- Murderers who plagued the town, terrorizing locals and keeping everyone on edge
- At one point, Santa Cruz was dubbed the "murder capital of the world"
- Decade also saw the rise and fall of Odyssey records
- The Cooperhouse became a centerpiece for the Pacific Garden Mall
- Preservations added a side piece to the Cooperhouse in the 70's by restoring old hall of records into the Octagon Museum
- Businessman Randall Kane metamorphized the Catalyst in the 70's , "a sophistication that trended with the 70s music."
- Al DiLudovico responsible for creating the county's food program for the poor
- Bill Lee became renowned for his invention of light-weight sailing boats
- Various Santa Cruzans excelled in athletics in the 70s, including Al Feuerbeck, who went to the Olympics in 1972 and '76
"Santa Cruz made its contribution to the gay movement when former supervisor Pat Liteky came out of the closet after leaving office in 1975."
- Former SC Mayor Sally DiGirolamo made her mark in the city and on her constituents with her comments about the Miss California Pageant
- "I'll believe the pageant is truly based on talent the day a flat-chested Black woman wins it."