Surf City USA service marks

The Huntington Beach Conference and Visitors Bureau are taking steps to claim exclusive trademark use of the service mark SURF CITY USA. They have filed ten applications for the mark and has recently received registrations for three of the ten applications.

The three marks, registered on the Supplemental Register, are for the following classifications:

Reg. No. 3091711 (May 9, 2006) - IC 035. US 100 101 102. G & S: Advertising and marketing; and promoting the economic development in the city of Huntington Beach. FIRST USE: 20041119. FIRST USE IN COMMERCE: 20041119

Reg. No. 3088922 (May 2, 2006) - IC 025. US 022 039. G & S: Clothing and sportswear, namely hats, t-shirts, shirts, jackets, sweaters, footwear, shorts, pants, and belts; tennis clothing, namely, shirts, skirts, shorts and pants. FIRST USE: 20051103. FIRST USE IN COMMERCE: 20051103

Reg. No. 3088921 (May 2, 2006) - IC 018. US 001 002 003 022 041. G & S: Handbags and sports bags. FIRST USE: 20051102. FIRST USE IN COMMERCE: 20051102

The other seven applications are for the following classifications:

App. No. 78705827 - IC 003. US 001 004 006 050 051 052. G & S: Sun care preparations, namely sunscreens, sun blocks, tanning products and wind screens

App. No. 78545796 - IC 041. US 100 101 107. G & S: Entertainment services, namely, concert bookings, live music concerts, live musical performances, and conducting surfing contests; amusement arcade services and amusement centers and parks; conducting seminars in the field of history and development of historical areas; organizing community festivals featuring a variety of activities, namely sporting events, art exhibitions, flea markets, ethnic dances and the like; and conducting guided tours of a historical site and area.

App. No. 78545776 - IC 035. US 100 101 102. G & S: Retail store services featuring sporting and recreational goods and equipment, surfboards, videos, music, clothing, carry bags and totes, toys, sunglasses and cosmetics.

App. No. 78545752 - IC 028. US 022 023 038 050. G & S: Toys, namely, toy surf boards, surf board leashes, wetsuits, volleyballs, kites, rollerblades, inline skates, skateboards, scooters, kayaks, boogie boards, snorkels, masks, fins, floatation devices, inflatable pools, floats, tubes, pool lounges, goggles, swim caps, fishing rods, fishing reels, tackle boxes, discs (frisbee), volleyball nets, kite surfing rigs, kick balls, horse shoes, ring toss sets, bike boards, electric mini bikes, card tables, sneakers, running shoes, coolers, arm chairs, tents, and tanning beds (specify each toy); games, namely, box games, handhelds; sporting goods, namely, surf boards, surf board leashes, wetsuits, volleyballs, kites, rollerblades, inline skates, skateboards, scooters, kayaks, boogie boards, snorkels, masks, fins, floatation devices, inflatable pools, floats, tubes, pool lounges, goggles, swim caps, fishing rods, fishing reels, tackle boxes, discs (frisbees), volleyball nets, kite surfing rigs, kick balls, horse shoes, ring toss sets, bike boards, electric mini bikes, card tables, sneakers, running shoes, coolers, arm chairs, tents, and tanning beds stuffed toy animals; toy bicycles and toy cars.

App. No. 78545730 - IC 012. US 019 021 023 031 035 044. G & S: Bicycles, tricycles, motorcycles, cars, trucks, motorized golf carts, brake systems for vehicles, tires, vehicle seats, bicycle parts, namely chains and handle bars.

App. No. 78545717 - IC 009. US 021 023 026 036 038. G & S: Eyewear, namely, sunglasses, optical frames, reading glasses and cases for sunglasses and spectacles, pre-recorded audio and video tapes and CDs featuring surfing, city scenes; beach activities and computer software relating to action games and safety equipment, namely, bicycle, motorcycle and safety helmets. FIRST USE: 20060221. FIRST USE IN COMMERCE: 20060221

App. No. 78518984 - IC 016. US 002 005 022 023 029 037 038 050. G & S: Printed materials, namely, newsletters and pamphlets in the field of travel and tourism; and informational flyers featuring travel and tourism; and brochures about travel and tourism. FIRST USE: 20041203. FIRST USE IN COMMERCE: 20041203

Press release is here.

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.

Tags: trademark, brand, registration, Surf City USA, Huntington Beach, licensing, strategy, press release