Think Local Santa Cruz Guide 2022

SANTA CRUZ COUNTY

GUIDE TO WHERE THE LOCALS GO

2022

THINKLOCALSANTACRUZ.ORG

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We Rent, We Sell, We Deliver

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Lo cal ly Owned a nd Operated si n ce 1938 !

What’s for Dinner?

…where the

LO C A L S S H OP !

Specialt y Foods • Fre sh Produce Award-Winning Wine Selection Full-Ser vice Butcher Shop

Good Time s Be st of Santa Cruz Be st Local Grocer y Store • Be st Butcher Shop • Be st Wine Selection • Be st Chee se Selection • Be st Mural/Public Art - Runner Up • Be st Produce - Runner Up • Independent and Locally Owned • Green Certified • Solar-Powered •

•

Open 7 Days 7am-8pm 622 Soquel Ave. Santa Cruz (831) 423-1398 • shopperscorner.com THINKLOCALSANTACRUZ.ORG

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BUSINESS INDEX 20 ARTS, EDUCATION & ENTERTAINMENT Artists Museums & Galleries Music & Theater Tourism & Attractions Training & Classes

Jewelry Liquor Stores Lumber & Building Materials Office Supply & Furniture Pet Supply Restaurant Supply Retail

24 DINING, SPIRITS & HOSPITALITY Bakeries Breweries Coffee Ice Cream & Yogurt Restaurants Wineries 28 HEALTH & WELLNESS Acupuncture Chiropractic Day Spa Fitness Health & Wellness Retail Holistic Health Optical 31 COMMUNITY Community & Social Services Media Outlets 35 SHOPPING & RETAIL Apparel Art Supplies Bicycles Biorefineries Books Computers Dispensaries Farm Supply Gifts Grocers & Specialty Foods Home & Garden

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Shoe Stores Sporting Goods 47 SERVICES Accounting & Bookkeeping Attorneys Auto Banks & Credit Unions Business Services Computers Consulting Contractors, Construction & Design Graphic Design & Illustration Insurance Interior Design Landscaping Legal Services Marketing Pest Control Photography Printers Real Estate Safety & Security Senior Services Transportation Veterinarian Services Website Services Wholesale

THINKLOCALSANTACRUZ.ORG

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ECOLOGICAL LANDSCAPING

Unpaving the way since 1988!

Design • Installation • Maintenance

• Permaculture

• Drought Tolerant Landscapes • Greywater, Rainwater Harvesting

& Drip Irrigation

• Paths & Patios, Decks & Arbors

• Creative Plantings & Pollinator Gardens • Edible & Medicinal Plants • Garden Coaching • Plant Grooming • Homestead Support • Groundskeeping

terranovalandscaping.com

831-425-3514 license #656636

THINKLOCALSANTACRUZ.ORG

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WELCOME Dear Friends, Welcome to the 13th edition of the Think Local First Member Directory.

Think Local First is an organization of local independent businesses dedicated to the strengthening of the local business community and it the preservation of the unique character of Santa Cruz County.

Inside this directory you will find hundreds of locally owned, independently operated businesses. Please keep this directory to find and frequent the businesses in it. You can also find more detailed information on all our members, member activities, and how to become a member at thinklocalsantacruz.org.

Why think local, first?

•

Because more of the money you spend at a locally owned, independent business will circulate within the community, so it can be spent again, and again, and again.

•

Because locally owned, independent businesses help maintain the character of Santa Cruz County, which has become a destination of choice for visitors from throughout the world.

•

Because to keep you coming back, locally owned business owners will give you the best value for your dollar.

•

Because the people of locally owned businesses are your friends and neighbors, and they will support you in return.

•

Because now more than ever we need to spend our hard-earned dollars at local and independent businesses. If we invest in our community, our community will flourish.

Please let this directory be your guide to shopping the logo, living the philosophy, and thinking local, first!

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THINKLOCALSANTACRUZ.ORG

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SETTING A NEW STANDARD OF FENCE BUILDING

831.783.1500 • www.CypressCoastFence.com Lic. #904200

PLAN YOUR VISIT AT SANTACRUZMUSEUM.ORG THINKLOCALSANTACRUZ.ORG

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TABLE OF CONTENTS 4 INDEX OF BUSINESS CATEGORIES 6

SANTA CRUZ COUNTY

GUIDE

WELCOME

8 CONTENTS

TO WHERE THE

LOCALS GO

2022

10 B OARD & STAFF 11 HISTORY OF THINK LOCAL FIRST 12 1 0 REASONS TO SHOP LOCAL 14 PARTNER WITH US 15 WHERE DOES THE MONEY GO? 16 NEW TLF WEBSITE 18 THE BIG PICTURE 19 WHO DO YOU TRUST 20 MEMBER DIRECTORY

THINKLOCALS AN

68 ACKNOWLEDGEMENTS

TACRUZ.ORG

70 CHARTER MEMBERS CONTRIBUTORS Michael Olson, Susan O’Conner Fraser, and

Andrea Konrad DESIGNER Sam Miranda, Mackenzie Alameda, and Jenny Oatey ADVERTISING DIRECTOR Debra Whizin ADVERTISING REPRESENTATIVES Ilana Packer, Sue Lamothe,

Lisa Buckley, Tiffani Petrov, Kate Kauffman and Sara Burkhamer

ACCOUNTING Sonia Chavez and Amanda Robinson CIRCULATION MANAGER Shannen Craig OFFICE MANAGER Kari Mansfeld GENERAL MANAGER Lee May COVER IMAGE Amy Medina

Published by Think Local First Santa Cruz County 877 Cedar St. Ste #150 / Santa Cruz, CA 95060 info@ThinkLocalSantaCruz.com | thinklocalsantacruz.org

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THINKLOCALSANTACRUZ.ORG

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OVER 100 MODELS ON DISPLAY! OVER 100 MODELS ON DISPLAY!

FINANCING AVAILABLE FINANCING AVAILABLE

Large Selection of Indoor Fireplaces - gas, wood & electric Outdoor Lifestyleof- BBQ’s, furniture, kitchens, pizza ovens & firepits Large Selection Indoor Fireplaces - gas, wood & electric Outdoor Lifestyle - BBQ’s, furniture, kitchens, pizza ovens & firepits

VISIT OUR SHOWROOM! VISIT OUR SHOWROOM! Monday-Saturday Monday-Saturday

10AM-5PM 10AM-5PM

831-425-5123 831-425-5123 510 Ave. 510 Soquel Soquel Ave.

Santa CA95062 95062 Santa Cruz, Cruz, CA

woodstoveandsun.com woodstoveandsun.com

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BOARD & STAFF

MICHAEL OLSON KSCO RADIO

Board President

SUSAN O’CONNER FRASER TAM COMMUNICATIONS, INC.

Chief Financial Officer

CAMI CORVIN CORVIN’S LEGAL SERVICES

Secretary

OFFICER ANDREA KONRAD

Membership Director DIANE DOBBS

Accountant

SPECIAL THANKS Peter Neuwald

In Loving Memory of Mickey Phelps

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THE HISTORY OF

THINK LOCAL FIRST In the spring of 2007, a handful of Santa Cruz business owners rallied around a common concern: the threat to local businesses posed by proliferating chain stores and easy online shopping. The need to promote and strengthen Santa Cruz County’s independent and local business community has grown increasingly important with the growing prevalence, here and in other shopping districts as more chain stores move in.

Think Local First – County of Santa Cruz was forming in 2007 around the shared desire to “promote and sustain economic vitality while preserving the unique character of Santa Cruz County.” The logic was that if the community was more aware of supporting independent and locally owned businesses, everyone would benefit: a ‘local’ economy would prosper and circulate money throughout the community, in turn promoting local spending and, ultimately, contributing to the vibrancy and health of Santa Cruz County.

In the early stages of Think Local First, folks volunteered their time and efforts without any guarantee of affecting much change. The Think Local First movement was largely fueled by inspiration found in stories of community support for independent businesses such as Kepler’s Books.

In 2005, Kepler’s Books, a beloved and renowned bookseller in nearby Menlo Park, had abruptly shut its doors, having succumbed to competing chains and online book retailers. In an unexpected outpouring of support, the Menlo Park community came forth with donations, a viable business strategy, and a new board of directors. Within six weeks, Kepler’s Books re-opened and remains a vibrant hub of Peninsula cultural life.

Santa Cruz County has seen a comparable surge in community awareness and support. Think Local First first public meeting took place at Bookshop Santa Cruz, our own local treasure, in October 2007. We invite participation by members of the public to share ideas and continue the momentum of the movement. Think Local First and its members emphasize the link between our unique, thriving local economy and a unique, thriving town. It’s a simple concept, really: what goes around comes around. It’s about creating our community – together. thinklocalsantacruz.org

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10 REASONS TO SHOP LOCAL Why shop at a locally owned business first? The following 10 reasons show how money spent at local businesses is reinvested in your community, creating economic vitality and helping the community maintain its unique appeal.

1

MORE MONEY RECIRCULATES IN THE LOCAL ECONOMY When you shop at locally owned businesses, more money stays in the community because local businesses frequently purchase from other local businesses. Purchasing local goods and services helps grow the local tax base as well as area businesses.

2 UNIQUE BUSINESSES CREATE CHARACTER AND PROSPERITY The distinctive character of Santa Cruz County is what brought us here and keeps us here. Independent and locally owned businesses are an integral part of the uniqueness of our area.

3 ENVIRONMENTAL IMPACT IS REDUCED Local businesses purchase more of their inventory from other local businesses and require less transportation. They are usually located in the town or city center rather than the outskirts. This reduces urban sprawl, congestion, habitat loss and pollution.

4 MOST NEW JOBS ARE PROVIDED

BY LOCALLY OWNED BUSINESSES Small, locally owned businesses employ more people in the U.S. than large businesses.

5 NONPROFITS RECEIVE GREATER SUPPORT Local business owners donate more to local charities than national chains.

6 CUSTOMER SERVICE IS BETTER Local businesses often hire people with more specialized product or service expertise. Local business owners and employees live in our local neighborhoods and create a more personal shopping experience.

7 LOCAL BUSINESS OWNERS INVEST IN COMMUNITY Local businesses are owned by people who live in this community, are less likely to leave, and are more invested in the city’s future.

8 PUBLIC BENEFITS FAR OUTWEIGH PUBLIC COSTS Local businesses require comparatively little infrastructure and utilize public services more efficiently than chain stores.

9 COMPETITION AND DIVERSITY LEAD TO MORE AND BETTER CHOICES A marketplace consisting of a number of small businesses is the best way to ensure innovation and low prices over the long-term.

10 LOCALIZED ECONOMIES ATTRACT ENTREPRENEURISM AND A SKILLED WORKFORCE Economic research shows that in an increasingly homogenized world, entrepreneurs and skilled workers are more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.

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LOCAL

NATURAL FOOD

PIONEERS

Staff of Life remains what it has been for over 50 years: Locally and family owned.

Locally sourced.

Committed to our community.

Full Service Natural Market WideSt variety • Great PriceS • Local Organic Produce • Full Grocery • • Deli & Prepared Foods • Butcher • Bakery • • Fresh Juice & Gelato • Wellness Products • •Wine, Beer & Cheese from around the World •

TWO LOCATIONS TO SERVE YOU SANTA CRUZ WATSONVILLE

1266 Soquel Avenue 831-423-8632

906 E. Lake Avenue 831-726-0240

www.staffoflifemarket.com THINKLOCALSANTACRUZ.ORG

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PARTNER WITH US AS A COMMUNITY MEMBER We encourage you to think FIRST about supporting local businesses when going shopping, looking for services, dining out, selecting your bank or investment provider and everywhere you choose to spend your hard-earned dollars. If you love local businesses, let them know and encourage others to support them as well!

Next time you go to a business with a Think Local First logo in the window, tell them you appreciate what they do for the community.

AS A LOCALLY OWNED BUSINESS IN SANTA CRUZ COUNTY Become a member of Think Local First. It’s easy! Just go to our website thinklocalsantacruz.org and click “Join Us”. Please spread the word and encourage other locally owned businesses to join.

“Strength in numbers” applies especially to this campaign; the stronger we are, the stronger our message and the greater the results will be. Display the Think Local First decal in your business window; use the Think Local First logo on your website and in your own advertising. If you need a window decal or a banner, let us know: info@thinklocalsantacruz.org.

GO THE EXTRA MILE We invite you to get involved. We’re a fun group of movers and shakers who have made a lot happen since the official launch of Think Local First in 2007. Let us know if you would like to join the board of directors or become a volunteer. We have an active community online, too.

JUMP INTO THE CONVERSATION ON OUR FACEBOOK PAGE: FACEBOOK.COM/THINKLOCALSANTACRUZ/

Join us! thinklocalsantacruz.org

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Where does the Money Go?

Source: Andersonville Indie Impact Study Series Supplement, 2012

Independent businesses bring substantial benefits to local economies compared to their chain competitors.

While chain stores and chain restaurants extract locally-generated revenue from the community with each bank transaction, independents create a virtuous cycle of local spending, producing more jobs for residents, increased tax revenue for local governments, more investment in both commercial and residential districts, and enhanced support for local nonprofits. In short, these businesses create better communities.

THINKLOCALSANTACRUZ.ORG THINKLOCALFIRSTSC.ORG

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NEW THINK LOCAL FIRST WEBSITE THINKLOCALSANTACRUZ.ORG THE PREMIER ONLINE DIRECTORY FOR LOCAL BUSINESSES & COMMUNITY ORGANIZATIONS Think Local First’s online directory has an impressive list of features.

Features include:

• • • • • • • • •

Detailed Listings for Think Local First Members Photo and Video Galleries Events Coupon Specials from Think Local First Members Property Listings Job Listings Articles Classifieds Products

The Think Local First website is mobile-friendly. So, you can easily find what you’re looking for on your phone or tablet. You can search for a business, or you can browse by categories, and easily get Google Maps directions.

Think Local First has also recently introduced free and low-cost online listings for qualified businesses. All qualified independent and locally owned businesses and nonprofits may list their local business for FREE in the Think Local First online directory. Think Local First’s “Local Business Directory” is similar to the classic Yellow Pages. And for a small fee, only $25, businesses can include their logo and website address with a clickable link.

More than a listing - enjoy even more benefits by becoming a Bronze, Silver, Gold, or Nonprofit member. One of those benefits is being listed in this print directory, Santa Cruz County Guide To Where The Locals Go!

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THE BIG PICTURE TWO STORIES: THINK LOCAL FIRST COUNTY OF SANTA CRUZ

By Michael Olson, Think Local First Board President Why think local, first?

Story #1: I was once engaged in conversation with the advance person for a carnival coming to town. During our conversation she blurted out, “Michael, I am always getting lost!”

When I asked why, she said, “Every city I go to looks exactly the same as the last city. Each has the same restaurants, same grocers, same retailers. Every city is so much like the last I literally have to look at my calendar to remind me which city I am in! But Santa Cruz is its own city, and that’s why I love coming here.”

Story #2: In 2012, Think Local First sought to demonstrate the efficacy of thinking local by racing five $100 checks from five local financial institutions through the Think Local First community of member businesses for 30 days.

Each business that received a check redeemed it for goods or services at a fellow business. In 30 days the five $100 checks generated $8,700.48 in business. That Think Local First multiplied $500 17.4 times in 30 days made for a good story, but only a little story!

It could have been made much bigger if the Think Local First businesses had continued to circulate the five $100 checks, as they did in 2012, for the 120 months from then to now: $8,700.48 X 120 months = $1,044,057.60!

The biggest story, however, is the one that could be told if each of the 274,255 Santa Cruz County residents were to circulate their own $100 check through the local business community! In 10 years, the community could generate an extra $8.3 billion in local business without ever having to send a single cent of it across the seas to fuel coal-burning factories!

Will the biggest story ever be told? Perhaps not. But it could be!

All we need do is think local, first!

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WHO DO YOU TRUST: Trust by Americans 70% 60% 50% 40% 30%

68%

20% 10% 0%

18%

Big Business

Small Business

Source: Gallup, Americans Trust Small-Business Owners Most on Job Creation, Nov. 3, 2011

Trust to Create Jobs 80% 70% 60% 50% 40% 30%

74%

79%

Local business leaders

Small-business owners

20% 10%

45%

0% Major corporation execs

Source: Gallup, Confidence in Institutions, June 5, 2016

THINKLOCALSANTACRUZ.ORG

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ARTS, EDUCATION & ENTERTAINMENT

ARTIST ART OF SANTA CRUZ Nonprofit Member CAPITOLA 1855 41st. Ave. 831-515-7390 RegionalArtisansAssociation.org PRIMAL HENNA ARTS Bronze Member SANTA CRUZ 510-861-3836 PrimalHenna.com MUSEUMS AND GALLERIES AGRICULTURAL HISTORY PROJECT Nonprofit Member WATSONVILLE 2601 E. Lake Ave. 831-724-5898 aghistoryproject.org PAJARO VALLEY ARTS Nonprofit Member WATSONVILLE 37 Sudden St. 831-722-3062 pvarts.org SANTA CRUZ CHILDREN’S MUSEUM OF DISCOVERY Nonprofit Member CAPITOLA 1855 41st. Ave. Ste C-10 831-316-5200 sccmod.org SANTA CRUZ MOUNTAIN ART CENTER Nonprofit Member SAN LORENZO VALLEY 9341 Mill St. 831-336-3513 mountainartcenter.org SANTA CRUZ MUSEUM OF NATURAL HISTORY Nonprofit Member SANTA CRUZ 1305 E. Cliff Dr. 831-420-6115 mountainartcenter.org SEYMOUR MARINE DISCOVERY CENTER NonProfit Member SANTA CRUZ 100 McAllister Way 831-459-3800 seymourcenter.ucsc.edu MUSIC & THEATER

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CINELUX THEATRES Silver Member CAPITOLA 1475 41st. Ave. 831-479-3504 CineLuxTheatres.com

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ARTS, EDUCATION & ENTERTAINMENT

SANTA CRUZ SHAKESPEARE NonProfit Member SANTA CRUZ 501 Upper Park Rd. 831-460-6396 santacruzshakespeare.org TOURISM & ATTRACTIONS COMMUNITY CULTURAL TOURS Nonprofit Member SAN LORENZO VALLEY 831-332-1935 communityculturaltours.com FRIENDS OF SANTA CRUZ STATE PARKS Nonprofit Member SANTA CRUZ 144 School St. 831-429-1840 201 State Park Dr APTOS / LA SELVA 831-685-6444 2531 West Cliff Dr SANTA CRUZ 831-423-4609 1401 Coast Rd. SANTA CRUZ 831-423-9703 ThatsMyPark.org KAYAK CONNECTION Bronze Member SANTA CRUZ 413 Lake Ave. 831-479-1121 KayakConnection.com OPEN FARM TOURS Nonprofit Member CORRALITOS / FREEDOM 831-332-1935 OpenFarmTours.com SANTA CRUZ BEACH BOARDWALK Gold Charter Member SANTA CRUZ 400 Beach St. 831-423-5590 BeachBoardwalk.com SANTA CRUZ COUNTY FAIRGROUNDS FOUNDATION Nonprofit Member WATSONVILLE 2601 E. Lake Ave. 831-786-9698 Fairgrounds-Foundation.org SANTA CRUZ COUNTY PARKS Bronze Member SANTA CRUZ COUNTY 979 17th. Ave. 831-454-7901 SCParks.com

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SANTA CRUZ SEASIDE COMPANY Gold Charter Member SANTA CRUZ 400 Beach St. 831-423-5590 beachboardwalk.com

WHISKEY HILL FARMS Silver Member WATSONVILLE 371 Calabasas Rd. 831-722-4455 WhiskeyHillFarms.com TRAINING & CLASSES CALIFORNIA OCEAN ADVENTURES Bronze Member SANTA CRUZ 367 Coral St. 831-713-5975 caoceanadventures.com MUSICALME, INC. Bronze Member APTOS / LA SELVA 232 Shoreview Dr. 831-332-9002 MusicalMe.com NOURISHING GENERATIONS EDUCATIONAL PROJECT Nonprofit Member SANTA CRUZ 831-419-0759 NourishingGenerations.org

ARTS, EDUCATION & ENTERTAINMENT

THE SANTA CRUZ EXPERIENCE Bronze Member SCOTTS VALLEY 75 Mount Hermon Rd. A 831-421-9883 TheSantaCruzExperience.com

SANTA CRUZ ART LEAGUE Nonprofit Member SANTA CRUZ 526 Broadway 831-426-5787 scal.org SANTA CRUZ FINANCIAL ACADEMY Gold Member SANTA CRUZ 135 Mill Rd. 831-331-1977 livefinanciallyfreetoday.com SCORE CENTRAL COAST Nonprofit Member CAPITOLA 826 Bay Ave. #543 831-621-3735 CentralCoast.Score.org THINKLOCALSANTACRUZ.ORG

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DINING, SPIRITS & HOSPITALITY

THE BAY SCHOOL Nonprofit Member LIVE OAK 1026 Capitola Rd. 831-462-9620 thebayschool.org BAKERIES BECKMANN’S BAKERY Gold Charter Member SANTA CRUZ 1053 17th Ave 831-423-9242 BeckmannsBakery.com BREWERIES NEW BOHEMIA BREWING COMPANY Gold Member CAPITOLA 1030 41st Ave. 831-588-0986 NuboBrew.com COFFEE MR. TOOTS COFFEEHOUSE Bronze Member CAPITOLA 221 Esplanade Ste 100 831-475-3679 tootscoffee.com ICE CREAM & YOGURT MARIANNE’S ICE CREAM Gold Member SANTA CRUZ 1020 Ocean St. 831-458-1447 218 State Park Dr. APTOS 831-713-4746 mariannesicecream.com POLAR BEAR ICE CREAM Gold Member CAPITOLA 104 Stockton Ave. 831-479-8888 RESTAURANTS ALDO’S HARBOR RESTAURANT Bronze Member SANTA CRUZ 790 Mariner Park Way 831-426-3736 AldosSantaCruz.com

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BACK NINE GRILL & BAR Bronze Member Santa Cruz 555 CA-17 831-226-2350 BackNineGrill.com

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S A N TA C R U

Z

Serving Healthy N oodle an d R i ce Bow ls Since 1998 Serving Healthy Noodle and Rice Bowls Since 1998

Feeding our community with love, generosity, integrity & kindness

To- Go, Eat-in & Order Online

Order online: charliehongkong.com Real Food Healthy & Affordable Noodles and Rice Bowls Organic Locally Grown Veggies

2017

Dog Friendly Patio

1141 SOQUEL AVE, SANTA CRUZ 831.426.5664 • OPEN DAILY 11AM-10PM CHARLIEHONGKONG.COM THINKLOCALSANTACRUZ.ORG

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DINING, SPIRITS & HOSPITALITY

BRUNO’S BAR & GRILL Bronze Member SCOTTS VALLEY 230 Mt. Hermon Rd. 831-438-2227 BrunosBarAndGrill.com BURGER. Silver Member SANTA CRUZ 1520 Mission St. 831-425-5300 7941 Soquel Dr. APTOS / LA SELVA 831-662-2811 burgerLovesBeer.com CHARLIE HONG KONG Bronze Member SANTA CRUZ 1141 Soquel Ave. 831-426-5664 charliehongkong.com ERIK’S DELICAFE Gold Charter Member SANTA CRUZ 1664 Soquel Dr. 831-462-1919 102 Rio Del Mar Blvd. APTOS / LA SELVA 831-688-5656 1475 41st Ave. CAPITOLA 831-475-4646 222 Mount Hermon Rd. SCOTTS VALLEY 831-438-4646 1074 S Green Valley Rd. WATSONVILLE 831-724-7575 EriksDelicafe.com HAPPY DOG HOTDOGS Gold Member SANTA CRUZ 324 River St. 831-332-2057 happydoghotdog.com HEAVENLY ROADSIDE CAFE Bronze Member SCOTTS VALLEY 1210 Mt. Hermon Rd. 831-335-1210 heavenlyroadsidecafe.com NICK THE GREEK Silver Member SANTA CRUZ 1133 Pacific Ave. 831-431-6313 NickTheGreeksj.com

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THE TURKEY BOAT Silver Member WATSONVILLE 7 San Juan Rd. 831-536-5351 the-turkey-boat-letseat.at TRAMONTI PIZZA & CUCINA Bronze Member SANTA CRUZ 528 Seabright Ave. 831-426-7248 TramontiSantaCruz.com VINO BY THE SEA Bronze Member SANTA CRUZ 55 Municipal Wharf 831-426-0750 Vino-by-the-Sea.com WALNUT AVENUE CAFE Bronze Member SANTA CRUZ 106 Walnut Ave. 831-457-2804 walnutavenuecafe.com ZACHARY’S RESTAURANT Bronze Member SANTA CRUZ 819 Pacific Ave. 831-427-0646 zacharyssantacruz.com

DINING, SPIRITS & HOSPITALITY

PACIFIC THAI SANTA CRUZ Bronze Member SANTA CRUZ 1319 Pacific Ave. 831-420-1700 pacificthaisantacruz.net

ZOCCOLI’S DELI Bronze Member SANTA CRUZ 1534 Pacific Ave. 831-423-1711 Zoccolis.com WINERIES EQUINOX METHODE CHAMPENOISE Gold Member SANTA CRUZ 334 Ingalls St. 831-471-8608 equinoxwine.com SANTE ARCANGELI FAMILY WINES Silver Member CORRALITOS / FREEDOM 23 Blake Ave. 831-406-1262 santewinery.com THINKLOCALSANTACRUZ.ORG

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HEALTH & WELLNESS

ACUPUNCTURE FIVE BRANCHES UNIVERSITY Silver Member SANTA CRUZ 200 7th Ave. 831-476-9424 FiveBranches.edu CHIROPRACTIC DR. ELIZABETH QUINN M.S. D.C. Bronze Member SANTA CRUZ 200 7th. Ave. Ste 170 831-476-2168 DrElizabethQuinn.com DAY SPAS BODYLAB MED SPA Bronze Member SANTA CRUZ 3540 Soquel Ave. Ste D 1007 41st Ave. 831-600-8911 PLEASURE POINT HAIR SALON & SPA Bronze Member SANTA CRUZ 1007 41st Ave. 831-515-7855 SAGE FLOAT SPA Bronze Member CAPITOLA 1395 41st. Ave. 831-854-2700 sagefloatspa.com SURECUTS Bronze Member SANTA CRUZ 1628 Seabright Ave. 831-458-2887 surecuts.com WELL WITHIN SPA Bronze Charter Member 417 Cedar St. 831-458-9355 wellwithinspa.com

SANTA CRUZ

FITNESS GOAT SANTA CRUZ Bronze Member LIVE OAK 1055 17th Ave. – Rear Lot 831-216-5659 GoatSantaCruz.com

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HEALTH & WELLNESS

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COMMUNITY

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COMMUNITY

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SHOPPING & RETAIL

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SHOPPING & RETAIL

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SHOPPING & RETAIL

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SANTA CRUZ

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SHOPPING & RETAIL

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SHOPPING & RETAIL

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SHOPPING & RETAIL

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SERVICES

SANTA CRUZ COMMUNITY CREDIT UNION Gold Member SANTA CRUZ 324 Front St. 831-425-7708 590 Auto Center Dr. 831-425-7708 scccu.org

WATSONVILLE

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SERVICES CONTRACTORS, CONSTRUCTION & DESIGN 831 KITCHENS BATHS DESIGN &ACCESSORIES Silver Member SCOTTS VALLEY 4301 Scotts Valley Dr. 831-621-7997 831kitchensandbaths.com ALLTERRA SOLAR Gold Member SANTA CRUZ 207 McPherson St. Ste B 831-425-2608 AllterraSolar.com ANBE ROOFING, INC. Bronze Member SAN JOSE 1009 E Capitol Expy #115 408-380-4451 AnbeRoofing.com BAY CUSTOM CABINETS Bronze Member WATSONVILLE 379 Calabasas Rd. 831-724-9473 BayCustomCabinets.com BOGARD CONSTRUCTION Silver Member SANTA CRUZ 350 Coral St. 831-426-8191 BogardConstruction.com THINKLOCALSANTACRUZ.ORG

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SERVICES

BOGNER SHEET METAL Bronze Member SANTA CRUZ 142 Benito Ave. 831-423-4322 BognerSheetMetal.com BUILT RITE CONSTRUCTION Bronze Member CORRALITOS / FREEDOM 831-254-1988 BuiltRite.biz CENTRAL COAST LANDSCAPE & MAINTENANCE, INC. Gold Member SOQUEL 3145 Porter St. 831-462-3726 CentralCoastLandscape.com COSTA BELLA BUILDERS Gold Member APTOS / LA SELVA 8032 Soquel Dr. Ste C 831-818-9847 costabellabuilders.com CYPRESS COAST FENCE Gold Member WATSONVILLE 836 Walker St. 831-783-1500 cypresscoastfence.com DAY ONE SOLAR INC. Bronze Member SANTA CRUZ 387 Coral St. 831-687-8097 day1solar.com F. JOHN LABARBA CONSTRUCTION Bronze Member SANTA CRUZ 741 Redwood Dr 831-818-2210 FJohnLaBarba.com HARDY QUALITY AIR, INC. Bronze Member WATSONVILLE 400 Airport Blvd 831-722-3242 HardyQualityAir.com JEFF HUGHES CONSTRUCTION Gold Member APTOS / LA SELVA 802 Estates Dr. #104A 831-661-5125 jeffhughesconstruction.com

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SERVICES K&D LANDSCAPING, INC. Gold Member WATSONVILLE 62 Hanger Way 831-728-4018 kndlandscaping.com LIGHTHOUSE WINDOWS & DOORS Bronze Member SANTA CRUZ 317 Potrero St. 831-426-2601 Lighthouse-Windows.com MAN WITH TOOLS Bronze Member SANTA CRUZ 831-427-9878 manwtools.com MORIARTY’S ROOFING Bronze Member SANTA CRUZ 290 Pioneer St. 831-466-9948 moriartysroofing.com PREMO ROOFING Bronze Member MARINA 235 Reindollar Ave. 831-737-7075 PremoRoofing.com

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SERVICES

PAUL NELSON INSURANCE SERVICES Bronze Member SANTA CRUZ 730 Mission St. Ste 201 831-426-9900 bayareainsured.com INTERIOR DESIGN BRUNETTI’S INTERIORS Bronze Member SCOTTS VALLEY 5610 Scotts Valley Dr., Suite #253 831-438-1910 BrunettisInteriors.com URBANA DESIGN STUDIO Silver Member SANTA CRUZ 741 41st. Ave. 831-477-9474 UrbanaDesign.studio LANDSCAPING CENTRAL COAST LANDSCAPE & MAINTENANCE, INC. Gold Member SOQUEL 3145 Porter St. 831-462-3726 CentralCoastLandscape.com K&D LANDSCAPING, INC. Gold Member WATSONVILLE 62 Hanger Way 831-728-4018 kndlandscaping.com TERRA NOVA ECOLOGICAL LANDSCAPING Gold Member SANTA CRUZ 831-425-3514 terranovalandscaping.com Legal Services LEGAL SERVICES CORVIN LEGAL SERVICES Bronze Member SANTA CRUZ 1840 41st. Ave. 408-406-4137 CorvinsLegalServices.com STRAHLE LEGACY PLANNING LAW OFFICES Gold Member CAPITOLA 716 Capitola Ave. Ste G 831-621-2165 SantaCruzEstatePlanning.com

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check ouT OUR pick up and delivery menus!

est. 2010 open 7 days a week 7941 Soquel Dr., Aptos 831.662.2811

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grass fed without antibiotics or hormones

burgerlovesbeer.com

open 7 days a week 1520 Mission St., Santa Cruz 831.425 .5300

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SERVICES MARKETING DIGITAL MEDIA SANTA CRUZ Bronze Member SANTA CRUZ 831-345-2084 DigitalMediaSantaCruz.com EVENT SANTA CRUZ Silver Member SANTA CRUZ 101 Cooper St. 831-332-8677 eventsantacruz.com KAREN KEFAUVER SOCIAL MEDIA MARKETING Gold Member SANTA CRUZ 831-588-3232 karenkefauver.com MILLER MAXFIELD INC. Bronze Member SANTA CRUZ 133 Mission St. 831-227-6469 millermaxfield.com

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SERVICES

TAM COMMUNICATIONS Gold Member SCOTTS VALLEY 5610 Scotts Valley Dr. Ste B552 831-439-1500 TamCom.com THE ROOT GROUP Bronze Member SANTA CRUZ 1840 41st. Ave. #205 831-824-4135 rootgroupmarketing.com PEST CONTROL GOPHERS LIMITED Bronze Member SANTA CRUZ 303 Potrero St. Ste 39 831-335-2400 GophersLimited.com PHOTOGRAPHY AMY MEDINA PHOTOGRAPHY Silver Member SANTA CRUZ 951-768-4223 AmyMedinaPhotography.com DEVI PRIDE PHOTOGRAPHY Bronze Member SANTA CRUZ 1060 River St. 831-600-6055 devipride.com EYECATCHLIGHT PHOTOGRAPHY Bronze Member SANTA CRUZ Bayona Dr. 831-600-8729 eyeCatchLight.com MERLIN GROUP Bronze Member SANTA CRUZ Forest Ave. Merlin.group PRINTERS BLUEPRINT EXPRESS OF SANTA CRUZ Silver Member SANTA CRUZ 820 Soquel Ave. 831-426-5299 bpxsantacruz.com COMPLETE MAILING AND PRINTING Bronze Member SANTA CRUZ 108 Dubois St. 831-425-5556 CompleteMail.com

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YOUR FRIENDLY NEIGHBORHOOD HOOKUP!

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VEGAN & GLUTEN-FREE OPTIONS BEER • WINE • BEVERAGES • ICE CREAM 831.429.1856 | Weds - Sat 4:00 - 9:30pm 831.429.1856 537 Seabright Ave. | engferpizzaworks.com featuring WOOD-FIRED pizza build-to-suit or combinations homemade soups and desserts vegan and gluten free options beer and wine to dine-in or TAKE OUT• organic salads homemade soups and desserts ping-pong • smiling faces!OUT beer and wine• checkers to dine-in or TAKE ping-pong • checkers • smiling faces!

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SERVICES

COMMUNITY PRINTERS INC. Gold Member SANTA CRUZ 1827 Soquel Ave. 831-426-4682 comprinters.com DYNAMIC PRESS Bronze Member SANTA CRUZ 1334 Brommer St. Ste B1 831-479-7920 dynamicpress.com REAL ESTATE KARMA MORTGAGE SOLUTIONS Bronze Member CAPITOLA 830 Bay Ave. Ste D 831-462-2496 karmamortgagesolutions.com KIMBERLY PARRISH REALTOR - DAVID LYNG REAL ESTATE PLEASURE POINT Gold Charter Member SANTA CRUZ 1041 41st. St. 831-421-1177 parrishsellssantacruz.com LIGHTHOUSE REALTY & PROPERTY MANAGEMENT Bronze Member SANTA CRUZ 402 Ingalls St 831-425-7355 lighthouserealty.net OAKTREE PROPERTY COMPANY, INC. Gold Member WATSONVILLE 936 E Lake Ave. 831-722-9922 eastlakevillageshopping.com PAUL COUTTS REALTOR Bronze Member SANTA CRUZ 824-B Mission St. 831-332-2940 PaulCouttsRealtor.com PETER CULLEN BROKER ASSOCIATE AT BAILEY PROPERTIES Bronze Member APTOS 9119 Soquel Dr. 831-818-1662 petecullen.com

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Enjoy a bevy of sweets & chocolates where a dash of art & whimsy will result in a date with decadence.

Making use of natural, organic, fair trade & locally sourced ingredients such as fruit, brandy, wine, beer and chocolate.

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AGING CARE YOU CAN TRUST

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Personalized care up to 24 hours a day by experienced and registered home care aides.

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HCO# 444700020

600 Frederick Street • Santa Cruz, CA 95062 • (831) 469-4900 • www.lifespancare.com THINKLOCALSANTACRUZ.ORG

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SERVICES

VANGUARD REALTORS Bronze Member SANTA CRUZ 1142 Soquel Ave. 831-462-3110 vanguardrealtors.com SAFETY & SECURITY AA SAFE & SECURITY CO. Bronze Member SANTA CRUZ 712 Soquel Ave. 831-423-5415 aasafe.com HCL LABELS, INC. Silver Member SCOTTS VALLEY 1800 Green Hills Rd. Ste 104 800-421-6710 hclco.com SANTA CRUZ SECURITY SYSTEMS Silver Member SANTA CRUZ 343 Soquel Ave. Ste 318 831-425-7718 santacruzsecurity.systems SANTA CRUZ VIDEO SECURITY, LLC Silver Member SANTA CRUZ 303 Potrero St. #29-304 831-428-3438 santacruzvideosecurity.com SENIOR SERVICES A MOVE MADE SIMPLE Bronze Member WATSONVILLE 150 Palm View Ln. 831-539-1000 AMoveMadeSimple.com ALEXANDRIA VICTORIA Bronze Member SANTA CRUZ 226 Morrissey Blvd.

831-429-9137 alexandriavictoria.com LIFESPAN Silver Member SANTA CRUZ 600 Frederick St. 831-469-4900 lifespancare.com RUTH MARTIN HOME CARE Bronze Member SANTA CRUZ 831-234-1484 ruthmartinhomecare.com

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A P PA R E L

GIFTS

ACCESSORIES

www.LoveLivinInSantaCruz.com Contact Pete Cullen ~ 831.818.1662

ORGANIC FOODS SUPPLEMENTS & BODYCARE LOCAL WINE & BEER GREAT GIFT OPTIONS 831.685.3334 / 7506 SOQUEL DRIVE APTOS Find Us On: APTOSNATURALFOODS.COM OPEN EVERYDAY 8AM TO 9PM

A Santa Cruz Tradition for Breakfast and Lunch Since 1993

831-457-2804

Located in the heart of Downtown Santa Cruz at

106 Walnut Ave, Santa Cruz, CA

Building locally for 20+ years, the finest quality hardwood cabinets and furnishings for home and office using sustainable harvest certified hardwoods, formaldehyde free furniture grade plywoods & veneers, and low V.O.C finishes.

Call to schedule a free in home estimate

design • implementation • installation • finish 2608 MISSION STREET • SANTA CRUZ, CA 95060 PH: 831.460.9183 •FAX: 831.460.9184 walliswoodworks.com • CA LIC# 678353 THINKLOCALSANTACRUZ.ORG

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SERVICES

SAFE AT HOME SENIOR CARE Bronze Member CAPITOLA 820 Bay Ave. Ste 101 831-462-3500 safeathomeseniorcare.com TRANSPORTATION LAMBERT & SON MOVING Gold Member SANTA CRUZ 2638 17th. Ave. 831-420-0419 LEIBBRANDT TRANSPORT Bronze Member SANTA CRUZ 223 Surfside Ave. 831-457-9520 santacruzmovers.com VETERINARIAN SERVICES ARK ANIMAL HOSPITAL Bronze Member SANTA CRUZ 2616 Mission St. 831-426-3399 arkanimalhospitalsc.com WEBSITE SERVICES ADVANTEDGEDIGITAL Bronze Member APTOS / LA SELVA 7960 B Soquel Dr. #211 831-726-0220 AdvantEdgeDigital.com MACDONALD DESIGN Bronze Member SANTA CRUZ 303 Potrero St. Ste 43-102 831-462-2383 macdonalddesign.com TEAM OF HORSES Bronze Member APTOS / LA SELVA 7010 Soquel Dr. #202 831-661-5884 tohwebmasters.com WHOLESALE WATSONVILLE COAST PRODUCE, INC. Gold Member WATSONVILLE 275 Kearny St 831-722-3851 coastpro.com

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18 YEARS IN BUSINESS Natural Beauty of Wool

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Let us assist you from concept to completion Property managers, contractors, residential, realtors, commercial, welcome!

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Bobbie Frandeen Sales/Estimator

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ACKNOWLEDGMENTS 2021 – OPEN. OPEN. OPEN? 2021 certainly didn’t turn out the way we hoped it would, but it was better than 2020. The first quarter was a little frightening but then as we rolled into spring, things started to look up, especially here in Santa Cruz as tourism returned and the Santa Cruz Beach Boardwalk welcomed guests back to our favorite amusement park. But like the iconic Giant Dipper, the economic recovery has been a roller coaster ride filled with a giant slog up, crazy dips down and unexpected turns.

What gave us hope through these wild times was how much the community rallied around local businesses. We re-examined our buying habits and supported locally owned and independent restaurants, shopped at our many unique stores, were thankful for any opportunity to congregate with others, and hugged each other a little tighter as we recognized how much we depend on one another.

We took a second look at how we ran our businesses and realized there were many silver linings that grew out of the darkness of 2020. We struggled through challenging labor shortages, became more efficient, embraced new technologies, and were thankful for every customer that clicked, called, or walked through our doors.

Whether we officially signed up at Think Local First for a listing or a membership, there was an increased momentum in the think local first movement. It was palpable. We seem to all understand that by keeping our dollars local, we can help our communities survive and thrive.

2022 – INTO THE UNKNOWN? A look into the year ahead is a bit murky, but we have even more hope than we had this time last year. It looks like our roads and bridges will get much needed repair. We’ve realized our own resiliency and our ability to adapt to whatever seems to come our way. So, even as we read disturbing headlines or hear the constant drone of “breaking news”, it also feels like, as a community, we’re standing tall with the mindset “we got this!”

In 2022, our hope is to make the Think Local First movement even bigger and push back the instinct of falling into old ways. You see it in many things big and small. New community/business events started in 2020 are continuing as now annual ways to bring shoppers and businesses together to keep our economy strong. Locally owned businesses are expanding into new locations. Revitalization of areas of our business districts that were stagnant for far too long or new energy poured into developments that have sat too long on the drawing board. Commuters being allowed to telecommute rather than drive the hill, thus improving the quality of their own lives. People enjoying what Santa Cruz County has to offer, reminding us why we live here.

For our organization, we want to lead this movement by showing the value of being part of a marketing cooperative with a single focus: to promote and sustain economic vitality while preserving the unique character of Santa Cruz County. We know it’s a big job but “we got this”!

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We are a peer referred group of like minded local professionals dedicated to providing quality and value for your Santa Cruz construction project.

Santa Cruz

We have worked here in Santa Cruz for many years. It’s our home. We share a commitment to a higher standard of work and service. www.santacruzconstructionguild.us support@santacruzconstructionguild.us THINKLOCALSANTACRUZ.ORG

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CHARTER MEMBERS

These members joined TLF during its firstMEMBERS year and CHARTER remain committed to its These members joined mission:

TLF during its first year and remain committed to its mission: BECKMANN’S BAKERY

PLAZA LANE OPTOMETRY

BOOKSHOP SANTA CRUZ

SANTA CRUZ COUNTY BANK

CHARLIE HONG KONG

SANTA CRUZ SEASIDE COMPANY

ERIK’S DELICAFE

SOCKSHOP & SHOE COMPANY

GOOD TIMES BAKERY BECKMANN’S

STAFF OF LIFECOUNTY BANK SANTA CRUZ

KSCO AM 1080 BOOKSHOP SANTA CRUZ

TIMES PUBLISHING GROUP SANTA CRUZ SEASIDE COMPANY

PARRISHHONG CREATIVE CHARLIE KONG

WELL WITHIN SPA SHOPPER’S CORNER

GOOD TIMES SANTA CRUZ

SOCKSHOP & SHOE COMPANY

KSCO AM 1080 SUPPORTERS: COMMUNITY

STAFF OF LIFE

PARRISH CREATIVE MARCY FROM NITLESS NOGGINS PLAZA LANEFROM OPTOMETRY GREG WIMP TOGO’S

TIMES PUBLISHING GROUP WELL WITHIN SPA

CYNTHIA MATHEWS

SHOP LOCAL Your money stays here!

thinklocalfirstsc.org

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SANTA CRUZ

COMMUNITY

CREDIT UNION

Helping Build a Stronger Tomorrow As a Santa Cruz Community Credit Union (SCCCU) member, you’re part of an inclusive community where you have a voice in your financial future.

AFFORDABLE FINANCIAL SERVICES FOR EVERYONE

You can use your ITIN to apply for any loan or open any of our accounts:

• LIFT Loans (Payday Loan Alternative): short-term loans up to $2,500 to help when you’re short on cash.

• Second Chance Checking: safely and securely manage your money.

• DACA Loan: fixed-rate loan for the Deferred Action for Childhood Arrivals (DACA) Program.

• Savings-Secured Loan or Visa Card: build or re-establish credit using your savings as collateral.

SAFE AND SECURE ACCESS TO YOUR MONEY

• Online and Mobile Banking: conduct nearly all your financial business (including mobile deposits) anytime, anywhere.

• Digital Wallet: contactless, secure way to make purchases online, in-app, or in-person.

• Surcharge-Free ATMs: get cash wherever you are (locally or nationally) without paying a fee.

WE’RE A NOT-FOR-PROFIT FINANCIAL COOPERATIVE, NOT A BANK

And we care about helping all members of our community reach their financial goals, especially the unbanked and underserved.

Not a member? It’s easy to join.

VISIT WWW.SCCCU.ORG OR CALL 831-425-7708

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LIC#932914

SOLAR TECHNOLOGIES Your Santa Cruz Solar Installer Sustainable energy to power your home for years to come.

(831) 777-5881 SolarTechnologies.com

Residential · Commercial

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