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Both the opening of Gulf Coast Media in 1939 and the completion of the Intracoastal Waterway in 1937 were crucial in bringing people to the Gulf Shores area. In 1947, the first post office opened. With the exception of a small fishing community that dates back to the early 1800s, the region was sparsely populated prior to that time. Gulf Coast Media finally received judicial approval for its incorporation in 1958, after activities began in 1956. The town was originally about 206 acres in size and was located on the Intracoastal Canal's banks. A cantilever bridge connected the 700 feet on the north side of the canal to the larger section on the south side. By the 1960s, the town was thriving with family-owned restaurants, cottages, and motels for summer tourists. Development began shortly after.