Santa Cruz Theatre
1305 Pacific Avenue,
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The work of Reid Bros. for the Golden State chain, the New Santa Cruz, which opened in 1920 (and shortened later to Santa Cruz, likely after the much grander Del Mar opened down the street in 1936) had an overall simple Beaux-Arts look inside and out.
This changed with a fine Moderne remodeling in 1939. It featured a beuatiful neon tower modeled after those at the Golden Gate Exposition.
“When I first saw this theatre in 1973, it had been an office and retail building for several years, but the tower still remained.” Sadly, this was removed a few years later, though the building is slightly recognizable as a theater, and a sign near the entrance to the offices above gives a short history.
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