Irene Jameson, 90, SIC’s First Public Relations Person Dies Oct. 13

SEA ISLE CITY – In the early morning of Oct. 13, Irene Jameson, doyenne of all things Sea Isle City, passed away at age 90 after a brief illness. City Council met shortly after her death, and held a moment of silence for her with Council chair John Gibson noting, “Irene was beloved by all in Sea Isle and a true friend and sister to all.”
Jameson spent the first part of her career, which spanned many decades, as a Philadelphia School District teacher and publicist for the first 30 years. She then moved to Sea Isle City where she handled the municipality’s public affairs for 20 years. 
Fond accolades and reminisces multiplied in the hours after Jameson’s death. Mayor Leonard Desiderio told the Herald, “Dr. J, as I often referred to her, was a beautiful person who I have called for many years a ‘Sea Isle treasure.’ A treasure she was and she is someone who will be greatly missed by our community. She always promoted Sea Isle City in a positive manner. Dr. J was someone who could be counted on to help someone in need. She loved to have a good time, but also would voice her opinion and let elected officials know when she did not agree with them. She loved Sea Isle and we loved her.”
Gibson added, “Irene was a personal close friend and she generously shared daily her energy and good humor. Her innovative promotional talents placed Sea Isle on the map.” 
Council member John Divney shared, “Irene’s motivation was always based on what is best for Sea Isle, she was a great motivator, mentor and friend.”
During her career as public relations person extraordinaire for Sea Isle City, Jameson instituted what is now a highlight of the city’s calendar, the annual Polar Bear Plunge. She is known to have said each year that of all the things she ever did, developing the plunge was the most fun. 
The first plunge was held in 1995 and the modest aim at the time was to liven up the city and give people something to do in the middle of winter. The event kicked off with 25 hardy souls taking a plunge in the Arctic temperatures of the city’s Atlantic Ocean at 42nd beach. Another 100 spectators, not courageous enough to take the plunge but wanting to encourage those who did, stood on the beach and cheered on the small group. 
Fast forward to the 21st century when the town now expects about 2,500 people to plunge the icy waters, with 30,000 or so spectators. The Polar Bear Plunge has become a much-awaited capstone event to the party atmosphere prevailing in Sea Isle City over the three-day President’s weekend in February. 
Besides continuing to inspire the plunge, Jameson inaugurated another Polar Bear Plunge tradition which is to take the dip in costume. She dressed as a flapper and a beauty queen, among other garb, and gave her frequently quoted advice to “go in fast, go under, come out and never stand around in the sand without something on your feet because once the feet go, the entire body goes.”
She was known to train for the plunge by walking around in the winter in bare feet and taking cold showers in the week leading up to the plunge. She only stopped plunging in 2009 when she turned 83. Over the years, the costume contest has become a large and eagerly awaited part of the entire plunge weekend. Other plunge activities include the crowning of a king and queen, classical music by the Strathmere Chamber Ensemble and a 5K run. 
In 2011, Jameson self-published a book, “Memoirs of a Polar Bear Queen,” full of photos from every plunge, which she sold to benefit autism research. That same year, Jameson donned a costume, albeit one that stayed dry, of a white bikini, a coat, a wig and a crown, to sell and sign her book. 
To contact Camille Sailer, email csailer@cmcherald.com.