Frustration Mounts as FEMA’s Response Falls Short In Pajaro

Village Trailer Park sits at the edge of Pajaro. There are piles of debris outside some mobile homes, remnants of the flood that overtook the community.

The older pull-alongs and newer manufactured homes were invaded with up to four feet of water after the levee breaches on the Monterey County side of the Pajaro River. Although most of the primary residences sit atop elevated platforms, some residents have converted storage sheds into living quarters, which were inundated by the flood waters. Despite having incurred similar damage to their properties, neighbors here—some mere steps away from each other—have had markedly different results in their dealings with FEMA.

“They only granted us $250,” resident Alejandro Zamora says. “We almost rejected the check; it was insulting.”

Zamora lives with his 74-year-old father, the owner of their mobile home. His daughter lives in the storage shed they converted into a room at the back of their lot. It was flooded, and many of their possessions were destroyed. 

It has been almost two months since the devastating Pajaro flood in mid-March of this year, and residents are facing new challenges in the wake of the initial disaster. As the waters have receded and the mud and debris have mostly been cleared out, frustrations over the pace and scope of assistance for flood victims are mounting for those trying to regain their lives. 

For many affected by the flood, the deployment of federal funds has been slow, and, in some cases, it is not enough to replace their possessions and repair damage. Some have had to rely on these funds for mere survival and cannot address those material needs. Eventually, the process required to get some of these allocations is complicated: many residents affected by the floods are low-income, non-native English speakers, facing institutional barriers that slow down aid or make it inaccessible.  

A few yards away, another resident, who requested to remain anonymous, had set up his storage unit similarly to Zamora’s daughter. The unit also flooded, but he received $4,500 in FEMA assistance. 

Meanwhile, Maria Navarrete, who lives next door, had a FEMA inspector come to her small one-bedroom trailer. According to Navarrete, the inspector told her that she would not qualify for damage assistance since the waters did not reach inside the home. However, there is visible damage to the property stored outside and the trailer’s undercarriage. 

“What about all the damage out here?” she asks. “It’s going to cost me maybe $15,000 to have a contractor fix this.”

According to Tiana Suber, the FEMA media relations specialist for the area, the discrepancy in the amounts of these residents in aid isn’t arbitrary.

“It’s a case-by-case basis; it depends on what receipts and documentation they have for the things they have lost,” says Suber.

But for residents like Zamora, who scoffs at the amount of aid he received for the flood damage, the little assistance from FEMA leaves them to find the solution themselves. 

Assistance Challenges

Tony Nuñez-Palomino, the communications manager for Community Bridges, has seen flood victims struggle with the FEMA application process. 

Community Bridges has provided flood victims more than $720,000 in economic assistance since March 11. The nonprofit has also helped residents who have difficulty understanding and filling out official documentation, filling a need that has skyrocketed since the Pajaro flood. 

Many residents who suffered damages from the Pajaro levee breach are farmworkers who do not speak English. It’s estimated that 170,000 Indigenous Mexican farmworkers live in California, and their primary language is Mixteco, Zapoteco or other regional dialects.

This demographic is mainly undocumented, putting them in a vulnerable position when disaster strikes and they need help from local and federal institutions. Therefore, the FEMA process is daunting even if an undocumented flood victim may qualify for aid through a household member.

“It’s going to take a major shift on the national level in the way we treat undocumented individuals,” Nuñez-Palomino says. He sees documentation status as the largest systemic barrier for disaster victims when seeking federal aid.

Residents from the mobile home park also encountered the language barrier. 

These families primarily speak Spanish, and English-speaking FEMA inspectors interviewed some as part of their claim process. The inspector that came to Maria Navarrete’s residence spoke only English: Navarrete was afraid to ask for clarification on the application process since she speaks little English.

“The flood didn’t ask us our immigration status or if we spoke English,” Navarrete says in Spanish.

According to Suber, FEMA has deployed 339 personnel to the area, 50 percent multilingual, including Spanish-speaking staff. FEMA workers can also access over-the-phone interpretation for Alto Mixteco, Bajo Mixteco and Zapoteco.

The estimated cost of flood damages to the Pajaro region is unknown. To date, $1,552,036.90 has been disbursed to individuals and households in the area, according to FEMA. Since early April, 1,140 residents have applied for FEMA assistance, making the average disbursement per person about $1,300.

Waiting Game

Esperanza Esquivel fled her home in the center of Pajaro after the levee was breached. The house she rented for four years is now uninhabitable, severely damaged by the flood waters. Furniture, appliances and her family’s personal effects were all lost to the destruction. Esquivel applied for FEMA assistance and received a little over $4,000, less than a third of what she estimates her belongings were worth.

Before last winter, Esquivel worked as a picker in the local strawberry fields for years. The job barely supported herself and her three children while paying the $1,400 rent on her then one-bedroom apartment.

During the floods, Esquivel was turned away from the Santa Cruz County Fairgrounds temporary shelter due to capacity issues. Unable to find anything more affordable in the Watsonville area, Esquivel was forced to leave her daughters in the care of her sister in Watsonville. She is now paying $1,200 monthly for a room in Salinas for her and her 4-year-old son. 

The one $4,000 check she received from FEMA has gone to rent, food and gas—all of which are more expensive due to nationwide inflation. She has stopped traveling to Watsonville to see her daughters because she can no longer afford it. 

“All of us need to be helped, to be heard. We need a lot of help. We need the right type of help,” says Esquivel.

On March 11, the town of Pajaro was overtaken by the rushing waters of the Pajaro River. On April 3, almost a month after the catastrophe, President Biden signed a disaster declaration after the rising voices of the community urging local and state officials to request federal aid were finally heard. 

The delayed response from state and federal officials has left residents wondering what it will take to get a more urgent pace in the recovery process and if more assistance is coming down the pipeline.

Last week, Pajaro residents voiced their frustrations in a town hall that included representatives from Monterey County about the lack of communication about services and long-term recovery efforts. Additional help is needed for many that have lost homes, vehicles and wages to the floods and are hanging on by desperate threads.

Community-based organizations have tried to fill the void between residents in need and governmental institutions. As soon as Pajaro residents were allowed back into their homes after the flood, Community Bridges staff went door to door to help victims understand what resources and financial assistance were available.

Some, like Esquivel, did not receive this help as she was not allowed back into her dwelling due to unsafe conditions. Nuñez-Palomino says that his organization will be facilitating a second and third round of payments to residents soon, hoping to reach those that fell through the cracks.

As the needs of California’s undocumented disaster victims come to the fore after events like the Pajaro flood, lawmakers have recently moved to propose Assembly Bill 513 (California Individual Assistance Act) and Senate Bill 227 (Excluded Workers Program) to address them. 

SB 227 would allow individuals ineligible for existing state or federal benefits to receive $300 per week for each week of unemployment for up to 20 weeks. AB 513 would help residents with repairs not covered by insurance and recover lost income. According to a Community Bridges press release, the state would work with local agencies and community-based organizations after a disaster. 

While the proposed bills going through the California legislature will help disaster victims and provide aid retroactively, these will not take effect immediately. Residents in Pajaro will still have to rely mostly on community-based organizations to address urgent needs.

Nuñez-Palomino is looking forward to what his organization calls a “third wave” of assistance to help with long-term recovery, including assisting residents in navigating through permitting processes for repairing and rebuilding and insurance claims assistance. He is focused on getting people help now and admires how residents have stood up to inform the community of their needs.

“At least, at this moment, the people of Pajaro who have been forgotten about for so long now have a voice and are now saying how they feel and what they want,” Nuñez-Palomino adds.

Santa Cruz County Recognizes Emerging LGBT Trailblazers

In the early days of the AIDS crisis, a group of local leaders went to school officials to offer HIV prevention education.

The response they got showed them how much that education—and education of LGBT issues in general—was needed.

“They said, ‘you don’t need to do HIV prevention here; we don’t have any gay kids,’” says Stuart Rosenstein, who has chaired the Queer Youth Task Force (QYTF) of Santa Cruz County since 2000. 

To bring the LGBT community out of the shadows of that era, QYTF members realized that they needed to highlight the work of the LGBT community, particularly the youth, who have shown leadership in their communities.

Thus, the Queer Youth Leadership Awards was born. Now in its 26th year, the event was created to celebrate the achievements and abilities of queer youth.

This year’s event will be on May 13 at New Brighton Middle School.

Rosenstein says the event was created to honor young people who have proven to be leaders in their communities and to celebrate them.

“That’s still a big word in the LGBT community,” he says. “We’re not tolerating; we’re not accepting; we’re celebrating our queer youth leaders.”

Rosenstein says the organization recently produced a video about the first four honorees from 1998. 

“They are now with families and leading institutions, some of them in Santa Cruz County,” he says. “There is just so much joy around that.”

There are nearly 400 proposed laws targeting LGBT people making their way through the legislative process nationwide.

At the same time, a handful of young people this year could not accept their award nominations because they are not yet out to their families or have family members who do not accept them, Rosenstein says.

“With all the success and celebration, there’s also so many students out there that are still not being recognized,” he says. “So, we still have a lot of work to do.”

“There are so many battles for equity, whether it be racial justice, social justice, climate. The fight for equity and equality for our queer and trans youth has to carry on,” Rosenstein says.

Honoree Sion Erkiletian, 16, who goes by they/them pronouns, is a member of the 2023 Queer and Trans Youth Council and has written several articles for the zine Queer Agenda.

Erkiletian, a Delta School student, says they have wanted the nomination since they learned about it. 

“I feel like this is something that could lead to greater things in my life because I have a lot of big dreams about what I want to do,” they said. 

Working to improve the world for LGBT people, Erkiletian says, is a critical mission.

“There is a lot of hate in the world,” they said. “And if I can spread a little bit less hate and spread a little more positivity, that would be a really nice thing.”

However, Erkiletian’s focus on environmental activism is more important than that.

“I was raised to love this planet, and I was raised to fight for this planet, and I think that I can’t fight for queer rights knowing that we’re at our own demise,” they said. 

When asked for advice for young LGBT people who have not come out yet, Erkiletian was careful to answer.

“Don’t hide away from yourself, and stand up for yourself when it’s safe,” they said. “You have to recognize when there is a line between risking your safety and being yourself. That’s important to know because this world is not all rainbows and flowers and happiness.”

San Lorenzo Valley High School senior Asher Sunrise Trageser has been described as an overachiever since kindergarten. 

Trageser has been involved in performing arts through all four years of high school and recently directed the senior show The Bold, The Young, and The Murdered.

Trageser has helped several fellow students through their coming-out processes. 

“Being nominated for QYLA has definitely been an honor, to say the least,” Trageser says. “It’s made me feel validated about the work I’ve done to make my peers in the queer community feel safe. I don’t want to say that the stereotype of gay people in theater is true, but being in theater has provided me with so many amazing opportunities to support the community.”

The Queer Youth Leadership Awards happens May 13, 5:30-8:30pm. New Brighton Middle School Performing Arts Center, 250 Washburn St., Capitola. $25-$125 (sliding scale) qyla.org

Rob Brezsny’s Astrology: May 10-16

ARIES (March 21-April 19): All of us are always telling ourselves stories—in essence, making movies in our minds. We are the producer, the director, the special effects team, the voice-over narrator and all the actors in these inner dramas. Are their themes repetitious and negative or creative and life-affirming? The coming weeks will be a favorable time to work on emphasizing the latter. If the tales unfolding in your imagination are veering off in a direction that provokes anxiety, reassert your directorial authority. Firmly and playfully reroute them so they uplift and enchant you.

TAURUS (April 20-May 20): A famous football coach once said his main method was to manipulate, coax, and even bully his players into doing things they didn’t like to do. Why? So they could build their toughness and willpower, making it more likely they would accomplish formidable feats. While this may be an approach that works for some tasks, it’s not right for many others. Here’s a further nuance: The grind-it-out-doing-unpleasant-things may be apt for certain phases of a journey to success, but not for other phases. Here’s the good news, Taurus: For now, you have mostly completed doing what you don’t love to do. In the coming weeks, your freedom to focus on doing fun things will expand dramatically.

GEMINI (May 21-June 20): Most of us have an area of our lives where futility is a primary emotion. This may be a once-exciting dream that never got much traction. It could be a skill we possess that we’ve never found a satisfying way to express. The epicenter of our futility could be a relationship that has never lived up to its promise or a potential we haven’t been able to ripen. Wherever this sense of fruitlessness resides in your own life, Gemini, I have an interesting prediction: During the next 12 months, you will either finally garner some meaningful fulfillment through it or else find a way to outgrow it.

CANCER (June 21-July 22): Many of us Cancerians have high levels of perseverance. Our resoluteness and doggedness may be uncanny. But we often practice these subtle superpowers with such sensitive grace that they’re virtually invisible to casual observers. We appear modest and gentle, not fierce and driven. For instance, this is the first time I have bragged about the fact that I have composed over 2,000 consecutive horoscope columns without ever missing a deadline. Anyway, my fellow Crabs, I have a really good feeling about how much grit and determination you will be able to marshal in the coming months. You may break your own personal records for tenacity.

LEO (July 23-Aug. 22): Why do migrating geese fly in a V formation? For one thing, it conserves their energy. Every bird except the leader enjoys a reduction in wind resistance. As the flight progresses, the geese take turns being the guide in front. Soaring along in this shape also seems to aid the birds’ communication and coordination. I suggest you consider making this scenario your inspiration, dear Leo. You are entering a phase when synergetic cooperation with others is even more important than usual. If you feel called to lead, be ready and willing to exert yourself—and be open to letting your associates serve as leaders. For extra credit: Do a web search for an image of migrating geese and keep it in a prominent place for the next four weeks.

VIRGO (Aug. 23-Sept. 22): I boldly predict that you will soon locate a missing magic key. Hooray! It hasn’t been easy. There has been luck involved, but your Virgo-style diligence and ingenuity has been crucial. I also predict that you will locate the door that the magic key will unlock. Now here’s my challenge: Please fulfill my two predictions no later than the solstice. To aid your search, meditate on this question: “What is the most important breakthrough for me to accomplish in the next six weeks?”

LIBRA (Sept. 23-Oct. 22): Losing something we value may make us sad. It can cause us to doubt ourselves and wonder if we have fallen out of favor with the Fates or are somehow being punished by God. I’ve experienced deflations and demoralizations like that on far more occasions than I want to remember. And yet, I have noticed that when these apparent misfortunes have happened, they have often opened up space for new possibilities that would not otherwise have come my way. They have emptied out a corner of my imagination that becomes receptive to a fresh dispensation. I predict such a development for you, Libra.

SCORPIO (Oct. 23-Nov. 21): Kissing is always a worthy way to spend your leisure time, but I foresee an even finer opportunity in the coming weeks: magnificent kissing sprees that spur you to explore previously unplumbed depths of wild tenderness. On a related theme, it’s always a wise self-blessing to experiment with rich new shades and tones of intimacy. But you are now eligible for an unusually profound excursion into these mysteries. Are you bold and free enough to glide further into the frontiers of fascinating togetherness?

SAGITTARIUS (Nov. 22-Dec. 21): Antonie van Leeuwenhoek (1632–1723) worked at a variety of jobs. He sold cloth. He was a land surveyor and bookkeeper. He managed the household affairs of his city’s sheriffs and he supervised the city’s wine imports and taxation. Oh, by the way, he also had a hobby on the side: lensmaking. This ultimately led to a spectacular outcome. Leeuwenhoek created the world’s first high-powered microscope and was instrumental in transforming microbiology into a scientific discipline. In accordance with astrological omens, I propose we make him your inspirational role model in the coming months, Sagittarius. What hobby or pastime or amusement could you turn into a central passion?

CAPRICORN (Dec. 22-Jan. 19): I wonder if you weren’t listened to attentively when you were a kid. And is it possible you weren’t hugged enough or consistently treated with the tender kindness you deserved and needed? I’m worried there weren’t enough adults who recognized your potential strengths and helped nurture them. But if you did indeed endure any of this mistreatment, dear Capricorn, I have good news. During the next 12 months, you will have unprecedented opportunities to overcome at least some of the neglect you experienced while young. Here’s the motto you can aspire to: “It’s never too late to have a fruitful childhood and creative adolescence.”

AQUARIUS (Jan. 20-Feb. 18): As I’ve explored the mysteries of healing my traumas and disturbances over the past 20 years, I’ve concluded that the single most effective healer I can work with is my own body. Expert health practitioners are crucial, too, but their work requires my body’s full, purposeful, collaborative engagement. The soft warm animal home I inhabit has great wisdom about what it needs and how to get what it needs and how to work with the help it receives from other healers. The key is to refine the art of listening to its counsel. It has taken me a while to learn its language, but I’m making good progress. Dear Aquarius, in the coming weeks, you can make great strides in developing such a robust relationship with your body.

PISCES (Feb. 19-March 20): Can we surmise what your life might be like as the expansive planet Jupiter rumbles through your astrological House of Connections and Communications during the coming months? I expect you will be even more articulate and persuasive than usual. Your ability to create new alliances and nurture old ones will be at a peak. By the way, the House of Communications and Connections is also the House of Education and Acumen. So I suspect you will learn a LOT during this time. It’s likely you will be brainier and more perceptive than ever before. Important advice: Call on your waxing intelligence to make you wiser as well as smarter.
Homework: What’s the most fun experiment you could try right now? newsletter.freewillastrology.com

Why Santa Cruz is a Place Like No Other

With apologies to Julie Andrews, a few of my favorite things (Google it, youngsters) converge for the 2023’s Summer Sustain Supper, the annual fundraiser for the Homeless Garden Project. 

HGP is one of those things. Their pioneering work equips those without shelter with the tools, safety and support to find their footing—while filling the area’s first organic CSA subscription boxes (!) and two gift shops with stylish handmade salves, teas, hand-dipped candles and cookie mixes (!!)—is something that I hope is replicated across the country, and has already started in Oregon.

The June 17 supper features a multicourse dinner by standout local chefs using produce grown steps away, with live music, wine and tours—Santa Cruz County Farm Bureau Executive Director Jess Brown emcees. 

Favorite thing #2 is Dick Peixoto of Lakeside Organic Gardens, head of the country’s largest family-owned-and-operated organic grower-shipper, who will deliver the supper’s keynote on sustainability. That will be grounded in his work out of Watsonville, where Lakeside tends 50-plus varieties year-round—more at homelessgardenproject.org

Also appearing in Watsonville: favorite thing #3, California Grill and Bar. That spot tucks all sorts of different favorite things within it—big-value country breakfasts, robust burgers, formidable artichoke-crab cakes, a solid happy hour—but the most transcendent element is that all of the produce on the menu is provided by Peixoto partner spot Lakeside Organic.

That means the eye-popping rundown of salads—like the Asian chicken salad, organic salmon salad, grilled skirt steak salad and shrimp Louie, a dozen all told—are delivered directly from the farm.

California Grill was voted Best Watsonville Restaurant in the 2023 edition of Best of Santa Cruz, on stands now—it deserves consideration for Best Salads, to. More at lakesideorganic.com and californiagrillrestaurant.com

HEADING NORTH

Two doses of progress brought by Northern California tastemakers, in ascending order of importance. One: The Outside Lands Music and Arts Festival at San Francisco’s Golden Gate Park (favorite things alert!) will bring a lot of on-stage action to its 15th edition with headliners Kendrick Lamar, Foo Fighters and Odesza. It will also unload its largest-ever restaurant lineup. The food scene last year was a festival unto itself. I can’t wait to see what unfolds this year. Two: A newly formed union at an Oakland Trader Joe’s on the border of Berkeley was certified by the National Labor Relations Board after employees at the store last month became the first in the chain to unionize in California (employee empowerment = a favorite thing).


BOOK IT

Nancy Singleton Hachisu appears at 7pm Tuesday, May 16, at Bookshop Santa Cruz (favorite thing ding ding!) to discuss her new book. The event is free, but registration is recommended at bookshopsantacruz.com. Bonus point if you guessed that Japanese vegetarian food is one of my favorite things. (*Sang in Julie Andrews voice*) Then I don’t feel…so…bad.

Follow Mark C. Anderson at @MontereyMCA

Margins Wine’s 2021 Rugged Heart Beats Boldly

Megan Bell, owner and winemaker of Margins Wine, has made a delicious red wine blend called Rugged Heart. She sources grapes from vineyards on the “margins” and always describes how each wine came about.

In 2017, she came across vineyards being farmed by Larry Makjavich, which eventually led to forming a team with him, and she has since bought all of his fruit.
“No one had ever made wines commercially from this site before,” Bell says. 

The 2021 Santa Cruz Mountains Rugged Heart ($30) is an intricate blend of 57% Cabernet Franc and 43% Merlot with flavorful notes of roses, red fruit and earth.

Bell discovered the phrase “rugged heart” when browsing an 1880s guide to Santa Cruz County. “It suggested that the extreme landscape and diverse coastal and mountain microclimates were well suited only to travelers with “rugged hearts,” Bell says. She loved the name and chose it for this wine.

Right now, Bell is doing special packs of three or four bottles. marginswine.com

SEA ROOT

My husband and I often stop for dinner at Sea Root, a splendid restaurant in the Hyatt Regency Monterey Hotel & Spa. The food is always marvelous, and the dining room has an expansive view of the hotel’s golf course. Sparkling Rosé from Folktale Winery in Carmel Valley was a delicious pairing with my entrée of superbly prepared salmon with an unusual and delicious side of black beans. My husband’s grilled flat-iron steak met his expectations!

Sea Root at Hyatt Regency Monterey Hotel and Spa, 1 Old Golf Course Road, Monterey, 831-372-1234.

Persephone Delivers the Diverse Culinary Landscape of the Region

Cori Goudge-Ayer credits Cabrillo College’s culinary program for igniting her passion for food and cooking. Goudge-Ayer went on to attend the California Culinary Academy before returning to Santa Cruz and opening Persephone in 2016. She says her cuisine showcases the region’s diverse bounty.
The parmesan budino, a savory custard paired with seasonal veggies, is a signature appetizer, and the truffle pasta with artisanal cheese sauce is beloved. Another consistent hit is the chicken with seasonal stuffing: lemon, thyme and ricotta. For dessert, diners gravitate to the panna cotta featuring a rotating roster of fruit accompaniments—the chocolate gelato and sorbet trio are also go-tos.
Hours are Wednesday-Saturday, 5-8:30pm for indoor and outdoor dining—the monthly winemaker dinners are highly recommended. GT asked Goudge-Ayer to expound on the philosophies behind Persephone. 

Why is presentation important to you?

CORI GOUDGE-AYER: Because we eat with our eyes first. It’s also a creative outlet for me; I look at food as my medium, just like an artist would with paint, and treat the edge of the plate as my frame. Monet, along with my mom, have been major sources of my artistic inspiration. I like making art that you can eat. 

What inspires you about using local, seasonal ingredients?

When you get food at the peak of ripeness, the flavors are incomparable. Growing up here, we are so lucky to have such a bountiful cornucopia of local ingredients. We have access to farms for produce and meat and the ocean for seafood. The sense of community that this engenders comes through in the food. I love knowing where my food comes from and having direct input from the farmers on what is planted. Sustainability is also important to me.

Persephone, 7945 Soquel Drive, Aptos, 831-612-6511; persephonerestaurant.com

Santa Cruz County Budget Deficit Looms

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This year’s budget comes amid a projected economic recession and in an era of slowed economic growth. It also predicts a grim future, with a budget deficit exceeding $10 million by 2028.

The Santa Cruz County Board of Supervisors on Tuesday will hear an in-depth presentation of the county’s 2023-24 proposed budget, which totals $1.04 billion and includes a balanced $731.5 million general fund.

From the recent disaster response alone, the county is facing $2 million in unexpected costs. At the same time, the county experienced a $2.6 million drop in sales and cannabis tax revenue and has $300 million in deferred maintenance on the county’s facilities and roads.

One ray of hope is the continued low unemployment rates, a possible indicator the downturn could be milder than expected.

But the county also has numerous expenditures forecasted, with projects like the new South County Government Center in Watsonville, improvements at Juvenile Hall and a new Children’s Crisis Stabilization Center.

The county is also facing a $12 million increase in salaries and benefits for existing positions and plans to add roughly 21 new positions to the rosters.

Fully reopening Simpkins Family Swim Center will add to costs, as will completing the Live Oak Library and Aptos libraries, and completing a new DNA laboratory to reduce case processing times.

Worse, a meager 0.4% revenue growth spurred by the lagging economy and changes in retail shopping will pose additional financial challenges. 

Tuesday’s talk will serve as the precursor to financial presentations by every county department beginning on May 30.

2023-24 Proposed Budget Hearings happen on May 9, 30 and 31 at 9am, and June 13 at 1:30pm at the Santa Cruz County Government Building (Board Chambers), 701 Ocean St., Santa Cruz. santacruzcounty.us/VisionSantaCruz/Budget.aspx

Hundreds Show Up for Trash Talkers Cleanup

Last weekend, nearly a hundred students gathered to participate in a campus cleanup at UCSC organized by Trash Talkers, a new Santa Cruz County environmental initiative, in tandem with UCSC’s Sustainability Office and the campus maintenance department.

The event gave a glimpse into what the future of community beautification might look like.

According to organizer Sally-Christine Rodgers, the Trash Talkers coalition, which includes various county organizations and public servants, aims to make Santa Cruz the cleanest county in California.

Their focus is on litter abatement and curbing illegal dumping in the area. Volunteers have participated in various cleanups, including efforts to help flood victims in South County by removing debris from their residences.

Trash Talkers recognizes the importance of engaging with local youth and uses technology as a bridge to reach them. The UCSC cleanup brought together a new generation of environmentalists through a phone app called PishPosh, the “first app to crowdsource urban cleanup and reward those who participate.”

The PishPosh motto: “You can get fined for littering, but you can’t get rewarded for picking up? Nonsense.”

PishPosh CEO Jake Curreri was on hand to demo his new community service app, which seeks to revolutionize how community cleanups are organized.

The San Diego-based company launched in the fall of 2022 and hopes to zero in on Gen Z‘s tech affinity, incentivizing environmental stewardship.

“These are highly passionate people,” Curreri says. “Gen Z can change the perspective on community service.”

PishPosh users log their time on the app and accrue points for every minute they serve. The points can then be used to enter raffles and win prizes from corporate and nonprofit sponsors. A trip to Mexico was the prize for the UCSC event’s raffle.

According to Curreri, the app only focuses on serving coastal cities for now.

Main Beach and Seabright Beach are listed as future PishPosh cleanup sites. 

Best of Santa Cruz County 2023

Last year’s Best of Santa Cruz County was a testament to perseverance. Following two years of pandemic-induced hardships and uncertainty, the community came out of lockdown with a newfound commitment to support all things local. People rallied around the businesses they love and consciously kept money here in the county instead of giving it to Amazon. 

This year, the region has been tested yet again, with an onslaught of devastating storms causing destruction countywide. Yes, several old and new businesses shuttered due to unavoidable circumstances that began to hit over three years ago. But resilience has kept doors open to many favorite spots, from Capitola and the Santa Cruz Mountains to the Westside and south county. 

Mandatory evacuations were ordered, and floodwaters hit hard. Yet, our readers still showed their unwavering support for the community, demonstrated by the thousands of votes we received from residents—longtime and those new to the area—showing appreciation for all the people, places and things they hold near and dear. 

Santa Cruz County’s heart still beats strong, and, as you’ll read in our Editor’s Picks section, which includes “Best Sounding Horn,” “Best Addams Family Dive Bar” and “Best Place to Switch Up Your Coffee Order,” this slice of Central Coast paradise will always be the perfect amount of weird. Enjoy reading our 2023 issue of Best of Santa Cruz County.

ADAM JOSEPH | EDITOR-IN-CHIEF

Best of Santa Cruz County 2023: SHOPPING & SERVICES 

Adult Store

Camouflage 
1329 Pacific Ave., Santa Cruz,
423-7613, shop-camouflage.com

RUNNERS-UP Frenchy’s, Good Vibrations

Alternative Health Services

Santa Cruz Core  
317 Potrero St., Ste. C, Santa Cruz,
425-9500, santacruzcore.com

RUNNERS-UP Brandon Reynolds, CMT – Live Once Live Well: Myofascial Release, Santa Cruz Integrative Medicine 

Antiques

Center Street Antiques
3010 Center St., Soquel, 
477-9211, centerstreetantiques.com

RUNNERS-UP A Painted Cottage, Attilia’s Antiques 

Arts and Crafts

Lenz Arts
142 River St., Santa Cruz,
423-1935, lenzarts.com

RUNNERS-UP Beverly’s Fabrics & Crafts, Palace Art & Office Supply

Auto Dealer 

Chevrolet of Watsonville
490 Auto Center Drive, Watsonville,
536-4002, chevroletofwatsonville.com

RUNNERS-UP Subaru of Santa Cruz, Santa Cruz Toyota

Auto Dealer
(pre-owned)

The Argus Company
905 Water St., Santa Cruz,
457-1900, thearguscompany.com

RUNNERS-UP Santa Cruz Motors, Ocean Honda

Auto Repair

Chevrolet of Watsonville
490 Auto Center Drive, Watsonville,
536-4002, chevroletofwatsonville.com

RUNNERS-UP Glenn’s Auto Repair, Specialized Auto

Bank (local non-credit union)

Santa Cruz County Bank 
7775 Soquel Drive, Aptos, 662-6000;
819 Bay Ave., Capitola, 464-5300;
75 River St., Santa Cruz, 457-5000;
2020 North Pacific Ave., Santa Cruz, 600-4000; 
4604 Scotts Valley Drive, # 10, Scotts Valley, 461-5000;
595 Auto Center Drive, Watsonville, 761-7600;
sccountybank.com

Bank (credit union)

Bay Federal Credit Union
3333 Clares St., Capitola;
48 Rancho Del Mar, Aptos;
2028 Freedom Blvd., Freedom;
420 River St., Santa Cruz;
255 Mount Hermon Road, Scotts Valley;
1481 Main St., Watsonville;
479-6000, bayfed.com

RUNNER-UP Santa Cruz Community Credit Union

Barbershop

Guido’s Barbershop 
527 Seabright Ave., Santa Cruz,
535-9509, instagram.com/guidosbarbershop

RUNNERS-UP Montgomery’s, Hairy Chair Barbers

Blinds/Shades

Interior Vision Flooring & Design
2800 Daubenbiss Ave., Soquel,
293-7237, interiorvision.biz

RUNNERS-UP Advanced Blinds and Shades, McCarty’s

Boat Tour

O’Neill Yacht Charters
L Dock, 275 Lake Ave., Santa Cruz,
818-3645, oneillyachtcharters.com

RUNNERS-UP Chardonnay Sailing Charters, Stagnaro’s Fishing Trips

Bookshop (new)

Bookshop Santa Cruz 
1520 Pacific Ave., Santa Cruz,
423-0900, bookshopsantacruz.com

RUNNER-UP Two Birds Books

Bookshop (used)

Bookshop Santa Cruz 
1520 Pacific Ave., Santa Cruz, 
423-0900, bookshopsantacruz.com

RUNNER-UP Two Birds Books, Bad Animal  

Butcher

Shopper’s Corner 
622 Soquel Ave., Santa Cruz, 
423-1398, shopperscorner.com

RUNNERS-UP El Salchichero, Point Butcher Shop

Car Wash

Whalers Car Wash 
2001 Soquel Ave., Santa Cruz, 
423-0676, whalerscarwash.com

RUNNERS-UP Cruz Car Wash, Splash 

Carpet Cleaning

Connoisseur Carpet Cleaning
476-9721, santacruzclean.com

RUNNERS-UP Aptos Carpet & Upholstery Cleaning, Santa Cruz Carpet Cleaners

Children’s Day Care

Simcha Preschool
3055 Porter Gulch Road, Aptos,
479-3449, simchapreschool.org

RUNNERS-UP Happy Days Children’s Learning Center, Neighborhood Childcare Center

Computer Repair

Click Away 
303 Potrero St., Santa Cruz,
420-1200, clickaway.com

RUNNERS-UP Pleasure Point Computers, Blue Screen Computers 

Consignment Clothing

Jet Set Bohemian
1211 Soquel Ave., Santa Cruz,
515-7275, jetsetbohemian.com

RUNNER-UP The Closet Shopper, Crossroads Trading Co. 

Contractor

Ed Oreb & Sons Construction
1764 Lotman Drive, Santa Cruz,
479-3691

RUNNERS-UP Testorff Construction, Jason Graham 

Crystals/Rocks/Stones

Mountain Spirit  
6299 Hwy 9, Felton,
335-7700, mountainspiritstore.com 

RUNNERS-UP World of Stones and Mystics, Serpent’s Kiss 

Custom Framing

Lenz Arts
142 River St., Santa Cruz,
423-1935, lenzarts.com

RUNNERS-UP York Framing Gallery, Frame Circus

Dry Cleaners

Master Cleaners 
2660 41st Ave., Soquel,
476-4589

RUNNERS-UP Vapor Cleaners, Almar Dry Cleaners

Eyewear

Eye Q Optometry 
1101 Pacific Ave., Santa Cruz,
466-3937, eyeqsantacruz.com

RUNNERS-UP Plaza Lane Optometry, Spex

Fabric

Hart’s Fabrics
1620 Seabright Ave., Santa Cruz,
423-5434, hartsfabric.com

RUNNER-UP Beverly’s Fabrics & Crafts

Feed Store

Aptos Feed & Pet Supply
7765 Soquel Drive, Ste. C, Aptos,
685-3333, facebook.com/aptosfeedandpetsupply

RUNNERS-UP Scotts Valley Feed, Westside Farm and Feed

Financial Planner

Alison McClure-Ohana Wealth Management
2901 Park Ave., Ste. B1, Soquel,
216-5519, ohanawealthmanagement.net

RUNNERS-UP Cheryl Rebottaro, Rachel Wedeen – Morgan Stanley

Flooring

Interior Vision Flooring & Design
2800 Daubenbiss Ave., Soquel,
293-7237

RUNNERS-UP Bay Area Flooring, Samaya Flooring

Flower Shop

The Flower Shack
614 S. Branciforte Ave., Santa Cruz,
423-3877, flowershacksc.com

RUNNERS-UP Ace’s Flowers, Wild Banksia 

Furniture

SC41 Furniture
2701 41st Ave., Soquel,
464-2228, sc41.com

RUNNERS-UP Natural Selection Furniture, Couch Potato Discount Sofa Warehouse  

Garden Supply/Nursery 

San Lorenzo Garden Center
235 River St., Santa Cruz,
423-0223, sanlorenzolumber.com/garden-center

RUNNERS-UP Dig Gardens, The Garden Company Nursery & Gift Shop

Gift Shop

Zinnia’s Gift Boutique
219 Mount Hermon Road, C, Scotts Valley,
430-9466, zinniasgiftboutique.com

RUNNERS-UP Home/Work, Outside In

Green Business

Shopper’s Corner
622 Soquel Ave., Santa Cruz,
423-1398, shopperscorner.com

RUNNERS-UP Ethos, Staff of Life

Grocery Store (local)

Shopper’s Corner
622 Soquel Ave., Santa Cruz,
423-1398, shopperscorner.com

RUNNERS-UP Staff of Life, New Leaf Community Markets – Aptos

Grocery Store (natural)

Staff of Life
1266 Soquel Ave., Santa Cruz, 423-8632;
906 E. Lake Ave., Watsonville, 726-0240;
staffoflifemarket.com 

RUNNERS-UP Shopper’s Corner, New Leaf Community Markets

Hair Salon

The Nook
920 Soquel Ave., Santa Cruz,
295-6233

RUNNERS-UP Evolve, Lavish Salon 

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