 |
 |
Funworld February 2012
by Jim Futrell
This machine achieved another milestone in 2011 when it became just the seventh carousel to celebrate its centennial at the same amusement park that originally purchased the ride. But the ride is more than just a piece of history; it remains an important attraction at Santa Cruz Beach Boardwalk. While its centennial provided an important marketing opportunity, the fact that it reached its 100th anniversary reflects the park’s commitment to the unique maintenance needs of a ride that is not only an important operational asset but also a priceless antique.
Over the years the park grew up around the ride, and while a new carousel building was erected in 1966 its location remained the same. Although times and tastes changed, the carousel remains one of the five most popular rides in the park, attracting about 425,000 riders annually. In 1987 the U.S. Park Service declared it a National Historic Landmark along with the Boardwalk’s 1924 “Giant Dipper” roller coaster. By the 21st century the ride had become such as a part of the Boardwalk there was no doubt its 100th anniversary would be a celebration. “When the 100th anniversary was approaching, we decided to enhance the interior [of the building], starting three or four years ago,” says Charles Canfield, president of the Santa Cruz Seaside Company. In 2007 a rare Wurlitzer 165 band organ from San Francisco’s defunct Playland-at-the-Beach amusement park was purchased for $250,000 to accompany the original Ruth organ. Another Wurlitzer 146 organ was brought out of storage and restored. “That formed the basis of the redesign,” says Canfield. The three organs became the focus of a $150,000 renovation of the carousel building that included tile murals, an upgraded exterior, a new paint job, and a Memory Wall where visitors can purchase a commemorative plaque. “It was not a cheap endeavor, but I thought it was such a classic piece that it deserved it,” says Canfield. Promotions included a two-week period where real brass rings were intermingled among the steel ones on the ring machine, permitting lucky riders to win prizes and a 17-year-old coaster enthusiast to spend a day in August riding the carousel 100 times. It took 12 hours. Beyond the carousel, Boardwalk Art Director Jill James designed a limited-edition commemorative poster; the local Hallcrest Vineyards produced a special Syrah wine; and Santa Cruz Mountain Brewing produced Horse Tale Ale, a commemorative “California common,” a popular style of beer in 1911. The local bank even got involved with a special art exhibition at its branches. Maintenance Challenges
Henn says the park places a high priority on keeping the ride in top-notch shape. Each winter the outside row horses are painted, as are the horses on one of the two inner rings so the entire ride is essentially repainted every two years. “You have to paint each one by hand to keep the authenticity of the piece,” says Henn, noting that new paints, including more durable clear coats, have made the job easier. The saddles get special attention, as they tend to wear faster given the sand tracked in on swimming suits; they are coated with fiberglass to protect the original wood, the only such use of the material on the ride. “You can’t afford to let them get run down,” advises Canfield. A particular maintenance challenge is keeping the horses’ tails in top condition as they are real horsehair. About 10 of the 73 need to be replaced each year; they are getting rarer as time passes. Given the age of the ride, it needs to be well lubricated since it was built before the age of sealed bearings, according to Jim Jones of Carousel Works in Mansfield, Ohio. “Rides like this were built in an era when labor was cheap,” he says, noting it is critical rides of this era are oiled daily, which Santa Cruz Beach Boardwalk makes sure to do.
Why Do It? “It is a wonderful antique, but it is an important part of who we are,” says Marq Lipton, vice president of marketing and sales. “We’re not a museum—carousel horses are meant to be ridden.” Lipton adds that their customers appreciate the historical attractions. “The public keeps us on the straight and narrow,” he says, citing the time in the 1970s when the decision to remove the ring machine to save the costs of replacing 40,000 rings annually resulted in a 50 percent decrease in ridership and a return of the ring machine the following season. But the extra expense in maintenance of the ride and operating the ring machine can be considered a marketing expense. Canfield feels the return on their investment is “part of our identity.” Lipton adds, “Talking about the carousel reminds people of who we are. It reinforces the brand.” So Canfield does not ever see a time when Santa Cruz Beach Boardwalk will be without its beloved carousel: “It’s set to be there for a lot longer; it’s not gonna move for another century.”  Jim Futrell is an industry historian and writer. He can be reached at thefutrells@comcast.net. |
According to the National Carousel Association, only 63 classic wooden carousels (those made before the 1930s) are operating at amusement parks in the United States. In this exclusive club, the carousel at 104-year-old Santa Cruz Beach Boardwalk in California is the rarest of a rare breed:
A Celebration
According to Carl Henn, director of maintenance and development, whose first job at the park in the mid-1970s involved overhauling the carousel, most of the ride is still original despite a century on the oceanfront. One of the main exceptions are several original Looff horses that were purchased in the late-1970s from other carousels being broken up to replace missing steeds in Santa Cruz.
Despite the uniqueness of the ride, it does not have dedicated mechanics; instead Henn rotates the park’s 14 mechanics through the ride on a regular basis to “have a fresh pair of eyes,” noting each one might see or hear something different. “It’s like maintaining an old Model T; nothing is automatic,” adds Henn.