Dewey Beach launches tagline contest

Dewey Beach has launched a contest seeking a new town tagline, with a 2023 seasonal parking permit valued at $250 going to the winning entry.

Commissioners voted unanimously Feb. 17 to approve the campaign as recommended by the marketing committee Jan. 10.

In introducing the contest, Commissioner Paul Bauer said the town’s tagline, “Dewey Beach – A Way of Life,” is owned by a private citizen and the town would have to pay royalties for its use on merchandise.

That tagline was trademarked by licensed Realtor Harry Wilson, owner of Dewey Vacation Rentals and former owner of Dewey Beach Surf and Sport. 

Bauer said the idea for a new tagline arose when the town started bringing gift bags containing Dewey merchandise to new residents and wanted to include a tagline on the items.

“We’re not here to try to make money on this thing,” Bauer said, referencing a blast email sent by former Commissioner David Moskowitz, who stated that the town was preparing to compete against local businesses by getting a new slogan to sell town merchandise.

“The goal isn't for us to become a marketing organization,” Bauer said. 

Mayor Bill Stevens said the town is not trying to compete with businesses and make money; rather, the town is trying to give businesses an opportunity to also use the tagline.

“The intention was never to prohibit town businesses from using this tagline,” Stevens said. “It enables them to use the tagline.”

If a tagline is adopted, it will be trademarked and be available for businesses to use on merchandise without paying a fee to the town, Stevens said.

Commissioner Gary Persinger said it is not the function of municipal government to sell souvenirs on a routine basis. The town could sell a limited number of products, Persinger said, but he did not want to see the town routinely selling coffee mugs.

“I don't want to see a souvenir shop set up in the new town hall,” he said.

Stevens said he agreed, and did not want to compete with town businesses. However, if the town wanted to put “A Way of Life'' on a tote bag, it couldn't do so without paying a royalty, he said.

The contest is open to visitors, residents, property and business owners; entries are due by midnight, Tuesday, March 14. 

The marketing committee will review submissions and submit favored entries to commissioners for approval. Runners-up will receive a Dewey Beach-branded gift.

To enter, go to townofdeweybeach.com/DeweyBeachTagline.