SANTA CRUZ RECORD

1 Inside this IssueCruz Views ..2 Slingshot to Success ..3 New Business Filings ..4 Real Estate Sales ..5 Distressed Real Estate ..7 Public Notice / Legal Notices ..8 Business & Liquor License Sales ..19 Tracking the Numbers ..19 SANTA CRUZ RECORDJANUARY 23, 2018 VOL. 47, #14 LOCAL BUSINESS STARTS HERE ProductionsStellaria Entertainment & Production welcomes its newest business venture to the family; Stellaria Travel! This three-part business is SANTA Cruz s premiere ae-rial theatre and live entertainment com-pany specializing in all things performance for the luxury tour-ism industry both domestic and Entertainment & Pro-duction creates lavishly original aerial musical theatre shows, as well as hosts expert aerial entertainers for hire, while Stellaria Travel handles family and group luxury travel aboard cruises and to destinations with cutting edge en-tertainment, or even featuring Stellaria s own Bent, SANTA Cruz native who comes from a long lineage of locals, is the mastermind behind the Stellaria Com-pany.

2 About 10 years ago she discovered aerial acrobatics while working as a cho-reographer for a resort in Cancun, and her life has never been the same years ago she opened the only aerial studio in SANTA Cruz (then called Aerial Arts SANTA Cruz), which made the aerial entertainment market locally. After selling the studio to focus on Stellaria, she has come to realize that she s once again creating a market to do business in, this time is a true entrepre-neur and could not be more grateful to SANTA Cruz as a community for its support and encouragement with her busi-ness endeavors. Where else in the world could she get away with writing scripts for the stage involv-ing people flying around in the air, and then sending those people and/or audi-ence members abroad to experience the same?Drop Stellaria a line at or by calling , especially if you re interested in aerial entertainment or traveling for those SANTA Cruz RECORD january 23, 20181.

3 Cat Johnson: What s the vision for SANTA Cruz Works?Matthew Swinnerton: SANTA Cruz Works showcases what a great place SANTA Cruz is to start and build a tech business. We have enough talent right here in town that we can sustain large tech companies like Looker and Amazon and still have enough talent for all the smaller culture of SANTA Cruz fosters innova-tion. We live in such a beautiful place and the work-life balance works here. It s not that everybody is out there surfing everyday, but there s an appreciation of being able to do that. We understand the importance of being with your friends and family. We can go surf-ing, we can go to the things are inspiring and they attract creative, interesting, innovative people. If we look at the sports tech in town, we have NHS, SANTA Cruz Bikes, West Marine we have a lot of outdoor How does SANTA Cruz Works support the local tech ecosystem?

4 We showcase what tech companies are do-ing, on a weekly basis. We have a newsletter, we have social media, we have professional-ly-written content. We also provide a place for companies to get together. We have mem-ber-only breakfasts that create a space where people meet their next employer, employee, Cruz ViewsHow SANTA Cruz Works Supports Local Tech Companies: a Q&A with Matthew SwinnertonSanta Cruz Works is a core part of the SANTA Cruz tech ecosys-tem. Through its accelerator, mem-bers-only events and content, edu-cational programming, networking events and more, the organization spotlights and strengthens the SANTA Cruz tech spoke with programs director Mat-thew Swinnerton about SANTA Cruz s innovative culture and how SANTA Cruz Works supports local tech busi-nesses of all Johnson is a writer and content strategist focused on coworking, community and the future of work.

5 She blogs about coworking at Find her on Twitter at @catjohnsoncollaborator or partner. That happens at ev-ery event. We connect people. If somebody is looking for a new partner with a specific skill set, we try to make those connections and in-troductions. That s the networking side. We have an ed-ucational element that includes discussions and training around social media, crowd-funding, marketing, using LinkedIn. Those happen once a month and they re open to the public. We also have larger events, like the upcoming Titans of Tech, every try to showcase everything happening in tech in SANTA Cruz and we re supportive of any organization working on tech in SANTA Cruz, including the New Tech Meetup and SANTA Cruz Tech Beat. 3. You have an established reputation as the events guy in SANTA Cruz. What role do events play for SANTA Cruz Works moving forward?

6 My main focus in SANTA Cruz Works is to conceptualize, plan and logistically pull off the events, as well as doing social media and marketing. I m really looking forward to all of our 2018 events. We ve found out what works, what people need, and what resonates with the tech community. We have some events later this year that people will be really ex-cited Can you give me a sneak peek?I ll just tell you that it s some bigger names. We want to attract, not just people from SANTA Cruz, but people from over the hill in San Jose and San Francisco to see what we re SANTA Cruz Works members include large, well-established companies, new startups and everything in-between. How does having this variety help both new companies and the giants of SANTA Cruz tech? The larger companies, like Plantronics and Amazon and Looker, can give back to the community, and we help promote the jobs they have available.

7 For new or small compa-nies, we have a couple of ways to help: First, we have an accelerator with a full curriculum and mentorship. Second, if you re a member of SANTA Cruz Works, you get to go to these member-only events and be with the large companies and these mentors who have a wealth of experience. And they love talking about tech; this is their world. There s also the mid-size section that in-cludes companies such Buoy, YaDoggie, One-wheel, Inboard. They re going through the same trajectory and the same experience. This gives them a chance to bond and collaborate with one another. SANTA Cruz Works provides a place for all these companies to come to-gether. We also make connections between companies and funders, such as Angels by the Sea and Central Coast Thanks, Matthew. Anything you d like to add?Tech in SANTA Cruz has completely changed in the last seven years.

8 We ve had legacy companies like Borland, then after the dotcom there wasn t a lot going on here. We did TechRaising seven years ago and it was like pulling teeth to try to find engineers and tech people. We sold out and had a great event, but it wasn t like what it is now. Now is the time for tech in SANTA Cruz. More information: 23, 2018 SANTA Cruz RECORD 3 Starting a New Business Requires Mark eting Strate gy, Not Just Newspaper Ads & ketin | (831) 8 24-4 135 Call U s For Your FREE Consu ltStop! Don t Spend Any More On Marketing Until You Read TO SUcceSSby Bryce RootOn a regular basis, we listen as new business owners share how they ran a couple of print or radio ads to help generate foot traffic and tell the world they ve opened their doors. The story usually ends with the fact that they weren t able to determine whether these marketing strategies worked or not, but they do know that they spent too much of their marketing budget.

9 In today s article, we want to provide you steps to ensure that you are properly approaching your market-ing strategy before your extra time and budget are intend to give you the bottom line on best practices and when it comes to getting your name out there, we offer ten essential steps for you to follow. Keep in mind that we are making the as-sumption that you have already conducted a de-cent amount of market research, as well as brand development. With that said, here we go:1. What are the business goals and milestones that you want to reach?2. In many cases, sales and foot traffic are top choices, so you will need to determine your core product(s) and/or services(s).3. Who is your target audience for these prod-ucts and services? (Please refer to our column in the January 9th SANTA Cruz RECORD .)4. Write down all of the places, activities, hob-bies, likes, dislikes and the overall day-to-day lifestyle that would be part of a typical week for your target Create a realistic marketing budget, don t worry, a lot can be done with close to Figure out which marketing vehicles will help you reach your target audience during a given week, events, strategic partnerships, adver-tising, PR, Form a marketing plan that outlines the specific marketing vehicles you will us, which months you ll use them and how much they will Investigate each of these strategies and price them out to ensure your estimated costs are For each marketing vehicle.

10 Create an action plan where you drill down into the details of what needs to happen to make them work effi-ciently and Always build a tracking component into your marketing to determine what s working and what isn realize this involves some work, but your efforts will certainly pay off. You may very well determine that your marketing can reach your target audience with very little money, which could be contradictory to the cold calls you re-ceive on a regular basis. One of our top tips is to make sure you re always tracking your marketing, be sure your employees are doing this for each and every customer. If you need assistance developing your own marketing program, we would enjoy the opportunity to simplify this process for you, provide an objective perspective and help make great things happen for your business. nThe Root Group specializes in providing the Complete Marketing Package for local busi-nesses, ranging from retail stores and tourism destinations to residential services and local eateries.