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Your July Horoscope Times Publishing Group, Inc. Leo (July 23-Aug. 23) Independence Day is a time for thinking of right now, not what’s coming next. This is a time when endings are inevitable, and there’s no telling where you’ll be a month from now. It’s best to accept the things you can’t change and hold steady despite your desire to move ahead. You’re feeling the need to make sure your loved ones feel safe and protected mid-month. Your strong urge to nurture and care for others makes you an excellent parent and/or friend. You’re happy to let your true personality shine through at the end of the month. Your warmth and friendliness are two of your better qualities, and you make almost everyone you come into contact with feel loved and appreciated. Virgo (Aug. 24-Sep. 22) You are feeling reserved as the month begins, but you still feel the intensity and pressure that come with looking toward the future. There might not be a lot you can do to change things in the long term, but thinking about it helps. Mid-month brings sudden awareness to a part of your past that’s been keeping you from moving on. Forgiving others is a part of this, but forgiving yourself might actually be more important. Everything looks good from where you’re sitting at the end of July, but everything isn’t always as it seems. You know that old saying “if it looks too good to be true, it probably is”? Yup, that’s this energy. Libra (Sep. 23-Oct. 23) The month begins with the desire to run before you’re ready to walk. Take some time to rethink the past month and plan for where you’d like to go. The intensity you feel mid-July is unavoidable, especially if you’ve been dealing with a past hurt. Inner reflection takes you to some very uncomfortable places, but it’s needed to find the conclusions you’re seeking. Looking to other people will be difficult. Your friendliness and outgoing attitude late in the month could leave you susceptible to embarrassment and ridicule. Even though you know there are consequences that come from being an open book, you can’t imagine being any other way now. Scorpio (Oct. 24-Nov. 22) You might not feel very celebratory early in July. When your mind is on the future, it’s hard to live in the moment. But there isn’t a lot you can do right now to change things. Communication is easier mid-month, making it easier for you to figure out went wrong the last few weeks and maybe how you can fix it. Apologies aren’t the easiest thing, but they help. You might be in the spotlight late in the month, but now isn’t the time to retreat. This a good time to show the world your hidden talents, even if it makes you uncomfortable. You deserve all the applause you get. Sagittarius (Nov. 23-Dec. 21) You are anxious to get things started early in the month. The problem is that it’s a much better time to finish what you’ve already started. Try to be patient a little while longer. Mid-month brings the green light you’ve been looking for on new projects and relationships. That patience is about to pay off! Family matters should be your top priority. Being overly confident and/or optimistic as July comes to a close isn’t a good idea, because someone or something is just waiting in the wings to tear you down. Balance is the key to riding out this energy. When you use extreme thinking, the potential is high for being way off base. Capricorn (Dec. 22-Jan. 20) You’re the responsible one as the nations birthday approaches. While everyone else is getting a little crazy, you’re worried about the little details and all the things that can go wrong. There’s a valuable lesson here, somewhere. Mid-July gives you a chance to forgive yourself or someone else for the hurt you’ve been feeling for the past months (or maybe even years). Everyone makes mistakes, but dwelling on the past only keeps you from having a happy future. Passion comes back into your life late in the month. If you haven’t been enjoying things because of an endless “what if” scenario playing in your head, it’s time to let the negativity go. Aquarius (Jan 21-Feb. 18) Independence Day is a great time to celebrate some of your recent accomplishments! It also brings a reminder not to get too comfortable, because there’s plenty more for you to over the month. Any negative energy you’ve been feeling seems to just fade away mid-month. The next few weeks have a fun, friendly vibe that allows you to be yourself. You’re questioning some of your recent decisions late in the month. This isn’t a good time to ignore details. Take everything into account when making important life choices now, especially if they’re final. Pisces (Feb. 19-Mar. 20) You should find making important decisions a bit easier early in the month. The practical energy in the air grounds you and helps you make the decision you’ve been hesitant to make in the past few weeks. That feeling flows through the middle of the month, helping you stand up for yourself regarding an unresolved situation from your past. If you’ve always believed you were at fault, some serious soul searching will help you understand that you’re not the only one to blame. Your dreams and daydreams can be productive late in July if you focus on getting the answer to a question. Signs and symbols from your subconscious are everywhere. Aries (March 21-April 20) Sour energy early in the month might dampen your celebrations a bit. As much as you’d love to be living in the moment, your mind is on the future and all you have yet to achieve. A sense of deep awareness and self-contemplation fills you mid-July. You aren’t one to sit alone and reflect on your feelings, but this energy can lead to real healing if you let it. Your world starts to brighten late in the month, bringing passion, creativity, and drama. The coming weeks have a much more playful tone than earlier in the month, so enjoy the spontaneity that comes from this enthusiastic pairing. Taurus (April 21-May 21) You feel a mellowness early in July, brings an uncertainty that makes it difficult to predict what might happen next. Stick with the basics in order to avoid making life-changing mistakes. A crisis of self-esteem and selfdoubt follow mid-month, which could be caused by something you did, meaning there’s still time to fix it. If you’re being blamed or shamed by someone else, what’s their true motivation? If they’re projecting their feelings onto you, it’s time to walk away. The latter half of the month is filled with big ideas and dramatic scenes. You’re in the mood to be seen, and you might do some pretty out-of-character things to make sure you stay relevant. Gemini (May 22-June 21) The month begins with an unwelcome shadow on your mood. You want to be out having a good time, but the current world situation is holding you back. The lines of communication between you and someone you’ve recently lost touch with open back up mid-month. Finding the necessary words to patch things up between the two of you is within your grasp. You’re overly optimistic about something that you heard or read at the end of July, and it doesn’t help that the people around you might encourage you to overreact or embellish facts and details. Try not to believe the information you get from a third party until you verify it with the source. Cancer (June 22-July 22) Something in the air is killing your festive vibe as the month begins. It’s not that you can’t still have a good time, but the energy now is more about getting serious about the future. You breathe a sigh of relief mid-July as you feel things starting to get back to normal. This is a good time to wipe the slate clean of any negative interactions and start fresh with regard to communication. You have a desire to feel safe and protected late in the month. It’s time to evaluate what’s important to you and figure out how to let down your guard long enough so you can get it. ••• www.tpgonlinedaily.com

FEATURED COLUMNIST It’s Not Business As Usual

The last 90 days have put a strain on our realities, whether personally or professionally. For those of us who are business owners, the challenges have been even greater, as providing for our families has been upended, and the future is not the past.

During these crazy few months you may have had the following thoughts:

I wish I had information on all my customers to know which ones are my most loyal. How can I get back in touch with all my customers to let them know we’re opening? If no one is walking the streets to shop, then how valuable is foot traffic anyway? I still don’t understand social media, or what it can do for my business.

Though it’s not likely another pandemic will strike in the near future, none of us would have envisioned what just happened–orthefinancialcrisismortgage meltdown – or the attacks from 9/11. The last 20 years have been unprecedented, and without preparing NOW to have your business in a better positon tomorrow, you may not be able to survive the next wave of unpredictability. But there is hope!

If you ran your business without collecting, keeping and managing customer-specific information, then it’s likely you’re not able to get back in touch with your best customers, or any customers at all. Now is the time to change that. There are many companies who provide easy to understand and affordable tools to help you manage your customer information. Some businesses in town are using FiveStars, which allows you to capture c u s t o m e r - s p e c i f i c information on who purchased what, when and how long has it been since they’ve been back. You can text and/or email customers directly from FiveStars.

By Ron Kustek

Also, Square is more than just a creditcard transaction company, as they’ve developed customer marketing tools that allow you evaluate which days, times and customers are the best to focus on, as well as providing both email and text features. You can easily separate customers into those who are loyal, those who spend the most, those who may just shop when you have sales, etc. Again, spending $10-$30 a month to be able to have this information and actually use it allows you to be in a better position than your competition who may not be using simple technology to help manage their business.

Whatever the case, no one can afford to just go back to the way things were — because they won’t be that way. If you didn’t pay attention to your customers before, then you can’t afford not to now. There have been businesses that have opened with lesser menus and higher prices — not the way to win back customers.

“Not Usual” page 27

Fire Chief Embraces Water Reuse Soquel Creek Water District: We’re #InThisTogether

The Soquel Creek Water District is engaged in multiple approaches to combat overdrafting of the groundwater basin and seawater intrusion into our local water supply. It’s important to remember that these severe water supply challenges affect everyone in our community — and we are all part of the solution. Over the next few months, this series of Water Wisdom columns will feature the viewpoints of local community members and organizations talking about the importance of creating and maintaining a sustainable water supply, as a community.

The Aptos/La Selva Fire Protection District is responsible for fire protection and emergency response in Aptos, Rio Del Mar, and La Selva Beach. Its 27-square-mile coverage area overlaps with a significant portion of the Soquel Creek Water District. And when it comes to

Eileen Eisner-Streller & Alyssa Abbey share water tips at the 2019 Aptos/LA Selva Fire Open House.

By Rebecca Rubin & Melanie Mow Schumacher, Soquel Creek Water District

water, both agencies agree that it is among the most important of resources.

The chief heading up the Aptos/La Selva Fire Protection District is 26-year fire service veteran Aaron Lowe. He tells us, “Water is the most crucial tool we have when it comes to fire fighting. It’smosteffectiveatextinguishing most kinds of fires, and without water we’d be in a much more serious situation, especially during the dry season. For that reason and others, we’re all very aware of and sensitive to the local water supply challenges.”

The chief also points to education as a key tool in both fire prevention, and water conservation. “We work hard to help people understand how to reduce the potential for fires in their home or business,” he says. “Andwhenwehavefewerfirestofight, we use less water. To the extent we can help the public decrease the incidence of fire, we’re saving that drinking water for other important uses.”

In his role as chief, Aaron sees other opportunities to save water on the job. For example, when performing training or maintenance, the use of water is limited by utilizing simulations when feasible. And, when engaging in joint exercises with other, larger fire protection agencies, there is an opportunity to use equipment which actually recycles the water that’s involved with the training, so they can use it multiple times — taking water re-use to another level!

Chief Lowe’s understanding of the water supply challenges we face in this region today is commendable. “Water supplies here are limited, and subject to Eileen Eisner-Streller chats with attendees at the 2019 Aptos/LA Selva Fire Open House. dramatic changes. A drought, or even just a sub-normal rainfall season, will cause shortages when the community needs water.” He goes on to say, “We all know that the Water District’s sole source of water, the groundwater basin, is over-drafted and suffering from seawater contamination. That’s a huge problem. Now is the time to embrace water reuse.”

Chief Lowe notes the benefits of recycling water, with projects such as Pure Water Soquel, will have. “The technology and science out there today is already sufficient to ensure the safety of all drinking water, including the purified water that’ll be produced by Pure Water Soquel.” In addition, he says, “This project is great for the environment, there are plenty of checks and balances built in, and the water will meets state and federal drinking water standards. The A/LSFPD is fully on board with the Water District’s goals and actions toward groundwater sustainability.”

The chief knows that the Water District is working hard to create that and other new water supplies, which will take some of the pressure off of the groundwater basin. “Soquel Creek Water is really doing their part toward ensuring a stable water supply for the future,” says Chief Lowe. “Those of us at A/LSFPD have homes and families like everyone else, and it’s great to know that the Water District is exploring water options for the long-term, and looking out for our future.”

And at the same time, Chief Lowe and the Aptos/La Selva Fire Protection District are doing their part in conserving water, in the recognition that water is our most important — and threatened — resource. A local fire protection district and a local water district, both with watersaving goals, and both working for the improvement and long-term vitality of the community…this is a good illustration that we are indeed all #InThisTogether. n •••

As always, if you have any questions about this month’s topic or anything else related to Soquel Creek Water District, feel free to contact the District at outreach@soquelcreekwater.org or visit www.soquelcreekwater.org.

“Not Usual” from page 26

Some businesses have reached out to past clients who have used their services, to offer financial incentives for referral programs and/or special rates for additional services. Other businesses have smartly increased their level of customerfocus, and have provided added-value to their offerings, as well as new and more inventive customer experiences.

But let’s not forget social media marketing. What do you think many of your customers have been doing these past 90 days cooped-up inside for sheltering in place? Many businesses are thriving online, both for eCommerce website sales and for engaging with customers through Facebook and Instagram. Having a simple page or having an account on all platforms is not social media marketing — but if you haven’t even set up an account yet, you need to take your evening time and/or weekends to determine if you have the ability and knowledge to do this on your own, or if you need to hire a consultant who is a ‘doer’ to actually create and manage your customer outreach. Many charge upwards of $1,000 per month for these services, and if they do, you will want to specifically measure the exact sales associated with their posts and campaigns. Be sure to have your profits from these sales meet or exceed the cost of their services, otherwise you’ll be spending downward into a placeyouwon’tbeabletoafford.

The bottom line is, these times are not usual, so this is no time to go back to business as usual. Many of us have been putting off doing the things we know will help us, because much of it is new and we’re not very comfortable with doing new things. Continuing to get out of our comfortzoneswillbethefirststeptoinsure that our days and our businesses will continue to grow and prosper! n •••

Ron Kustek is a business instructor at Cabrillo College. Email: rokustek@cabrillo.edu

ANNOUNCEMENTS

VOLUNTEERS NEEDED FOR THE MONTEREY SYMPHONY The Monterey Symphony is seeking volunteers. If you love music and want to be involved, please call (831) 646-8511 or visit www.montereysymphony.org for more info.

THE SCIENCE OF CHRISTIANITY Airing on Community TV — Comcast 27 and Spectrum 73 Saturdays: 11:00 am • Sundays: 3:00 pm In this video replay on Community Television, Mary Alice Rose, a Christian Science practitioner and teacher talks about parallels between the study of physical science and the study of Christian Science. She’ll help you to understand how Christian principles, scientifically applied, heal the body and transform lives.

Rose had a 20-year career in science and technology that included work as a meteorologist for the National Severe Storms Laboratory and a manager developing the ground system for the Hubble Space Telescope. Now her life work is Christian Science healing and teaching others to heal. Visit www.cschurch.info for more information Sponsored by First Church of Christ, Scientist, Santa Cruz (Soquel)

ONGOING EVENTS

Daily SANTA CRUZ ‘USED’ BOOKSHOP 10 am- 3 pm 2710 Chanticleer Ave. Santa Cruz Grey Bears: Every Monday and Friday is $10-a-bag

With the current COVID-19 Crisis, please check in advance before attending any ongoing or dated events listed here. We will continue to print regular ongoing events that are expected to return.

book sale. Fill up a shopping bag with books for only $10! Thousands of titles for $1.50 or less: cookbooks, gardening, sci-fi, mysteries, classics and all sorts of fiction and nonfiction. Non-profit Grey Bears has served our community for 45 years. Grey Bears provides recycling services and accepts books and other donations for our thrift stores. Proceeds benefit our Brown Bag Program, distributing nutritious food to 3,900 seniors every week.

Weekdays CASA ORIENTATIONS TO BECOME ADVOCATES FOR CHILDREN CASA empowers volunteers to directly influence life-changing decisions affecting children in foster care. Court appointed special advocates are everyday people that, with just a few hours a week can have a lifetime of impact for a child who has been abused or neglected. More info www.casaofsantacruz.org or call 831-761-2956 x102

Mondays OVEREATERS ANONYMOUS MEETING 7 - 8 pm, Soquel Congregational Church, Ann Hutchinson Room, 4951 Soquel Dr., Soquel Do you have a problem with compulsive over- or undereating? Anorexia? Bulimia? Compulsive exercising? You are not alone. Drop into a free, friendly OA 12-Step meeting with the solution. All are welcome! For information on other meetings in Santa Cruz County: www. santacruzoa.org/meetings

Third Mondays STITCHERS BY THE SEA 7 –9 p.m., St. Stephan’s Lutheran Church, 2500 Soquel Ave., Santa Cruz The Santa Cruz County chapter of the Embroiderers Guild of America meets on the third Monday of every month, except June and December. Meetings are free to attend. All are welcome.

Mondays & Tuesdays WOMENCARE ARM-IN-ARM 12:30 - 2 p.m. WomenCARE ARM-in-ARM support group for women with advanced, recurrent and metastatic cancers. Meets weekly Mondays & Tuesdays, with a separate meeting every First and Third Tuesday every month. Registration required. Call 457-2273 for more information and to register. No cost to attend. www.womencaresantacruz.org

Tuesdays BUSINESS DEBTORS ANONYMOUS 5:15-6:30pm, Calvary Episcopal Church, Parish Hall, 532 Center Street, Santa Cruz. We specifically focus on recovering from debting on one’s business. For more information: 831-425-3272.

Tuesdays & Wednesdays SURVIVORS SUPPORT GROUPS Monarch Services offers a safe space to meet other survivors of domestic violence, sexual assault, and human trafficking survivors, and to listen or share experiences. Childcare provided on site.

Spanish – Tuesdays 6:00-7:30 p.m. Servicios Monarca, 233 E. Lake Avenue, Watsonville (831) 722-4532

English – Wednesdays 6:00-7:30 p.m. Monarch Services, 1590 Seabright Avenue, SC (831) 425-4030 For more information, visit www.monarchscc.org

Second Wednesdays SANTA CRUZ SONS IN RETIREMENT MONTHLY MEETING Noon, Elks Lodge at 150 Jewell St. This statewide group of retired men invites you to be our guest at our monthly luncheon. You’ll meet kindred spirits, have a fine lunch and learn something new from a top notch guest speaker. Cost: $18. RSVP at 479-7096