Cruise Coffee: Brewing Community in the Heart of Scotts Valley
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n any given morning in Scotts Valley, you’ll find a toddler or two playing in the corner, a momma clutching her coffee and taking in the scene. Some seniors lingering over fresh-roasted coffee, parents balancing strollers. A quick business meeting and some friends tucked into corners with bright chairs talking about art, music, and life. It’s less of a café and more of a living room for the community, and that’s exactly how Erin Buchla envisioned it. Cruise Coffee, located at 246 King Village Road, is open daily from 7 a.m. to 3 p.m., with online ordering and a convenient service window, in case you can’t linger. The story of Cruise didn’t start there, it began in 2018, when Erin and her son Jazz took over a beloved little drive-thru on Mount Hermon Road, the start of what she calls “a dream come true.”
The Kings Village café came later, sparked by an unexpected opportunity. “The real estate agent came to me at the drive-through and said Metro Scotts Valley was available, did I want it?” Erin recalls. “I didn’t think we could afford it.” But the quirky former bus depot already had a vibe. More importantly, Erin felt there was something missing. “It felt like there wasn’t a gathering spot, a cultural space,” she says. “I wanted a spot that celebrates community, food, coffee, art, culture, for all ages. A place for everyone.” At first, she saw Scotts Valley as a thoroughfare, a pass-through between mountains and the beach. What she discovered instead was a deeply rooted family community. “We really step up and take care of each other here,” she says. That spirit shaped Cruise into what it is today: a true community hub. From hot rod meetups to artisan vendor pop-ups, from monthly art shows to cozy corners where parents and toddlers can unwind, Cruise hums with multigenerational energy. “We have people from zero to ninety,” Erin says. “Pregnant mamas, families growing, all the generations together in the shop. It’s so sweet.” Behind the scenes, there is far more craftsmanship than many realize. Cruise roasts its own coffee. The bagels? Made from scratch by Erin herself. Baked goods are house made. Syrups are crafted in-house. New additions include house-made granola bars, protein bars, and coconut-based chia puddings, now permanent menu items for customers seeking grab-and-go
Calendar of Upcoming Community Events
Friday March 6 thru Sunday March 8 Various Times — The Alfred Hitchcock Festival
The Landing 251B Kings Village Road Tickets Required
protein and nourishment. A new baker is introducing gluten-free and vegan options, while a creative director in the barista department is developing exciting new coffee and non-caffeinated drinks. A kids’ menu is even on the way. “We put love into what we create,” Erin says. “Real chefs put love in what they make, and that’s what you’re putting into your body.” Running a small business isn’t without challenges. Food and supply costs have surged dramatically; coffee prices alone have risen 33 percent in the past year. Yet what keeps Erin grounded is simple: her customers. “I love my customers,” she says. “People are so positive and happy and love their coffee and treats.” Before Cruise, Erin was a nanny for 27 years. A spine injury forced her to change careers. Now, she’s still growing into the business side
of ownership, but the heart of it feels natural. “The creation, the making people happy, the connection, I feel happy every day I walk into the shop,” she says. “Thank you to the community for what you do for me.” That gratitude flows both ways. Cruise supports local artists and vendors, hosts events, and offers beautifully crafted party boards and platters for everything from office gatherings to park picnics. Catering and community collaborations are part of the rhythm of the place. “When you spend your money in your community, it goes back to the community,” Erin says. “Giant coffee isn’t here uplifting the community.” Looking ahead, she dreams of building a sustainable local brand, one strong enough to hand to her son someday. “Cruise Coffee” page 14
Thursday March 12
10:30 – 11:30 a.m. — Chamber Chat, Instagram: Post, Tag, Collaborate & Story Your Way to Real Results Location TBA Tickets Required
Friday May 8
5–10 p.m. – Scotts Valley Community Awards Gala Roaring Camp Railroads – Bret Harte Hall 5401 Graham Hill Rd., Felton Tickets Required
Saturday August 15 Sunday August 16
Scotts Valley Art Wine & Beer Festival Saturday: 10 a.m. – 6 p.m. Sunday: 10 a.m. –5 p.m. Skypark 361 Kings Village Road
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