article contributed by Harlan B. Radford,
images from his collection
If it weren’t for picture postcards, think of all the local history that would be lost forever! Vintage postcards are indeed a treasure trove and those moments preserved in time offer us a glimpse into what life “down the shore” was like 75-100 years ago.
Come one and all, and discover the unique and enduring aspects that lured so many folks to flock to the Jersey Shore. See the ways we got there in the early days, stroll old boardwalks and promenades, enjoy the expansive sandy beaches, and swim in the ocean surf. Various personal postcard messages written by vacationers further illustrate for us what it was like back then.
Each of New Jersey’s resort communities promotes its unique charm with an attention-getting motto and seeks to lure tourists and vacationers during the summer months. Can you match the shore towns below with its slogan?
- Avalon a. “The Seashore at its Best!”
- Stone Harbor b. “Residential Community by the Sea”
- Atlantic City c. “The Jewel of the Jersey Coast”
- Margate d. “The Playground of the Nation/World/America”
- Wildwood-by-the-Sea e. “America’s Greatest Family Resort”
- Ocean City f. “World’s Finest and Safest Bathing Beach”
PART 1. TRANSPORTATION
Just how did people actually get to what were then remote seashore communities in their early development? The limited methods of transportation in the late 1890s and the early 1900s were both innovative and adventuresome.
Before the railroad, the only access to Avalon, and the neighboring beach town of Stone Harbor (which together are dubbed the Seven Mile Island) was by boat.
As demand began to increase, newly constructed roads all up and down the coast accommodated motorized vehicles. New railroads and bridges that crossed the channels and bay soon linked the mainland with the island resorts.
In 1934, the Cape May County Bridge Commission began to build a series of toll bridges to connect the various coastal islands creating the well-known “Ocean Drive.” Trains and railway depots sprang up in the seashore towns.
Regularly scheduled seasonal rail services connected the cities of Philadelphia, Camden, and many other South Jersey towns to provide a direct link to the shore. Eventually, by the 1930s, except for those bound for the larger towns of Atlantic City and Ocean City, the trains would all but disappear.
Imagine going back in time and getting in on the ground floor of investing in Stone Harbor.
These vintage era picture postcards show some of those means of transportation for the seashore area. These early views show causeways, draw-bridges, boats, trains, omnibuses, trolleys and automobiles. Remember, there was no Atlantic City Expressway or Garden State Parkway then to facilitate travel.
PART 2. BOARDWALKS
Completed in 1870, Atlantic City’s boardwalk was the first in the world. When it first opened, commercial businesses were prohibited anywhere near the boardwalk.
Rebuilt bigger and better after storms in 1884 and 1889, the commercial restrictions ceased, and visitors soon enjoyed a medley of entertainments, places to shop, and food!
These open-air promenades sprang up in other shore towns and made saltwater taffy, homemade fudge, amusements, concerts, and the purchase of souvenirs synonymous with visiting the Jersey Shore.
These vintage postcards depict some of New Jersey’s boardwalks of yesteryear. All told, some 44 coastal Jersey towns once had a boardwalk.
See many more shore images displayed on our IMAGES tab, including those of Asbury Park and Ocean Grove, Avalon, Atlantic City, Cape May and Wildwood, Long Beach Island, Ocean City, Seaside Heights, and Stone Harbor.
Walking the boards with us back then; enjoy the sights and the ocean breeze.
PART 3. BEACHES
Spending time on the beach, bathing in the ocean and having fun were the primary reasons why so many ventured to the seashore.
A number of personally written messages inscribed on the backs of some of the postcards clearly convey the real reasons for vacationing at the Jersey Shore.
PART 4 MESSAGES
Spending time on the beach, bathing in the ocean and having a fun time were the primary reasons why so many ventured to the seashore. In the absence of telephones, the penny postcard was the sure way to stay in touch with the folks back home and let them know just what was going on. Those simple notes indelibly recorded their authors’ splendid moments.
Reading these simple missives today, we realize that messages about kids digging and playing in the sand, bathers swimming and riding the waves, taking photos, and even complaints about mosquitos are not terribly different than those one might post today on Facebook.
- Aug. 10, 1922 Boys are having a fine time. Uncle Eugene Mildred went fishing today. Expect fish for supper. Everybody is well. Boys dig deep holes in the sand. Bathe every day. Aunt Alice
- Aug. 6, 1923 I am here over this week end and I am certainly having a fine time. I have even been in the ocean. I was in bathing and I got my eyes and mouth full of salt water. I came down by machine with relations and it was certainly a fine ride. I am going to Christiana next Sunday I think. Sincerely Helen Morton
- Aug. 18, 1920 Dear Sister, This is our house. We would have room for you yet. Wish you were here. We were in bathing today. It’s great only it’s too cold. The nights are so very cool. We went to Wildwood this afternoon in a boat. The kiddies think it’s fine. Anna
- 1917 Stone Harbor’s boardwalk built by the Borough at a cost of $35,000 is a mile and a quarter long and fully illuminated by electric lights. Dedicated July 4, 1916. A Pier, amusement and Business places are being rapidly built on this new Esplanade.
- Sept. 1943 Tony has been having a grand time in waves and playing in sand. Susan is happier with her kiddie car so she can move around.
- Aug. 18, 1941 Dear Friends, This is Monday morning and our last week. Time is going fast. We are having a very good time. The weather has been beautiful. I was only in bathing 3 times. But I am going in today. We were to Wildwood and Ocean City. Would like to spend a day at Atlantic City. Hope you are all well. Martins
- June 29, 1910 Dear Florence, When I arrived down here I spent about a half a hour fighting with the skeeters. Carrie
- Aug. 15, 1918 Eight of us are here in two bungalows. Are having a fine time. Spent yesterday at Wildwood. It is delightfully cool this morning. Hope you are both well. Lovingly, Laura Pierce
- Aug. 8, 1922 Having a fine time in bathing. Gloria
- Aug. 6, 1919 – Dear Friend, We arrived safely and we are enjoying the bathing although it is cool. We are going by boat to Wildwood tomorrow. Mabel
- Aug. 12, 1915 I am in the water almost all the time. Having a nice time. George
- Aug. 4, 1919 Stone Harbor’s matchless bathing beach, is absolutely safe, life lines being unnecessary.
- Aug. 19, 1942 Greetings Marjorie, It is lovely down here. If you wish you could have come with me. Maybe you will next time? Gertrude
We invite your comments, recollections, and memories about the Jersey Shore of yesteryear.
Answers to shore towns and their slogans: 1-c, 2-a, 3-d, 4-b, 5-f, 6-e
For a modern perspective on what draws Philadelphia Inquirer writer, Kristen L. Graham to the Jersey Shore, see this article on inquirer.com