When Myrtle Beach Had a “Swimsuit or Jail” Policy

Myrtle Beach is one of the largest tourist beach towns that grace the East Coast, and it has become even more popular since it was featured in LIFE magazine in 1952. At the time, the magazine estimated the local population at about 6,000, while today it would seem that Myrtle Beach has almost as many golf holes available for play.

But in 1952, as a growing resort, Myrtle Beach was looking for ways to attract attention to kick off the beach season. The city kicked off the festivities with a beauty pageant the year before. Then in 1952, Myrtle Beach decided to hold a “Swimsuit Day,” and the rules were simple: wear a swimsuit or go to jail.

Although the word “jail” is used loosely—no one was actually serving a long sentence, as LIFE staff photographer Robert W. Kelley’s photos attest. And although the city has officially moved away from the pageant, the event still featured a battalion of young women in swimsuits.

Here’s how LIFE magazine described Swimsuit Day celebrations in its June 23, 1952 issue:

“Everyone in town and every visitor was required to wear a beach suit from 6 a.m. to noon, or face a fine or imprisonment in a makeshift jail. Three businessmen served as judges, 32 city ladies served as dress inspectors, and the convicts’ suits were borrowed from the county jailer—who himself had been thrown into jail and forced to wear one when he came to Myrtle Beach in street clothes to see if the suits had arrived.”

The day went well, and the weekend also included a parade and beach contests. LIFE reported that $650 in fines were levied against those not wearing swimsuits, with the proceeds going to a new hospital, and the 1952 vacation season in Myrtle Beach “got off to the best start in history.”

Swimsuit 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

Officer Charles Edmonson on duty during “swimsuit day” in Myrtle Beach, 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

Swimsuit Day in Myrtle Beach, South Carolina, June 1952

Robert W. KelleyLife Picture Collection/Shutterstock

A “swimsuit rule violator” and a law-abiding dog escape from a makeshift prison set up during Swimsuit Day in Myrtle Beach, South Carolina, in 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

One of the offices overseeing enforcement of Swimsuit Day rules in Myrtle Beach, South Carolina, June 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

Men buried women in the sand for a contest held on Swimsuit Day in Myrtle Beach, South Carolina, in 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

Swimsuit Day in Myrtle Beach, South Carolina, June 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

Swimsuit Day in Myrtle Beach, South Carolina, June 1952

Robert W. KelleyLife Picture Collection/Shutterstock

Swimsuit Day in Myrtle Beach, South Carolina, June 1952.

Robert W. KelleyLife Picture Collection/Shutterstock

Swimsuit Day in Myrtle Beach, South Carolina, June 1952

Robert W. KelleyLife Picture Collection/Shutterstock