The event was so successful that "The Businessmen's League" planned to repeat it the following year as a beauty pageant or a "bather's revue" (to capitalize on the popularity of newspaper-based beauty contests that used photo submissions). The event was scheduled to take place the week-end following Labor Day, to encourage summer visitors to stay in Atlantic City. Thus, "newspapers as far west as Pittsburgh and as far south as Washington, D.C., were asked to sponsor local beauty contests. The winners would participate in the Atlantic City contest. If the local newspaper would pay for the winner's wardrobe, the Atlantic City Businessmen's League would pay for the contestant's travel to compete in the Inter-City Beauty Contest." Herb Test, a "newspaperman", coined the term for the winner: "Miss America." On September 8, 1921, 100,000 people gathered at the Boardwalk to watch the contestants from Washington, D.C., Pittsburgh, Harrisburg, Ocean City, Camden, Newark, New York City, and Philadelphia. The 16-year-old winner from Washington, D.C., Margaret Gorman, was crowned the "Golden Mermaid" and won $100.