This article is about the trademark dispute between the California cities of Huntington Beach and Santa Cruz. For other cities with the same name, see Surf City.
The title "Surf City, USA" was the subject of a trademark dispute between the California coastal cities of Huntington Beach and Santa Cruz. Both cities historically claimed the "Surf City" moniker, but the dispute intensified in 2004 after the Huntington Beach Conference and Visitors Bureau successfully filed the "Surf City USA" trademark with the U.S. Patent and Trademark Office.[1] A settlement was eventually reached in January 2008, which allows Huntington Beach to retain the trademark.[2]
The cities of Huntington Beach and Santa Cruz both claim to be "Surf City", based on their respective surfing culture.[1] Santa Cruz was the site of first recorded surfing in California, by Hawaiians.[1][3][4] It is also home to the Santa Cruz Surfing Museum, 11 world-class surf breaks such as Steamer Lane which create some of the best surfing waves in the world,[5] and the site of the O'Neill Cold Water Classic and other international surfing contests.[6] Meanwhile, Huntington Beach is the home of the U.S. Open of Surfing and the International Surfing Museum.[6] In addition, the rock and roll duo Jan and Dean had Huntington Beach, not Santa Cruz, in mind when they recorded their 1960s song "Surf City".[1][7]
Santa Cruz began using the "Surf City" nickname in 1927 after a local newspaper coined the moniker.[1] Huntington Beach officially adopted the "Surf City USA" nickname in 1991.[8]
The Huntington Beach Conference and Visitors Bureau filed several applications to register the "Surf City USA" trademark in November 2004. The idea was to market the city[7] by creating an authentic brand based on Southern California's beach culture and active outdoor lifestyle while at the same time creating a family of product licensees who operate like a franchise family producing a revenue stream that could also be dedicated to promoting the brand and city. A ruling by the U.S. Patent and Trademark Office, released on May 12, 2006, awarded the first three trademark registrations to the Bureau.[9][10]
One of the first products the Bureau developed to promote its brand was the Surf City USA Beach Cruiser by Felt Bicycles.[9] The Bureau now has dozens of other licensed products on the market from Surf City USA soft drinks to clothing to glassware; and more than 20 licensing partners with over 50 different products.[11]
Response and settlement
After Huntington Beach trademarked the "Surf City USA" name, Santa Cruz politicians tried to prevent the trademark from being registered by the U.S. Patent and Trademark Office because of the controversy over the "Surf City" nickname.[6] Nevertheless, a law firm representing Huntington Beach sent cease-and-desist letters to Santa Cruz vendors to stop selling T-shirts emblazoned with "Surf City USA"."[1]
In response, two Santa Cruz surf shops, Shoreline Surf Shop and Noland's on the Wharf, sued Huntington Beach in order to protect the public use of the term "Surf City."[1] The parties then reached a confidential settlement in January 2008, in which neither side admitted liability and all claims and counterclaims were dismissed. The Santa Cruz surf shops continue to print T-shirts, and the Visitor's Bureau retains the right to use the trademark.[2]
Aftermath
In 2009 Steve Marble, of Los Angeles Times' "L.A. Now" news blog, wrote an article The real Surf City? It's Santa Cruz, says magazine saying: "But Surfer magazine proclaims Santa Cruz to be 'The Real Surf City, USA,' after it considered the surf, food and vibe of the nations' best known surf towns." Steve Marble quotes Surfer: "Huntington Beach may have won the right to the name ‘Surf City, USA’ in the California courts, but any surfer who's ever paddled out at Steamer Lane knows the judge got it wrong.”[12]
References
^ abcdefgLisa Leff (October 13, 2006). "Surf City Rivalry Gets Gnarly". Washington Post. Associated Press. Retrieved July 6, 2014.
^ abCindy Carcamo (January 22, 2008). "Huntington Beach settles Surf City USA lawsuit". Orange County Register. Retrieved July 6, 2014.
^Genevieve Bookwalter (November 25, 2009). "Hawaiian royals honor Santa Cruz surfing history". Santa Cruz Sentinel. Retrieved July 6, 2014.
^Geoffrey Dunn and Kim Stoner (March 31, 2010). . Santa Cruz Good Times. Archived from the original on September 13, 2011. Retrieved July 6, 2014.
^Wilson, Alia (June 5, 2009). "Surfer Magazine picks Santa Cruz as top spot to surf". San Jose Mercury News. Retrieved July 6, 2014.
^ abc"A Tale Of Two Surf Cities". Surfer. Retrieved July 6, 2014.
^ abYoshino, Kimi (February 10, 2005). "Turf battle heats up over Surf City name". Chicago Tribune. Retrieved July 6, 2014.
^"Huntington Beach, California". Surf City USA web site. Huntington Beach Conference and Visitors Bureau. Retrieved July 6, 2014.
^ ab. Huntington Beach Conference and Visitors Bureau press release (Press release). primezone.com. May 12, 2006. Archived from the original on August 21, 2014. Retrieved July 6, 2014.
^"Huntington Beach takes name 'Surf City USA'". NBC News. Associated Press. May 14, 2006. Retrieved July 6, 2014.
^Muir, Jennifer (August 4, 2006). "Surf City musical wants to merge art and commerce". Orange County Register. Retrieved July 6, 2014.
^Steve Marble (2009-06-16). "The real Surf City? It's Santa Cruz, says magazine". L.A. Now. Los Angeles Times. Retrieved 2009-06-16.
January 31, 2023
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This article is about the trademark dispute between the California cities of Huntington Beach and Santa Cruz For other cities with the same name see Surf City The title Surf City USA was the subject of a trademark dispute between the California coastal cities of Huntington Beach and Santa Cruz Both cities historically claimed the Surf City moniker but the dispute intensified in 2004 after the Huntington Beach Conference and Visitors Bureau successfully filed the Surf City USA trademark with the U S Patent and Trademark Office 1 A settlement was eventually reached in January 2008 which allows Huntington Beach to retain the trademark 2 Interactive fullscreen map Locations of the two California cities claiming to be Surf City USA 1 Santa Cruz2 Huntington Beach Contents 1 Background 2 Registration of the trademark 3 Response and settlement 4 Aftermath 5 ReferencesBackground EditThe cities of Huntington Beach and Santa Cruz both claim to be Surf City based on their respective surfing culture 1 Santa Cruz was the site of first recorded surfing in California by Hawaiians 1 3 4 It is also home to the Santa Cruz Surfing Museum 11 world class surf breaks such as Steamer Lane which create some of the best surfing waves in the world 5 and the site of the O Neill Cold Water Classic and other international surfing contests 6 Meanwhile Huntington Beach is the home of the U S Open of Surfing and the International Surfing Museum 6 In addition the rock and roll duo Jan and Dean had Huntington Beach not Santa Cruz in mind when they recorded their 1960s song Surf City 1 7 Santa Cruz began using the Surf City nickname in 1927 after a local newspaper coined the moniker 1 Huntington Beach officially adopted the Surf City USA nickname in 1991 8 Scenes in Huntington Beach Professional surfer Lakey Peterson competing at the 2011 U S Open of Surfing Surfers off of Huntington Beach A surfer memorial service being held at the Huntington Beach Pier International Surfing Museum Scenes in Santa Cruz A big wave breaking in Santa Cruz Surfers off of Santa Cruz A crowd watches the waves at Steamer Lane Santa Cruz Surfing MuseumRegistration of the trademark EditThe Huntington Beach Conference and Visitors Bureau filed several applications to register the Surf City USA trademark in November 2004 The idea was to market the city 7 by creating an authentic brand based on Southern California s beach culture and active outdoor lifestyle while at the same time creating a family of product licensees who operate like a franchise family producing a revenue stream that could also be dedicated to promoting the brand and city A ruling by the U S Patent and Trademark Office released on May 12 2006 awarded the first three trademark registrations to the Bureau 9 10 One of the first products the Bureau developed to promote its brand was the Surf City USA Beach Cruiser by Felt Bicycles 9 The Bureau now has dozens of other licensed products on the market from Surf City USA soft drinks to clothing to glassware and more than 20 licensing partners with over 50 different products 11 Response and settlement EditAfter Huntington Beach trademarked the Surf City USA name Santa Cruz politicians tried to prevent the trademark from being registered by the U S Patent and Trademark Office because of the controversy over the Surf City nickname 6 Nevertheless a law firm representing Huntington Beach sent cease and desist letters to Santa Cruz vendors to stop selling T shirts emblazoned with Surf City USA 1 In response two Santa Cruz surf shops Shoreline Surf Shop and Noland s on the Wharf sued Huntington Beach in order to protect the public use of the term Surf City 1 The parties then reached a confidential settlement in January 2008 in which neither side admitted liability and all claims and counterclaims were dismissed The Santa Cruz surf shops continue to print T shirts and the Visitor s Bureau retains the right to use the trademark 2 Aftermath EditIn 2009 Steve Marble of Los Angeles Times L A Now news blog wrote an article The real Surf City It s Santa Cruz says magazine saying But Surfer magazine proclaims Santa Cruz to be The Real Surf City USA after it considered the surf food and vibe of the nations best known surf towns Steve Marble quotes Surfer Huntington Beach may have won the right to the name Surf City USA in the California courts but any surfer who s ever paddled out at Steamer Lane knows the judge got it wrong 12 References Edit a b c d e f g Lisa Leff October 13 2006 Surf City Rivalry Gets Gnarly Washington Post Associated Press Retrieved July 6 2014 a b Cindy Carcamo January 22 2008 Huntington Beach settles Surf City USA lawsuit Orange County Register Retrieved July 6 2014 Genevieve Bookwalter November 25 2009 Hawaiian royals honor Santa Cruz surfing history Santa Cruz Sentinel Retrieved July 6 2014 Geoffrey Dunn and Kim Stoner March 31 2010 Riders of the Sea Spray Santa Cruz Good Times Archived from the original on September 13 2011 Retrieved July 6 2014 Wilson Alia June 5 2009 Surfer Magazine picks Santa Cruz as top spot to surf San Jose Mercury News Retrieved July 6 2014 a b c A Tale Of Two Surf Cities Surfer Retrieved July 6 2014 a b Yoshino Kimi February 10 2005 Turf battle heats up over Surf City name Chicago Tribune Retrieved July 6 2014 Huntington Beach California Surf City USA web site Huntington Beach Conference and Visitors Bureau Retrieved July 6 2014 a b Huntington Beach Officially Registers Surf City USA Trademark Huntington Beach Conference and Visitors Bureau press release Press release primezone com May 12 2006 Archived from the original on August 21 2014 Retrieved July 6 2014 Huntington Beach takes name Surf City USA NBC News Associated Press May 14 2006 Retrieved July 6 2014 Muir Jennifer August 4 2006 Surf City musical wants to merge art and commerce Orange County Register Retrieved July 6 2014 Steve Marble 2009 06 16 The real Surf City It s Santa Cruz says magazine L A Now Los Angeles Times Retrieved 2009 06 16 Retrieved from https en wikipedia org w index php title Surf City USA amp oldid 1007077112, wikipedia, wiki, book, books, library,
