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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." ....
Fred Wilder Swanton probably had more influence on the early development of Santa Cruz, including Main Beach, and was involved in more enterprises than any other individual in the city’s early history - so much influence that some early residents referred to the town as "Swanta Cruz." ....
Although West Cliff Drive has been the focus of considerable attention since the winter storm damage of last January, historically it has been the Santa Cruz Main Beach that was the attraction that brought visitors to the shoreline as early as the 1860s. ....
"There was much excitement in 1903 when it was learned that President Theodore Roosevelt would tour Santa Cruz on May 8, greeting the public before seeing his first redwoods during a picnic at Big Trees Grove (now Henry Cowell state park)," writes Ross Eric Gibson. "The presidential visit was expected to be a boon to business, and a promoter's dream with the national press in town, showing off the attractions of Santa Cruz." ....