The nation's first Boardwalk is cleaning up its act.
Atlantic City has taken down dozens of signs from its Boardwalk that were either old, out-of-date, confusing to visitors or just plain ugly.
It's part of a campaign to spruce up the Boardwalk as Atlantic City fights off competition from neighboring states, including a new casino that opened Thursday in Philadelphia.
Don Guardian, head of the city's Special Improvement District, told The Press of Atlantic City the Boardwalk had so many signs it was starting to look like a hockey rink.
Most of the signs were put up by the city over the years, but others were put up without permission by residents or community groups.
Some reminded visitors not to feed the seagulls, some were bleached by the sun to the point of uselessness, and still others raised more questions than answers.
"There would be a sign that said, 'No picnicking' but there was no indication if that was for the beach or the Boardwalk,'' Guardian said.
Some of the more than 100 signs targeted for removal will be replaced with better-looking, more informative ones, specific to the beach or the Boardwalk.
"I liken it to a hotel,'' said Ken Calemmo, a member of a mayoral task force charged with improving cleanliness and safety on the Boardwalk. "It's nice to get a little chocolate on your bed. Our goal is just to take a lot of little steps along the way to make a more enjoyable day for the visitor.''