Myrtle Beach is one of the great tourist beach towns that dot the East Coast, and it has only become more popular since it was written about in LIFE magazine in 1952. Back then the magazine estimated the local population to be about 6,000 people, whereas today it can seem as if Myrtle Beach has nearly that many holes of golf available for play.
But in 1952, as a resort destination on the rise, Myrtle Beach was looking for attention-getting ways to open up its beach season. Before that year the town had kicked off festivities with a beauty pageant. Then in ’52 Myrtle Beach decided to stage “Bathing Suit Day,” and the rules were simple: Wear a bathing suit, or go to jail.
Although the word “jail” is being used loosely—no one was actually doing hard time, as the photos from LIFE staff photographer Robert W. Kelley attest. And while the town had officially moved on from a beauty pageant, the event still managed to include a batallion of young women in swimsuits.
Here’s how LIFE described the workings of Bathing Suit Day in its June 23, 1952 issue:
“Everyone in town and every visitor would have to wear beach attire from 6 a.m. until noon under pain of fine or imprisonment in an impromptu stockade. Three businessmen served as judges, 32 town ladies acted as attire inspectors, and convict suits were borrowed from the superintendent of county prisoners—who himself was thrown in jail and made to wear one when he came to Myrtle Beach in ordinary garb to see whether the suits have arrived.”
The day went well, and the weekend also included a parade and contests on the beach. LIFE reported that $650 in fines were levied to those not in swimwear, with the proceeds going toward the construction of a new hospital, and that the 1952 vacation season at Myrtle Beach “had opened with the biggest attendance ever.”
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day’ in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Patrolman Charles Edmonson on duty during ‘bathing suit day’ at Myrtle Beach, 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
A violator of the “must wear a swimsuit” rules and a law-abiding dog left the impromptu jail set up during Bathing Suit Day in Myrtle Beach, South Carolina, 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
One of the enforcement offices for Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Men buried women in sand for a contest held on Bathing Suit Day in Myrtle Beach, South Carolina, 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing suit day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing suit day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
Bathing Suit Day in Myrtle Beach, South Carolina, June 1952.
Robert W. KelleyLife Picture Collection/Shutterstock
