HUNTINGTON BEACH, Calif., May 12, 2006 (PRIMEZONE) -- Huntington Beach Conference and Visitors Bureau today announced it has received official registration numbers (3091711, 3088922 and 3088921) for three of the 10 Surf City USA(r) trademark applications it has on file with the United States Patent and Trademark Office. The most significant of the three is the registration that gives the Bureau exclusive rights to use the Surf City USA moniker to advertise, market and promote the city of Huntington Beach for economic development. The other two registrations give the Bureau rights to merchandize beach-related products including Surf City USA beach bags, clothing and sportswear.
"This is quite a moment for us when you consider the amount of research we have done with thousands of people and the subsequent efforts we have taken over the past few years to bring the Surf City USA brand to market," said Doug Traub, president and CEO of the Bureau. "Our investment has helped us create a monumental lifestyle brand that complements and solidifies our emerging status as the premier overnight beach destination on the West Coast."
By registering the trademark, the Bureau has taken the first crucial step in its plans to make Huntington Beach a household name synonymous with the Southern California beach lifestyle. From here, the Bureau plans to implement a global branding strategy that includes an official logo, advertising campaign and licensing deals with merchandisers of everything from beach cruiser bicycles to furniture. The goal is to promote the city as a destination resort and build Surf City USA as a lifestyle brand which will generate revenue for tourism promotion and provide funding for city improvements.
The brand registration and a recent ad campaign precede the much anticipated launch of the Surf City USA line of merchandise targeted to debut this summer. Global Icons, the Los Angeles agency that represents ChevronTexaco, UPS and numerous other corporate brands, is leading the search for licensees. Distributors already launching new Surf City USA products include:
-- Summit West, an apparel distribution company which recently signed
a merchandising deal to market Surf City USA apparel, will offer
Surf City USA merchandise through resort shops, and gift and
specialty stores throughout the U.S., Canada and the Caribbean
beginning in September 2006.
"Huntington Beach has been synonymous with a very special way of life over the years. For me, growing up in Southern California and experiencing the magic of the beaches and surrounding areas made the Surf City USA project a natural fit. We plan to offer unique and fashionable products that will stimulate memories as well as present the Surf City USA lifestyle. The reaction we've received thus far has been tremendous," said Joel Derr, president of Summit West Apparel.
-- Felt Bicycles will offer the first official Surf City USA Beach
Cruiser bicycle in over 30 countries including the U.S., starting
in the summer of 2006.
"Global Icons is proud to represent the Surf City USA brand and help build it through licensing. Summit West and Felt Bicycles have created terrific momentum for the program, and we will continue to develop additional merchandising opportunities for this lifestyle brand," said Jeff Lotman, chief executive officer of Global Icons.
Surf City USA apparel and beach bags are already available and can be purchased online at www.surfcityusa.com. Felt Bicycles will be available soon; log on to www.feltbicycles.com for details about the bicycle and local authorized dealers.
The Surf City USA brand was introduced following an unprecedented, 18-month series of marketing studies conducted by the Huntington Beach Conference and Visitors Bureau. The first of its kind for the city of Huntington Beach, the initiative also revealed a strong correlation between positive image ratings and hotel room night purchases.
"By capturing the essence of Huntington Beach with the Surf City USA brand, and promoting our city as a prime Southern California destination, we hope to drive perception of our image up and, as a result, increase our share of room-nights," said Traub. "There are 67,000 miles of coastline in the United States, but this seaside town in Southern California is the only place you'll find a complete package of authentic, contemporary beach culture," said Traub. "The Surf City USA marketing campaign is enabling us to spread that message worldwide."
The Bureau's new $1.1 million marketing campaign is the largest marketing campaign in the history of the City. In addition, Dean Torrence, of the legendary surf music duo Jan & Dean and co-author of the first surf song to reach number one on the Billboard charts, Surf City, announced his support for the Surf City USA brand with an agreement allowing the Bureau to use his name, likeness and images for promotional purposes.
The Huntington Beach Conference and Visitors Bureau is the designated marketing organization representing Huntington Beach, California. One of the top Southern California vacation destinations featuring premier California beach resorts, Huntington Beach is the ideal location for a California family vacation, California weekend getaway or surfing trip. With eight and half miles of pristine California beaches, Huntington Beach is fast becoming a destination of choice for vacationers and business travelers alike. To plan your Surf City USA vacation or to learn more about Huntington Beach, visit the Huntington Beach Conference and Visitors Bureau Web site at www.surfcityusa.com or call 800-729-6232 for a free visitors guide.
To learn more about licensing opportunities with the Surf City USA brand, please contact Bill McClinton from Global Icons at (310) 820-5300 or via email at billmc@globalicons.com.
