Representing Capitola

As a California native, I understand the struggles facing our community and as a small business owner and advisor, I understand the challenges affecting many of our small businesses. I’m running for Capitola city council to help our community recover from the COVID-19 pandemic and grow into an even better place to live, work, play, and raise a family. As your councilmember, I will create policies that support businesses, keep housing costs affordable and maintain the unique atmosphere, culture and small town charm that makes Capitola such a wonderful place to live.



"Alex is dedicated to Capitola and supporting this great community. I know Alex to be a logical decision maker who is ideal for pragmatically addressing difficult challenges. It will be a benefit to Capitola and its residents having Alex as a City Council Member. " - Jeff Reeves

"I’ve worked with Alexander for several years. He has the problem solving skills and integrity the community needs." - Brandon Napoli

"I serve as an ambassador for the Santa Cruz County Chamber of Commerce with Alexander. In the time I have had to get to know him, Alexander's commitment to the development of small businesses and the overall growth and prosperity of the Santa Cruz community is evident. Beyond that, his ability to foster meaningful relationships with community members and reliability as an ambassador ensures his success as a future city council member." - Annika Kelsey


Margaux Keiser - Vice Mayor, City of Capitola

Kristen Brown - Councilmember, City of Capitola

Dennis Norton - Former Mayor, City of Capitola

Rose Filicetti - Board of Education Trustee, Santa Cruz County

Carla Christensen - Vice President, Soquel Creek Water District

Richelle Noroyan - Former Councilmember, City of Santa Cruz


  • Business Advisor, Santa Cruz County Small Business Development Center

  • Owner, Pedersen Home Enhancement

  • President, Fair Wage USA (Blue Circle)

  • Member, Capitola Finance Advisory Committee

  • Capitola local government academy graduate

  • Board member, Second Harvest Food Bank, Santa Cruz County

  • Member, Second Harvest Food Bank Finance Committee

  • Member, Non Profit Connection Finance Committee

  • Member, Santa Cruz County Chamber of Commerce Ambassadors

  • Board member, Davis Makerspace

  • President, Cabrillo College Entrepreneurs Club

  • President, Sacramento City College Robotics Club

  • Student Senator, Cabrillo College