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SANTA CRUZ COUNTY

GUIDE TO WHERE THE LOCALS GO

2021

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We Rent, We Sell, We Deliver

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BUSINESS INDEX 18 ARTS, EDUCATION & ENTERTAINMENT Museums & Galleries Music & Theater Tourism & Attractions Training & Classes 22 DINING, SPIRITS & HOSPITALITY Bakeries Breweries Catering Coffee Ice Cream & Yogurt Prepared Foods Restaurants Wineries 30 HEALTH & WELLNESS Acupuncture Chiropractic Day Spas Fitness Health & Wellness Retail Medical Optical 34 COMMUNITY Community & Social Services Media Outlets 43 SHOPPING & RETAIL Apparel Art Supplies Auto Bicycles Books

Dispensaries Farm Supply Gifts Grocers & Specialty Foods Home & Garden Jewelry Liquor Stores Lumber & Building Materials Office Supply & Office Furniture Pet Stores Restaurant Supply Retail Sporting Goods 55 SERVICES Accounting & Bookkeeping Attorneys Banks & Credit Unions Business Services Communications Computers Contractors, Construction & Design Graphic Design & Illustration Insurance Interior Design Landscaping Marketing Photography Printers Real Estate Safety & Security Senior Services Transportation Veterinarian Services Website Services Wholesale

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YOSO Wellness Spa

With 35 years of serving Santa Cruz County, the SBDC is a premier hub of experts experienced in Mainstreet, Techstreet, and Agribusiness. Business owners and aspiring entrepreneurs receive in-depth advising and training to obtain capital, launch businesses, grow sales and create jobs.

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WELCOME Dear Friends, Welcome to the 12th edition of the Think Local First Member Directory. Think Local First - County of Santa Cruz is an organization of locally-owned independent businesses dedicated to the strengthening of the local business community and to the preservation of the unique character of Santa Cruz County. Inside this directory you will find hundreds of locally-owned, independent, and operated businesses. Please keep this directory to find and frequent the businesses in it. You can also find detailed information on all our members, member activities, and how to become a member at thinklocalsantacruz.org. Why think local, first? •

Because more of the money you spend at a locally-owned, independent business will stay in the community so you can be spent again, and again, and again.

•

Because locally-owned, independent businesses help maintain the character of Santa Cruz County, which has become a destination of choice for visitors from throughout the world.

•

Because to keep you coming back, locally-owned business people will give you the best value for your dollar.

•

Because the people of locally-owned businesses are your friends and neighbors, and they will support you in return.

Please let this directory be your guide to shopping the logo, living the philosophy, and thinking local, first! Locally Yours, The Think Local First Board of Directors

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ECOLOGICAL LANDSCAPING

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• Climate Resilient Landscapes • Firescaping • Permaculture • Greywater & Rainwater Harvesting • Drip Irrigation & Smart Controllers • Paths & Patios • Decks & Arbors Creative Plantings • Groundskeeping Homestead Support • Edible & Medicinal Plants

terranovalandscaping.com

831-425-3514 license #656636

THINKLOCALSANTACRUZ.ORG

TABLE OF CONTENTS 4 INDEX OF BUSINESS CATEGORIES 6

WELCOME

8 CONTENTS 10 B OARD & STAFF 11 HISTORY OF THINK LOCAL FIRST 12 1 0 REASONS TO SHOP LOCAL 14 PARTNER WITH US 16 TLF WEBSITE 17 WHERE DOES THE MONEY GO? 18 MEMBER DIRECTORY 29 WHO DO YOU TRUST 74 ACKNOWLEDGEMENTS 76 CHARTER MEMBERS 78 THE BIG PICTURE

CONTRIBUTORS Peter Beckmann, Susan O’Conner Fraser, Andrea Konrad, Michael Olson DESIGNERS Mackenzie Alameda, Kathy Manlapaz, Sam Miranda ADVERTISING DIRECTOR Debra Whizin ADVERTISING REPRESENTATIVES Lisa Buckley, Sue Lamothe, Ilana Rauch Packer, Tiffani Petrov ACCOUNTING Sarah Puckett CIRCULATION MANAGER Shannen Craig OFFICE MANAGER Kari Mansfeld GENERAL MANAGER Lee May

Cover photograph by Amy Medina. Amy Medina is a photographic artist specializing in Fine Art Photography Prints of locations local to Monterey Bay and beyond as well as on-location Portraiture, Business Headshots and Branding Images. You can see more of her work and learn more about her at AmyMedinaPhotography.com.

Published by Think Local First Santa Cruz County 877 Cedar St. Ste #150 / Santa Cruz, CA 95060 info@ThinkLocalSantaCruz.com | thinklocalsantacruz.org

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Woodstove & Sun 510 Soquel Avenue Santa Cruz, CA 95062 (831) 425-5123 www.woodstoveandsun.com

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BOARD & STAFF PETER NEUWALD ANB INSURANCE SERVICES

Chair & Director

MONIQUE LUSSE EQUITY BY DESIGN

Treasurer & Director

PETER BECKMANN BECKMANN’S BAKERY

Director & Co-Founder MICHAEL OLSON KSCO RADIO

Director, Spokesperson and Co-Founder SUSAN O’CONNER FRASER TAM COMMUNICATIONS, INC.

Director

OFFICER ANDREA KONRAD

Membership Director

SPECIAL THANKS MARY ANDERSEN

Digital Media Santa Cruz Web Design, SEO, Social Media Marketing

THINKLOCALSANTACRUZ.ORG

THE HISTORY OF

THINK LOCAL FIRST In the spring of 2007, a handful of Santa Cruz business owners rallied around a common concern: the threat to local businesses posed by proliferating chain stores and easy online shopping. The need to promote and strengthen Santa Cruz County’s independent and local business community has grown increasingly important with the growing prevalence, here and in other shopping districts as more chain stores move in. Think Local First – County of Santa Cruz was forming in 2007 around the shared desire to “promote and sustain economic vitality while preserving the unique character of Santa Cruz County.” The logic was that if the community was more aware of supporting independent and locally-owned businesses, everyone would benefit: a ‘local’ economy would prosper and circulate money throughout the community, in turn promoting local spending and, ultimately, contributing to the vibrancy and health of Santa Cruz County. In the early stages of Think Local First, folks volunteered their time and efforts without any guarantee of affecting much change. The TLF movement was largely fueled by inspiration found in stories of community support for independent businesses such as Kepler’s Books. In 2005, Kepler’s Books, a beloved and renowned bookseller in nearby Menlo Park, had abruptly shut its doors, having succumbed to competing chains and online book retailers. In an unexpected outpouring of support, the Menlo Park community came forth with donations, a viable business strategy, and a new board of directors. Within six weeks, Kepler’s Books re-opened and remains a vibrant hub of Peninsula cultural life. Santa Cruz County has seen a comparable surge in community awareness and support. TLF’s first public meeting took place at Bookshop Santa Cruz, our own local treasure, in October 2007. We invite participation by members of the public to share ideas and continue the momentum of the movement. Think Local First and its members emphasize the link between our unique, thriving local economy and a unique, thriving town. It’s a simple concept, really: what goes around comes around. It’s about creating our community – together. thinklocalsantacruz.org

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10 REASONS TO SHOP LOCAL Why shop at a locally owned business first? The following 10 reasons show how money spent at local businesses is reinvested in your community, creating economic vitality and helping the community maintain its unique appeal. 1

MORE MONEY RECIRCULATES IN THE LOCAL ECONOMY When you shop at locally owned businesses, more money stays in the community because local businesses frequently purchase from other local businesses. Purchasing local goods and services helps grow the local tax base as well as area businesses.

2 UNIQUE BUSINESSES CREATE CHARACTER AND PROSPERITY The distinctive character of Santa Cruz County is what brought us here and keeps us here. Independent and locally owned businesses are an integral part of the uniqueness of our area. 3 ENVIRONMENTAL IMPACT IS REDUCED Local businesses purchase more of their inventory from other local businesses and require less transportation. They are usually located in the town or city center rather than the outskirts. This reduces urban sprawl, congestion, habitat loss and pollution. 4 MOST NEW JOBS ARE PROVIDED BY LOCALLY OWNED BUSINESSES Small, locally owned businesses employ more people in the U.S. than large businesses. 5 NONPROFITS RECEIVE GREATER SUPPORT Local business owners donate more to local charities than national chains. 6 CUSTOMER SERVICE IS BETTER Local businesses often hire people with more specialized product or service expertise. Local business owners and employees live in our local neighborhoods and create a more personal shopping experience. 7 LOCAL BUSINESS OWNERS INVEST IN COMMUNITY Local businesses are owned by people who live in this community, are less likely to leave, and are more invested in the city’s future. 8 PUBLIC BENEFITS FAR OUTWEIGH PUBLIC COSTS Local businesses require comparatively little infrastructure and utilize public services more efficiently than chain stores. 9 COMPETITION AND DIVERSITY LEAD TO MORE AND BETTER CHOICES A marketplace consisting of a number of small businesses is the best way to ensure innovation and low prices over the long-term. 10 LOCALIZED ECONOMIES ATTRACT ENTREPRENEURISM AND A SKILLED WORKFORCE Economic research shows that in an increasingly homogenized world, entrepreneurs and skilled workers are more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.

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EPING

YOU

Largest selection of Organic Food and Supplements in Santa Cruz County LOCALLY OWNED FOR OVER 50 YEARS

TWO LOCATIONS TO SERVE YOU SANTA CRUZ

1266 Soquel Avenue • 831-423-8632 OPENING EARLY 2021:

WATSONVILLE

906 East Lake Avenue • 831-726-0240

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PARTNER WITH US AS A COMMUNITY MEMBER We encourage you to think FIRST about supporting local businesses when going shopping, looking for services, dining out, selecting your bank or investment provider and everywhere you choose to spend your hardearned dollars. If you love local businesses, let them know and encourage others to support them as well! Next time you go to a business with a TLF logo in the window, tell them you appreciate what they do for the community.

AS A LOCALLY OWNED BUSINESS IN SANTA CRUZ COUNTY Become a member of Think Local First. It’s easy! Just go to our website thinklocalsantacruz.org and click “Join Us”. Please spread the word and encourage other locally owned businesses to join. “Strength in numbers” applies especially to this campaign; the stronger we are, the stronger our message and the greater the results will be. Display the TLF decal in your business window; use the TLF logo on your website and in your own advertising. If you need a window decal or a banner, let us know: info@ thinklocalsantacruz.org.

GO THE EXTRA MILE We invite you to get involved. We’re a fun group of movers and shakers who have made a lot happen since the official launch of Think Local First in 2007. Let us know if you would like to join the board of directors or become a volunteer. We have an active community online, too. JUMP INTO THE CONVERSATION ON OUR FACEBOOK PAGE: FACEBOOK.COM/THINKLOCALSANTACRUZ/

Join us! thinklocalsantacruz.org

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TLF WEBSITE THINKLOCALSANTACRUZ.ORG SANTA CRUZ COUNTY’S PREMIER ONLINE DIRECTORY FOR LOCALLY-OWNED INDEPENDENT BUSINESSES & COMMUNITY ORGANIZATIONS Think Local First’s online directory includes:

• • • • • • • • • •

Detailed Profile Listings for Think Local First Members Free basic listing for all qualifying local businesses Photo and Video Galleries Events Coupon Specials from TLF Members Property Listings Job Listings Articles Classifieds Products

The Think Local First’s “Local Business Directory” is similar to the classic Yellow Pages, but is also mobile friendly, so you can easily find what you are looking for on your phone or tablet. Search for a business! Browse by category! Get mapped directions! TLF has recently introduced free & low-cost basic online registrations for all Santa Cruz County independent and locally-owned businesses and nonprofits. Register your business today! And for a small registration fee of only $25, include your business logo, website address and link. Think Local First Membership includes many additional benefits, including being listed in this print directory – Santa Cruz County Guide To Where The Locals Go!

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WHERE DOES THE MONEY GO?

Independent businesses bring substantial benefits to local economies compared to their chain competitors. While chain stores and chain restaurants extract locally-generated revenue from the community with each bank transaction, independents create a virtuous cycle of local spending, producing more jobs for residents, increased tax revenue for local governments, more investment in both commercial and residential districts, and enhanced support for local nonprofits. In short, these businesses create better communities. THINKLOCALSANTACRUZ.ORG

ARTS, EDUCATION & ENTERTAINMENT

MUSEUMS AND GALLERIES AGRICULTURAL HISTORY PROJECT Nonprofit Member WATSONVILLE 2601 E. Lake Ave. 831-724-5898 AgHistoryProject.org PAJARO VALLEY ARTS Nonprofit Member WATSONVILLE 37 Sudden St. 831-722-3062 PVArts.org SANTA CRUZ CHILDREN’S MUSEUM OF DISCOVERY Nonprofit Member CAPITOLA 1855 41st. Ave. Ste C-10 831-316-5200 sccmod.org SANTA CRUZ MOUNTAIN ART CTR. Nonprofit Member SAN LORENZO VALLEY 9341 Mill St. 831-336-3513 MountainArtCenter.org

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Santa Cruz

Capitola

1407 Paciﬁc Avenue 427-1550

1501-K 41st Avenue 464-2700

stores.gopalace.com

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ARTS, EDUCATION & ENTERTAINMENT

SANTA CRUZ MUSEUM OF NATURAL HISTORY Nonprofit Member SANTA CRUZ 1305 E. Cliff Dr. 831-420-6115 SantaCruzMuseum.org SEYMOUR MARINE DISCOVERY CENTER Nonprofit Member SANTA CRUZ 100 McAllister Way 831-459-3800 SeymourCenter.ucsc.edu MUSIC & THEATER CINELUX THEATRES Silver Member CAPITOLA 1475 41st. Ave. 831-479-3504 CineLuxTheatres.com TOURISM & ATTRACTIONS COMMUNITY CULTURAL TOURS Nonprofit Member SAN LORENZO VALLEY 831-332-1935 CommunityCulturalTours.com FRIENDS OF SANTA CRUZ STATE PARKS Nonprofit Member SANTA CRUZ 144 School St. 831-429-1840 201 State Park Dr. APTOS / LA SELVA 831-685-6444 2531 West Cliff Dr. SANTA CRUZ 831-423-4609 1401 Coast Rd. SANTA CRUZ 831-423-9703 ThatsMyPark.org KAYAK CONNECTION Bronze Member SANTA CRUZ 413 Lake Ave. 831-479-1121 KayakConnection.com OPEN FARM TOURS Nonprofit Member CORRALITOS / FREEDOM 831-332-1935 OpenFarmTours.com SANTA CRUZ BEACH BOARDWALK Gold Charter Member SANTA CRUZ 400 Beach St. 831-423-5590 BeachBoardwalk.com

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WHISKEY HILL FARMS Silver Member WATSONVILLE 371 Calabasas Rd. 831-722-4455 WhiskeyHillFarms.com TRAINING & CLASSES CALIFORNIA OCEAN ADVENTURES Bronze Member SANTA CRUZ 367 Coral St. 831-713-5975 CaOceanAdventures.com NOURISHING GENERATIONS EDUCATIONAL PROJECT Nonprofit Member SANTA CRUZ 831-419-0759 NourishingGenerations.org SANTA CRUZ ART LEAGUE Nonprofit Member SANTA CRUZ 526 Broadway 831-426-5787 scal.org SANTA CRUZ FINANCIAL ACADEMY Gold Member SANTA CRUZ 135 Mill Rd. 831-331-1977 LiveFinanciallyFreeToday.com

ARTS, EDUCATION & ENTERTAINMENT

SANTA CRUZ SEASIDE COMPANY Gold Charter Member SANTA CRUZ 400 Beach St. 831-423-5590 BeachBoardwalk.com

SCORE CENTRAL COAST BUSINESS MENTORS Nonrofit Member CAPITOLA 826 Bay Ave. #543 831-621-3735 CentralCoast.Score.org THE BAY SCHOOL Nonprofit Member LIVE OAK 1026 Capitola Rd. 831-462-9620 TheBaySchool.org

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DINING, SPIRITS & HOSPITALITY

BAKERIES BECKMANN’S BAKERY Gold Charter Member SANTA CRUZ 1053 17th Ave 831-423-9242 BeckmansBakery.com DUNLAP’S DONUTS Bronze Member LIVE OAK 3791 Portola Dr 831-475-6447 PACIFIC COOKIE COMPANY Bronze Member SANTA CRUZ 1203 Pacific Ave. 831-429-9709 PacificCookie.com BREWERIES NEW BOHEMIA BREWING COMPANY Gold Member CAPITOLA 1030 41st Ave. 831-588-0986 NuboBrew.com

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Cannabis for you.

Voted Best Dispensary in Santa Cruz Good Times • Santa Cruz Waves Santa Cruz Sentinel

533 Ocean St. • Santa Cruz

8am-10pm Daily

3600 Soquel Ave. • Santa Cruz 8am-10pm Daily

kindpeoples.com C10-0000172-LIC • C10-0000234-LIC

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DINING, SPIRITS & HOSPITALITY

CATERING D’LA COLMENA MARKET & CATERING Gold Member WATSONVILLE 129 W. Lake Ave. 831-724-4544 DlaColmenaCatering.com COFFEE COFFEE NINE Bronze Member SAN LORENZO VALLEY 9505 Hwy 9 831-336-4521 CoffeeNine.com MR. TOOTS COFFEEHOUSE Bronze Member CAPITOLA 221 Esplanade 831-475-3679 TootsCoffee.com ICE CREAM & YOGURT BEACH BREAK BY MARIANNE’S Gold Member CAPITOLA 104 Stockton Ave. 831-479-8888 BeachBreakCapitola.com MARIANNE’S ICE CREAM Gold Member SANTA CRUZ 1020 Ocean St. 831-458-1447 218 State Park Dr. APTOS / LA SELVA 831-713-4746 MariannesIceCream.com MISSION HILL CREAMERY Bronze Member SANTA CRUZ 1101 B Pacific Ave. 831-508-0774 MissionHillCreamery.com PREPARED FOODS FOODSMITH Bronze Member SOQUEL 1840 41st. Ave. Ste 102-300 831-480-2345 MyFoodsmith.com

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BACK NINE GRILL & BAR Bronze Member SANTA CRUZ 555 CA-17 831-226-2350 BackNineGrill.com

DINING, SPIRITS & HOSPITALITY

RESTAURANTS

BRUNO’S BAR & GRILL Bronze Member SCOTTS VALLEY 230 Mt. Hermon Rd. 831-438-2227 BrunosBarAndGrill.com BURGER. Silver Member SANTA CRUZ 1520 Mission St. 831-425-5300 7941 Soquel Dr. APTOS / LA SELVA 831.662.2811 burgerLovesBeer.com CHARLIE HONG KONG Bronze Member SANTA CRUZ 1141 Soquel Ave. 831-426-5664 CharlieHongKong.com THINKLOCALSANTACRUZ.ORG

DINING, SPIRITS & HOSPITALITY

ERIK’S DELICAFE Gold Charter Member SANTA CRUZ 1664 Soquel Dr. 831-462-1919 102 Rio Del Mar Blvd. APTOS / LA SELVA 831-688-5656 1475 41st Ave. CAPITOLA 831-475-4646 222 Mount Hermon Rd. SCOTTS VALLEY 831-438-4646 1074 S Green Valley Rd. WATSONVILLE 831-724-7575 EriksDelicafe.com HAPPY DOG HOTDOGS Gold Member SANTA CRUZ 324 River St. 831-332-2057 HappyDogHotdog.com HEAVENLY ROADSIDE CAFE Bronze Member SCOTTS VALLEY 1210 Mt. Hermon Rd. 831-335-1210 HeavenlyRoadsideCafe.com NICK THE GREEK Silver Member SANTA CRUZ 1133 Pacific Ave. 831-431-6313 NickTheGreeksj.com

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I want to Action

so that I can Destination

Wherever you're going,

C10-0000237-LIC | C10-0000238-LIC

we'll help you get there.

SantaCruzNaturals.org

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DINING, SPIRITS & HOSPITALITY

PACIFIC THAI SANTA CRUZ Bronze Member SANTA CRUZ 1319 Pacific Ave. 831-420-1700 PacificThaiSantaCruz.net SATURN CAFE Silver Member SANTA CRUZ 145 Laurel St. 831-429-8504 SaturnCafe.com THE TURKEY BOAT Silver Member WATSONVILLE 7 San Juan Rd. 831-536-5351 The-Turkey-Boat-LetsEat.at TRAMONTI PIZZA & CUCINA Bronze Member SANTA CRUZ 528 Seabright Ave. 831-426-7248 TramontiSantaCruz.com WALNUT AVENUE CAFE Bronze Member SANTA CRUZ 106 Walnut Ave. 831-457-2804 WalnutAvenueCafe.com ZACHARY’S RESTAURANT Bronze Member SANTA CRUZ 819 Pacific Ave. 831-427-0646 ZacharysSantaCruz.com WINERIES EQUINOX METHODE CHAMPENOISE Gold Member SANTA CRUZ 334 Ingalls St. 831-471-8608 EquinoxWine.com MJA VINEYARDS Bronze Member SANTA CRUZ 328 A Ingalls St. 831-421-9380 MJAVineyards.com SANTE ARCANGELI FAMILY WINES Silver Member CORRALITOS / FREEDOM 23 Blake Ave. 831-406-1262 SanteWinery.com

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WHO DO YOU TRUST:

Trust by Americans 70% 60% 50% 40% 68%

30% 20% 10%

18%

0% Big Business

Small Business

Source: Gallup, Americans Trust Small-Business Owners Most on Job Creation, Nov. 3, 2011

Trust to Create Jobs 80% 70% 60% 50% 40% 30% 20%

74%

79%

Local business leaders

Small-business owners

45%

10% 0% Major corporation execs

Source: Gallup, Confidence in Institutions, June 5, 2016

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HEALTH & WELLNESS ACUPUNCTURE FIVE BRANCHES UNIVERSITY Silver Member SANTA CRUZ 200 7th Ave. 831-476-9424 FiveBranches.edu CHIROPRACTIC DR. ELIZABETH QUINN M.S. D.C. Bronze Member SANTA CRUZ 200 7th. Ave. Ste 170 831-476-2168 DrElizabethQuinn.com DAY SPA PLEASURE POINT HAIR SALON & SPA Bronze Member CAPITOLA 1007 41st Ave. 831-515-7855 SAGE FLOAT SPA Bronze Member CAPITOLA 1395 41st. Ave. 831-854-2700 SageFloatSpa.com

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Let us help you launch your business FREE ADVISORY SERVICES

• Business Planning & Pivoting

• Obtaining Financing & Resources • Setting Up HR & Accounting ...And more!

831.479.6136 | santacruzsbdc.org Where Businesses Start, Grow, and Prosper Paid for under the current grant with the U.S. Small Business Development Administration, Humboldt State University Sponsored Programs Foundation, the Santa Cruz City and County Economic Development, Workforce Development Board of Santa Cruz County and the County Board of Supervisors. SBDC’s are supported by the U.S. Small Business Administration and extended to the public on a non-discriminatory basis. SBA can not endorse any products, opinions, or services of the SBDC’s affiliated entities. The Santa Cruz SBDC is an equal opportunity employer and reasonable accommodations will be made, upon request, for individuals with disabilities.

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HEALTH & WELLNESS SURECUTS Bronze Member SANTA CRUZ 1628 Seabright Ave. 831-458-2887 Surecuts.com WELL WITHIN SPA Bronze Charter Member SANTA CRUZ 417 Cedar St. 831-458-9355 WellWithinSpa.com FITNESS GOAT SANTA CRUZ Bronze Member LIVE OAK 1055 17th Ave. – Rear Lot 831-216-5659 GoatSantaCruz.com HEMA YOGA Bronze Member SANTA CRUZ 408- 475-4362 HemaYoga.com

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SANTA CRUZ CORE FITNESS & REHAB Bronze Member SANTA CRUZ 317 Portero 831-425-9500 SantaCruzCore.com HEALTH AND WELLNESS RETAIL CRUZ INTO WELLNESS Bronze Member CAPITOLA 1855 41st Ave. D01B 831-999-3100 CruzIntoWellness.com THRESHOLD ENTERPRISES, LTD. Gold Member SCOTTS VALLEY 23 Janis Way 831-438-6851 ThresholdEnterprises.com

HEALTH & WELLNESS

OUTRIGGER SANTA CRUZ Nonprofit Member SANTA CRUZ Lake Ave. OutriggerSantaCruz.org

MEDICAL RADIOLOGY MEDICAL GROUP OF SANTA CRUZ COUNTY, INC. Silver Member SANTA CRUZ 1661 Soquel Dr. Bldg. G 831-476-7711 rmgscc.com OPTICAL EYEQ OPTOMETRY Bronze Member SANTA CRUZ 1101 Pacific Ave. Ste E 831-466-3937 EyeQSantaCruz.com NORTH COAST VISION OPTOMETRY Bronze Member SANTA CRUZ 804 41st Ave. 831-462-5945 NorthCoastVision.com PLAZA LANE OPTOMETRY Bronze Charter Member SANTA CRUZ 1537 Pacific Ave. #100 831-429-2020 PlazaLaneOptometry.com

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COMMUNITY COMMUNITY & SOCIAL SERVICES CAPITOLA-SOQUEL CHAMBER OF COMMERCE Nonprofit Member CAPITOLA 716 Capitola Ave. 831-475-6522 CapitolaChamber.com CASA OF SANTA CRUZ Nonprofit Member WATSONVILLE 813 Freedom Blvd. 831-761-2956 CasaOfSantaCruz.org CITY OF SANTA CRUZ ECONOMIC DEVELOPMENT Gold Member SANTA CRUZ 337 Locust St. 831-420-5150 ChooseSantaCruz.com COMMUNITY BRIDGES Nonprofit Member WATSONVILLE 519 Main St. 831-688-8840 CommunityBridges.org CONFLICT RESOLUTION CENTER OF SANTA CRUZ Nonprofit Member SANTA CRUZ 614 Ocean St. 831-475-6117 crcsantacruz.org

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COMMUNITY COUNTY OF SANTA CRUZ Nonprofit Member SANTA CRUZ 701 Ocean St. 831-454-2728 co.santa-cruz.ca.us HOMELESS GARDEN PROJECT FARM Nonprofit Member SANTA CRUZ Shaffer Rd. at Delaware Ave. 831-426-3609 HomelessGardenProject.org MONTEREY BAY ECONOMIC PARTNERSHIP / MONTEREY BAY INTERNSHIPS Nonprofit Member MARINA 3180 Imjin Rd. Ste 104B 831-915-2806 MBInterns.org PAJARO VALLEY CHAMBER OF COMMERCE & AGRICULTURE Nonprofit Member WATSONVILLE 44 Brennan St. 831-724-3900 PajaroValleyChamber.com

THINKLOCALSANTACRUZ.ORG

PLEASURE POINT BUSINESS ASSOCIATION Nonprofit Member CAPITOLA 1840 41st. Ave. #10 831-479-4331 PleasurePointGuide.com SAN LORENZO VALLEY CHAMBER OF COMMERCE Nonprofit Member SAN LORENZO VALLEY 6265 CA-9 831-335-6500 SLVChamber.org

COMMUNITY

PAJARO VALLEY SHELTER SERVICES Nonprofit Member WATSONVILLE 115 Brennan St. 831-728-5649 PVShelter.org

SANTA CRUZ COUNTY BUSINESS COUNCIL Nonprofit Member SANTA CRUZ 877 Cedar St. 831-515-2118 SCCBusinessCouncil.com SANTA CRUZ MUSTANG CLUB Nonprofit Member SANTA CRUZ 408-406-4137 SantaCruzMustangClub.com SCOTTS VALLEY CHAMBER OF COMMERCE Nonprofit Member SCOTTS VALLEY 216-B Mt. Hermon Rd. 831-438-1010 ScottsValleyChamber.com VICALITY Silver Member APTOS / LA SELVA 831-684-7540 Vicality.com WALNUT AVENUE FAMILY AND WOMEN’S CENTER Nonprofit Member SANTA CRUZ 303 Walnut Ave. 831-426-3062 WAFWC.org WOMENCARE Nonprofit Member SOQUEL 2901 Park Ave. Ste A 831-457-2273 fsa-cc.org/womencare/

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COMMUNITY YOUR FUTURE IS OUR BUSINESS Nonprofit Member SANTA CRUZ 399 Encinal St. YFIOB.org MEDIA OUTLETS ARNOLD PUBLISHING CO. Bronze Member CAPITOLA LocalFocusGuide.com COMIC NEWS Silver Member SANTA CRUZ 831-426-0113 TheComicNews.com CONNECTION MAGAZINE Gold Member SANTA CRUZ 7960 Soquel Dr. 831-459-0522 ConnectionMagazineOnline.com GOOD TIMES Gold Charter Member SANTA CRUZ 107 Dakota Ave. 831-458-1100 GoodTimes.sc

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Regu maintained can C monthly COSTS UP when com poorly ma syste

Most major repairs are due to lack of regular maintenance.

INQUIRE ABOUT CREATING A AND UV PROTECTION FOR YO

* $50 OFF

TUNE-UPS WITHMAIL IN REBATE.

*Service to be paid in full at the time of the service. Mail in rebate is to be submitted by the customer. Customer will receive the $50 refund check in approximately 4-6 weeks. Rebate can only be used for residential homes. Limit 1 per customer, per household.

142 Benito Avenue Santa Cruz,CA 95062

831•423•432

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ularly d systems CUT y energy P TO 25% mpared to aintained ems.

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AIR FILTRATION OUR HOME.

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APPAREL COGNITO CLOTHING Bronze Member SANTA CRUZ 821 Pacific Ave. 831-426-5414 CognitoClothing.com FYBR BAMBOO Bronze Member SANTA CRUZ 1528 Pacific Ave. 831-423-3927 ShopFybr.com LOVELIVININSANTACRUZ Bronze Member SANTA CRUZ 831-818-1662 LoveLivininSantaCruz.com SOCKSHOP & SHOE COMPANY Gold Charter Member SANTA CRUZ 1515 Pacific Ave. 831-429-6101 17 Municipal Wharf Ste E SANTA CRUZ 831-600-7370 SockShopAndShoeCo.com 154 Aptos Village Way APTOS / LA SELVA 831-612-6495 SockShopAndShoeCo.com/aptos/ THINKLOCALSANTACRUZ.ORG

SHOPPING & RETAIL THE PRINT GALLERY Silver Member SANTA CRUZ 250 Potrero St. Ste A 831-425-1828 ThePrintGallery.net ART SUPPLIES LENZ ARTS, INC. Bronze Member SANTA CRUZ 142 River St. 831-423-1935 LenzArts.com PALACE ART & OFFICE SUPPLY Gold Charter Member CAPITOLA 1501-K 41st. Ave. 831-464-2700 1407 Pacific Ave. SANTA CRUZ 831-427-1550 GoPalace.com AUTO ABSOLUTE AUTO GLASS, INC. Bronze Member SANTA CRUZ 1709 Soquel Ave. 831-469-3000 AbsoluteAutoGlass.net

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THINK LOCAL – LOCAL AGENT – LOCAL COMPANY

KIMBERLY PARRISH REALTOR® DRE 02017737

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SHOPPING & RETAIL PHIL’S AUTO BODY Bronze Member SANTA CRUZ 2750 Soquel Ave. Ste F 831-462-1593 PhilsAutoBodySC.com WATER STAR MOTORS Silver Member SANTA CRUZ 318 River St. Ste A 831-475-0996 WaterStarMotors.com BICYCLES SPOKESMAN BICYCLES Bronze Member SANTA CRUZ 231 Cathcart. St. 831-429-6062 SpokesmanBicycles.com BOOKS BOOKSHOP SANTA CRUZ Gold Charter Member SANTA CRUZ 1520 Pacific Ave. 831-423-0900 BookshopSantaCruz.com

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GOPHERS LIMITED Bronze Member SANTA CRUZ 303 Potrero St. Ste 39 831-335-2400 GophersLimited.com NATURAL SELECTION FURNITURE Bronze Member SANTA CRUZ 607 Soquel Ave. 831-423-4711 NaturalSelectionFurniture.com THE GARDEN COMPANY NURSERY & GIFT SHOP Bronze Member SANTA CRUZ 2218 Mission St. 831-429-8424 TheGardenCo.com

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Insurance With a Santa Cruz Focus for Over a Century

(831) 423-4304 anbins.com

• Business • Home • Auto • Group Health • Employee Benefits Business & Personal Protection • Life Insurance

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WCPI is a local staple in Santa Cruz County Celebrating 45 years in 2019! www.coastpro.com • 1-800-966-8547 THINKLOCALSANTACRUZ.ORG

SHOPPING & RETAIL THE CRAFT GALLERY Silver Member CAPITOLA 209 Capitola Ave. 831-475-4466 CraftGallery.net WILD BEAUTY COSMETICS Bronze Member SANTA CRUZ 130 McCornick St. #7 831-247-6215 WildBeautyCosmetics.com WOODWORM PARTY STORE Bronze Member CAPITOLA 827 Bay Ave. 831-462-0455 WoodwormPartyStore.com SPORTING GOODS VENTANA SURFBOARDS AND SUPPLIES Bronze Member SANTA CRUZ 210 Almar Ave. 831-915-4326 VentanaSurfBoards.com

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ACCOUNTING AND BOOKKEEPING

NILSON AND ASSOCIATES Silver Member SCOTTS VALLEY 3 Victor Square Ste 3-A 831-531-2524 NilsonandAssociates.com

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LESTER PEDRAZZINI CPA Bronze Member CAPITOLA 720D Capitola Ave. 831-476-0306

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Safe at Home Senior Care Remain Safe in the Comfort of Your Own Home

Locally Owned & Operated Since 2006

Our Services Include:

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820 Bay Avenue • Suite 101, Capitola, CA 95010 SafeAtHomeSeniorCare.com

community printers comprinters.com FOR ALL YOUR PRINTING NEEDS

Brochures, Custom Packaging, Books Newsletters, Envelopes, Posters, Games Trade Show Booths, Covid 19 Signage and Dividers Die Cutting, Project Assembly and More Since 1977

1827 Soquel Avenue • Santa Cruz 831 • 426 • 4682 THINKLOCALSANTACRUZ.ORG

SERVICES CRUZIO INTERNET Gold Member SANTA CRUZ 877 Cedar St. Ste 150 831-459-6301 Cruzio.com CYBER ASCEND TECHNOLOGIES Gold Member SCOTTS VALLEY 4615 Scotts Valley Dr. Ste A 831-621-2440 CyasTech.com DIGITAL MEDIA SANTA CRUZ Bronze Member SANTA CRUZ 831-345-2084 DigitalMediaSantaCruz.com EQUITY BY DESIGN Gold Member NORTH COAST 415-246-3479 EquityByDesign.com GATHER Bronze Member SANTA CRUZ 181 Walnut Ave. 831-291-3839 GatherInSantaCruz.com NETWORK MANAGEMENT SOLUTIONS, INC. Gold Member SANTA CRUZ 1574-F Soquel Dr. 831-464-2440 netms.me

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SANTA CRUZ STAFFING Silver Member APTOS / LA SELVA 9055 Soquel Dr. Ste G 831-423-8888 SantaCruzStaffing.com

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SAIL COMMUNITY CAPITAL Silver Member SANTA CRUZ 802-999-3406 SailCommunityCapital.com

COMPUTERS BECKETT PC SOLUTIONS Bronze Member APTOS / LA SELVA 323 Los Altos Dr. 831-688-8669 BeckettPCSolutions.com CRUZIO INTERNET Gold Member SANTA CRUZ 877 Cedar St. Ste 150 831-459-6301 Cruzio.com CYBER ASCEND TECHNOLOGIES Gold Member SCOTTS VALLEY 4615 Scotts Valley Dr. Ste A 831-621-2440 CyasTech.com NETWORK MANAGEMENT SOLUTIONS, INC. Gold Member SANTA CRUZ 1574-F Soquel Dr. 831-464-2440 netms.me SANTA CRUZ TECH EXCHANGE Gold Member SANTA CRUZ 1715 Mission St. 831-239-5917 SantaCruzTechExchange.com CONSULTING EQUITY BY DESIGN Gold Member NORTH COAST 415-246-3479 EquityByDesign.com IFLAND SURVEY Bronze Member SANTA CRUZ 5300 Soquel Ave. Ste 101 831-426-7941 IflandSurvey.com THINKLOCALSANTACRUZ.ORG

SERVICES PAGODA TECHNOLOGIES, INC. Bronze Member SANTA CRUZ 101 Cooper St. 831-419-8000 Pagoda-Tech.com CONTRACTORS, CONSTRUCTION & DESIGN 831 KITCHENS BATHS DESIGN & ACCESSORIES Silver Member SCOTTS VALLEY 4301 Scotts Valley Dr. 831-621-7997 831KitchensAndBaths.com ACCURATE FINANCE GROUP Silver Member SCOTTS VALLEY 125 Bethany Dr. Ste 11 831-515-8383 AccurateFinanceGroup.com ALLTERRA SOLAR Silver Member SANTA CRUZ 207 McPherson St. Ste B 831-425-2608 AllterraSolar.com ANBE ROOFING, INC. Bronze Member SANTA CRUZ 1009 E Capitol Expy #115 408-380-4451 AnbeRoofing.com BAY CUSTOM CABINETS Bronze Member WATSONVILLE 379 Calabasas Rd. 831-724-9473 BayCustomCabinets.com

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Handcrafted Sparkling Wines in the Heart of Santa Cruz

At Equinox, we strive to make high quality méthode champenoise wines from locally sourced grapes, and provide a welcoming and memorable tasting experience for our guests. Open for Tasting & Curbside Pickup Thursday-Monday 12-5 • Closed Tuesday & Wednesday 334-C Ingalls Street Santa Cruz • equinoxwine.com • 831.471.8608

Aging is Inevitable. Pain Doesn’t Have to Be.

Dr. Charles M. Goodwin, D.C., L.Ac

Chiropractic • Acupuncture Herbal Medicine • Sports Injury and Taping

Dakota Health Center

111 Dakota Avenue, Suite 2, Santa Cruz CA 95060 p: 831.429.1188 • f: 831.429-1396 • e: dakotadc@cruzio.com

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SERVICES BOGARD CONSTRUCTION Silver Member SANTA CRUZ 350 Coral St. 831-426-8191 BogardConstruction.com BOGNER SHEET METAL Bronze Member SANTA CRUZ 142 Benito Ave. 831-423-4322 BognerSheetMetal.com BUILT RITE CONSTRUCTION Bronze Member CORRALITOS / FREEDOM 831-254-1988 BuiltRite.biz CENTRAL COAST LANDSCAPE & MAINTENANCE, INC. Gold Member SOQUEL 3145 Porter St. 831-462-3726 CentralCoastLandscape.com COSTA BELLA BUILDERS Gold Member APTOS / LA SELVA 8032 Soquel Dr. Ste C 831-818-9847 CostaBellaBuilders.com

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DAY ONE SOLAR INC. Bronze Member SANTA CRUZ 387 Coral St. 831-687-8097 Day1Solar.com

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F. JOHN LABARBA CONSTRUCTION Bronze Member SANTA CRUZ 741 Redwood Dr 831-818-2210 FJohnLaBarba.com HARDY QUALITY AIR, INC. Bronze Member WATSONVILLE 400 Airport Blvd 831-722-3242 HardyQualityAir.com IFLAND SURVEY Bronze Member SANTA CRUZ 5300 Soquel Ave. Ste 101 831-426-7941 IflandSurvey.com JEFF HUGHES CONSTRUCTION Gold Member APTOS / LA SELVA 802 Estates Dr. #104A 831-661-5125 JeffHughesConstruction.com K&D LANDSCAPING, INC. Gold Member WATSONVILLE 62 Hanger Way 831-728-4018 KnDLandscaping.com LIGHTHOUSE WINDOWS & DOORS Bronze Member SANTA CRUZ 317 Potrero St. 831-426-2601 Lighthouse-Windows.com MAN WITH TOOLS Bronze Member SANTA CRUZ 831-427-9878 ManWTools.com

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MORIARTY’S ROOFING, INC. Bronze Member SANTA CRUZ 290 Pioneer St. 831-466-9948 MoriartysRoofing.com PREMO ROOFING Bronze Member SANTA CRUZ 235 Reindollar Ave. 831-737-7075 PremoRoofing.com SANTA CRUZ CONSTRUCTION GUILD Gold Member SANTA CRUZ 831-461-1836 SantaCruzConstructionGuild.us SANTA CRUZ ROOFING Bronze Member SANTA CRUZ 1720 Commercial Way 831-425-3830 SantaCruz-Roofing.com SOLAR TECHNOLOGIES Bronze Member SANTA CRUZ 705 N Branciforte Ave. 831-421-0440 SolarTechnologies.com URBANA DESIGN STUDIO Silver Member SANTA CRUZ 1001 Center St. Ste 11 831-477-9474 UrbanaDesign.studio WALLIS WOOD WORKS Bronze Member SANTA CRUZ 2608 Mission St. 831-460-9183 WallisWoodWorks.com GRAPHIC DESIGN & ILLUSTRATION PARRISH CREATIVE Gold Charter Member SOQUEL 997 Hidden Valley Rd. 831-421-1177 ParrishCreative.com PPD MULTIMEDIA, INC. Bronze Member LIVE OAK 3700 Portola Dr. 831-479-9098 PPDMultimedia.com

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READ GOOD TIMES EVERY WEEK OR ONLINE AT GOODTIMES.SC

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SERVICES INSURANCE ALLANSON INSURANCE AGENCY Bronze Member APTOS / LA SELVA 9500 Soquel Dr. 831-685-0101 AllansonInsurance.com ANB INSURANCE SERVICES Gold Member SANTA CRUZ 931 Mission St. 831-423-4304 ANBIns.com CECY INSURANCE SERVICES Silver Member APTOS / LA SELVA 783 Rio Del Mar Blvd. Ste 67 831-477-1730 CecyInsurance.com DCD FINANCIAL & INSURANCE SERVICES Bronze Member SANTA CRUZ 1123 Soquel Ave. 831-423-8542 dcdis.com PAUL NELSON INSURANCE SERVICES Bronze Member SANTA CRUZ 730 Mission St. Ste 201 831-426-9900 bayareainsured.com

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INTERIOR DESIGN

MCCARTY’S WINDOW FASHIONS Bronze Member SANTA CRUZ 1224 Soquel Ave. 831-475-4321 McCartysWindowFashions.com

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BRUNETTI’S INTERIORS Bronze Member SCOTTS VALLEY 5610 Scotts Valley Dr., Suite #253 831-438-1910 BrunettisInteriors.com

LANDSCAPING CENTRAL COAST LANDSCAPE & MAINTENANCE, INC. Gold Member SOQUEL 3145 Porter St. 831-462-3726 CentralCoastLandscape.com K&D LANDSCAPING, INC. Gold Member WATSONVILLE 62 Hanger Way 831-728-4018 KnDLandscaping.com TERRA NOVA ECOLOGICAL LANDSCAPING Gold Member SANTA CRUZ 831-425-3514 TerraNovaLandscaping.com MARKETING EVENT SANTA CRUZ Silver Member SANTA CRUZ 101 Cooper St. 831-332-8677 EventSantaCruz.com KAREN KEFAUVER SOCIAL MEDIA MARKETING Gold Member SANTA CRUZ 831-588-3232 KarenKefauver.com MILLER MAXFIELD, INC. Bronze Member SANTA CRUZ 133 Mission St. Ste 101 831-227-6469 MillerMaxfield.com

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6240 Hwy 9 6240 FeltonHwy 9 Felton 335-7322 335-7322

13159 Hwy 9 13159 Hwy 9 Boulder Creek Boulder Creek 338-7211 338-7211

•100% Organic Produce •100% Organic Produce •All natural and organic groceries •All natural groceries •Great Localand wineorganic and beer selection •Great to Local wine and beer selection •Made order sandwiches and Deli •Made to order •Salad Bar and sandwiches Soup Bar and Deli •Salad BarBar andand Soup BarBar (Felton only) •Hot Food Juice •Hot Food Bar and Juice Bar (Felton only)

Your Your

Locally owned Locally since owned 1991 since 1991

Certified Organic Certified Since Organic 2000 Since 2000

A Santa Cruz Tradition for Breakfast and Lunch Since 1993

831-457-2804

Located in the heart of Downtown Santa Cruz at

106 Walnut Ave, Santa Cruz, CA

WE MOVED TO APTOS!

Next to Safeway - Rancho Del Mar Shopping Center (off State Park) wonderlandsantacruz.com 831.316.7261 THINKLOCALSANTACRUZ.ORG

SERVICES

MPRESS DIGITAL PRINTING Bronze Member SANTA CRUZ 252 Potrero St. 831-420-1999 MpressDigital.com ROSS GRAPHICS Bronze Member APTOS / LA SELVA 714 Soquel Ave. Unit B 831-469-7677 RossImaging.com REAL ESTATE KARMA MORTGAGE SOLUTIONS Bronze Member CAPITOLA 830 Bay Ave. Ste D 831-462-2496 KarmaMortgageSolutions.com KIMBERLY PARRISH REALTOR DAVID LYNG REAL ESTATE PLEASURE POINT Gold Charter Member SANTA CRUZ 1041 41st. St. 831-421-1177 ParrishSellsSantaCruz.com LIGHTHOUSE REALTY & PROPERTY MANAGEMENT Bronze Member SANTA CRUZ 402 Ingalls St. Ste 5A 831-425-7355 LighthouseRealty.net OAKTREE PROPERTY COMPANY, INC. Gold Member WATSONVILLE 936 E Lake Ave. 831-722-9922 EastLakeVillageShopping.com PAUL COUTTS REALTOR Bronze Member SANTA CRUZ 824-B Mission St. 831-332-2940 PaulCouttsRealtor.com PETER CULLEN BROKER ASSOCIATE AT BAILEY PROPERTIES Bronze Member APTOS / LA SELVA 9119 Soquel Dr. 831-818-1662 PeteCullen.com

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SAFETY & SECURITY AA SAFE & SECURITY CO. Bronze Member SANTA CRUZ 712 Soquel Ave. 831-423-5415 AASafe.com

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VANGUARD REALTORS Bronze Member SANTA CRUZ 1142 Soquel Ave. 831-462-3110 VanguardRealtors.com

HCL LABELS, INC. Silver Member SCOTTS VALLEY 1800 Green Hills Rd. Ste 104 800-421-6710 HCLCo.com SANTA CRUZ SECURITY SYSTEMS Silver Member LIVE OAK 343 Soquel Ave. Ste 318 831-425-7718 SantaCruzSecurity.net SANTA CRUZ VIDEO SECURITY, LLC Silver Member SANTA CRUZ 303 Potrero St. #29-304 831-428-3438 SantaCruzVideoSecurity.com SENIOR SERVICES ALEXANDRIA VICTORIA Bronze Member SANTA CRUZ 226 Morrissey Blvd. 831-429-9137 AlexandriaVictoria.com CARE FROM THE HEART Silver Member SANTA CRUZ 3141 Paul Sweet Rd. 831-476-8316 CareFromTheHeart.net LIFESPAN CARE MANAGEMENT AGENCY Silver Member SANTA CRUZ 600 Frederick St. 831-469-4900 LifespanCare.com

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RUTH MARTIN HOME CARE Bronze Member WATSONVILLE 831-234-1484 RuthMartinHomeCare.com SAFE AT HOME SENIOR CARE Bronze Member CAPITOLA 820 Bay Ave. Ste 101 831-462-3500 SafeAtHomeSeniorCare.com TRANSPORTATION LEIBBRANDT TRANSPORT Bronze Member SANTA CRUZ 223 Surfside Ave. 831-457-9520 SantaCruzMovers.com THE SANTA CRUZ EXPERIENCE Bronze Member SCOTTS VALLEY 75 Mount Hermon Rd. A 831-421-9883 TheSantaCruzExperience.com VETERINARIAN SERVICES ARK ANIMAL HOSPITAL Bronze Member SANTA CRUZ 2616 Mission St. 831-426-3399 ArkAnimalHospitalsc.com WEBSITE SERVICES TEAM OF HORSES Bronze Member APTOS / LA SELVA 7010 Soquel Dr. #202 831-661-5884 tohwebmasters.com WHOLESALE SOCKSMITH DESIGN, INC. Bronze Member SANTA CRUZ 1037 17th Ave. 831-426-6416 Socksmith.com WATSONVILLE COAST PRODUCE, INC. Gold Member WATSONVILLE 275 Kearny St 831-722-3851 CoastPro.com

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Fast delivery to your home or Jobsite

The Largest Selection of Landscape Materials in Town! • Interlocking Pavers & Retaining Wall Systems • Flagstone & Slate • Real & Artificial Turf • Decorative Gravel & Utility Sands • High Quality Organic Soils & Compost Custom Mixes • Drainage & Erosion Control • Boulders • Garden Tools & Masonry Supplies • Pond Supplies & Pumps • Soil Amendments • Organic Fertilizers & Pest Control • Decorative Mulch & Wood Chips • Specialty growing products

Locally owned and operated since 1966 831.688.6211 • aptoslandscapesupply.com 5035 Freedom Blvd. Aptos Mon – Sat 7:30am to 4:30pm, closed Sundays

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ACKNOWLEDGMENTS 2020 A YEAR TO GIVE THANKS That probably sounds odd. Saying thank you during such a tumultuous year, but amidst all of the chaos and tragedy, we do have a lot of people and organizations that we want to acknowledge for their immeasurable contributions to our community. There are, of course, the first responders and other essential workers, including healthcare providers. They have been there, and continue to be there, on the front line of the pandemic. And then, they took on the additional burdens of civil unrest and the CZU Lightning Fire after that. They have shown us how much we depend on them to hold together the fabric of society. In the case of healthcare workers, they continue to fight the battle and are exhausted from the fight. We need to not only thank them, but also show them we have their backs and will do whatever we can to ease their burden. Besides their obvious and undying commitment to public service, there are other individuals and organizations that have stepped up in these times of need to help our neighbors through this turbulent period of our collective history. There are way too many to list, but what has been so hopeful is how much we’ve come together as a community. Businesses and individuals have volunteered, lent their expertise, time, and money to address the many challenges. We can all be thankful that through even the most difficult times, we have each other.

THINKLOCALSANTACRUZ.ORG

ACKNOWLEDGMENTS 2021 A WAY FORWARD Now, as we look forward to a new chapter and, hopefully, emerge from a year we could have never imagined, there is more work we need to do. We will still have those resources that we depend on such as first responders, healthcare and other essential workers, nonprofit organizations, and each other. But now, we must double our commitment to our local business community. They have been there for us through this last year whether it’s been through providing meals, innovation (PPE, testing, tracing, websites to help businesses survive), making investments to transform their establishments into safe places, or other sacrifice. It’s now time for us to be there for them. We’ve already lost so many local businesses, and, as we go to press, many others are on the brink of shutting down. We must reexamine our buying habits and look again at the facts about how money spent with small, locally owned businesses has a multiplying affect. Business owners can hire and pay local employees. They both, in turn, spend their dollars at other local businesses. And that process repeats itself, again and again. And it’s not just business to business. Our schools and other organizations depend on these shops, restaurants and service providers to support their own fund-raising efforts. Our cities and our county need tax dollars to provide the services critical to the quality of our daily lives. Our local nonprofits need our contributions to continue to do their good work. By keeping our dollars local, we can help our communities survive these hard times and, as we all want, thrive in the months and years ahead. It may sound a bit corny, but it truly is an economic circle of love. Now, more than ever, we need to think local first.

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CHARTER MEMBERS

These members joined TLF during its first year and remain committed to its mission: BECKMANN’S BAKERY

SANTA CRUZ COUNTY BANK

BOOKSHOP SANTA CRUZ

SANTA CRUZ SEASIDE COMPANY

CHARLIE HONG KONG

SHOPPER’S CORNER

GOOD TIMES SANTA CRUZ

SOCKSHOP & SHOE COMPANY

KSCO AM 1080

STAFF OF LIFE

PARRISH CREATIVE

TIMES PUBLISHING GROUP

PLAZA LANE OPTOMETRY

WELL WITHIN SPA

Community Supporters: MARCY FROM NITLESS NOGGINS GREG WIMP FROM TOGO’S

SHOP LOCAL Your money stays here!

thinklocalfirstsc.org 76

THINKLOCALSANTACRUZ.ORG

Building locally for 20+ years, the finest quality hardwood cabinets and furnishings for home and office using sustainable harvest certified hardwoods, formaldehyde free furniture grade plywoods & veneers, and low V.O.C finishes. Call to schedule a free in home estimate

design • implementation • installation • finish 2608 MISSION STREET • SANTA CRUZ, CA 95060 PH: 831.460.9183 •FAX: 831.460.9184 walliswoodworks.com • CA LIC# 678353

ORGANIC FOODS SUPPLEMENTS & BODYCARE LOCAL WINE & BEER GREAT GIFT OPTIONS 831.685.3334 / 7506 SOQUEL DRIVE APTOS Find Us On: APTOSNATURALFOODS.COM OPEN EVERYDAY 8AM TO 9PM

Free Estimates

Expect Unsurpassed Quality Precise Color Matching & Unibody Repair Over 45 Years of Experience Phil Chadd, Owner

831-462-1593 2750 Soquel Ave, just off Hwy 1 in Santa Cruz

www.philsautobodysc.com

KAITO RAMEN, SUSHI & MORE Open for Lunch and Dinner Tues - Sun, closed Mon

Look for our new location! (831) 464-2586 | smilekaito.com THINKLOCALSANTACRUZ.ORG

SUSHI MARKET SPROUTS GRAB AND GO SUSHI SHOP

300 7th Ave., at Twin Lakes Beach, Santa Cruz 12-7pm Tues-Sat Closed Sun-Mon 831.465.1177

THE BIG PICTURE BY PETER BECKMANN

Beckmann’s Bakery co-founder and co-chair Last time I went shopping for my favorite hand lotion, I had an interesting experience. First, the lotions were hard to find, and lacking a helpful store clerk, I wandered through half the store before realizing that my lotion had been replaced by lower quality but equally expensive lotions. And secondly, in order to take advantage of the advertised “special” price, I needed to join their “club” first. Although benign on the surface, this little story sheds light on some important changes we encounter in national chain stores: The modern chain store layout makes us walk by all those items we did NOT plan on buying, before we get to the section with the everyday staples (bread, milk, eggs). Chain stores are staffed to a minimum. And since employee pay is kept to a minimum, turnover is high, and knowledgeable employees are harder to find. There is increasing pressure from national chains on their suppliers to deliver their wares at rock-bottom prices. Many of these vendors, committed to paying their employees livable wages and benefits, refuse to reduce their prices, and their products eventually are replaced by lower cost, lower quality, and higher margin products. The alternative lies in the ever-stronger movement toward local commerce, where shopkeepers choose their products based on their own and their customers’ preferences and not solely for profit reasons. The Think Local movement, promoted by umbrella organizations like BALLE (Business Alliance for Local Living Economies) and AMIBA (American Independent Business Alliance) currently comprises some 41,000 independent and locally owned businesses nationwide. It continues to grow, thanks to discriminating personal consumption choices by all of us. By shopping “locally owned” we are creating our communities together. Please Join us!

THINKLOCALSANTACRUZ.ORG

SunVault™

Brighten up 2021 when you go solar with your home battery. Call us today to save on your energy bill + protect your home from outages + blackouts.

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1. Open Phone Camera 2. Point at QR Code 3. URL Link Appears!

(831) 777-5881 | SolarTechnologies.com

LIC#932914