Well it's about time people stopped driving on the beach. If there is always an alternative the road will never be build, fixed up and maintained. Sometimes a few have to suffer in order to force change to rectify the situation.
People spend a lot of money to buy beachfront land, they buy it to have a nice, relaxing peaceful place to unwind and hotels maintain a nice beach for their guests to lay out on and for little kids to play on. It has been ridiculous how much traffic you can see streaming up and down the beach, scattering tourists, making noise and creating dust.
There is a designated roadway, it is time to all be civil and start using it instead of using other peoples private property as if it is a dirt track raceway.