Small businesses holding steady through pandemic, local fires
WATSONVILLE—First came the coronavirus in March and then the fires and smoke in August. While the CZU August Lightning Complex fire in the Santa Cruz Mountains is 100% contained, the Covid-19 pandemic continues.
What have the dual disasters meant for Watsonville’s local businesses? So far,...
Business growing for Creme de Canna
Creme de Canna specializes in the high-tech extraction of cannabinoid (CBD) oils — each of which have their own benefits — that can be incorporated into a variety of products for a wide range of needs.
Santa Cruz Balsamics continues to grow
Owner works from Watsonville’s El Pajaro CDC
For Kim Tush, the best part of her job is being able to work on her feet.
Just a few years ago, Tush was paralyzed after a surgery complication. Following her recovery, she decided to take a big step—literally...
Cafe Ella to be renamed ‘Strawberry Patch Cafe’
WATSONVILLE—Cafe Ella, 734 E Lake Ave., will soon be rebranding itself with a new name and design.
Owners Jennifer DeVault and Erika Conrad will rename the business “Strawberry Patch Cafe” this month. The twin sister team bought the popular cafe in 2019 from founder and...
Watsonville’s Crystal Bay Farm opens annual pumpkin patch
For more than 20 years, Crystal Bay Farm owners Lori and Jeff Fiorovich have offered the Pajaro Valley community a homegrown harvest tradition.
Every October, the couple transforms their farm into a family-friendly pumpkin patch, where people can come and pick out the perfect pumpkin,...
Christmas tree sellers optimistic despite national shortage
In the weeks leading up to Christmas, tree farms across the nation are thrust into the spotlight and sellers start their busiest time of year.
This year, the industry is holding steady, despite a nationwide shortage that is pushing up prices. Heatwaves and fires that...
City budget buoyed by sales tax revenue ‘bubble’
WATSONVILLE—Despite the economic shutdowns resulting from the Covid-19 pandemic, the city of Watsonville’s overall sales tax revenues have held steady thanks to a myriad of reasons, including a sharp rise in online and local shopping.
That’s according to Administrative Services Director Cindy Czerwin who at...
Land Trust protects Silliman Ranch
WATSONVILLE—The Land Trust of Santa Cruz County, together with the Martinelli and Silliman families, have protected the Silliman Ranch on Highway 129 from development.
Under the agreement signed the week before Thanksgiving, the Land Trust of Santa Cruz County purchased the development rights to the...
Local designer, shop owner gives back to community
Every year Sindy Hernandez, local fashion designer and owner of Queen’s Shoes, heads up two fundraisers to support local nonprofits.
Dubbed Fashion Cares, the fundraisers have amassed money for Jacob’s Heart, CASA, Monarch Services and more.
“It’s my way of giving back to my community,” Hernandez...
PVUSD Sustainable Schools Advisory team launches
Facing years of declining enrollment likely to take a multimillion-dollar bite out of its budget—coupled with federal education cuts and an impending recession—Pajaro Valley...
