Boardwalk West

Because heavy (and light) industry eventually always fails in Santa Cruz due to our remoteness from the rest of the world, tourism boosters have remembered over and over again that the feeling of "getting away"means that money that can be made from providing a clean, easily accessed beach to put down an umbrella and buy a cold drink. A few weeks ago an illustration of a 1925 proposed development for Natural Bridges Beach surfaced on eBay. "The Embassy Club" was another big idea of Fred Swanton, who also built the first and second casinos on Beach St. As far as I know, the only remnant of this deal is Swanton Avenue, which borders the current park. I haven't had time to read more about this venture, or why it failed, but if I do, I'll let you know.

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