Santa Cruz Beach Boardwalk

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Santa Cruz Beach Boardwalk, owned by the Seaside Company, is the county's largest tourist-related business. The "Casino" established on Santa Cruz Main Beach in 1904 by entrepreneur Fred Swanton absorbed the adjacent "natatorium" and bathhouse operation of the Leibbrandt brothers and C. F. Miller, then continued to expand in the following decades along the beachfront to the east. The Pleasure Pier was also built in 1904, and survived the 1906 fire that destroyed the first Casino.