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"President Teddy Roosevelt visited Santa Cruz in 1903, so the town was dressed up to disguise some of the eye sores detracting from its beauty, such as barn-like bath houses and unattractive utilitarian-looking stores," writes Local History columnist Ross Eric Gibson. "As a result, Fred Swanton began the 'New Santa Cruz Movement' to finance festivals, public events and picturesque buildings like his Neptune Casino, to improve the promotional appeal of Santa Cruz."

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