Think Local First Santa Cruz 2020

SANTA CRUZ COUNTY

GUIDE TO WHERE THE LOCALS GO

2020

THINKLOCALSANTACRUZ.ORG

We Rent, We Sell, We Deliver

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BUSINESS INDEX 18 ARTS, EDUCATION & ENTERTAINMENT Museums & Galleries Music & Theater Tourism & Attractions Training & Classes 22 DINING, SPIRITS & HOSPITALITY Accommodations Bakeries Bars & Pubs Breweries Catering Coffee Ice Cream & Yogurt Prepared Foods Restaurants Wineries 30 HEALTH & WELLNESS Acupuncture Chiropractic Day Spas Fitness Health & Wellness Retail Medical Optical Pharmacy 34 COMMUNITY Community & Social Services Media Outlets Nonprofits 40 SHOPPING & RETAIL Apparel Art Supplies Auto Bicycles Books Dispensaries

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Farm Supply Gifts Grocers & Specialty Foods Home & Garden Jewelry Liquor Stores Lumber & Building Materials Office Supply & Office Furniture Pet Stores Restaurant Supply Retail Shoe Stores Smoke Shops Sporting Goods 56 SERVICES Accounting & Bookkeeping Attorneys Banks & Credit Unions Business Services Communications Computers Contractors, Construction & Design Graphic Design & Illustration Insurance Interior Design Landscaping Marketing Photography Printers Real Estate Safety & Security Senior Services Transportation Travel Veterinarian Services Website Services Wholesale

THINKLOCALSANTACRUZ.ORG

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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Fast delivery to your home or Jobsite

The Largest Selection of Landscape Materials in Town!

• Interlocking Pavers & Retaining Wall Systems • Flagstone & Slate • Real & Artificial Turf • Decorative Gravel & Utility Sands • High Quality Organic Soils & Compost Custom Mixes • Drainage & Erosion Control • Boulders • Garden Tools & Masonry Supplies • Pond Supplies & Pumps • Soil Amendments • Organic Fertilizers & Pest Control • Decorative Mulch & Wood Chips • Specialty growing products

Locally owned and operated since 1966 831.688.6211 • aptoslandscapesupply.com 5035 Freedom Blvd. Aptos Mon – Sat 7:30am to 4:30pm, closed Sundays

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WELCOME Dear Friends, Welcome to the 11th edition of the Think Local First Member Directory. Inside you will find information about hundreds of locally

owned and operated businesses. Keep this Directory to find and frequent the businesses in it. You can also find detailed information about all our members at thinklocalsantacruz.org and join TLF, if you haven’t already.

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Variety is the spice of life: You will find tremendous diversity and unique consumer experiences when you visit a TLF business.

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Quality and price: Independent, locally owned businesses want to give you the best bang for your buck to keep you coming back!

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Insider’s track: You know who owns local independent businesses? It’s folks who have lived here for years. Ask them for their recommendations on restaurants, activities, and shopping hotspots to feel like a local (and go where the locals go!).

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Good Vibes: When you spend your dollars at Think Local First member businesses, the money you spend will stay here to compensate employees who live in our neighborhoods, to pay suppliers who are part of Santa Cruz County’s business environment and even to support our schools and fire fighters through tax revenue.

Please let this directory be your guide! Shop the logo and live the philosophy of Think Local First—County of Santa Cruz.

Locally Yours, The Board of Think Local First

Santa Cruz County

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TABLE OF CONTENTS 4 INDEX OF BUSINESS CATEGORIES 7

SANTA CRUZ

COUNTY

GUIDE

WELCOME

8 CONTENTS

TO WHERE THE

LOCALS GO

2020

10 B OARD & STAFF 11 HISTORY OF THINK LOCAL FIRST 12 1 0 REASONS TO SHOP LOCAL 14 PARTNER WITH US 16 NEW TLF WEBSITE 17 WHERE DOES THE MONEY GO? 18 MEMBER DIRECTORY 29 WHO DO YOU TRUST 86 CHARTER MEMBERS

THINKLOCALS

88 THE BIG PICTURE

ANTACRUZ.O

RG

90 ACKNOWLEDGEMENTS CONTRIBUTORS Karen Kefauver, Kimberly Parrish, Andrea Konrad,

Peter Beckmann, Karl Heiman, Peter Neuwald, Mike Bass ART DIRECTOR Tabi Zarrinnaal DESIGNERS Mackenzie Alameda, Sam Miranda ADVERTISING DIRECTOR Debra Whizin ADVERTISING REPRESENTATIVES Lisa Buckley,

Sue Lamothe, Ilana Rauch Packer, Tiffani Petrov ACCOUNTING Sarah Puckett CIRCULATION MANAGER Shannen Craig OFFICE MANAGER Kari Mansfeld GENERAL MANAGER Lee May

Cover design by Sam Miranda 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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Cannabis for you.

Voted Best Dispensary in Santa Cruz GoodTimes • Santa Cruz Waves Santa Cruz Sentinel

New State of the Art Location

533 Ocean St. • Santa Cruz

Original Location

3600 Soquel Ave. • Santa Cruz

kindpeoples.com C10-0000172-LIC • C10-0000234-LIC

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BOARD & STAFF

PETER NEUWALD ANB INSURANCE SERVICES

Chair & Director

MONIQUE LUSSE EQUITY BY DESIGN

Treasurer & Director

PETER BECKMANN BECKMANN’S BAKERY

Director & Co-Founder MICHAEL OLSON KSCO RADIO

Director, Spokesperson and Co-Founder MIKE BASS IMAGINEER DESIGN & COAST MERCHANT SERVICES

Director

OFFICER ANDREA KONRAD

Membership Director

SPECIAL THANKS NICOLE GALLIZIOLI

Indie Biz Expo Co-Organizer

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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 TLF 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. TLF’s 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.

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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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KE

EPING

YOU

Largest selection of Organic Food and Supplements in Santa Cruz County Celebrating over 50 years in business Come experience a Santa Cruz original!

Great Prices

1266 Soquel Ave • Santa Cruz • 831-423-8632 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 hardearned 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 TLF 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 TLF decal in your business window; use the TLF 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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BUY SELL TRADE COMPUTERS • DJ GEAR • PRO AUDIO • GAMING • REPAIRS

We’re Santa Cruz’s #1 resource for Apple & PC laptops, desktops. pro audio, dj gear & more!

WE OFFER INNHOUSE AND ONNSITE REPAIR & IT SERVICES

santacruztechexchange.com NOW OPEN!

1715 Mission St Santa Cruz, CA

(831) 600-8915 THINKLOCALSANTACRUZ.ORG

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NEW TLF WEBSITE THINKLOCALSANTACRUZ.ORG THE PREMIER ONLINE DIRECTORY FOR LOCAL BUSINESSES & COMMUNITY ORGANIZATIONS In 2018 Think Local First launched a new online directory with an impressive list of features that make it the premier business directory in Santa Cruz County. Features include:

• • • • • • • • •

Detailed Listings for Think Local First Members Photo and Video Galleries Events Coupon Specials from TLF 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, use one-click dial to call a business, or easily get Google Maps directions. You can search for a business, or you can browse by categories to get the latest information about all Think Local First members.

We are committed to providing unparalleled value to Santa Cruz shoppers and to our Think Local First members.

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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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ARTS, EDUCATION & ENTERTAINMENT

MUSEUMS AND GALLERIES AGRICULTURAL HISTORY PROJECT Nonprofit Member WATSONVILLE 2601 E. Lake Ave. 831-724-5898 aghistoryproject.org LUMEN GALLERY Bronze Member CAPITOLA 112 Capitola Ave., Ste 100 831-295-6647 lumengal.com 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 CENTE R 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 CTR NonProfit Member SANTA CRUZ 100 McAllister Way 831-459-3800 seymourcenter.ucsc.edu MUSIC & THEATER CINELUX THEATRES Silver Member CAPITOLA 1475 41st. Ave. 831-479-3504 CineLuxTheatres.com SANTA CRUZ MUSIC FESTIVAL Silver Member SANTA CRUZ 137 Dakota Ave. SantaCruzMusicFestival.com

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ECOLOGICAL LANDSCAPING

Unpaving the way since 1988!

Design

•

Installation

•

Maintenance

Climate Resilient Landscapes Greywater & Rainwater Harvesting Drip Irrigation & Smart Controllers Paths & Patios, Decks & Arbors Permaculture Creative Plantings • Groundskeeping Homestead Support • Edible & Medicinal Plants

terranovalandscaping.com

831-425-3514 license #656636

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ARTS, EDUCATION & ENTERTAINMENT

SANTA CRUZ SHAKESPEARE NonProfit Member SANTA CRUZ 500 Chestnut St. 831-460-6396 santacruzshakespeare.org TOURISM & ATTRACTIONS BREW CRUZ Bronze Member SANTA CRUZ 924 B. Cayuga St. 831-222-0120 scbrewcruz.com 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 KAITLYN CLARE TAROT Bronze Member SAN LORENZO VALLEY Boulder Creek 831-334-9106 kaitlynclaretarot.com 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 SEASIDE COMPANY Gold Charter Member SANTA CRUZ 400 Beach St. 831-423-5590 beachboardwalk.com

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SUP SHACK SANTA CRUZ Bronze Member SANTA CRUZ 2214 East Cliff Dr. 831-464-7467 supshacksantacruz.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 FIVE BRANCHES UNIVERSITY Gold Member SANTA CRUZ 200 7th Ave. 831-476-9424 FiveBranches.edu PACIFIC SAIL SANTA CRUZ Bronze Member SANTA CRUZ 790 Mariner Park Way 831-423-7245 pacificsail.com

ARTS, EDUCATION & ENTERTAINMENT

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

SANTA CRUZ FINANCIAL ACADEMY Gold Member SANTA CRUZ 135 Mill Rd. 831-331-1977 livefinanciallyfreetoday.com SCORE MENTORS OF SANTA CRUZ Nonrofit Member CAPITOLA 716 Capitola Ave. Ste G 831-621-3735 santacruz.score.org THE BAY SCHOOL Nonprofit Member LIVE OAK 1026 Capitola Rd. 831-462-9620 thebayschool.org THINKLOCALSANTACRUZ.ORG

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DINING, SPIRITS & HOSPITALITY

BAKERIES BECKMANN’S BAKERY Gold Charter Member SANTA CRUZ 104 Bronson St. 831-423-9242 beckmansbakery.com COMPANION BAKERS Silver Member SANTA CRUZ 2341 Mission St. 831-252-2253 companionbakeshop.com PACIFIC COOKIE COMPANY Bronze Member SANTA CRUZ 1203 Pacific Ave. 831-429-9709 pacificcookie.com BARS & PUBS 99 BOTTLES OF BEER ON THE WALL Silver Member SANTA CRUZ 110 Walnut Ave. 831-459-9999 99bottles.com BREWERIES ELKHORN SLOUGH BREWING COMPANY Silver Member WATSONVILLE 65 Hanger Way 831-288-3152 ElkhornSloughBrew.com KIND BREWERY Bronze Member SANTA CRUZ 429 Front St. 831-295-6121 KindBrewery.info LÚPOLO CRAFT BEER HOUSE Silver Member SANTA CRUZ 233 Cathcart St. 831-454-8306 lupolosc.com NEW BOHEMIA BREWING COMPANY Gold Member SANTA CRUZ 1030 41st Ave. 831-588-0986 nubobrew.com

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Woodstove & Sun 510 Soquel Avenue Santa Cruz, CA 95062 (831) 425-5123 www.woodstoveandsun.com THINKLOCALSANTACRUZ.ORG

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DINING, SPIRITS & HOSPITALITY

SANTA CRUZ MOUNTAIN BREWING Silver Member SANTA CRUZ 402 Ingalis St. 831-425-4900 scmbrew.com UNCOMMON BREWERS Silver Member SANTA CRUZ 303 Potrero St. Ste 40-H 831-621-6270 uncommonbrewers.com CATERING D’LA COLMENA Gold Member WATSONVILLE 129 W. Lake Ave. 831-724-4544 dlacolmenacatering.com COFFEE COFFEE NINE Bronze Member 9505 Hwy 9 831-336-4521 coffeenine.com

SAN LORENZO VALLEY

COFFEETOPIA Silver Member SANTA CRUZ 3701 Portola Dr. 831-477-1940 1443 Capitola Rd. SANTA CRUZ 831-427-7181 1723 Mission St. SANTA CRUZ 831-425-6583 coffeetopia.com HIDDEN FORTRESS COFFEE ROASTING Bronze Member WATSONVILLE 125 Hangar Way 831-246-1748 hiddenfortresscoffee.com MR. TOOTS COFFEEHOUSE Bronze Member CAPITOLA 221 Esplanade 831-475-3679 tootscoffee.com

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BEACH BREAK BY MARIANNE’S Gold Member CAPITOLA 104 Stockton Ave. 831-479-8888 beachbreakcapitola.com MARIANNE’S ICE CREAM Gold Member SANTA CRUZ 1020 Ocean St. 831-458-1447 218 State Park Dr. APTOS 831-713-4746 mariannesicecream.com

DINING, SPIRITS & HOSPITALITY

ICE CREAM & YOGURT

MISSION HILL CREAMERY Bronze Member SANTA CRUZ 1101 B Pacific Ave. 831-508-0774 missionhillcreamery.com PREPARED FOODS FOODSMITH Bronze Member SOQUEL 1840 41st. Ave Ste 102-300 831-480-2345 myfoodsmith.com SUSHI MARKET SPROUTS Silver Member SANTA CRUZ 300 7th. Ave. 831-465-1177 THINKLOCALSANTACRUZ.ORG

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DINING, SPIRITS & HOSPITALITY

RESTAURANTS ALOHA ISLAND GRILLE Bronze Member SANTA CRUZ 1700 portola Dr. 831-479-3299 BRUNO’S BAR & GRILL Bronze Member SCOTTS VALLEY 23 Mt. Hermon Rd. 831-438-2227 brunosbarandgrill.com CHARLIE HONG KONG Bronze Member SANTA CRUZ 1141 Soquel Ave. 831-426-5664 charliehongkong.com THE CREMER HOUSE Bronze Member SAN LORENZO VALLEY 6256 CA-9 831-335-3976 thecremerhouse.com D’LA COLMENA Gold Member WATSONVILLE 129 W. Lake Ave. 831-724-4544 dlacolmenacatering.com ERIK’S DELICAFE Silver Member SANTA CRUZ 1664 Soquel Dr. 831-462-1919 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 KAITO Silver Member SANTA CRUZ 830 41st. Ave. 831-464-2586 smilekaito.com

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DINING, SPIRITS & HOSPITALITY

NICK THE GREEK Silver Member SANTA CRUZ 1133 Pacific Ave. 831-431-6313 NickTheGreeksj.com PACIFIC THAI SANTA CRUZ Bronze Member SANTA CRUZ 1319 Pacific Ave. 831-420-1700 pacificthaisantacruz.net SATURN CAFE Silver Member SANTA CRUZ 145 Laurel St. 831-429-8504 saturncafe.com THE TURKEY BOAT Silver Member WATSONVILLE 7 San Juan Rd. 831-536-5351 the-turkey-boat-letseat.at 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 WINERIES EQUINOX METHODE CHAMPENOISE Gold Member SANTA CRUZ 334 Ingalls St. 831-471-8608 equinoxwine.com MJA VINEYARDS Bronze Member SANTA CRUZ 328 A Ingalls St. 831-421-9380 mjavineyards.com SANTE ARCANGELI FAMILY WINES Silver Member CORRALITOS / FREEDOM 23 Blake Ave. 831-406-1262 santewinery.com

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WHO DO YOU TRUST:

Trust by Americans 70% 60% 50% 40% 68%

30% 20% 10%

18%

0% 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% 20%

74%

79%

Local business leaders

Small-business owners

45%

10% 0% Major corporation execs

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

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HEALTH & WELLNESS

ACUPUNCTURE FIVE BRANCHES UNIVERSITY Gold Member SANTA CRUZ 200 7th Ave. 831-476-9424 FiveBranches.edu CHIROPRACTIC DAKOTA HEALTH CENTER Bronze Member SANTA CRUZ 111 Dakota Ave. #2 831-429-1188 dakotahealthcenter.org DR. ELIZABETH QUINN M.S. D.C. Bronze Member SANTA CRUZ 200 7th. Ave. Ste 170 831-476-2168 DrElizabethQuinn.com DAY SPAS 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

YÕSO WELLNESS SPA Bronze Member SANTA CRUZ 740 Front St. 831-247-1987 yosowellness.com

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Santa Cruz

Capitola

1407 PaciďŹ c Avenue 427-1550 Open 7 days a week

1501-K 41st Avenue 464-2700 Open 7 days a week

stores.gopalace.com

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HEALTH & WELLNESS

FITNESS NOURISH Bronze Member SANTA CRUZ 130 Walnut Ave. 831-359-0675 NourishSantaCruz.com SANTA CRUZ CORE FITNESS & REHAB Bronze Member SANTA CRUZ 317 Portero 831-425-9500 santacruzcore.com HEALTH AND WELLNESS RETAIL THRESHOLD ENTERPRISES, LTD. Gold Member SCOTTS VALLEY 23 Janis Way 831-438-6851 thresholdenterprises.com MEDICAL RADIOLOGY MEDICAL GROUP OF SANTA CRUZ COUNTY, INC. Silver Member SANTA CRUZ 1661 Soquel Dr. 831-476-7711 rmgscc.com SANTA CRUZ COMMUNITY HEALTH CENTERS Nonprofit Member SANTA CRUZ 250 Locust St. 831-427-3500 schealthcenters.org OPTICAL EYEQ OPTOMETRY Silver Member SANTA CRUZ 1101 Pacific Ave. Ste E 831-466-3937
 eyeqsantacruz.com NORTH COAST VISION OPTOMETRY Bronze Member SANTA CRUZ 804 41st Ave. 831-462-5945 northcoastvision.com

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HEALTH & WELLNESS

PLAZA LANE OPTOMETRY Bronze Charter Member SANTA CRUZ 1537 Pacific Ave. 831-429-2020 plazalaneoptometry.com SANTA CRUZ OPTOMETRIC CENTER Silver Member SANTA CRUZ 904 Cedar St. 831-426-1050 santacruzoptometric.com VANITY BY THE SEA – CAPITOLA SUNGLASS COMPANY Bronze Member CAPITOLA 215 Capitola Ave. 831-435-3836 vanitybythesea.com PHARMACY HORSNYDER’S PHARMACY Gold Member SANTA CRUZ 1226A Soquel Ave. 831-423-2315 horsnyderrx.com WESTSIDE PHARMACY & MEDICAL SUPPLY Gold Member SANTA CRUZ 1401 Mission St. 831-423-7175 westsidepharmacyrx.com THINKLOCALSANTACRUZ.ORG

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COMMUNITY

COMMUNITY & SOCIAL SERVICES CAPITOLA-SOQUEL CHAMBER OF COMMERCE Nonprofit Member CAPITOLA 716 Capitola Ave. 831-475-6522 capitolachamber.com CITY OF SANTA CRUZ ECONOMIC DEVELOPMENT Gold Member SANTA CRUZ 337 Locust St. 831-420-5150 choosesantacruz.com CONFLICT RESOLUTION CENTER OF SANTA CRUZ Nonprofit Member SANTA CRUZ 1414 Soquel Ave. Ste 216 831-475-6117 crcsantacruz.org COUNTY OF SANTA CRUZ Nonprofit Member SANTA CRUZ 701 Ocean St. 831-454-2728 co.santa-cruz.ca.us HOMELESS GARDEN PROJECT FARM Nonprofit Member SANTA CRUZ Shaffer Rd. at Delaware Ave. 831-426-3609 homelessgardenproject.org PAJARO VALLEY CHAMBER OF COMMERCE & AGRICULTURE Nonprofit Member WATSONVILLE 44 Brennan St. 831-724-3900 pajarovalleychamber.com PLEASURE POINT BUSINESS ASSOCIATION Nonprofit Member CAPITOLA 1840 41st. Ave. #10 831-419-8433 pleasurepointguide.com SANTA CRUZ COMMUNITY VENTURES Nonprofit Member SANTA CRUZ 324 Front St. 831-460-2345 sccvonline.org

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Where the fun is!

VOTED BEST BURGER SLV SAN LORENZO VALLEY & SCOTTS VALLEY RUNNER UP

Photography by @TradewindsHD Instagram Photo

RE STAU RA N T • SP O RT SB A R O U TD O O R D I N I N G • B A N Q U E T S • C ATER IN G 230 Mount Hermon Rd G Scotts Valley • 831 - 438 - 2227 • brunosbarandgrill.com

CHARLIE HONG KONG Celebrating 21 years!

Real Food Healthy & Affordable Noodles and Rice Bowls Organic Locally Grown Veggies 9

Dog Friendly Patio

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LEWIS TREE SERVICE, INC. Bronze Member LIVE OAK 1500 Brommer St. 831-476-1200 lewistreeserviceinc.com TERRA NOVA ECOLOGICAL LANDSCAPING Gold Member SANTA CRUZ 831-425-3514 terranovalandscaping.com MARKETING DISCOVERHER Silver Member SANTA CRUZ Online 831-440-8259 discoverher.life EVENT SANTA CRUZ Silver Member SANTA CRUZ 101 Cooper St. 831-332-8677 eventsantacruz.com HANDLE YOUR PR (HYPR) Gold Member SANTA CRUZ 831-325-8178 handleyourpr.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 LINDA JOHNSON, MBA, PRINCIPAL PATHWAYS TO GROWTH Bronze Member SANTA CRUZ 831-464-7312 pathways2growth.com PPD MULTIMEDIA Bronze Member LIVE OAK 3700 Portola Dr. 831-479-9098 ppdmultimedia.com

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Aging is Inevitable.

Pain Doesn’t Have to Be.

Dr. Charles M. Goodwin, D.C., L.Ac

Chiropractic • Acupuncture Herbal Medicine • Sports Injury and Taping

Dakota Health Center

111 Dakota Avenue, Suite 2, Santa Cruz CA 95060 p: 831.429.1188 • f: 831.429-1396 • e: dakotadc@cruzio.com

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SERVICES TAM COMMUNICATIONS Silver Member SCOTTS VALLEY 5610 Scotts Valley Dr. 831-439-1500 tamcom.com THE ROOT GROUP Bronze Member SANTA CRUZ 1840 41st. Ave. #205 831-824-4135 rootgroupmarketing.com PHOTOGRAPHY DEVI PRIDE PHOTOGRAPHY Bronze Member SANTA CRUZ 1060 River St. 831-600-6055 devipride.com MIKE DANEN PHOTOGRAPHY Bronze Member SANTA CRUZ 831-325-9904 mikedanen.com REBECCA STARK PHOTOGRAPHY Bronze Member SANTA CRUZ 627 Center St. 831-325-4183 rebeccastarkphotography.com PRINTERS BLUEPRINT EXPRESS OF SANTA CRUZ Silver Member SANTA CRUZ 820 Soquel Ave. 831-426-5299 bpxsantacruz.com

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Bank Local, Finance Local.

Bay Federal offers great rates on home and auto loans. Whether you are ready to refinance or purchase, keep your money working locally by financing with us!

Visit any of our branches or apply online at www.bayfed.com

Federally Insured by NCUA. Equal Housing Lender.

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SERVICES

BRINKS AWARDS & SIGNS Silver Member SANTA CRUZ 184 Benito Ave. 831-426-2505 brinksawards.com COMMUNITY PRINTERS INC. Gold Member SANTA CRUZ 1827 Soquel Ave. 831-426-4682 comprinters.com DARCO PRINTING & PAPER STORE Bronze Member SANTA CRUZ 130 Doyle St. 831-426-5616 DYNAMIC PRESS Bronze Member SANTA CRUZ 1334 Brommer St. Ste B1 831-479-7920 dynamicpress.com MPRESS DIGITAL PRINTING Bronze Member SANTA CRUZ 252 Potrero St. 831-420-1999 mpressdigital.com ROSS GRAPHICS Bronze Member APTOS / LA SELVA 714 Soquel Ave. Unit B 831-469-7677 rossimaging.com REAL ESTATE CRUZ PROPERTIES Bronze Member LOS GATOS 23111 Highway 17 408-353-6453 mountainmike.com KARMA MORTGAGE SOLUTIONS Bronze Member CAPITOLA 830 Bay Ave. Ste D 831-462-2496 karmamortgagesolutions.com KIMBERLY PARRISH REALTOR Gold Charter Member SANTA CRUZ 1041 41st. St. 831-421-1177 parrishsellssantacruz.com

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Need framing for your art?

We will make your picture beautiful!

142 River Street • Santa Cruz LenzArts.com • 425-7111 Award-Winning Picture Framing!

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SERVICES LIGHTHOUSE REALTY & PROPERTY MANAGEMENT Bronze Member SANTA CRUZ 402 Ingalls St 831-425-7355 lighthouserealty.net MONTEREY BAY PROPERTIES Bronze Member CAPITOLA 620 Capitola Ave. 831-476-9661 montereybayprop.com OAKTREE PROPERTY COMPANY, INC. Gold Member WATSONVILLE 936 E Lake Ave. 831-722-9922 eastlakevillageshopping.com OW PROPERTIES Gold Member SANTA CRUZ 2857 Mission St. 831-423-8463 owproperties.com PAUL COUTTS REALTOR Bronze Member SANTA CRUZ 824 Mission St. 831-332-2940 paulcouttsrealtor.com PAUL VANNERUS Bronze Member SANTA CRUZ 149 Josephine St. Unit D 831-426-0400 vannerusmortgage.com

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®

Find us locally at Sockshop Santa Cruz 17 Municipal Wharf Suite E socksmith.com

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SERVICES PETER CULLEN Bronze Member 9119 Soquel Dr. 831-818-1662 petecullen.com

APTOS

SANTA CRUZ PROPERTIES Bronze Member SANTA CRUZ 100 Doyle St. Ste H 831-588-8855 santacruzproperties.com VANGUARD REALTORS Bronze Member SANTA CRUZ 1142 Soquel Ave. 831-462-3110 vanguardrealtors.com SAFETY & SECURITY SAFETY & SECURITY AA SAFE & SECURITY CO. Bronze Member SANTA CRUZ 712 Soquel Ave. 831-423-5415 aasafe.com

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SUSHI MARKET SPROUTS

KAITO RAMEN, SUSHI & MORE Open for Lunch and Dinner Tues - Sun, closed Mon

GRAB AND GO SUSHI SHOP

830 41st Avenue in Pleasure Point Santa Cruz (831) 464-2586 | smilekaito.com

300 7th Ave., at Twin Lakes Beach, Santa Cruz 12-7pm Tues-Sat Closed Sun-Mon 831.465.1177

Comprehensive

Support for Aging Well

Home Care Personalized care up to 24 hours a day

Care Management Well-Being Program Person-Centered Support and Care Coordination

Social, Emotional, and Recreational Support

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HCO# 444700020

Free Estimates

Expect Unsurpassed Quality Precise Color Matching & Unibody Repair Over 45 Years of Experience Phil Chadd, Owner

831-462-1593 2750 Soquel Ave, just off Hwy 1 in Santa Cruz

www.philsautobodysc.com

SOMERSET

Doors • Windows • Hardware 831.476.4693 4005 Cory St. Soquel, CA 95073 Fax 831.475.7141 • SomersetSupply.com

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SERVICES 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 ALEXANDRIA VICTORIA Bronze Member SANTA CRUZ 226 Morrissey Blvd.

831-429-9137 alexandriavictoria.com

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Insurance With a Santa Cruz Focus for Over a Century

(831) 423-4304 anbins.com

• Business • Home • Auto • Group Health • Employee Benefits Business & Personal Protection • Life Insurance

931 Mission St., Santa Cruz | 831.423.4304 | anbins.com

Drink well.

Live well.

Stockwell.

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Santa Cruz Urban Winery Tasting Room Open Thursday-Sunday 1100 Fair Ave., Santa Cruz • stockwellcellars.com • 831.818.9075 THINKLOCALSANTACRUZ.ORG

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SERVICES

LIFESPAN CARE MANAGEMENT AGENCY Bronze Member SANTA CRUZ 600 Frederick St. 831-469-4900 lifespancare.com RUTH MARTIN HOME CARE Bronze Member SANTA CRUZ 831-234-1484 ruthmartinhomecare.com SAFE AT HOME SENIOR CARE Bronze Member CAPITOLA 820 Bay Ave. Ste 101 831-462-3500 safeathomeseniorcare.com TRANSPORTATION LEIBBRANDT TRANSPORT Bronze Member SANTA CRUZ 223 Surfside Ave. 831-457-9520 santacruzmovers.com THE SANTA CRUZ EXPERIENCE Bronze Member SCOTTS VALLEY 75 Mount Hermon Rd. A 831-421-9883 thesantacruzexperience.com VETERINARIAN SERVICES ARK ANIMAL HOSPITAL Bronze Member SANTA CRUZ 2616 Mission St. 831-426-3399 arkanimalhospitalsc.com HANNAH M. GOOD DVM/ COMMUNITY MOBILE VET Bronze Member SANTA CRUZ 831-427-2077 drhmgood.com

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IT’S TRUE

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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 THINKLOCALSANTACRUZ.ORG

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SERVICES WEBSITE SERVICES IMAGINEER DESIGN Gold Member SANTA CRUZ 841 Cedar St. 831-440-8950 imagineerdesign.com WHOLESALE SOCKSMITH DESIGN, INC Bronze Member SANTA CRUZ 1037 17th Ave. 831-426-6416 socksmith.com WATSONVILLE COAST PRODUCE, INC. Gold Member WATSONVILLE 275 Kearny St 831-722-3851 coastpro.com

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OPEN FOR BREAKFAST, LUNCH & EVENTS 1210 Mt. Hermon Rd. Scotts Valley, CA 95066 GIFT CERTIFICATES AVAILABLE

831.335.1210 • heavenlyroadsidecafe.com

Art materials for everyone!

Huge selection! Low prices!

142 River Street • Santa Cruz LenzArts.com • 423-1935 THINKLOCALSANTACRUZ.ORG

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CHARTER MEMBERS

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

SANTA CRUZ COUNTY BANK

BOOKSHOP SANTA CRUZ

SANTA CRUZ SEASIDE COMPANY

CHARLIE HONG KONG

SHOPPER’S CORNER

GOOD TIMES SANTA CRUZ

SOCKSHOP & SHOE COMPANY

KSCO AM 1080

STAFF OF LIFE

PARRISH CREATIVE

TIMES PUBLISHING GROUP

PLAZA LANE OPTOMETRY

WELL WITHIN SPA

SHOP LOCAL Your money stays here!

thinklocalfirstsc.org

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READ GOOD TIMES EVERY WEEK OR ONLINE AT GOODTIMES.SC

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THE BIG PICTURE

BY PETER BECKMANN

Beckmann’s Bakery co-founder and co-chair Last time I went shopping for my favorite hand lotion, I had an interesting experience. First, the lotions were hard to find, and lacking a helpful store clerk, I wandered through half the store before realizing that my lotion had been replaced by lower quality but equally expensive lotions. And secondly, in order to take advantage of the advertised “special” price, I needed to join their “club” first.

Although benign on the surface, this little story sheds light on some important changes we encounter in national chain stores: The modern chain store layout makes us walk by all those items we did NOT plan on buying, before we get to the section with the everyday staples (bread, milk, eggs).

Chain stores are staffed to a minimum. And since employee pay is kept to a minimum, turnover is high, and knowledgeable employees are harder to find.

There is increasing pressure from national chains on their suppliers to deliver their wares at rock-bottom prices. Many of these vendors, committed to paying their employees livable wages and benefits, refuse to reduce their prices, and their products eventually are replaced by lower cost, lower quality, and higher margin products.

The alternative lies in the ever-stronger movement toward local commerce, where shopkeepers choose their products based on their own and their customers’ preferences and not solely for profit reasons.

The Think Local movement, promoted by umbrella organizations like BALLE (Business Alliance for Local Living Economies) and AMIBA (American Independent Business Alliance) currently comprises some 41,000 independent and locally owned businesses nationwide. It continues to grow, thanks to discriminating personal consumption choices by all of us.

By shopping “locally owned” we are creating our communities together. Please Join us!

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JOIN SANTA CRUZ COUNTY’S HOLIDAY GIVING PROGRAM 38 LOCAL NONPROFITS CONTRIBUTE WITH CONFIDENCE IT’S EASY TO DONATE ONLINE (OR BY MAIL OR CASH DELIVERY)

SANTACRUZGIVES.ORG NOVEMBER 13-DECEMBER 31

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ACKNOWLEDGMENTS THANKS TO ALL OF OUR VOLUNTEERS, PROFESSIONALS AND SUPPORTERS WHO HAVE ENABLED THE GROWTH OF THINK LOCAL FIRST. YOUR SUPPORT HAS BEEN OUTSTANDING. WE WISH WE COULD INCLUDE EVERYONE IN OUR LIST! •

Debra Whizin and the Good Times staff who produced this Directory

•

Patrice Edwards of Times Publishing Group for publishing our events

•

D’La Colmena Marketing and Catering, Staff of Life, Equinox Methode Champenoise, Elkhorn Slough Brewing Company, Mickey’s Catering, MJA Vineyards, Shahin G., Happy Dog Hotdogs, The Turkey Boat, The Soquel Creek Water District, Uncommon Brewers, Sante Adairius Rustic Ales, Beckmann’s Old World Bakery and Sante Arcangeli Family Wines made our mixers absolutely fabulous by providing food, wine and beer

•

KSCO, Cruzio and Whiskey Hill Farms for hosting 3 wonderful mixers

•

Kimberly Parrish from David Lyng Real Estate for our fabulous “house band” Whiskey Moon

•

Lester Pedrazzini CPA for financial guidance and support

•

Monique Lusse for endless unpaid hours keeping our books in order

•

Michael Olson, Michael Zwerling, Rosemary Chalmers and the crew at KSCO 1080AM for their generous on-air support

•

Peter Beckmann and Karl Heiman for effective and skillful direction of TLF through its first 10 years

•

Andrea Konrad, Membership Director, for her energy and expertise in the launch of the new TLF website

•

Peter Neuwald from ANB Insurance, for his support & dedication to Think Local First

•

Mike Bass of Imagineer Design for his many hours dedicated to launching the new Think Local First website & the Indie Biz Expo website

•

Nicole Gallizioli from Network Management Solution for her energy and expertise in organizing the 2019 Indie Biz Expo

•

Holly Hamner and Sarah Idstrom for volunteering & supporting Think Local First

•

Karen Kefauver for her social media marketing and management of the Facebook page: www.facebook.com/thinklocalsantacruz

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County-wide collaboration & progressive economic change since 1977

• Financial Counseling • ITIN Accounts • Auto, Personal, Mortgage & Mobile Home Loans • Low-rate Visa Credit Card • Checking, Savings & Money Market • SBA Loans • Business Start-up Loans & Credit Lines • Commercial Real Estate • Equipment & Vehicle Loans • Solar Power Loans

324 Front Street, Santa Cruz 590 Auto Center Drive, Watsonville 2750 41st Avenue, Soquel

(831) 425-7708 | SCCCU.org THINKLOCALSANTACRUZ.ORG

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705 N. Branciforte Ave. Santa Cruz

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TAKE ADVANTAGE OF THE 26% FEDERAL TAX CREDIT 9

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92 visit solartechnologies.com or THINKLOCALSANTACRUZ.ORG