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GOLD L'Atelier Salon
114 Pearl Alley, Santa Cruz. 831.423.4247.
A spacious interior welcomes those in need of a makeover to the hottest new business in town. Sit down, relax and prepare to have your hair snipped, colored or curled with a professional attention to detail worthy of the hippest Beverly Hills stylist. A great gift option for that special someone who's always wanted a good pampering.
SILVER Fins Coffee
1104 Ocean St, Santa Cruz. 831.423.6131
BRONZE People's Coffee
1200 17th Ave, Santa Cruz. 831.464.2739.
Advertiser Links
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Acupuncturist
GOLD Grassroots
1414 Soquel Ave, Santa Cruz. 831.421.0531.
SILVER 5 Branches
200 Seventh Ave #115, Santa Cruz. 831.476.9424.
BRONZE Adam White
4895 Capitola Rd, Capitola. 831.476.2022.
Antiques
GOLD Mr. Goodies
1541 Pacific Ave, Santa Cruz. 831.427.9997.
GOLD Water Star
318 River St #A, Santa Cruz. 831.457.0996.
SILVER Rusty's
318 River St, Santa Cruz. 831.458.9445.
BRONZE DMV Clinic
2335 Soquel Dr, Santa Cruz. 831.462.4436
Bike Shop
GOLD Bicycle Trip
1127 Soquel Ave, Santa Cruz. 831.427.2850.
Top-notch customer service and a wide selection match with a great repair operation and thorough community service to make Bicycle Trip Santa Cruz's favorite place to buy a bike. Bikes for every member of the family, from the rugged mountaineer conquering the trails to the small tyke on his way around the block, can be found dangling from the roof of the Trip's cavernous showroom.
SILVER Spokesman Bicycles
231 Cathcart St, Santa Cruz. 831.429.8357.
BRONZE Sprockets
1420 Mission St, Santa Cruz. 831.426.7623.
Bookstore (New)
GOLD Bookshop Santa Cruz
1520 Pacific Ave, Santa Cruz. 831.423.0900.
SILVER Borders Books
1200 Pacific Ave, Santa Cruz. 831.466.9644.
BRONZE Capitola Book Café
1475 41st Ave, Capitola. 831.462.4415.
Bookshop (Used)
GOLD Logos Books and Records
1117 Pacific Ave, Santa Cruz. 831.427.5100.
Even when just browsing, it's impossible to make it out of this massive bookstore without picking up something of interest. Upon entering, customers are confronted by a smattering of thought-provoking new releases. Plowing through the aisles of books, customers will find a wide selection of the best classic literature, historical nonfiction and a slew of tomes few people even knew existed. The store's frequent "book buybacks" ensure there will always be something new on the shelves.
SILVER Bookshop Santa Cruz:
1520 Pacific Ave, Santa Cruz. 831.423.0900
BRONZE Capitola Book Café
1475 41st Ave, Capitola. 831.462.4415.
Camera/Photo Store
GOLD Bay Photo Lab
715 Soquel Ave, Santa Cruz. 831.425.1100.
119 Walnut Ave, Santa Cruz. 831.425.1844.
2959 Park Ave, Soquel. 831.475.6090.
235 Mt Hermon Rd, Scotts Valley. 831.438.3989.
1601 41st Ave, Capitola. 831.462.5464.
1950 Main St, Watsonville. 831.722.9072.
Whether you're a film holdout or loaded with the latest digital gadgetry, Bay Photo can help you translate your vision to clear, beautiful printed products. Gallery-style canvas wraps, designer borders, magazine proofs--they can do it all, and they can do it online. The Remote Order Entry System is exemplary for its breadth and depth of service.
SILVER Wolf Camera
810 Bay Ave, Capitola. 831.476.3333.
BRONZE Image Snap
831.425.7627
Car Wash
GOLD Whalers Car Wash
2001 Soquel Ave, 831.423.0676.
SILVER Master Car Wash
2110 41st Ave, Capitola. 831.476.5033.
BRONZE Cruz Car Wash
2731 41st Ave, Soquel. 831.476.7246.
Chiropractor
GOLD Steven Gabay
3811 Portola Dr, Santa Cruz. 831.475.1600.
SILVER Colin Frogley
4769 Soquel Dr, Soquel. 831.462.3350.
BRONZE Anne Stadler
111 Dakota Ave, Santa Cruz. 831.459.9985.
Clothing - Children's
GOLD Lollipops
550D River St, Santa Cruz. 831.423.3515.
BRONZE O'Neill Surf Shop
1115 41st Ave, Capitola. 831.475.4151.
110 Cooper St, Santa Cruz. 831.469.4377.
400 Beach St, Santa Cruz. 831.459.9230.
Clothing - Shoes
GOLD Bunny's Shoes
1350 Pacific Ave, Santa Cruz. 831.423.3824.
At Bunny's you've got your Vans, your Seychelles, your Uggs, your Chinese Laundry, your Unlisteds and dozens of other brands you've never heard of, almost all of them insanely cute and few of them over $60. For many of us, wandering in the door and around the central display (clockwise, always), through the forest of girlie girls trying on flats and boots as their friends advise, is an obligatory part of any daytime trip downtown. The handbag, Croc and sock wall is getting pretty fierce, too.
SILVER Sockshop and Shoe Company
1515 Pacific Ave, Santa Cruz. 831.429.6101.
BRONZE Old School Shoes
1017 Pacific Ave, Santa Cruz. 831.423.2700.
Clothing - Thrift
GOLD Goodwill
204 Union St, Santa Cruz. 831.423.1078.
292 Pioneer St, Santa Cruz.
1550 41st Ave, Capitola. 831.462.1300.
103 Whispering Pines Dr, Scotts Valley. 831.430.9029.
470 Main St, Watsonville. 831.722.2376.
571 Lighthouse Ave, Monterey. 831.649.6056.
708 E. Alisal St, Salinas. 831.424.5346.
1045 N. Main St, Salinas. 831.755.8668.
726 Broadway Ave, Seaside. 831.394.1212.
Gather round, whippersnappers, for a tale older than Moon Zoom and Crossroads put together. Back in the day, fashionistas on a budget made a beeline for Goodwill, where the selection is huge and the sales pressure nil. Granted, you have to make your way through a lot of size 16 blouses before you find that designer silk tank or perfect pair of wool gabardine pants--but that just makes your newfound gem all the more valuable.
SILVER Crossroads
811 Pacific Ave, Santa Cruz. 831.458.0555
BRONZE Front Street Thrift
428 Front St, Santa Cruz. 831.457.0229.
Clothing - Women's
GOLD Pacific Trading Co.
1224 Pacific Ave, Santa Cruz. 831.423.3349.
504 Bay Ave, Capitola. 831.476.6109.
SILVER Crossroads
811 Pacific Ave, Santa Cruz. 831.458.0555.
BRONZE Jade
1128 Pacific Ave, Santa Cruz. 831.425.2244.
Clothing - Vintage
GOLD Cognito Clothing
821 Pacific Ave, Santa Cruz. 831.426.5414.
SILVER Moon Zoom
813 Pacific Ave, Santa Cruz. 831.423.8500.
BRONZE Crossroads
811 Pacific Ave, Santa Cruz. 831.458.0555.
Contractor (Remodeling)
GOLD Andre Pieratt Construction
SILVER Eric Hammer Construction
BRONZE Dave McClure
Day Spa
GOLD Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
SILVER Well Within
417 Cedar St, Santa Cruz. 831.458.9355.
BRONZE Caress Day Spa
911 Capitola Ave, Capitola. 831.462.4422.
Dentist
GOLD Dr. Gavin McClure
304 Lincoln St, Santa Cruz. 831.426.1343.
SILVER Dr. Karl Brose
550 Water St. Ste E-1, Santa Cruz. 831.423.9311.
BRONZE Dr. Martin Shively
245 Sea Ridge Rd, Aptos. 831.662.2777.
Doctor
GOLD Dr. Robert Chen
528 Capitola Ave, Capitola. 831.475.1630
SILVER Dr. Randy Baker
2955 Park Ave, Soquel. 831.476.1886.
BRONZE Dr. Stephen Halpern
550 Water St, Santa Cruz. 831.425.0420.
Dry Cleaners
GOLD Pacific Dry Cleaners
511 Cedar St, Santa Cruz. 831.423.0644.
SILVER Bariteau's Dry Cleaners
620 Water St, Santa Cruz. 831.423.1500.
BRONZE Classic Cleaners
609 Soquel Ave, Santa Cruz. 831.423.2630.
2220 Soquel Ave, Santa Cruz. 831.475.5972
809 Bay Ave, Capitola. 831.479.0650.
DVD Rental
GOLD East Cliff Video
1701 Portola Dr, Santa Cruz. 831.462.0707.
In a cultured college town, it's not enough for a video store to just carry the newest Hollywood blockbuster. Discriminating tastes call for artsy films coming out of independent film festivals and the strange, thought-provoking releases that come from foreign studios. Luckily, East Cliff Video is plugged into the need for this flavor of higher-end releases and is more than happy to oblige.
SILVER Westside Video
1226 Mission St, Santa Cruz. 831.458.0134.
BRONZE Cedar St Video
320 Cedar St, Santa Cruz. 831.423.4466.
EyeWear
GOLD Eye Q
1101 Pacific Ave, Santa Cruz. 831.466.3937.
SILVER Spex
124 Church St, Santa Cruz; 831.454.9999
BRONZE Plaza Lane Optometry
1537 Pacific Ave, Santa Cruz. 831.429.2020.
Esthetician
GOLD Jeri Anderson at Derm Results
720 Capitola Ave, Capitola. 831.479.3376.
SILVER Alana Watson at Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
BRONZE Judy Garrison at Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
Fabric Store
GOLD Hart's Fabric
1620 Seabright Ave, Santa Cruz. 831.423.5434.
BRONZE Round Robin Fabrics
3703 Portola Dr, Santa Cruz. 831.476.8722.
Flower Shop
GOLD Flower Shack
614 S Branciforte, Santa Cruz. 831.423.3877.
SILVER Bonny Doon Garden Co
1520 Pacific Ave, Santa Cruz. 831.457.2905.
738 Chestnut St, Santa Cruz. 831.421.0975.
BRONZE Ferrari Florist
514 Front St, Santa Cruz. 831.460.7000.
Gift Shop
GOLD Best of Everything
1540 Pacific Ave, Santa Cruz. 831.423.3005.
Who knew a store full of tchotchkes could be so addicting? This temple to good taste has all the things you wish were in your home and on your person (and therefore the kinds of things you're inclined to get your best friends): Botanicus candles, French linens, Santa Cruz-made Mackerilla handbags, wooden (and lead paint-free) Melissa & Doug toys, hand-woven scarves of shocking beauty and shower curtains from some exotic land where all the citizens are stylish. And as befits such a store, gift-wrapping is free.
SILVER Graphfix Gallery
1229 Pacific Ave, Santa Cruz. 831.425.8086.
BRONZE Artisans
1368 Pacific Ave, Santa Cruz. 831.423.8183.
Grocery Store
GOLD Shopper's Corner
622 Soquel Ave, Santa Cruz. 831.423.1398.
Its 70-year history and friendly family feel have won Shopper's Corner an almost cultlike following among the Santa Cruz fooderati, but it's the classic butcher shop, with its prime beef and daily haul of fresh fish, that really packs 'em in. On the other hand it might be the comprehensive selection of Santa Cruz Mountain wines. Or the produce section with its locally grown bounty. Or it could be the superb selection of gum and mints. Wherever it gets its mojo, Shopper's has a secure supply.
SILVER Trader Joe's
700 Front St, Santa Cruz. 831.425.0140.
3555 Clares St, Capitola. 831.464.0115.
BRONZE New Leaf
2351 Mission St, Santa Cruz. 831.426.1306.
1134 Pacific Ave, Santa Cruz. 831.425.1793.
1210 41st Ave, Capitola. 831.479.7987.
13159 Central Ave, Boulder Creek. 831.338.7211.
6240 Hwy 9, Felton. 831.335.7322.
Gym
GOLD Toadal Fitness
113 Lincoln St, Santa Cruz. 831.423.3764.
1212 17th Ave, Santa Cruz. 831.464.3764.
SILVER Gold's Gym
620 Water St, Santa Cruz. 831.425.4653.
GOLD Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
SILVER L'Atelier Salon
114 Pearl Alley, Santa Cruz. 831.423.4247.
BRONZE Heat
1101 Pacific Ave, Santa Cruz. 831.425.1656.
Holistic Healer
GOLD Randy Baker
2955 Park Ave, Soquel. 831.476.1886
SILVER Five Branches
200 Seventh Ave, Santa Cruz. 831.476.8211
BRONZE Jessica Davies
621 Water St, Santa Cruz. 831.457.2848
HeadShop
GOLD Pipeline
818 Pacific Ave, Santa Cruz. 831.425.7473.
Cannabis connoisseurs already know that Pipeline is the place to go for all things "heady," but in case you're new to the game or you simply forgot (not inconceivable), let us remind you that this headshop has all the goods. Black-light posters, paraphernalia and even coffee table books with glossy hi-res weed photos are on hand for your stoner enjoyment, while an extensive tobacco collection tempts your less illicit vice.
SILVER Glass Roots
428 Front St, 831.466.0606.
BRONZE Graffix Pleasure
809 Pacific Ave, Santa Cruz. 831.423.2940.
Home Furnishings
GOLD Best of Everything
1540 Pacific Ave, Santa Cruz. 831.423.3005.
BRONZE World Market
1233 Pacific Ave, Santa Cruz. 831.469.3872.
Internet Services Provider
GOLD Cruzio
903 Pacific Ave, Santa Cruz. 831.459.6301.
SILVER Comcast
123 Doyle St, Santa Cruz. 800.945.2288.
BRONZE AT&T
www.att.com
Jewelry
GOLD Dell Williams
1320 Pacific Ave, Santa Cruz. 831.423.4100.
SILVER Graphix
1229 Pacific Ave, Santa Cruz. 831.425.8086.
BRONZE Vault Gallery
1339 Pacific Ave, Santa Cruz. 831.426.3349.
Kitchen Goods
GOLD Chefworks
1527 Pacific Ave, Santa Cruz. 831.426.1351.
SILVER Bed, Bath and Beyond
3555 Clares St, Capitola. 831.462.9848.
BRONZE Outside In
7560 Soquel Dr, Aptos. 831.684.0913.
Landscaper
GOLD Paradise Landscape
1500 Brommer St, Santa Cruz. 831.375.0175.
SILVER Silver Tree Designs
911 Center St, Santa Cruz. 831.458.3721.
BRONZE Terra Nova
127 Hebard St, Santa Cruz. 831.425.3514.
Lawyer
GOLD Brian Murtha
555 Soquel Ave, Santa Cruz. 831.458.9846.
SILVER Ben Rice
331 Soquel Ave, Santa Cruz. 831.425.0555.
BRONZE Steve Wright
123 Jewell St, Santa Cruz. 831.427.1985.
Local Bank
GOLD Bay Federal
420 River St, Santa Cruz. 831.479.6000.
1481 Main St, Santa Cruz. 831.479.6000.
402 Ingalls St, Santa Cruz. 831.479.6000.
SILVER Lighthouse Bank
111 Mission St, Santa Cruz. 831.600.4000.
BRONZE Santa Cruz Community Bank
325 Soquel Ave, Santa Cruz. 831.457.5000.
Local Farm
GOLD Route 1
Jeff Larkey's Route 1 Farm has been keeping Santa Cruzans well fortified with chard, lettuce, kale, mint, thyme, tomatoes and much more since 1988. Grown on acreage near the Waddell Creek entrance to Big Basin and in sun-kissed fields on Ocean Extension, Larkey's produce consistently impresses, as evidenced by the loyal following it's garnered at the Cabrillo, Westside and Downtown farmers markets.
SILVER Dirty Girl
BRONZE Live Earth
Locally Owned Store
GOLD Shopper's Corner
622 Soquel Ave, Santa Cruz. 831.423.1398.
SILVER Graphfix Gallery
1229 Pacific Ave, Santa Cruz. 831.425.8086.
BRONZE Bookshop Santa Cruz
1520 Pacific Ave, Santa Cruz. 831.423.0900.
Martial Arts
GOLD IMS
1224 Soquel Ave, Santa Cruz. 831.566.4672.
SILVER Westside Aerobics
509 Swift St, Santa Cruz. 831.454.9100.
BRONZE Minorsan
1320 Mission St, Santa Cruz. 831.458.0900.
Massage
GOLD Joanna at Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
SILVER Jane Farrar
BRONZE Shannon Brown
Musical Instruments
GOLD Sylvan Music
1521 Mission St, Santa Cruz. 831.427.1917.
SILVER More Music
512 Front St, Santa Cruz. 831.458.2438.
BRONZE Union Groove
1003 Pacific Ave, Santa Cruz. 831.427.0670.
Nails
GOLD Lindsay at Tonic
765 Cedar St, Santa Cruz. 831.426.4311.
SILVER Magic Nails
3625 Portola Dr, Santa Cruz. 831.476.1415.
BRONZE Tracy's Nails
1420 41st Ave, Capitola. 831.462.2292.
Natural Food Store
GOLD New Leaf Market
2351 Mission St, Santa Cruz. 831.426.1306.
1134 Pacific Ave, Santa Cruz. 831.425.1793.
1210 41st Ave, Capitola. 831.479.7987.
13159 Central Ave, Boulder Creek. 831.338.7211.
6240 Hwy 9, Felton. 831.335.7322.
SILVER Staff of Life
1305 Water St, Santa Cruz. 831.423.8632.
BRONZE Food Bin
1130 Mission St, Santa Cruz. 831.423.5526.
New Green Business
GOLD L'Atelier Salon
114 Pearl Alley, Santa Cruz. 831.423.4247.
SILVER Intero Real Estate
1115 Mission St, Santa Cruz. 831.420.1754.
BRONZE Greenspace
1122 Soquel Ave, Santa Cruz. 831.423.7200.
Nursery
GOLD Garden Co
2218 Mission St, Santa Cruz. 831.429.8424.
BRONZE Lumberman's
235 River St, Santa Cruz. 831.423.0223.
Pet Store
GOLD PetSmart
490 River St, Santa Cruz. 831.429.2780.
SILVER Pet Pals
3660 Soquel Dr, Soquel. 831.464.8775.
BRONZE Petco
Plumber
GOLD Ed Reuman
SILVER Cimarelli's
1231 Thompson Ave, Santa Cruz. 831.426.1811.
BRONZE Walt's Plumbing
831.426.4758.
Record/CD Store
GOLD Streetlight Records
941 Pacific Ave, Santa Cruz. 831.421.9200.
We all know people who've moved so far beyond analog that they now trade strictly in iTunes. How nice for them. For the rest of us there's Streetlight, a rambling music emporium stocked with untold thousands of records and cds. Few things rival the pleasure of strolling in there on a lazy Saturday afternoon, flipping through bin after bin of obscure cds and LPs while listening to bands you've never heard of and walking out an hour later with something tasty.
SILVER Logos Books and Records
1117 Pacific Ave, Santa Cruz. 831.427.5100.
BRONZE Metamusic Records
320 Cedar St, Santa Cruz. 831.466.9027.
Soak & Sauna
GOLD Well Within
417 Cedar St, Santa Cruz. 831.458.9355.
Since 1985 Well Within has been providing Santa Cruz with a sanctuary from the grind of everyday life. Its relatively new location, across from the Perg, is a warren of serene Japanese-inspired indoor/outdoor spaces, some with tubs alone, some with tubs and saunas. Detox in the warm waters and the cleansing dry heat of the sauna or sign up for a fragrant and soothing massage or facial--whatever you choose, you'll leave feeling like a better human.
SILVER Tea House
112 Elm St, Santa Cruz. 831.426.9700.
BRONZE Kiva Retreat House
702 Water St, Santa Cruz. 831.429.1142.
Sporting Goods
GOLD Big 5
1600 41st Ave, Capitola. 831.464.3822.
SILVER Jerry's Sports
7000 Soquel Ave, Santa Cruz. 831.465.1400.
BRONZE Outdoor World
1440 41st Ave, Capitola. 831.479.1501.
Surf Shop
GOLD O'Neill Surf Shop
1115 41st Ave, Capitola. 831.475.4151.
110 Cooper St, Santa Cruz. 831.469.4377.
400 Beach St, Santa Cruz. 831.459.9230.
It's big, it's in three locations and it's been a Santa Cruz surf staple for nearly 50 years--O'Neill surf shops have become as connected to this area as redwood trees. When Jack O'Neill began manufacturing wetsuits in the early '50s, he had no idea the enterprise would grow into a product empire, but it did. Now we've got some killer surf shops (not to mention protection against freezing our butts off) to thank him for.
SILVER Pacific Wave
1502 Pacific Ave, Santa Cruz. 831.458.9283.
BRONZE Arrow Surf and Sport
2322 Mission St, Santa Cruz. 831.423.8286.
BRONZE Tropical Sun
6894 Soquel Ave, Santa Cruz. 831.476.8266.
Tattoos
GOLD Staircase Tattoo
628 Ocean St, Santa Cruz. 831.425.7644.
It's no secret Santa Cruzans have long had an infatuation with tattoo body art, so this award stands in an exceptionally prestigious light. Staircase founder James McDermott began the shop in 1992 before embarking on a globe trot that took him to Hawaii, Japan and Las Vegas, among other places. Now back in the SC, it's safe to assume the well-traveled McDermott and his crew are among the elite tat artists on the Central Coast.
SILVER FU Tattoo
1355 Capitola Rd, Santa Cruz. 831.464.1669.
BRONZE True Art 1
430 Soquel Ave, Santa Cruz. 831.426.8783.
Toys
GOLD Toys "R" Us
1660 Commercial Way, Santa Cruz. 831.479.4296.
SILVER Kaleidoscope
828 Bay Ave, Capitola. 831.475.0210.
BRONZE Game-A-Lot
835 Front St, Santa Cruz. 831.429.9009.
Veterinarian
GOLD Adobe Animal Hospital
1600 Soquel Dr, Santa Cruz. 831.475.6365.
SILVER VCA Animal Hospital
815 Mission St, Santa Cruz. 831.427.3345.
BRONZE Animal Hospital of Soquel
2651 Soquel Ave, Santa Cruz. 831.475.0432.
Yoga studio
GOLD Village Yoga
1106 Pacific Ave, Santa Cruz. 831.425.9642.
SILVER Yoga Center
428 Front St, Santa Cruz. 831.423.6719.
BRONZE Om Room
300 Natural Bridges Dr, Santa Cruz. 831.429.9642.
