Joyus

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Sparkling Rosé

This non-alcoholic wine tastes just like the real thing. If you’re taking a break from alcohol but love a glass of crisp Rosé, then this is the way to go.

Joyus, based in Seattle, has made a superb Rosé wine ($27), but with the alcohol removed. Making a big splash with the judges in the San Francisco International Wine Competition, it won a gold medal.

Joyus also makes other non-alcoholic wine, including a Cabernet Sauvignon. The company ships for free in the continental United States on orders of $99 or more.

“So hang out with your friends, celebrate that special moment,” say the Joyus people. “We’ve got your back.”

drinkjoyus.com

Roaring Camp Moonlight Dinner Party

Two dinner parties remain this summer at Roaring Camp in Felton—Aug. 26 and Sept. 30. Treat yourself to a barbecue dinner (vegetarian options available) followed by a steam-train ride aboard vintage railway cars to the top of the mountain for music, dancing and hot cider. This four-hour event is $69.95; children age 2-12 $49.95.
For tickets and info visit roaringcamp.com

Wine made in Georgia by Teliani Valley

Ever tried wine made in the country of Georgia? Well, for about $14 you can buy a bottle of dry white wine called Tsolikouri made in the village of Orbeli by Teliani Valley, about 120 miles from the capital Tbilisi. The wine has a light-lemon color, aromas of green apple and fruit flavors of grapefruit and pineapple. Fresh and delicate, it is made from Tsolikouri grapes and imported by Georgian House of Greater Washington.
Georgianwinehouse.com

Bittersweet Bistro

I attended a marvelous food and wine event recently—A Taste of Paso hosted by Bittersweet Bistro in Aptos. The wines we tasted from Paso Robles were exceptional—as was the restaurant’s superb cuisine.
Bittersweetbistroaptos.com

Free Will Astrology

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For the Week of July 26

ARIES (March 21-April 19): You are about to read a thunderbolt of sublime prophecies. It’s guaranteed to nurture the genius in your soul’s underground cave. Are you ready? 1. Your higher self will prod you to compose a bold prayer in which you ask for stuff you thought you weren’t supposed to ask for. 2. Your higher self will know what to do to enhance your love life by at least 20 percent, possibly more. 3. Your higher self will give you extra access to creativity and imaginative powers, enabling you to make two practical improvements in your life.

TAURUS (April 20-May 20): In 1991, John Kilcullen began publishing books with “for Dummies” in the title: for example, Sex for Dummies, Time Management for Dummies, Personal Finance for Dummies and my favorite, Stress Management for Dummies. There are now over 300 books in this series. They aren’t truly for stupid people, of course. They’re designed to be robust introductions to interesting and useful subjects. I invite you to emulate Kilcullen’s mindset, Taurus. Be innocent, curious and eager to learn. Adopt a beginner’s mind that’s receptive to being educated and influenced. (If you want to know more, go here: tinyurl.com/TruthForDummies)

GEMINI (May 21-June 20): “I could be converted to a religion of grass,” says Indigenous author Louise Erdrich in her book Heart of the Land. “Sink deep roots. Conserve water. Respect and nourish your neighbors. Such are the tenets. As for practice—grow lush in order to be devoured or caressed, stiffen in sweet elegance, invent startling seeds. Connect underground. Provide. Provide. Be lovely and do no harm.” I advocate a similar approach to life for you Geminis in the coming weeks. Be earthy, sensual and lush. (PS: Erdrich is a Gemini.)

CANCER (June 21-July 22): I hereby appoint myself as your temporary social director. My first action is to let you know that from an astrological perspective, the next nine months will be an excellent time to expand and deepen your network of connections and your web of allies. I invite you to cultivate a vigorous grapevine that keeps you up-to-date about the latest trends affecting your work and play. Refine your gossip skills. Be friendlier than you’ve ever been. Are you the best ally and collaborator you could possibly be? If not, make that one of your assignments.

LEO (July 23-Aug. 22): There are two kinds of holidays: those created by humans and those arising from the relationship between the sun and earth. In the former category are various independence days: July 4 in the US, July 1 in Canada, July 14 in France and June 2 in Italy. Japan observes Foundation Day on February 11. Among the second kind of holiday is Lammas on August 1, a pagan festival that in the Northern Hemisphere marks the halfway point between the summer solstice and autumn equinox. In pre-industrial cultures, Lammas celebrated the grain harvest and featured outpourings of gratitude for the crops that provide essential food. Modern revelers give thanks for not only the grain, but all the nourishing bounties provided by the sun’s and earth’s collaborations. I believe you Leos are smart to make Lammas one of your main holidays. What’s ready to be harvested in your world? What are your prime sources of gratitude?

VIRGO (Aug. 23-Sept. 22): For many of us, a disposal company regularly comes to our homes to haul away the garbage we have generated. Wouldn’t it be great if there was also a reliable service that purged our minds and hearts of the psychic gunk that naturally accumulates? Psychotherapists provide this blessing for some of us, and I know people who derive similar benefits from spiritual rituals. Getting drunk or intoxicated may work, too, although those states often generate their own dreck. With these thoughts in mind, Virgo, meditate on how you might cleanse your soul with a steady, ennobling practice. Now is an excellent time to establish or deepen this tradition.

LIBRA (Sept. 23-Oct. 22): I’m wondering if there is a beloved person to whom you could say these words by Rumi: “You are the sky my spirit circles in, the love inside love, the resurrection-place.” If you have no such ally, Libra, the coming months will be a favorable time to attract them into your life. If there is such a companion, I hope you will share Rumi’s lyrics with them, then go further. Say the words Leonard Cohen spoke: “When I’m with you, I want to be the kind of hero I wanted to be when I was seven years old.”

SCORPIO (Oct. 23-Nov. 21): Your theme for the coming weeks is “pleasurable gooseflesh.” I expect and hope you’ll experience it in abundance. You need it and deserve it! Editor Corrie Evanoff describes “pleasurable gooseflesh” as “the primal response we experience when something suddenly violates our expectations in a good way.” It can also be called “frisson”—a French word meaning “a sudden feeling or sensation of excitement, emotion or thrill.” One way this joy may occur is when we listen to a playlist of songs sequenced in unpredictable ways—say Mozart followed by Johnny Cash, then Edith Piaf, Led Zeppelin, Blondie, Queen, Luciano Pavarotti and Yellow Magic Orchestra. Here’s your homework: Imagine three ways you can stimulate pleasurable gooseflesh and frisson, then go out and make them happen.

SAGITTARIUS (Nov. 22-Dec. 21): “Fire rests by changing,” wrote ancient Greek philosopher Heraclitus. In accordance with astrological omens, I ask you to meditate on that riddle. Here are some preliminary thoughts: The flames rising from a burning substance are always moving, always active, never the same shape. Yet they comprise the same fire. As long as they keep shifting and dancing, they are alive and vital. If they stop changing, they die out and disappear. The fire needs to keep changing to thrive! Dear Sagittarius, here’s your assignment: Be like the fire; rest by changing.

CAPRICORN (Dec. 22-Jan. 19): There’s ample scientific evidence that smelling cucumbers can diminish feelings of claustrophobia. For example, some people become anxious when they are crammed inside a narrow metal tube to get an MRI. But numerous imaging facilities have reduced that discomfort with the help of cucumber oil applied to cotton pads and brought into proximity to patients’ noses. I would love it if there were also natural ways to help you break free of any and all claustrophobic situations, Capricorn. The coming weeks will be a favorable time to hone and practice the arts of liberation.

AQUARIUS (Jan. 20-Feb. 18): “Silent gratitude isn’t very much use to anyone,” said Aquarian author Gertrude B. Stein. She was often quirky and even downright weird, but as you can see, she also had a heartful attitude about her alliances. Stein delivered another pithy quote that revealed her tender approach to relationships. She said that love requires a skillful audacity about sharing one’s inner world. I hope you will put these two gems of advice at the center of your attention, Aquarius. You are ready for a strong, sustained dose of deeply expressive interpersonal action.

PISCES (Feb. 19-March 20): According to the International Center for Academic Integrity, 95 percent of high school students acknowledge they have participated in academic cheating. We can conclude that just one of 20 students have never cheated—a percentage that probably matches how many non-cheaters there are in every area of life. I mention this because I believe it’s a favorable time to atone for any deceptions you have engaged in, whether in school or elsewhere. I’m not necessarily urging you to confess, but I encourage you to make amends and corrections to the extent you can. Also: Have a long talk with yourself about what you can learn from your past cons and swindles.

Homework: What single good change would set in motion a cascade of further good changes? Newsletter.FreeWillAstrology.com

Sampa Brazilian

Sabor to the core

A surfer since he was born and raised in Sao Paulo, Brazil, Ricardo Malia moved to Santa Cruz in 2011 to learn English and ride the waves. He set his eyes on the restaurant industry, to serve the Brazilian food he grew up eating. He and his family served inside Woodhouse Brewery in 2021, and they were such a hit that they were able to open Sampa Brazilian Food in June.

It’s open every day from 11am (close 4pm Mon-Thurs, 9pm Fri/Sat, 7pm Sun). Ricardo defines the menu as a blend of traditional and street Brazilian favorites.  A flagship entrée is the picanha, a very traditional high-quality top-cut sirloin steak, chargrilled and served with rice, beans and farofa (fried yucca flower with bacon, oil and onions). Then there’s the feijoada, a black bean stew with sausage, bacon, dried meats and collard greens. They also offer a vegan version of this dish, as well as a tofu moqueca, a vegetarian tomato broth stew with veggies and coconut milk.

How would you define Brazilian food?

RICARDO MALIA: A mix of flavors because Brazilian food has diverse influences. People from many other cultures came to Brazil over the centuries and integrated their cuisines. European cuisines like Italian, Portuguese and Spanish mix in, but there are also African and Indigenous influences as well. Brazilian food has really rich and deep, developed flavors that come together to bring a really unique culinary experience.

How do Santa Cruz and São Paulo compare?

They are really different. Sao Paulo is one of the biggest cities in the world, and has big city problems like poverty, violence and traffic. But Santa Cruz is a small town with a big community. My family and I love Santa Cruz, and so we decided to make our lives here. To have the beach and the connection to the ocean, combined with such a great community makes Santa Cruz a very special place to live.

841 North Branciforte Avenue, Santa Cruz; sampabrazilianfood.com

Murals On The Move

A new phase of the ongoing Moveable Murals project at the City Hall building in Watsonville  went up Tuesday. 

Seven murals, ranging in size from four by eight feet to eight by 20-feet, were installed to City Hall’s walls. The artwork showcases Watsonville and Aptos High School students who are exploring the theme of personal identity through their English literature and ethnic studies classes.  

The 20-foot-wide mural is a composite of high school students’ art work. PHOTO: Tarmo Hannula

The project is a joint effort between the City of Watsonville and Pajaro Valley Arts (PVA). Pajaro Valley Unified School District and PVA are in charge of exhibiting the murals made up of photo collages of 39 student works selected from 150 entries. The final results are printed on vinyl and then designed by artists Karen Lemon, Judy Stabile, and Rhia Hurt.

 “The Identity Portrait Project synthesized examples from art and literature into individual student artworks focused on identity, history, and what lies beneath the surface of outside appearances, ” said Hurt, Visual and Performing Arts Teacher on Special Assignment for PVUSD. Students bravely shared parts of themselves with their peers and the community by participating in this project.

Watsonville Native Filmmaker Seeks Hometown Talent

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Filmmaker and Watsonville High School alumnus Gabriel Medina has already had several independent Hollywood-level movies on his resume, with various roles including writer, producer and director. 

He recently earned his MFA from University of Southern California’s famed Peter Stark Producing Program. 

Now, he has returned to his hometown to make a film he hopes will put the city on the map as a destination for other filmmakers.

Medina is putting out the call for Watsonville residents: the production needs actors, crew and other positions for “They Know Not What They Do,” a horror-thriller film that the independent production company Rustic Films green-lit. 

He will produce the film, while Oscar Ramos will direct. Both hope that it will make it as far as the Sundance Film Festival.

Medina foresees a future where filmmakers travel to Watsonville to ply their craft and where businesses and the community at large will benefit from the industry’s presence.

According to Median, the movie and television industry has worn out its welcome Hollywood—arguably the nation’s nerve center for mainstream cinema. Residents are increasingly fed up with having on-scene sets in their neighborhoods and producers pay as much as $800 per location for a permit. 

But the regality of that Southern California cinematic cornerstone can still be found in smaller burgs such as Watsonville, where aspiring filmmakers need only draw from the people and resources of their hometowns, Medina says.

“I think we need to tap into that excitement,” he says. “L.A. is just kind of worn out. So I really want to signal to the people who are in the independent film route, ‘look, we made this feature film here. Come make a film with us.’”

The creative underpinnings are already here: the Latino Youth Film Institute has brought filmmaking to many schools and the Watsonville Film Festival has garnered national attention.

Additionally, the arts scene is thriving, with the Pajaro Valley Arts Council now headquartered in the Porter Building on Main Street.

But while schools, colleges and universities offer film programs, Medina says, they do not give real-world, boots-on-the-ground experience of how to organize the myriad aspects of making a movie. That’s where he comes in.

“What I want to test out with this particular project is if Watsonville has the ability to sustain feature filmmaking,” he said. “I want to bring more productions up here, but I want to have a solid crew. I think we have the talent, and I think we have the interest and I think people are going to say, ‘well, there is a film being made here. That’s something I want to tap into and be a part of.’”

After he graduated in 2010, Medina already had several semesters of filmmaking experience from the school’s Film and Video Academy.

He then attended UC Los Angeles—one of the world’s best film schools—where he studied Latino filmmaking.  

Medina returned to Watsonville to work at Digital NEST, where he taught the craft to new generations of aspiring filmmakers and eventually developed the organization’s Digital Arts and Technology program.

Medina’s resume includes more than a dozen films, including “Don’t Look Back,” a horror-thriller film with religious overtones, “Eternidad,” a short horror film and “Painter of Dreams,” a documentary about artist Guillermo Aranda.

He now runs his own production company, Calavera Media.

“I’m back, and I’m bringing a feature film project, and I would love more than anything to signal to Hollywood that our community is behind this project, and that we can get these things made here,” he says. “Honestly, I want to be back home and championing my community.”

For information and to inquire about being a part of “They Know Not What They Do,” visit calavera.media or email in**@***********ia.com.

Cabrillo name change: division precedes decision

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Debate continues as August 7 reveal nears

The final community forum discussing the renaming of Cabrillo College was held via Zoom on Wednesday night. Opinions remained split over every aspect of the issue.

As at previous gatherings, some in attendance remarked that the stages of the process lacked transparency, while others insisted that they were kept well-informed and pointed out that the debate has been ongoing for three years.

Some felt that the timing of the process, which has spanned across the COVID lockdown and winter floods, hindered fair and full involvement of the community.

Kristin Fabos, Cabrillo’s Public Information Officer, said that the community forums were announced in emails, published in the media and posted on Cabrillo’s social media sites.

The nature of the name selection committee was also questioned, as was the lack of a county-wide vote on the matter.

Cabrillo President Matt Wetstein assured the process was as fair and democratic as possible within the framework of a diverse, volunteer committee. He said that other suggested ways to involve greater participation, from scientific polling to a formal ballot-casting, were cost prohibitive.

Still, many remained unconvinced.

John Govsky, Enrique Buelna of the Cabrillo Hispanic Affairs Council and Martin Garcia, a member of the name selection committee, are all instructors at Cabrillo and were participants in the original petition to change the name. All three defended the process and insisted that Juan Rodriguez Cabrillo’s participation in violent conquest and colonial expansion necessitated the institution’s name change.

Opponents of the name change pointed to the cost involved and ambiguous clear plans to address the concerns of Native Americans going forward as reasons to find another solution.

The Governing Board of Trustees will announce their choice for Cabrillo’s new name at a meeting on Aug. 7.

The public is invited to attend the meeting.

Questions  and comments in advance of the meeting can be emailed to Ronnette Smithcamp, Executive Assistant to the Governing Board of Trustees at: rosmithc@cabrillo.edu

If you go:

Where: Cabrillo College Aptos Campus
6500 Soquel Drive, Horticulture Building (see map)
(moved from Watsonville to increase seating capacity)
When: Aug. 7, 6:00 pm


Preparing for the Worst

DISCLAIMER: Please note there is some strong language in this story describing a school shooting scenario. 

A voice rings out over the handheld radio: “Numerous callers reporting gunfire in the middle school gym.”

With that, the first active shooter scenario of the afternoon kicks into gear. 

On July 14, at the San Lorenzo Valley Unified School District tri-campus, the Santa Cruz County Sheriff’s Office continued its week-long active shooter training.

Volunteers cry for help and banged on walls, simulating a mass casualty event.

“We are now getting reports of multiple injuries,” a woman says over the airwaves.

Firefighters, deputies and police swarm up the outdoor steps, bark orders and tend to victims.

Within moments the threat is neutralized.

The trainees deal with the fallout: wailing patients simulating traumatic injuries, disoriented people wandering the wrong way, professionals from various agencies navigating the chain of command.

A thick red substance sourced from a mannequin dealer was everywhere, including on the first responders assisting patients.

“They’re gonna get blood on their hands,” says Lt. Nick Baldrige, of the Sheriff’s Office, from outside the yellow caution tape.

Even though there was no firearm-toting criminal in the SLVMS gymnasium, there was plenty that felt real about the scenario.

Painful Precursors

Here in the Santa Cruz Mountains, the threat of gun violence is anything but imaginary.

An alumnus of this very campus, Alex Fritch, was slain during the VTA rail yard shooting in San Jose in 2021.

Sgt. Damon Gutzwiller, another SLVHS grad, was killed the year prior in Ben Lomond. Gutzwiller was ambushed with gunfire and improvised explosive devices by an ex-Air Force sergeant, Steven Carrillo, in Ben Lomond.

In 2019, three people were killed and 17 others injured by a gunman at the Gilroy Garlic Festival, 40 miles to the east.

Last week, two people suffered gunshot wounds near Freedom Elementary School, in Watsonville.

The day of the training, there was a contingent of law enforcers armed with live ammunition along the perimeter of the drill area at SLVUSD’s campus. They were on-hand to keep the public out and in case something more serious occurred.

During last year’s active shooter training at Scotts Valley High School, one actor made a comment that was interpreted as a potential threat, which turned the professional development session into an hours-long hunt for possible danger.

The silver lining to that disruption: it proved quite the learning experience.

“We got to see firsthand how well different agencies can come together, quickly establish command and mitigate a threat,” Scotts Valley Police Department Capt. Jayson Rutherford says. “It also increased our security measures at the training site and our screening procedures for role players.”

According to Rutherford, that incident wasn’t the reason for the venue change.

“We wanted officers to experience a different location to respond to,” he says, noting all SVPD patrol staff and detectives signed up this year.

Local Protocol

Lt. Baldrige explains that getting all the players some practice working together ahead of a critical incident is crucial.

“The faster we can provide treatment, the more lives are gonna be saved,” he says, noting there were 24 volunteers in attendance Friday. “This has evolved, just as law enforcement’s response to mass shootings has evolved.”

Around the time of the 1999 Columbine High School massacre, police were taught to follow the surround-and-call-out model, where law enforcers create a perimeter and attempt to contact the suspect with the help of tactical officers.

A Colorado commission recommended a change in practices, where the initial responders are sent into harm’s way more quickly.

“There was a transition,” Baldrige says of the move away from surround-and-call-out. “It was the tactic they had at the time, because this wasn’t really a thing pre-Columbine on the level we have now.”

According to Pew Research Center data, there were three active shooter incidents (categorized by the FBI as “one or more individuals actively engaged in killing or attempting to kill people in a populated area”) in 2000; that rose to 61 in 2021.

Locally, active shooter training began in 2013, with Nathan Manley, a campus police officer at UC Santa Cruz, heading it up.

Manley now works in the private sector in Silicon Valley, but his mass violence response organization (IMVR Group) has been providing consulting services to the Sheriff’s Office, which took the reins this year.

For a while, the “diamond formation” was the go-to technique, says Baldrige.

“You would have a person in the front, a flank on each side and then a rear guard,” he says. “You’d need four (officers) to be able to move that way.”

This presented problems for rural locales like Felton.

“You think about using this as a scenario—the San Lorenzo Valley—it could take a little bit to get that fourth person here,” he says. “If you’re having to wait … we’re losing lives. And so now it’s transitioned into: You hear gunfire, you go towards gunfire. And you try to neutralize that threat as quickly as possible.”

There’s been a shift in how firefighters respond to active shooters, too—moving away from a more passive role during the early moments of a response.

“Historically, we ‘staged’ for incidents where there was any sort of threat,” says Zach Ackemann, deputy director of IMVR Group. “However, we realized, in recent years, that there was a need to get advanced care to the patients as soon as possible.”

Authorities note that if a call has already been designated an active shooter situation, the question of whether deadly force can be used or not is moot.

“You do not have to wait for someone to shoot at you first, I will tell you that,” Escalante says.

He explains lethal measures can be employed if there’s an immediate threat of death or serious injury, or if a fleeing felony suspect is believed to be likely to kill or maim someone.

Coordination & Action

While last year’s event, held just days after the Texas school shooting in Uvalde, hosted attendees from 40 different agencies from far and wide—including personnel from UC Berkeley, UC Davis and Sonoma State—this time, training efforts were focused more on providing comprehensive studies for local officials.

By Friday that meant at least 435 participants—police officers, firefighters and medical personnel—had gone through the classes, which included sessions for hospital staff and dispatchers.

Andrew Dally, the Capitola Police Department chief, says from his perspective active shooter training must continue to happen annually, at a minimum.

“In incidents such as an active shooter, multiple agencies from this region will respond,” he says. “These officers will have to work together, and having this type of training allows us to train together—and with similar tactics—which will provide the path for future coordinated responses.”

Chief Escalante points out that active shooter training actually came in handy last October when a report of “shots fired” came in from Santa Cruz High School—which, thankfully, turned out to be a hoax.

“We didn’t hesitate,” he says. “Multiple officers went in as soon as they arrived.”

Santa Cruz’s Economy On The Rebound

The local economy is showing promising signs of recovery according to the 2023 State of the Workforce report released last week. Published by the Santa Cruz County Workforce Development Board, the report paints the picture of a strong rebound overall in the wake of the COVID-19 pandemic.

“The local economy is experiencing a fairly robust recovery from the COVID-19 pandemic,” said Workforce Development Board Director Andy Stone. “However, the high cost of living and a severe housing crisis continue to make it difficult for local employers to attract and retain workers.” 

From 2017 to 2022, the county experienced a 9% increase in jobs, adding 9,100 new positions. This is markedly higher than the state and national average, which come in at 4% and 3%. 

The report emphasizes that the recent job additions are mainly concentrated in high-paying industries such as defense, aerospace, transportation and manufacturing (DATM) which grew by a dramatic 222% within this timeframe. This high-earning cluster has an annual average earning of about $142,000 per year.

Joby Aviation is highlighted in the recap as a business case study in the DATM industry. The company has contributed to the rise of high-earning jobs in the area. 

However, gains in some areas like high-skill employment are countered by issues like the lack of affordable housing and a higher unemployment rate than the national average.

Breaking Down Numbers

Despite the promising outlook for high-earners, the overall job quality in Santa Cruz County is lower than the state average. Low-pay workers at jobs like in the retail and food service industries make up 57.5% of jobs in the county compared to 53.1% statewide. 

Max Halterman has seen what these numbers mean in real life. 

Halterman is one of the founders of Om Gallery, an eclectic home goods store in the heart of downtown Santa Cruz established in 2001. His business requires a mix of part-time retail workers and management positions. He’s been having a hard time retaining talent for management positions.

“The relatively low wage that we’re able to offer because we’re a small business is just kind of illustrating [that] we don’t have the business capabilities to pay Silicon Valley professional wages but the cost of living here requires it,” said Halterman.

The report notes that in the county, 45% of renters—around 17,000 residents—spend 35% or more of their income on housing. 

Santa Cruz County residents with low-earning jobs are in a precarious situation in an area where the market rate for a two-bedroom apartment is $3,293 according to the National Low Income Housing Coalition’s Out of Reach report. Residents here may need to look elsewhere for a place they can comfortably afford.

Unlike many small businesses, Om Gallery survived the COVID-19 pandemic, said Halterman. Despite current inflation fears affecting consumer spending, Halterman has also seen an upturn since the pandemic. 

“The first 12 to 16 months after COVID there was a real strong recovery for us. Sales increased greatly even to pre-pandemic levels,” he said. 

Remote Work

Between 2020 and 2021, a sharp decrease in population saw 4,800 residents leave the county, following a statewide trend. During the same period 277,000 Californians left the state citing housing costs as the main factor. Santa Cruz County residents point to housing costs and remote work as factors for them.

The number of remote workers in northern parts of the county nearly doubled to 91%, according to the report. The southern part of the county also saw an increase, with 44% of workers going remote since 2017.

If seen at a glance, the increase in high-earning jobs props up employment statistics. However, at 6.7%, the unemployment rate in Santa Cruz County is higher than the state average of 4.8% and the national average of 3.9%. Labor force participation also declined from 62% in 2019 to 59% in 2021, not having fully recovered from its pre-pandemic numbers.

Looking Ahead

Another source of potential job creation is a county infrastructure investment that allocated $119 million for the 2022-23 fiscal year budget. The substantial 223% increase for road repairs and improvements may add hundreds or thousands of jobs, says the report. An additional $7 million has also been set aside for housing projects.

The infrastructure workforce is aging, however, with 23% of overall transportation workers being 55 or older and close to retirement. The residential construction workforce is in similar shape, with 26% of workers there being over the age of 55.

County vocational training programs are crucial to bringing new blood into the workforce. Cabrillo College (42%) and local union chapters (39%) offer the most vocational training relevant to infrastructure and residential construction in Santa Cruz County, according to the report.

There is plenty of good news in the WDB breakdown, but the high cost of living is a key factor contributing to Santa Cruz County’s inability to retain workers of various skill levels.

“Business-owners continue to struggle to find qualified applicants for skilled and unskilled work due to the high costs of living and lower wages offered than in neighboring regions,” the report states.

The full State of the Workforce report can be found here.

Otter Captures National Attention

A sea otter at Cowell’s Beach in Santa Cruz garnered headlines around the country for its unusual behavior. 

The otter, identified as Otter 841, has recently taken to climbing aboard unsuspecting surfers’ boards, resisting pleas to move on and even aggressively staking a claim. Caught on video, the otter rolled from the top of the board to the bottom after the surfer, who had crawled into the water, flipped the board over in hopes of shaking the animal loose.

Wildlife officials say the 5-year-old female southern sea otter is exhibiting “concerning and unusual behaviors,” including repeatedly approaching surfers and kayakers. 

Posters have been posted along West Cliff Drive and surroundings that warn of the “aggressive sea otter.” PHOTO: Tarmo Hannula

“Sea otters are naturally wary of people, but this individual has been aggressively approaching people and biting surfboards,” officials say.

“Due to the potential public safety risk, a team from CDFW and the Monterey Bay Aquarium trained in the capture and handling of sea otters, has attempted capture of the sea otter when conditions have been favorable since July 2,” the U.S. Fish and Wildlife say. 

On Monday a crew on paddleboards and in a boat gingerly approached the otter who dined on shellfish while keeping a distance from them.

Who’s a Stoner?

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The cover of a recent report on cannabis consumers, produced by New Frontier Data, features a set of nine close-up portrait shots of people, apparently in their 30s, who could easily comprise the staff of a graphic-design firm or a team of web developers.

That’s the image that the pot industry generally goes for, with exceptions, of course. Cannabis consumers are folks like anybody else, whose pot use is perfectly normal. They are educated and productive. And, of course, many pot consumers are just that, especially the ones who get their weed from licensed dispensaries in legal states.

But one look through the responses to just about any Twitter thread or Facebook post about weed will reveal that a lot of pot users are marginal types, obsessed with weed and given to engaging in internet trolling, spreading conspiracy theories—about cannabis and otherwise—and just being generally insufferable. A disturbingly high number of them seem to be MAGA. One might reasonably assume that among that cohort, the frequency of pot use is higher, and that they use weed less responsibly as compared to the people on the cover of the New Frontier report. One important caveat here: Many medical users consume large quantities of pot because they often have to.

A major question for the legal-weed industry is: Which group should pot companies market to? It’s not a zero-sum question; they can market to both if they’re smart about it. But in creating and maintaining a brand, they have to pick one over the other. One can tell from looking at the product names, marketing materials and label designs which group a given company has chosen to target. For example, one that emphasizes health and wellness is very different from one that hints at how wrecked consumers will get on their gummies, and that includes a lot of dumb ’70s iconography and hippie stuff.

New Frontier’s report, assuming it’s solid, seems to indicate that aiming cannabis marketing at everyday folks is probably the best bet in most cases.

A poorly hidden secret of the so-called vice industries, like liquor, gambling, junk food and tobacco, is that most of the dollars spent come from the heaviest users. That is, booze producers rely on alcoholics to hit their quarterly revenue targets—which puts their advertisements’ “Please Drink Responsibly” messages in an amusing light. Snack makers depend on overeaters. Las Vegas relies heavily on degenerate gamblers. Cigarette makers, by definition, serve a customer base of addicts.

But while lots of people use weed as sort of a “vice,” the cannabis industry isn’t really a “vice” business. Often, it’s the precise opposite. Tons of people really do use weed for medical purposes. Others use it to relax after a long day, or to heighten their enjoyment of a movie or concert. There are pitfalls and drawbacks to using pot, but they’re not anything like the outright dangers of drinking, sugar-binging, gambling or cigarette-smoking.

The New Frontier report—“Cannabis Consumers in America 2023 Part 2: Exploring the Archetypes”—has good news on that front, both for the industry and for society: Typical legal cannabis consumers are neither heavy users nor occasional, or “experimental,” users; they are those who use pot regularly, but not, if you will, chronically. The researchers created nine “archetypes” based on type and frequency of use. Heavier users are dubbed “savvy connoisseurs” and “lifestylers.” But, going by the report, and by anecdotal observation, we’re more likely to see consumers in the “modern medicinals” or the “engaged explorers” categories. Those would be the people on the front cover.

From the beginning, the legal-weed industry has faced a massive challenge to overcome all the stoner stereotypes: That people who use pot are all lazy, zoned-out dummies. That’s part of why pot remains illegal in many states and under federal law, but it’s also why it’s often hard to get local governments to approve licenses for pot merchants. It also keeps potential customers away out of fear that they’ll be branded as “potheads.” The more we learn about today’s pot consumers, the less of a problem that will be.

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