Brand Experiences

Santa Cruz Beach Boardwalk

New Entry Sketch Oct 2016 11x17 01

When this venerable and nostalgic theme park at Santa Cruz Beach required a holistic refresh of the park entrance and main street theming, updating and modernizing while preserving the historic attributes of the brand, park owners turned to Roto for its unique blend of inspired theming and museum-quality historic architectural design. 


  • Entrance, admissions and wayfinding planning
  • Architectural and monumental signage design and detailing
  • Attraction branding and façade theming
  • Amenities and detailing for park historic preservation
Santa Cruz Beach Boardwalk Concept Design by Roto

The conceptual design of new entrance upgrades included historic research and preservation in the form of architectural details and finishes, as well as typography and graphical elements. Inspirations from beach photography of the 1950’s and 1960’s evokes the memories of a bygone era, updated for today’s market.

Santa Cruz Shockwave 3
Santa Cruz Typhoon 3

"Roto and their amazing team helped us bring our project to life. They helped us imagine what it could become and their work exceeded our expectations."

- Kris Reyes, Director of External Affairs & General Services