huge business and resulted in varied and inventive forms of entertainment. Except for some auction houses and stores, the stretch of Pacific Street from the waterfront to Kearny Street was packed with drinking establishments and dance halls. Due to progressive music clubs like Purcell's which enabled jazz to get an early foothold in San Francisco, there were positive cultural aspects developing in the district. The Barbary Coast's century-long evolution upon these few blocks of Pacific Street went through massive incarnations due to the city's rapid cultural development during its transition into the 20th century. Terrific Street was just such a later transformation of the early Barbary Coast. After the 1906 earthquake Due to the earthquake and fire of 1906, most of the buildings on that stretch of Pacific Street were destroyed. However the city's financial boosters then saw an opportunity to clean up Barbary Coast, and transform it into an entertainment area that could be acceptable for every-day San Franciscans. Possessing a new sense of civic pride, the boosters invested heavily in reconstruction, and within three months over a dozen dance halls and a dozen bars were rebuilt and operating. This new incarnation of Pacific Street was gentrified and tame compared to the lawless pre-earthquake version of the Barbary Coast, and Terrific Street became a tourist mecca for middle-class youth. This time around, things were different—the city and its merchants were going to pressure the police and club owners into quelling the violence of the old Barbary Coast. During that earlier era of the Barbary Coast, people were not even safe when they were inside of the saloons or dance halls. Oftentimes customers might be pickpocketed by the waitresses themselves, and also might be drugged unconscious so that they could be robbed within that establishment. Because merchants and politicians committed to reversing that previous predatory behavior and attempted to protect customers from theft and harassment, they could expect much wider appeal by attracting middle and upper class customers. As a result, the district then drew tremendous crowds, and at night its brightly lit block could be seen from across the bay in Oakland despite the fact that neon lights had not yet been invented. The new tone of the neighborhood attracted a type of tourist called a slummer—middle and upper class individuals who go to the rough side of town to see how the other half lives. And in keeping