"Welcome to Our Ocean"

Gus' Baths (later the Lido Pools) was a saltwater pool complex located on the ocean at the east end of Worth Avenue. A Danish immigrant, Gus Jordahn, opened the business in 1910- this picture was snapped in 1915- one of the earliest in existence.  According to M.M. Cloutier, swimmers payed daily, weekly or monthly dues for use of the pools, picnic facilities and access to the ocean via a tunnel. Jordahn later added a 920 foot pier. Cloutier has an excellent write-up here.

Ohio tourists on their Winter holiday pose amid the conch shells (five cents each,) sea fans, coral and cloth pennants featuring Gus' famous "Welcome to Our Ocean" slogan. This picture has it all- smartly attired vacationers, a sullen pre-teen dutifully holding on to one end of the pennant and a man who is probably a lifeguard- one of Gus' fabled "Cowboys of the Sea"- in attendance.

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