As with many seaside amusement areas in the U.S., San Diego’s Belmont Park faced difficult times in the 1960s and ’70s. Seemingly past its prime, its structures, including the mighty Giant Dipper wooden coaster, had fallen into disrepair, and attendance had dwindled. The park eventually shuttered in 1976, and the coaster was nearly lost to the wrecking ball.
In a pivotal moment for the park, forward-thinking community volunteers recognized the diamond in the rough, sought and obtained National Historic Landmark status for the Giant Dipper, and helped launch a second act for the park. Now, a revitalized Belmont Park is busy prepping for its 100th anniversary with a renewed sense of purpose and optimism.
Developed by sugar magnate and entrepreneur John D. Spreckels, the amusement park—originally known as the Mission Beach Entertainment Center—opened in 1925. Its two anchor attractions were the Giant Dipper and the world’s largest saltwater swimming pool, The Natatorium. Both remain vital parts of Belmont Park today.
An evolution of the pool as an attraction illustrates how the park honors its past while ensuring it stays relevant for a discerning 21st century audience. Today’s 12,000-squarefoot, 400,000-gallon behemoth now contains treated water and bears the catchy name Plunge San Diego. A recent major renovation preserved its historical entrance arch, which features Spanish Renaissance-style architectural flourishes.
The modern facility behind the sign is a gleaming indoor space with floor-to-ceiling windows and a translucent, retractable roof that makes year-round dipping and splashing inviting.
Plunge San Diego, which is also recognized as a historic landmark, is part of Fit, a full-service health club with indoor and outdoor workout spaces overlooking the Pacific Ocean.
“It’s a classic amusement park vibe,” explains Sarah Abelsohn, corporate director of marketing for PE Management Group, which purchased Belmont Park in 2012. “At the same time, we are very modern-day San Diego. Whether you are a local or a tourist, we want you to know and feel that you are in San Diego.”
Among the attractions on the midway is the old standby, a Tilt-A-Whirl. But instead of standard domed cars, its brightly colored vehicles are themed as ice cream cones. The ride is located next to The Sweet Shoppe, featuring ice cream from a beloved local vendor. To board the Tilt-A-Whirl, Giant Dipper, and other rides, guests at the free-admission park can either purchase individual tickets or pay-one-price passes.
A Careful Rebranding
In anticipation of its pending centennial next year, the park embarked on a rebranding campaign and introduced a new logo in 2023.
Prior to PE Management Group’s takeover, independent owners and vendors operated the attractions, dining spots, and shops, and the park was a hodgepodge of competing signs and messaging. Now, the park has a unified identity, and the logo represents its mission to pay homage to and capitalize on its impressive legacy—but with a contemporary sensibility.
The typography is elegant and retro, hinting at Belmont Park’s grand history. It is also playful, reinforcing the fun that awaits guests. Even its tagline, “Supplying good vibes since 1925,” succinctly ties together the park’s nostalgic and of-the-moment appeal.
Notably, albeit subtly, both “San Diego” and “California” are in the logo, Abelsohn notes, adding that it is the park’s way of cementing the destination as an iconic San Diego location.
Casual, quick-service dining spots include street-style tacos as well as slices and pies from regional darling Pizza Port. For more substantial fare, the sit-down Beach House offers Mexican dishes along with live music.
Cannonball, a rooftop eatery, specializes in sushi. Where else, Abelsohn asks, could folks enjoy tasty nigiri and a local brew while overlooking the beach and the Big Dipper?
“That’s as San Diego as it gets,” she says with a laugh.
To get ready for its special birthday, the Giant Dipper will be fully repainted this year. Its trains have already received a visual makeover and bear the same red hue as the accents on the coaster’s structure. The lead cars also feature the park’s new logo.
Reflecting on the rebranding and the upcoming anniversary, Abelsohn says that the new logo is “an ode to our past and a beacon to our future. We are setting the tone for the next 100 years.”
