What's in a tagline: For Rehoboth Beach, Bethany success, but for others a mixed bag

It seems that no self-respecting coastal community is complete without a catchy tagline.  Rehoboth Beach has been known to be “The Nation’s Summer Capital” since paved highways in the late 1920s first linked the resort with Washington, D.C. during Calvin Coolidge’s presidency.

One could argue, in hindsight, that it would have been more logical for Coolidge, often known as “Silent Cal,” to be associated with a “quiet resort” like Bethany Beach rather than Rehoboth.  But you can’t change history, although some people certainly have tried since 2020. 

In any case, the Summer Capital tagline has had legs, be they tanned or not.  That tagline really took off following World War II and is still in use today, almost 100 years since its inception. 

Similarly, Lewes’ “First Town in the First State” seems destined for a long life.  It is an indisputable statement, even though that geographic entity has long since been designated as a “city”.   

Not to be left behind, Dewey Beach and Milton have recently initiated processes designed to select an official tagline for themselves. The latter has decided to go with the “professionals,” choosing to hire a marketing and public relations firm — ironically yet to be named.

Dewey Beach, on the other hand, has opted for the “amateurs,” believing it can best source the tagline, or the ingredients thereof, from its residents by virtue of a public contest.

While we await the outcome of these different approaches, a few observations might be in order. 

First, since it may not be known to the marketing firm chosen, “Milton” is not a contraction of Mill Town.  Nor is it a shortened form of Miltown, an early anti-anxiety drug, now discontinued.

However, given The Granary at Draper Farm housing development, which promises to nearly double the population of Milton in 20 years, something like Miltown may soon become the prescription of choice in that community.

In reality, Milton is named after the English poet John Milton, the author of the epic poem "Paradise Lost," and home to probably the most successful craft brewing conglomerate, if that’s not an oxymoron, in Delaware — Dogfish Head Craft Brewery and Dogfish Head Distilling Company.

As regards Dewey Beach, some have suggested adopting 7-Up’s former slogan, “Wet and Wild,” or perhaps “Frat City,” in recognition of its summer collegiate population.

It seems unlikely that such taglines will prevail, even though the Town Council has decided to let public opinion rule.  After all, it’s the rare collegian who spends his or her beach vacay thinking about an essay, much less a tagline. 

The town’s name was changed in the late 19^th century from Rehoboth City to Dewey Beach allegedly to honor Admiral George Dewey, the naval hero of the Spanish-American War.

If true, a belated tip of the hat to the Dewey town fathers (and mothers).  It makes more sense to name a town on the ocean after America’s only admiral than to designate one (Milton) at the head of the Broadkill River after an English poet.

Not surprisingly, throughout this tagline search process, the so-called quiet resorts of Bethany Beach, South Bethany, and Fenwick Island have remained — you guessed it — silent.

While these city and town taglines have grabbed the headlines in the local media, they are reflective of something deeper in our region, and I’m not referring to the deep blue sea. Taglines or slogans permeate almost every aspect of coastal life. 

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For instance, a challenging traffic intersection has become popularly known as “Malfunction Junction,” and the problem is severe enough that DelDOT is attempting to correct it.

In the initial phase, it sought to raise or level (the end result is the same) the building that housed the much-loved Bests’ Hardware store, located adjacent to the little-loved Coastal Highway.   

There was some hope that once the wingnuts, vices, and everything that’s defined as haywire had been located elsewhere that the intersection’s problems would magically disappear.  Alas, that has not been the case.

Moving closer to home, taglines for local real estate agencies are laser-focused on how to live, as opposed to the alternative.

Long & Foster suggests that one “Live where you love to play!  Play where you want to live!,” which brings back fond memories of PlayStation’s “Live in your world.  Play in ours”.

The Lee Ann Wilkinson Group, not to be confused with singer LeAnn Rimes’ back-up group, urges one to “Live your beach life,” which masterfully but subtly separates our way of living from that which exists on the Jersey shore.

Finally, there’s “Endless Discoveries,” a trademark of the Delaware Tourism Office, a tagline that seems to imply that no matter how often a visitor returns to the coast he or she will discover yet another housing tract under development.

Mike Berger is a freelance writer and retired university administrator with a home in Lewes.  Contact him at edadvice@comcast.net.

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This article originally appeared on Salisbury Daily Times: You’re It!: Tagging Dewey Beach, Milton and more