Capitola is home.
My family's roots in this community span generations. Coni and I raised our family here, and today we have the joy of watching our grandchildren grow up here too.
I'm running for City Council for a pretty simple reason: I love Capitola, and I believe I can help.
I spent 32 years in the fire service, retiring as a Battalion Chief. My career taught me to plan ahead, manage resources carefully, bring people together, stay calm when things get difficult, and above all, be accountable for results.
I've tried to bring that same approach to my service here in Capitola: on the Planning Commission, our city committees, the Capitola Public Safety Foundation, and throughout our community.
Today, I believe Capitola needs that kind of practical, forward-looking leadership in five important areas.
We need to put Capitola on stronger financial footing. For too long, our city has been living paycheck-to-paycheck, without the kind of near- and long-term financial plan a responsible organization needs. Our residents have been incredibly generous in supporting this city. We owe them responsible budgeting, clear priorities, careful stewardship of every tax dollar, and a plan that looks beyond the next budget cycle.
We need to protect the Capitola we love. Our coastline, beaches, cliffs, Depot Hill, and historic Village are part of what makes this community unlike anywhere else. Protecting them requires thoughtful planning, climate resilience, and a productive relationship with the California Coastal Commission.
We need a Village that thrives. Tourism is an important part of Capitola's economy, but so are the people who live here every day. We need to support our restaurants and small businesses while dealing intelligently with parking, traffic, infrastructure, and the impact of tourism on residents.
We need to navigate housing and development responsibly. State mandates are real. Our job is to understand exactly what they require, protect Capitola's interests wherever we can, consider housing opportunities for people who work here, and preserve the scale and character that make our town special.
And we need transparency, accountability, and results from City Hall. Residents deserve to understand where their money goes, why important decisions are made, what City Hall is trying to accomplish, and whether we're succeeding.
I don't pretend to have every answer.
Good leadership starts with listening, understanding the facts, and working with people who may not always agree with you.
But I do know how to solve difficult problems.
I know how to plan.
I know how to manage resources.
I know how to bring people together.
I know how to make difficult decisions when necessary.
And after a lifetime of public service, I know something else:
The job is never about the person holding the title. It's about the people you're there to serve.
I know and respect the other people running for City Council. They're good people.
I'm not running against anyone. I'm running FOR Capitola.
I would be honored to earn your trust, your vote, and the opportunity to serve this community Coni and I love.
Troy "TJ" Welch
Candidate for Capitola City Council
Retired Battalion Chief
Troy "TJ" Welch is a 32-year veteran of the fire service, retired Alameda County Fire Battalion Chief, Capitola Planning Commissioner, emergency operations expert, and lifelong public servant.
TJ began his fire service career as a volunteer firefighter at Ben Lomond Fire Department, and continued to serve in industrial and municipal fire departments throughout his career. He was a member of CAL FIRE Incident Command Team 3 from 1997 to 2005. He is a founding author of the California Incident Command Certification System (CICCS), an all-hazard qualification and certification system designed to ensure California fire service personnel are properly trained and certified for deployment to complex emergencies. Prior to CICCS, there was no standard for qualification to go to major incidents. CICCS requires classroom training and demonstrated proficiency before certification.
TJ retired in 2014 as a Battalion Chief with the Alameda County Fire Department after 32 years of service.
His career was built around leadership when the stakes were highest. During major wildfires, floods, and emergencies, TJ helped coordinate the people, equipment, supplies, communications, transportation, and infrastructure required to support large-scale operations involving hundreds, and sometimes thousands, of firefighters and first responders.
TJ's public service continued after retirement. He has been a college instructor at numerous institutions across the Bay Area, primarily at Evergreen Valley College in San Jose. He has taught and written fire-officer courses for the Office of the State Fire Marshal (OSFM) and served as a Firefighter Safety Specialist for the California Department of Public Health and the National Institute for Occupational Safety and Health (NIOSH), investigating firefighter line-of-duty deaths and helping identify lessons that can prevent future tragedies. PG&E also recruited TJ for his fire and emergency-response expertise as a Public Safety Specialist, helping coordinate utility operations with fire, law enforcement, EMS, and other agencies during major incidents.
As a Capitola Planning Commissioner for nearly 10 years, he has worked directly on land use, housing, development, and preserving the character of the community. He has also served on Capitola's Finance Committee and Traffic and Parking Committee, served as President of the Capitola Public Safety Foundation, volunteered locally, and advocated for greater transparency, accountability, and integrity in city government.
TJ was born in Santa Cruz, and his family's roots here span generations. He and his wife, Coni, have built their life and raised their family here. Their children were born here, and today another generation of their family is growing up connected to the community they love.
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