Celebrating a dry Fourth, Ocean City style

Ocean City has many fine holiday moments, but it is on the Fourth of July that the island truly shines. It’s more than a day off from work or a seashore getaway. Independence Day in America’s Greatest Family Resort is very big deal indeed.
With old-fashioned bike parades, beaches dotted with colorful umbrellas, family barbeques, a brilliant fireworks extravaganza and a festive evening of fun, the red, white and blue Fourth of July is a family tradition. A slice of seaside Americana, it’s the highlight of the summer, part of what makes Ocean City a popular family vacation destination.
I’ve never been anywhere but Ocean City for the holiday, and I didn’t realize how important it was until my son couldn’t be at the shore on the Fourth of July a few years ago. In his heart, he was missing more than a fun day at the beach; he was missing a big family holiday. It was almost as lonely as missing Christmas. They don’t celebrate Independence Day quite the same anywhere else; they sure don’t have fireworks on the beach.
Ocean City wouldn’t be what it is without families and traditions. We attract families because we are a safe family-oriented community. Founded in 1879, the island has grown far beyond the wildest imagination of the town’s founders, Methodist ministers who chose the island as a suitable spot to establish a religious retreat and camp meeting.
The founders deemed that the sale of alcohol would not be permitted, and by city ordinance, the alcohol ban remains in effect more than a century later. Ocean City is one of only 39 “dry towns” in New Jersey, one of four in Cape May County.
On the other hand, it is one of many municipalities looking for elusive “revenue enhancement” as they battle the escalating costs of balancing a budget.
Take Moorestown. The quaint town with Quaker roots and a picturesque Main Street was voted one of the best places to live in America last year. This year, it’s altogether a different story in the historic small town.
Tempted by the sky-high prices garnered by liquor-licenses in neighboring communities, Moorestown officials are circulating petitions that would allow a referendum in November to decide whether to deep-six the town’s nearly century-old dry status and allow the sale of alcohol.
If enough residents sign the petition, Moorestown will roll the dice. By allowing the sale of alcohol, they will join a growing list of South Jersey towns focusing on liquor licenses as a way to raise money, encourage economic development or placate the citizenry with enhanced services and facilities.
The pressure is on. Cherry Hill broke a state record – and possibly a national record – when a liquor license sold for $1.5 million last year. Two more have sold for the same price since. It is bandied about that Moorestown officials might set an opening bid as much as $1 million.
There are two kinds of liquor licenses a municipality can issue in New Jersey – distribution, for stores that sell alcoholic beverages, and consumption, for restaurants and bars. The number of licenses a municipality can issue is determined by population. Moorestown is interested in consumption licenses and would qualify for as many as six. Think of what that might mean for the bottom line. Moorestown is looking for high-end eateries, possibly a Ruth’s Chris Steakhouse. Any restaurant with a liquor license would provide revenue, subsidizing others while easing the municipal tax burden.
If the referendum passes, Moorestown officials don’t expect the liquor licenses will be snapped up by local eateries due to the exorbitant cost. Chains most likely will grab them.
The issue hits a little too close to home if you ask me. Consider the comparison. Both Ocean City, rated “The Best Family Beach in America” and Moorestown, voted the “The Best Place to Live in America” have deeply religious roots and a century old tradition of being alcohol free. Both face budgetary conundrums. Could Ocean City be the next town to face the threat of a repeal of the revered ban on alcohol? It’s more possible than you might think.
Consider Lumberton, recently opening bidding at $750,000 for its fourth consumption license. The hope is to attract a family-restaurant chain and redevelop the Route 38 corridor. Last month, the Woolwich Township Committee authorized public bidding for a liquor-store license starting at $450,000. Last year, a consumption license fetched the same.
“We used that to offset a major tax increase,” said township administrator Jack Lipsett.
The Washington Township Council recently approved opening bids of $600,000 for a distribution license and $550,000 for a consumption license. The council also narrowly approved alcoholic beverages to be sold in supermarkets if they have a license.
“The money generated by the licenses is used for tax relief,” said Mayor Paul Moriarty.
Merchantville and Audubon have given in. Audubon has sold two consumption licenses and one distribution license. The revenue is helping the community pay for recreational needs.
For some, the ban on the sale of alcohol in Ocean City is an archaic ruling instituted by religious nuts from a distant century. They argue that the city’s restaurants will never succeed, never make it without the sale of alcohol, or at the very least the ability to allow customers to “brown bag” or BYOB.
Others, mostly the old timers like me, understand that the Christian values that formed the base of the island’s structure are so deeply rooted in the ban on alcohol, that the foundation could easily fall apart without it. The jump-start on Prohibition by our founding fathers was a brilliant move. Keeping the booze hounds at bay has been remarkably successful at preserving the town’s family atmosphere. People drink here alright, but not out in the open and that’s what makes the difference. Drive through Sea Isle or Wildwood and you’ll see what I mean.
“To sell liquor in this town would be a huge mistake,” said city public relations director, Mark Soifer. “Absolutely no good can come from it.”
Soifer said the city’s image is tied to its family-friendly origins.
“That’s a big selling point for us,” said Soifer, a veteran of 35 years serving the public. “For Ocean City, it would be foolish to change what we’ve been doing. People come here because they like the family atmosphere. It sets a nice tone for the town. It’s a big selling point for a family to know that when they come here there won’t be a bunch of drunk guys walking down the street. Wildwood has bars and a Boardwalk, and if someone needs to have both they can go to Wildwood. Ocean City doesn’t need that and never has needed that. Ocean City was not designed for those people.
“If you’re in Ocean City and you want to drink, you go to Somers Point,” said Soifer. “No one is saying that you can’t. You can go across the bridge and buy it, and bring it back. Some of the restaurants feel that they should be able to sell it or allow brown bagging. I think the restaurants have been doing an excellent job or presenting themselves in a new light and they ought to offer specials, new menus and promotions to encourage new business. You can interest people without bringing in alcohol. I cannot see liquor stores in this town. A lot of the reason the restaurants have had problems is the dwindling year-round population, and alcohol is not going to help that. If we allow alcohol, we completely lose our personality.”
Soifer said the “brown bagging” would only invite problems.
“We open ourselves up to legal battles,” he said. “I think we must be very careful about that. If you open the door, it’s a problem. It’s a slippery slope. You must be very careful before you allow any alcohol in this town. If it is challenged in court, if we make one mistake, and we lose that unique feature of being a dry town, we’re in very big trouble. You could ruin the personality of this town.
“I don’t drink and I don’t understand why people like it,” Soifer added. “That’s just me. I have nothing against alcohol in moderation.”
Mayor Sal Perillo said he doesn’t think alcohol is in the cards.
“I don’t see it happening in Ocean City,” said Perillo. “We have a 100-plus year tradition of not having alcohol and that makes us unique. The number of liquor licenses is based on population. Even if it were to pass, very few could be sold. It would be counterproductive. The few who did have a license would have a huge advantage. This would not be my idea of a productive revenue enhancer.”
Perillo said the newly-formed restaurant task force was not considering a repeal of the alcohol ban. I certainly hope not.
The future holds many challenges for our seaside home, and one of the biggest is how to pay for all of the services we often take for granted but have come to rely on. We want the best fire and police protection, the finest schools, major infrastructure improvement, clean streets and beaches and a safe Boardwalk. Services mean people and they cost money.
We want it all but balk when the bill comes due. As you celebrate the founding of our nation this week, consider the founding of our city. Tradition is important. The tax man cometh - imagine if we sold our soul to help pay our bills. Other communities have.
Towns all around us are caving. It’s no longer a question of keeping up with the times and enhancing the restaurants. It’s now about enhancing revenue – alcohol or a tax increase. Sooner or later the question is going to land at our doorstep. Is “revenue enhancement” worth losing everything we hold dear?

Ann Richardson can be e-mailed or you can comment on this story by calling 624-8900, ext. 250, or visit Speak Out.