The area has long been inhabited, but like other of Florida's vernacular regions, a popular identity for the area did not emerge until the area saw its initial population boom in the 20th century. It is one of several "coast" regions in Florida, like the Gold Coast and the First Coast. The term was coined by John J. Schumann Jr. and Harry J. Schultz of the "Vero Beach Press Journal" newspaper shortly after salvagers began recovering Spanish treasure off the coast in 1961. The discovery of treasure from the 1715 Treasure Fleet, lost in a hurricane near the Sebastian Inlet, was of major local importance and brought international attention to the area. "Press Journal" publisher Shumann and editor Schultz noted that there was no name for their area, which was between the well known Gold Coast (Palm Beach to Miami to the south) and the Space Coast (Brevard County to the north). They started referring to their region as the "Treasure Coast" in the newspaper, and this use spread to the community.