Salisbury Beach, Massachusetts: The Rise and Fall of a Beach Resort

Sandwiched between the Merrimack River and the north shore's Great Marsh, the small town of Salisbury, MA was incorporated in 1640. For over 200 years it remained a sleepy village with it's primary industries being farming, fishing and boat building. Then, in 1866, a road was built across the Great Marsh providing easy access to five miles of pristine, unbroken barrier beach. This access would forever change the course of Salisbury's history.

With the rise of industrialization, the late 1800's brought a new age of prosperity to many. With prosperity came an increase in leisure time especially for the rapidly growing middle class. Looking for new ways to fill their free time, people began flocking to the seashore. The tourism industry took root at Salisbury Beach and would remain the new primary source of income for the next century.

Salisbury Beach grew in favor as a mecca for vacationers through the turn of the century. The early 1900's were the most glamorous years for Salisbury. Opulent hotels like the Hotels Cushing and Newark lined the boardwalk. They boasted electricity and hot and running water which were rare amenities in those days. The Ocean Echo, built in 1916, had a pavilion built bigger than an acre that overlooked the surf.

Many of the hotels of the day had fine restaurants, ballrooms and even theaters attached so vacationers had many choices of activities after the sun went down. Amusements sprung up around the boardwalk to entertain the young and the young-at-heart, as well. A hand-carved carousel was created by Charles Loof and installed at the beach in 1889. Loof was famous for creating the first carousel at Coney Island and "The Broadway Flying Horses" ride was built in that same style with ornate and elaborate carving.

The amusement park theme grew as more rides and attractions were added over the years. World famous roller coaster designer John Miller created the first roller coaster at Salisbury Beach. The Sky Rocket delighted families for many years, along with later coasters like the PTC Wildcat and Comet. The Wildcat rose over the beach until it was razed in 1976.

1920 saw the birth of the bumper car ride with a new invention by Max Stoehrer called the Dodgem. He saw how enthralled Americans were with the new motor cars and came up with a way to bring the thrill of driving to the masses. The very first installation of the Dodgem ride was at the corner of Driftway and Ocean Front North in Salisbury Beach with 10 homemade, experimental cars. This original Dodgem ride would operate for over 50 years before closing in 1975.

Numerous fires throughout the early part of the century destroyed most of the fine hotels. The Ocean Echo burned down in 1920 but was later rebuilt and stayed open until 1937. Later it became the site of the popular Frolics dance club, a hotspot for many years.

From the 30's right through the 60's, Salisbury Beach remained a favorite vacation spot for families. Many famous entertainers were showcased at the beach in those years including such big names as Glen Miller, Ella Fitzgerald, Louis Armstrong, Frank Sinatra, and Liberace. Arcades sprang up at every corner with all the latest games of the day from skeeball to pinball machines.

Unfortunately, the economic downswings in the later part of the century took their toll on Salisbury. Little remains of the original resort. Willey's Candy is still there serving delicious homemade candies and ice cream. It's remained a family-owned and operated business since opening in 1913. There's a couple arcades still running, albeit quite rundown from what they once were. Small seaside bars like Bevie B's and The Sands still feature live entertainment but no longer draw the big name stars. Pirate's Fun Park was the last of the small amusement parks to remain at the beach and it closed completely in 2004 to make way for condominiums.

The town is developing plans to revitalize the beach area. The plan's vision includes more condominiums, upscale boutiques, and fine restaurants. Town planners are working with state agencies to find ways of restoring or rebuilding sand dunes lost in the severe coastal storms of recent years. The hope is to bring more year-round residents while still attracting vacationing families to the area. It remains to be seen whether or not Salisbury Beach will rise again but we can sure it will never again have the same atmosphere that thousands once enjoyed.