The Florida Suncoast is a marketing name for the west-central peninsular Florida coastal area, also sometimes known as Florida's Beach. The region contains more than twenty miles of Gulf of Mexico beaches and many sunny days from early December through May. The area has traditionally been associated with a large population of midwestern retirees—often called "snow birds" — from northern states who relocate to the Sun Belt during the winter months. The phrase was coined in 1952 by St. Petersburg, Florida, mayor Samuel G. Johnson.