Fred Swanton - "Coney Island of The West"

"Coney Island of The West"

Since 1865 the first of several bath houses operated on the Santa Cruz beach, and in 1868 a small boardwalk was built. Swanton envisioned developing the area into a resort similar to Atlantic City, New Jersey or Coney Island near his native Brooklyn. In October 1903 he held a meeting at the courthouse and predicted shares in his enterprise would return up to 25%. On October 29, 1903 the Santa Cruz Beach, Cottage, and Tent City Corporation was formed, and over US$100,000 was raised. Swanson was Director-General (although personally invested only $250). He traveled throughout the state selling shares, eventually raising $1.5million. Existing bath houses were purchased with stock shares, and a tent city was constructed on land leased from the Southern Pacific Railway. In April 1904 the city granted an exclusive franchise for the beach to the company. Although some residents protested because the city had paid for many improvements such as extending roads, mayor David C. Clark (supported by Swanton in his election campaign) broke a tie in the city council to award the contract.

In the summer of 1904 the Neptune Casino (named after one of the original bath houses) was built, designed by architect Edward L. Van Cleeck. The Casino had a style similar to the Royal Pavilion in Brighton, England (the New Brighton State Beach lies a few miles to the south). The two story building with 245 feet (75 m) of beach front, was painted bright colors, and included dining rooms, a ballroom, and theater. A third floor rotunda was used as an observatory with views of the ocean. A "pleasure pier" 400 feet (120 m) long built over intake pipes for the baths (called the Plunge) was lit by electric lights. An opening ceremony was held June 11, 1904.

After a profitable first year, the pier was extended in 1905, and Swanton planned further expansion. The Neptune Casino survived the April 1906 San Francisco earthquake, but burned down on June 22, 1906 from a kitchen fire. A large tent was erected and the Republican Party of California held their convention there in the summer. Swanton sold his electric company and trolley business to free up capital, and again raised more money to rebuild. Architect William Henry Weeks was hired to design an even larger complex which opened by June 15, 1907. In 1908, the first "thrill ride" opened, a miniature railway designed by LaMarcus Adna Thompson. In 1911, a carousel commissioned from Charles I. D. Looff was installed with an 1894 band organ from Andreas Ruth & Sohn. Swanton developed the Casa Del Rey Hotel across the street from the Casino in 1911. By 1912, a business downturn caused by the Panic of 1910–1911 wiped out the original stockholders. For the third time Swanton convinced investors to raise funds for the enterprise. By 1915 the Santa Cruz Seaside Company took over with Swanton again becoming an investor.