Fred Swanton
Encyclopedia
Fred Wilder Swanton was a businessman who served as mayor of Santa Cruz, California
from 1927 until 1933. He promoted the expansion of Santa Cruz County
from a small lumber town along the Pacific Coast
to a booming beach resort city. Although he established a wide variety of businesses, he never ran them successfully for more than a few years.
, New York
. His father was Albion Paris Swanton (1826–1911) who traveled to California
in 1864, and was then followed by his wife Emily (Parshley) Swanton with Fred in 1866. After living briefly in Pescadero, California
they settled in Santa Cruz, California
in 1867. Swanton attended public schools and then graduated from Heald Business College
in 1881.
He worked as a bookkeeper at various lumber companies in California until 1883, when he and his mother traveled east to visit relatives. He returned with the patent
license for the telephone
, which he sold through most of California. On December 25, 1884 he married Stanley Hall in Santa Cruz. He operated a hotel called the Swanton House with his father and ran Knight's Opera House theater
. The hotel was the tallest building in the city when it was built. It burned down May 30, 1887, and he started a livery
business called Bonner Stables, and then a store called the Palace of Pharmacy, and briefly owned a billboard business. In October 1889 he sold those businesses, and with Dr. H. H. Clark started the first electric company in the area. He developed the Santa Cruz Electric Railway which ran cars from the beach to Santa Cruz and the Santa Cruz-Capitola Railroad to the new resort of Capitola, California
to the south. In 1900 he invested in the Klondike Gold Rush
, but by then the profits had been made. He also dabbled in oil fields and a chromite
mine.
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 (74.7 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 (121.9 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.
A Romance of the Redwoods
was filmed in the area by Cecil B. DeMille
. Edward Ferguson and W.D. Dalton (under the name "Fer Dal") and Theodore Wharton
established studios briefly, but interest waned during World War I
.
In 1914 Swanton acted as agent of actress ZaSu Pitts
, and staged a benefit performance at the Opera House to finance the start of her film career. He became so well-known the city was sometimes called Swanticruz or Swanta Cruz. He became president of the Combined Amusement Company to build exhibits for the amusement park called the Zone at the 1915 Panama–Pacific International Exposition
in San Francisco. In 1924 he obtained the Miss America
franchise for the state and started the Miss California
beauty pageant, which was held in the casino until 1990. The first "Miss Santa Cruz", Fay Lanphier
won the first two contests and became Miss America in 1925.
Swanton was elected mayor of Santa Cruz on July 4, 1927, and was reelected for two more terms until 1933, when Roy Hammond took the office.
Prohibition
reduced profits, and the Neptune Casino had its name changed to "Cocoanut Grove".
Business declined and his plans for real estate development fell through during the Great Depression
.
Swanton died September 3, 1940, almost bankrupt. He was described as a cross between P. T. Barnum
and California Senator Samuel M. Shortridge
, or the "P. T. Barnum of Santa Cruz".
, which is a California Historical Landmark. and National Historic Landmark
.
The community of Swanton
and Swanton Road, 14 miles (22.5 km) to the north of Santa Cruz were named after him, site of the Swanton Pacific Ranch
where his hydro-electric power generators were built.
The site of his failed subdivision (at his namesake Swanton Boulevard, 36°57′8"N 122°3′15"W) is now Natural Bridges State Beach
, originally called Swanton Beach State Park.
Santa Cruz, California
Santa Cruz is the county seat and largest city of Santa Cruz County, California in the US. As of the 2010 U.S. Census, Santa Cruz had a total population of 59,946...
from 1927 until 1933. He promoted the expansion of Santa Cruz County
Santa Cruz County, California
Santa Cruz County is a county located on the Pacific coast of the U.S. state of California, on the California Central Coast. The county forms the northern coast of the Monterey Bay. . As of the 2010 U.S. Census, its population was 262,382. The county seat is Santa Cruz...
from a small lumber town along the Pacific Coast
Pacific Coast
A country's Pacific coast is the part of its coast bordering the Pacific Ocean.-The Americas:Countries on the western side of the Americas have a Pacific coast as their western border.* Geography of Canada* Geography of Chile* Geography of Colombia...
to a booming beach resort city. Although he established a wide variety of businesses, he never ran them successfully for more than a few years.
Life
Fred Swanton was born April 11, 1862 in BrooklynBrooklyn
Brooklyn is the most populous of New York City's five boroughs, with nearly 2.6 million residents, and the second-largest in area. Since 1896, Brooklyn has had the same boundaries as Kings County, which is now the most populous county in New York State and the second-most densely populated...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
. His father was Albion Paris Swanton (1826–1911) who traveled to California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
in 1864, and was then followed by his wife Emily (Parshley) Swanton with Fred in 1866. After living briefly in Pescadero, California
Pescadero, California
Pescadero is a census-designated place in San Mateo County, California two miles east of State Route 1 and Pescadero State Beach. The center of town, on Pescadero Creek Road, is located at latitude 37.255 and longitude 122.38028. The town is south of Half Moon Bay. The ZIP Code is 94060 and...
they settled in Santa Cruz, California
Santa Cruz, California
Santa Cruz is the county seat and largest city of Santa Cruz County, California in the US. As of the 2010 U.S. Census, Santa Cruz had a total population of 59,946...
in 1867. Swanton attended public schools and then graduated from Heald Business College
Heald College
Heald College is a for-profit, business-career college with multiple campuses in the Western United States. Prior to its acquisition by Corinthian Colleges Heald was a non-profit private College....
in 1881.
He worked as a bookkeeper at various lumber companies in California until 1883, when he and his mother traveled east to visit relatives. He returned with the patent
Patent
A patent is a form of intellectual property. It consists of a set of exclusive rights granted by a sovereign state to an inventor or their assignee for a limited period of time in exchange for the public disclosure of an invention....
license for the telephone
Telephone
The telephone , colloquially referred to as a phone, is a telecommunications device that transmits and receives sounds, usually the human voice. Telephones are a point-to-point communication system whose most basic function is to allow two people separated by large distances to talk to each other...
, which he sold through most of California. On December 25, 1884 he married Stanley Hall in Santa Cruz. He operated a hotel called the Swanton House with his father and ran Knight's Opera House theater
Theater (structure)
A theater or theatre is a structure where theatrical works or plays are performed or other performances such as musical concerts may be produced. While a theater is not required for performance , a theater serves to define the performance and audience spaces...
. The hotel was the tallest building in the city when it was built. It burned down May 30, 1887, and he started a livery
Livery
A livery is a uniform, insignia or symbol adorning, in a non-military context, a person, an object or a vehicle that denotes a relationship between the wearer of the livery and an individual or corporate body. Often, elements of the heraldry relating to the individual or corporate body feature in...
business called Bonner Stables, and then a store called the Palace of Pharmacy, and briefly owned a billboard business. In October 1889 he sold those businesses, and with Dr. H. H. Clark started the first electric company in the area. He developed the Santa Cruz Electric Railway which ran cars from the beach to Santa Cruz and the Santa Cruz-Capitola Railroad to the new resort of Capitola, California
Capitola, California
Capitola is a city in Santa Cruz County, California, United States, on the coast of Monterey Bay. The population was 9,918 at the 2010 census.-History:...
to the south. In 1900 he invested in the Klondike Gold Rush
Klondike Gold Rush
The Klondike Gold Rush, also called the Yukon Gold Rush, the Alaska Gold Rush and the Last Great Gold Rush, was an attempt by an estimated 100,000 people to travel to the Klondike region the Yukon in north-western Canada between 1897 and 1899 in the hope of successfully prospecting for gold...
, but by then the profits had been made. He also dabbled in oil fields and a chromite
Chromite
Chromite is an iron chromium oxide: FeCr2O4. It is an oxide mineral belonging to the spinel group. Magnesium can substitute for iron in variable amounts as it forms a solid solution with magnesiochromite ; substitution of aluminium occurs leading to hercynite .-Occurrence:Chromite is found in...
mine.
"Coney Island of the west"
Since 1865 the first of several bath houses operated on the Santa Cruz beach, and in 1868 a small boardwalkBoardwalk
A boardwalk, in the conventional sense, is a wooden walkway for pedestrians and sometimes vehicles, often found along beaches, but they are also common as paths through wetlands, coastal dunes, and other sensitive environments....
was built. Swanton envisioned developing the area into a resort similar to Atlantic City, New Jersey
Atlantic City, New Jersey
Atlantic City is a city in Atlantic County, New Jersey, United States, and a nationally renowned resort city for gambling, shopping and fine dining. The city also served as the inspiration for the American version of the board game Monopoly. Atlantic City is located on Absecon Island on the coast...
or Coney Island
Coney Island
Coney Island is a peninsula and beach on the Atlantic Ocean in southern Brooklyn, New York, United States. The site was formerly an outer barrier island, but became partially connected to the mainland by landfill....
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
Royal Pavilion
The Royal Pavilion is a former royal residence located in Brighton, England. It was built in three campaigns, beginning in 1787, as a seaside retreat for George, Prince of Wales, from 1811 Prince Regent. It is often referred to as the Brighton Pavilion...
in Brighton
Brighton
Brighton is the major part of the city of Brighton and Hove in East Sussex, England on the south coast of Great Britain...
, England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
(the New Brighton State Beach
New Brighton State Beach
New Brighton State Beach is a 95 acre park consisting of a beach and camping grounds. The park is located on east of Santa Cruz in Capitola. The park is adjacent to Seacliff State Beach which is known for its fishing pier and sunk concrete freighter, The Palo Alto.-History:The cove was once called...
lies a few miles to the south).
The two story building with 245 feet (74.7 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 (121.9 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
1906 San Francisco earthquake
The San Francisco earthquake of 1906 was a major earthquake that struck San Francisco, California, and the coast of Northern California at 5:12 a.m. on Wednesday, April 18, 1906. The most widely accepted estimate for the magnitude of the earthquake is a moment magnitude of 7.9; however, other...
, 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
W. H. Weeks
William Henry Weeks was an early 20th century architect who designed hundreds of buildings including many schools, banks, and libraries. He was well-known for his monumental Greek Revival neoclassical style of architecture, although he also employed other architectural styles. His offices were...
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
LaMarcus Adna Thompson
LaMarcus Adna Thompson was a US inventor and businessman most famous for developing many highly enjoyable gravity rides.-Early years:...
. In 1911, a carousel commissioned from Charles I. D. Looff
Charles I. D. Looff
Charles I. D. Looff was a master carver and builder of hand-carved carousels and amusement rides in America. Looff built the first carousel at Coney Island in 1876. During his lifetime, he manufactured over 50 carousels,twelve amusements parks, several roller coasters and Ferris wheels, and built...
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.
Show business and politics
Swanton tried to convince Hollywood movie producers to film in Santa Cruz. The silent filmSilent film
A silent film is a film with no synchronized recorded sound, especially with no spoken dialogue. In silent films for entertainment the dialogue is transmitted through muted gestures, pantomime and title cards...
A Romance of the Redwoods
A Romance of the Redwoods
__notoc__A Romance of the Redwoods is a 1917 American silent drama film directed by Cecil B. DeMille and starring Mary Pickford.A print of the film survives in the film archive at George Eastman House.-Cast:* Mary Pickford as Jenny Lawrence...
was filmed in the area by Cecil B. DeMille
Cecil B. DeMille
Cecil Blount DeMille was an American film director and Academy Award-winning film producer in both silent and sound films. He was renowned for the flamboyance and showmanship of his movies...
. Edward Ferguson and W.D. Dalton (under the name "Fer Dal") and Theodore Wharton
Theodore Wharton
Theodore Wharton was an American film director, producer and writer. He directed 48 films in the 1910s and 1920s, including the 1915 film The New Adventures of J. Rufus Wallingford, which featured Oliver Hardy....
established studios briefly, but interest waned during World War I
World War I
World War I , which was predominantly called the World War or the Great War from its occurrence until 1939, and the First World War or World War I thereafter, was a major war centred in Europe that began on 28 July 1914 and lasted until 11 November 1918...
.
In 1914 Swanton acted as agent of actress ZaSu Pitts
ZaSu Pitts
ZaSu Pitts was an American actress who starred in many silent dramas and comedies, transitioning to comedy sound films.-Early life:ZaSu Pitts was born in Parsons, Kansas to Rulandus and Nellie Pitts; she was the third of four children...
, and staged a benefit performance at the Opera House to finance the start of her film career. He became so well-known the city was sometimes called Swanticruz or Swanta Cruz. He became president of the Combined Amusement Company to build exhibits for the amusement park called the Zone at the 1915 Panama–Pacific International Exposition
Panama–Pacific International Exposition
The Panama-Pacific International Exposition was a world's fair held in San Francisco, California between February 20 and December 4 in 1915. Its ostensible purpose was to celebrate the completion of the Panama Canal, but it was widely seen in the city as an opportunity to showcase its recovery...
in San Francisco. In 1924 he obtained the Miss America
Miss America
The Miss America pageant is a long-standing competition which awards scholarships to young women from the 50 states plus the District of Columbia, Puerto Rico and the US Virgin Islands...
franchise for the state and started the Miss California
Miss California
For the state pageant affiliated with Miss USA, see Miss California USAThe Miss California competition is the pageant that selects the representative for the state of California in the Miss America pageant. Delegates from the states of California, Ohio and Oklahoma have each won the title of Miss...
beauty pageant, which was held in the casino until 1990. The first "Miss Santa Cruz", Fay Lanphier
Fay Lanphier
Fay Elinora Lanphier was a model most noted for becoming Miss California in 1924 and Miss America in 1925. She was also the 1925 Rose Queen. To date, she is the only person to hold both titles at the same time. She is also the first Miss California to become Miss America. Before she was Miss...
won the first two contests and became Miss America in 1925.
Swanton was elected mayor of Santa Cruz on July 4, 1927, and was reelected for two more terms until 1933, when Roy Hammond took the office.
Prohibition
Prohibition in the United States
Prohibition in the United States was a national ban on the sale, manufacture, and transportation of alcohol, in place from 1920 to 1933. The ban was mandated by the Eighteenth Amendment to the Constitution, and the Volstead Act set down the rules for enforcing the ban, as well as defining which...
reduced profits, and the Neptune Casino had its name changed to "Cocoanut Grove".
Business declined and his plans for real estate development fell through during the Great Depression
Great Depression
The Great Depression was a severe worldwide economic depression in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s or early 1940s...
.
Swanton died September 3, 1940, almost bankrupt. He was described as a cross between P. T. Barnum
P. T. Barnum
Phineas Taylor Barnum was an American showman, businessman, scam artist and entertainer, remembered for promoting celebrated hoaxes and for founding the circus that became the Ringling Bros. and Barnum & Bailey Circus....
and California Senator Samuel M. Shortridge
Samuel M. Shortridge
Samuel Morgan Shortridge was a Republican Senator from California.A descendant of Daniel Boone, he was born in Mount Pleasant, Iowa and moved to California as a child with his family, which settled in San Jose in 1875. He practiced law in San Francisco, California for most of his life.He lost the...
, or the "P. T. Barnum of Santa Cruz".
Legacy
The resort is still owned by the private Santa Cruz Seaside Company. The amusement park is known as the Santa Cruz Beach BoardwalkSanta Cruz Beach Boardwalk
The Santa Cruz Beach Boardwalk is an oceanfront amusement park in Santa Cruz, California. Founded in 1907, it is California's oldest surviving amusement park and one of the few seaside parks on the West Coast of the United States.- Overview :...
, which is a California Historical Landmark. and National Historic Landmark
National Historic Landmark
A National Historic Landmark is a building, site, structure, object, or district, that is officially recognized by the United States government for its historical significance...
.
The community of Swanton
Swanton, California
Swanton, California, is a small community in an unincorporated area of Santa Cruz County on the Pacific Ocean, situated about north of the town of Davenport, on Swanton Road ....
and Swanton Road, 14 miles (22.5 km) to the north of Santa Cruz were named after him, site of the Swanton Pacific Ranch
Swanton Pacific Ranch
Swanton Pacific Ranch is a ranch in Santa Cruz County, California, outside the town of Davenport. The ranch is owned and operated by California Polytechnic State University for educational and research in sustainable agriculture...
where his hydro-electric power generators were built.
The site of his failed subdivision (at his namesake Swanton Boulevard, 36°57′8"N 122°3′15"W) is now Natural Bridges State Beach
Natural Bridges State Beach
Natural Bridges State Beach is a California state park in Santa Cruz, California in the United States. The park features a natural bridge across a section of the beach. It is also well known as a hotspot to see monarch butterfly migrations...
, originally called Swanton Beach State Park.