For local, design-savvy getaways, San Franciscans usually look north to Napa and Sonoma. But 90 minutes south of the city, Santa Cruz has been quietly redefining a style once dictated by a scruffy mix of surfers, students and free-spirits. Today, the laid-back beach town exudes a creative new energy as exemplified by the following hip spots.
SHOP
Tucked away on a downtown side street, this eclectic shop stocks a meticulous selection of fashionable clothing, gifts, stationery, and accessories. Just a few doors down, a tack-sharp men’s shop sports a rugged general store meets haberdashery vibe. There’s also a great collection of vintage goods thanks to the owners’ tight relationships with local dealers. Don’t miss their upcoming Christmas pop-up in the south county town of Aptos. 107 Walnut Ave., 117 Walnut Ave.
You'll head to Sawyer to outfit your modern surf safari down the California coast. The smart shop celebrates surf culture and Santa Cruz’s inspiring sea-meets-forest landscape with hip graphic tees, contemporary outdoor apparel and camping gear, and luscious hand-shaped paipos (wooden Hawaiian belly boards) that could function as objets d’art. 402 Ingalls St.
Australian designer Vanessa Ambrose settled in Santa Cruz before opening three impeccably curated boutiques with a sophisticated, boho feel. Her keen sense of style translates to exquisite home goods, jewelry, and women’s apparel—much of it handmade and by independent designers. With a touch of Denmark, Japan, and Brooklyn, it manages to be perfectly at home in this breezy seaside town. 402 Ingalls St., #5, #7, #15
This expansive, modern nursery is a refuge of succulents, air plants, and pottery. Artful arrangements call to mind the vivid seascape of nearby Monterey Bay. Drop by for a class or ask one of the staff to help you shape your own terrarium at the dedicated workstation. You’ll likely rub shoulders with proprietors of the other spots listed here, all of whom frequent the shop. 420 Water St.
DRINK
The town’s popular third wave roaster boasts strong brew, competent baristas, and a counter full of confections from local bakeries. If you take it sweet, try their Bowl-of-Soul: tea steeped in soy milk and honey and topped with a soy froth. Bask in the flagship downtown space or hit the outpost in the surf-centric Pleasure Point. 1540 Pacific Ave.
With a strong background in craft beer and organic food product development, Sean Venus will soon become a regular name in Bay Area cocktail bars. The former Gordon Biersch brewer is producing small batches of organic spirits in his shipshape Westside distillery. The first batch of gin is addictively floral, an unaged blue agave spirit (can’t say tequila outside Tequila) drinks smooth and elegant, and an oaky single-malt whiskey is due in December. With packaging from SF’s Chen Design and a forthcoming tasting room by Stripe, the brand is easy on the eyes too. Find bottles at most Santa Cruz restaurants and its better liquor stores. 427 A Swift St.
Beer Thirty Bottle Shop + Pour House
Santa Cruz is probably the most-underrated beer destination in California. Over the past two years, the area has boomed with breweries and tap houses serving high-caliber brew minus the scrum of popular SF beer locales. For a proper introduction, head to Beer Thirty with a namesake number of rotating taps that allow for the most extensive sampler in town. Enjoy ‘em in the smart-looking interior or out on the dog and kid-friendly beer garden strung with lights. 2504 S Main St., Soquel
Some of Santa Cruz's best beer can be found at this brewery and rustic-chic tasting room in Capitola. Their richly-fragrant 831 IPA should end all discussion and the barrel-aged Saisons sip with all the structure and complexity of your favorite vino. Don’t pass up the Verve-infused porter with the deep aroma of freshly-ground coffee. 103 Kennedy Dr., Capitola
A collective of wineries in walkable proximity means you can ditch the car -- and single lane Santa Cruz mountain roads -- and stroll 10 tasting rooms pouring the region's famed pinot noir. Swing by Santa Cruz Mountain Vineyard for unique Spanish varietals and a noteworthy brandy. Swift St. & Ingalls St.
Also: check out Discretion, an organic brewery and airy pub that pairs high-end comfort food with award-winning beers, and Lúpulo, a sleek downtown alehouse with 16 taps and beer-friendly Spanish and Mexican influenced small plates.
EAT
While you were in line at Tartine, you’ve been missing out on exceptional bakeries like Companion Bakeshop. Their hearty loaves—most with sourdough starter—gained a local following from CSAs and farmer’s markets before a permanent location was established on the happening Westside. Come early for the morning line-up of pastries including buttery ham & gruyère croissants, rich tea cakes, and a proper pour of Blue Bottle Coffee. 2341 Mission St.
This popular-from-day-one institution produces one of California’s only ice creams made completely from scratch. True-tasting flavors like a Honey Fig Ricotta and Blackberry Sorbet change with the season and feature the region's food producers. There’s three locations, but we love the stylish bolt-hole in Pleasure Point, a neighborhood with a SoCal surf town vibe. 820 41st Ave.
Newish Midtown Cafe is a low-key daytime spot with an comfortable recycled wood interior and abbreviated menu of breakfast dishes, salads, and sandwiches. Quality ingredients go a long way in dishes like Egg with Polenta, Kale & Chimichurri, or French Toast with fresh berries and whipped cream. Companion baked goods, a couple local beers on tap, and a pleasant backyard patio add to the charm. 1121 Soquel Ave.
Co-owner Kendra Baker was the pastry chef at Manresa before she nabbed Carlo Espinas from the Comstock Saloon and opened up this much-needed downtown restaurant. The open dining room—with clean lines contrasted by dramatic antler chandeliers—opens up onto busy Pacific Street. Start with a killer cheese & charcuterie plate from the snacks menu before moving on to a seasonal salad and one of the better burgers in town. 1108 Pacific Ave.
Chez Panisse alum fires up delicious Neapolitan pizza with a bubbled crust and a nice char. Salads and starters—like the Little Gems Caesar and better than it sounds Pig’s Head Fritters—shouldn't be missed. The handsome, open space flaunts colorful recycled wood, vintage lamps, and old-school reggae grooving overhead. 1010 Fair Ave Suite J
This hip izakaya and sushi joint exhibits a Japanese cowboy —get it? —theme. Nurse a Nikka Yoichi whisky in the retro cocktail lounge before sitting down to a dinner of decidedly California style yakitori, poke and sushi. 8017 Soquel Dr., Aptos
Also: swing by downtown's Oswald, a city-savvy restaurant with a great bar and localized version of California cuisine.
STAY
The Paradox is a surprisingly chic boutique hotel with a playful, forest-themed interior. SF’s Orlando Diaz-Azcuy Design drew inspiration from redwood trees dotted about the property for features like a front desk made from a giant felled tree, a ceiling photo mural of a tree-branch cluttered sky and resin squirrels scampering about. Don't miss the sunny pool deck with private cabanas and food + cocktail service. 611 Ocean St.