After Facing Blowback for Raising a Pride Flag, SVUSD Works on a Broader Policy

When Ashley Perlitch learned the Scotts Valley Unified School District would raise the rainbow flag in May to honor Harvey Milk—the first openly gay elected official in California, who was assassinated in 1978—she was thrilled. The founder of the private Scotts Valley Families for Social Justice Facebook group, a forum for parents to work through problems their children face with racial bias and other inclusivity issues, thought it would be a great learning experience for her first-grade daughter.

“We were super excited,” she says. “This is the first year the school is doing it.”

And it gave her an idea: Why not keep the flag up for Pride Month in June? So she started a Google Doc and asked for parents with kids in the district to put their names down to strengthen the initiative. “My intention was to show the district we had community support,” she says, adding they got around 50 people on the quasi-petition.

As the signatures were rolling in, Perlitch received a message back from the district superintendent, who informed her the May flag-raising had generated blowback, and another one was out of the question—for now.

“The situation has caused all districts to take a pause on raising different flags,” Superintendent Tanya Krause wrote to Perlitch. “This action created some consternation and also multiple requests for a variety of flags to be raised.”

However, next year, she assured Perlitch, the district would revisit this “sensitive and important” issue.

“The County Superintendent is working with legal counsel and CSBA [the California School Boards Association] to review policies around this type of action,” she wrote. “In the meantime, we are going to discontinue raising any flags except for the U.S. and State flags.”

It wasn’t the response Perlitch was hoping for—by a long shot.

“I personally feel like we’re just dragging our feet,” she says, noting she believes administrators bowed to pressure from people who believe the rainbow flag is a political gesture, or that gay rights is a topic best left for home discussions. “I don’t think that Scotts Valley is full of bigots or anything. I just think there are people who are scared of change.”

Raising a Question

Flag-raising rule-changes are being evaluated in civic circles across the region—in some cases for the first time ever, highlighting the tightrope local elected officials are trying to walk as they attempt to streamline a patchwork of ceremonial approaches into a cohesive set of guidelines. 

Watsonville raised a rainbow flag on May 28 and will leave it up for the month of June—the decision also forced the city to establish a flag-raising policy. The city of Santa Cruz raised a rainbow flag on June 1, and this isn’t the first year they’ve flown the Pride banner. Capitola approved a flag policy on May 27 and raised its rainbow flag on June 1. It will fly there for the rest of the month, says Larry Laurent, the assistant to Capitola’s city manager Jamie Goldstein.

At the June 16 Scotts Valley City Council meeting, Mayor Derek Timm, the leader of the only city in the county that hasn’t raised a rainbow flag for Pride Month, plans to honor the Santa Cruz County Diversity Center with a resolution and make a motion to direct staff to draft a flag-raising policy. A staffing shortage prevented them from acting sooner, he says.

County officials have not yet been asked to fly the Pride flag but would’ve been happy to, according to county spokesperson Jason Hoppin. While they aren’t officially flying the rainbow colors this month, some of their facilities have done so in the past, he noted.

This year was deemed a breakthrough for the LGBTQ+ community in the local political realm, as the mayors of the county’s two largest cities (Jimmy Dutra of Watsonville and Donna Meyers of Santa Cruz) are both openly gay. They are only the second and third openly gay mayors in the county’s history—current California State Sen. John Laird being the first.

More than 120 people showed up to Watsonville’s first-ever Pride flag-raising, and Dutra, who led the festivities, called the ceremony a sign that “we have come a long way.”

Excellent Outcomes

When contacted June 3 by GT, a CSBA spokesperson said their organization, which represents public schools in California, had not been in contact with Scotts Valley Unified directly, or with Santa Cruz County’s Office of Education, about flag-raisings.

But they do have a “ceremony and observances” policy that allows local school boards to come up with their own rules, according to Chief Information Officer Troy Flint, who added the text of their equity policy includes “sexual orientation” and “gender identity” in the wording.

“If you don’t have a positive social climate at your schools, you’re not going to achieve excellent outcomes,” Flint says. “We will continue to be firm in our belief that we need to respect students of various backgrounds; that is not just our perspective—it’s really the perspective of California law.”

California’s education code says no one “shall be subjected to discrimination on the basis of disability, gender, gender identity, gender expression, nationality, political affiliation, race or ethnicity, religion, sexual orientation, or any other characteristic that is contained in the definition of hate crimes,” among other rules about inclusivity in learning.

“We expect local districts to stand up for students of different gender identities and different sexual orientations,” Flint says. “When you make policy, you make it broad enough that it’s clear what the goal is. Then at the local level you have to trust that the governance teams will be able to apply that in a way that fulfills the intent of the policy.”

Scotts Valley Unified’s flag-raising was part of a countywide initiative on May 17-21, County Superintendent of Schools Faris Sabbah said in an email interview.

“I absolutely believe that flying the rainbow flag is aligned with the County Office of Education’s effort for diversity, equity, and inclusion,” he says, noting his staff partnered with the Safe Schools Initiative to distribute materials about Harvey Milk and shared optional curriculum with teachers. “We were so proud to see the flag raised at so many schools across the county.”

Now, he says, his office is drafting an official flag-raising policy.

“We are sending out this draft policy to all districts for their boards to consider implementing,” he says, adding his office is flying the Pride Flag for the entire month of June.

Mike Heffner, superintendent-principal of the Bonny Doon Union Elementary School District, says the district raised the rainbow flag “as a symbol of acceptance and inclusivity.”

Not having a flag-raising policy in place didn’t complicate the process this time, he says, but adds, “We are working to update our policy and administrative regulations for greater clarity in the future.”

Michelle Rodriguez, superintendent of the Pajaro Valley Unified School District, says the district has an LGBTQ+ task force that helped create the Feb. 24 board resolution that allowed it to raise the progress flag. This was a similar process to when the district chose to fly a flag honoring soldiers missing in action, or who have become prisoners of war, she says.

The rainbow colors will also fly for the month of October to recognize National Coming Out Day, on the 11th of the month, she says, adding the objective is “to inspire equity, create alliances, celebrate diversity, and establish a safe environment in our schools and community.”

Teaching Moments

Perlitch says she was inspired to create her social justice group in the wake of Black Lives Matter protests in Scotts Valley. At the time, she says, she felt like Scotts Valley Unified wasn’t doing enough to deal with diversity problems—particularly racial bias.

“It didn’t seem like the school was really addressing it in an appropriate way,” she says. “I started this group to build a community around it.”

As a woman of Mexican descent married to a Jewish husband, with one child in the district and another who soon will be, the subject is close to her heart. Far from a social media “slacktivist,” Perlitch has been attending school board meetings via Zoom and is working to develop coalitions with like-minded people.

“This is just me trying to help teachers,” she says. “I mean, they’re so overwhelmed with everything else.”

For example, she says she met with Assistant Superintendent of Education Services Michelle Stewart and Director of Student Services Steven Hoy on the topic of restorative justice. Many—often anonymous—posts on the Facebook group touch on racial issues, but also feature concerns shared by parents of LGBTQ+ and disabled children, Perlitch says.

“We have a lot of detailed accounts of children’s [negative] experiences with the school district,” she says.

Superintendent Krause says the concerns about their Harvey Milk observances provided a useful lesson for district officials.

“We have learned some new things during this process and [are] currently reviewing policies, education, and government codes related to displaying commemorative flags,” she says. “Yes, there were concerns expressed not only in SV, but also in other school districts, as well. Additionally, we and others also received comments of support for raising the Pride flag.”

Meanwhile, Perlitch says she was excited to hear the Scotts Valley Education Fund recently donated $5,000 to the district to buy library books featuring a wider array of perspectives, and she applauded Scotts Valley Unified for instituting anti-bias training that was optional for parents but mandatory for employees. And she’s been pleased by the work of the Cultural Responsiveness Committee, which is trying to improve—or remove—outdated lessons in the curriculum.

“Actually, the district is doing a lot of stuff to make school more inclusive,” she says, adding even though things are moving more slowly than she’d like, she believes it has been making serious progress. “It’s awesome. I’m so happy.”

Rob Brezsny’s Astrology: June 16-22

Free will astrology for the week of June 16

ARIES (March 21-April 19): Aries playwright Tennessee Williams was honest about the trickery he engaged in as he composed his entertaining masterpieces. “I don’t want realism,” he exclaimed. “I want magic! Yes, yes, magic! I try to give that to people.” I fully support you, Aries, if you would like to make that your goal in the next three weeks. In my astrological opinion, you and the people in your life have more than a mild need for magic. Your ability to thrive depends on you all getting big doses of magic.

TAURUS (April 20-May 20): On my wall is a poster that says, “Avoid the Tragic Magic Triad: taking things too personally, taking things too seriously and taking things too literally.” This advice doesn’t refer to important matters, like my health or my ongoing fight against our culture’s bigotry. I take those issues very personally, seriously and literally. Rather the motto refers to trivial and transitory issues, like the new dent made in my car by a hit-and-run driver in the Whole Foods parking lot or the bad review of my book on Amazon.com or the $18 that a certain Etsy seller cheated me out of or the joke about the size of my nose that some supposed friend made on Twitter. According to my reading of astrological omens, Taurus, you would benefit right now from meditating on things like these that you take too seriously, personally and literally. Here’s Don Miguel Ruiz: “There is a huge amount of freedom that comes to you when you take nothing personally.”

GEMINI (May 21-June 20): “I remember wishing I could be boiled like water and made pure again,” writes poet Jeffrey McDaniel. Judging from the current astrological omens, Gemini, I think you could be made reasonably pure again without having to endure an ordeal like being boiled like water. Do you have ideas about how to proceed? Here are mine: 1. Spend 15 minutes alone. With your eyes closed, sitting in a comfortable chair, forgive everyone who has hurt you. Do the best you can. Perfection isn’t necessary. 2. Spend another 15 minutes alone, same deal. Forgive yourself of everything you’ve done that you think of as errors. Perfection isn’t required. 3. Spend another 15 minutes alone. Imagine what it would be like to unconditionally love yourself exactly as you are. 4. Spend another 15 minutes alone. Remember 10 amazing moments that you enjoyed between ages 5 and 13.

CANCER (June 21-July 22): On June 23, 1940, Wilma Rudolph was born prematurely to a family that already had 19 other children. During her childhood, she suffered from pneumonia, scarlet fever, polio and infant paralysis. The latter two diseases damaged her left leg, and she wore a brace until she was 12 years old. Nevertheless, by the time she was in high school, she had become a very good athlete. Eventually she competed in the Olympics, where she won four medals and earned the title “the fastest woman in history.” I propose that we name her your official role model for the rest of 2021. May she inspire you to overcome and transcend your own personal adversity.

LEO (July 23-Aug. 22): Leo-born P. L. Travers wrote the children’s books about Mary Poppins, a nanny with magical powers. She was thoroughly familiar with folklore, ancient myths and the occult. The character of Mary Poppins, Travers said, was a version of the Mother Goddess. But in her writing process, she drew inspiration mainly from what she thought of as the vast dark nothingness. She wrote, “I’ve become convinced that the great treasure to possess is the unknown.” To generate her tales, she listened to silence and emptiness. I recommend you emulate her approach as you create the next chapter of your life story.

VIRGO (Aug. 23-Sept. 22): Virgo poet Melissa Broder writes, “Romantic obsession is my first language. I live in a world of fantasies, infatuations and love poems.” I wouldn’t normally authorize you to share her perspective, but I will now. The astrological omens suggest you have something important to learn from being more enamored and adoring than usual. If you say yes to the deluge of yearning, you’ll gain access to a type of power that will prove very useful to you in the coming months.

LIBRA (Sept. 23-Oct. 22): Libran author Oscar Wilde disproved the misconception that Libras are wishy-washy, overly eager to compromise and inclined to overthink everything. His writing had wit and flair, and his life was vivid and daring. He wrote, “There are moments when one has to choose between living one’s own life, fully, entirely, completely—or dragging out some false, shallow, degrading existence that the world in its hypocrisy demands.” I suspect that one of those pivotal moments will soon be coming up for you. Be Wilde-like!

SCORPIO (Oct. 23-Nov. 21): Philosopher Simone Weil wrote, “Only the light that falls continually from the sky gives a tree the energy to push powerful roots into the earth. The tree is actually rooted in the sky.” As you bolster your foundations in the coming months, as you deepen your roots, I hope you keep Weil’s brilliant observation in mind. Like a tree, the nourishment that will help you grow the stamina and strength and structure you need will come as you turn to the brightest, warmest, highest sources of inspiration.

SAGITTARIUS (Nov. 22-Dec. 21): To be in groovy alignment with cosmic rhythms, you won’t merely walk, and you certainly won’t trudge. Rather you will saunter and ramble and promenade. You will strut and rove and prowl. Likewise, you won’t just talk, and you certainly won’t mutter or grumble. Instead you will banter, rhapsodize, improvise, beguile and lyricize. Catch my drift? You won’t simply laugh, but will chortle, cackle and guffaw. In other words, Sagittarius, you are authorized to imbue everything you do with style, panache and imagination.

CAPRICORN (Dec. 22-Jan. 19): Congratulations on being such a duty-bound, no-nonsense adult. May you continue to ply your dogged persistence and beast-of-burden attitude as long as it gets important tasks done, helps you feel useful and doesn’t make you sick. But if you do get tempted to depart from the sacrificial path anytime soon, please know that you will not offend any gods or demons. Nor will you incur a karmic debt. In fact, I believe you have cosmic clearance to dabble with lightheartedness for a while. You should feel free to experiment with fun and games that appeal to your sense of wonder.

AQUARIUS (Jan. 20-Feb. 18): “I can barely conceive of a type of beauty in which there is no melancholy,” wrote poet Charles Baudelaire. What?! That makes no sense. I’m aware of millions of beautiful things that aren’t tinctured with melancholy. California’s Mount Shasta in the late spring twilight, for example. New York City’s Guggenheim Museum, a gorgeous gleaming building designed by genius architect Frank Lloyd Wright. The Marmore waterfalls in central Italy. The gardens of painter Claude Monet in Normandy, France. David Byrne’s gloriously hopeful website, reasonstobecheerful.world. I mention this, Aquarius, because I expect life to bring you a flood of non-melancholic beauty in the coming days. Take advantage of this grace to replenish your trust in life.

PISCES (Feb. 19-March 20): Piscean author César Aira praises the value of escaping one’s memories. He writes, “Forgetting is like a great alchemy free of secrets, transforming everything to the present.” I’d love to see you enjoy alchemy like that in the coming weeks, dear Pisces. It’s a favorable time to lose at least some of the inhibitions and limitations you think you have to accept because of what happened in the past. As Aira says, forgetting “makes our lives into a visible and tangible thing we hold in our hands, with no folds left hidden in the past.”

Homework: My birthday’s coming up. I welcome your blessings! ne********@***************gy.com or P.O. Box 4399, San Rafael, CA 94913.

Gilroy’s Martin Ranch Winery is Only Getting Better

Most lovers of Santa Cruz Mountains wines know Martin Ranch Winery. Owners Thérèse and Dan Martin have been in the biz for more than 25 years—and their wines only get better.

They now make wine under three labels: Martin Ranch, J.D. Hurley and Soulmate. J.D. Hurley’s 2017 Cabernet Sauvignon is a splendid example of a full-bodied Cab.

Robust and brimming with dark-fruit aromas, this Santa Cruz Mountains Cab ($30) won a gold medal at the 2020 San Francisco International Wine Competition, and a silver in 2021. Awash with ripe cherry and plum flavors, then “kissed with soft, balanced tannins,” the winemakers suggest pairing it with blue cheese, all grilled meats or a mushroom risotto.

The Martins operate a delightful tasting room in the bucolic hills of Gilroy. Both Thérèse and Dan are hands-on winemakers, along with “harvest-to-bottle” wine-production assistant David Dockendorf.

And in case you’re wondering if there will be enough varieties to taste at the winery, Martin Ranch also makes Merlot, Nebbiolo, Carignane, Malbec, Syrah, Sangiovese, Mourvèdre, Viognier, and Chardonnay, That should cover you for an afternoon of tasting!

Martin Ranch Winery, 6675 Redwood Retreat Road, Gilroy. 408-842-9197, martinranchwinery.com.

Santa Cruz Fish Co.

Santa Cruz Fish Company’s Salmon Surf Burgers are made in Santa Cruz County using Mt. Cook freshwater king salmon. These delicious gourmet burgers are top-shelf, using some of the best-tasting premium salmon in the world. The company is doing a Summer Sampler Box for $99, as well as a BBQ Grilling Box for $199, both with free shipping. Visit santacruzfishco.com or email sa*************@***il.com for more info.

Wine Tasting at Seascape Sports Club

Seascape Sports Club has started up its popular series of wine-tasting Fridays from 5:30-7pm. Taste the wonderful wines of Soquel Vineyards (four different ones) as you listen to live music and enjoy heavy hors d’oeuvres. The event is open to members and nonmembers. Cost is $25 and you can pay at the door.

Seascape Sports Club, 1505 Seascape Blvd., Aptos. 831-688-1993.

Wooden Nickel Bar and Grill Spans Generations

The Wooden Nickel Bar and Grill is a locals gathering spot with a generational following that owner Leo Welsh describes as a melting pot for the city of Watsonville. He bought the place 38 years ago; before that, it was a bar dating back to 1935. He says veterans in their 90s have told him they had a drink there before going off to fight in World War II. Welsh is also the chef—when no one responded to his original “Help Wanted” ad, he decided to take on the role himself. He describes the food as continental American cuisine, and they are open for breakfast, lunch and dinner Monday-Saturday from 9am-8pm. GT spoke to him recently about the menu’s mentionables.

What breakfast dishes are most popular?

LEO WELSH: We probably sell more skirt steak than anything else, which is part of our steak and eggs breakfast. It’s marinated, charbroiled, and teriyaki glazed and comes with eggs of choice, hash browns or home fries, and toast or buttermilk pancakes. Another popular dish is our Dirt Digger, named in honor of our local construction workers who like to eat big. It has ham, bacon and sausage, and it’s a really hearty and filling plate.

What highlights are on the lunch and dinner menu?

Our most popular lunch item is our Nickel Burger, a rich and flavorful half-pound patty on a sourdough bun that comes topped with bacon, mushrooms, avocado, cheese, lettuce, and sprouts. It has won Best Burger in South County several times. Our clam chowder [available Friday and Saturday only] is also a must-try. People often come in just for it, and it can come with one of our many half-sandwiches. For dinner, we feature chargrilled ribeye, New York, and skirt steaks. They come with soup or salad, a baked potato, house vegetables, and are topped with mushrooms sautéed in butter and garlic. We do a ton of fish and chips, too. The fish is always fresh from Stagnaro’s and is done classically and lightly battered. On every lunch and dinner plate, we also serve a slice of housemade chocolate cake. It’s kind of our signature touch; people really like it and talk about it, and it’s a unique after dinner treat. But sometimes people eat it first, almost as like an appetizer—and often ask for another slice later for dessert.1819 Freedom Blvd., Freedom. 831-724-2600, woodennickeltoo.weebly.com.

After a Long Wait, Mentone Delivers on Every Level

Everything on the Mentone menu pops with flavor and color—nothing tentative or subdued.

The menu is concentrated, which means that ordering is easy. Whatever jumps out at you is the right choice. Everything is handcrafted, from the complex Wagyu bresaola to a sculptural platter of fresh asparagus supercharged with flavors of anchovy, Meyer lemon, the unexpected tang of tarragon and Parmesan. Plenty of custom salumes. The pizzas from Mentone’s wood-fired Mugnaini oven are gossamer platforms for superstar toppings. A few pastas for sharing. One irresistible dessert, a supernatural housemade creamy gelato. Everyone orders it, everyone sighs. Intelligent cocktails, wines from Italy, France and California, and an interior at once chic and relaxing.

Mentone is a hit, and after a year’s wait for the opening of this sleek, industrial modern dining room, David Kinch and his highly skilled staff deserve it. With the first sips of our cocktails, Melody and I knew we were in the right place to celebrate our regional reopening. Make note: There are three house Negronis! But I’m into the spritz concept right now, and the seasonal Don’t Rhub It In called out. A tall glass of pale pinkness, the cocktail offered prosecco with rhubarb syrup and two aperols—sirene aperitivo and cocchi americano ($14) topped with a white lavender flower. Summer in every sip. And perfection to pair with small puffs of local sardines crisp in a lacy batter, Meyer lemon aioli to dip ($9).  

But I was just as impressed by my companion’s Southern Cruz ($14), a short glass filled with tequila, galliano, Meyer lemon, pepper and Calabrian oil. A single oversized ice cube kept it all chilled, and a tiny slice of hybrid citrus perfumed every sip. Dynamite. Mentone is the place to try a new cocktail, perhaps at the gorgeous bar where bottles glow like jewels against the tall window.

Our fellow diners occupying a mix of tall central tables, snug booths and facing banquettes all looked good against the ochre walls dotted with vintage photos of Italian and French movie stars. The food is the real decor in this no-fuss upmarket pizzeria. And throughout our meal, the service was expert. No hovering, but eyes were always on all the tables, making sure all was well. General Manager Chris Sullivan stopped at every table making sure patrons were happy. They were.

A gorgeous plate of crimson Wagyu beef bresaola ($18) arrived, followed swiftly by a primi of asparagus perfectly steamed and finished in the broiler ($14). The beautiful green spears glistened in anchovy and olive oil, perfumed by tarragon, and dusted with Parmesan and micro breadcrumbs. Rosettes of avocado cream dotted each spear—an amazing sequence of flavors and textures. The marinated, air-dried and aged-for-three-months beef was the sort of thing that could change lives. Arranged into a crimson rose, each slice was fringed with black pepper and piquant with salt. Alchemy with our cocktails. Then came our pizza, the house bianco with three cheeses and a liberal center of pesto, a sauce close to chef Kinch’s heart ($21). Feather light and piping hot, it renewed the entire idea of pizza.

In tables next to ours, diners were working their way through the entire menu, something I intend to do in the near future. To finish, our perfect espressos were joined by a shared bowl of housemade fior di latte gelato, infused with sea salt and olive oil ($8) This is the dessert you want for your final dish on earth. 

Mentone is what you’ve been waiting for. Make your reservations now. Kudos to Kinch and team! Mentone, 174 Aptos Village Way, Aptos. Wednesday-Sunday, 5-9pm. mentonerestaurant.com.

Explore Santa Cruz 2021

This year’s Explore Santa Cruz magazine is celebratory through and through.

It’s exciting for me to see these pages once again packed with places to go and things to do—many of them places we couldn’t go to and things we couldn’t do a year ago, thanks to the pandemic. And the features that open each section have a real joy to them, too. Who knew it would be emotional to write about a spa place finally reopening? Or the ways that restaurants and other local businesses have innovated to survive—and now, hopefully, thrive.

But each story in this issue gets me where I live, because it means something about who we are as a community, and how far we’ve come since the shutdown of March 2020. Santa Cruz County is back! Whether you’re a local or a visitor, let this magazine be your guide to discovering it, or rediscovering it all over again!

STEVE PALOPOLI | EDITOR


READ ALL EXPLORE SANTA CRUZ 2020 COVERAGE:

Guides:

Featured stories:

FULL ISSUE:

Browse the full flip-through edition of the Explore Santa Cruz 2021 magazine:

Cover photograph by Max Burns, Insta: @maxbphotography. Cover design by Kara Brown.

Santa Cruz Naturals Dispensary Celebrates 10 Years

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.

Explore Santa Cruz 2021: A Guide to Santa Cruz Rest and Relaxation

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. 

Well Within is Back, Just in Time for Overdue Self Care

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.

Explore Santa Cruz 2021: A Guide to Santa Cruz Shops

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.

After Facing Blowback for Raising a Pride Flag, SVUSD Works on a Broader Policy

Scotts-Valley-Pride-Flag
Flag-raising rule-changes are being evaluated in civic circles across the region—in some cases for the first time ever.

Rob Brezsny’s Astrology: June 16-22

Astrology, Horoscope, Stars, Zodiac Signs
Free will astrology for the week of June 16

Gilroy’s Martin Ranch Winery is Only Getting Better

Martin-Ranch-Winery
Owners Thérèse and Dan Martin have been in the biz for 25 years

Wooden Nickel Bar and Grill Spans Generations

Wooden-Nickel-bar-and-grill
The locals gathering spot is described as a melting pot for the city of Watsonville.

After a Long Wait, Mentone Delivers on Every Level

Mentone-Aptos
The sleek and modern Aptos eatery is a hit.

Explore Santa Cruz 2021

The best things to do and places to go in Santa Cruz County

Santa Cruz Naturals Dispensary Celebrates 10 Years

Santa Cruz Naturals sources over 70% of its products locally

Explore Santa Cruz 2021: A Guide to Santa Cruz Rest and Relaxation

Best of Santa Cruz Best of Santa Cruz County 2018 DeLaveaga golf
A guide to a wide range of relaxation

Well Within is Back, Just in Time for Overdue Self Care

Waters flow again at the iconic Well Within Spa

Explore Santa Cruz 2021: A Guide to Santa Cruz Shops

A guide to a wide range of shopping
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