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In 196 the Head of the Department of Tourism of the State of Jalisco, Mr. Oscar de la Torre Padilla, launched the first publicity campaign to promote Vallarta. Part of the campaign was a poster ad with a sketch of Los Muertos beach. A first documentary movie of Vallarta was filmed and distributed in 1967.
 The famous seahorse, logo of Vallarta, was also an idea from Oscar de la Torre Padilla. The sculpture project was made possible thanks to the cooperation of the State Government and the Association of Hotels, restaurants and travel Agencies of Puerto Vallarta. Famous sculptor Rafael Zamarripa from Jalisco designed it. The sculpture was to be placed at Las Pilitas on Los Muertos Beach for being the most frequented by tourists. It was also the pier for embarking to other beaches that were reachable only by boat.
The inauguration ceremony unveiling the seahorse al Las Pilitas took place in 1968. Unfortunately, the committee underestimated the strong winds and high tide of this area during monsoon season. After only a short period of ordered again from the same designer. The new sculpture was finished and this time was installed at the Malecón. Attorney, J. Jesús Jiménez Luevanos, delegate of Tourism department, and the Association of Hotels, Restaurants and Travel Agencies of Puerto Vallarta, authorized the new location.
Engineer Alberto Luis Valencia was the Director of Public Works at the time.
Catalina Montes de Oca Aguilar
Autobiografia de Doña Catalina Montes de Oca Aguilar
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