Welcome to Pablo Beach, “The World’s Finest Surf-Bathing Beach.”
A little history: Jacksonville Beach, where this mag is headquartered. Used to be called Ruby Beach. Then Pablo Beach.
It was 1886 when Ruby became Pablo–named so for the San Pablo River to the west that divides our little island from the mainland. The very posh (by 19th Century standards) Murray Hall Hotel beckoned travelers to Pablo Beach with its stately rooms, sulfur baths, billiards room, booze, and elevator(!). If that wasn’t enough to entice the the turn-of-the-century man/woman, the Murray Hill Hotel also made this bold claim about its chosen locale:
“The Finest Beach in the World!” with “Surf Bathing the Year Round!”
And what the h*** is surf bathing? Well, about a decade earlier, one of the world’s first surf writers, Mark Twain, travelled to Hawaii and scribbled the one of the first accounts of wave riding by a Westerner, writing after his first go at surfing:
“I tried surf-bathing once, subsequently, but made a failure of it. I got the board placed right, and at the right moment, too; but missed the connection myself. The board struck the shore in three-quarters of a second, without any cargo, and I struck the bottom about the same time, with a couple of barrels of water in me.”
We very much loved this phasing. So we made a tee shirt.