We stayed in Santa Cruz last October, no complaints, really nice round the harbour and some nice little parks for relaxing, never saw the beach there but I was told there are some.
Had a car so spent a day over in Puerto de la Cruz, seemed quite nice, was quite a breeze the day we were there, not sure if that's the norm.
Found a really nice town called San Cristobal de la Laguna, inland but well worth a visit if you have transport, considered the cultural capital of the Canary Isles.
Spent our 2nd week in Adeje which is familiar ground for us, always enjoy the walk along the front to Cristianos.
Had the best Chinese I've had in years at this place,
http://www.imperialtaipanrestaurant.com/ both the service and the food were top notch, highly recommend.