Fred Swanton was a prominent leader and promoted Santa Cruz throughout the state. He was a millionaire by 46 and had welcomed presidents and other celebrities to Santa Cruz. He did a road show by rail spiking interest in Santa Cruz and is responsible for many new residents who relocated there. At 21 he bought telephone service to the area and over time supplied electricity and streetcar transportation to the towns residents. He was instrumental in the tourism industry building the first casino and creating the resort at the beach of which is the Santa Cruz Boardwalk of today. He was the mayor of Santa Cruz for many years. Due to a series of financial tragedies, he died penniless in 1940 at the age of 76.