Fred Wilder Swanton (1862–1940) was an American entrepreneur and real estate developer who served as mayor of Santa Cruz, California from 1927 until 1933.

[3] In 1896, Swanton led a group of investors who built California's third hydroelectric power plant, on Big Creek in Santa Cruz County.

Swanton envisioned developing the area into a resort similar to Atlantic City, New Jersey, or Coney Island near his native Brooklyn.

[5]: 39 On October 29, 1903, the Santa Cruz Beach, Cottage, and Tent City Corporation was formed, and over US$100,000 was raised.

Existing bath houses were purchased with stock shares, and a tent city was constructed on land leased from the Southern Pacific Railroad.

[5]: 42 In the summer of 1904 the Neptune Casino (named after one of the original bath houses) was built, designed by architect Edward L. Van Cleeck.

The two story building with 245 feet (75 m) of beach front, was painted bright colors, and included dining rooms, a ballroom, and theater.

A "pleasure pier" 400 feet (120 m) long built over intake pipes for the baths (called the Plunge) was lit by electric lights.

The Neptune Casino survived the April 1906 San Francisco earthquake, but burned down on June 22, 1906 from a kitchen fire.

Swanton sold his electric company and trolley business to free up capital, and again raised more money to rebuild.

Dalton (under the name "Fer Dal") and Theodore Wharton established studios briefly, but interest waned during World War I.

[10] In 1914 Swanton acted as agent of actress ZaSu Pitts, and staged a benefit performance at the Opera House to finance the start of her film career.

[14] Swanton was elected mayor of Santa Cruz on July 4, 1927, and was reelected for two more terms until 1933, when Roy Hammond took the office.