Case Study | Santa Cruz Beach Boardwalk The iconic Santa Cruz Beach Boardwalk is a modern-day melding of history and technology. Built in 1907, the 24-acre amusement park is home to 34 rides and attractions (including two national historic landmarks), casual restaurants, gift shops, indoor arcades, laser tag and miniature golf, serving 3 million visitors a year. Unlike newer theme parks owned by investor- backed resort operators, Santa Cruz Beach Boardwalk is owned by the Santa Cruz Seaside Company, a private family business whose goal is to preserve the flavor of the historical site while investing in infrastructure to ensure a memorable experience for visitors of all ages. 2007 marked the Boardwalk’s 100 th anniversary, and the property has seen record-setting gross revenues

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