Surf City USA

Trademark dispute

The registration of the "Surf City USA" trademark inflamed a historical dispute between the California coastal cities of Huntington Beach and Santa Cruz. Both cities claimed the "Surf City" nickname, but after the Huntington Beach Conference and Visitors Bureau filed three trademark applications for "Surf City USA" with the U.S. Patent and Trademark Office in 2004, a new conflict erupted, a controversy Surfer dubbed "Moniker-gate." The resulting publicity generated the equivalent of several million dollars in advertising with thousands of stories and news reports broadcast across the globe. A lawsuit was eventually settled in January 2008 which validated Huntington Beach's exclusive rights to the trademark.

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