![]() ![]() These photos were shot toward the end of the Atlantic City heyday that began in the early 20th century and waned as tourists moved on to other destinations. People mobbed a Heinz 57 specialty store that was apparently trying to live up to its “ 57 varieties” slogan.Īlso notable is the sheer prevalence of senior citizens, many of whom went out in the summertime sun wearing suits and dresses, as if they were going to a formal event rather than a day at the shore. And you’ll see boardwalk attractions that were very much of their time: one booth charged people 15 cents (about $3 today) to have their blood pressure taken. You’ll see women wearing bathing caps into the ocean to protect their hairdos, as was common in those days. You’ll see the crowds at night flocking to the legendary Steel Pier amusement park, while others enjoy fine dining in a grand hotel. In these pictures you’ll see the 1940 Miss America, Frances Burke, who had been crowned the year before at Atlantic City’s Convention Hall, posing with her sash on the beach. In 1941 legendary LIFE photographer Alfred Eisenstaedt went to Atlantic City and chronicled the bustling activity and amusements of the beach town at its peak.
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