"Surf City" Nickname Controversy
After Huntington Beach, California, trademarked the "Surf City USA" name, Santa Cruz politicians tried to stop the mark from being registered by the U.S. Patent and Trademark Office because of a 10-year-old controversy over Santa Cruz's nickname "Surf City." Huntington Beach has obtained a total of seven registrations for the "Surf City USA" trademark. None of these registrations of the trademark are on the principal register, but on the secondary register, which means that Huntington Beach has no exclusive right to assert ownership over the "Surf City USA" trademark. Two Santa Cruz surf shops, Shoreline Surf Shop and Noland's on the Wharf, sued the city of Huntington Beach in order to protect the public use of the term "Surf City." The parties 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. 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.”
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