I want to thank, and commend, your 50th anniversary issue. There are a number of ways you could have gone about that, but the way you chose to do it showed how you put community first, which is why you endure in the hearts of Santa Cruz. Fifty years is a big deal, and to see these many places that we know and love honored, and our history showcased, was a special gift to us all.
Barney Doherty | Aptos
BATTERY DANGER
I wonder if you are aware that there are plans to install three industrial-sized lithium battery energy storage facilities (BESS) in Santa Cruz County. One by Dominican Hospital, one by Aptos High School and one in Watsonville at 90 Minto Road next to College Lake.
Many may be hearing about these plans for the first time because the county is implementing them quietly, just like how Vistra’s Moss Landing lithium battery energy storage facility went in, which most of us didn’t even know existed until it caught fire in January of this year and reignited in February.
What we do know for sure is that once lithium batteries catch on fire, you can’t put them out! You have to let them burn! The fires create poison gases and highly toxic microparticles that contaminate homes, schools, parks, lakes and farmland.
So my question to you is—do you want these toxic lithium battery facilities in your neighborhoods where your kids play and go to school and where your food grows?
If you answered no—for more information please attend a public meeting on July 17 at the Simpkins Family Swim Center, Live Oak Annex Room A, from 6:30 to 8:30pm. You can also find information on the website stoplithiumbessinsantacruz.org.
Polly Hormel | Santa Cruz
NO SPILLS
I have lived in the San Lorenzo Valley for 70 years and I thought it was important to let you know that before Monty bought the Log Cabin it was previously named George’s Log Cabin after its owner George Grazioni. George had cerebral palsy but in spite of his palsy, he could pour a shot to the very top of the glass so that it crowned, without spilling a drop! If you could get it to your mouth without spilling a drop it was on the house; if not, you paid! Most of us had to pay but we couldn’t resist the challenge, plus he got such a kick out of our attempts! He was quite the character!
Juanita Harren Nama
MORE TRAIN THOUGHTS
How can you be so willfully ignorant? You know nothing about methodology for projecting ridership 20 years in the future. FORT has never said or implied that the rail and trail project will reduce taxes, or that the O&M costs will be insignificant.
According to the HDR projection, they will certainly be less than Metro’s O&M costs, though. It’s abysmally stupid to speak of “ROI” in a public works project. The concept or “return on investment “ simply doesn’t apply in the public sector.
Picking at details like the number of stations and “feeder lanes,” whatever that means, is laughable.
There is no rail service planned to Davenport. It’s Watsonville to Santa Cruz. There was no RTC estimate made in 2022. That’s a bogus claim. The “unknown costs” part of the HDR’s extreme worst-case scenario estimate is an artificial contingency factor, standard practice in estimating costs of major transportation projects at the early conceptual stage—it’s not a realistic cost factor.
All engineering details are as yet unknown, and major design decisions are yet to be made. There is no schedule for completion, and no budget proposed yet. The project is still in a very preliminary concept design stage. The RTC principal planner for RTC told me he thinks the project could be completed 15 years from now.
The 2045 date for the O&M cost estimates assumes that the project will have been in operation for at least five years by that time, and ridership patterns will have been stabilized. Your comments are non-serious, and are merely spurious objections meant to bolster your preconceived opposition to public transportation.
Weller James
JONES & BONES
Terrific edition! We bought our beach house in Capitola in 2016 and spend many weekends in Santa Cruz but this opened our eyes to many unknown places to enjoy. The only 40-plus store you may have missed is Jones & Bones, the amazing gift store in Capitola.
The Santa Cruz County Board of Supervisors has approved an express building permitting process with a potential walk-up desk after years of complaints from local residents and builders.
The supervisors agreed with the findings of a Grand Jury report released June 23, detailing the active process as “costly, time-consuming, and exasperating.” They will work to create a system that offers more in-person help, a smoother online platform, and an efficient process, especially for those with smaller projects in unincorporated areas of the county.
The report outlined the repercussions the active permitting process had on local disasters, such as those affected by the 2020 CZU fires. The disaster’s fallout birthed a flood of building permits, leaving homeowners stranded in a maze of inefficiency, the report said
The city has worked alongside the business consulting firm Baker Tilly, which is conducting an organized assessment of the active permitting process. This includes interviews with employees and customers, reviewing operational data, and further research on the previous procedures.
Supervisor Manu Koenig described the end goal as another way to consider housing growth.
“We heard from the consultant that the planning department has a culture of no,” said Koenig. “And often is looking for ways to extend permitting, preventing people from building.”
He mentioned two fundamental shifts for the department that combat the long, grueling reviewing process. The first is, as he describes it, “multiple bites out of the apple.”
“Rather than reviewing an application, they will provide new feedback on the first round, second, or third that pushes applications through endless rounds of review adding time and cost to homeowners, which often reflects on the cost of housing,” Koenig said.
The board also addressed the requirement that all plan review comments be cited by county code rather than an arbitrary system, ensuring the law is behind decisions.
Koenig described the transition from large-scale to small-scale projects as “leveling the playing field” to ensure that it would be easier to understand, cheaper, and less time-consuming, so that more people could add housing incrementally.
“One thing we are trying to do in the planning department is to make it easier to add middle housing,” said Koenig, “ it’s essential to ensure that Santa Cruz is a multi-generational community for me.”
Furthermore, Koenig envisioned a planning department offering customer feedback, ensuring local homeowners that the county is on their side, and an efficient permitting process for cost and time.
County staff will execute a work plan for the latest procedure, using Baker Tilly’s findings. The board has until August 22 to give the Grand Jury a formal response.
Some of the Grand Jury’s recommendations included:
*Supervisors should have staff review best practices from other jurisdictions and then select strategies that will reduce costs and delays in our county’s Permitting Services by January 1, 2026.
*Supervisors should direct staff to adopt software that removes barriers to applicants and is comprehensive to all departments. The software should flag any permits that have been unaddressed for longer than two weeks to avoid application delays.
*Santa Cruz County should develop a plan to educate the population about different permit types to reduce illegal builds through staff participation in community events, newspaper articles and/or other Unified Permit Center media involvements.
*Santa Cruz County should establish a walk-up front desk service four hours per workday to assist homeowners, non-building professionals and small contractors navigate the permit process.
*Santa Cruz County should reconvene the Building and Fire Code Appeals Board, populated by seasoned building professionals, to adjudicate permit disputes quickly, publicly, and professionally, and with less cost.
*Santa Cruz County should direct the Building Department and any other relevant departments to review the State code parameters that allow county adjustments for building permit fees and find the least-cost, least-delay alternative. Anything that can be free should be free.
*The County of Santa Cruz should separate the Ombudsman duties from Manager of Unified Permit Center resulting in two separate positions: a full-time, dedicated Ombudsman and a full-time Manager.
California State Parks has released a plan to rebuild campgrounds and ease access to Big Basin Redwoods State Park, the oldest state park in California.
Nearly five years on from the CZU Lightning Complex Fire, which torched over 90% of the park and destroyed more than 900 homes in the area, the plan will guide the rebuilding of all park campgrounds, day-use parking, park operation facilities and park access, including visitor centers and shuttle systems to bring visitors into the old-growth redwood forest.
“Big Basin Redwoods State Park holds a special place in all of our hearts,” said California State Parks Director Armando Quintero in a press release June 17. “We’re dedicated to restoring public access to this iconic park after the devastating 2020 CZU Fire. This project summary reflects the plans to reimagine the park in a way that is focused on the health of the old-growth forest and providing inclusive, welcoming access for all future visitors to experience the beauty and wonder of the Santa Cruz Mountains.”
Under the “draft project summary” of the Facilities Management Plan, now available for online viewing, the state agency says it will develop the former park headquarters as an ecologically sensitive hub for day use (with fewer paving and buildings than before) and rebuild campgrounds on the edges of the old growth forest (though some campsites within sensitive old growth areas—Blooms Creek, Sempervirens and Wastahi—would be removed).
A new park entrance would be created at the Saddle Mountain location, with parking available for those who want to take a 15-minute shuttle ride (available year-round on weekends) into the old-growth core. Officials said they want to focus on group recreation and indigenous land stewardship at the Little Basin area of the park.
Following last week’s announcement, locals say they are thrilled to see the progress being made to bring the public recreation gem back to full health.
“It’s where the big trees are,” said Jason Fisk, a 55-year-old Boulder Creek artist and carver, outside Joe’s Bar. “It’s just a cool place to go hiking.”
Fisk said it’s heartening to see the administrative side of things start to bloom, just as the natural world has sprung back to life.
“It looked like hell, kinda,” he said, referring to the charred landscape left by the lightning-sparked inferno—and how greenery has returned. “The redwood trees, they sprout out.”
Now, he noted, visitors can do the loop up Big Basin Highway, through the park, and back down Highway 9 if they want (it was blocked off before).
“It was really sad, you know what I mean?” he said of the fire damage. “But you know, Mother Nature grows back quick. If you go up there now, it will blow your mind.”
Gundula Sartor, who lives on Big Basin Highway at the Boulder Creek Country Club, remembers the lightning storm and the blood red skies above the state park that followed.
“It was insane,” Sartor said.
She’d been primed for what to do in such a situation, because she’d been living in San Bruno when the PG&E pipeline explosion occurred in 2010, injuring dozens and killing eight people.
But while humans weren’t responsible for causing the CZU Fire that ravaged Big Basin, the bureaucratic morass that Santa Cruz County victims have had to fight their way through in the aftermath continues to drag out the tragedy, Sartor added.
“Honestly, the people that actually lost their homes I feel really badly for. It took so long for them to get a permit,” she said. “They could have given them easily. Santa Cruz County really was not friendly about the situation at all. My friends were crying. The pain in their face was horrible.”
And, she added, it seemed to her like some took advantage of fire victims by increasing their prices.
“It was a money-making business,” she said. “One of my friends had good insurance on his house, and he still had to pay over $350,000 just to rebuild.”
Sartor said she’s been up to Big Basin State Park since the CZU Fire, and couldn’t help but notice the environment has been revitalizing itself.
“It was completely different, but beautiful at the same time,” she said, noting she spied “ladybugs and things I never saw there before—it just had a different beauty after the fire.”
During the interview, firefighters were battling a small wildfire over in San Jose.
Sartor said it’s important to remember that something like the CZU Fire could happen again.
“We’re on our toes here, worrying about another fire,” she said. “It can happen again this summer.”
The public is invited to a webinar about the new parks plan on July 10. For more information, visit reimaginingbigbasin.org.
This year marks 50 trips around the sun for Good Times, a milestone reached despite many changes in the marketplace. And as we contemplated those decades, we got curious about how many other Santa Cruz County businesses had endured longer than half a century. Turns out the answer is…a lot. And many of those have been around a lot longer.
The more we looked, the more businesses we found. Some are still owned by the same family; others have new stewards who have kept the name and continue to serve the community in the same ways.
Seen in aggregate, these companies tell the story of Santa Cruz, with close to 100 entries on what we hope will be a living document—plus a short list of businesses that are still in their 40s. And we know there inevitably will be oversights, so you have additions to suggest, please drop us a line at ed****@go*******.sc.
Martinelli’s (1868)
Two Swiss émigrés found themselves in the Pajaro Valley right before the Civil War; they Americanized their first names to Stephen and Louis but kept the Martinelli surname. It’s a name that still persists, thanks to brother Stephen launching S. Martinelli & Company to distribute his bottled fermented hard cider. The arrival of Prohibition led to cider that still sparkled, but sans alcohol—a product that so dominated the company that by 1977 there was no longer room for hard cider production—though it returned briefly to commemorate Martinelli’s 150th anniversary. (Sharan Street)
735 W. Beach St., Watsonville. 831-768-3938. martinellis.com
The Redroom (1877)
The date above represents the age of the Santa Cruz Hotel, one of the oldest buildings in town. But more to the point in the Redroom’s history is John Righetti, one of the first wave of Santa Cruz surfers, who tended bar there in the late 1960s into the ’80s. (In fact, he even owned the business at one point, purchasing it sometime after World War II, and his sister made the raviolis for those incredible Italian family-style dinners served in the main downstairs dining room.) Countless changes to the old road house have left a divvied-up configuration of three establishments. The cocktail lounge downstairs still offers liquid comfort to a diehard army of stalwarts for whom tobacco and alcohol are mother’s milk. Hard to find time warps like this. Decades of catering to semi-legal cravings. (CW)
1003 Cedar St., Santa Cruz
Horsnyder Pharmacy (1884)
From hospital beds to orthotics, from dermatitis lotion to yoga mats, the durable medical supply pharmacy started by one Dr. Horsnyder one year before the Statue of Liberty was erected has given soothing comfort to generations of Santa Cruz families. Just take a seat and let the staff take charge. Old Spice cologne, KY jelly, toe separators, blood pressure monitors, rolling walkers, Vitamin E, hearing aid batteries, protein powder, patchouli oil, Tums, and those squeezy balls you need to strengthen your grip. Horsnyder has it. Just as they have for almost 150 years. (Christina Waters)
This Watsonville-based company is part of the bedrock of Santa Cruz County. You can’t build a city without cement, and on Feb. 14, 1900, A.R. Wilson and a small group of investors formed Granite Rock Company after acquiring the Logan quarry near Aromas. From Monterey to San Francisco, it remains a top supplier of concrete, asphalt and other building materials and also has its hand in pretty much anything one can think of that involves construction, including logistics, transportation, pavement recycling, and creating products made locally from recycled materials. (SS)
If you’re a vintage Santa Cruzan, chances are your parents or grandparents spent their high school prom or romantic date nights in this unique property with a creek running right through the middle of the dining room. Originally a log cabin (on the site of a 19th-century sawmill) that gave city slickers a place to rest on their way to the big trees of Big Basin, this place defined “hideaway.” The Brookdale Lodge name only dates back to 1924, when the iconic dining hall—the one with the creek running through it—was built. At one time the facility boasted swimming pools, a dance hall, tennis courts, a wedding chapel and celebrities like Mae West, Rita Hayworth, even president Herbert Hoover. Two words—novelty and rustic—continue to define this time capsule that has been celebrated, burned down, risen again and continues to give adventurous guests something to write home about. Snuggled in the dense redwoods on curvy Highway 9, Brookdale Lodge is a getaway as imagined by David Lynch. (CW)
ALL ABOUT BERRIES Driscoll’s mascots at a community event. Photo by Tarmo Hannula
Driscoll’s (1904)
Though it originally came into being under the name Banner Berry Farm, this company was cofounded by a Driscoll. Ed Reiter and Dick Driscoll II—scions of farm families that had been in Watsonville since the late 1800s—began selling the Banner strawberry variety. When it fell victim to a viral infection, the company focused on what would become its true strength: breeding new berry varieties. Since the late ’80s Driscoll’s has diversified beyond strawberries, producing proprietary plants that are cultivated by a network of independent growers largely in California but also in fields as far-flung as Mexico and Florida. (SS)
Though John Lindberg has owned this San Lorenzo Valley business only since 2018, its history stretches back much further. Max Murray, the owner for 40-plus years, sold it in 1973 to Bob Locatelli, a pharmacist and also a member of a family whose history in the San Lorenzo Valley began in 1896, when Italian immigrant Giuseppe Locatelli settled in Boulder Creek. The current building is not the original site, says office manager Angela Sanchez-Sutcliffe, noting it used to be a Sprouse-Reitz. Old-timer points for those who remember this chain of five-and-dime stores. (SS)
Some may think if you’ve seen one card store, you’ve seen them all. Think again. Paper Vision is a ceiling-to-floor experience with an extremely well-curated array of knickknacks, unusual toys, classic posters, endless fun things to look at—and, of course, a wide palette of cards for every occasion. Originally opened in 1906, the year of the San Francisco earthquake, as Plaza Stationary, its name changed in 1976. When inside, look up. The unique pressed-metal ornamentation inlaid to the ceiling is 120 years old. Now look to your left. Yep. That’s a “Congratulations! You’re Divorced” card. (DNA)
SEASIDE ATTRACTION The Santa Cruz Beach Boardwalk. Photo: Tarmo Hannula
Santa Cruz Beach Boardwalk (1907)
Santa Cruz has had a world class amusement park since 1907, and it’s been managed by the Santa Cruz Seaside Company since 1915. Even Walt Disney came to Santa Cruz in 1963 to “study one of their rides.” Millions of people visit the Santa Cruz Beach Boardwalk every year. There’s a fee to park, but you are free to walk along the wooden boardwalk, buy cotton candy, play arcade games and soak in the atmosphere. It’s rare to find such a fun place to bring the family, on the ocean, often with free cinema classics, and bands on the beach. For the thrill seekers, the 101-year-old Giant Dipper roller coaster is one of the best in the country. Movie buffs can see where The Lost Boys and Us were filmed—and then dip their toes into the surf. (DNA)
A genuine local legend, Marini’s freshly made, hand-pulled salt water taffy made the ideal souvenir for visitors to Santa Cruz in the early 20th century. Since then Marini’s has expanded caramels, toffee, fudge, chocolates and more. Italian-born founder Victor Marini started with a popcorn stand at the Boardwalk before adding a family-run shop on the Santa Cruz Municipal Wharf. An outlet came to the Westside around 2015. Saltwater taffy from Marini’s is still synonymous with a visit to the beach, boardwalk and wharf. The flavors, like Proust’s madeleine, provide a quick trip back to your youth. (CW)
55 Municipal Wharf, Santa Cruz. 831-425-7341 332 Ingalls St., Santa Cruz. 831-423-0188. mariniscandies.com
GARDEN AND MORE Home decor at Alladin Nursery. Photo: Tarmo Hannula
Alladin Nursery (1919)
Four different owners have tended plants at this Watsonville landmark, beginning in 1919 with Niels Peter Jensen, a Danish immigrant. Ben and Dorothy Roth took over in 1946 and added a wholesale component to the business, which was taken over by their two sons in 1970. Current owner Gustavo Beyer came along in 2005 to keep up tradition—and add one of his own: the annual Christmas Open House, featuring live music, seasonal libations, and homemade pastries by Gustavo’s wife, Dora. (SS)
A.M. Locatelli opened the Italia Hotel back in 1919 as a boardinghouse for loggers and added a dining room in the ’20s. In 1955, after the Scopazzi family took over, the business became a bar and restaurant. Current owner Paul Violante purchased the restaurant in 1986 and kept the name. (SS)
In 1922, A.R. Wilson and John T. Porter of Graniterock set up Granite Construction as a separate subsidiary, installing Walter J. Wilkinson as the head of the new venture. More than a century later, Granite is one of the largest diversified construction and construction materials companies in the country. (SS)
Corporate headquarters: 585 W. Beach St., Watsonville. 831-724-1011. graniteconstruction.com
BRINGING FOOD TO MARKET Sambrailo Packaging plays a crucial role in getting produce to customers. PHOTO: Tarmo Hannula
Sambrailo Packaging (1923)
Charles Sambrailo got his start servicing apple growers in the Pajaro Valley, first nailing wooden crates together, then branching out to row crop boxes, berry baskets and trays. In 1987, Sambrailo supplied clamshell packaging for delicate berries, but now the company is looking forward to a more sustainable packing solution with ReadyCycle, made from recyclable unwaxed paperboard without adhesives, plastic or labels. (SS)
TIME PIECE Dell Williams, a fixture in downtown Santa Cruz. PHOTO: Tarmo Hannula
Dell Williams Jewelers (1927)
Hard to walk past those glittering display windows without pressing one’s nose to the glass and craving bling. Founded by the eponymous watchmaker, the full-service jewelers and gift emporium is still family run. Take your watch in and have a new battery or wrist band installed while you wait. Looking for a memorable anniversary gift? Dell Williams carries exquisite lead crystal stemware and sterling silver tea services. Your pearls need restringing? This is the place. All that glitters in this shop probably is made of gold. Birthstone rings, earrings, necklaces, and pendants, oh my. A shimmering Pacific Avenue institution that offers the last word in customer service. And they don’t mind if you just want to look. (CW)
THIRD GENERATION The Mehl family has been serving Santa Cruz County for almost a century. PHOTO: Tarmo Hannula
Mehl’s Colonial Chapel (1929)
After opening their first funeral home in Auburn, Calif., Carl and Anita Mehl bought the building that houses Mehl’s in 1929. For Anita, it was a move back home: she was born near the Pajaro Dunes in 1898. In 1948, son Jim became a partner and took over the business in 1977, after Carl passed away. In 1985, when Jim died, his children—Claudia, Ed and Dianne—decided to keep the business in the family, with Claudia as acting funeral director. (SS)
222 E. Lake Ave., Watsonville. 831-724-6371. mehlschapel.com
19th HOLE The view at Pasatiempo. PHOTO: Tarmo Hannula
Pasatiempo Golf Club (1929)
Golf and tennis champ Marion Hollins hired celebrated golf course designer Alister MacKenzie to design what was then, and remains, one of the most beautiful courses anywhere. Hollins, a celebrity and leader in emerging international women’s sports, was also a champion polo player. Her stately home was turned into a fine dining room, Hollins House, offering guests a stupendous view down the main fairway out toward the ocean as they sip their cocktails. Pasatiempo (“pastime”) opened in 1929 with golf legend Bobby Jones among the inaugural field of players. Surrounded by graceful homes, the course is one of the physical treasures of Santa Cruz, welcoming golfers or those merely in search of libation at the 19th hole. (CW)
20 Clubhouse Road, Santa Cruz. 831-459-9155. pasatiempo.com
Bargetto Winery (1933)
Standing the test of almost a century, and producing vintages better than ever, the family-owned Bargetto Winery still stands on North Main Street, at the edge of downtown Soquel. Native Italians Phillip and John Bargetto brought winemaking with them to San Francisco; with Prohibition looming, they closed their winery and moved south in 1917. The minute that Prohibition ended, the family got busy. The generations continued the award-winning work of making not only fog-loving varietals such as pinot noir, chardonnay and merlot but also dessert-style wines, including the popular line of meads. The family’s third generation (which includes Soquel Vineyards’ winemakers Peter and Paul Bargetto, grandsons of John) now runs the store, specializing in wines from the Estate Vineyard near Corralitos, and carrying on a stellar reputation as the oldest winery in continuous operation in the county. (CW)
3535 N. Main St., Soquel. 831-475-2258, ext. 14. bargetto.com
Brady’s Yacht Club (1933)
Brady’s got its liquor license the year that Prohibition ended, and it’s been a favorite of the drinking class ever since. Current owner Karen Madura—who also owns and operates the Jury Room and the Rush Inn—keeps one foot in the past by preserving its essence as a neighborhood watering hole while staying on trend with creative drink specials and bar fare (hot dogs, plus banh mi sandwiches on Mondays). “It’s really important to be able to go and sit down next to your neighbor and have face-to-face conversations,” she says, “where people get to go and be humans next to each other.” (SS)
Like any grande dame born in 1936, the Del Mar Theatre has had some work done. During its first four decades, the Del Mar was a flagship of the Golden State Theatre chain. Longtime locals will also remember some of the concerts held there, with artists as varied as Duke Ellington, Tom Waits, Emmylou Harris and the Tubes. The theater became a four-plex in 1978; by 1999 it was for sale, eyed as possible office space. A group of investors that included George Ow and Barry Swenson Builder collaborated with the owners of the Nickelodeon to save it. Though the much-loved Nickelodeon is gone, the Del Mar endures. Now a triplex, it’s owned by the city of Santa Cruz and operated by Landmark Theaters. (SS)
Due north, and up the mountain, is located a longtime, local, genuine hole-in-the-wall. Careful not to spook the horses tethered up outside. Monty’s Log Cabin started way back in 1936 as a trading post, then an Italian restaurant, and since the turn of the century, it has become an eclectic dive bar. Businesses spend a lot of money to be “authentic,” “unique” and have “ambience.” Monty’s has all that, plus bags of chips. Imagine if David Lynch and Quentin Tarantino opened up a bar—the clientele would be the same as Monty’s; actors, musicians, bikers, cowboys and locals who blend into the wooden walls. (DNA)
5755 Highway 9, Felton. 831-335-9969
San Lorenzo Lumber Company (1936)
Founded in 1936 by Santa Cruz Lumber Co. employees to provide building supplies through retail, San Lorenzo Lumber Company went through various ownership changes until its current Lumber and Home Center yard solidified. The genealogy is a who’s who of lumbering in the Santa Cruz Mountains. A wonderful legend has it that George Ley (whose progeny created today’s Redtree Properties) purchased the Felton Lumber Yard from Frederick Hihn in 1893 for one dollar. Ley turned that into the Santa Cruz Lumber Company, planing, milling and kiln-drying first-growth logs brought by rail from Pescadero Creek. The mill in Felton ceased operations in early 1970s and the Ley family leased the property to the Butcher brothers, owners of San Lorenzo Lumber Company. From the same lineage that gave the county Roaring Camp Railroads came the present-day purveyor of hardware, custom lumber and plywood, gardening supplies, plants, bulbs and Christmas trees. (CW)
235 River St., Santa Cruz. 831-426-1020 or 831-423-0223. sanlorenzolumber.com 2435 41st Ave., Soquel. 831-475-6100 5843 Graham Hill Road, Felton. 831-335-4423
Asti Cafe (1937)
In the beginning, 1937, it was The Asti, about as serious a saloon as the downtown had to offer. Sawdust floors and pinball machines provided the ambience. Two-fisted drinkers provided the tall tales. One of the area’s top dive bars, the Asti renamed itself Asti Cafe to attract a larger clientele—i.e., you could bring your girlfriend in for a cocktail. But of course the boilermaker scene is still alive and well. Very lively, very, on weekends what with the pool tables and drink specials. A visit here is a step back into depression-era history where desperadoes swapped lies over pitchers of beer. (CW)
715 Pacific Ave., Santa Cruz. 831-423-7337
DEEP ROOTS Gizdich Ranch continues to bear fruit. PHOTO: Tarmo Hannula
Gizdich Ranch (1937)
Such fun to head out into the fields to pick your own strawberries and olallieberries at the welcoming Watsonville headquarters of great pies and pastries. It was all started off by Vincent Gizdich Sr. who passed the berry and apple farm on to his son. The bakery was added 20 years later. Locals and tourists alike love visiting the ranch, as well as picking up pies, dumplings, shortcake and berries at favorite retail outlets in Santa Cruz. Superb fruit is the name of the game here, but a day at the ranch lets visitors enjoy getting up close with the delicate work of raising fine berries. (CW)
The fish market and dining room at the end of the Santa Cruz Municipal Wharf is named for the Italian settlers who brought fishing and fresh fish to the Wharf in the late 1800s. In the early 20th century the branching family tree spawned Stagnaro Brothers’ Fish Market, where many baby boomers and their parents ate their first shrimp cocktail out of little paper cups, as well as the restaurant at the end of the wharf where countless clam chowders and martinis have been consumed. (CW)
Started in 1938 by enterprising John Montanari, this independently owned grocery has held down the middle of the mountain hamlet of Boulder Creek for many decades. The next owner, Sam Lupo, remodeled and just about doubled the space during the 1970s, making sure the shelves expanded offerings into larger meat and deli offerings, as well as specialty foods. Fresh produce and fresh sandwiches make this place popular with picknickers and backpackers. Johnnie’s harks back to the days where every grocery, department and hardware store was family-owned and operated. Boulder Creek residents have stayed loyal to this friendly grocery in the heart of town, right where visitors turn off Highway 9 and head up Big Basin Highway to the historic redwood park. (CW)
Purchased by Bud Beauregard and Vincent Williams in 1940, Shopper’s has been a family-run institution since then. Winemaker son Jim took over from his father and continues to oversee the operation of this beloved institution. Walls of international wines (as well as a deep bench of local wineries), tequilas and gins add texture to this charming grocery, with original scrubbed wood floors and landmark signage. Since Jim’s recent retirement his winebuyer son Andre has operated every inch of the place. Fresh produce and a genuine butcher counter complete with the freshest catches of the day and skilled butchers happy to slice that Honey Ham paper-thin make Shopper’s a hit with the most discerning and finicky shoppers. You’ll see everybody you know there at least once a week. (CW)
LOCAL OWNERSHIP Ave Maria Memorial Chapel is once again family owned. PHOTO: Tarmo Hannula
Ave Maria Memorial Chapel (1941)
This site has been a funeral home since 1941, previously going under the names White’s Funeral Home and Davis Memorial. In 2012, native Watsonville resident Patrick Carroll bought the business, returning it to local ownership. Carroll’s family has provided funeral services locally since 1952 as owners of the Pajaro Valley Memorial Park cemetery on Hecker Pass Road. Now, his daughter and nephew are part of the business as well. (SS)
Santa Cruz’s Mystery Spot is not the only tourist trap built on the phenomenon of gravity seemingly defied, but it is the oldest such attraction, established by George Prather in 1941 and popularized by his son Bruce. The proud recipient of a California Historical Landmark plaque (No. 1055), its bumper stickers have traveled near and far. (Side note: Courtesy of the Online History Journal of Santa Cruz County, it’s possible to delve into the tale of Curious Canyon, a neighbor that offered serious competition when it opened in 1954.) (SS)
465 Mystery Spot Road, Santa Cruz. 831-423-8897. mysteryspot.com
Beauregard Vineyards (1945)
Though this winery technically was founded in 2000, the year after Ryan Beauregard made his first chardonnay, the Beauregard family has owned land in the Santa Cruz Mountains since 1945. In the late 1970s, Jim Beauregard started Felton Empire Winery—and got into the annals of wine-making history when he helped put together the application for the Ben Lomond Mountain AVA, federally recognized in 1987. Beauregard Ranch was replanted 20 years ago; in 2008 the company purchased the storied Bonny Doon Vineyard winery on Pine Flat. There’s much, much more history on the company website—enough to leave the reader craving a glass of red (or white). (SS)
For four generations, Big Creek Lumber has been an integral part of the Santa Cruz community. One would be hard pressed to find a company that has any kind of philosophy, but Big Creek Lumber states its belief in three things equally: “our family, our land, and our business.” Just out of WW2, the McCrary and Trumbo families pooled their fortunes, which consisted of $7,500 and war bonds, and repurposed used military equipment into a mill they nicknamed “The Termite.” Big Creek Lumber has a big family that extends into the community, and they are patrons of many Santa Cruz events. (DNA)
Returning home after World War II, Dave Ferrari decided to open a flower business downtown on Pacific Avenue, putting up a sign that read “Ferrari the Florist.” Though there’s not a Ferrari behind the wheel anymore, the business is still locally owned—purchased in 2016 by Brian and Marilyn Piazza. The couple had a longstanding connection with Ferrari, having used the florist for their own wedding 30 years prior to that. There have been changes over the years, including a new location in 2022. (SS)
The winery is named after the Hall family, which put down roots in the Santa Cruz Mountains in the 1880s but didn’t get into the wine business until the 1940s, when Chafee Hall planted the first vines. The winery was renamed Felton Empire after Chaffee retired; then, in 1987, John Schumacher and his family bought the site and revived the name, bent on continuing the tradition of producing wines that exemplify the Santa Cruz Mountains AVA, which it pours in its Felton tasting room—except on Tuesdays and Wednesdays. (SS)
Management might change hands, but the vibe at Henflings is the pinnacle of a local bar. There’s a chill hardcore environment, with frosty Budweisers awaiting one’s arrival. Frank Henfling opened up at a different spot, down the road, in 1931, but this intimate roadhouse has been next to the good folks at the Ben Lomond Fire department since 1946. To say Henflings provides a service to the beautiful mountain town of Ben Lomond is an understatement. Henflings is the only game in town, with music, dancing and free comedy every second and fourth Sunday at 9pm. (DNA)
Founder Earl Imlay called his chicken ranches and egg processing operation Better Egg Company—a reminder that Santa Cruz County could once crow about its poultry products. Sons Dennis and Ed got into the business in 1964 and continued the egg operations until 1980. Cousins, Peter and Mike Imlay took over in 2002, presiding over its transformation into Better Brand, a distributor of various foods, dishes and utensils, eco-friendly restaurant equipment and more, serving businesses between Carmel and San Francisco. (SS)
Flavors to make a grown woman cry with joy. Rum raisin, black raspberry marble, salted caramel, oh my. Not to mention a dozen different chocolates. And yes, they still carry that old school favorite of boomers everywhere….spumoni! Started by the Beckers—and named after daughters Mary and Anne—the ice cream parlor was taken over by Sam and Dorothy Lieberman. And the flavors multiplied. Now owned by Kelly Dillon and Charlie Wilcox, Marianne’s has made Westsiders happy with a new parlor up the street from New Leaf. Kids of all ages love grabbing a cone on a hot day and slurping and licking the sweet, cool treat right there in the parking lot. Oh, and German Chocolate! A hand-packed treasure. (CW)
1020 Ocean St., Santa Cruz. 831-458-1447 218 State Park Drive, Aptos. 831-713-4746 1201 Fair Ave., Santa Cruz. mariannesicecream.com
Shadowbrook (1947)
Restaurateurs Ted Burke and Bob Munsey started operating this 1947 hillside legend in 1978, expanding the original redwood structure into a warren of dining rooms overlooking the Soquel Creek entrance to the Capitola Beach. Armed with its ultra-charming funicular transport to the main dining levels, Shadowbrook has been hosting meals for weddings, anniversaries, proms, graduations, engagements, trysts and reunions ever since. Burke has been at the helm ever since, while Munsey managed the Crow’s Nest at the Yacht Harbor. The food never fails to provide an overall feeling of specialness, and the more recently added Rock Room offers live music and all the bar action necessary to provide lasting memories. (CW)
This versatile landscaping company began as Cabrillo Sand & Gravel, operating out of a small quarry on Freedom Boulevard. The business still sells soil, sand and gravel but also helps customers build their dream back yards complete with ponds, lawns and retaining walls. Fourth owner Vern Packer bestowed its current name in 1990 and ran the company until selling to Rick Santee in 2007. Santee’s son, Erik, took over in 2016. (SS)
Definitive deviled eggs and a mind-altering Mediterranean sub are only two of the charms of this wood-floored, Old World local deli landmark. Meatballs, raviolis, fabled salads, plus lots of Italian jars of goodies lining the walls. Started up in 1948 by Italian-born Robert and Augusta Zoccoli, the deli started life as a grocery and morphed into a hands-on, mouthwatering purveyor of freshly made foods, freshly sliced meats, and homemade soups. Floods came and went but the deli stayed, now owned by the second generation and run by the third. A record to be proud of, Zoccoli’s is wedded to the downtown ambience. Lucky us! (CW)
1534 Pacific Ave., Santa Cruz. 831-423-1711. zoccolis.com
Ferrell’s Donuts (1949)
The convoluted tale of two Ferrells (Ernest Ferrell and son Ed) followed by successive owners with different last names can be hard to sort out. But despite this, the name survives. Even better: the Mission Street Ferrell’s is once again open 24 hours. There’s no better study break for UCSC students than picking up a cinnamon roll straight out of the oven at 4am. (SS)
Ferrell’s Donuts. 2227 Mission St., Santa Cruz. 831-457-2760. linktr.ee/ferrellsdonuts Ferrell’s Donut House. 1403 Ocean St., Santa Cruz. 831-423-9470 Original Ferrell’s Donuts. 1761 17th Ave., Santa Cruz. 831-462-0444
Palace Art & Office Supply (1949)
Located in downtown Santa Cruz for 71 years, Palace Art & Office Supply pulled up stakes post-COVID and ensconced itself in Capitola, where it continues to boast a retail bonanza of arts and crafts must-haves. Art classes, kids crafts, and local teachers have come and gone through its doors. Back in 1949 when the Trowbridge Family started Palace’s Pacific Avenue presence, the little store specialized in pretty stationery and gifts. Several moves later, the retail palace is where you go for notebooks, pens and pencils of every description, inks, pastels, toys, paints, and poster boards in every color. Now expanded into offering luxury Pendleton clothing and a giant line of greeting cards, Palace is still the place to let your imagination run wild. (CW)
COMMUNITY RESOURCE A movie palace turned concert venue, the Rio still stands. PHOTO: Tarmo Hannula
Rio Theatre (1949)
Originally part of the Golden State chain of movie palaces, which also operated the Del Mar, the Rio Theatre arrived on Soquel Avenue after World War II, opening its doors on June 12, 1949. The first double bill, per the Rio website, was Song of India and Law of the Barbary Coast—both forgettable releases from Columbia Pictures. Later, after it was under the ownership of United Artists, the Rio had a near-death experience, shutting its doors In 2000 before current owner Laurence Bedford saved the iconic property. Programming is diverse, including in upcoming weeks a film festival, a burlesque show and a live show by comedian Lewis Black. (SS)
1205 Soquel Ave., Santa Cruz. 831-423-8209. riotheatre.com
Taylor Bros. Hot Dogs (1949)
James and Pauline “Ma” Taylor’s first hot dog stands were in Porterville and Visalia, but by 1954 they opened a third stand in Watsonville, which grandson Matt Taylor still oversees, along with the Visalia location. Says Matt, “we hold a special place in people’s hearts and Watsonville’s culture.” (SS)
336 Union St., Watsonville. 831-722-2402
Santa Cruz Roller Palladium (1951)
Roller skating fun for the past 75 years, the Palladium had its grand opening on Nov. 30, 1950, thanks to owner rollerskate enthusiasts Denny and Heddy Sargeant. The palladium was designed with a floor of floating maple wood, which made it a whole lot easier to fall without major injury. Diane and Rick Ethrington took over the 8,500-square-foot facility in 1986. Fun for graduation parties, birthdays and especially for kids. You can hear their screaming with joy throughout the East Side. Jazzercise used to fill the place on Saturdays with the daughters of Jane Fonda and her early leotard followers. Many of us still have permanent scars from any number of skating disasters. Old-fashioned fun from the days before the Internet. (CW)
Back in the early decades of the 20th century, Santa Cruz County was known as a poultry center, home to so many proud owners of chicken farms that the region started its own egg-laying contest. The farms had mostly disappeared by the 1950s, but one remains. And a beloved farm it is. Though it was originally hatched in 1921 in Alexandria, Nebraska, by John H. Glaum, Glaum Egg Ranch has been here since 1953 and a fourth generation of Glaums oversees the chicken farm, egg processing room and barn store. Using sustainable agriculture practices, the Glaums collect the eggs from chickens who live in cage-free, spacious digs and eat feed that is free of antibiotics or growth hormones. The eggs are prized by locals—including many restaurateurs. To see the famed egg-vending machine, visit Monday–Saturday, 8am–4pm. (SS)
Bill Lotts started Lotts Auto Upholstery at 816 Pacific Ave. and within a few years moved next door to 818 Pacific Ave. That location had a small showroom with a single bay, fitting seven cars—five cars deep, so that every time a vehicle needed to be delivered, there would be a shuffle of cars to get a customer’s vehicle out of the bay, avoiding the pedestrians as they were backing out the cars….fun times! Bill did upholstery not only for vehicles but also restaurant seating, including booths at Gilda’s, Tampico and Stagnaro. Back then, convertible tops, seats, etc., did not have pre-made patterns, so Bill would make a custom pattern and sew it with a commercial Singer sewing machine. In the 1970s, Lotts added car stereos to the mix. Karla and Ron Lotts are the third generation to own the business, and son Dan Lotts is the fourth. How have they survived when so many new cars come with good stereos? “People are still upgrading their stereo systems,” Karla says. “Especially the sound quality. They always want more.” (Brad Kava)
600 Pacific Ave., Santa Cruz. 831-423-1100. lotts.com
Las Palmas Taco Bar (1955)
Family owned since it began in 1955 in San Jose, Las Palmas Taco Bar expanded to Santa Cruz, two blocks from Main Beach, in 1975. If you understand that authentic Mexican food has to be prepared the same way, know that Rick Mendez Sr. and family have been serving the community for most of his life. It’s tiny inside, and you’ll have to wait, but the flavor of Las Palmas is distinctive and delicious. Parking can always be an issue, but their prices more than make up for it. Family run, top-quality food, and an ocean breeze. (DNA)
How does a real estate company make it for decades, surviving floods, fires, earthquakes? It’s in personal communication and local knowledge, says Carole Schwarzbach, whose family has owned the company for generations. They have a one-room office in Boulder Creek. “Our saying is we produce the most per square foot of any office in Santa Cruz. We are the biggest little real estate office in Santa Cruz County.” Yes, big companies have tried to buy them, but they’ve preferred to stay small and local. While more real estate is being done on the internet, Carole says her four brokers—with 177 years of experience between them—prefer to drive clients around and show them the neighborhoods and get to know the clients better…old-school values. (BK)
Welcoming water sports and a lively bar made the Trout Farm a San Lorenzo Valley destination well before Bill Fischer opened up the restaurant in 1955. Opened in 1903 as a rainbow trout fishing spot, it was a place one could go to soak up sun, bar snacks and alcohol. A kitchen fire closed the charming destination in 2016; it recently reopened with lots of activities, including live music, craft beers and a casual comfort food menu. Still offering a sunny respite from the dark redwoods, it’s a great San Lorenzo Valley meeting spot. (CW)
With every room overlooking the beach at West Cliff Drive, this charming destination sits above Steamer Lane and next to the Dream Inn. One of the secret hideaways coveted by oldtime Santa Cruzans, the Inn has hosted the famous, the infamous, and those who choose their vacation spots with an eye toward privacy. Maybe even secrecy. Justifiably a favorite with savvy locals, S&S offers happy hour wine and cheese, and private balconies for luxury lounging. Since the late ’50s it’s remained unassuming on the outside, loaded with cozy resort charm on the inside. (CW)
The origins of the neoprene wetsuit have been disputed, but there’s no doubt that Jack O’Neill popularized a model that melded a nylon interior to the neoprene shell. And though the brand originated in San Francisco, O’Neill spent close to six decades in Santa Cruz and made the town fertile ground for the surf-related businesses that followed in his wake. His first shop, just above Cowell Beach, opened in 1959. And though the downtown O’Neill store wiped out in 2025, after 25 years in business, other stores continue to equip locals looking to ride the wild surf. (SS)
Originally founded in 1960 by Jack Phlock to care for both small and large animals, Scotts Valley Veterinary Clinic was purchased by Dr. Charles Miller in 1990. Two generations of Millers have met the veterinary needs of the Scotts Valley community since then. Dr. Miller’s daughter, Emily, got her start as a nurse assistant while still in high school, and she went on to pursue a degree from UC Davis School of Veterinary Medicine. Fresh out of school, Dr. Emily Miller joined forces with Dad in 2013, going on to purchase the clinic in 2018. (SS)
Odds are you’ve used a Plantronics headset at some point in your life. Back in the 1960s, pilots had to use bulky, awkward headsets and they were so unhappy with them they were switching to handheld microphones. United Airlines solicited proposals for something better and Courtney Graham, a United Airlines pilot, collaborated with his pilot friend Keith Larkin to create a small, functional design that incorporated two small hearing aid-style transducers attached to a headband. Thus was born Plantronics, originally called Pacific Plantronics, in 1961. From there the sky was the limit, literally, as the company created headsets for the first space missions, including the trips to the moon. The company is now owned by HP and based in Palo Alto. (BK)
Appi Pool & Spa (1960s)
Founded as Allied Pool Products in the early ’60s, owner Ed Shoemaker and son Bob focused their efforts on retail sales of swimming pool products, pool construction and service. Former aerospace executive Robert D. Roddick became enamored with the pool industry and eventually purchased Shoemaker’s business, and in 1988, son Jon Roddick joined the business. (SS)
1527 Commercial Way, Unit B, Santa Cruz. 831-476-6363. appipool.com
Capitola Boat and Bait (1962)
This shop on the Capitola Wharf, which has been operating for more than 50 years, got a new life in 1997 when it was bought by David Morris’s mother, who turned the business over to him and his sister, Tina Williams. Morris doesn’t know much about its early history, but knows what it’s like to survive the devastation of the Wharf in 2023, when it was struck by giant waves. It took two years to be rebuilt. “We didn’t get anything from the insurance company,” says Morris. “But support from the community was such a huge thing that we couldn’t let it go.” The shop rents and sells fishing equipment and rents boats. “You don’t have to be a captain to rent our boat. You just have to have common sense,” he says. One trend he’s noticed is that more mothers and families are out there fishing, rather than only the fathers and sons of the past. “At least they’re not playing video games,” he says. (BK)
A fixture in Aptos, the Patrick James menswear store is part of a California company founded in Fresno by Patrick James Mon Pere as a private label store that defines its aesthetic as the “West Coast Classic” style. (SS)
Laying righteous claim to its reputation as the region’s only true beachfront hotel, the Dream Inn specializes in jaw-dropping views of the waves and longboard surfers of iconic Steamer Lane. Cowell Beach beckons right outside the spacious guest rooms and all of Santa Cruz awaits just a few blocks away. There simply is no more quintessential Santa Cruz location. Many renovations later, Dream Inn is still a magnet, especially with the recent upgrade of the in-house Jack O’Neill restaurant and lounge, named for the crusty surfer icon. You could do worse than toast this surf landmark with a crabcake and glass of bubbly. (CW)
Step back into an Old West town, complete with smoke-billowing trains from the 1880s. Imagine being surrounded by towering redwood trees that are over 250 feet tall and almost two thousand years old. The grounds are 180 acres and often home to music festivals. There’s a functional old-time print shop, and silent movies, but you must ride the train. The conductors are well versed in the history of Roaring Camp as you begin to wind your way up Bear Mountain. It’s a chance to take a breath and enjoy the magic of the Santa Cruz Mountains. (DNA)
5401 Graham Hill Road, Felton. 831-335-4484. roaringcamp.com
Rush Inn (circa 1963)
Within spitting distance of the town clock at the top of Pacific Avenue, this place is definitely a port in a storm, popular with pinball addicts, video golfers, and new widows seeking solace in a G&T and their husband’s best friend. For locals it’s one of those watering holes where everybody knows your name and the bartender camaraderie is legendary. Prime location for that tipple to get your weekend off to a sybaritic start. (Enjoy it now, because the Santa Cruz Planning Commission has approved an eight-story housing project that will wipe the building off the block.) (CW)
Manny and Alice Santana were one of the major power couples on the Central Coast when Manuel’s started up, giving aid and comfort to artists, performers, politicians and philosophers all addicted to the voluptuous menu of Mexican classics and the very tart house margaritas when liquor came on line 20 years after founding. The foxiest of staffers made the place look as good as it tasted, and over the years the walls became colorful with paintings by Manny himself of his friends and family. Early Cabrillo Music Festival audiences spilled out into the bar for lively after parties. Still family-run, the chile relleno is the stuff of legend, as are the much-loved founders. (CW)
Originally opened in 1966 and then purchased by Neal and Candy Coonerty in 1973, this bookstore has become both an icon and metaphor for Santa Cruz, rising from the rubble of the 1989 quake. A cozy home away from home, it was one of the first stores in the country to encourage readers to hang out and sample books in house. BSSC steadfastly invites browsers, bookworms and visitors from around the world to stop, relax, peruse the revolving selection of new and used paperback and hardbound books, or pick up the latest copy of magazines like The Economist, or newspapers like Le Monde. BSSC stays packed hosting book launches, poetry readings and wildly popular live interviews. Keeping Santa Cruz weird, as well as connected to the printed word, this place is the beating heart of our town and still Coonerty-run, thanks to daughter Casey Coonerty Protti. (CW)
This famed venue for live music started quietly as a coffeehouse in the old St. George Hotel, where it was a bohemian rendezvous spot for the new UCSC community and the arty cafe crowd. Three years later, Randall Kane bought the business, which moved a couple times before settling into a former bowling alley on the other end of Pacific Avenue. In that larger space it became the warm-up concert spot for big names before they hit their stride and went on to LA and San Francisco. The marquee has been graced by Tina Turner, Bob Dylan, Cher, Van Morrison, Pearl Jam, David Lindley, Patti Smith, Nirvana, the Beach Boys—every goth band known to woman. Neil Young would drop by several times a year to wow the faithful. Back in the day, while bartending, Randall saw it all but knew how to keep his mouth shut. Funky and bare bones, this club is about the music. (CW)
This Capitola mainstay, which hit its half-century mark in 2017, claims bragging rights as Capitola’s oldest restaurant. A fire on Christmas Day in 2024 shuttered the restaurant—but there are plans to reopen. For now, the doors are closed until further notice. (SS)
The serious bar by the beach, next to Manuel’s, this is one of the prized people scenes in Aptos. Totally neighborhood, the place was opened in 1967 by Al Fien. It was a true laid-back pit stop for tippling, talking and flirting. Back in the day it was a favorite watering hole for local celebrities and renegades like Huey Newton. A vigorous remodel in the early 2000s added sleek sports bar ambience—plenty of flat screens, in addition to pool and darts. And the stained glass window on the front has been thankfully retained. (CW)
Though Freeline bounced around to three different locations first, it’s stayed at its current spot on Pleasure Point since 1992. One thing that hasn’t changed is the last name of the owner: Peter Mel, son of founders John and Kim. And another is the clientele: “We get a lot of the regulars that we’ve had for a long time,” longtime employee Wayne says. Asked whether the neighborhood had gotten busier since 1992, Wayne laughs, “It’s downtown Pleasure Point as far as I’m concerned—all the restaurants and everything that goes on here.” (SS)
Originally located in downtown Santa Cruz, Frenchy’s moved to the serendipitously named Pleasure Point neighborhood in the early 1970s. For more than a half-decade, Frenchy’s has helped deliver satisfaction to Santa Cruzans. Lubes, lingerie, leather and luxury toys for all sexual orientations and genders can be found inside the recently renovated store. Too shy to shop in person? It’s easy to order online and enjoy the convenience of e-commerce while still supporting a business that employs locals. (SS)
3960 Portola Drive, Santa Cruz. 831-475-9221. frenchys.com
DeLaveaga Golf Course (1968)
Designed by Bert Stamps—who has, well, put his stamp on courses across the country—DeLaveaga Golf Course is a scenic feast. Spending five hours on these sprawling links really gives golfers a feel for Santa Cruz. A par 70, it has a 10th hole that is clamored about on Reddit boards—the course brings golfers into canyons, long tree-lined fairways, and most likely some deer. Similarly, the DeLaveaga Disc Golf Course is one of the best, with 29 holes. No matter one’s predilection, holes or baskets, DeLaveaga is the place to swing. (DNA)
401 Upper Park Road, Santa Cruz. 831-423-7214
Jury Room (circa 1968)
The sign says this is the “new” Jury Room, but fear not: This is still a classic dive bar, and it’s the place to take the fifth—one shot at a time. Located right across from the county building and the courthouse, the Jury Room was once a cop bar. In the pre-internet days, local journalists, lawyers, and politicos would head over there on election nights and wait for the returns. In addition to the regulars (all dive bars must have them), the Jury Room brings in crowds with punk rock bands and twangier fare on 2-Step Tuesdays. Owner Karen Madura, a UCSC graduate, says, “I really believe in supporting our arts community. We give a lot of smaller bands a chance to play.” (SS)
In 1968 painter Andy Lenz and his sweetheart Cynthia founded this family-run art supply shop, now operated by son Andrew. The vast inventory includes boards, papers, tubes, paints, inks, matboards, easels and ready-to-paint stretched canvases. And the Lenz folks offer impeccable in-shop custom framing. It’s easy to spend a fortune here because the minute you walk in you feel like the second coming of Claude Monet, and there to tempt you are all major labels of oils, acrylics, pigments, airbrushes, fabric dyes and watercolors, plus guest artist demos and workshops. Through various disasters—fires, earthquakes, floods—Lenz has remained dedicated to helping you grow into the artist your mother hoped you’d become. (CW)
142 River St., Santa Cruz. 831-291-9428. lenzarts.com
Monterey Credit Union (1968)
Established in 1968, Monterey Credit Union is owned by its more than 23,000 members across the Central Coast. Membership is available to anyone who lives or works in the counties of Monterey, San Benito, Santa Cruz, Santa Clara, or San Luis Obispo. (SS)
Three generations of local ownership set this local furniture and appliance store apart. Brothers Bob and Odell Baker started the furniture store and then added appliances. Alex Arellano bought the appliance department and put daughters Deborah and Carolyn to work—then Deborah bought the business and also married one of the Baker scions. Sister Carolyn Flores still works part time, and her husband and son handle delivery chores. (SS)
To call this sprawling bar and restaurant a legend is to not even come close to describing its allure to visitors and locals alike. A pioneer of sunset happy hours and an early adopter of the salad bar, the Crow’s Nest was groomed and nurtured by Bob Munsey, who developed it into a haven for fans of all things surf and turf. A mai tai out on the deck welcomed many a crimson sunset. The view alone, spread out in front of diners and drinkers, was cause for celebration. With a second-floor bar and grill, the Nest added even more appetizers and more cocktail appeal. Decked out with surfboards and surf photos, Crow’s Nest hosted fans from near and far. None dare call themselves experienced in the true vibe of the Central Coast without a glass of chardonnay and a crab louie at this enduring landmark. (CW)
Howard Walker Sr. and son Howard Walker Jr. found an old-time butcher shop in 1968, leased it for $350 a month and started a son-and-pop business that would endure more than 55 years. In 1976, when his father partially retired, Howard Jr. purchased the building; he and wife Debbie, with the help of some longtime employees, have continued to grow this small business. (SS)
Buttons, notions, ribbon, upholstery fabric, Italian designer rayon, plus those crucial little Fat Packs for quilting projects, Harts is the main game in town for serious sewing projects. And crafts, of course. We love the selection of pillows crying out to be covered and embroidered with original ideas. Tall rolls of yardage beckon in row after and row. The colors are sumptuous, the variety astonishing. Matt and Carol have grown this long-standing business into a serious destination for serious sewing fanatics, and it’s now in a new location on Soquel Drive, right around the corner, Decked out with classic silks, satins and velvets, as well as digitally printed ultra-new silk yardage from Japan, it’s fun for the eyes and hands. (CW)
ORGANIC LEADER The staff of Staff of Life mark the store’s 50th anniversary.
Staff of Life (1969)
Pioneering the entire concept of a natural food store, Staff of Life was the first on its block to feature organic produce before there even was “organic”—in a vegetarian market. The big hook for grateful hippies was the incredible bakery, loaded with locally sourced ingredients and whole wheat flour. I can still taste the gigantic sunflower cookies. Of course with time the savvy store expanded to include essential oils, local produce, imported teas, locally roasted coffees, local wines, and with the move to the larger store on Soquel Avenue, a sushi bar, flower stalls, to-go deli items, cafe, and yes, seafood and meats completed the full-service menu. Santa Cruz has always been grateful that founders Gary Bascou and Richard Josephson had the courage to open a business that was good for Mother Earth. Kudos! (CW)
1266 Soquel Ave., Santa Cruz. 831-423-8632 906 E. Lake Ave., Watsonville. 831-726-0240 staffoflifemarket.com
Castaways (1970)
Tropical drinks and tiki flair elevate this neighborhood spot near Santa Cruz’s Pleasure Point. There’s creativity behind the bar, with mixologists pouring the classics alongside fresh recipes such as the Piranha and the Jungle Bird, both of which would be refreshing in the midday heat. (SS)
3623 Portola Drive, Santa Cruz. 831-465-8200
Food Bin & Herb Room (1971)
From homeopathic oils to handmade soaps with lots of local pastries and organic produce as well, the Food Bin remains our last living link to the Golden Age of alternative foods, substances and attitudes. Right across the parking lot sits the tiny Herb Room, a floor-to-ceiling empire of herbs, oils, crystals, and vitamins that could cure just about anything and probably raise the dead as well. Only a Philistine could resist the charms of this double warren of teas, crocheted caps, smudge sticks, incense, coffees, flours, fruits, and good vibes. It all began in 1971, with fruit from the UCSC gardens sold in big cardboard bins—ergo Food Bin. In 1975 the food and herb duo moved to the corner of Mission and Laurel streets, where it continues to sit, while a multi-story housing project looms in the eventual future. But the plan is to keep the Food Bin and ensure it remains feel-good, funky and locally owned. In a word, far out! (CW)
1130 Mission St., Santa Cruz. Food Bin: 831-423-5526. Herb Room: 831-429-8108. foodbinherbroom.com
Gilda’s (1971)
Gilda Stagnaro opened her restaurant on the site of the Stagnaro family’s former fish market and ran it with brother Robert and sons Malio and Dino. The restaurant continued after her death in 2008, closing for a time during Covid before Crow’s Nest owner Charles Maier reopened it. (SS)
Flipflops are tops at Amy Tognazzini’s footwear-focused boutique, including Reef and OluKai sandals. Serving locals and tourists for decades, Tognazzini also runs Big Kahuna, the Hawaiian shirt emporium next door. (SS)
219 Capitola Ave., Capitola. 831-476-3960
Darco Printing & Paper Store (1972)
Dave and Beverly Ray have kept the paper stocked and the envelopes neatly bundled in this legendary Eastside print shop for over 50 years. Clean and spacious, DARCO tempts even the most casual shopper with manila envelopes, multi-colored doodling pads and countless reams of special paper stock. Customer service is the superpower here, with handwritten receipts, friendly tips about special orders and orders summed up on Beverly’s adding machine. Small, methodical, thorough, and old school friendly, Darco is catnip for paper fetishists. (CW)
130 Doyle St., Santa Cruz. 831-426-5616
Pacific Trading Co. (1972)
This locally owned women’s clothing shop, founded by Margaret “Bunny” Payne, is a fixture in downtown Santa Cruz. The current team took over in 1985, when Carolyn Heinrich bought the business, which already had locations in Santa Cruz and Capitola. Sisters Anandi Heinrich and Rama Zoe Heinrich work with Carolyn to this day, creating an oasis where shoppers can step away from their day-to-day cares and focus on crafting the perfect outfit from the well-curated clothes and accessories. (SS)
In 2018 Union Grove abandoned its brick-and-mortar corner store, a bulwark of the musical-instrument-buying community, but it’s still in business online by appointment only, selling vintage and classic instruments in cyberspace, the place that killed so many in-person music stores. (There’s still nothing better than being able to try out an instrument in person, right?) Richard Gellis and his University of Pennsylvania college buddy Casey Keller started the store as a refuge for long-haired hippie musicians who were overlooked by more traditional outlets. Business boomed so much that they opened a second branch in Los Gatos in the late 1970s. But, as with so many businesses, the internet sounded a death knell. Musicians would try out instruments in the store and buy them with lower sales tax online. Gellis still runs the online store, and you can still try out instruments by appointment. (BK)
The Batish family arrived in Santa Cruz in the early 1970s. One member of the family, S.D. Batish, was quite famous as a musician and in film, and was invited to teach at UCSC. Batish’s Indian Restaurant opened soon after, and was a hub of people who loved Indian food and music. This was during a time when Indian restaurants were quite rare, and Sant Cruz was enchanted with the spices and ragas. Although the restaurant closed, the family runs a musical instrument and gift shop that also sells Indian spices. Support this family that has given so much to Santa Cruz for so long—and learn how to make decent curry in return. (DNA)
1310 Mission St., Santa Cruz. 831-423-1699. batish.com
Bicycle Trip (1973)
Nothing spells out Santa Cruz as clearly as the origin of the Bicycle Trip. In 1973, Pat and Nancy Heitkam opened a small storefront that sold bicycles, goat cheese and eggs (from their farm). From humble beginnings, Bicycle Trip helped launch the mountain bike explosion, offering the first specialized mountain bikes with rigid steel frames and 26-inch wheels. It was an evolutionary jump forward to what bicycles were capable of. Bicycle Trip is also a leader in bringing the cycling community together with an eye toward maintaining the beauty of the trails. (DNA)
Gary and Marlene Keeley opened the original Crepe Place on Ocean Street in a very small space.The restaurant quickly outgrew its original location and moved to a spot near the Town Clock on Pacific Avenue. A fierce storm caused a cliff collapse, destroying the building on Christmas Eve 1988. It relocated to the Cooper House, downtown, but was severely damaged by the 1989 Loma Prieta earthquake. Owners found its current home on Soquel Avenue in Midtown in 1990, in what was previously the Thunder Trading Co. & Frontier Deli. In 2007, former employees Adam Bergeron and Eric Gifford took over the business, expanding its appeal by adding live music, movies and other events. (BK)
Erik Johnson started this local landmark deli and mega-sandwich emporium in Scotts Valley in 1973. Still going strong, now with two dozen stores throughout the state, Erik’s is your to-go lunch fort for homemade soups and utterly delicious sandwiches. No frills: you order, pay and pick up your meal when it’s ready. Salads are fresh and generous. The staff are assertively upbeat. Great pickles. Light, easy, affordable and beloved by several generations of locals, and their parents, and their kids. (CW)
222 Mt Hermon Road, Suite J, Scotts Valley. 831-438-4646. 1664 Soquel Drive, Santa Cruz. 831-462-1919 1074 S. Green Valley Road, Watsonville. 831-724-7575 102 Rancho Del Mar, Aptos. 831-688-5656 1475 41st Ave., Capitola. 831-475-4646 eriksdelicafe.com
Santa Cruz Skateboards/NHS (1973)
What’s red, white and blue and known around the world? If you said a screaming hand, you would be correct. Iconic Santa Cruz artist Jim Phillips’ signature logo was created for NHS back in 1985, but NHS started in 1973. What was a small business started by surfer buddies Richard Novak, Jay Shuirman and Doug Haut, NHS (the first letter of each of their last names) is now known worldwide with their screaming hand in skateboards, snowboards, surfboards, clothing and a multitude of skateboarding accessories. Being the oldest continuous skateboarding company in the world, NHS is always improvising new designs, and furthering the reach of Santa Cruz’s unique culture. The original NHS factory (825 41st Ave., Santa Cruz) has been home to Santa Cruz Boardroom—one of the largest skateboard shops in California—since 2008. (DNA)
This small winery was established by the family of Judge John Marlo family in 1974 and continued to produce for decades until the judge fell ill. After he passed away, his close friend, James Baker, got together with his family, purchased the label in 2008 and sought to revive it, working with local winemakers Brandon Armitage, John Benedetti, Rob Bergstrom and Anthony Craig. (SS)
One of the largest independent real estate brokerages in the Monterey Bay Region, Bailey Properties has been owned by brothers Paul and Robert since 1974. Paul transitioned from student athlete and youth sports coach, and Robert obtained his broker’s license right after graduating from San Jose State University with a degree in business administration and real estate. Company services include residential listing and sales, property management, vacation/beach rentals, mortgage lending and relocation services. (SS)
TOP BUN Jack’s classic hamburger. PHOTO: Tarmo Hannula
Jack’s Hamburgers (1974)
At the corner of Cedar and Lincoln streets, time stands still. Buns, patties, fries and shakes have been on the menu at Jack’s Hamburgers for five decades. In 1990, Santa Cruz Sentinel pressman Scott Hutchinson and wife Connie purchased the business; when Scott passed in 2012, Connie continued to run the show, keeping the staff together and delivering fast food at a fair price. (SS)
Lisa Cecchettini quotes her mother, Joanne: “The bridal business is like the antique business. It doesn’t change very much.” When Joanne bought the business in 1975, Bridal Veil was one of the first big retail shops on 41st Avenue—even predating the Capitola Mall, Lisa Cecchettini says. Now 86, Joanne is still involved, though not on a daily basis. “My mother has treated this life that she lived like going to the theater every day,” Lisa says. And indeed there’s plenty of drama. Whether it’s a wedding that’s meticulously planned or an impromptu affair, the Cecchettinis roll up their sleeves and help. “The fun is being a part of someone’s life,” she says. (SS)
FREEDOM BAKERY Fifty years of helping locals make special occasions a little sweeter. PHOTO: Tarmo Hannula
Freedom Bakery (1975)
Chilled cream pies for summer, personalized cakes for dads and grads, Easter cookies or Valentine’s treats, Freedom Bakery has 50 years of experience in sweetening any day of the year. Taiwanese immigrant Tony Liu founded the bakery in 1975 and started seducing patrons with his ultra-light chiffon cakes. Now operated by a new generation (Tony’s son, Paul, and his wife, Anna) at a different location (since 2010), Freedom Bakery is also known for its custom cookies adorned with photos, logos and other images. Paul Liu says that the bakery makes more than 12,000 cakes a year, most of them decorated for a special occasion. “On that day we get to participate and make somebody’s day a little bit better,” he says. “That to me is what I genuinely love about what we do.” (SS)
Founder Tim Jackson was busy doing pop-up jazz events around Santa Cruz, but was hungry for a permanent venue. A bread company was going out of business, and a humble club, dedicated to jazz, moved in. Through Jackson’s vision, Kuumbwa Jazz Center has hosted the biggest names in jazz, like Dizzy Gillespie, Dexter Gordon and Chick Corea. Even more, Kuumbwa is a community center, where people gather to appreciate world-class virtuosos of jazz and other complementary genres. Recently celebrating their 50th anniversary, with events around Santa Cruz, the Kuumbwa family continues the ideals of leading by example. (DNA)
Every location of this pie shop offers pizza by the slice to grab and go. The original location at Pleasure Point gave this surf-themed shop its name. Photos of all the stars riding waves, crouching in tubes backlit by sunset, line the walls. You feel that you’ve arrived in a true piece of Santa Cruz surf culture when you grab an 18-inch pie topped with salami, pepperoni, Canadian bacon and sausage. It’s all good, hot and gooey. (CW)
Original Location: 4000 Portola Drive, Santa Cruz. 831-475-4002. pleasurepizzasc.com East Side Eatery: 800 41st Ave., Santa Cruz. 831-431-6058. pleasurepizzasc.com Downtown: 1415 Pacific Ave., Santa Cruz. 831-600-7859. pleasurepizzasc.com
Polar Bear Ice Cream (1975)
First opened in 1975 by Carolyn Grey, who ran the ice creamery for 23 years, Polar Bear found a new owner in Mary Young, who worked at the business with daughter Andra Aquino. The business underwent further changes in 2014, consolidating operations with Marianne’s Ice Cream, but life goes on at this little shop in Capitola Village, where you can get the scoop daily starting at 11:30am. (SS)
104 Stockton Ave., Capitola. 831-479-8888
SANTA CRUZ MOUNTAIN VINEYARD It all started with pinot noir. Photo: Tarmo Hannula
Santa Cruz Mountain Vineyard (1975)
As told on the company’s own website, the story of Santa Cruz Mountain Vineyard exemplifies the spirit of its namesake terrain. Its original location on Jarvis Road in the Vine Hill district was first owned by David Bruce, a storied name in this wine region. Bruce had just put in new pinot noir vines—the exact grape that had become a passion for Southern California businessman Ken Burnap. In 1981 Burnap hired recent UCSC grad Jeff Emery, who eventually bought the business in 2004. (SS)
If you’ve ever fallen down the rabbit hole of those Get Ready With Me videos, or GRWM, on TikTok, Instagram or Youtube, you’re not alone. The trend has permeated every social media platform, especially TikTok, which has amassed more than 18 million posts with the #GRWM.
Celebrities, influencers and ordinary users upload clips of themselves getting ready to go somewhere or do something, and followers watch for beauty tips, envy, companionship or just amusement. The category has become so popular, it’s spawned its own parody videos.
Jennifer Kehl is one such reluctant fan. The 34-year-old actress and playwright’s one-woman show—J.E.N. (Jen’s Evolution is Nigh), which opens at the Santa Cruz Actors’ Theatre on July 6—pokes fun at not only the social media craze but also how the crass consumerism of internet culture affects the environment.
“It started with me wanting to make a climate-change piece,” Kehl says. “I really wanted to make a show that was advocating for the earth.”
Born in San Jose, Kehl graduated from UC Santa Cruz and Rose Bruford College in London, where she currently lives. She founded the Theater for Climate Change in London, which takes on ecological issues through theater performances.
“I want to make theater that is responsible and ethical,” Kehl says. “I want to use the company as a platform to make theater that’s multifaceted, but also produce work sustainably. Theater, as wonderful as it is, is one of the most unsustainable art forms ever. The company works to make theater as sustainably as possible in everything from giving an afterlife to costumes and props to not using virgin materials for sets.”
In 2023, Kehl wrote J.E.N. with friend and Minnesota theater director Rachel Ropella in the hopes of making a “carbon neutral” show and taking it to the Edinburgh Festival Fringe.
Kehl plays eight different female characters over the course of a millennium, from the Stone Age to the Apocalypse. There’s a cave woman, a medieval peasant, a Victorian maid, a 1950s housewife, a 1980s businesswoman and a “CEO of the future.” Some of the women are married, some are single. Each character has a variation of the name Jennifer, and each one has a getting-ready routine similar to a GRWM video that shows how product trends have changed throughout history.
“I’m very much a millennial,” Kehl says. “I watch GRWM videos and think they’re absolutely ridiculous. You know that’s not really how they get ready in the morning. And the way these people dress up to make their lives seem desirable in a short snippet video just tickles me. Yet they’re addicting. They’re so fascinating. But those videos are inherently quite wasteful. Do you really need a Gua Sha roller that you bought from China off of Amazon to get ready in the morning? The show shines a light on that message.”
Kehl wanted not only to spoof the frivolousness of TikToker’s putting on makeup and peddling products but also address the wastefulness involved in staging and promoting a show at the Fringe.
“There’s a lot of people,” says Kehl about the famous Scottish festival. “It’s wonderful. It’s chaotic. It’s so enormous in its scope that the way you get audience members to come see your show is on the street with flyers. And it’s not done in a manner that’s conscious of the world. There’s a lot of waste. There’s a lot of plastic. It’s toxic for the environment.”
After its run at the Fringe and in London and Romania, Kehl is bringing the show to Santa Cruz for its first U.S. date. Later, Kehl will be debuting It’s Not Just About Coffee in London, a new play about two female baristas that’s inspired by Meta CEO Mark Zuckerberg’s 5,000-square foot bunker in Hawaii, which Kehl imagines includes a Starbucks.
“I just want the audience to have a really good time,” Kehl says. “The world is so scary right now in every way. This is a chance for people to sit in a beautiful theater space and escape. But if the show touches on their brain and they get into recycling more or maybe start a composting pile, any little change that’s beneficial to the world would be a success. I want them to come out with a love for this planet and appreciate that it’s a beautiful world, especially how breathtakingly magical California is.”
Jennifer Kehl performs at 3:30pm on July 6 at the Santa Cruz Actors’ Theater, 1001 Center St., Santa Cruz. Tickets: $12. santacruzactorstheatre.org.
‘I just want the audience to have a really good time. The world is so scary right now in every way. This is a chance for people to sit in a beautiful theater space and escape.’ — Jennifer Kehl
Espressivo, which righteously calls itself a “small intense orchestra,”delivered the goods last month with a season finale that filled Peace United Church with edgy Romantic-era rarities led by guest conductor Daniel Henriks. Finessing a program of rarely heard music, Henriks was clearly at home with both music and the musicians, many of them regulars with other top ensembles.
At the heart of the finely curated program lay a spellbinding song cycle by Hector Berlioz, a setting of dark and moody poems by renowned poet Theophile Gautier. Interpreting six musical poems was soprano Emily Sinclair, who, after settling into the first Villanelle, came into ownership of the dramatic shapes and personalities of each subsequent song, clearly at home with the French verses. Sinclair’s soprano grew more intimately joined with the summer evening atmosphere of each piece until by the end she, the words and music were a single idea. It was a lovely and deeply felt performance.
Always sensitive to the singer, Henriks balanced his players with Sinclair’s phrasing, urging the instruments close to Berlioz as well as the soprano’s vocal work. Love, death, regret and the occasional flash of joy, all were celebrated in a selection reminiscent of Edgar Allen Poe’s fantastical sense of doomed love. Berlioz’s maverick composition sounded strikingly modern, even as the poetry lay firmly in a pre-Raphaelite aesthetic. Kudos to Espressivo for gorgeous music and adventurous programming. espressorch.org.
In another season finale, i Cantori di Carmel came to Santa Cruz with an ambitious program of choral symphonic music that filled the UCSC Recital Hall with haunting themes and dazzling melodic color. Ravel, Debussy, an opening tone poem by Lili Boulanger, these were beautifully executed. Resident music director Daniel Henriks and his performers soared, the excellent chorus adding textural weight and dynamics equal to the instruments. The combined effect of 100 voices and instruments at points rose to overwhelm listeners, thanks in part to the brilliant acoustics of the hall.
The high points of this outstanding concert were without question two superb pieces by Johannes Brahms, a composer who essentially owns the Romantic movement. The second Brahms piece, Schicksalslied, a setting of a Friedrich Hölderlin poem, ebbed, flowed and swelled through an exploration of human longing and destiny. The ending resolution, huge chromatic chords shifting and settling into melting harmonies, was so beautiful that you could feel the entire audience holding its breath. Simply one of the most beautiful musical passages imaginable. An exquisite blend of voices and instruments. The entire concert was especially engaging since the raked seating of the Recital Hall allows full view of the orchestra. Ethereal obbligato passages, especially in the Debussy, were dispatched by Lars Johannesson’s magic flute. The harpwork by Vivian Hsu was both gossamer and tough. The only questionable move was programming anything after the transcendent Brahms. Even Vaughan Williams. Bravo maestro Henriks and company. icantori.org
ORGANISMIC Artistic director Jörg Reddin participates in Boomeria on July 12. Photo: Santa Cruz Baroque Festival
The glamor of Salzburg without the jet lag, the mighty Carmel Bach Festival offers another season of great music in a setting of matchless charm. From Stravinsky’s Pulcinella Suite to Mozart’s majestic Jupiter Symphony, this year’s festival is packed with all-star gems. Led by Artistic Director Grete Pedersen and Andrew Megill, highlights include Bach’s Mass in B Minor, Mozart’s Vespers, Beethoven’s Symphony No.1 in C major, as well as an enchanting evening of Nordic traditional music. All concerts at the Sunset Center, save for Wednesdays in the Carmel Mission Basilica, where the offerings begin with Buxtehude and conclude with Lou Harrison’s Mass for Saint Cecilia’s Day. The 88th season of the festival runs July 12–26; visit bachfestival.org.
On Saturday, July 12, the organismic extravaganza known as Boomeria will dive into some soul-shaking music at St. Andrew’s Episcopal Church. Even though math/music visionary Preston Boomer’s artisanal pipe organ was consumed by fire, his cult and spirit lives on in the church organ built with his own hands for the charming Ben Lomond church. For this Santa Cruz Baroque Festival fundraiser, all-star organists Vlada Moran, Jesse McMilin, Ann Thiermann and others will work the pedals and stops, and—flying in from Germany for the occasion—Jörg Reddin, the festival’s artistic director will perform his magic. The concert includes the Santa Cruz Brass Quintet, and many more ensembles. Do not miss this orgy of organ opulence (I can’t help myself). That’s July 12, 1–5pm, at St. Andrew’s, 101 Riverside Ave, Ben Lomond. Info: scbaroque.org. Remember, it’s a fundraiser. Join the cult followers channeling the late, great Linda Burman-Hall.
Cabrillo Festival of Contemporary Music starts up on July 27 with guest conductor Daniela Candillari at the podium. Honoring 50 years of gay pride, this year’s composers in residence include Jake Heggie, Pulitzer Prize-winner Jennifer Higdon and the dazzling Missy Mazzoli. Festival music director Cristian Măcelaru returns for the second weekend. Details and tickets at cabrillomusic.org.
The history of Santa Cruz is filled with big booms and bigger growth.
But nothing like the explosion that came when the University of California first opened its doors in the fall of 1965. It’s a misperception that places like the Hip-Pocket Bookstore opened after the arrival of the university, located on Pacific Avenue near present-day Bookshop Santa Cruz (actually it came the year before), but it is overwhelmingly true that by the time that Good Times first published in the spring of 1975 a raft of new businesses had opened and catered to the burgeoning population of students that came to our small coastal community.
What is equally certain is that these newly forming businesses felt that they needed an alternative advertising venue to the archly conservative pages of the Santa Cruz Sentinel, then well more than a century old. There were several alternative publications that sprung up around town during that general era (Sundaz, the Independent, Free Spaghetti Dinner, Phoenix and many others), but it was Good Times that eventually captured the lion’s share of advertising revenues and, a half-century later, remains the county’s largest-circulation newspaper.
Imagine that.
ONE SMALL STEP FOR MANKIND Sculptor Ron Boise directs the placement of ‘Runic for Mankind’ above the entrance to the Hip Pocket Bookstore in 1964. Boise died in April of 1966 and two months later the Hip Pocket closed its doors, later to be replaced by Ron Lau’s Bookshop Santa Cruz. Photo: Geoffrey Dunn Collection
What is fascinating about this historical arch is the number of businesses in Santa Cruz that, in one way or another, stretch back to that moment in history and beyond. My editors at Good Times have assembled a list of nearly 100 businesses that extend back a half century—from Gizdich Ranch (1937) in the south end of the county to Scopazzi’s (1955) in Boulder Creek—and many that extend back to the 1800s—including S. Martinelli & Co. (1868) and Horsnyder Pharmacy (1884). The iconic Brookdale Lodge opened at the turn of the century in 1902.
One of the things that strikes me about this list is how much of my life was shaped and, in many ways, defined by the businesses that compose this list and which I continue to patronize to this day. I still purchase gifts for special occasions from Dell Williams (1927) and take in films at the Del Mar Theater (where I rode my bike to see Help in 1965). There is nothing like a stroll down the promenade at the Boardwalk to foster nostalgia, especially while munching on some sweets from Marini’s (1937). The Crepe Place (1973) was a favorite hang in college just as it is today, albeit at a different location.
EVERY BUSINESS TELLS A STORY Louis Venable, in front of his lunch house, The Squeeze Inn, around 1918–1920. Venable was part of a large extended family active in the African Methodist Episcopal Zion Church. Venable sold out in September of 1920 and later became a janitor and bootblack on Pacific Avenue until his death in 1945. Photo: UCSC Special Collections
I’ll confess that not all memories are grand: I got my butt kicked pretty badly in the parking lot at Henfling’s (1945) but have survived to tell the tale. I still go in there every once in a while for a reality check of one sort or another, though it’s a much more welcoming place than it was back then.
Let us also be honest: Two of my favorite businesses of my youth—Town Clock Billiards and Joslin Brothers United Cigar, both on Pacific Avenue—are no longer in existence, but every time I pass by where they were located, I can still feel their ghosts and the wonderful amalgamation of human energy that they drew to their respective enterprises. Let’s just say they attracted a colorful lot.
And, in the end, that’s what these businesses are all about. Commerce is not simply the exchange of currency for goods. It’s not only about the money. It’s about who we are. For better or for worse, it’s the nature of the beast.In fact, the term commerce derives its current meaning from the French and Latin expressions for coming together for the exchange of opinions and ideas. It is rooted in the basic notions of community, in fundamental conceptions of interchange.
With the advent of the internet (i.e, the dreaded Amazon) and big-box stores, smaller business enterprises have taken a hit, as many of the empty storefronts throughout the county reveal. But in spite of such oppositional forces, small-business dreams still get launched, they find footing and they survive, and if the forces of the universe line up favorably, some even thrive. It may not always make for sexy history, but it’s a noble enterprise. One that sustains us—not only as individuals but also as our collective selves.
Tip a cap to those businesses that have survived the past half-century. Tip another to those that embark on the hard unpaved road to the next.
Once upon a time an astute cement tycoon named Henry Cowell acquired 2,000 acres of meadowlands and redwood forests overlooking the Monterey Bay. Through some strategic dealing, salted with a bit of horse trading, those acres became in 1965 the ninth campus of the University of California, and in the twinkling of an eye the fame and fortunes of a sleepy resort town awakened.
The tastes of a world-traveled faculty inspired an upswell of gourmet, ethnic and upscale dining spots that soon made the town famous throughout the state. India Joze not only created a stunning diversity of menu items but also created the annual Calamari Festival, attracting media attention from the East Coast as well as San Francisco.
O’mei restaurant’s spectacular Chinese fusion cuisine began as a cafe at Kresge College on the UCSC campus before enjoying several decades on Mission Street, though it closed after a controversy over the owner’s donation to a white supremacist organization.
Mobo Sushi fed the entire downtown. Cindy Lepore’s Seychelles made us all crazy for Mediterranean flavors.
The taste for ever more plentiful and chic coffee spots led to the coffee & pastry empire called Kelly’s. Lulu Carpenter’s thrived through several incarnations, including the brilliant coffee lounge it is today. Saturn Cafe fed directly into student appetites with inventive and seriously cheap breakfast and lunch dishes. Not to mention that in-house photo booth. Breakfast with its student-friendly pricing became a hit. Zachary’s has offered Mike’s Mess to those with big appetites for many decades.
Gabriella Cafe and its auteur chefs continue to host a university clientele. Walnut Avenue Cafe developed a cult following, and much later Cafe Brasil became an incubator for student romances, and downtown’s Mad Yolks has lines on weekends. Soif proved one of the most popular salons for university colleagues from the minute it opened in 2002. Its sister restaurant, La Posta in Seabright, continues that tradition.
UCSC grad student Andrew Sivak of Bad Animal co-founded his high concept wine bar in a bookstore, in 2017. Stripe is another downtown business launched by an entrepreneur who studied Art at UCSC.
With each expanding cohort of newly enrolled students, the demand for affordable housing grew louder. And with that demand, rents in and around UCSC increased. And increased. With more students came a proliferation of pizza parlors, taquerias—and food trucks—and craft beer outposts. The white-tablecloth golden age that gave Santa Cruz L’Oustalou and Pearl Alley Bistro may have gone. But the more casual dinner spots such as Hula’s, Lupulo and Hook & Line moved in.
Proximity to the campus resulted in the vibrant population of dining and drinking establishments on the Westside. Small high-concept places like Bantam, Vim and Venus Spirits & Kitchen host the university community and its families. Totoro Sushi, Copal, Avanti and Taqueria Vallarta have added spicier restaurant energy, replacing Vasili’s, La Mission and O’mei.
Over the years, deepening diversity brought the richness of multi-ethnicity to the campus, and to what was once a conservative beach town. Cultural richness continues to flow from the City on a Hill into every aspect of town life, from media (this paper is owned by a UCSC graduate) to craft beer and coffeehouses.
The debut enrollment of 1965-66 numbered roughly 650 students. Twenty years later that number had swelled to 6,800. By 1998 the campus enrollment hit 10,000, and today it exceeds 17,000 students. UCSC’s students and faculty tumbled into this small seaside resort, its growth accelerated by their needs.
Never tasted roussanne? That’s because this lovely white wine is not so easy to come across. But Sarah’s Vineyard has been making it since 2003. Proprietor Tim Slater’s love of the land led him to make more unusual varieties, many of them estate grown such as the roussanne.
Although roussanne is mainly known as a blending grape, its luscious notes of honeysuckle, pear and golden apple reveal an enticing elegance. The Sarah’s Vineyard 2024 Roussane ($35) is worth the drive to get some as it’s a “tasting room exclusive.”
Slater is now concentrating more on family life, and recently passed the winemaking torch to Jonathan Houston, who most certainly excelled with the 2024 Roussanne.
Sarah’s holds upbeat events throughout the year, including a summer music series. Check the website to see what’s coming up. Lastly, Slater is known for his skills in the kitchen. Many tasty recipes are posted on the winery’s website.
Sarah’s Vineyard, 4005 Hecker Pass Hwy., Gilroy, 408-847-1947. Sarahsvineyard.com. Sarah’s is open daily, and you are welcome to take a picnic.
Two Good Italian Wines
The 2021 Primitivo di Manduria Cosimo Varvaglione is a lovely red wine produced by Italian winery Varvaglione. It is full-bodied with rich and complex aromas of ripe red fruit, plums, spices, chocolate and tobacco. Harmonious flavors include vanilla and spices. The winery suggests you pair it with red meats, robust dishes and aged cheeses. About $38.
The well-made 2024 Vette di San Leonardo Sauvignon Blanc is perfect for summer sipping. With its refreshing crispness and earthy minerality, it’s a good wine to keep on hand for warm days. Hints of white peach, tropical fruit and wildflowers make it even more appealing. About $20.
Greek philosopher Socrates declared, “The unexamined life is not worth living.” That extreme statement is a foundational idea of Western philosophy. It’s hard to do! To be ceaselessly devoted to questioning yourself is a demanding assignment. But here’s the good news: I think you will find it extra liberating in the coming weeks. Blessings and luck will flow your way as you challenge your dogmas and expand your worldview. Your humble curiosity will attract just the influences you need.
TAURUS April 20-May 20
Recently, I brought an amazing Taurus to your attention: the German polymath Athanasius Kircher, who lived from 1601 to 1680. Once again, I will draw on his life to provide guidance for you. Though he’s relatively unknown today, he was the Leonardo da Vinci of his age—a person with a vast range of interests. His many admirers called him “Master of a Hundred Arts.” He traveled extensively and wrote 40 books that covered a wide array of subjects. For years, he curated a “cabinet of curiosities” or “wonder-room” filled with interesting and mysterious objects. In the coming weeks, I invite you to be inspired by his way of being, Taurus. Be richly miscellaneous and wildly versatile.
GEMINI May 21-June 20
How does a person become a creative genius in their field? What must they do to become the best? In his book Outliers, Malcolm Gladwell said that one way to accomplish these goals is to devote 10,000 hours to practicing and mastering your skill set. There’s some value in that theory, though the full truth is more nuanced. Determined, focused effort that’s guided by mentors and bolstered by good feedback is more crucial than simply logging hours. Having access to essential resources is another necessity. I bring these thoughts to your attention, Gemini, because I believe the coming months will be a favorable time to summon a high level of disciplined devotion as you expedite your journey toward mastery.
CANCER June 21-July 22
There’s a story from West African tradition in which a potter listens to the raw material she has gathered from the earth. She waits for it to tell her what it wants to become. In this view, the potter is not a dictator but a midwife. I believe this is an excellent metaphor for you, Cancerian. Let’s imagine that you are both the potter and the clay. A new form is ready to emerge, but it won’t respond to force. You must attune to what wants to be born through you. Are you trying to shape your destiny too insistently, when it’s already confiding in you about its preferred shape? Surrender to the conversation.
LEO July 23-Aug. 22
Here’s my odd but ultimately rewarding invitation: Tune in to the nagging aches and itches that chafe at the bottom of your heart and in the back of your mind. For now, don’t try to scratch them or rub them. Simply observe them and feel them, with curiosity and reverence. Allow them to air their grievances and tell you their truths. Immerse yourself in the feelings they arouse. It may take 10 minutes, or it might take longer, but if you maintain this vigil, your aches and itches will ultimately provide you with smart guidance. They will teach you what questions you need to ask and how to go in quest for the healing answers.
VIRGO Aug. 23-Sept. 22
Wise gardeners may plan their planting by the moon’s phases. Through study of the natural world, they understand that seeds sown at the ripe moment will flourish, while those planted at random times may be less hardy. In this spirit, I offer you the following counsel for the coming weeks: Your attention to timing will be a great asset. Before tinkering with projects or making commitments, assess the cycles at play in everything: the level of your life energy, the moods of others and the tenor of the wider world. By aligning your moves with subtle rhythms, you will optimize your ability to get exactly what you want.
LIBRA Sept. 23-Oct. 22
In parts of Italy, grapevines were once trained not on wires or trellises, but on living trees, usually maples or poplars. The vines spiraled upward, drawing strength and structure from their tall allies. The practice kept grapes off the ground, improved air circulation and allowed for mixed land use, such as growing cereals between the rows of trees and vines. In the coming weeks, Libra, I advise you to be inspired by this phenomenon. Climb while in relationship. Who or what is your living trellis? Rather than pushing forward on your own, align with influences that offer height, grounding and steady companionship. When you spiral upward together, your fruits will be sweeter and more robust.
SCORPIO Oct. 23-Nov. 21
Migratory monarch butterflies travel thousands of miles, guided by instincts and cues invisible to humans. They trust they will find what they need along the way. Like them, you may soon feel called to venture beyond your comfort zone—intellectually, socially or geographically. I advise you to rely on your curiosity and adaptability. According to my analysis of the astrological omens, the journey will lead you to resources and help you hadn’t anticipated. The path may be crooked. The detours could be enigmatic. But if you are committed to enjoying the expansive exploration, you’ll get what you didn’t even know you needed.
SAGITTARIUS Nov. 22-Dec. 21
Your assignment is to uncover hidden treasures. Use the metaphorical version of your peripheral vision to become aware of valuable stuff you are missing and resources you are neglecting. Here’s another way to imagine your task: There may be situations, relationships or opportunities that have not yet revealed their full power and glory. Now is a perfect moment to discern their pregnant potential. So dig deeper, Sagittarius—through reflection, research or conversation. Trust that your open-hearted, open-minded probing will guide you to unexpected gems.
CAPRICORN Dec. 22-Jan. 19
The legendary jazz musician Louis Armstrong said, “If you have to ask what jazz is, you’ll never know.” What did he mean by that? That we shouldn’t try to use words to describe and understand this complex music? Countless jazz critics, scholars and musicians might disagree with that statement. They have written millions of words analyzing the nature of jazz. In that spirit, I am urging you to devote extra energy in the coming weeks to articulating clear ideas about your best mysteries. Relish the prospect of defining what is hard to define. You can still enjoy the raw experience even as you try to get closer to explaining it.
AQUARIUS Jan. 20-Feb. 18
In the Andean highlands, there’s a concept called ayni, a venerated principle of reciprocity. “Today for you, tomorrow for me,” it says. This isn’t a transactional deal. It’s a relational expansiveness. People help and support others not because they expect an immediate return. Rather, they trust that life will ultimately find ways to repay them. I suggest you explore this approach in the coming weeks, Aquarius. Experiment with giving freely, without expectation. Conversely, have blithe faith that you will receive what you need. Now is prime time to enhance and fine-tune your web of mutual nourishment.
PISCES Feb. 19-March 20
How often do I, your calm, sensible counselor, provide you with a carte blanche to indulge in exuberant gratification, a free pass for exciting adventures, and a divine authorization to indulge in luxurious abundance and lavish pleasure? Not often, dear Pisces. So I advise you not to spend another minute wondering what to do next. As soon as possible, start claiming full possession of your extra blessings from the gods of joy and celebration and revelry. Here’s your meditation question: What are the best ways to express your lust for life?
I want to thank, and commend, your 50th anniversary issue. The way you chose to do it showed how you put community first, which is why you endure in the hearts of Santa Cruz.
Jennifer Kehl's one-woman show pokes fun at not only the social media craze but also how the crass consumerism of internet culture affects the environment.
Espressivo, which righteously calls itself a “small intense orchestra,”delivered the goods last month with a season finale that filled Peace United Church with edgy Romantic-era rarities.
Once upon a time an astute cement tycoon named Henry Cowell acquired 2,000 acres of meadowlands and redwood forests overlooking the Monterey Bay. Through some strategic dealing, salted with a bit of horse trading, those acres became in 1965 the ninth campus of the University of California, and in the twinkling of an eye the fame and fortunes of...
