Quick Take

In her weekly look at local business, Jessica M. Pasko reports on Scotts Valley pioneer Zero Motorcycles moving its HQ to the Netherlands and why the owner of Live Oak landmark Windmill Cafe is moving on, plus numbers, names and events to know.

Each week, we’re taking a closer look at the movers and shakers, the growth of industries and what’s really driving the Santa Cruz County economy. I’ll be spotlighting some of the biggest areas for opportunity, updates on local development and all things underpinning the regional business scene each Wednesday. The column will pause next Wednesday, Oct. 15, returning Oct. 22..

Got ideas? Send them my way to news@lookoutlocal.com with “Business News” in the subject line.

Scotts Valley’s electric motorcycle pioneer, Zero Motorcycles, moving headquarters overseas

One of Zero Motorcycles' bikes in action off-road
Credit: Zero Motorcycles

Scotts Valley-based electric motorcycle manufacturer Zero Motorcycles will relocate its headquarters to the Netherlands to take advantage of the growing European market, but will keep some operations local, the company announced.

Zero Motorcycles already has an office in Alkmaar, where its European team has been operating for quite some time. Moving the headquarters there will bring the company’s teams together into one central hub in what’s become Zero’s fastest-growing electric vehicle market. 

Engineering and research and development departments will remain in Scotts Valley, the company said in a statement, but other departments, including marketing and sales, will be transitioned to the Netherlands in the coming months. New people will be hired for those positions in Europe.

“Zero is keeping a strong core team in the United States to continue supporting research and development in Scotts Valley, as well as the extensive dealership network, customer service and technical support to continue driving growth in the U.S.,” said Bryan Campbell, a spokesperson for the company.

Campbell declined to say how many employees in Scotts Valley will be affected by the changes. The company currently has about 160 employees in the area, some who work remotely. 

Zero, founded in 2006 by former NASA engineer Neal Saiki, is largely credited with leading the electric motorcycle market in the past two decades, gaining a strong following for its lightweight, powerful bikes. 

The move to Europe comes as the market there for electric vehicles continues to increase and the U.S. market declines amid factors like waning federal support for EV incentives and concerns about charging infrastructure. An article in TechCrunch about Zero’s $120 million funding raise last year noted that the market for electric motorcycles specifically has struggled, including Harley Davidson’s electric motorcycle spinoff, LiveWire. At the company’s annual shareholder meeting earlier this year, executives cited slow rollout of electric charges had contributed to slow revenues.

The market for electric motorcycles in Europe, however, is on the rise, driven in part by government support for electric mobility and more stringent vehicle emissions standards. In a statement about Zero’s move, CEO Sam Paschel said that Europe is setting the pace for EV adoption and “moving key headquarters functions into the Netherlands allows us to respond faster to customer needs and strengthen our global operations.”

Longtime Live Oak institution Windmill Cafe goes on the market 

Mary Apra has owned Windmill Cafe for 16 years.
Mary Apra has owned the Windmill Cafe for 16 years. Credit: Kevin Painchaud / Lookout Santa Cruz

After nearly two decades of doing everything from baking to shopping to serving customers, Windmill Cafe owner Mary Apra is putting the Live Oak business up for sale.

In the cozy windmill-shaped building that once housed a flower bulb shop, Apra has built a devoted following for her homemade baked goods, jams made from fruit grown in her garden and her full menu of breakfast and lunch dishes. She has enjoyed having tourists who returned each year, in addition to all of her local regulars, and she says her customers will definitely be what she misses most about the Windmill. 

Apra, who opened the business in 2009, had hoped to postpone retirement for a few more years, but planned development on the property surrounding the restaurant has accelerated her timeline. That includes two three-story residential units next to the historic building the restaurant operates in. For Apra, who also lives on site, the prospect of staying on during the development didn’t seem feasible. 

Apra hopes a new owner can continue her vision, while she plans to move out of the area and spend more time gardening, traveling and visiting her family. The business’ $139,000 price tag includes all furnishings and a fully equipped commercial kitchen; rent for the building would be separate. Read my full story here.

ICYMI: From East Cliff to Eagles: Coffee Conspiracy serves backstage for big-name acts like Billie Eilish, Metallica

A crew member for Green Day filmed Eddie Alaniz for behind-the-scenes footage for the band’s SAP Center concert in 2023. Credit: Shawn Hatjes / Coffee Conspiracy

Local coffee iconoclast Eddie Alaniz started out selling coffee from a cart in Pleasure Point during the pandemic. Now he’s built Coffee Conspiracy Co. into a brick-and-mortar location in the Capitola Mall, as well as serving some of the biggest names in music. 

Alaniz has grown a relationship with entertainment conglomerate Live Nation that’s given him the chance to bring his coffee cart to more than a dozen major concerts around the Bay Area, serving the artists backstage. That includes stars like Metallica, Billie Eilish and Kendrick Lamar. Read Lily Belli’s story here.

Ch-ch-changes

  • New secondhand shop focused on outdoor gear opens: A new consignment and thrift store selling outdoor gear has opened in the former Bohemian Boutique at 1306 Pacific Ave. in Santa Cruz. Santa Cruz Gear Exchange buys, sells and offers trades for outdoor clothing and equipment. Current hours are Wednesdays through Sundays, 10 a.m. to 6 p.m.
Switch Bakery will continue serving at two farmers markets in Santa Cruz and one in Carmel after the café opens later this year. Credit: Kevin Painchaud / Lookout Santa Cruz
  • Gluten-free bakery to take over former Café Limelight space: A new gluten-free bakery is coming to downtown Santa Cruz later this year. Amanda Frazier and Joshua Bradley started their gluten-free baking business, Switch Bakery, after an inflammatory illness changed Bradley’s eating habits significantly. In the past three years, they’ve steadily built up a following through their booth at local farmers markets and their subscription-based bread club. The couple’s new cafe will be located in the former Café Limelight on Cedar Street. Read more from Lily Belli.
  • Verve Coffee employees vote to unionize: Employees at three Verve Coffee Roasters locations, including two in Santa Cruz, have officially voted to unionize. Unionization efforts began earlier this year, with employees citing low wages, inconsistent hours and a desire for more workplace input. Last week, workers at the Fair Avenue and Pacific Avenue stores in Santa Cruz, and the Market Street cafe in San Francisco, voted to unionize. The results of the vote now go to the National Labor Relations Board for official certification, before bargaining can begin.
  • Starbucks union wins severance for employees at some shuttered locations: Following the announced closure of hundreds of Starbucks locations, the union that represents some of the chain’s employees said they’ve secured critical wins for baristas affected by the closing. Baristas who are union members will get severance even if they turn down a transfer offer, and they will have two days to accept a transfer offer. Additionally, their health benefits will continue through the end of the year, according to Starbucks Workers United. Last month, two Santa Cruz County stores closed as part of the company’s restructuring efforts, including the store at Ocean and Water streets in Santa Cruz, which was unionized. Meanwhile, union employees around the country, including in Santa Cruz County, say they are still working to negotiate a new contract.
  • Late-night cookie company coming to downtown Santa Cruz: A national cookie chain specializing in late-night deliveries is slated to move into 1010 Pacific Ave., next to Mariposa Coffee Bar and Terra Superfoods. Started by a college student at the University of Pennsylvania in 2003, Insomnia Cookies now has more than 350 stores, many near university campuses. The company did not respond to requests about when the new store will open, but city officials have confirmed it’s coming soon.
  • Local banking executive selected for national board: Jon Sisk, executive vice president and chief banking officer of West Coast Community Bank, will serve as chair of the American Bankers Association’s Community Bankers Council for the coming year. The council is made up of bank presidents and CEOs from around the U.S., who meet twice a year to discuss government relations, banking trends and competitive priorities. Sisk has been with West Coast Community Bank (formerly Santa Cruz Community Bank) since 2013, and was a co-founder of Lighthouse Bank, which merged with Santa Cruz Community Bank in 2019.
  • Hospice of Santa Cruz County now part of Florida-based hospice network: The county’s hospice organization is now part of Chapters Health West, under the umbrella of Florida-headquartered Chapters Health System, the nation’s largest nonprofit hospice network. The Chapters Health West Division also includes Willamette Vital Health in Salem, Oregon, and Nathan Adelson Hospice in Las Vegas; Hospice East Bay in Pleasant Hill, California, will also soon be an affiliate. Since 1978, Hospice Santa Cruz County has provided services to families in Santa Cruz County and parts of northern Monterey County.
  • Sandwich shop owner appointed to Scotts Valley City Council: The Scotts Valley City Council has picked Gregory Wimp, who owns several local Togo’s sandwich shops, to fill the vacancy left by Allan Timms’ resignation last month. Wimp will serve through 2026, when Timms’ term expires.

Got hires, promotions, or departures to report? Send them to news@lookoutlocal.com with the subject line “Career changes.”

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Save the date 

  • Wednesday, Oct. 8: The Santa Cruz Area Chamber of Commerce will host a “women’s business after hours” event at the Walnut Avenue Women’s Center, 303 Walnut Ave. in Santa Cruz, from 5 p.m. to 7 p.m. The event will feature guest speakers, refreshments, live music and a donation drive. Registration is here.
  • Wednesday, Oct. 8: Capitola city officials are hosting a public meeting to discuss early planning efforts around the effort to rezone the Capitola Mall. The city council recently voted to move forward with zoning code updates that would pave the way for redeveloping the properties between Clares Street, 41st Avenue and Capitola Road. The meeting will be held at 6 p.m. at New Brighton Middle School Performing Arts Center, 250 Washburn Ave., Capitola.
  • Saturday, Oct. 11: The Small Business Development Center is hosting a free workshop on startup essentials for businesses from 9:30 a.m. to 12:30 p.m. at Cabrillo College in Aptos, on the lower campus, in room 2100B.  The in-person, interactive workshop will help participants understand how to develop an effective business plan. Registration and more details here.
  • Friday, Oct. 17: Registration is now open for the 2025 State of the Region event, hosted by the Monterey Bay Economic Partnership. The event takes place at the University Center at Cal State Monterey Bay in Seaside from 9 a.m. to 4 p.m. The event focuses on economic opportunities and challenges in Santa Cruz, Monterey and San Benito counties. Among the speakers are Robert Rivas, speaker of the California State Assembly, Assemblymember Lori D. Wilson and former Santa Cruz County Supervisor Zach Friend.
  • Tuesday, Oct. 28: Santa Cruz Works and the UC Santa Cruz Genomics Institute are hosting a “genomics rooftop mixer,” that will bring together local researchers to discuss their work and conduct demonstrations. A subset of molecular biology, genomics focuses on the study of genomes, an organism’s full set of DNA. That includes things like gene mapping and gene sequencing, which can be used to understand diseases and create new treatments. The event will be held from 4 to 7 p.m. on the rooftop of the Anton Pacific apartments, 800 Pacific Ave., Santa Cruz. Register here.
  • Thursday, Oct. 30: The Santa Cruz Area Chamber of Commerce will hold the Women’s Leadership Summit at Mission Springs Conference Center in Scotts Valley from 9 a.m. to 3 p.m. Speakers include state Assemblymember Gail Pellerin, Santa Cruz Regional Transportation Commission Executive Director Sarah Christensen, Capitola Police Chief Sarah Ryan and Judi Oyama, Hall of Fame skateboarder, among others. Tickets are $125 for chamber members and $150 for non-members. More details here.
  • Thursday, Oct. 30: Access2Employment is hosting a job fair at The Grove, formerly known as the Cocoanut Grove, in Santa Cruz from 4 to 6 p.m. Registration is here. Businesses that plan to hire in the coming months are invited to sign up to participate; more details here.

Add your business or networking events to Lookout’s free public calendar, BOLO. Click here to add your event.

Business news worth reading

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Jessica M. Pasko has been writing professionally for almost two decades. She cut her teeth in journalism as a reporter for the Associated Press in her native Albany, New York, where she covered everything...