Miss America pageant headed back to Atlantic City
Friday, February 15, 2013
ATLANTIC CITY, N.J. (AP) — The prodigal son, who broke everyone’s heart by leaving, only to be welcomed back with open arms, has gotten all the attention throughout history.
But he never wore a glittery crown, had the pageant wave down, or wore funky shoes.
Miss America, Atlantic City’s own prodigal daughter, is coming home after a six-year fling in Las Vegas. And the pageant that became synonymous with the New Jersey seaside resort, is being assured all is forgiven.
“It was always my dream that this would return here,” said Art McMaster, president and CEO of the Miss America organization. “Sadly, this organization went west for a while. That sadness is over. We are back to the city where the Miss America pageant began, where the Miss America pageant was raised, and where the Miss America pageant belongs.”
Atlantic County Executive Dennis Levinson, who worked with Gov. Chris Christie’s office to entice the pageant, said having Miss America anywhere but Atlantic City just felt wrong.
“Can anyone separate the Mummer’s Parade from Philadelphia, or the Rose Bowl from Pasadena?” he asked. “Miss America is Atlantic City, and she’s coming home.”
New Jersey’s lieutenant governor, Kim Guadagno, made the official announcement Thursday morning inside Boardwalk Hall, the historic arena in which the pageant will take place during yet-undetermined dates in September. She said Atlantic City and the pageant have a handshake agreement to move back here for at least three years, but said final details have yet to be ironed out.
One thing is for sure, though: the contestants will don elaborate footwear and participate in the traditional Boardwalk parade, in which spectators yell out “Show us your shoes!”
Guadagno said no taxpayer money will be used as part of the incentives being offered to lure the pageant back to New Jersey. Liza Cartmell, president of the Atlantic City Alliance, said her casino-funded group is among those providing financial incentives, but would not say how much it might contribute. She said individual casinos are contributing as well, and the Casino Reinvestment Development Authority could use some of the funds casinos are obligated to pay to it for Miss America-related purposes.
Guadagno and Cartmell both said the return of the pageant is expected to generate at least $30 million in economic activity for Atlantic City and the surrounding region. But the psychological boost, and the free publicity of having the national broadcast set in Atlantic City, is priceless, they added. Cartmell said 6,000 to 7,000 people associated with the pageant will need hotel rooms, meals and other expenditures during their time in Atlantic City.
“We will be showcasing all the attractions we have in Atlantic City,” Cartmell said. The pageant contestants “will be climbing the lighthouse, they’ll go to Gardner’s Basin, they may go dolphin-watching — all the fun things people do when they come to Atlantic City. The amount of free media for us is great.”
The Miss America pageant left Atlantic City in 2006 after deciding it was just too expensive to stage its production there. It went to Las Vegas, where the current Miss America, Mallory Hagan, was crowned last month at the Planet Hollywood Resort & Casino. Hagan will have her reign cut short when the pageant is broadcast in September, but will be paid for the full year, pageant officials said.
The move to Las Vegas came amid sliding TV ratings for the pageant, as it tried to interest a younger demographic and incorporating elements of reality television programming.
McMaster said the content of the show is still being worked on.
The Miss America pageant started as little more than a bathing suit revue. It broke viewership records in its heyday and bills itself as one of the world’s largest scholarship programs for women. But, like other pageants, it has struggled to stay relevant as national attitudes regarding women’s rights have changed.
The contest originated in 1920 as the Fall Frolic, which became the Inter-City Beauty Contest the following year. In 1921, a high school junior named Margaret Gorman was one of approximately 1,000 entrants in a photo contest held by the Washington Herald. She was chosen as the first Miss Washington, D.C., and her prize was a trip to Atlantic City, where she won the top prize: the Golden Mermaid Trophy.
The next year, Gorman was expected to defend her title. But when the Washington Herald selected a new Miss Washington, D.C., Atlantic City pageant officials didn’t know what new title to award Gorman. Since both titles she won in 1921 — Inter-City Beauty, Amateur and The Most Beautiful Bathing Girl in America — were considered somewhat awkward, it was decided to call her Miss America.
The pageant was conceived by the Businessmen’s League of Atlantic City as a way to extend the summer tourism season in Atlantic City for another week, being held the weekend after Labor Day weekend, when temperatures were generally still warm.
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