With urban renewal projects like nearby Swift Street Courtyard (home of Kelly's French Bakery) and the proposed New Leaf Market going in directly across the street from 1010 Fair, the far Westside is one of the hottest up-and-coming neighborhoods in Santa Cruz.

The former manufacturing building at 1010 Fair has been comprehensively renovated and is attracting a broad range of contemporary occupancies including offices, physical fitness, art and photography studios, and a Buddhist center.