This is a fairly unusual composition for American postcards. While the image is common, what stands out is the attention paid to the photographer by the people in the near foreground. Rather than a candid photo with their faces turned away, they are posed for the photographer’s benefit.
This card marked the last one before the journey proceeded to Green Bay. The beach is not otherwise identified, as there is no description on the back. The black markings across the upper half are the result of mechanical cancellation.
Both the bathing suits and the postmark identify this in time, and the date is June 1939.