VERMILION — Shore Thing Vermilion is now open for the 2026 season at Main Street Beach, with daily hours from 11 a.m. to 5 p.m., weather permitting, from Memorial Day weekend through Labor Day.
The volunteer-run nonprofit also plans to open during select evening special events.
The season announcement comes with a look back at how Shore Thing grew from a small group of friends trying to care for Main Street Beach into a nonprofit organization with more than 50 volunteers.
From a Dinner Conversation to a Beachfront Mission
According to Shore Thing Vermilion, the organization began in 2011 during a dinner among friends Jennie McClendon, Reenie Rak, Gundula Houff and Larry Houff.
At the time, McClendon described Main Street Beach as “an orphan that needed care.” The group wanted to make the beach a place people would want to visit while also serving as ambassadors for Vermilion and sharing information about local businesses.
Volunteer Keith Smith came up with the Shore Thing name. The effort began as an LLC, with the original volunteers renting a small shed and hauling out a canopy each day to cover an ice cream cart.
That first year, the group kept the shed open seven days a week from noon to 6 p.m. from Memorial Day through Labor Day. Volunteers cleaned the beach daily, sold beverages, ice cream and snacks, rented chairs and umbrellas and donated proceeds to Vermilion in Bloom.
A Beach That Became a Destination
By 2012, the original four volunteers had grown to nine. By 2013, the group had expanded to 15 members.
That year, Dan Pryor and Keith Smith built a shed for the operation. The group also purchased a beach wheelchair for $2,800, using beach glass jewelry sales to help pay for it.
According to Shore Thing Vermilion, the wheelchair was paid for within a month through jewelry sales. The group also donated $500 to Vermilion in Bloom and $1,500 to the Great Lakes Historical Society.
Over the years, Shore Thing continued its mission of serving as “ambassadors for the city and stewards of the beach.” Volunteers maintained the concession stand, cleaned the beach and used revenue to contribute back to the community.
Linda Kunkle, a Shore Thing volunteer, said the change at Main Street Beach has been easy to see.
“Growing up in Vermilion, I seldom went to Main Street Beach. There was nothing special about it,” Kunkle said. “But now? Wow, what a difference Shore Thing Vermilion has made.”
Donations and improvements over the years included support for deck repairs, a water fountain, the Lighthouse Preservation Committee, Vermilion in Bloom, the Lake Erie Foundation and Fish Festival fireworks on the beach.
The group also purchased park benches, a handicapped picnic table for Wakefield Park, a Little Free Library, a doggie bag dispenser, wind-resistant umbrellas and Adirondack chairs.
Becoming a Nonprofit
On June 1, 2018, Shore Thing dissolved as a business and became a program of Main Street Vermilion. The move allowed the group to operate as a nonprofit under the Main Street umbrella.
In 2022, the City of Vermilion began construction of a new building at Main Street Beach that included long-needed public restrooms and space for Shore Thing. The group moved into its new concession stand for the 2023 season, and its old shed was donated to the city pool.
That same year, Shore Thing Vermilion also became an independent 501(c)(3) nonprofit organization.
The 2025 season brought another milestone, with Shore Thing open daily from 11 a.m. to 5 p.m., weather permitting, from Memorial Day weekend through Labor Day. The group also opened during evening special events.
That summer, Main Street Beach saw a new patio from Vermilion in Bloom, along with four heavy-duty picnic tables donated by Shore Thing Vermilion. Other donations were made to Vermilion in Bloom, Ritter Public Library’s Little Free Fridge and the fish sculpture for Showse Park.
Volunteers Continue the Work
Today, Shore Thing Vermilion has more than 50 volunteers and remains active at Main Street Beach. The group sells ice cream, beverages, snacks and beach glass jewelry while continuing to clean the beach each day.
Volunteers also provide information about Vermilion businesses to visitors from around the world.
Shore Thing Vermilion is led by president Robbie Brown and vice president Sue Richards. The organization is a 501(c)(3) nonprofit, non-political organization and is a member of both the Vermilion Chamber of Commerce and Main Street Vermilion.
For Monica Shaffer, volunteering with Shore Thing is also a way to represent the community.
“I love volunteering for Shore Thing Vermilion because I feel like I’m an ambassador for our little city,” Shaffer said.
Mary Hoholski, a Shore Thing volunteer who helps manage the group’s Facebook page, said the beach remains one of Vermilion’s special places.
“Come, let us show you our beautiful treasure,” Hoholski said. “You won’t regret it.”