Will the winner of the state's first "Best Beach" contest - to be revealed May 22 at a news conference heralding Memorial Day weekend - rekindle that old North Jersey-South Jersey rivalry?

Is one of the soft-sanded strands favored by Philadelphia-area visitors in Atlantic or Cape May County the "it" beach of 2008?

Could Asbury Park, in Monmouth County, have rallied the north's Springsteen faithful and blown away the competition?

Or did a town on Ocean County's Long Beach Island - the Shore's DMZ, where carpetbaggers from New York serve as a buffer between Jersey's geographical factions - trump them all?

"All I can say at this point is that the survey certainly inspired a lot of enthusiasm and passion," said Marsha Samuel, a consortium spokeswoman.

"It'll be interesting to see how it all turns out," said Vito Marcucci, who operates Vito's Pizza in Asbury Park.

Voters could choose from more than 60 communities along the state's 127-mile coast, and, "naturally, we think our beaches are better up here," Marcucci said.

"But somebody down south has a different point of view," he conceded. "It's like the Giants vs. the Eagles thing - and we all know how that turned out this year."

If tourism dollars are any gauge, South Jersey has the clear advantage. Of the state's $38 billion in annual tourism revenue, Ocean and Monmouth Counties account for about $5.1 billion. Atlantic and Cape May Counties generate about $18 billion.

"Previous Shore experiences and memories" played a big role in how people filled out a survey, said Michele Gillian, executive director of the Ocean City Regional Chamber of Commerce.

"Many people who come here are second- and third-generation visitors who are now bringing their own children," she said. "And that inspires loyalty."

Not leaving anything to chance, however, Gillian's group mounted an Ocean City get-out-the-vote campaign.

"We made sure our members were aware of the contest so they could tell their employees and their customers about it," Gillian said.

In all, Samuel said, "several thousand" beach partisans spoke their minds through online ballots and at Shore voting events from February through April.

Their responses will determine New Jersey's best beach in each of four categories - tourism, family vacation, events and ecotourism - as well as the very best beach, the Miss America of New Jersey's ocean resorts.

An annual national beaches survey by Dr. Beach, an environmental group at Florida International University, inspired Stewart Farrell, a professor of marine science at Richard Stockton College of New Jersey in Pomona, to devise the Shore's contest, Samuel said. Wildwood, with its ever-widening strands, made Dr. Beach's list several times in the 1990s.

New Jersey respondents were asked to base their choice on several characteristics, including water quality, access and general aesthetics.

"The idea is to promote pride and stewardship of what is one of New Jersey's greatest assets, and help generate excitement about the beaches for the upcoming season among residents and visitors," Samuel said.

Most beach towns want the crown. They want it bad.

"Every time we win one of these, it's like getting an Oscar," said Diane Wieland, Cape May County's director of tourism. "It's the seal of approval that tells people this is a special place."

Wieland is still walking proud after USA Today and Frommer's recently named the county's beach towns among the nation's top travel destinations, putting them in the company of past picks such as Yosemite and Grand Teton.

"I'm 4-foot-11, but I feel 6 feet tall after the Frommer's award," Wieland said.

Barbara Steele, director of Ocean County's department of public affairs, wouldn't mind the title, either.

"But I'm not going to cry if we don't come out No. 1," she said. "I think the survey is good because it gets people thinking about the product that you have to offer."

Steele said Ocean County's offerings typified the diverse experiences that New Jersey offered.

"Our three beach areas are so radically different," she said. "Point Pleasant is for people with kids in strollers who want to go on the rides. Seaside is a nightlife, rollicking kind of place. And Long Beach Island offers a more quiet, unique experience."

Until May 22, Steele and Wieland said, they will be thinking about how their advertising could capitalize on a victory.

"You always need to use any sort of accolade like this to your best advantage," Steele said.

Cape May County would definitely use a "best beach" award in its promotions in Canada, Wieland said. Taking advantage of their strong dollar, visitors from the Great White North have been a boon to towns such as Wildwood in recent years.

"With gas prices and the state of the economy, we really do need to market as far and as wide as we can," Wieland said. "In many ways, the Canadian market saved our season last summer and will likely help out this summer, too."

And if no place in Cape May County wins bragging rights and the commemorative sign that celebrates the top honor?

"We would just totally ignore the results," Wieland said, laughing.