What began as a simple flower farming venture for the 21 and 23 year old has blossomed into an extraordinary destination, boasting a 20,000 gallon tropical rainforest exhibit, exotic birds, and elaborate garden installations in Santa Cruz, California. Phelipé Rocha and Jonathan Hildebrand left their traditional jobs in January 2024 to pursue what they initially envisioned as a straightforward agricultural business.
The duo’s journey started with market observations one random Sunday morning, when they analyzed the American floral industry and identified the gap in domestic flower production. Despite the United States’ substantial annual spending on florals, much of the supply comes from international sources, creating an opportunity for local growers.
Starting with a modest three-acre plot in February 2024, the young entrepreneurs quickly discovered the challenges facing small-scale flower farmers. Within six months, they had planted over 120 varieties, tested farmers markets, and made initial sales, but struggled to generate sustainable full-time income from traditional flower farming alone. Some might say they needed to give it more time, that most flower farms take at least 3-5 years to become established but they were on a mission to prove otherwise.
By fall 2024, Rocha and Hildebrand decided to reimagine their business model entirely. Despite skepticism from potential supporters who questioned their youth and ambitious vision, the pair’s innovative concepts that would distinguish their farm from conventional operations quickly garnered attention amongst investors. Their persistence paid off when investors recognized the potential in their proof of concept.
Between December 2024 and May 2025, Warlock Gardens underwent a remarkable $430,000 evolution. Although construction is only expected to be completed this winter season, the farm is temporarily open for a 6 week Showcase & U-Pick where guests can engage with all the farm has built so far and pick their own novelty flowers. Working tirelessly 7 days a week for 16-18 hours daily, there was no room for breaks or error. The founders personally oversaw construction of eight-foot lattice fences, a 16 foot tall pergola, the rainforest exhibit, leveling the property, the installation of more than 30 stone statues and fountains, and over 180 trees throughout the property.
Warlock Gardens now showcases amenities rarely found at agricultural venues and outdoor wedding venues, including a koi pond, an outdoor full bar with a 300-gallon reef tank, intricate gardens, and thousands of plants representing hundreds of rare and sought-after varieties. Arguably the centerpiece of the transformation is the Central Coast’s first rainforest exhibit, housing one of the world’s only captive pairs of Keel-billed Toucans, which will participate in conservation efforts as they mature.
Visitors to the Santa Cruz flower farm and event space encounter an astonishing lineup of animals including Toucans, the Attwater’s Grouse, macaws, wood ducks, chickens, free-range trained finches and crowned pigeons creating an atmosphere reminiscent of a storybook setting. Currently under construction is a barn designed to house miniature Highland cattle for guest interactions.
The venue now operates as a multifaceted destination offering u-pick flower experiences, gallery showcases, seasonal celebrations, workshops, and soon, weddings. Comfortable lounges positioned throughout the grounds encourage extended visits, allowing guests to fully experience the unique environment.
Looking ahead, the founders plan significant expansions for the winter season, including thousands more plants, swans, a flamingo exhibit, more tropical installations, and a dedicated space for dahlia breeding programs aimed at advancing innovation.
The transformation of Warlock Gardens from a simple flower farm to an immersive garden experience is a seamless example of how virtually anything is possible with creative thinking and determination, overcoming traditional industry limitations and normalities. The convergence of agricultural production with experiential entertainment created by the young entrepreneurs has created a sustainable business model that addresses the challenges facing small-scale flower farming while offering visitors an unprecedented garden experience in the Central Coast region.