NAICS 532412 · California overview
Construction Equipment Rental in Santa Cruz County
Santa Cruz County had 3 Equipment Rental establishments in 2023, ranking 31 of 31 California counties and accounting for 0.5% of the statewide total.
- Establishments (2023)
- 3
- Rank 31 of 31 counties
- Employees
- 32
- Mid-March employment
- Annual payroll
- $2.2M
- All establishments
- Per 10k residents
- 0.1
- 258,852 residents
More recent reading
BLS QCEW, 2026Q1The figures above are County Business Patterns, which carries the size distribution but runs about two years behind. The Bureau of Labor Statistics publishes quarterly, so this is the same industry roughly 3 years later. The two count different universes, Census counts establishments with paid employees in the March pay period and BLS counts worksites covered by unemployment insurance during the quarter, so the numbers are not directly comparable and either can be the larger.
- Establishments
- 6
- 2026Q1
- Employment
- 44
- Quarter-end level
- Average weekly wage
- $2,313
- Per covered worker
- Quarterly trend
- 0.0%
- 2025Q2 to 2026Q1
0.65 location quotient. Equipment Rental employment in Santa Cruz County is about 1.5 times less concentrated than in the United States as a whole.
Computed by the Bureau of Labor Statistics, not derived here. Above 1.0 means the industry is a larger share of local employment than of national employment.
How this market compares
Santa Cruz County against every other county in California on the same measure. The median excludes places under 2,000 residents, where per-capita figures are arithmetically true but analytically useless.
Fewer businesses per resident than the typical California market. Often an underserved market, though it can also mean residents buy this service in a neighbouring town.
- Vs state median
- -21%
- Businesses per resident
- Rank by count
- #31
- of 31 counties
- Rank by density
- #27
- of 31 ranked
- Since n/a
- n/a
- Change in establishments
Density compares construction equipment rental provision per resident. It does not measure revenue, profitability or whether a market is worth entering.
Business size mix
Santa Cruz is more consolidated than California as a whole: fewer micro-operators and a larger share of businesses with real headcount. Fewer targets, but the ones that exist are more likely to be financeable.
| Share of establishments | Santa Cruz | California | Difference |
|---|---|---|---|
| Under 5 employeesOwner-operated, often no management layer | 0.0% | 39.0% | -39.0% |
| 5 to 49 employeesThe range most individual buyers target | 0.0% | 44.7% | -44.7% |
| 10 or more employeesPractical floor for acquisition financing | 0.0% | 35.5% | -35.5% |
What acquirers look at
Balance-sheet businesses where fleet age and utilization matter more than the income statement. Asset value supports leverage that service businesses cannot.
Cities in Santa Cruz
The figures above cover the county as a whole. These are the places within it.
Other industries in Santa Cruz
Sources
- U.S. Census Bureau, 2023 County Business Patterns. Establishment counts, employment and annual payroll by NAICS. Retrieved 2026-09-08.
- U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages (2026Q1). Quarterly establishment counts and employment for employers covered by unemployment insurance. Retrieved 2026-09-08.