink options for festival-goers. Just select the range that best represents the average pricing of your menu—no pressure to list every possible price!
The booth fee is $120 total for two days. An additional $100 refundable cleaning deposit is due by June 30, 2025.
Sand City West End Celebration 2025 Request for Qualifications: Exhibitors
The City of Sand City (the “City”) requests the submission of qualifications from artists (an “Exhibitor”) to exhibit art at the West End Celebration in Sand City on Saturday, August 23, 2025, from 11:30 AM to 7:30 PM, and Sunday, August 24, 2025, from 11:30 AM to 7:30 PM (the “Event”). The Event will include the exhibition of art, live music, live performances, and food and beverages. The Event will be located in the West End of the City. Ortiz Avenue and other streets will be closed to provide an area for Exhibitors and food and beverage vendors.
The art exhibition spaces will be 10’ x 10’ in size (tent mandatory) or accommodate a 6’ table (no tent mandatory) and will be designated with the name of each Exhibitor. The City does not supply tents, tables, electricity, or running water. The booth fee is $120.00 total for both days, due by June 30, 2025, with a 50$ deposit due upon acceptance to guarantee your participation. Exhibitors must also purchase a Sand City business license. The registration fee is waived for Non-Profit Organizations.
REQUIREMENTS:
Each artist is responsible for and agrees to the following:
• The event will be held rain or shine. Your display area must be set up by 11:00 AM on both days.
• Each Exhibitor is responsible for personnel/booth attendants and for the setup, teardown, and cleaning of the display space. Your display space must be broken down no earlier than 6:00 PM on Saturday and 7:00 PM on Sunday, and no later than 8:00 PM on the day of the Event.
• A minimum of 72 hours’ notice to the City is requested for cancellations – no refunds will be issued.
• The Exhibitor must confine the exhibit to the display area designated by the City.
• Selected vendors will be required to obtain a business license from the City of Sand City.
SUBMISSIONS:
Please submit photographs or other graphic descriptions of the type of artwork you wish to display at the Event to the City no later than June 30, 2025, together with your contact information. The City is not responsible for any costs incurred by the exhibitor. The City reserves the right to select Exhibitors based on evaluation of submitted qualifications, samples of work, and references. The City also reserves the right to reject any submissions as non-responsive, incomplete, unsatisfactory, or inappropriate.
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com
________________________________________
City of Sand City Request for Qualifications: Food Vendors

PURPOSE:
The City of Sand City requests the submission of qualifications from professional “street food vendors” for the 24th Annual West End Celebration on Saturday, August 23, and Sunday, August 24, 2025. Submissions must be received no later than Friday, June 30, 2025, in order to be considered.
OPERATIONAL REQUIREMENTS:
Vendors must be prepared to meet the following requirements:
• Food & Food Service for a share of 7,500 people per day.
• Vendor must be set up for service no later than 11:00 AM on Saturday, August 23, and Sunday, August 24.
• Vendor must break down no sooner than 7:00 PM on Saturday and 7:00 PM on Sunday and must complete cleanup by 8:00 PM.
• Vendor must be in a self-contained unit and must supply their own water.
• Vendor must use eco-friendly products.
• Vendor must have proper food preparation equipment and staff.
• Vendor must have a cash bank sufficient to provide change for cash transactions.
• A valid Monterey County Health Department permit must be displayed at the unit.
• Vendor must adhere to all Monterey County Health Department requirements.
APPLICATION REQUIREMENTS:
Please submit the following items with your application:
• Copy of Monterey County Health Department Permit
• Proof of Liability Insurance
• Menu (to include descriptions and prices)
• Time requirements to set up and tear down
• Previous festival experience
• Two Business References
MISCELLANEOUS:
• Selected vendors will be required to obtain a business license from the City of Sand City.
• A non-refundable event entry fee of $120 will be collected no later than June 30, 2025. A revenue share of 10% for food & non-alcoholic beverages, and 20% for alcoholic sales is due no later than August 31st, 2025.
• A refundable $100 cleaning deposit is required.
• Preference is given to a diverse range of menus and experienced vendors, preferably local.
SUBMISSIONS:
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com
________________________________________
Sand City West End Celebration 2025 Request for Qualifications: Non-Profits
The City of Sand City (the “City”) requests the submission of qualifications from Non-Profits to participate in the West End Celebration in Sand City on Saturday, August 23, 2025, from 11:30 AM to 7:30 PM, and Sunday, August 24, 2025, from 11:30 AM to 7:30 PM.
The Event will include the exhibition of art, live music, live performances, and food and beverages. The Event will be located in the West End of the City. Ortiz Avenue and other streets will be closed to provide an area for Exhibitors and food and beverage vendors.
The Non-Profit spaces will be 10’ x 10’ in size (tent mandatory) or accommodate a 6’ table (no tent mandatory) and will be designated with the name of each Non-Profit. The City does not supply tents, tables, electricity, or running water. The $120.00 registration fee will be waived for accepted Non-Profit organizations. A Sand City business license is not required for Non-Profit organizations.
REQUIREMENTS:
Each Non-Profit is responsible for and agrees to the following:
• The event will be held rain or shine. Your display area must be set up by 11:00 AM.
• Each Non-Profit Exhibit is responsible for setup, teardown, and cleaning of the display space
• A minimum of 48 hours’ notice to the City is requested for cancellations.
• The Non-Profit Exhibit must confine their setup to the designated display area.
SUBMISSIONS:
Please submit qualifications no later than June 30, 2025.
Please submit applications to:
Event Santa Cruz
Matthew Swinnerton & Nadja De Maeseneer
Email: info@eventsantacruz.com

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