Dewey Beach seeks new tagline

Rather than hiring a company to develop a new tagline, the Dewey Beach Marketing Committee voted Jan. 10 to recommend placing the task of characterizing the town’s identity into the hands of those who know it best: its residents and business owners. 

Commissioner and marketing committee liaison Paul Bauer said discussions about a potential new tagline for the town’s use began after last summer, when officials reinstated the practice of gifting beach bags containing mugs and other promotional items to new residents.

Dewey is a different place than it was 30 years ago, Bauer said, and it’s a good time to redefine its identity.

“There’s a uniqueness to us that makes us different,” Bauer said.

The plan calls for an email to be sent to residents and business owners informing them of a naming contest and soliciting their input for a new tagline. The committee would vote to determine the top five submissions, and then present the three entries with the highest votes to town commissioners for final approval.

The town plans to trademark the top three submissions, Bauer said.

The committee plans to present the top submissions to town commissioners for a vote at their March meeting. The top five entries would each receive a prize, and the winning entry would receive a grand prize; all prizes are yet to be determined.

Town Manager Bill Zolper said that information on the contest would be mailed to the town’s email list, be included in the town newsletter, and posted on the official Facebook page.

The tagline “Dewey Beach - A Way of Life” was trademarked by Harry Wilson, a licensed Realtor and owner of Dewey Vacation Rentals, and is not owned by the town. In the 1970s, Wilson used the tagline to create bumper stickers he sold at his shop, Dewey Beach Surf and Sport.