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February 07, 2005

let's go surfin... but where?

When you hear the tunes “Surfin Safari”, “Surfin’ USA” and “Surf City” what comes to mind?  Warm summer days, golden stretches of sandy beaches, and California surfers riding the waves off the Pacific Coast highway … the list is endless.

If someone asks you what California city is “Surf City USA,” however, you may have a little more difficulty coming up with the correct answer…. which is — it depends.  Over the years there has developed a rivalry for the “Surf City USA” title between Santa Cruz and Huntington Beach and now that rivalry includes a trademark dispute as well.

“Huntington Beach recently trumped its northern rival by securing official government recognition in the shape of a federal trademark – "Surf City USA™".  It plans to market the "brand" and is already designing a new city logo incorporating the title.

Outraged residents of the "real Surf City", as Santa Cruz sees itself, decided to fight back and, after a unanimous council vote, dispatched John Barisone, the city attorney, to investigate trademarking the title "Original Surf City USA". He has yet to report back.

Mike Rotkin, the mayor of Santa Cruz, called Huntington Beach surfers "wimps" – the waters off Santa Cruz are traditionally colder – and challenged the rival city to a "surf off.”

The article has one main error:  Huntington Beach hasn’t yet received a Federal Trademark Registration — according to the USPTO website, they have only just filed trademark applications – the applications have not been examined at this point in time.  Thus, Santa Cruz still has (1) the opportunity to present the trademark examiner information as to why the applications should not be allowed as well as (2) the opportunity to oppose registration of the mark when and if it is allowed.

In any event, I see a “Wipe Out” between the two cities on the horizon.

Posted by Douglas Sorocco at 04:21 PM.
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