Neptune Casino was an early development on the beachside site that was to become the Santa Cruz Beach Boardwalk. It was built in 1904, and included 500 dressing rooms, a plunge, a cafe and a grill, a ballroom and two roof gardens. It was also at this time that the 400 foot long Pleasure Pier was built. Neptune Casino didn't last long, on June 22, 1906 it burned down completely. In 1907 work started on the new casino.
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