Article and Photos by Tad Stearn
A Family Affair
In 1974 John and Ann Santee purchased a few acres of property at the corner of Highway 1 and Highway 9/River Street in Santa Cruz with a vision of starting a building material and landscape supply business.
The property — along the San Lorenzo River at the former site of the Henry Cowell Lime & Cement operation located between Highway 1 and the Salz Tannery — was in a prime location at the crossroads of two major roadways. A WWII veteran, John made the purchase using whatever resources he had, including his son Rusty’s college savings (don’t worry, that turned out okay). After some initial planning and site improvements, that investment began a 50-year run for Central Home Supply that’s still going strong today.
Fifty years ago, things were a little different in Santa Cruz County. The population was just over 158,000 (compared to 262,000 today), the median home price was about $45,000 (it’s somewhere between astronomical and ludicrous today) and “Jaws” was about to hit the big screen as the first “blockbuster” summer movie in 1975. Nearby Scotts Valley had been an incorporated city for less than a decade. Landscaping trends were also starting to move away from the manicured lawns of the 50’s and 60’s to more natural and organic choices such as edibles, native species, and integrating indoor and outdoor living spaces.
Central Home Supply didn’t have a fleet of company trucks and forklifts back then. Rock and gravel, stone, masonry and other building and landscape materials were all loaded by hand into customer vehicles bound for construction sites all over the county.
Over time John Santee transferred the business to his sons Rusty and Rick. The brothers successfully ran and grew the business for several years, adapting to new design trends, materials, technology and securing the lease on a second location Scotts Valley in 2018 (more on that later). Rick Santee unfortunately passed away in late 2019, and Rusty remains the company CEO. Now Rusty’s son Reed Santee — a third-generation owner and the company’s President — is handling the day to day business operations with his team.
Customer Service is the Key
According to Reed, the secret to Central Home Supply’s longevity is a consistent business model, the dedication of long-term employees and a friendly approach to customer service.
Oscar Canada and owner Reed Santee
Some employees — such as COO J.R. Perez and CFO Jamie Pennington — have been with the company 30+ years. Central Home Supply now has 22 employees, servicing customers with 11 trucks of all sizes, forklifts and other specialized equipment for moving big stuff. Regarding those trucks, Reed notes that it’s important to know the local roads and to send the right sized vehicle to a delivery, particularly for job sites accessed by the narrow winding roads and driveways deep in the Santa Cruz Mountains. “Some of our drivers have been with us so long they know every road. They’re the local mountain goats.”
The business values individual customers just as much as commercial contractors. “Whether you’re a commercial contractor with a large order, or a homeowner who just needs a scoop of mulch or a few pavers for the backyard, people get personalized help. Bring the kids, bring the dog. Take a look around and imagine a new patio or barbecue.” Reed’s team is also happy to help with free estimates or contractor referrals. That attitude and local orientation is in the DNA of the business, handed down through these three generations.
A Bumpy Road to Scotts Valley
As with any business venture, the road to success can hit some speed bumps. There had been talk for years about City of Santa Cruz and Caltrans’ plans to widen and improve the intersection at Highway 1 and River Street.
Carlos Padilla sits next to owner Reed Santee
The project would require part of the Santee’s property, although the exact amount of property and the direct impact to Central Home Supply seemed to be a moving target as the design and timeline advanced. In the end — after years of sometimes contentious negotiation and a five-year legal battle — the city exercised its powers of eminent domain on portions of the property and the Santees reluctantly sold their remaining parcels to the city in 2022.
According to Reed, “a lot of people don’t realize that we were basically forced out of that location. We never wanted to move.”
Fortunately, maybe intuitively, Reed’s uncle Rick leased the property at 180 El Pueblo Road in Scotts Valley in 2018 for a second location, showroom and new display courtyards. The original plan was to maintain headquarters on River Street, and have the Scotts Valley location serve customers in north Santa Cruz County and beyond. But in the wake of the property sale to the City of Santa Cruz in 2022, the company completely relocated the operation and Scotts Valley became the new home and headquarters of Central Home Supply.
Supplying the Stuff that Makes Great Projects
Central Home Supply’s yard and showroom is a beehive of activity on any given day, especially during the spring and summer as contractors and property owners get busy with their projects.
From hardscape and landscape materials to construction supplies and outdoor living accessories, individual homeowners and commercial contractors are busy selecting and ordering a wide range of stone, pavers, rock, gravel, masonry, concrete products, erosion control equipment, soil, mulch and the tools and hardware needed for projects large and small. In all, they offer more than 2,500 products including 100 types of natural stone. And if you don’t see exactly what you want, they can custom order.
One of the most popular products in Central Home Supply’s inventory is Techo Bloc landscaping products. These sleek pavers and slabs mimic natural materials and textures and are used for patios, walkways, retaining walls, driveways, garden beds, and other landscape features to provide a unique, artistic finish to match any décor and hardscape design.
The trend of minimizing water use while optimizing outdoor living spaces continues today. The materials and accessories available at Central Home Supply are taking those designs to a whole new level with the inclusion of built in barbecues, fire pits, outdoor kitchens and dining areas.
Fire protection and prevention is also on the minds of homeowners and designers, more so since the CZU Lightning Complex fires in 2020 and particularly in the County’s wooded areas such as Scotts Valley. Central Home Supply is now working to promote “fire wise” elements in landscape design with a wider range of fire resistant materials, and even hosting educational and training events to show property owners how to better safeguard their property and comply with insurance requirements.
Savannah and Liliana
A Fourth Generation?
Reed Santee plans to be at the helm of Central Home Supply for some time to come. But if he ever wants to trade in his boots for golf shoes, his daughters Liliana, 8 and Savannah, 5 might just be ready to step into those boots.
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Central Home Supply is located at 180 El Pueblo Road, Scotts Valley, 95006 (behind Scarborough Lumber). Contact: (831) 440-0763 | [email protected]
Open Monday-Friday, 6:30 a.m. to 4:30 p.m. and Saturday 8 a.m. to 2 p.m.
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