In “normal times,” Colin Disheroon and his staff at Santa Cruz Naturals would pull out all the stops to celebrate their 10 years of booming business. Music, food trucks, delectable edibles, and all of the other accoutrements of a major rager. It would be a day—a high old time—to remember.

“This year, because of Covid, Santa Cruz Naturals is not going to be able to do the kind of festivities that we would have otherwise done,” says CEO Disheroon. “We’re protecting the community and our employees from exposure to the pandemic. Next year we’ll be doing a post-Covid celebration that will have an ultra-festive vibe, for sure.”

Prior to taking the helm of one of Santa Cruz’s oldest and most-trusted dispensaries, Disheroon spent a decade working in environmental resource management as an outdoor education teacher. Chronic back issues led to a deep dive into the world of cannabis—a delightful substance he found to be extremely helpful for managing pain and discomfort. He discovered that the plant could help others transform their lives.

“Dispensaries at the time—there were a lot of bad vibes around them. I thought I could do it well. Do it better, with an environmental ethos in mind,” explains Disheroon.

Santa Cruz County began the process of legalizing medical cannabis dispensaries in 2010. Santa Cruz Mountain Naturals, as it was called then, moved quickly, and with backing from county officials and the local Chamber of Commerce, opened its doors to medical patients on May 30, 2011. It was admittedly a “cool time” for the fledgling cannapreneurs, operating out of a small building in Boulder Creek.

“We felt like we were contributing and bringing an important product to the market,” says Disheroon.

He and his team founded their dispensary/collective on the idea that you get the highest quality fruits and vegetables from a farmers market. Just like you can procure the best premium, top-grade cannabis from small local farmers who grow in an ethical, sustainable and environmentally friendly manner. Cannabis, they held, should be the stark opposite of “Big Ag” or “Big Crop”—local, sustainable, and holistic.

As a “clean green” business, Santa Cruz Naturals sources over 70% of its products from local cannabis growers, artisans, connoisseurs, and small business owners. To reach dispensary shelves, vendors must prove that they practice conscious cultivation, use organic products, reuse and recycle at all times, and constantly work to limit their carbon footprints.

The dispensary is a survivor—the longest-operating original-owner cannabis retailer in the region.

“Right now, there’s a lot of consolidation within the cannabis industry. There is a lot of big-money pressure. Publicly traded companies are buying out the small businesses. And many small local operations are really a part of a big corporate play,” says Disheroon. “There will be challenges for mom and pop companies in the coming years. The consolidation effect.”

Jan. 1 of 2018 was a huge day for Santa Cruz Naturals and the entire cannabis industry—the day cannabis became officially legal in California. Even with new taxes (like the 15% state excise tax) and new laws and regulations to adhere to, the dispensary experienced a spike in deliveries, new sales and overall business.

Today, Santa Cruz Naturals is thriving. In 2019, the shop opened a second retail dispensary (besides its Aptos flagship) on the outskirts of Watsonville. The same year, it threw the first licensed cannabis event in Santa Cruz County, the Power of Flower Festival, at the Santa Cruz Fairgrounds. The large-scale gathering was a tremendous success, featuring a full-day lineup of world-class bands, VIP lounge, dab bar, and over 60 canna and non-canna businesses.

“One half of my college degree was in Latino studies. It prepared me for this moment,” says Disheroon. “I’m stoked that I’ve been able to bring my business into a region of California that has such a strong and beautiful Latinx community. We serve the community. My Watsonville location is almost entirely bilingual.”

The challenges the company has faced over the years have been largely bureaucratic. Securing funding for company improvements and precipitous growth has proved to be a frustrating endeavor, as has obtaining insurance policies that aren’t out-of-this-world expensive. And banking has always been a big headache for all dispensaries.

In the next decade, Disheroon envisions two or three more retail locations in different, underserved parts of California. And assuming that legalization on the federal level happens, he’d be thrilled to see his dispensary’s brands and products carried in other parts of the nation.

“Santa Cruz Naturals is excited and humbled to celebrate its 10th anniversary,” says Kat Weaver, Santa Cruz Naturals’ sales and marketing director, “and looks forward to the next 10 years of serving our community!”

9077 Soquel Drive, Aptos, 831-688-7266; 19 San Juan Road, Royal Oaks, 831-722-2018, santacruzcannabis.com.

This guide is part of Explore Santa Cruz 2021.

Hotels, Resorts & B&B’s

Adobe On Green

103 Green St., Santa Cruz, 831-469-9866 

This quaint, unique B&B offers private, quiet rooms and is a short walk from downtown. Each room has its own bathroom, and no two rooms share a wall. Enjoy lush gardens, top-notch bedding and eco-friendly features. 

Babbling Brook Bed & Breakfast Inn

1025 Laurel St., Santa Cruz, 831-427-2437, babblingbrookinn.com 

This B&B with 13 rooms is on one of the few redwood acres of land in downtown. Modern rooms in separate chalet-style buildings have private entrances, some with jet tubs, fireplaces and decks overlooking a historic water wheel, shade gardens and waterfalls. Full breakfast, and wine and cheese are served in the parlor. Five minutes to the beach, Boardwalk and downtown.

Bayview Hotel Bed & Breakfast 

8041 Soquel Drive, Aptos, 831-688-8654

The most beautiful building in Aptos Village for the last 125 years, the Bayview Hotel’s façade takes you back to the days of horse-drawn carriages and a flourishing logging industry. Restored to the original grandeur of hotel builder Jose Arano, the 11 guest rooms each have their own private bath and modern amenities, including TVs, phones and modem hook-ups, fluffy beds, and fine linens. Extended continental breakfast is served on the veranda. 

Best Western Capitola-By-The-Sea Inn & Suites

1435 41st Ave., Capitola, 831-477-0607 

This charming inn is perfectly located in Capitola, near the mall and close to the beach and shopping district. Easy access and fabulous customer service.

Best Western Rose Garden Inn

740 Freedom Blvd., Watsonville, 831-724-3367

This inn has fine decor and a great vibe. Located in Watsonville, near Moss Landing and a short drive from Santa Cruz. Close to an array of shops and restaurants in downtown Watsonville, too.

Best Western Seacliff

7500 Old Dominion Court, Aptos, 831-688-7300; reservations at 800-367-2003, seacliffinn.com

A short walk from Seacliff State Beach, this 149-room, award-winning lodge features a bar and grill, pool, fitness center, and meeting spaces. Check out Severino’s Bar & Grill, a locally owned restaurant inside the inn with great food and entertainment.

Brookdale Lodge  

11570 Hwy 9, Brookdale, 831-609-6010, brookdalelodge.com  

Take in the mountain atmosphere in this tranquil setting. 

Casablanca Inn

101 Main St., Santa Cruz, 831-423-1570, casablanca-santacruz.com 

Located across from the Boardwalk, Casablanca is a fabulous inn, featuring 33 elegant accommodations—from rooms and bungalows to a guesthouse. Great for weddings.

Chaminade Resort & Spa

1 Chaminade Lane, Santa Cruz, 831-475-5600, chaminade.com 

Here, you’ll find unforgettable views of Monterey Bay and guest rooms that come with full amenities and room service. Chaminade boasts an excellent conference center and is also ideal for weddings. Meals at Chaminade are created and presented with expert attention. Also check out the irresistible spa.

Cliff Crest Bed & Breakfast Inn 

407 Cliff St., Santa Cruz, 831-427-2609, cliffcrestinn.com 

The 1887 Queen Anne Victorian estate overlooks the ocean and mountains. A cluster of redwoods, lilacs, rockroses, bamboo, and jasmine surround the original carriage house. Full breakfast—including fresh fruit, homemade muffins, eggs to order, and tea—is served in the sunny solarium. A short walk to the Boardwalk, beaches and downtown. Each of the five rooms has its own bath, some with original clawfoot tubs and ocean views.

Continental Inn

414 Ocean St., Santa Cruz, 831-429-1221 

Just a short walk from the Boardwalk and Main Beach, this inn has great deals and a great location. 

Costanoa Coastal Lodge and Camp  

2001 Rossi Road, Pescadero, 650-879-1100, costanoa.com 

It’s just a half-hour north of Santa Cruz and was created for people who prefer a gentler kind of camping. Offers furnished canvas cabins with heaters, down comforters and tent service. You can also stay in the 40-room lodge or in one of the Douglas fir cabins with shared “comfort station” facilities. Note the great spa treatments, too. 

Dream Inn

175 West Cliff Drive, Santa Cruz, 866-774-7735, dreaminnsantacruz.com 

Situated on Cowell Beach, this boutique hotel offers newly renovated rooms with stunning views and close proximity to the wharf and Boardwalk. Each of the 165 ocean-facing rooms has a private balcony or patio. Take a swim in the pool or relax in the spa. Eat at Aquarius, the inn’s popular restaurant.

Fairview Manor Bed & Breakfast Inn

245 Fairview Ave., Ben Lomond, 831-336-3355, fairviewmanor.com 

On the banks of the San Lorenzo River, this country home on three acres features five guest rooms decorated in “country eclectic” decor, all with private baths. Full breakfast, plus it’s close to hiking trails and is a quick drive to Big Basin and Henry Cowell Redwoods state parks, Roaring Camp Railroads and quaint restaurants.

Four Points by Sheraton Santa Cruz/Scotts Valley  

5030 Scotts Valley Drive, Scotts Valley, 831-438-1500, marriott.com

Spacious rooms and suites, plus a gym, restaurant and lounge, and complimentary parking. 

The Hilton Santa Cruz/Scotts Valley 

6001 La Madrona Drive, Santa Cruz, 831-440-1000  

One of the area’s finest hotels, complete with great service, big guestrooms and many amenities. Stonehouse Bar & Grill is the hotel’s impressive restaurant. Not far from Felton and Ben Lomond.

Hinds Victorian Guest House 

529 Chestnut St., Santa Cruz, 831-423-0423, hinds-house.com 

Weekly lodging in a historic landmark. It is a self-catered alternative to a standard hotel with full kitchen, laundry, common rooms, cable, phone, free WiFi, dining room, parlor, and sitting room.

Hotel Paradox

611 Ocean St., Santa Cruz, 831-425-7100, thehotelparadox.com 

Boasting a style that balances modern edge with welcoming warmth, Hotel Paradox impresses right from the lobby’s front desk, made from a large eucalyptus tree. Other perks: Solaire, the restaurant-bar that offers indoor and outdoor seating, and serves modern American cuisine, with an emphasis on seasonal, sustainable products from local farms and wineries. Fire pits and cabanas surround the pool, and a fitness room is available, too. All that, plus conference rooms, complimentary WiFi, iPod docks and more make this hotel stand out. Take note: the hotel plays off its moniker, so look for some quirky interactive happenings here, too. 

Hyatt Place Santa Cruz  

407 Broadway, Santa Cruz, 831-226-2300, hyatt.com

Find spacious rooms and amenities including free breakfast, free internet access, a fitness center, pool and much more. 

Inn at Depot Hill

250 Monterey Ave., Capitola, 831-462-3376, innatdepothill.com 

The Inn at Depot Hill was once the site of the original railroad depot built in 1881. Each of the 12 rooms is beautifully decorated and includes a fireplace, stereo, modem, phone, featherbeds, TV/VCR, robes, and most have private hot tubs on their patios. 

Pacific Blue Inn

636 Pacific Ave., Santa Cruz, 831-600-8880, pacificblueinn.com 

The Pacific Blue Inn’s nine rooms were built using recycled and reclaimed construction materials.

Mission Inn 

2250 Mission St., Santa Cruz, 831-425-5455, mission-inn.com

A modest Spanish Colonial-style hotel 1.9 miles from the Santa Cruz Wharf, Mission Inn is located on the main travel artery in and out of Santa Cruz in proximity to grocery stores, restaurants and one of the most photographed local icons, Natural Bridges State Beach.

Redwood Croft Bed & Breakfast 

275 Northwest Drive, Santa Cruz, 831-458-1939

This cedar home with a wrap-around veranda and rural Bonny Doon setting is a place where pets and children are welcome. All three rooms are plush and clean, each with a fireplace, antiques, leather couches, and quality linens. Breakfast is prepared from all-organic ingredients.

Redwood Reflections Bed & Breakfast  

4600 Smith Grade, Santa Cruz, 831-423-7221 

On 10 redwood-filled acres in the Santa Cruz Mountains, this haven features three country-style rooms with decks and woodstove fireplaces. Note the vintage recreation room with a soda fountain, piano and merry-go-round. Swimming pool, bonfire pit and trails. Full breakfast, too.

Sea & Sand Inn   

201 West Cliff Drive, Santa Cruz, 831-427-3400, seaandsandinn.com  

Enjoy the scenic location close to the Wharf and Boardwalk as well as complimentary amenities, including free breakfast scones and yogurt. 

Seascape Beach Resort 

1 Seascape Resort Drive, Aptos, 866-867-0976, seascaperesort.com 

Overlooking the bay, Seascape Beach Resort is the perfect place to wind down and relax. This four-diamond, green-certified resort features villa-like rooms and two award-winning restaurants: Sanderlings and Palapas. Get a massage or take a fitness class here. Great for weddings. 

Ventana Inn 

48123 Hwy. 1, Big Sur, 831-667-2331, ventanainn.com 

Discover a combination of luxury and natural beauty at this Big Sur getaway.

Day Spas

The Spa at Chaminade

1 Chaminade Lane, Santa Cruz, 831-457-5600, chaminade.com 

With a vast 1,700-square-foot luxury destination spa and 200+ acres of natural beauty, prepare to indulge in the ultimate journey of relaxation and renewal.

Faust Salon and Spa

1855 41st Ave., Suite B4, Capitola, 831-462-9201

110 Cooper St., #100F, Santa Cruz, 831-420-0701

219 Mount Hermon Road, Scotts Valley, 831-706-8960, faustsalon.com

Offering everything from men and women’s haircuts to hair rebonding and Brazilian blowouts, Faust can help just about anyone find the look they seek.

Flying Crane

245 Mt. Hermon Road, Scotts Valley, 831-515-8380; 2381 Mission St., Santa Cruz, 831-288-5888; 1501 41st Ave., Suite J, Capitola, 831-687-8188, flyingcranemassage.com 

Flying Crane will help you relax, whether you’re carrying your stress in your neck or your feet. The spa offers acupressure foot massages (also known as reflexology) and very affordable body massage in each of its three convenient shopping center locations.

Kalani Day Spa  

245 Mt Hermon Road D, Scotts Valley, 831-600-7116, kalanidayspa.com  

Relax, review and renew with facials, massage, waxing, lashes and wellness. 

Pacific Skin Care

2628 Soquel Drive, Santa Cruz, 831-476-1060, pacificskincaresc.com 

From facials to waxing, mineral makeup, diamond microdermabrasion, and massage, Pacific Skin Care can make you feel like a new person. Great attitude and service make it stand out. By appointment only.

Santa Cruz Core 

317 Potrero St., Suite C, Santa Cruz, 831-425-9500, santacruzcore.com 

Santa Cruz Core staff are experts in integrative wellness. They offer an array of massage and bodywork services, including Swedish, deep tissue, myofascial release, Thai, shiatsu, acupressure, Tui na, acupuncture, prenatal, hot stone, and aromatherapy. 

Skin Care Pleasure Point

871 41st Ave., Santa Cruz, 831-475-1001, skincarepleasurepoint.com 

Skin Care Pleasure Point offers a variety of beauty treatments and skin treatments, in addition to hair removal and waxing services customized for each person’s unique skin and hair type.

Tea House Spa  

112 Elm St., Santa Cruz, 831-426-9700, teahousespa.com 

The redwood decks, private ozone-purified hot tubs with jets, cedar-lined saunas and shoji windows that open into a 1940s Japanese bamboo garden are divine. The Tea House is known for its fine array of green, black and herbal teas. It offers massage in a variety of techniques, and even has a frequent-tubber discount.

Well Within Spa  

417 Cedar St., Santa Cruz , 831-458-9355, wellwithinspa.com  

A retreat in the center of downtown, Well Within is a favorite spot for locals and visitors to soak in tubs set in a soothing, private indoor-outdoor space. Or treat your body to a private sauna, therapeutic massage or facial. Their house line of herbal and aromatherapy products can be purchased. 

Yoso Wellness  

740 Front St., #110, Santa Cruz, 831-600-8053, yosowellness.com  

Wellness spa offering facials, massages and peels and more while using only organic products. 

By Tonya O’Dell

It is finally time to take a load off and cleanse our cluttered minds for a truly deeper clean. Closed and cold for more than a year, the iconic Well Within Spa in downtown Santa Cruz has waited patiently for its warm waters to flow once again, after owner Eric Heckert made the difficult decision to close three days before California Gov. Gavin Newsom declared a statewide shutdown—and as of June 1, that moment is finally here.

Heckert was himself an employee at Well Within many moons ago. He worked every position and facet (not to mention faucet) of the spa, yet becoming a business owner was not on his agenda back in the ’90s. But Well Within began to feel like family, and when the offer arose to become its owner, he felt compelled to accept.

Aside from bodysurfing and hiking, the Well Within Spa is still his home away from home. It has also become a bit like a second home to his regulars, who now seem like part of the family. Beaming in anticipation of the building once again being filled with fellow humans getting some tender loving care and leaving wholly rejuvenated, he expresses a renewed gratitude.

“It’s all about people. I am just so looking forward to getting back to it; our guests are our family,” says this connoisseur of calm.

As its name implies, the Well Within Spa has tapped a deep vein of aqua vita right in the middle of downtown Santa Cruz on Cedar Street. Nearly disguised as a residential home, the spa was established back in 1985 at its original location, moving to its bigger current space in the ’90s.

Spending so much time at home during the pandemic has for most of us been too much of a good thing. All the projects—spring cleaning, taking classes, trying new hobbies—enough! With our hair unkempt and our clothes often optional, self-care has slacked. Our bodies need maintenance, cleansing, repair and rest. Sadly, by design, we were not built to take care of our own backs, shoulders and spine, which are under constant pressure.

Luckily, Well Within’s restorative and completely regenerative body treatments such as specialty massages, whole body care and private indoor or outdoor tub rooms are perfect for magically melting away all the stress.

More than a deep restorative soak, the experience at Well Within involves herbal and alchemical blends infused into your water, and a setting for escape. Along with the steam, pulsating jets and warm breathing cedar wood, each room offers a private serene view of the Japanese Garden complete with Koi pond. The same natural and quite essential elements that have healed, restored and revived the human spirit and body for centuries are found behind the welcoming auspicious front door where someone is waiting to say “Welcome to your home away from home.”

As Well Within is working with reduced staffing, appointments are needed at this time. For more information and to schedule, call 831-458-9355.

This guide is part of Explore Santa Cruz 2021.

Antiques

After Effects 

4920 Soquel Drive, Soquel, 831-475-5991  

Anyone who appreciates beauty can treat themselves to paintings and prints, while bookworms can indulge their thirst for knowledge. Collectors of kitchenware won’t want to leave without adding a new dish to their collection. 

Center Street Antiques

3010 Center St., Soquel, 831-477-9211, centerstreetantiques.com

A one-stop gathering of 25 antique dealers, Center Street Antiques features an eclectic mix of interesting and one-of-a-kind items.

Loot 

3011 Main St., Soquel, 831-471-8755, lootvintage.blogspot.com

Find vintage items for your home and garden here, or take advantage of their workshops on chalk painting with Annie Sloan, where you’ll learn how to use the magic paint for furniture and other household items.

Town and Country Antiques   

9280 Hwy. 9, Ben Lomond, 831-336-5993  

A great selection of lovely stained-glass lamps and antique documents of all sorts, including pictures, ads and stock certificates. 

Wisteria Antiques and Design  

5870 Soquel Drive, Soquel, 831-462-2900, wisteriaantiques.net   

Wisteria is a direct importer of French antiques and accessories.

Art Galleries

Artisans Gallery/Agency 

1368 Pacific Ave., Santa Cruz, 831-423-8183, artisanssantacruz.com  

Wall art, jewelry, glass, ceramic, metal work, and various other handcrafted pieces of art—both functional and decorative—can be found at this downtown gallery, as well as lifestyle accessories, home goods and handcrafted furniture.

R. Blitzer Gallery

2801 Mission St., Santa Cruz, 831-458-1217, rblitzergallery.com

Renovated warehouse gallery on the Westside that features local and regional artists.

Tannery Arts Center

1050 River St., #118, Santa Cruz, 831-621-6226, tanneryartscenter.org

Expanding every year, what began as the union between the city of Santa Cruz and ArtSpace Projects has transcended the Tannery’s mission of an accessible and sustainable home for local artists. The Tannery has blossomed into a haven for art, culture and education for residents, visitors and the public.

Bookshops

Bad Animal

1011 Cedar St., Santa Cruz, 831-900-5031, badanimalbooks.com

Where to begin? This independent bookstore, focusing on used rare, fine press books, is also a wine bar and restaurant featuring natural wines and seasonal California-French cuisine. 

Bookshop Santa Cruz  

1520 Pacific Ave., Santa Cruz, 831-423-0900, bookshopsantacruz.com  

It’s famous for so many things—first and foremost, of course, books. This venerable local bookstore is, without a doubt, one of the best and most innovative not just in the Bay Area, but the entire country. Going strong now since 1966, it has survived an earthquake, competitive chain stores and economic downturns. There’s a vast selection of books here, plus a full roster of author events and other community happenings throughout the year.

Frenchy’s Cruzin Books & Video

3960 Portola Drive, Santa Cruz, 831-475-9221 

This adult superstore sells adult books and videos, lacy unmentionables, sex toys and more.

Two Birds Books  

881 41st Ave., Santa Cruz, 831-900-5588

The newest kids on the block, Two Birds Books is a great spot to find new releases, hunt for high-quality used books, and browse a quirky curation of cards, puzzles and gifts.

Clothing/shoes

Amoureuse 

1119 Soquel Ave., Santa Cruz, 831-423-7363 

If you’re looking for a stylish boutique with nourishing body products, accessories, elegant lingerie, classic perfumes, artistic jewelry, and unique gifts, this is the place to shop.

Bunny’s Shoes

1350 Pacific Ave., Santa Cruz, 831-423-3824; 7000 Soquel Drive, Aptos, 831-662-2730 

Looking for lipstick-red shoes with platform heels, or something just plain old comfortable? Bunny’s has a fine selection. The store always has a great sales rack outside as well. Bunny’s in Aptos has a whole line of lovely hats, plus much more.

Camouflage

1329 Pacific Ave., Santa Cruz, 831-423-7613, shopcamouflage.com 

Camouflage is a very sexy store! It carries a variety of fine lingerie, sexy clothing and intimate apparel, not to mention a wide array of sex toys. This adult store has been thriving for more than 30 years and is the perfect spot to find that seductive massage oil you’ve been looking for.

Fybr Bamboo

1528 Pacific Ave., Santa Cruz, 831-423-3927, shopfybr.com 

What started as a recognition of the comfort and sustainability of bamboo clothing has evolved into a store that offers a variety of eco-friendly and stylish clothing, plus luxuriously soft bedding and locally made jewelry. 

Mmē

910 B Soquel Ave., Santa Cruz, 831-216-6366, mme.ltd 

High-end clothing and accessories for women who are looking for timeless staples that they will love wearing. Items are carefully curated for comfort and versatility.

O’Neill Surf Shop 

400 Beach St., Santa Cruz, 831-459-9230; 110 Cooper St. # D, Santa Cruz, 831-469-4377; 1115 41st Ave., Capitola, 831-475-4151, oneill.com 

Legendary clothing and gear for surfing and skating.

Pacific Trading Co.

1224 Pacific Ave., Santa Cruz, 831-423-3349; 504 C Bay Ave., Capitola, 831-476-6109, pacific-trading-co.com  

This shop has won the GT Readers’ Poll award for Best Women’s Clothing many years in a row. The family-run women’s contemporary boutique also takes pride in customer service.

Pacific Wave Surf Shop  

1502 Pacific Ave., Santa Cruz, 831-458-9283, pacwave.com  

Pacific Wave aims to bring the local surf shop mentality to a whole new level by keeping the local vibe fresh and taking care of customers. 

Rip Curl Santa Cruz

753 41st Ave., Santa Cruz, 831-464-3233, ripcurl.com

All the apparel and gear for time at the beach. 

Shilshol  

109 Locust St., Santa Cruz, 831-440-8933, shilshol.com  

This design studio and retail shop features Shilshol bags and accessories along with a curated selection of items from other independent brands and designers. 

SockShop & Shoe Company

1515 Pacific Ave., Santa Cruz, 831-429-6101, sockshopandshoeco.com 

One of the best selections of socks and tights you’ll find anywhere, as well as a variety of comfort shoes for men, women and children. Service is great, so you can take your time to choose the right pair.

Synergy Organic Clothing

2151 Delaware Ave., Santa Cruz, 888-466-0411; synergyclothing.com 

With certified organic cotton and eco-friendly fibers, the downtown boutique offers a pallet of simple chic in the form of dresses, skirts, jackets, scarves, yoga apparel, tops, and jewelry. Sustainable and conscious business. 

Electronics 

Santa Cruz Tech Exchange

1715 Mission St., Santa Cruz, 831-600-8915, santacruztechexchange.com 

Buy, sell, and trade all kinds of electronics. 

Fitness 

Cabrillo Fitness Club 

6200 Soquel Drive, Aptos, 831-475-5979

Part of Toadal Fitness. 

Toadal Fitness 

113 Lincoln St., Santa Cruz, 831-423-3764; 1200 17th Ave., #108, Santa Cruz, 831-464-3764; 269 Mt. Hermon Road, Scotts Valley, 831-430-9200; 2929 Mission St., Santa Cruz, 831-466-3764 

Toadal operates on the belief that fitness should be accessible to all, and good health is a key part of happiness. Also: The member is always right. 

Furniture

Couch Potato

3131 Soquel Drive, Soquel, 831-462-4636, cpotato.com

Quality sofas, sofa beds, recliners, chairs, and sectionals in leather and fabric—indulge the inner couch potato.

Helm of Sun Valley  

1408 41st Ave., Capitola, 831-462-6800, helmofsunvalley.com  

Providing everything needed to enjoy the outdoors, from patio furniture and outdoor umbrellas and beach chairs to ski and snowboard rentals, winter apparel and more. 

Ironhorse Home  

925 41st Ave., Santa Cruz, 831-346-6170, ironhorsehome.com/santa-cruz  

This family-owned and operated business offers a variety of high-end and affordable home decor. 

Maggie’s Place 

910 A Soquel Ave., Santa Cruz, 831-466-2666, maggiesplacesantacruz.com 

This furniture and home décor store also offers design services, aiming to be the go-to place for anyone interested in home décor insight and inspiration.  

Natural Selection Furniture

607 Soquel Ave., Santa Cruz, 831-423-4711, naturalselectionfurnituresc.com

Focusing on a casual, contemporary style, Natural Selection offers boutique shopping at affordable prices.

Redo Consign & Redesign

1523 Commercial Way, Santa Cruz, 831-439-9201, redoconsign.com

This large space maintains high standards for vintage-to-new furnishings, art, mirrors, lamps, rugs, pots, statuary, and some outdoor items sourced from interior designers, private owners, stagers, and manufacturer sample sales.

SC41 Furniture

2647 41st Ave., Soquel, 831-464-2228, sc41.com 

The award-winning SC41 Furniture store features quality, stylish home furnishings and a large selection that’s worth a few hours of your time. Most are made with sustainable materials.

Garden

American Leisure Patio  

1118 Ocean St., Santa Cruz, 831-423-2425, americanleisurepatio.com 

American Leisure is a leading retailer of indoor and outdoor furniture, with a focus on quality, integrity and treating each customer as though they are the only customer. No order is too small or large for them. 

DIG Gardens 

420 Water St., Santa Cruz, 831-466-3444; 7765 Soquel Drive, #A, Aptos, diggardens.com  

DIG stands for Design Interior Garden, and you will definitely “dig” it! DIG has all kinds of plants—from palms, grevilleas, grasses, and bamboo to succulents and edibles. Stock up on DIG’s large range of organic heirloom veggies for your own garden, and find patio furniture for dining outdoors. 

The Garden Company  

2218 Mission St., Santa Cruz, 831-429-8424, thegardenco.com 

From wonderful perennials, tropicals, bulbs, and succulents that are easy to travel with to its gift shop filled with ceramics, candles, books, soaps, lotions, hats, and more, the Garden Company has much to offer. 

Mountain Feed & Farm Supply  

9550 Hwy. 9, Ben Lomond, 831-336-8876, mountainfeed.com 

This eccentric and well-rounded locally owned shop is far from simply a feed and farm supply. With its homesteading section, you can find everything you need to do your own canning and make your own cheese and sausage. They also have a gift shop and an expansive edible nursery, along with all sorts of fun things for the home and garden. 

Terra Nova Ecological Landscaping 

831-425-3514, terranovalandscaping.com  

This team takes the practices of organic gardening and ethics of permaculture and applies them to landscaping. Go to them for your landscape design, installation and maintenance needs. 

Gifts

Annieglass

310 Harvest Drive, Watsonville, 831-761-2041, annieglass.com 

In addition to being sold at high-end stores like Neiman Marcus and Bloomingdale’s, local Ann Morhauser’s glass creations are shipped all over the world. Check out her online store for glassware and wine-tasting events at the Watsonville factory.

Art of Santa Cruz  

Capitola Mall, Capitola, 831-515-7390, regionalartisansassociation.org  

A nonprofit dedicated to exhibiting and selling the work of Santa Cruz County artists. 

Avalon Visions 

2815 Porter St., Soquel, 831-464-7245, avalonvisions.com

Take note of the abundance of choice books and music available here. There is a splendid collection of natural and crafted crystals, too—plus spiritual readings and an aura station. 

Botanic and Luxe

701-A Front St., Santa Cruz, botanicandluxe.com

This shop is the perfect place to find a unique gift for the plant lover in your life, and you will leave inspired by the simple beauty of natural design.

Brown Ranch Marketplace  

3555 Clares St., Capitola, 831-464-3555, brownranch.com 

Visit the marketplace for a range of stores and eateries, including Cheese Shop 831, Nothing Bundt Cakes, Robbie’s Sandwiches, Roux Dat Cajun Creole, Zizzo’s Coffeehouse and Wine Bar, and much more.

Gaia Earth Treasures  

gaiaearthtreasures.com 

Gaia has a large selection of mineral specimens, crystals and fossils from all around the world. It’s a unique store for gifts—bookends, vases, goblets, sculptures—and more. Find a stone that attracts you and keep it next to your bed.

Good Vibrations

111 Cooper St., Santa Cruz, 831-466-9870, goodvibes.com/s/ 

This sex-positive sexual health and wellness toy retailer offers education and information promoting sexual health, pleasure, and empowerment in addition to toys.

Lumen Gallery  

112 Capitola Ave., #100, Capitola, 831-295-6647,lumengal.com   

Featuring local artisans and designers who use sustainable and green practices. 

OM Gallery

1201 Pacific Ave., Capitola, 831-425-9107, omgallery.com 

OM Gallery carries creatively designed lighting—lamps that look like giant lotuses, flower string lights, floor lamps, and paper star lanterns. OM also has gorgeous handmade silk clothing in classic Vietnamese and Chinese styles, linen pants, handbags, scarves, and accessories.

Outdoor World

136 River St., Santa Cruz, 831-423-9555; 1440 41st Ave., Capitola, 831-479-1501, theoutdoorworld.com 

Outdoor World is your one-stop shop for all things sporting goods. Looking for camping gear or fishing gear? How about archery or hunting equipment? Outdoor World’s got you covered. 

Outside-In

7568 Soquel Drive, Aptos, 831-684-0178, outside-in.myshopify.com 

Offering gifts, home decor, jewelry, and luxury clothing with an emphasis on supporting local artisans and businesses. Their store specializing in educational toys, books and clothes—named Outside-In Kids—is next door to the main store.  

Toque Blanche

1527 Pacific Ave., Santa Cruz, 831-426-1351, mytoque.com/pages/our-stores 

Toque Blanche carries hundreds of kitchen products. Knives, bowls, espresso machines and much more.

The True Olive Connection

831-458-OILS, trueoliveconnection.com 

Specializes in fresh, high-quality olive oil and balsamic vinegar from around the world.

Zinnia’s Gift Boutique

219 Mount Hermon Road, Scotts Valley, 831-430-9466, zinniasgiftboutique.com

Women’s apparel, home decor, jewelry, holiday items, and more. Zinnia’s has been voted first place in our annual Best Of issue for several years.

Ethos 

101 Capitola Ave., Capitola, 831-854-2490, ethossantacruz.com

Helping environmentally conscious shoppers reduce consumption of plastics and waste by offering a wide range of personal care items, home goods and on-the-go products.

Jewelry

Byzantine Jewelry

1530 Pacific Ave., Santa Cruz, 831-426-2308, bfinejewelry.com

Byzantine Jewelry specializes in colored stones, and their professional staff of experienced jewelers can create 3D images of any ring a customer designs to ensure complete satisfaction.

Dell Williams 

1320 Pacific Ave., Santa Cruz, 831-423-4100, dellwilliams.com  

Selling classic and contemporary jewelry, Dell Williams has been locally owned and family operated for four generations. In addition to jewelry, they sell watches and other giftware. A full restoration department can help customers repair a broken necklace or an inherited antique brooch. Dell Williams has been downtown since 1927 and has a loyal, generations-old customer base.

Ideal Jewelry 

720 Soquel Ave., Santa Cruz, 831-457-9245

This family owned and operated boutique features an artist and in-house jeweler. 

Mark Areias Jewelers

7552 Soquel Drive at Aptos Center, Aptos, 831-688-2799, areiasjewelers.com

Fine jewelry and timepieces with a specialty in custom design. Also offers a wide selection of new and estate jewelry, plus a watchmaker on the premises for your watch-repair needs.

Stephan’s Fine Jewelry

102 Walnut Ave., Santa Cruz, 831-458-9950, stephansjewelry.com 

Over 30 years of experience servicing Santa Cruz with a great selection of contemporary and classic fine jewelry and good prices.

Super Silver  

1301 Pacific Ave., Santa Cruz, 831-460-9696; 1855 41st Ave., Capitola, 831-477-1932; 214 Capitola Ave., Capitola, 831-462-9696, supersilver.com 

This hotspot with locations in downtown Santa Cruz, the Capitola Mall and Capitola Village houses thousands of sterling silver chains, rings, earrings, charms, stone necklaces, hoops, and body jewelry.

Lately, I’ve been making up for lost time: meals at restaurants, long walks outside, going to the grocery store without panicking that I am out of hand wipes. So it came as a surprise recently when one of Santa Cruz’s creative types gave me a great reason to stay home—and enjoy it.

I’ve wanted to go to one of Kaitlin Bonifacio’s natural dyeing classes since I wrote about her for Good Times several years ago. Bonifacio, owner of the Santa Cruz-based business Yuzu & Rose, first introduced me to using natural dyes—from Shibori (a Japanese method of dyeing with indigo) to onion and avocado skins. Fortunately for me, Bonifacio made it easy to teach myself from home. 

Bonifacio launched DIY home dyeing kits—both Shibori and natural dyes—during the Covid-19 pandemic so that people could do their own dye projects from home. 

“All you need is a bucket of water,” she says; everything else is included. Bonifacio says she has been thinking about launching kits for a while now, but when she began teaching at Cabrillo College remotely, she started packing up kits for her students so they could follow along from home. Bonifacio says that within Santa Cruz there has been a need for creative wellness during the pandemic, from home or otherwise. 

“I haven’t seen a lot of other people doing this yet, but I do feel like there is a market for it,” Bonifacio says. “A lot of people I’ve talked to have loved it. It seems like it could work for something like macrame or embroidery. I’m sure that’s on the horizon.” 

I got everything I needed to make my own little dyeing workshop in the mail. I opted for natural and shibori dyeing kits—and in retrospect, I had my work cut out for me. I probably could have dyed every article of clothing I own, everything my neighbors own, and then some. Note to self: buy more things to dye next time. 

“The community has been so supportive of this during this time that everything feels like it’s on hold,” Bonifacio says. “Because everything has gone digital, I’m teaching classes digitally all over the place now. I had some in Colorado, some in Los Angeles, and there’s a school in Michigan that I taught at. It hasn’t been easy for a lot of small businesses, but since shifting to remote teaching and the kits, the business has grown a lot.” 

Bonifacio makes the process remarkably easy, there are step by step instructions, online videos, and she astoundingly avails herself to anyone who has questions via the chat feature on her website. This was particularly helpful for me because when the vat of blue indigo dye started bubbling and fizzing, I knew I had managed to royally screw it up.  

She assures me that this is totally normal. “This is the ‘mother’ layer protecting the rest of the dye from oxidizing.” Whew. Now, how do I get rid of the five-gallon vat of dye in my backyard once I am done? 

“It’s safe for groundwater, and your plants will enjoy the pH as fertilizer,” she writes over chat. At 5pm on a Sunday, no less. “Just make sure it’s somewhere you don’t mind getting blue.”

Bonifacio makes it look easy; the kits are easy to follow, beautifully and conveniently packaged, but it’s anything but easy for artists to pivot to this kind of remote, DIY style—particularly those who may be used to teaching in person. 

“It can be daunting for artists to develop a product and have to price it out and think about scaling it and sourcing materials,” she says. “I did the troubleshooting already when I measured out materials for my students while teaching online, but it’s been really popular since the kits have been in stores for everyone.” 

Now, several hours and a pair of completely blue hands later (I wore the gloves, but was reckless with my splashing), I have a new set of pillowcases and several one-of-a-kind naturally-dyed tea towels. But the best part of the experience was the opportunity to be creative from the comfort of home. The beauty about these kits is that they are versatile: they can be an individual creative project, a date activity, or shared at a party. 

Although the world is starting to reopen again, and with that comes the opportunity to be in person and take part in creative workshops, there is something humble and validating about having access to these new projects from home and doing it on my own. Blue hands and all. 

For more information on Yuzu & Rose kits, or for in-person workshops, visit yuzuandrose.com.

This guide is part of Explore Santa Cruz 2021.

Art League Broadway Playhouse  

526 Broadway St., Santa Cruz, 831-426-5787, scal.org   

There’s an impressive art gallery on one end and a small black-box theater on the other. Overall, it manages to deliver some wonderful artistic splendor on both sides from creative locals.

Cabrillo Stage 

6500 Soquel Drive, Aptos, 831-479-6154, cabrillostage.com 

A live orchestra with high quality sets and production values enhance the performances of this acclaimed musical theater.

Henry J. Mello Center   

215 E. Beach St., Watsonville, 831-763-4047, mellocenter.org 

The lavish setting of South County’s premier performing arts center features a luxurious stage where concerts and performances are presented, including the Santa Cruz Symphony’s full season. (Each symphony performance is also at the Santa Cruz Civic Auditorium.)

Jewel Theatre Company  

1010 River St., Santa Cruz, 831-425-7506, jeweltheatre.net  

JTC performs at the Colligan Theater, located in the Tannery’s former hide house. The highly respected company produces an eclectic season each year that includes drama, comedy and one musical. 

Louden Nelson Community Center   

301 Center St., Santa Cruz, 831-420-6177 

The famed local center often attracts quirky and diverse offerings on the theater front, but take note of its other events—everything from senior yoga to dance. The hallway doubles as an art gallery. 

Motion Pacific 

131 Front St., Santa Cruz, 831-457-1616, motionpacific.com 

Dance culture in Santa Cruz County is mushrooming and evolving, and Motion Pacific is an important hub of education and performance. Take a class or catch a show, from burlesque to hip-hop.

Mountain Community Theater  

9400 Mill St., Ben Lomond, 831-336-4777, mctshows.org 

Still thriving in its third decade, MCT produces several ambitious shows a year, thanks to an engaged community’s support in the charming mountain town of Ben Lomond.

Santa Cruz Actors’ Theatre  

santacruzactorstheatre.org  

Known for productions of contemporary, cutting-edge plays along with new plays, this group produced one of the first short play festivals in the country: the renowned 8 Tens @ 8, which celebrated 25 years in 2020. 

Santa Cruz Civic Auditorium 

307 Church St., Santa Cruz, 831-420-5240 

The renowned Civic has hosted festivals, symphony concerts and an abundance of famous artists, including Tony Bennett, Bob Dylan and Ray Charles. Call or check local listings for events. 

Santa Cruz Shakespeare

501 Upper Park Rd., Santa Cruz, 831-460-6399, santacruzshakespeare.org 

The nationally recognized Santa Cruz Shakespeare has a new home after many years on the UCSC campus. Set in an outdoor forest theater in DeLaveaga Park, the Audrey Stanley Grove promises to host the same top-quality performances that have made this theater company beloved.

Tandy Beal & Company  

tandybeal.com 

They put on original shows spanning dance, theatre, circus and music. 

Art

Artisans and Agency   

1368 Pacific Ave., Santa Cruz, 831-423-8183, artisanssantacruz.com 

This showcase for local talent offers a slice of everything, from woodwork and ceramics to jewelry, prints and glass art.

Felix Kulpa

107 Elm St., Santa Cruz, 408-373-2854

Specializing in offbeat, sometimes quirky but always inventive, art shows. 

First Friday

Multiple locations, firstfridaysantacruz.com

Galleries and pop-up galleries countywide are at their most festive on the evening of the first Friday of every month, when dozens of venues display, for your pleasure, the unique visual feast that is the Santa Cruz arts scene.

Lille Aeske Arthouse 

13160 Hwy. 9, Boulder Creek, 831-703-4183, lilleaeske.com

Art gallery, intimate performance venue, community gathering site and space-for-hire in the San Lorenzo Valley.

Made in Santa Cruz   

57 Santa Cruz Municipal Wharf, 831-426-2257, madeinsantacruz.com 

Expect a large selection of original paintings, blown glass, ceramics, and sculptures from local artists. 

Mary Porter Sesnon Art Gallery 

Porter College, UCSC, 831-459-3606 

A wide variety of art covering all genres. Closed on university holidays and during summer.

MichaelAngelo Gallery  

1111 River St., Santa Cruz, 831-426-5500, michaelangelogallery.net 

Located across the street from the Tannery Arts Center, MichaelAngelo offers everything from art openings to fundraisers.

Santa Cruz Museum of Art & History 

705 Front St., Santa Cruz, 831-429-1964, santacruzmah.org

In addition to its ongoing exhibits and special events, the museum hosts interactive events. 

R. Blitzer Gallery

2801 Mission St., Santa Cruz, 831-458-1217, rblitzergallery.com

Renovated warehouse gallery on the Westside that features local and regional artists.

Santa Cruz Art League  

526 Broadway St., Santa Cruz, 831-426-5787, scal.org  

A charming creative hub and hotbed of activity, especially in October, when the annual Open Studios tour is underway.

Shen’s Gallery  

2404 Mission St., Santa Cruz 831-457-4424, shensgallery.com 

A huge selection of Chinese antiques not easily found elsewhere. Offers local delivery and worldwide shipping. 

Tannery Arts Center

1010 River St., Santa Cruz, 831-621-6226, tanneryartscenter.org

This live-work arts campus is the home of many arts events, galleries, two dance studios, live theater space, a cafe/bar, and more. Check the website for a calendar.

Open Studios Santa Cruz County 

santacruzopenstudios.com 

The Open Studios Art Tour offers an opportunity to explore creativity throughout Santa Cruz County, connecting art lovers with local artists during the first three weeks of October every year. 

Entertainment

515 Kitchen & Cocktails 

515 Cedar St., Santa Cruz, 831-425-5051, 515santacruz.com  

Often voted one of the best places to indulge in a signature cocktail, the popular hangout in downtown Santa Cruz offers a wide variety of inspired cocktails and a drink menu that changes regularly. Take note of the impressive Mediterranean food menu, too. A fantastic enclave for both students and professionals, 515 has it all. 

Aptos St. BBQ

8059 Aptos St., Aptos, 831-662-1721, aptosstbbq.com 

You can swing by Aptos St. BBQ for its succulent ribs, sausages, sandwiches, and vast selection of beer. 

The Blue Lagoon

923 Pacific Ave., Santa Cruz, 831-423-7117, thebluelagoon.com  

Dark, moody and with great drink specials, the Blue is infamous for its low-priced, epic punk and metal shows.  

Brady’s Yacht Club 

413 Seabright Ave., Santa Cruz, 831-425-9854  

The second living room for many Seabright residents, Brady’s is a perfect place to throw back a pint after work. 

Britannia Arms 

110 Monterey Ave., Capitola, 831-464-2583  

This authentic British pub offers a taste of Dear Old Blighty. Imported beer plus a full menu.  

Callahan’s Pub

507 Water St., Santa Cruz, 831-427-3119

Everything you want from a neighborhood bar. Come in for a quick drink or stay a while to watch a game, play some pool and enjoy the friendly bartenders serving 15 beers on tap. Plenty of parking!

Castaways 

3623 Portola Drive, Santa Cruz, 831-465-8200, thecastawaysbar.com 

A great neighborhood bar—festive, sporty, fun. This is a just-be-yourself-and-hang place. Good service and nice interior lounging options.

The Catalyst

1011 Pacific Ave., Santa Cruz, 831-429-4135, catalystclub.com

Santa Cruz’s landmark nightclub and social hub features live music on its main stage and atrium, plus pool tables and a bar upstairs.

The Crepe Place

1134 Soquel Ave., Santa Cruz, 831-429-6994, thecrepeplace.com  

Often overflowing, this is a locale to find touring up-and-coming indie bands. Doubling as a restaurant and a music venue, the Crepe Place houses an eclectic blend of concerts in a comfortable, intimate setting, plus late night dining.

The Crow’s Nest 

2218 East Cliff Drive, Santa Cruz, 831-476-4560, crowsnest-santacruz.com  

Offers a wide variety of live entertainment and dancing in the upstairs lounge. Add that to the full bar with ocean views and some appetizers from the Breakwater Grill, and you’ve got a classic night out in Santa Cruz. Full restaurant downstairs. 

Felton Music Hall

6275 Hwy. 9, Felton, 510-350-8896, feltonmusichall.com 

Nestled in bucolic downtown Felton, this live music venue will showcase local talent and touring musicians, as well as fresh craft food and drinks. 

Henflings Tavern

9450 Hwy. 9, Ben Lomond, 831-336-9318, henflingsbar.com

This mountain bar and grill offers some of the county’s best in free rock music several nights a week. Plus, it has one of the county’s more colorful open mics.

Kuumbwa Jazz 

320-2 Cedar St., Santa Cruz, 427-2227, kuumbwajazz.org  

The nonprofit Kuumbwa attracts legendary jazz icons in addition to world and local music. Food and drink are available. 

Michael’s on Main

2591 S Main St., Soquel, 831-479-9777, michaelsonmain.net 

This is a good place to hear some fun tunes while you enjoy their famous comfort food and visit their new taproom. 

Moe’s Alley 

1535 Commercial Way, Santa Cruz, 831-479-1854, moesalley.com  

Offering a dependably diverse and talented lineup each week—with blues, funk and Afro-Latin beats often stirring up the dance floor. A great bar, heated patio and music attract all age groups. 

Motiv
1209 Pacific Ave., Santa Cruz, 831-429-8070, motivsc.com 

Motiv has racked up a number of awards over the years, including Best Dance Club, Best DJ and Best Bartender. It is no wonder some call it the best party in town.

The Parish Publick House 

841 Almar Ave., Santa Cruz, 831-421-0507; 8017 Soquel Drive, Aptos,

831-708-2036, parishpublickhouse.com  

Rotating taps, full bar, delicious pub fare, full-on atmosphere. The Aptos location has patio seating.

The Rio Theatre 

1205 Soquel Ave., Santa Cruz, 831-423-8209, riotheatre.com 

This classy and streamlined setting draws big names of all genres from around the world. It offers a dance floor as well as plush, comfortable seating. 

The Red/The Red Room 

200 Locust St., Santa Cruz, 831-425-1913

One of the town’s best hotspots. The upstairs Red boasts a memorable menu—a great dinner lounge. The street-level Red Room is a funky throwback bar, completely original and distinct. 

Zelda’s on the Beach

203 Esplanade, Capitola, 831-475-4900, zeldasonthebeach.com 

Just a seashell’s throw from the ocean waves, Zelda’s is not the biggest bar in town, but it does pull in some of Santa Cruz’s top-notch talent for concerts.