Green Pleasure Pier: A Historic Icon in Avalon

Avalon’s transformation into a bustling tourist destination and fisherman’s paradise began in the late 19th century under the ownership of the Banning brothers, who acquired Catalina Island and established the Santa Catalina Island Company in 1894. By 1906, the harbor beach in Avalon was teeming with life—boat stands, launches, rowboats, drying racks filled with fish, and sea lions eager for scraps created a vibrant but overcrowded scene.

To alleviate congestion and free up beach space, the Bannings constructed a new pier parallel to Avalon’s existing Steam Ship Pier, which had been built in 1887 and served as a gateway for thousands arriving aboard the S.S. Avalon and S.S. Catalina. Unfortunately, the new pier was no match for a storm in 1908, which destroyed it.

In 1909, the Freeholders Improvement Association of Avalon stepped in, applying to the War Department to build a pleasure wharf. The Santa Catalina Island Company took on the task of constructing and maintaining the new pier. Completed the same year, the pier changed hands in 1914, when the City of Avalon purchased it for a mere $5. By 1915, it was officially named the Pleasure Pier.

The next chapter of the pier’s history began in 1919 when William Wrigley Jr. purchased Catalina Island and the Santa Catalina Island Company. In the 1930s, Wrigley’s son, P.K. Wrigley, hired Dorothy and Otis Shepard to enhance Avalon’s aesthetic. The Shepards chose a striking green shade for the pier, which led to its new identity as the “Green Pleasure Pier.”

The Green Pleasure Pier Today

The Green Pleasure Pier remains a vibrant hub of activity in Avalon. It houses Avalon’s official weigh station for sport fishermen, Love Catalina Island’s Visitor Center—open seven days a week—and offers a variety of attractions. Visitors can book tours, enjoy water activities, visit the dive center, try their hand at fishing, or indulge in delicious meals at the pier’s eateries. Stretching 407 feet into Avalon Bay, the Green Pleasure Pier is a testament to the island’s rich history and enduring charm.

Whether you're a history buff, an adventure seeker, or simply looking for a scenic spot to relax, the Green Pleasure Pier offers something for everyone.

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