Survey says: ‘Way of Life’ top Dewey tagline

After a weeks-long contest that garnered more than 1,000 submitted entries, the Dewey Beach Marketing Committee voted April 4 to submit to commissioners nine recommended town taglines, with the decades-old unofficial slogan “A Way of Life” topping the list.

Committee Chair Alex Csedrik said at least 40 people who sent in submissions stated they wanted the long-used tagline to remain.

Jason Wilson, whose father Harry Wilson trademarked “Dewey Beach – A Way of Life,” decades ago for use on his own promotional materials, told committee members that the town is welcome to use the slogan on signs and its website, but not on any revenue-generating items.

His father has invested thousands of dollars into the trademark over the years and has had to fight copyright infringement in the past, Wilson said. People shouldn’t be able to reproduce it in any way they want, he said. 

The slogan was created before the town was incorporated, Wilson said, noting its use began when his grandmother was a commissioner. Thelma Wilson was an original town commissioner who served from 1981-85 and 1990-92.

Wilson said he has realized there is a demand for the branded merchandise. He said he would welcome new wholesale dealers, and could provide the town and businesses with a price list.

“Really, what we noticed by all this happening is we need to be a little aggressive with our wholesale marketing so we can satisfy the demands of the town and work with you guys in a way that works for us all,” Wilson said.

Wilson offered to iron out language and a list of approved uses of the tagline with the town and his lawyer, and that uses not listed could be determined on a case-by-base basis.

“If I needed to put that in writing, I’d be down to reiterate that and be a little more detailed,” Wilson said. “We’re down to work with you guys.”

Coming up with a solution would be in everyone’s best interest, Csedrik said, noting the town is not looking to monetize the tagline’s use.

Following the discussion, committee members outlined their favored submissions from the list; inappropriate submissions were eliminated, said member Ellen Winkler.

Members listed “A Way of Life” as a favored slogan, and detailed a number of other possible suggestions.

At one point, Winkler asked, “Why are we doing this? We have something everybody likes.” 

Members eventually narrowed recommendations down to “A Way of Life,” “A Town Like No Other,” “Paradise Mile,” “Sun. Sand. Surf. Memories,” “Spirit of Summer,” “Living Life Together,” “Where Fun Meets Sun,” “Biggest Little Seaside Town,” and “Mile of Memories.”

The committee originally voted in January to plan for the contest at the suggestion of town commissioners, who approved the contest in February. 

Commissioners are expected to discuss and possibly vote on a slogan at the Friday, April 21 council meeting. An agenda has not yet been posted.