Touring one-man band and viral video star Saxsquatch, appearing as Bigfoot April 4 at Felton Music Hall (6275 Highway 9), has a motto that feels helpful: “Be what you believe in.”
At the moment that messaging appears on a Saxquatch show poster on the wall at FMH. But it also thumps in the heart of the concert venue, which positions itself less than a mile from the legendary Bigfoot Discovery Museum.
Last week, a different creature took the stage. As Chicago-based Pelican gave wings to its own take on instrumental-atmospheric metal, local craft beer flowed in the lodge-like bar area, and “ (which is open 5-8pm show days and 11am-8pm Friday-Sunday).
I was there on behalf of KRML 94.7FM Radio—which is definitely being-what-it-believes-in, namely that local radio works—having extended its independent airwaves to Santa Cruz last year, while partnering with the likes of FMH and the Catalyst on a concert calendar airing around 12:45pm weekdays.
And while there’s a lot going on at FMH, plenty more awaits in its vicinity. Here appears a round up:
• At The Grove (6249 Highway 9), pastry chef-owner-operator-pop up legend Jessica Yarr continues to honor a believe-in-what-you-want-to-be approach and her Felton heritage. (Her parents, after all, ran the aforementioned Bigfood Museum!) Grove just celebrated its second anniversary and has new hours as of this week—8am-2pm Monday-Thursday, 8am-6pm Friday Saturday, 8am-3pm Sunday—to pair with 1) a new dinner program three times a week; 2) weekly supper club take-home menus starting the first week of April; 3) upcoming Thursday neighborhood nights; 4) a more involved catering operation; and 5) #YarrStar appearances at upcoming events like Pebble Beach Food & Wine (April 10-13) and Santa Cruz Mountain Mushroom Festival (May 4-5), thegrovefelton.com.
• Over in the kitchen at the mountain branch of Taqueria Vallarta (6272 Highway 9, Felton) I decided to test them out on one of my go-tos, remembering every Mexican-food lover should have a favorite barometer—or five—for quality taco spots. Their carnitas tacos are a tribute to a treasured category for me, juicy yet crispy, rich yet not greasy, loaded with a towering lump of toppings, enjoytaqueriavallarta.com.
• Even a reinvented gas station is adding flavor: Great Gas & Food Mart (6320 Highway 9) has replaced Cornerstone Gas and—on top of already updated snacks, hoodies, and a surprisingly stocked tobacco, cannabis and smoking gear gallery—has a coffee shop on the way, (831) 335-9104.
• Cult hit Emerald Mallard, a chef Lance Ebert joint nesting in Humble Sea Tavern (6256 Highway 9, Felton), leans toward contemporary Francophile-Californian, with artisan breads and croque madames. While the OG smash burger continues to headline during regular Thursday-Saturday dinner hours, Point Reyes oysters, duck leg confit, fried chicken sandwiches and Thursday-Friday happy hour specials (4-5pm) also do well. Then there’s occasional Ramen Nights with steamed bao buns, chicken katsu and what I really want to believe in: kimchi okonomiyaki, emeraldmallard.com.
Editor’s note: Details about Emerald Mallard menu changed on April 12, 2025.
Serving signature no-frills frankfurters in Watsonville since 1954, Taylor Brothers Hot Dog Stand has been passed down through three generations, originally founded in Visalia by Matt Taylor’s grandpa and great uncle.
Matt had originally planned to follow in his dad’s law enforcement footsteps, but found he wasn’t feeling that path and was instead called to the family business. Born and raised in Visalia, he started working at that stand right out of high school, going from employee to manager and then co-owner at age 26.
Taylor defines Taylor Brothers Hot Dogs in Watsonville as definitionally classic and old school, from the walk-up neon diner feel to the simple menu and business model that has gone mostly unchanged over 70-plus years of history. The hot dogs are the menu item, a beef/pork blend that comes in one size and is prepared on a steam table.
The traditional white bread buns track, served steamed, fluffy and soft. The standard dog comes with mustard, sweet relish, onions and Matt’s grandma’s proprietary beef chili recipe—not too sweet, not too spicy and with no beans. Bag chips like Lay’s, Ruffles and Fritos are offered pairings, as well as candy and soda.
Define the hot dog’s role in Americana.
MATT TAYLOR: The hot dog has a special place in American culture, from Nathan’s July Fourth contest to countless summer cookouts and picnics. And sporting events too, especially baseball, which our family is huge fans of and is synonymous with hot dogs. It really is the perfect hand-to-mouth food; it doesn’t drip or make a huge mess. It’s totally self-contained and you don’t need a table to eat it, the simplicity of it as a food is unrivaled.
To what do you attribute the business’ longevity?
It builds on itself because at this point after 70 years, we’ve had generations of people coming to the stand. There is a big sense of nostalgia that’s really huge for us, and we hold a special place in people’s hearts and Watsonville’s culture. I can’t go an hour working the stand there without hearing so many special and unique customer stories and family memories. Maybe it was a first date here, or the Saturday spot to go with dad, or getting hot dogs and sneaking them into the movie theater.
At first glance meditation might sound simple—sit still, stay present, focus on your breath, tame that nagging inner voice. It just as quickly becomes clear that sitting still and staying present is harder than you think. Studies have been done on this, and given the choice between sitting in silence and an electric shock, most participants apparently assumed the mental anguish of a quiet mind would be worse.
Yet, this exercise of silently sitting still is the practice local meditation teacher Bob Stahl, Ph.D has been delivering to Santa Cruz for the past 30 years. And today, he says, these teachings are more important than ever.
As I was preparing to interview Dr. Stahl, I did a quick search to learn more about his work. That’s when I became confused. His name came up in association with Rhode Island’s Brown University, New York’s Omega Institute and other renowned East Coast retreat centers. Did I have the right guy?
Turns out I did. Stahl’s résumé reads like a who’s who of mindfulness history, blending decades of experience in meditation, psychology and teaching. A leader in Mindfulness-Based Stress Reduction (MBSR), and founder of multiple MBSR programs in major medical centers, he’s trained with some of the most respected names in the field, including Jon Kabat Zinn, credited with establishing the practice.
Although Stahl is retired these days, I was lucky enough to attend a recent session he filled in for at Insight Santa Cruz, the Buddhist meditation center located on Front Street next to Trader Joe’s. More on that in a minute.
Back to the Zoom interview. Getting right down to business, I introduced myself by sharing a story of a friend. Ten years ago, she convinced her husband to attend one of the free mindfulness orientation sessions Stahl offered at Dominican.
At that time he offered a mainstream version of meditation especially for newcomers, minus the Buddha-speak. My friend hoped attending a session would help type-A+ husband to develop more patience, or at least take his typical angst down a notch.
The experiment was a flop. The husband reported being ready to lose it by the time he completed the slow, mindful walk he’d been assigned—a traverse from one side of the room to the other. He even complained that Stahl’s calming vocals invoked more ire than tranquility.
Although I didn’t disclose this level of detail in my interview with Dr. Stahl, I hoped I was able to communicate the sentiment many of us feel at a lesser level. We in no way have time to sit still and do nothing. And sitting down when your mind is racing is more stressful than just running around and getting #hit done. I ended my brief account with a question.
“Is meditation a practical approach for the everyday person trying to manage stress?”
Stahl answered by describing what he called MSBR-founder Jon Kabat Zinn’s deepest intention: “to help alleviate suffering from anyone living with stress, pain, or illness, so it’s much more in the language of the mainstream.”
He explains, “there are different underpinnings when it comes to sitting for mindfulness meditation. It’s taking the religious part out of it but bringing in the rich psychology that can really support one living with stress, pain, and illness, so you do not need to be a Buddhist to practice mindfulness.”
Stahl acknowledges that in 30 years of teaching, most people who enroll in the eight-week mindfulness-based stress reduction program often experience deep benefits, but they have to want to be there. I was surprised to hear him cite a 75% program completion rate, but he attributes that in part to the free orientation session offered prior to sign-up. Thinking back to my friend’s story, it made sense. Run if you must.
Stahl says interest in mindfulness has exponentially grown, thanks to a tremendous amount of research published in medical journals about benefits of the practice, from reducing chronic pain and anxiety to lowering blood pressure, to name a few.
Stahl notes that when he taught his very first class in 1991, at the Cabrillo College Stroke Center, he started by asking the 25 people in the room, “How many of you heard of mindfulness? Maybe two out of 25 would have raised their hands. Now when he asks that same question of the same number of people, it’s more like 23 out of 25.
He elaborates, “It may not cure illness, of course, but one can begin to learn to relate and live with the illness in a much wiser way, so it’s developing more wisdom and compassion. The heart of this practice is cultivating acceptance.”
For those of us who are stressed or in pain, and interested in learning more about mindfulness and meditation, “Where would you suggest we start?”
“Insight Santa Cruz would be a great place. They have introduction to meditation classes there. Yes, it’s in the Buddhist world, but no one here is interested in making anyone a Buddhist. And they have classes and meditation groups almost every day.”
The following day I made my way to the Galleria on Front Street to attend a free meditation session at Insight Santa Cruz from noon to 1pm. Not knowing what to expect, I arrived to a group of around 30 people present in the room, seated in wide rows of folding chairs or cross-legged atop cushions on the hardwood floor. In the background a large screen beamed rows of faces into the corner of the spacious gold-hued room.
People were my age, my kid’s age, my mom’s age. Everyone was casually dressed and looked comfortable. The large Buddha statue was the only giveaway that this wasn’t a typical contemplative workshop.
I arrived later than I’d planned, (good old Highway 1!), quietly took off my shoes and slid onto a seat near the door. Joining the group, I closed my eyes and sat in silence for what turned out to be 30 minutes. While that may sound excruciating, some say after the first 15 the mind begins to settle, and the practice begins to flow. It seemed to work.
This state of communal calm prevailed in the room until Stahl rang a series of three gentle chimes as a signal to end with some words of inspiration.
I was reminded of Bob’s description of the impact of meditation practice from our first conversation: “We want things to go a certain way. But often they don’t. How do we learn how to go with things as they are? By developing wisdom and compassion, right? And there’s more of a need for that now than ever.”
Today his voice was made audible with the help of a headset as he expressed this sentiment to the group. “Meditation is meant to give us some perspective. We can get so lost in the great turmoil that’s happening now. When we lose ourselves, it just feeds greater and greater anxiety. Sometimes we need to take care of ourselves, of our hearts, to remember that we’re part of this universe, not against it.”
I’m reminded of the prior day, when Stahl closed our interview with a story of his own. “I’ve been thinking of Carl Sagan, the astronomer who passed away some years ago. He was involved in the satellite Voyager project of taking a picture of the planet Earth from Pluto. They were actually able to get that picture.
“Sagan wrote an essay called ‘Pale Blue Dot,’ and in the picture you can see the planet Earth. It’s like speck of dust, he says, suspended in a sunbeam and, as you look beyond the vastness of the universe, you can really see there’s no one else out there to save us from ourselves.”
The message is the same. “To remember, what’s really important in life is to care for oneself and for each other.”
My favorites change, but there’s an Ube ice cream that’s pretty good. It’s purple, but it has a vanilla marshmallow flavor.
Stella Starkweather, 19, Glass Sculptor
AIDAN
I like Cookies and Cream at Penny Ice Creamery, so you get the chocolate Oreo flavor and the crunch of the cookie. It’s a nice contrast to the smoothness of the creamy vanilla.
Aidan Pond, 23, UCSC Cognitive Science Major
SAMANTA
Rocky Road! I like that it has different textures. I like a little bit nutty if it’s not too overwhelming and I love chocolate.
Samanta Lomeli, 22, Care Team
TYLER
Coffee or vanilla by Tillamook. Maybe an ice cream float made with coffee or vanilla in a pint of Guinness for Saint Patrick’s Day.
Tyler “Woof” Geul, 38, Naturalist
CANDY
I think Matcha Green Tea ice cream, and Garden Creamery in San Francisco makes the best.
Stop me if you’ve heard this one before. Two seasoned, veteran comedians, with over 60 years experience between them combined, walk into the Kuumbwa Jazz Center to dually record their first solo comedy albums.
No?
Well, that’s exactly what’s going to happen on March 21 when comedians DNA and Karin Babbitt hit the stage at Kuumbwa Jazz Center. It will be the second night of recording for both, coming off the first night of taping in Mill Valley.
So why did it take so long for either one of them to finally get their jokes recorded?
“It never occurred to me,” Babbitt says matter-of-factly but with a slight smile in her voice.
For DNA—the impresario behind the Santa Cruz Comedy Festival—it’s something he’s thought of throughout his two decades of comedy.
“It’s a bucket-list thing,” he says. “But I’m also ready. I’ve been doing this for 18.6 years and I have all this material I want to get catalogued.”
The idea for the double show came about when DNA originally shopped the idea to record his album to a different label that wasn’t taking on new artists. That’s when he remembered Punchline Records, an underground Bay Area label run by Matthew Layne.
Founded in 2022, Punchline Records is known as a micro label, meaning they only release material digitally, allowing artists the freedom to release hard copies if they so choose.
“One of their mission statements is [releasing material from] ‘legendary voices you haven’t heard,’” DNA explains.
For added fun—“or maybe because of codependency,” as DNA says—he asked his good friend and fellow Santa Cruz comedian Karin Babbitt to join.
“We both worked really hard to have set bits, but that’s also created a lot of anxiety,” Babbitt says. “When you’re in front of a crowd and doing comedy at people, it’s a terrible experience for both the comic and the crowd. So we’re gonna go in knowing our bits but also be flexible to what happens in the room at the moment.”
The two originally crossed paths when a local article about the Santa Cruz comedy scene was published highlighting DNA and containing no mention of Babbitt.
“My ego was all ready to go,” she says.
And rightfully so.
Originally from Southern California, by the time she was in her early 20s Babbitt was working the Los Angeles comedy scene. She was a regular at the legendary Comedy Store, doing her routine alongside Richard Pryor, Robin Williams and Eddie Murphy. Her name is still painted next to Jerry Seinfeld’s on the club’s cherished wall of entertainers.
Shortly after she moved to Ben Lomond in 1988, Babbitt was one of the creators and producers of a number of local comedy shows, such as The Last Laugh (where—during the height of the AIDS pandemic—local comedians wrote jokes for terminally ill AIDS patients who always wanted to do stand-up) and 1989’s Laughquake, a benefit for some of the Loma Prieta earthquake’s hardest hit survivors.
As Babbit puts it, the two exchanged snarky letters and sparred with verbal quips overtime until the inevitable happened.
“We found out, ‘Oh my god! You’re so cool!’ and started having this incredible appreciation between us,” she laughs.
“Then we found out we also work together really well.”
In fact, the respect was so mutual DNA wrote a Good Times cover article about Babbitt’s return to the comedic stage in 2022.
“I love Karin so much,” he says. “I love everything about her. She’s a good person and a mensch.”
As many Santa Cruzans know, DNA moved back to Chico two months ago after producing some 2,000 shows—more than 280 at his one-time DNA’s Comedy Lab—and 11 Santa Cruz Comedy Festivals.
So for him, it was a no-brainer to record his album in Surf City.
“It was my community for the last 20 years,” he says. “I didn’t leave [Santa Cruz] for a new community, I’m just going back to my ex.”
With so much going on in the world right now, both comedians say their sets will be topical along with being hilarious.
“Originally [my] album was going to be called Into the Woo Woo because I was going to focus on other realities and experiences,” DNA admits. “But our reality seems so hectic I just want to stay focused on the here and now.”
Babbitt—who believes in the power of being true to herself in all things—admits people will find her blend of dark comedy either hilarious, offensive and maybe even both.
“I’m the daughter of an Auschwitz survivor and I’ve finally found my time in history where I can do all my dark jokes about that experience,” she says. “We’re all so blown away by what’s happening [in the world], I don’t think anything’s sacred anymore.”
DNA and Karin Babbitt begin the evening at 7:30pm inside Kuumbwa Jazz Center, 320-2 Center St., Santa Cruz. $23.18. 831-427-2227.
From its humble beginnings in Australia, celebrating the extraordinary connection between dogs and their humans through indie films, this global event is planting its paws in Santa Cruz.
Top Dog Film Festival launched in 2017 as a curated series of short inspirational films ranging from heartwarming human interest stories to heart-racing adventure-based features. When local event producer Kathy Ferraro—best known for Ocean Film, She Adventures and Banff Centre Mountain Film Festival World Tour—was introduced to the festival curator in 2019 she jumped at the opportunity to get on board.
Touched by the many ways we have come to rely on our furry four-leggeds, Ferraro’s aim was clear: “I just wanted to share that human connection that we all have with dogs.” With the distribution channel from Australia to Santa Cruz already in place, Ferraro describes the journey of the idea from the Outback to the Rio Theatre marquee. “When I met Jemima, I said to Lawrence [the owner of the Rio], who had been screening films with me for quite a while, let’s bring Top Dog.
“And he had just adopted a dog. We both knew dogs were going to be an important part in so many people’s lives, and it would be a hit in Santa Cruz. So we brought it in 2020. We sold it out the week before our screening.”
The first screening was on March 13, 2020. The Rio Theatre shut down on March 12. But Ferraro went back to the audience—some people had already gotten a refund—with a solution. The team would deliver this virtually. So, Ferraro sent a link out to everyone who had purchased a ticket and proceeded to sell 200 more.
She credits the strong response for growing their numbers. The event has been selling out each year since, with a portion of every ticket going to support a local nonprofit. “We felt it was important to collaborate with a nonprofit, and so a portion of the proceeds benefit Santa Cruz Animal Shelter.”
The night of the festival, neighboring brewpub Sante Adairius (home to Bookie’s Pizza) is hosting a Yappy Hour at the Water Street brewery for the more social dogs before the screening. A portion of the evening’s beer sales will go to the shelter.
Ferraro describes the lineup of films as emotionally engaging throughout—laugh-out-loud funny, naturally awe-inspiring and sometimes deeply touching. Titles and descriptions can be found on the Rio website. She recounts one of the early films starring a dog trained to recognize epilepsy before it happens.
“It features a young boy who has epilepsy and his family trying to find ways that they could predict when he was at risk of a seizure, and the dog would come alert the parents. There are so many ways dogs help people.”
Looking forward, Ferraro says the Australia-based festival is looking to expand further into the U.S, an idea she embraces. “So far I only do Santa Cruz, but at this stage of my life, I could see taking Top Dog to new communities similar sized to ours. These films allow the audience to reflect on how much their pet brings to their life. You go away with a warm, fuzzy feeling.”
The Top Dog festival was the first screening at the Rio when the theater reopened after Covid.
“We did two back-to-back, with only like 100 people,” Ferraro recalls. “The theater holds 650. I think that the camaraderie was so strong. We were all dog lovers, obviously.
“These films attract a diverse audience,” she says. “We get a lot of people connected to the Santa Cruz County Animal Shelter. Or they come out just to support the animal shelter, and they walk away going ‘wow, that was great, those films are awesome.’”
The Top Dog Film Festival plays twice, 7 and 10pm, on March 22 at the Rio Theatre, 1205 Soquel Ave., Santa Cruz, Tickets: $21. For information, visit riotheatre.com.
The 1980s is an era remembered as the rise of the yuppie, the Reagan years, an extraordinary music scene, and classic stories documenting the daily lives of middle-class America. Standing tall among those classics is a timeless play that takes our hearts into its hands and gives us a slice of women’s lives in a small Louisiana town.
Mountain Community Theater is bringing that play, Steel Magnolias, to Felton’s historic Park Hall for a four-week run.
Set entirely within Truvy’s Louisiana beauty parlor, Steel Magnolias explores themes of community, Southern life and overcoming tragedy. Its all-female cast, portraying six loving and hilarious women, stunned director Peter Gelblum throughout the rehearsal process.
“There have been wonderful scenes where everybody’s crying, everybody on stage, everybody sitting at the table, you know, during rehearsal watching. We had to buy boxes of Kleenex with it for the stage manager,” Gelblum says.
This bittersweet comedy’s range of laughs and hard-hitting moments of sadness show how these flowery southern belles face hardships, come together and show up for each other as steel magnolias to overcome any challenge.
“It’s got the two elements of theater that I look for most, which is both laughter and tears. It’s got comedy and it’s got some very strong emotions too, and that’s the kind of thing I like to see in a play,” says Gelblum, who has been directing with MCT for 15 years.
SALON TALK Emerson Kapture and MarNae Taylor in ‘Steel Magnolias.’ PHOTO: Mountain Community Theater
The 1987 play, famously written in only 10 days by Robert Harling as a tribute to his late sister, plays March 21 through April 13. The women bringing this academy award-winning story to life are Manirose Bobisuthi, Sarah Mitchler, MarNae Taylor, Lilian Bogovich, Kate Cunningham and Emerson Kapure.
“If you’ve seen the movie and didn’t like it, come see the play because I think it’s better. And if you did like it, come see what the movie was based on, come see the genesis of it!” Gelblum says.
Steel Magnolias runs March 21–April 13, Fri.–Sat. at 8pm and Sun. at 2pm. The run includes a community night on March 22 and a post-show talk back on March 30. Tickets are $25+; visit mctshows.org.
Ending a relationship is never easy, but in this case the reason was undeniable. Right there in black and white. Line after line after line (after line!) on my Visa statement.
It was time to break up with Amazon. No one said this was going to be easy. Amazon can be an addiction: the convenience, the returns, the anonymity.
But there must be a better way.
But who would I start seeing instead?
Rebound Retail
Wanting to keep things light, I fooled around a little with Facebook Marketplace. At first, that seemed to have decent potential. But it’s weird how quickly it starts to feel like a dating app. And not in a good way. Profiles matter. A lot. You need highly refined search terms to weed out the junk and even then, there’s a lot to scroll through. And trust me…very few were a “swipe right” situation. There were a lot of sketchy weirdos and shady too-good-to-be-true offers.
Over and over, the red flags kept coming, and I encountered things I knew were bots, or worse. I’d see someone who seemed great, get closer, reach out, make a connection, chat a little, get my hopes up. And then it would end either with me choosing to leave or getting dumped. (Did I mention the dating app vibes?) Plus, the ways you’re told to buy things safely (meet in public, bring a friend, protect yourself, use secure payment methods) felt less like I was buying pre-owned treasures at a bargain I could brag about and more like I was negotiating a hostage release.
There is an adage that says if you want to save money, you have to spend time. But the tradeoff between buying brand new on Amazon vs. getting something “gently loved” on Facebook Marketplace was so nominal it can turn out to be far easier to pay a tiny bit extra for the convenience, ease and peace of mind. I mean, I want to reduce, re-use and recycle as much as the next person, but still.
We both decided we needed our space, and it was over.
And then it dawned on me. This is the very reason behind the death of retail as we’ve come to know it.
It seems like every day we bemoan the demise of yet another retailer—most recently in downtown Santa Cruz we’ve lost O’Neill’s, Forever 21 and Rip Curl, among others—while we unbox yet another Amazon package. We decry the shuttered, papered-over commercial spaces downtown, while UPS and FedEx drivers race from one home to the next, barely able to keep up with the pace and demand for to-your-doorstep, next-day or even same-day deliveries.
Maybe it started or further accelerated with COVID, but either way it shows no sign of stopping or even slowing. If anything, it’s gotten worse. (Temu anyone?!) Regardless of the root cause, what we want to buy and, more importantly how we want to buy it, has forever changed.
Sad but true. Breaking up with Amazon wasn’t going to be easy.
But then I realized, maybe it’s not all or nothing. Perhaps we could have an open relationship. “See other people” as it were. After all, we are consenting adults.
And then an idea occurred to me. What if I didn’t just replace Amazon with more online shopping? Could I gently wean off my addiction to next day, home delivery and experience some new retail relationships “IRL?” Could I handle a digital detox of the shopping variety? What would that even look like? I knew one thing for certain…I’d have to shower, get dressed and leave the house—and not just in sweats and slippers to fetch a package from the mailbox.
It was time to start shop-dating locally!
UNBOXING The convenience of online shopping goes hand-in-hand with wasteful packaging. Photo: Rey Rodriguez Shutterstock
Caring Culinary Curation
I’m not sure what it says about me that the first local shop I walked into is called “Another Banger,” but that’s how it worked out. Sandra Thi Martinelli, owner of the shop, is also the author of the cookbook Another Banger: 75+ Culinary Hits for the Home Chef’s Playlist. After finishing each of her recipes on YouTube, her catch phrase was “and there you have it, another banger!” The name stuck.
ANOTHER BANGER Sandra Thi Martinelli, owner of Another Banger, shows a cookbook she penned that is part of the colorful inventory in her Aptos shop. PHOTO: Tarmo Hannula
The shop is in Aptos, near where Café Sparrow used to be. It features a mix of specialty goods for home and kitchen, lovingly and personally curated by Martinelli, that reflects her passions, talents and eclectic interests. Expect things like the very tasty Supremo olive oil and handy garlic-grater dishes that she and her husband first found at Christmas markets in Spain and Portugal. The store also offers things like Bialetti Moka pots, anything-but-typical French presses (one is red and heart shaped), handmade woven shopping baskets (“to slay at the Farmer’s Market,” says Martinelli) along with “punny” cards, sweets, teas, glassware, hot sauce, cocktail/mocktail mixes and even jewelry from Martinelli’s namesake line.
But wait, how did I know the olive oil was tasty? Because when I first visited the store, Martinelli enthusiastically insisted on an impromptu tasting of several varieties for me and my friend. There’s a saying, “They don’t make ’em like they used to,” but Martinelli is breaking that mold. She brings an abundance of charm, wit, smarts and kindness that feels almost Old World…from an era where you could meet and talk directly with a shop’s owner, who lives right in your community, who energetically shares their story and you can feel their passion and energy. They care. Putting it all together, something incredible happens—you have an experience. And let me tell you—Amazon ain’t got nothin’ on that!
Martinelli puts it this way: “Small businesses bring culture and value to our local communities. In a world where we can pretty much have anything delivered to our doorsteps, I encourage folks to be intentional about convenience vs. supporting the community. There is certainly room for both, but local support is so important in ensuring our small businesses have the opportunity to survive and thrive.”
Supporting a local business comes in all shapes and sizes, according to Martinelli; “Whether you decide to purchase from the store, pop in to meet new shop owners, share your experience on social platforms—no matter how big or small, these moments of engagement can really help the growth of small businesses.”
What stood out to me most in my conversations with Martinelli was the notion of being intentional about how and where we shop and what we buy. In this “buy now with One-Click” and “one-button-to-buy with Apple Pay” world, it is so easy to end up buying robotically, reactively, impulsively, mindlessly…just by pressing a button. We insta-buy things we probably don’t need and may not have even wanted until seeing a promoted post on social media, most likely, and a bit ironically, also created by some form of mindless AI machine, algorithm or bot.
But I was now well on my way to realizing that was not the consumer I wanted to be, personally or financially. My Visa bill would be pleased.
The next attractive local shop that caught my eye was Bottega del Lago, at the corner of 17th Avenue and Portola Drive in Live Oak. One part deli, one part Italian foodie heaven, the store is a delight for the eyes and the belly. Because one thing I quickly realized about shopping locally: It makes me hungry…and thirsty. Additionally, now that I live by the beach, there is suddenly a steady stream of friends and family who want to visit, so I like to have inviting, distinctive snacks and drinks on hand at a moment’s notice. Bottega del Lago had me swooning on all fronts. While I waited just a few minutes for a delicious Savoia focaccia sandwich with brie cheese, salami and arugula (served warm upon request) and a refreshing Galvanina organic red grapefruit sparkling Italian soda, I was almost magically transported back to the romance of Italy.
From the stylish décor with cheeky Italian wallpaper to the beautiful shelves and colorful displays brimming with everything from house-made pesto, charcuterie and olives to eucalyptus honey, lemon biscotti and candied sour black cherries in syrup, the shop is a feast. There are dips with pesto, bruschetta and wild fennel and a pistachio spread with Sicilian extra virgin olive oil…perfect for dipping with the pesto chips I found. Forget the houseguests, this was a haul I couldn’t wait to eat myself!
But the thing that truly surprised me was what happened when my sandwich and soda were ready. I didn’t jump in my car and scarf down the meal while driving (or sitting in traffic) like I normally would. I found a café table outside, in the warm sun, sat down, alone, and slowly and fully enjoyed my meal. And like all great dates, I wasn’t on my phone the whole time. You would need many more diners all gesturing and talking loudly at once, far fewer SUVs and a few dozen more buzzing scooters to fully replicate an outdoor café dining experience in Italy…but it was close. And it felt great. I fell even more deeply in love with our beautiful town. Plus, I came home satiated and with a big ol’ bag of goodies I knew would excite my future guests…whom I will also be bringing back to Bottega del Lago for gelato, which I was too full to enjoy the first time.
Rooted in IRL Shopping
Shop-dating locally was proving extremely satisfying on numerous levels. My senses were all turned on. I was meeting new people and having great experiences. I was moving slowly, with intention. What’s more it came with a strong dose of “do-gooder-ness” because I was supporting the local economy. My morale soared. At this point, like in all the best rebound relationships, I wasn’t thinking about the “other guy” (aka Amazon) at all anymore.
But unfortunately, day in, day out shopping isn’t about exotic olive oils, European kitchen gadgets or hard-to-pronounce jars of Italian deliciousness. Sometimes it’s about houseplants. Which I have a terrible penchant for killing. With alarming speed. Which is how I ended up at Dig Gardens talking to Joy about how to stop hurting my newly purchased plant.
She took one look at the plant in question (after advising me next time to bring a picture, not the actual plant—noted) and sized up the situation in about 30 seconds. “Too much water. WAY too much humidity. Either move the plant or find a plant that likes that location.” I chose the latter and she swiftly guided me to a few plant critters that would like the climate I had in mind. In no time at all, I already trusted Joy fully and let her pick out a good one for me. I also needed a couple (heavy) bags of potting soil for another project, which an employee carted directly to and hoisted inside my vehicle in about 5 minutes…without me even asking for help, which to my mind is the definition of great service. They spoke my love language.
As I drove home, hopeful that me and my new plant friend were destined for a long-term healthy relationship, I tried to imagine what that whole experience would have felt like at Home Depot. Who knows? Maybe I would have gotten lucky. (Yes I’m an optimist and, hey, stop laughing.) But more likely I would have found myself lost in the cavernous aisles, wandering, hungry, alone, aimlessly, trying not to be run over by pushcarts full of lumber. The words inconsiderate and ignored come to mind and I don’t even need a couples therapist to tell me that isn’t good. I suppose there’s someone for everyone when it comes to this particular type of shopping, but let’s just say you’ll find me at Dig Gardens (either of their two locations) or my small, local, independently owned hardware store.
The New Retail Therapy
In most communities, a thriving local economy relies on a vibrant downtown shopping district and Santa Cruz is no different. There’s been a lot of tea spilled lately about the situation in downtown Santa Cruz, so I decided to get the facts straight for myself.
I was surprised and delighted to learn from Jorian Wilkins, executive director for the Downtown Association of Santa Cruz, that 85% of downtown businesses are locally owned. And several, such as Bookshop Santa Cruz, Pacific Trading Co., Lenz Arts and Dell Williams jewelers, have been owned and operated by Santa Cruz families for generations.
Wilkins suggests that one of the reasons these businesses are so successful at the hyper-local shopping game is their ability to curate. “The internet is filled with endless, bottomless choices, and that can be great. But local shop owners do a beautiful job of curating just for you the things they know you will like. They create a great experience.”
NEW AND NEWISH Ramá Zoe Heinrich (right) and Anadi Heinrich at Pacific Trading Company on Pacific Avenue in downtown Santa Cruz. PHOTO: Tarmo Hannula
I saw this personal curation come to life at the stunning Botanic and Luxe on Abbott Square Market when I visited on a rainy Valentine’s Day. A fellow walked into the store and was quickly greeted by his first name by one of the shop’s co-owners, Leilani Zehnder. The bewildered look on his face said it all. This was a guy feeling the pressure to find just the right gift for his girlfriend.
Zehnder sprang into action. She all but took him by the hand, guiding him through the displays, asking interested, easygoing questions along the way to focus, expedite and guide the choices. The store’s brand signatures are “earthy, luxurious goods” and “a lifestyle destination for dreamers, lovers and seekers of all things beautiful.” And while I absolutely relished the idea of losing myself in the exploration and discovery, you could tell this guy was a man on a mission.
Sure, yeah, it’s an eye-candy environment with soaring windows, towering live plants, colorful ceramic pots and an enticing selection of candles, skincare, glassware, books, jewelry, incense and other luscious tidbits. But this was a shopper who wanted to get ’er done. Zehnder made it happen with ease and charm. She gently inquired, presented various options, gathered feedback, further refined the choices, and he left in a jiffy with a lovingly wrapped gift for his sweetheart. You just KNEW he was going to score points (or more). And by the utterly transformed look on his face, you could tell he knew it too.
“This is the new retail therapy,” said Ariel Stirm, Zehnder’s business partner and co-owner. “It’s a human, touching, talking, interactive experience. No algorithm can ever do that. But still, every day as owners we have to strive to not just be as good as AI— we have to be better. It’s sad that some may say no one really needs to go into a store anymore. But let’s rethink what we need. Let’s create a friendly, nice, warm, inviting space. Where the retailers are thinking about community, not just competition. Where shoppers are taking the time to buy something that has true meaning. Let’s make that a new love language.”
The owners of Botanic and Luxe diligently vet all the products they offer. If it’s skincare, they put it on their own faces first. If it’s a scent, they sniff-test while studying the ingredients. If it’s a hand-crafted fudge, they taste it. (I know, right? Hard work, but hey, someone has to do it.) An important part of the product vetting process is evaluating the suppliers. They are deliberate and intentional about that examination as well, opting for small, local and diversely owned businesses whenever possible. It may sound clichéd, but it’s the kind of care you can feel.
It strikes me that these retailers are all seeking to redefine AI. They see it as Authentic Interaction. Still highly intelligent, but there’s nothing artificial about it.
The One-Book Pledge
Another downtown shop that embodies this ethos is Bookshop Santa Cruz. Owner Casey Coonerty Protti took it so far that she created buttons for each of her booksellers that say, “I Am Not an Algorithm.”
Protti puts it this way, “When you shop online, you don’t get the experience of discovery. You don’t get the creativity. You don’t talk to people. You don’t forge relationships. You don’t see the vibrancy on the street. There are so many things you get to see when you shop locally, besides the positive feeling you get knowing you’re contributing to the local economy.”
LIVING LOCAL Shoppers spread out through the aisles of Bookshop Santa Cruz. PHOTO: Tarmo Hannula
Case in point for the experience of discovery: at Bookshop they have a huge wall with all the new books. Rather than take all the history books and put them in the history section or put the biographies only in that section, they put all the new books out together. “What we said is, a customer might walk in thinking they are a history buff or only read non-fiction, but then something completely different catches their eye. And suddenly you’re reading something new or outside of your comfort zone. You’ve launched into a whole another area of interest that you never knew. Discovery like that doesn’t happen with an algorithm.”
The other critical element to all this is the high-touch, human interaction. At every store I visited, there is this pulsing passion for the products. The owners and staff have heart, soul and a sense of purpose. And they want to talk about it, to describe the experience, to share the feeling. As Protti says, “it’s this special, personalized conversation that you could never get from a machine.”
In this world today, it’s often hard to see how we can make a difference. How each of us as individuals can affect real, meaningful change.
Bookshop’s Protti has a suggestion: “Make a list of five businesses you value in Santa Cruz. Places that bring you joy, where you love the service they provide, that support our community. Then commit to not shopping for those products on Amazon. Sometimes we are so shocked, like ‘I can’t believe that store is closing.’ But then you have to ask yourself…when was the last time you shopped there?”
And like in real-life break-ups, sometimes the process is incremental. Protti has another idea to share. “We call it the one-book pledge. It can be hard to form new habits, but can you buy one additional book at a local bookstore?” You might wonder if such a small choice matters, but Protti emphasizes that “just one additional book allows me to employ several more people in Santa Cruz, but it means absolutely nothing to Amazon. So take that small step.”
If nothing else, strive for less and less Amazon shopping every day. Seek to make more mindful, intentional choices about your needs and balance that with what our community, our small business owners, the environment and a thriving local economy truly do need.
Or maybe you always shop at Safeway or Whole Foods. That’s fine, but have you tried Shopper’s Corner? A locally run grocery store that’s operated in Santa Cruz since 1937, the place is from locals, for locals. Great meat and fish, knowledgeable butchers, fresh produce, kind staff and one of the best wine selections around. And with that one simple, easy choice, you’ve gone from global to local. Better still, you’ve supported Andre Beauregard whose family has owned and operated Shopper’s Corner since its inception. You’ve supported Andre’s family, his kids, the store’s employees and their local suppliers. And all their families and kids. Just like that, with almost no effort, you’ve had a positive impact on your community, not to mention the environment.
Give it a shot! It feels really good. Who knows? You might just find true love.
So you’ve really never bought anything from Amazon?
There was one time, way back when I was in grad school. I needed this specific accounting textbook that literally wasn’t available anywhere else. That was nearly two and a half decades ago and is the one and only time I bought anything on Amazon. After that, any time I ever went back to Amazon, all they recommended for me were accounting things—books, T-shirts, tools. I have absolutely no interest in accounting. It was a required class for business school. So this is a machine that obviously knows nothing about me and doesn’t understand my interests. It’s not going to provide me with a wonderful experience. I decided then and there I would never use it again.
Sounds like that left a really bad taste in your mouth…
I’m a second-generation bookstore owner, so I saw the negative impact of Amazon immediately. Back when they first started, and maybe even today, Amazon may be known for books. But they don’t care about books. At Bookshop Santa Cruz, books are our passion. For that alone, I knew I would never shop at Amazon again.
You’re a mom. How does your family feel about it?
My kids are teenagers and they don’t use Amazon either. We are an Amazon-free family. No Alexa. No Prime Video. Our view is that avoiding Amazon is an enhancement to our lives, not a sacrifice.
Is that ever hard?
We’re a big sports family. My son’s biggest challenge is having Thursday Night Football exclusively on Prime, especially when the 49ers are playing. That is super frustrating. But then we can go down to Woodstock’s Pizza to watch a game and be around other people. But in general, my kids understand that our family’s livelihood and the livelihood of all their friends and their families depends on more people realizing that Amazon is a threat to this local community.
How does Amazon pose such a big threat?
You can see it here in Santa Cruz and everywhere throughout the nation. Amazon’s business practices are incredibly destructive to local businesses. We’re like this tiny ship trying to stay afloat in the middle of this huge Amazon ocean. For people who are living the experience of competing with Amazon every single day it’s really, really hard. They have the resources to shave prices to the bone. They’re making billions of dollars in profits, using robots and drones for fulfillment, while our local businesses, with real humans, fight daily for survival.
And then there is this notion of prioritizing competition over community…
Exactly! Amazon is all take and no give. Consider this: when my kids were in school, we’d get notes coming home saying buy your books on Amazon and the school will get money back through the Amazon Smile program. I asked the school how much money they were actually getting back from Amazon and it was about $45. By comparison, Bookshop alone recently raised $12,000 to give free books to the local public libraries. Thankfully, the schools realized promoting Amazon wasn’t actually helping the community and they dropped the program.
It would be one thing if they were fostering healthy competition…
But they absolutely are not! When e-books first arrived on the scene, Kindles were proprietary to Amazon only. So you couldn’t buy an e-book from Bookshop Santa Cruz and put it on your Kindle. Every other platform allowed you to buy from whoever you wanted and then put the e-book on your device. But all they want to do is lock you into their ecosystem and the only one who truly benefits is Amazon.
That proprietary ecosystem extends to their Information Technology (IT) systems, like Amazon Web Services (AWS), which enables companies to do business in the cloud. Do you try to avoid that as well?
We do. Amazon now controls all these servers. So when Bookshop is looking for IT solutions we have to make sure it’s another platform and not using Amazon underneath. They make it very challenging all around.
How do you shop instead?
If I see a product online and the site links to Amazon first, I try to figure out who the original seller is and order directly. I also check to see if it’s on Etsy or Faire. I don’t think it’s a small business anymore, but I also like Uncommon Goods. I’ll sometimes go there for gift ideas, then try to buy that item or something similar locally. Santa Cruz has the best local toyshops, so there is never a need to buy a toy elsewhere. I may use Target online if there is that one Halloween costume my kid absolutely must have and literally nowhere else around to get it.
What about when you are on social media and get served an ad for that “it will change your life” must-have item? How do you resist the buy now impulse?
There’s definitely a reason why Instagram is super popular. They know what we like. If I see something I really want, I take a screenshot and try to find it locally or go directly to the seller. I keep a little file on my phone of all the photos that I’ve taken of things that I’m interested in.
What would you tell folks for whom all this sounds like a lot of effort?
Here’s the thing: there is nobody more dedicated to this community than these downtown Santa Cruz retailers. They make their stores interesting, fun and exciting because of that dedication.The fact is, they would not have survived otherwise. They are offering the most innovative and exciting shopping experiences you will find anywhere. These stores really want to make it work for the community. They care about downtown. They care about their employees. They want a vibrant, thriving cultural and economic center where people can gather. People may want to talk about the stores that have closed, but there is a reason why the retailers who remain are still here.
While cocktail bars are intended to be places where people go to play, the unfortunate reality is they can also be where predators come to prowl. But Santa Cruz is at the forefront of making bars safer by offering patrons a new type of coaster that can quickly detect if your cocktail has been spiked.
Simply smear a few droplets of your drink on the testing area of the coaster and it can tell if ketamine or GHB, often referred to as “date rape drugs,” are present.
Karen Madura, owner of the Jury Room, Brady’s Yacht Club and Rush Inn, and newly appointed chair of the City of Santa Cruz’s Commission for the Prevention of Violence Against Women (CPVAW), initiated the rollout of these coasters in 2018 and 2019. Back then, it was mostly a grassroots effort with CPVAW’s support. She’s been a pioneer of the issue ever since.
A key part of the CPVAW’s program are “Drink Safely” posters that make bar patrons aware that the coasters are available. “Hey friends, we want everyone to feel safe,” the posters say. “We have coasters available to test your drink…ask for one if you left your drink unattended or just want peace of mind.” The posters are typically placed prominently near the bar itself, in restrooms, in windows or doorways.
Madura put together packets with the posters, a set of coasters and educational information for Santa Cruz bars. Then she “personally went out and pounded the pavement,” going door to door to meet with bar owners and staff, distribute the materials, and make patrons aware of the program.
Bobby Weaver, a bartender at Blue Lagoon, said the posters accomplish a few things all at once. “They make our customers aware of the coasters, which makes them feel safer. They also put potential predators on notice. It’s a deterrent. They know we are watching. And it protects the bar owners and staff from a business standpoint too.” It’s much like a neighborhood watch program for happy hour.
While Santa Cruz has led the way on this issue for years, last July California enacted a law that requires bars to offer the coasters for sale or at no cost and to display signs in a “prominent and conspicuous” location.
Slightly different than the posters Madura created, the now legally required signs say, “Don’t get roofied! Drink spiking drug test kits are available here. Ask a staff member for details.”
Assemblymember Josh Lowenthal (D-Long Beach) authored the legislation.
“The testing kits are important because you cannot see, taste or smell drugs like ketamine and GBH and they leave the bloodstream after 24 hours,” he said. “So even after the fact, in a worst-case scenario, it can be hard to tell if you were drugged.”
But the coasters work almost immediately, offering significant safety in bars, which can be loud, highly stimulating, filled with distractions and rowdy—environments rife for slipping someone a roofie without them knowing.
As a bar and restaurant owner, and parent of three daughters, Lowenthal said he became increasingly concerned about the number of women being drugged, which leads to other crimes, including sexual assault. Like Madura, he is deeply passionate about this issue, which has struck close to home. “I have members of my staff who have been roofied, members of the legislative body that have been roofied.”
To be in compliance with the new law, bars must offer some form of drug testing device that could include test strips, stickers, straws or other devices that can detect the presence of controlled substances in drinks. These substances could include flunitrazepam, ketamine and GHB.
The new law impacts approximately 2,400 Type 48 licensees across California, issued to bars and nightclubs. The license authorizes the sale of alcohol for consumption on the premises. Minors are not allowed on the premises, and food service is not required. The new law will be enforced by ABC (Department of Alcoholic Beverage Control). License holders who do not comply could face administrative actions impacting their licenses.
“The current law was just the first step toward addressing the drink spiking crisis,” Lowenthal says. “Over the next year, I’m committed to continuing to raise awareness about this vital tool, and others, to help end roofying and look forward to exploring ways to expand their availability to help keep people safe.” A staffer in Lowenthal’s office suggested this expansion may include restaurants and music festivals.
“I’m all for legislation on this issue,” Madura says. “But we also need support to make the program as easy as possible for our small local businesses to comply. And additional state funding would certainly be welcome.”
The standard dog comes with mustard, sweet relish, onions and Matt’s grandma’s proprietary beef chili recipe—not too sweet, not too spicy and with no beans
‘I’m the daughter of an Auschwitz survivor and I’ve finally found my time in history where I can do all my dark jokes about that experience.’ —Karin Babbitt
Top Dog Film Festival is a series of short inspirational films ranging from heartwarming human interest stories to heart-racing adventure-based features. March 22 at the Rio Theatre
Supporting a local business comes in all shapes and sizes, according to Martinelli; “Whether you decide to purchase from the store, pop in to meet new shop owners, share your experience on social platforms—no matter how big or small, these moments of engagement can really help the growth of small businesses.”
There is nobody more dedicated to this community than these downtown Santa Cruz retailers. They make their stores interesting, fun and exciting because of that dedication.
While cocktail bars are intended to be places where people go to play, the unfortunate reality is they can also be where predators come to prowl. But Santa Cruz is at the forefront of making bars safer by offering patrons a new type of coaster that can quickly detect if your cocktail has been spiked.
Simply smear a few droplets...
