The Rise and Fall of Playland at the Beach
 
We really can't tell the tale of the Rise and Fall of Playland without it encompassing the Whitney period. Pre-Whitney's, the Looff/Friedle Chutes at the Beach was a building era. While Chutes at the beach was wildly successful, it wasn't until George and Leo Whitney came into the picture that Playland really shined the brightest.
 
The Whitney's took over management and primary ownership of the park in 1929. The Name was changed to Whitney's at the Beach, although we all know it as Playland at the Beach. George and Leo's presence put a major spotlight on Playland, from their Ownership of Topsy's Roost to the overseeing and promotion for the whole park. Leo supposedly loved driving the Topsy Truck around and George loved introducing new rides, games and concession. George was said to have an infectious sense of ambition and showmanship that affected most he came in contact. Although, almost everything he touched turned to gold with a sparkle in his eye, he was a shrewd and at times a ruthless businessman. He became known as the Barnum of the Golden Gate.
 
The Depression brought financial suffering in the United States, but Playland thrived under the Whitney's low cost entertainment with its constant rotation of new rides and attractions. While some of the privately owned concessions fell during the 30's, the Whitney's would snatch up those concession spaces for their own venues. The Rocket Speedway was added in 1934 and Laff in the Dark in 1936. Whitney's brought a new concept to Amusement park patrons - "Everyone is a Winner!" Game Barkers were locals not high pressure Salesman and everyone was made to feel like a winner... even if if was just a cheap little prize. Looff and Friedle’s backbone thrill rides, Big Dipper and Chutes, continued  to maintain thrills. The Whitney’s also inherited the Fun House, which was a mainstay attraction.
 
Business was good enough that in 1937 the Whitney's purchased the Cliff House.
 
1941. The same year Japan bombed Pearl Harbor, Leo Whitney decides to retire. George bought out his brother and became sole owner of Playland at the Beach. But, George saw room for expansion! In time, he would acquire ownership of the two adjacent Blocks.... From Balboa to Folsom and between La Playa and 48th Ave. (Some of us now refer to them as the Fun Tier  Town and Safeway lots).
 
As the WWII kicked into high gear, so did attendance at Playland. All those soldiers shipping in or out of the Golden Gate embraced Ocean Beach and Playland's joyful entertainment. As the 40's rolled on, Playland saw expansion into the Safeway block, this brought an explosion of new rides... Dark Mystery and the Diving Bell made their first appearance on the Safeway block, as did many other rides including the Racing Derby, Fly-o-planes, Lindy Loop, Octopus, Flying Coaster, Strat-o-Ship and many others. Food, concessions and attractions got the Royal George treatment as well. The 40's were a great financial decade for the George Whitney and Playland was a great escape from the pains of war for all those who came out to the park.
 
1950’s saw some major changes in the park. George decides to remove the Chutes in 1950. As a water ride, it was high maintenance, but George saw a 'positive' with the loss of one of his major attractions... With the removal of the Chutes many other rides could take it's place. Post demolition of the Chutes brought in new and larger versions of the Diving Bell, Dark Mystery and other rides. Rides removed from the Safeway lot were NOT replaced with new rides. Although some people questioned the removal of the Chutes, it apparently didn't slow down attendance.  But, by the end of the 50's, we find FAR less use of the Safeway lot and more condensing of rides on the Great Highway frontage  lots.
 
Post war San Franciscans came in droves! Many GI's stayed in San Francisco after he war. This brought a positive multi-cultural niche to Playland. Playland became the equalizer... Parents were parents and children were children, they all played together at Playland.
 
The first REAL sign of Playland’s turn for the worse came in 1955. It came in two forms:

 

The loss of the Big Dipper and the Introduction of a Mouse, Mickey Mouse! Disneyland opened in 1955 and changed the way we would all look at amusement parks forever. Which had more of an impact is often a question? I think we'd have to say.... BOTH.
 
A few years earlier, Walt Disney had come looking for inspiration and team players for Disneyland. George Whitney's son, George Jr. jumped at the chance and became Disneyland (WED) employee #7. More of that story can be found in "Master's of Fun." Section on this site.
 
The removal of the Big Dipper was based on changes in City Safety Ordinances. Starting in the late 40's, George Whitney was talking about a new Roller Coaster, but it never came to fruition. Apparently, the safety and building codes were changed! The Big Dipper needed to sit and be bolted to a cement slab. An entire new coaster would need to be constructed! This was way to much money at the time... So down it came. Some say, the beginning of the end for Playland. When you lose your top thrill ride, there's a loss of identity and anchor for the park. If we look at George’s big picture, he sure had a lot on his plate...
 
The 50's brought about a big remodel for the Cliff House and the Ill-fated purchase of the floundering Sutro Baths in 1952. George quickly realized that Sutro baths was such a major financial drain and in disrepair that he had to close the Baths to just stay afloat. No pun intended! Money was going in all directions! 
 
George Whitney Sr. passes away in 1958. This brought George Jr. back to run Playland and the other Whitney properties. By the end of the 50's, the mood is changing in society. Small amusement parks aren't as big of a sell. But, George Jr. has returned with fresh ideas from his time at Disneyland!
 
The last ride George Whitney Sr oversees construction was Limbo in 1958. In 1959, the dipper was gone and replaced by the moderate thrills of the Mad Mouse type ride, the Alpine Racer.  But, George Jr had a grander vision for Playland....
 
The 60's are turbulent times in our country, but Playland starts the decade with a glimmer of hope.
 
George Jr. succeeds in doing some remodeling of Playland. Limbo is built in 1958. He adds Fun Tier Town, which has a Wild West themed façade and rides. George figures if Disney can make a theme park, he can add some theme to Playland. Dark Mystery gets an overhaul and become the Mad Mine. It’s built out with a big themed mining facade. George has plenty of ideas!
 
Unfortunately, the Whitney family gets a huge surprise while reading the Sunday paper. They find an article stating that Eva "Daisy" Whitney (George Whitney’s widow – George Jrs. mother) has sold off her major shares of Playland to Bob Frazier. Bob Frazier is a known Real Estate developer. Apparently, he gave Mrs. Whitney a good pitch and she decided to sell off her shares of the property for retirement.
 
The news is worse than it sounds! George Whitney Sr.  had basically divided all the Whitney properties four ways.... George Whitney, Eva Whitney, and his two children George and Beatrice. The sale of the shares made Bob Frazier a controlling shareholder of Playland.
 
I know, the question has to be asked... How could sell your families Amusement park to a Real Estate Developer? Myopic views of retirement vs. a good con man?
 
All of George’s new ideas and concepts came to screeching halt. Bob has no interest in new additions or modernization of Playland... Bob sees a shopping mall and condos!
 
Around this time, we find other theme parks popping up…1961 Frontier Village by Laurie Hollings and Marine World. Not a time for Playland to sit back on it’s laurels.
 
Things get really ugly in the Whitney Family. Resentment, pride, greed and entitlement all start playing a part. Lawsuits ensue. In the end, someone in the Whitney family sold off their shares in Playland in 1964.
 
George Jr. ends up focusing on Sutro Baths and the Cliff House. Bob Frazier ends up buying up Sutro Baths as well. Sutro’s has it’s own chronic financial problems by the mid 60's and is closed in 1965. Bob Frazier has BIG ideas for a Shopping Arcade and Condos to fill the entire Sutro Baths landscape. From Oceanfront to Merrie way!
 
Once under Bob Frazier's care.... the death knell can easily be heard. BUT, it's not all rainbows and lollipops for Bob Frazier. Public outcry and trouble with city developers put the kibosh on Frazier’s Sutro Condo’s concept. Later, the NPS takes over the land. Frazier is bought out and pushed out.
 
Back to Playland! Frazier puts in the minimalist effort for park upkeep and hires incompetent Managers to run the park. By 1968, Playland is looking pretty shabby. Attendance has fallen to a minimum. Once Family Dog arrives, the negative Playland stigma is sealed by parents who don't want their children in an area with a "drug induced" "Hippie element." Playland has fallen into such disrepair; it probably doesn't matter at this point. The Whitney’s sell off their final shares in 1968. The same year Marine World opens in Redwood City.
 
In 1970, Frazier and his shareholders sell Playland to Jeremy Ets-Hokin (another developer) for future development for $6,600,000 dollars. The city of San Francisco has no say in these dealing as the property is privately owned and I'm sure they didn't want to flip the 6 Million dollar sales tag. When West Coast Entertainment contract is completed... the bulldozers start to roll. Playland’s last open day is September 4, 1972. An auction is held to sell off Playland’s existing assets. The Looff Carousel is saved, but much of Playland is bulldozed over as it stood.
 
All doesn’t go as planned for Est-Hokin either! He loses a major financer and is stopped in his tracks. The project is sold off to a developer in Mexico. Ets-Hokin is out of the picture and suffers his own legal problems. In the end, he went broke, had a heart attack, was convicted of fraud. At one point, it was reported he was living on a $381-a-month disability check. He died in 1981 at the age of 55. His obituary identified him as "the man who razed Playland-at-the-Beach."
 
That’s the basic story Playland people. Where do YOU now place the blame? George Whitney, changing times, Disney, Bob Frazier, Eve Whitney, Jeremy Ets-Hokin, Marty Davis, Family Dog, Neglect, public loss of interest? In the end, it came down to money…. And we can all cry and point fingers, but in truth, no one came to plate with the cash to save Playland. At times, I think that may one the biggest tragedies… All those decades and generations of children that grew up at Playland, no one came its rescue.
 
- Mike Winslow  3/2014