Full text of this blog is found on my Good Times Making Noise blog.
Here are some Santa Cruz specific outlets to promote your show through:
Postering (printing and distribution): Clutch Couriers
Daily Papers: Santa Cruz Sentinel - Add your event on thier calendar and check out which music writer covers your genre.
I would suggest following and sending your show info to the following (but if you do, make sure your show is on thier calendars first).
@centerdinSCruz @YourMusicMag @santacruzshows @BestofSantaCruz @scsentinel @beeets @santacruzweekly @cityonahill @LocalMusicVibe