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Queering the Redneck RivieraSexuality and the Rise of Florida Tourism$
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Jerry T. Watkins III

Print publication date: 2018

Print ISBN-13: 9780813056913

Published to Florida Scholarship Online: September 2018

DOI: 10.5744/florida/9780813056913.001.0001

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PRINTED FROM FLORIDA SCHOLARSHIP ONLINE (www.florida.universitypressscholarship.com). (c) Copyright University Press of Florida, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FLASO for personal use.date: 25 September 2021

Selling “The Sunshine State”

Selling “The Sunshine State”

(p.13) 1 Selling “The Sunshine State”
Queering the Redneck Riviera

Jerry T. Watkins III

University Press of Florida

In order to capitalize on local particularities, there was no single blueprint for selling Florida. “The Sunshine State” was both a descriptor of the weather and a hint at the imagined possibilities; but there was also a set of enforcement mechanisms that sought to maintain this hologram of paradise. This chapter lays bare the careful construction of Florida as a product to be sold on the increasingly competitive tourism market. This chapter examines both the image and the support/enforcement structure to show how “The Sunshine State” was deliberately crafted through promotion to outsiders, advice on good citizenship to residents, and selective enforcement of morality through agencies such as the John's Committee. “The Sunshine State” was a product, it was a destination, and it was a dream, but queer men and women were not welcome.

Keywords:   queer, “The Sunshine State”, Tourism, Promotion, Johns Committee

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