Huntington Beach Named Official 'Surf City, U.S.A.'

HUNTINGTON BEACH, Calif. -- Huntington Beach is officially "Surf City U.S.A.", according to city officials.

The Conference and Visitors Bureau announced that it has received three official registration numbers from the U.S. Patent and Trademark Office, which they said that give Huntington Beach exclusive rights to market itself as "Surf City, U.S.A."

The announcement was a blow to other surf towns, such as Santa Cruz, that had been battling for use of the name.

The registrations give the city rights to sell beach-related products, including Surf City U.S.A. beach bags, clothing and sportswear, according to a statement released Friday.

"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 U.S.A. brand to market," said Doug Traub, president and CEO of the Conference and Visitors 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, " Traub said.

Bureau officials said they want to make Huntington Beach "a household name synonymous with the Southern California beach lifestyle."