Quick Take
In her weekly roundup of local business, Jessica M. Pasko spotlights local gym owners with big plans for a former Rite Aid, covers the Santa Cruz County Chamber of Commerce's annual gala and runs down names, numbers and dates to know.
Each week, we’ll be 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.
Got ideas? Send them my way to news@lookoutlocal.com with “Business News” in the subject line.
New fitness center planned for former Rite Aid in Midtown
A former pharmacy in Midtown will soon take on a new life as a full-scale fitness facility.
Santa Cruz Power Fitness owners Chris Ellis and Camile Periat have gotten the green light from the city planning commission to turn the old Rite Aid next to Whole Foods Market on Soquel Avenue into a new center that will combine fitness with nutrition, wellness and recovery.
The couple have owned Santa Cruz Power Fitness on Water Street since 2018 and have worked hard to create a welcoming space, transforming a niche gym with an image of being intimidating and non-inclusive into one that now counts roughly 2,000 members. Ellis and Periat have both competed professionally as bodybuilders but say they want their new spot to be something much different than just a larger Power Fitness.
“I’m no longer attached to solely a bodybuilding gym,” said Ellis.
Their goal is to build a state-of-the-art facility that brings in the latest and greatest equipment, includes space for classes and one-on-one training, and offers additional services like sports-specific training and injury recovery. After surveying their own members, they found that many held multiple gym memberships, with each one offering something different. And that was a lightbulb moment for Ellis and Periat, a chance to figure out how to consolidate all of those needs (and time) into one location with ample parking in a central location.
Now, they’re in the process of revamping the 23,000-square-foot former Rite Aid into the vision of the future of local fitness. He hopes to be open by the end of 2024.
“What we’re doing is really special; it’s a very unique concept,” said Ellis, adding that he and Periat traveled all over to check out other fitness facilities for inspiration. “No one is really attacking our county with a whole approach toward fitness, recovery and nutrition.”
Santa Cruz County Chamber of Commerce honors local luminaries
Matthew Wetstein, president of Cabrillo College, was among those honored last week by the Santa Cruz County Chamber of Commerce for contributions to the local economy and community.
The chamber’s 105th annual gala Thursday recognized Wetstein as “person of the year,” for his efforts over the past seven years to champion Cabrillo College, expand offerings and give back to the community.
The other honorees included David Lyng Real Estate as Business of the Year, Allterra Solar as Small Business of the Year and United Way of Santa Cruz County as Organization of the Year. Retiring Santa Cruz Supervisor Bruce McPherson received the Lifetime Achievement Legacy
ICYMI: Feds cancel California commercial salmon season for a second year
All commercial and recreational salmon fishing off the California coast has been canceled for a second year in a row, in a unanimous vote by the Pacific Fishery Management Council. The decision is aimed at protecting the state’s dwindling salmon populations, which have been hard hit by drought, wildfires and water-diversion efforts that have left river flows too warm and too sluggish.
The federal fishery council had weighed offering limited options for the season, but local fishermen said those options were barely viable. For the designated area from Pigeon Point south, one option would have limited fishing vessels to 40 fish each and reduce the season to just 10 designated days in June. The other called for a limit of 30 fish during seven designated days in June. Last week, the council selected the third option: full closure.
Gov. Gavin Newsom has filed for a federal fishery disaster declaration, which would help obtain financial support for those affected by the cancellation. The federal government issued such a declaration for the canceled 2023 season and earlier this year, the U.S. Department of Commerce allocated more than $20.6 million in disaster funding.
In January, Newsom introduced a new strategy for protecting and restoring the state’s salmon populations. Among other actions, it calls for tearing down dams and improving passages for migrating salmon, restoring flows in key waterways and modernizing hatcheries to raise fish.
Ch-ch-changes: Openings, closings and other developments
- Lume Six gets more national recognition: The sports bra line created by Aptos-based mountain biker Margaux Elliott was recently selected as one of Runner’s World magazine’s top sports bras. Travel + Leisure picked the company’s high-impact bra as the best high-impact sports bra of the year.
- Vintage bridal and party wear shop opening in Wrigley Building: Playdate Vintage Party Dress will open its doors later this week with a sale Thursday and Friday from 1- 5 p.m., with regular shop hours commencing Thursday, May 2, and a grand opening on Friday, May 3. It’s located in Suite 223A of the Wrigley Building at 2801 Mission St. on the Westside of Santa Cruz.
Got hires, promotions, or departures to report? Send them to news@lookoutlocal.com with the subject line “Career changes.”
Save the date
- Thursday, April 25: The Pajaro Valley Chamber of Commerce will host an agricultural expo and job fair from 4 to 7 p.m. at the Santa Cruz County Fairgrounds. Details here.
- Tuesday, April 30: The City of Santa Cruz business development team and the Small Business Development Center will host office hours for small business owners from 1 to 3 p.m. at Abbott Square to provide information on funding, permitting and other resources. Free to attend, but registration is recommended.
- Friday, May 3: The 2024 Santa Cruz County Small Business Summit will bring together more than 200 local entrepreneurs and small business owners for a day of networking, presentations and educational sessions. The event will be held at Cabrillo College’s Samper Recital Hall. More details and registration here.
- Friday, May 3: The Monterey Bay Economic Partnership will host its 2024 Regional Economic Outlook from 8 a.m. to 1 p.m., bringing together a slate of speakers to discuss the economic landscape for Monterey, Santa Cruz and San Benito counties, including Santa Cruz County Administrative Officer Carlos Palacios. The event will be held at the Embassy Suites in Monterey. Register here.
- Friday, May 10: The Scotts Valley Chamber of Commerce will host its annual awards reception at Roaring Camp Railroads’ Bret Harte Hall from 5 to 10 p.m. More info here.
- Thursday, May 16: The Santa Cruz County Chamber of Commerce hosts a ribbon-cutting for the Santa Cruz Community Credit Union’s new branch at 55 River St. in Santa Cruz, from 5 to 7 p.m. 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
- Keeley’s cannabis pause falls flat with Santa Cruz City Council, business community (Lookout)
- Bocci’s Cellar is for sale: Santa Cruz’s “oldest restaurant” listed for $1.199 million (Lookout)
- A California retail task force uncovered a $300,000 Lego heist (Quartz)
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