Midtown Optometry, featured in this great article written by Jessica York from the Sentinel comments on this new Santa Cruz Neighborhood.  

While so much of the discussion between East Side and West Side Santa Cruz originally stems from territorial surfers, the Midtown designation seems to have stemmed from a younger generation rebranding the area between the San Lorenzo River and Seabright.  Check MidtownSantaCruz.com for an interactive map.