Local businesses such as “Uncle Funky’s Productions,” “Santa Cruz Critter Sitter”, and “Wenikas Wonders” gave public notice last week of their intent to start new ventures, roll up their collective sleeves, and begin pulling the country out of its economic quagmire.

They were joined by “Robin Hood Accounting Services” (apparently unconcerned with the motto and reputation of its namesake), “Bee Humble Apiaries (Christian honey?) and “Amerioca Records.” (perhaps part of the American-Tapioca music movement).

The exotic sounding “Fleur de Lis” is also now open for business; I assume it is not related to the business of the same name at the heart of L.A Confidential. One new business is called “Justice #176". (TV cop show? or legal defense project?) Some creative designer has applied his or her talents by taking the name “A Chorus of Jays Designs.” Sounds both poetic and raucous.

Of course, the tried and true functional name method should not be overlooked: “Capitola Boat & Bait”, “Santa Cruz Boat Rentals” and “All Signs” all are starting up. I have a good idea of what those business are selling. The only new business indicating a possible concession to grim economic times was the less optimistic sounding “Longshot Productions”. The name could reflect either pragmatic realism or questionable taste in music, or perhaps both.

The notices in question are “Fictitious Business Name Statements” published in local newspapers. By law, all new businesses must file and publish a “Fictitious Business Name Statement” when the business is to be operated under a name other than the true name of owner. Any business name other than the owner’s true name is “fictitious” and is required to be registered as a fiction, along with the true name of the person behind it, with local County government.

The law carries the somewhat quaint requirement that notice of the fictitious business name be published in a newspaper (paper with ink) for at least four consecutive weeks in order to inform the community of the true identity of the person doing business. The law does not yet allow the publishing of the notice on-line; it is an old law.

Alas, nothing in the law requires the owner to describe the type of new business nor the reason for the choice of business name. We are therefore left to speculate, should we be so inclined.

It is not likely that most people would ever read these notices, unless you happen to have been, like myself, thumbing through a Good Times over a glass of wine while awaiting your dinner date.

In this case, my wife was late and I had made it all the way to the back of the paper, where, sandwiched somewhere between “craniosacral therapy” and the weekly astrology, I discovered a virtual cornucopia of economic optimism: numerous published notices by fellow citizens starting up new businesses.

It struck me as a small pearl of hope gleaming through the economic gloom.

Still, even in good economic times the survival rate of new businesses is very low, and one must applaud the gumption of those plucky enough to venture forth in the storm. I wish all of these new captains of industry, our neighbors, the best of luck.