As urban legend has it, a man named David Bradley owned a confectionary stand on the Atlantic City boardwalk, at the turn of the 20th century.
Bradley’s marketing ploy worked—driving fellow Atlantic City taffy-makers, James Candy Company and Fralinger’s, to rebrand their product as well. “Salt water” taffy and the health of the tourist-reliant Jersey shore economy have been inextricable since. “People used to take a train down to Atlantic City. But then the mentality was ‘I have a car, I can go to the mountains or I can go to a lake,’” says Glaser. Other beach communities that were previously not accessible by mass transit grew to new prominence, and Atlantic City lost its unique appeal. The economy slowed for two decades until the city found a new way to distinguish itself—as a hub for gambling.
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