Bear Lake's "Nude Beach" isn't.
Turns out that large sign on Garden City's South Bear Lake Boulevard inviting skinny-dippers and voyeurs alike to "Experience a Nude Beach Today" isn't advertising an in-the-raw retreat.
It's just a marketing tease touting a dessert at the Bear Lake Pizza Factory.
The eatery's owner, Bill England, and son Clint were experimenting in the kitchen one day back in 2003 when they realized their concoction - melding melted caramel, brown sugar and marshmallows with Snickers bars - resembled an earth-toned beach.
Ah, the "Nude Beach" was born.
But the dessert pizza didn't catch on until this summer when waitress Katy Hobbs took 3-inch plastic letters out front and posted her titillating phrase.
Result: a 50 percent boost in sales and Hobbs winning 2006 employee of the year.
"We have had one or two people make negative comments, until they understand what it is," says England, who has labored in the restaurant industry for 40 years. "It has worked very well. It's been very catchy, and we sell a lot of them."
Waitress Rachel White gets several inquiries a day about the location of the Nude Beach.
The truth comes as a letdown to some men, she notes, but the women typically take it well.
"They hear 'Snickers Bar' and 'pizza' and they're like, 'Yummy,' " White says.
So Bear Lake isn't about to become Bare Lake anytime soon.
To make sure, Rich County Sheriff's Deputy David Schirado warns that anyone caught stripping can count on getting a dressing-down - and a citation - for indecent exposure or disorderly conduct.
Even so, Brandon and Dustin Miller concede they were intrigued by the au-naturel notion.
The brothers from northern Utah's Mendon followed the provocative sign into the pizza parlor recently with no intention of staying for lunch and every intention of skinny- dipping.
"We were excited to find out where it was," Brandon says.
When the pair found out about the in-the-buff bluff, Dustin concedes he could hardly hide his disappoint- ment.
"I don't really eat sweets," he shrugs.