When Amos Sobol dipped his toe in the hot tub business, he did not know it would stay there for 29 years and counting. Pure Water Spas (3750 Broadway, Eureka) owner Jay Sooter needed some extra hands to put up a gazebo for a hot tub, so he asked recent high school graduate Sobol to help for a day.
“Jay said, ‘Why don’t you show up tomorrow?’ And I just kept showing up.” That bit of day labor in 1997 turned out to be the opportunity of a lifetime.
Luck also lent a hand when Sobol’s mother discovered Humboldt. “Mom found it while pregnant with me. She knew, ‘This is where I want to raise my kids.’” He grew up in McKinleyville but ended up in Eureka during high school for a short time. “I went back to McKinleyville to graduate with the people I grew up with.” Sobol already understood the importance of his community. He attended College of the Redwoods, happy in Humboldt.
Sobol learned all he could about his business, giving credit where credit was due. “Jay was a great teacher by example, through economy downturn, the cannabis boom and crash. Dealing with those hardships.” And learn he did, even as Sooter prepared for retirement and his wife, Margaret, joined the business for a few years. Amos bought Pure Water Spas in 2017, then had to weather his own emergency a few years later. “During the pandemic, we were lucky to be considered essential. People have to be able to clean their spas. Healthcare buys chlorine from us so we had to stay open. It also helped to encourage people to stay at home.” The lessons took them through tough times and Pure Water Spas has just celebrated 40 years in business!
Installing hot tubs here is not all hard work. “I get to see a fun side of Humboldt. Seeing the houses and spreads that people built for themselves. It’s breathtaking.” As is Humboldt itself. “My day-to-day can take me to Willow Creek. I enjoy seeing all its corners.” Working with a great crew is an added bonus. Sobol sings the praises of his employees Kristen, Miles and Bradley, as well as Wasabi the shop cat (purrs are free). Not to mention Bobloblaw the bobtail, who lays claim to laps at home.
Mutual friends introduced Amos to Kristen Porter in 2004. Their friendship held through Kristen’s return to the Bay Area where she grew up. But she could not resist the call of Humboldt. When she came back in 2012, “We had a space and she had skills.” There was space in his life, too. “She began working with us and one thing led to another,” Sobol says.
When it comes to community service, Sooter made sure to keep it Humboldt, and Kristen keeps it on track. “Jay was always good about donating. We’ve been making it streamlined. We liked 1 percent for the Planet (businesses donate 1 percent of sales), but we wanted it to be local,” she says. “Every year we set a firm number we need to reach. We donate to 35 different community organizations. The end of year breast cancer fund drive is our single largest donation annually.”
For the past 20 years, the Perilous Plunge, Redwood Discovery Museum’s annual fundraiser, has inspired community members to jump into icy Humboldt Bay. And each year, the Pure Water Spas hot tub has warmed the cockles of volunteers’ hearts and bodies as soon as they climb back onto solid ground.
Their causes encompass a wide range, but they don’t forget joy — like adopting Wasabi from the Humboldt Animal Rescue Team. Watching her play in a tub is an absolute delight! “Even [Humboldt] Roller Derby is doing good things,” says Sobol, “Empowering. Showing girls sports are for them, too. We support the Redwood Saplings youth program. I love hearing them say, ‘I can do this too!’ Then they go do it.”
Spreading joy comes in many forms, like the 3D replica movie prop of the Ark of the Covenant that Sobol graced the Eureka Theater with for the June screening of Raiders of the Lost Ark. He and Steven Porter, Kristen’s brother, made it. Did you see the Copper Bones Skeleton Key replica prop Sobol created for The Goonies? He can’t help being excited himself. Before it was displayed at the July screening, Sobol said, “I’m already getting the smiles so that part of the job is done!”
Sobol loves to inspire smiles, be they from wicked movie props or that incredible spa you just settled into with a glass of Humboldt vintage in hand. “We make people happy. People are excited, happy to see you. We love bringing positivity to people.”
Our Humboldt life is … “Our family and community,” Kristen Porter said.
Sobol agreed, then added, “And our cats.”
“Yes!” Porter seconded.
Sobol and Porter appreciate all that is Humboldt. “Waking up in one of the most beautiful places in the most beautiful state,” Kristen said. “When we stepped outside this morning, I said, it’s a beautiful day!”
Wasabi meowed her approval.
Pure Water Spas
3750 Broadway, Eureka
(707) 444-8001
Jaysooter.com
This article appears in My Humboldt Life July 2026.