The city is looking for someone to run its new Beach Crawl — a colourful would-be event to show people you can swim at Hamilton's beaches without "coming out glowing in the dark."

When you go down there, it's as if Jaws is swimming around because no one's taking advantage of it. - Sam Merulla, Ward 4 councillor

Officials will issue a request for proposals for someone to run the new crawl this year. The plan is for six "beach days" with music, art, food trucks and hula hoop contests.

"My vision of this has always been for it to be similar to Supercrawl," said Sam Merulla, Ward 4 councillor, who dreamed up the idea.

The goal, he said, is to promote Hamilton's Lake Ontario beaches and show the water is safe.

"Born and raised here my whole life, I was told you should never swim in any water around the city — that there was some sort of Loch Ness Monster in there, and you'd come out glowing in the dark," Merulla said.

Bayfront Beach is closed indefinitely, and the effort to improve swimming conditions has lasted generations. But Lake Ontario beaches are fine, Merulla said.

You can swim in there all you want. - Sam Merulla

"When you go down there, it's as if Jaws is swimming around because no one's taking advantage of it," he said.

"You can swim in there all you want."

City council's general issues committee voted Wednesday to look for a private operator. A staff report suggested other options, but most would cost public money.

One option proposed an awareness program and six Saturday "beach days" this year. Potential programming includes sand castle building and volleyball games, the report says. But it'd cost at least $6,750.

City council will vote next week to finalize the search for a private organizer. Merulla said there's already interest.

"We want people to put in their bids and see where this heads."

samantha.craggs@cbc.ca | @SamCraggsCBC