HomeMy WebLinkAboutPress release for City Logo Contest - 6/7/76, Historic sites I
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SECRETARY OF STATE
Service Mark Reg. No. 041924 Class No. Int. 35 Renewal No. 6518
CERTIFICATE OF RENEWAL OF SERVICE MARK
1, KEVIN SHELLEY, Secretary of State of the State of California, hereby certify:
That an application for renewal has been filed in this office for the SERVICE MARK
described below:
Nance of Applicant: City of Huntington Beach
Business Address: 2000 Main Street, Huntington Beach, CA 92648
Date First Used in California: October 27, 1991
Date First Used Anywhere: October 27, 1991
Description of Service Mark: SURF CITY HUNTINGTON BEACH in capital letters
(Disclaimer: "Huntington Beach")
Description of Services with Which the Service Mark is used: Marketing and sales of
the city's businesses and other resources namely attraction of tourists and visitors to the city,
promotion for sponsors and suppliers to the city and promotion to merchandising related to the city
activities.
Date of Registration: May 13, 1993
Terre of Registration Extends to and Includes: May 13, 2013
IN WITNESS WHEREOF, I execute
this certificate and affix the Great
Seal of the State of California this
26th day of March 2003
KEVIN SHELLEY
Secretary of State
NP-24 A(REV. 1-03) OSP 03 74700
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CERTIFICATE OF REGISTRATION
This is to certify that the records of the Patent and Trademark Office show that an
application was filed in said Office for registration of the Mark shown herein, a copy of said
Mark and pertinent data from the Application being annexed hereto and made a part hereof,
And there having been due compliance with the requirements of the law and with the
regulations prescribed by the Commissioner of Patents and Trademarks,
Upon examination, it appeared that the applicant was entitled to have said Mark
registered under the Trademark Act of 1946, as amended, and the said Mark has been duly
registered this day in the Patent and Trademark Office on the
PRINCIPAL REGISTER
to the registrant named herein.
This registration shall remain in force for TEN years unless sooner terminated as
provided by law.
In Testimony Whereof I have hereunto set
�•.„ my hand and caused the seal of the Patent
and Trademark Office to be affixed this
thirteenth day of December 1994.
'Cow "-4�
Commissioner of Patents and Trademarks
PTO-130
(Rev.8-89)
�1 ~
NOTICE
This Registration will be canceled by the Commissioner of Patents and
Trademarks at the end of six years following the date of registration, unless
within one year neat preceding the expiration of such six years, the registrant
files in the Patent and Trademark Office an affidavit showing that said
mark is in use in Commerce or showing that its nonuse is due to special
circumstances which excuse such nonuse and is not due to any intention to
abandon the mark. A fee of $100.00 for each class must accompany the
affidavit.
Inn. Cl.: 35 r'"g
Prior U.S. Cl.: 101
Reg. No. 1,867,153
United States Patent and Trademark Office Registered Dec. 13, 1994
SERVICE MARK
PRINCIPAL REGISTER
SURF CITE' HUNTINGTON BEACH
CITY OF HUNTINGTON BEACH (CALIFOR- NO CLAIM IS MADE TO THE EXCLUSIVE
NIA CORPORATION) RIGHT TO USE "HUNTINGTON BEACH",
2000 MAIN ST. APART FROM THE MARK AS SHOWN.
HUNTINGTON BEACH, CA 92648
FOR: PROMOTING THE ECONOMIC DE- SER. NO. 74-350,258, FILED 1-21-1993.
VELOPMENT OF HUNTINGTON BEACH
CALIFORNIA, IN CLASS 35 (U.S. CL. 101).
FIRST USE 10-27-1991; IN COMMERCE ANDREW D. LAWRENCE, EXAMINING AT-
10-27-1991. TORNEY
Of
OFFICE OF THE SECRETARY OF STATE :'
Service Mark 041924
� Reg. No.
CERTIFICATE OF REGISTRATION OF SERVICE MARK
I, MARCH FONG Eu, Secretary of State of the State of California, hereby certify:
That in accordance with the application filed in this office the SERVICE MARK
described below has been duly registered in this office on behalf of:
Name of Applicant City of Huntington Beach
I
j Business Address 2000 Main Street
1 Huntington Beach, CA 92648
s Date First Used in California October 27, 1991
)
Date First Used Anywhere October 27, 1991
Description of Service Mark SURF CITY, HUNTINGTON BEACH in capital letters
(Discl. Huntington Beach)
i
Class No. 101
Description of Services on Which the Service Mark is Used Marketing and sales of the
city's businesses and other resources namely attraction of tourists and
visitors to the city, promotion for sponsors and suppliers (see attached)
A copy, specimen, facsimile, counterpart or a reproduction of the mark is attached.
i Date of Registration_ May 13, 1993
Term of Registration Extends to and Includes May 13, 2003
�. IN WITNESS WHEREOF, I execute
this certificate and affix the Great
° Seal of the State of California this
13th day of May 1993
as
Secretary of State
SEC/STATE FORM TM•104 Rev.1/88 '',rss
Servicemark Registration No. 041924
Continuation of Services:
. . .to the city and promotion to merchandising related to the
city activities.
Call it what you will, but in the hearts of
the people this is Surf City.It has been since
ngton Beachr
before the great Duke Kahanamoku surfed .�
in the local waters and it will be so long after lop 0
the memory of other slogans or names has 'w --aw i mom"Im-,y4j
r n i a
faded away.*
As the sun continues to blaze its fiery
path overthe eons into the ocean behind the
familiar outline of Santa Catalina Island it ,
becomes a constant reminder that Hunting- • ' ' /I
ton Beach is Surf City and each of us is a
m6mber of that brotherhood so clearly illus-
trated by Edmund Shumpert's magnificent
bronze surfer on Pacific Coast Highway-the w
Ultimate Challenge.
For if we are to live forever in this '� :n
magnificent
Surf City,
we must
c accept
00 preserva-
tion of this
000 surfing life o
C , as our per-
sona
I ulti 6uriF c;/ T*tr/
-
mate chal-
lenge.
w
If each of us o
will do that
Huntington Beach will reach its ultimate m m
greatness because of what you have done o
to make it so.
� o � Pei
William G. Reed = s HUNTINGTON BEACH
Surf City - it's more than just another design of major centers such as Seacliff Cen- themselves
name for Huntington Beach, California. It is ter on Main Street. in classes of
a description of the good life and a yearning Many who enjoy life here have dangled higher learn-
for freedom in the sunshine of the endless theirtoes overthe end of a board on the mighty ing. ti
summer. surf. Many more have nevertouchedthe fiber- Young �
Yes, surfing is an important sport offer- glass magic carpets of the sea. Yet there is a people find aw �
ing equal opportunity for young and old, kinship between the two no inlander could recreational
male and female to pit themselves against ever understand. program
the might of the ocean with style and skill. Surfing is a bonding of man and nature, a without peer
9 tY g 9
But it is more than a sport as practiced blending of the sensual and the practical, a offering ac- t.
at the pier or the bluffs or even at the mouth drive to excel on the sea and on the land tivities to
of the SantaAna River. Surfing is away of life without differentiation of the two. challenge ,
bubbling with the strength and enthusiasm of Butthat same respect for nature modified shape growing bodies and to teach skills
the young, the artistry of the older and more only by the practical necessity to live accord- useful for a lifetime.
practiced and it is a way of life which brought ing to the laws nature sets is to be seen in the Opportunity to make a living, to move
people to the Orange Coast by the thou- community these surfers, either real or in the upward as education and skills dictate is an
sands to revel in the gifts of the land,sun and heart, have built for themselves, their families important part of the industrial and business
sea. and neighbors. Huntington Beach is a place of community.
Surf City is a theme which the builders freedom. It's city government is an open forum And in its homes on wide streets with a
of this community have injected into most for those who would debate, and enforcer of near-forest of trees and acres of landscaped
every phase laws to make this a safe city, a protector street medians are people who cameAo
r� of life here. It against the ravages of fire and even of time. Huntington Beach to become surfers in de6d
is a spirit to It is a place where the ocean meets the or in spirit,beginning a kinship with the vision
be seen in land along nearly nine miles of incredibly of tanned young bodies enjoying endless
the parks, beautiful white sands and where that ocean summer.
the bicycle invites those who.would test its strength. They live, work, play and enjoy life in
ism
- trails, horse In its scores of parks children laugh and Surf City confident of today and of the future,
trails, bird play. Students see the birds and plants pre- prepared in a balance of the ethereal and
v i e w i n g served for all time.Mothers send their children the practical to build and maintain a
blinds in the Bolsa Chica and even to the off to modern schools, often spending hours community that,is truly great.
A COPY, SPECIMEN, FACSIMILE, COUNTERPART OR
REPRODUCTION OF SERVICE MARK REG. NO..0 I.1224-_
x x
SEC/STATE FORM TM-r07-S
0
. arrh Yank -En
§rrrrfurg of htafr
The California trademark law was changed effective January 1, 1989 and
no longer requires the Secretary of State to notify trademark owners of
approaching expiration dates. Your trademark is valid for ten years
and it is your responsibility to renew it within the six months prior
to the expiration date.
d
a
®ffite of
&ecretarp of State
SACRAMENTO
As Secretary of State, it is my pleasure to notify
you that the mark you submitted has been . registered
in this office.
Please be advised that Section 14220 (f ) of the
Business and Professions Code specifies that a mark
shall not be registered if it so resembles a mark or
trade name already registered or used in this state
by another and not abandoned, as to be likely, when
applied to the goods or services of the applicant, to
cause confusion or mistake or to deceive.
My office has conducted a search of California
trademark and service mark registrations. Your mark
does not appear to resemble any previous registration.
Please be advised, however, that there may be
unregistered marks or California trade names used by
corporations and partnerships, fictitious names, and
names under which individuals conduct business which
may resemble your registration. A check -for such
names is beyond the scope of the review of this
office in registering marks.
Most sincerely,
MARCH FONG EU
SEC/STATE FORM LP-220 � 84 33312
RQUE;.f FOR CITY COUNCh.- ACTION
Date September 13 , 1991
Submitted to: Honorable Mayor and City Council
Submitted by: Michael T. Uberuaga, City Administrato
Prepared by: Ron Hagan, Director, Community Services „
Subject: Official Huntington Beach "Surf City" APPROVED BY CITY QOUWCIL
0*1
-- �
Consistent with Council Policy? [ ] Yes [ ] New Policy or Exception
Statement of Issue, Recommendation,Analysis, Funding Source,Alternative Actions,Attachments:
_S._..T-A-MM.ENT-.__Q_-'_.1.S S-U.E.
The issue before Council is whether the City of Huntington Beach
should officially adopt the theme of "Surf City" , which has been
the nickname of. Huntington Beach for decades, and use this theme
to gain exposure for attracting tourists and visitors;
recognition as a great place to do business; and in developing
community pride in Huntington Beach.
REMMM.E.N-DAT l M
1 . Adopt the words "Surf City Huntington Beach" , as an
official theme of the City of Huntington
Beach and direct staff to develop a^text logo for Council
approval . S t'yt�a
2. Authorize the expenditure of $2 ,500 for patent and copyright
services for the text logo.
-Faa lw°Iard.
3. Direct staff to a v a marketing plan for Council
approval .
4. Direct staff to prepare an annual "Surf City Huntington
Beach" citywide celebration proposal for Council approval .
Ni\T.&LY-31B. S. 4anoAeael -* d®&a naf to be. Qhakged
Michael Thompson from MediaLine Associates approached city staff
this past spring with an idea to capitalize on the city' s
unofficial nickname of "Surf City. " A committee made up of
members of city staff, Chamber of Commerce, Conference and
Visitors Bureau, H.B. International Surfing Museum, MediaLine
Associates, and Jan and Dean Enterprises, has been meeting for
the past several months to develop a "Surf City Huntington Beach"
campaign proposal for Council ' s review. For decades, Huntington
Beach has been called "Surf City" by the media, primarily because
of its great surf, healthy lifestyle, clean beach air, family fun
j environment, coastal destination, and friendly people. These
perceptions have been the major attraction to Huntington Beach
for both residents and visitors.
Plo 5/85
p t .
REQUEST FOR COUNCIL ACTION Page two
The city is in transition from being an oil/agricultural
community to a major visitor destination dependent upon sales tax
revenue which must attract people not only from Orange County but
also nationally. In order to do this and to maintain the current
Huntington Beach lifestyle, the city can orchestrate the very
theme that has created its image and use it to gain national
exposure, develop recognition as a desirable community, and
create local pride in Huntington Beach.
I . WHY DO A "SURF CITY" CAMPAIGN?
Huntington Beach has been in the limelight the past few
years for a number of reasons : redevelopment projects; the new
Waterfront Hilton; the International Surfing Museum; and the
Bolsa Chica Wetlands. All of these areas of interest were
identified as "Surf City" activities by the media and have
translated into marvelous exposure, which is advertising the city
did not have to buy. For instance, in the past twenty months,
S-uns-e-t Magazine has run five full pages of editorials about "Surf
City Huntington Beach. " Had the city or the Conference and
Visitors Bureau purchased those pages as advertising, it would
have cost $192, 000 . Va.1_ -c-,y Magazine recently gave "Surf City"
three pages of exposure valued at a total advertising cost of
$8 , 500 . QgQ�s Magazine had an article on "Surf City worth
$8, 500 of advertising. Delta Airlines In Flight Magazine did
five pages on "Surf City, " worth $31 , 950 per page. The list goes
on and on extensively when the clippings of editorials and
articles in magazines and newspapers are looked at.
Most major consumer and trade publications have carried the
message of "Surf City Huntington Beach. " The Conference and
Visitors Bureau continues to work with media of all types to gain
exposure for "Surf City, " Southern California' s coastal
playground. Most recently, it has received inquiries from
American Airlines In Flight Magazine. The bureau encourages
travel writers to do stories about Huntington Beach through
programs and familiarzation. "Surf City" is a familiar theme
that is fun to write about and catches the reader' s eye.
Editorial articles are publicity that the city needs and can't
buy. "Surf City" can provide the catch phrase to encourage these
editorials.
The marketing of the city largely has been undertaken by
the Chamber of Commerce, the Conference and Visitors Bureau and
city' s Public Information Office.
Chamber of Commerce activities have been first for the
benefit of their members and then for the business community as a
whole. Several successful programs , such as "PRIDE" and "BUY IN
HUNTINGTON BEACH" , have contributed to the entire community.
The Conference and Visitors Bureau is involved largely with
the visitor-serving business in the community and with position-
•T
REQUEST FOR COUNCIL ACTION Page three
ing the city as a destination resort. In addition to its direct
involvement, the bureau has compiled data on city assets and
published information of interest to all .
The Public Information Office is involved largely with
communications within the city, bringing information to the
citizens through publications, advertising, special events and
cable television.
Other city departments involved are Economic Development
and Community Services which promote special events and market
redevelopment areas .
A unified theme for a public relations/marketing campaign
is necessary to bring all of the elements into agreement on a
single view of what impressions should be left with the public.
The "Surf City" Huntington Beach text logo will not replace
the current city seal . The city seal will remain the symbol of
Huntington Beach. The text "Surf City" Huntington Beach will be
the marketing logo for events and merchandise programs. Also,
the city° s motto, "City of Expanding Horizons," will n4t be
replaced. It will be used along with the marketing theme in
various programs .
In addition to the marketing exposure potential "Surf City"
has, there are several possible new revenue sources the city may
derive from licensing, royalties, and merchandising programs.
"Surf City" can become a way of life that sponsors and
advertisers will want to be a part of . , Businesses will want to
use it in their promotions and product developers will want to be
associated with it. Community identity is another important
aspect of "Surf City. " It provides a sense of place, a feeling
of belonging, and kinship with fellow residents. This pride in
commuity can translate into volunteer cleanup programs,
paintup/fixup programs, recruiting volunteers for special events,
local artists programs, sports events, and support of community
businesses and organization activities.
II . WHAT IS "SURF CITY"?
"Surf City" is more than just another name for Huntington
Beach, California. It is a description of the good life and a
yearning for freedom in the sunshine of the endless summer.
REQUEST FOR COUNCIL ACTION Page four
Yes, surfing is a part of "Surf City" and an important
sport offering equal opportunity for young and old, male and
female to pit themselves against the might of the ocean with
style and skill .
But "Surf City" is more than a sport as practiced at the
pier or the bluffs or even at the mouth of the Santa Ana River.
"Surf City" is a way of life with the strength and enthusiasm of
the young, the artistry of the old, and it is a place which
brought people to the Orange Coast by the thousands to revel in
the gifts of the land, sun and sea.
"Surf City" is a theme which the builders of this community
have injected into most every phase of life here. It is a spirit
to be seen in the parks, the bicycle trails, horse trails , bird
viewing blinds in the Bolsa Chica and even to the design- of major,
centers such as Seacliff Center on Main Street.
Manyf,who enjoy life her.,e.` have dangled their toes over the
end of a board -on the mighty surf . Many more have never touched
the fiberglass magic carpets of the sea. . Yet there .is a kinship
between the two. "Surf City" is a place where the ocean meets
the land along nearly nine miles of incredibly beautiful white
sands. -
It' s an opportunity_ to make a living and it' s an important
industrial and business community. It ' s homes on wide streets
with a near-forest of trees and acres of landscaped street
medians. It' s a place everyone wants to see and be a part of,
even for only a little while.
III . HOW DO WE DO "SURF CITY"?
First, the city needs to copyright the text logo of "Surf
City Huntington Beach. " This will require the hiring of a law
firm specializing in patent and copyright law. The fee to
provide this service is $2, 500 . Next, the city needs to develop
a specific marketing plan outlining the actual programs and
activities it wishes to implement as part of the "Surf City"
campaign. Then, the city should prepare a plan for an annual ,
community citywide "Surf City" celebration. If these steps are
taken, the following scenario should develop:
The city creates a copyright of the "Surf City Huntington
Beach" logo. It starts to use that logo and nickname in
promoting special events and identifying community programs. It
REQUEST FOR COUNCIL ACTION Page five
uses this theme to help the Conference and Visitors Bureau and
Chamber of Commerce promote their activities through the use of
all forms of media. "Surf City" image develops. Finally, a
large citywide celebration takes place where videos, cassettes
and compact discs are produced and marketed. Character logos
pertaining to specific events can then be developed to go along
with the text logo and the merchandising of "Surf City" can
begin.
In summary, the City of Huntington Beach is already unofficially
known as "Surf City. " The media loves to capitalize on this
image and the city can enhance all of the qualities of Huntington
Beach and use the theme to attract visitors and tourism, create a
community pride and develop a special identity which sponsors and
advertisers will want to be a part of .
General fund for patent and copyright license, $2, 500 .
ALTERNA LVE_ AM-ON
Do not pursue the "Surf City" theme.
AT A.CHMEN.T,%
Memo from City Attorney
FIS
RH:cs
4110 CITY OF 1-IUN T1101GTON BEACH
INTER-DEPARTMENT COMMUNICATION
HUNTINGTON BEACH
To Ron Hagen, Director From Gail Hutton
Community Services City Attorney
Subject Use of Name "Surf City" Date May 13, 1991
My deputy met last Tuesday, May 7, 1991, with Michael Thompson
of Medialine Associates and Dennis Beech of Beech and Collins, a
firm specializing in patent and copyright law.
As you are aware, Mike Thompson has been working with Peter
Green and yourself in an effort to promote the City of
Huntington Beach and to develop a logo which could be licensed
to be placed on products .
Mr. Beech has run a trademark search on the term "Surf City" and
found two registrations (see attached) . He stated that he feels
the two which were registered could be circumvented or
defeated. His recommendation is that we do two registrations,
one using just the term and another with the term and the logo.
Our impression of him is that he is a competent lawyer in his
field. We asked him about cost and he told us that their firm
charged a flat fee of $750 to register a trademark. It would
seem that this is less than it would cost us in time and effort
to do the research, get the proper forms and file them.
Our office recommends that if you wish to proceed, please send
our office an RLS to prepare a contract, not to exceed $2500 .
You will have to follow the procedures of Huntington Beach
Muncipal Code § 3 .3 and solicit three bids. If you wish, our
office will assist you in soliciting these bids .
Gail Hutton
City Attorney
Attachments
cc: Art Folger, Deputy City Attorney
J. CITY OF HUNTINGTON BEACH
INTER-DEPARTMENT COMMUNICATION
HUNTINGTON BEACH
To MICHAEL T. UBERUAGA From ROBERT J. FRANZ
City Administrator Deputy City Administrator
Subject REQUEST FOR APPROPRIATION Date AUGUST 6, 1991
TO FUND PATENT/COPYRIGHTS
EXPENSE FOR "SURF CITY"
FIS 91-25
As required under the authority of Resolution 4832, a Fiscal Impact Statement
has been prepared and submitted relative to the proposed funding for
patent/copyright expenses should the City chose to formally adopt the words
"Surf City Huntington Beach" as the marketing title of the City of
Huntington Beach. An appropriation of $2,500 would be sufficient for this
purpose.
Upon approval of the City Council , the balance the unaya 'ted undesignated
General Fund would be reduced to $3,850,000. i
ROB T J. FRAN
Deputy City Administrator
RJF:skd
WPADSERT:466
" -Page- 6 - Council/Age Agenda - 9/16/91 (6)
F. ADMINISTRATIVE ITEMS
�t
F-1. (City Council) OFFICIAL HUNTINGTON BEACH THEME - "SURF CITYW
Communication from the Community Services Director regarding
130 .20 the adoption of the theme of "Surf City.
RECOMMENDED ACTION:
1 . Adopt the words "Surf City Huntington Beach" , as an
official theme of the City of Huntington Beach and --,
direct staff to develop a�text logo for council approval.
2 . Authorize the expenditure of $2, 500 for patent and
copyright services for the text logo.
Aa cj 1 i odv,-
3 . Direct st-aff to p a marketing plan for Council
approval .
4 . Direct staff to prepare an annual "Surf City Huntington
Beach" citywide celebration proposal for Council
approval .
5. G /iea,/ 4*UV /�® n� �
,+pr®pew -/ (A�_ y/7o�
F-2. (City Council) OFFICIAL HUNTINGTON BEACH TRAM TOUR
Communication from the Community Services Director regarding
r 100 . 10 an official tram tour. t
4 RECOMMENDED ACTION: Approve the concept of establishing
an official Huntington Beach Tram Tour as outlined in the
RCA dated 9/16/91 and authorize the Director of Community
,�
Services to implement the program.
AV -0 red 6-O _,Owe -Ov®0
F-3 . (City Council) BUSHARD GYMNASIUM LEASE BUYOUT - FOUNTAIN
GALLEY SCHOOL DISTRICT
.140 . 50 Communication from the Community Services Director regarding
Fountain Valley School District request to terminate its lease
with the city for the Boys and Girls Club-operated Busha-id
gymnasium and to build a replacement gymnasium at Talbert
Middle School .
RECOMMENDED ACTION: Direct staff to prepare a request
for a $237, 000 buyout from the Fountain Valley School--
District (FVSD) for the remaining term on the lease for the
Boys and Girls Club-operated Bushard gymnasium and -
authorize the use of these funds for the Huntington Valley
Boys and Girls Club' s gym at McCallen Park.
(6) (9/16/91)
R QUEL _ FOR CITY COUNC► ACTION
Date August 19 , 1991
Submitted to: Honorable Mayor and City Council
Submitted by: Michael T. Uberuaga, City Administrat
Prepared by: Ron Hagan, Director, Community Services
Subject: Official Huntington Beach "Surf City"
Consistent with Council Policy? [ ] Yes [ ] New Policy or Exception
Statement of Issue, Recommendation,Analysis, Funding Source,Alternative Actions, Attachments:
S.TAT-EMENT OF ISSUE
The issue before Council is whether the City of Huntington Beach
should officially adopt the theme or marketing title of "Surf
City" to be used exclusively by the city internally and
externally. The reference of "Surf City" has been with
Huntington Beach for decades. Should we now take the opportunity
to define the "Surf City" identity and apply its theme into all
city-related activities and functions for effective marketing of
the city?
RECOMMENDATION
1 . Adopt the words "Surf City" Huntington Beach, as the
official theme and marketing title of the City of Huntington
Beach and direct staff to develop a logo on Council approval .
2. Authorize the expenditure of $2, 500 for patent and copyright
services.
3 . Direct staff to develop a marketing contract for Council
approval .
4. Direct staff to prepare a "Surf City" celebration proposal
for Council approval .
ANALYSIS
A committee made up of members of city staff, Chamber of
Commerce, Conference and Visitors Bureau, H.B. International
Surfing Museum, Current Magazine, and Jan and Dean Enterprises,
has developed this proposal for Council 's review that contains
three components related to the "Surf City" theme and logo. For
decades, Huntington Beach has been known for its great surf,
healthy lifestyle, clean beach air, family fun environment,
coastal destination, and friendly people. These perceptions have
been the major attraction causing both residents and businesses
to locate in Huntington Beach and proclaim their satisfaction
with the city.
P10 4/84
With a new century approaching, the city is in transition from an
oil/agricultural beach community to a major visitor destination
city in not only Orange County but also California. In order for
the city to maintain its lifestyle, promote tourism and
visitation, maintain property values, and attract business, it
needs to seize and orchestrate the very theme that has created
its image and use it to market all of its internal and external
activities . There are three basic areas where the "Surf City"
logo and theme can be used:
1 . Identification -- the official "Surf City" design
incorporates elements that are identifiable to Huntington
Beach exclusively, i .e. , surfers, pier, waves, palm trees,
sunset, etc. The logo should be used to identify all
official city events and activities, as well as merchandise
created specifically for those events and activities.
2 . Publicity -- the city needs to develop a marketing theme
centered around the "Surf City" concept that will involve
local businesses and commercial groups. Promotional videos
and all other mediums need to be designed to help incorporate
the "Surf City" theme and its own publicity created by the
city.
3 . Promotional Imagery -- a complete campaign needs to be
developed for overall presentation of the "Surf City"
image. The "Surf City" logo should be copyrighted so
that it can be used for design on banners, T-shirts,
caps, coasters, and other merchandising possibilities.
The city should contact clothing and other types of
manufacturers of specialty items as to their ability to
create an official "Surf City" Huntington Beach line of
merchandise. Just as New York is known as the "Big Apple,
Huntington Beach will be known as "Surf City. "
The "Surf City" theme is defined as the fresh faced,
healthy, family lifestyle atmosphere of Huntington Beach.
It should be presented in an educational , environmental
and community approach that accentuates the positive aspects
of the city. There are numerous future revenue potential
possibilities if the "Surf City" theme is successful . For
example, promotions with restaurants, breakfast foods,
automobile dealers, etc. Revenue could be produced from
advertising royalties and sale of merchandise. In order
to implement a complete marketing and promotional program,
several preliminary steps need to be taken:
A. The city needs to copyright the term and logo of "Surf
City" Huntington Beach. This will require the hiring
of a law firm specializing in patent and copyright law.
The fee to provide this service is $2,500.
i
B. Work with Jan and Dean Enterprises to develop the
official "Surf City" theme music. Jan and Dean have
indicated to city staff that they would not only provide
the music with new words pertaining to Huntington Beach,
but also be involved in the long-term promotional
activities of the "Surf City" theme.
C. Set up a "Surf City" celebration when the "Surf City"
theme music and logo are introduced to the public. This
should be a community celebration with activities at the
beach for families, youth and adults.
D. The city should retain a firm to work with the Surf City
Committee to orchestrate the campaign needed to develop
the overall presentation and implementation of the "Surf
City" image. The cost of these services would be
reimbursed from a percentage of the income derived from
the marketing use of the "Surf City" theme and logo.
In summary, the City of Huntington Beach is already unofficially
known as "Surf City. " The city should capitalize on this image
and enhance it to express all of the qualities of Huntington
Beach and use the theme to attract businesses, promote special
events, create a community image and develop a special identity
of which all of its citizens can be proud.
FUNDING—SOURCE
General fund for patent and copyright license, $2, 500 .
ALTERNATIVE ACTION.
Do not adopt "Surf City" as the official theme and logo for the
City of Huntington Beach.
RH: sf
Attachments :
Memo from City Attorney Gail Hutton
Fiscal Impact Statement
F
' CITY OF HUNTING TON BEACH
O
INTER-DEPARTMENT COMMUNICATION
HUNTINGTON BEACH
To Ron Hagen, Director From Gail Hutton
Community Services City Attorney
Subject Use of Name "Surf City" Date May 13, 1991
My deputy met last Tuesday, May 7, 1991, with Michael Thompson
of Medialine Associates and Dennis Beech of Beech and Collins, a
firm specializing in patent and copyright law.
As you are aware, Mike Thompson has been working with Peter
Green and yourself in an effort to promote the City of
Huntington Beach and to develop a logo which could be licensed
to be placed on products .
Mr. Beech has run a trademark search on the term "Surf City" and
found two registrations (see attached) . He stated that he feels
the two which were registered could be circumvented or
defeated. His recommendation is that we do two registrations,
one using just the term and another with the term and the logo.
Our impression of him is that he is a competent lawyer in his
field. We asked him about cost and he told us that their firm
charged a flat fee of $750 to register a trademark. It would
seem that this is less than it would cost us in time and effort
to do the research, get the proper forms and file them.
Our office recommends that if you wish to proceed, please send
our office an RLS to prepare a contract, not to exceed $2500 .
You will have to follow the procedures of Huntington Beach
Muncipal Code § 3 .3 and solicit three bids . If you wish, our
office willassist you in soliciting these bids .
Gail Hutton
City Attorney
Attachments
cc: Art Folger, Deputy City Attorney
CITY OF HUNTINGTON BEACH
INTER-DEPARTMENT COMMUNICATION
HUNTINGTON BEACH
To MICHAEL T. UBERUAGA From ROBERT J. FRANZ
City Administrator Deputy City Administrator
Subject REQUEST FOR APPROPRIATION Date AUGUST 6, 1991
TO FUND PATENT/COPYRIGHTS
EXPENSE FOR "SURF CITY"
FIS 91-25
As required under the authority of Resolution 4832, a Fiscal Impact Statement
has been prepared and submitted relative to the proposed funding for
patent/copyright expenses should the City chose to formally adopt the words
"Surf City Huntington Beach" as the marketing title of the City of
Huntington Beach. An appropriation of $2,,500 would be sufficient for this
purpose.
Upon approval of the City Council , the balance the unaud'ted undesignated
General Fund would be reduced to $3,850,000. '
e
ROBERT J. FRAN
Deputy City Administrator
RJF:skd
WPADSERT:466
i f
x%:A - ROUTING SHEET/CHECKLIST
WHITE - REMAINS WITH RCA
GREEN - ADMINISTRATION COPY
CANARY - CITY ATTORNEY'S COPY
PINK - CITY CLERK'S COPY
GOLD - DEPARTMENT COPY
INITIATING DEPARTMENT COMMUNITY SERVICES DATE 8/5/91
SUBJECT Official Huntington Beach "Surf City"
MEETING DATE 8/19/91 AGENDA DEADLINE 8/7/91
(TO ADMINISTRATION)
YES NO
PUBLIC NOTICE [ ] [ ] PUBLICATION DATE
LEGAL DEPARTMENT(with Exhibits)
Date In Date Out
INITIATING DEPARTMENT REVIEW/CHECKLIST:
YES NO N/A
[ ] [ ] [ ] ordinance [ j Exhibit 1
[ ] [ ] [ ] Resolution [ ] Exhibit 2
[ ] [ ] [ ] Signed Contract [ j Exhibit 3
[ ] [ ] [ ] signed Agreement [ ] Exhibit 4
( ] [ ] [ ] Neg. Dec/EIR
[ ] [ ] [ ] Insurance Required Additional [ ]
Exhibits Nbr.
[ ] [ ] [ ] Bonds Required
[y] [ ] [ ] Financial Impact Statement
(Unbudgeted Items over $1,000)
X, [ ] [ ] RCA - City Council
[ ] [ ] [ ] RCA - Redevelopment Agency
INITIATING DEPARTMENT APPROVAL BY:
[ ] ADMINISTRATION REVIEW
[ ] CITY CLERK FOR AGENDA
COMMENTS:
Memo from City Attorney Gail Hutton -Unched
FILE GUIDE
Please file this document in:
Category: Label :
Established file
New file — see
Other:
0846I
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P.O. BOX 190 CALIFORNIA 92648
Tion, Lofstrom
rcii 5v 1968
FOR R71mr,�SFI 01-IN OR
A7101"R ABCVF DATE
Logo cantec."t-1 rilri.rierS Up
1a e Hunting'"-.0n Beach Laga cantest winner uas Co pro-
1"500,,00 chook b ,, Cf?.-1--l�Y unc:U Mo.7,,xciav rAgilit
swill-l-ed a
March 1�.th.
The wi-Inning erltry v-fas subralt.ted by Johm Casado of
La
Caniada , California,,
V-10 six- man judrri-ng seler,"C'ed nirie honorable
C--,
sevii-finalistus, and two 1-71.nallsts,
ft",,1jM T C,'jj Carl "
L. Na ppel-Huntington Be-exch.,
L.M, K:'�.ppr. 1 *mtilngtrm Beach e.E. is Ceq,^
Hwr Conve.ry, and R.L. Kibelo Conv',ad Fr1r.r.aven-ii-Long Bel-kch,
Rod Laurence-San. Gabrielq is,--k Ro.wo-La Beac-ljx�)
Robe.-i4son-San 'Gabri 00,
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of EZivatington Be&eh, Tim John C-ijSado-Le-
Cane.d;,,).,, Leon Kiiropiimi-cypresa�,
a.17 ISAL Ts,TS "ally Mlickel-Swit-a Ana, Rubert CTabbs-'-J,-Liti.ug-
ton Beaehr,
This concludes tKe Logo Contest,
ING 13 6), /p,
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City ®f Huntington Beach
P.O. BOX 1290 CALIFORNIA 92648
Febzuary 6, 1968
IMT
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Ron
T.-he Emi6jal, w:m Bet.011 be
i'ahe City at -reVll r z t axlno� oudl by a age, _mg
Ve I odAr, March 4`�, 1°yda dlziS ix
money iv going to be amardeld. ilbe w.Lmar alu FF0 p,m.. in
Gy all "Owncil
1'. .142-Ir mul Jjudg4llns- panel- aamprised, 0.z' C"i"i-ie-r-les Boyer",
Birlbam--o John Wwxlsr HOWSzid '!Nla- theMr, Huntington
Beach C'-'ty 00"moilmum purri Mayor 01hrose the
wirw-m 1-ast mmth,, Aftar cowpr-jr--
-sor, =d deba-tt-, the logo antrJe ss -w-re, neximulsol dol-i to
ment4arcs, five t! se
fjmallst-..J, and a winner, '�This Iiuclxy pevsm, trap, them
ct 1�y tlne judgez k-hoice and som-:n rzl.nox- cham Fi
a&,-,-sad upon by the
Over antr,:Les wvne )L*cked at bv the, 4judg,-,G a"'arl
f`z tio be displayer l by the city at'. t1"S
,Anrui.-ng idek,.- sa n sjmbol ;A.L -,
meard'Anzi al, prizc. uiRfmney, Th,, name,-�s of honorable mentionp
ar,,,-! frinalist's 1,4113. b-, releaseft whern
V! 4-3 prusentedl the c'deck at the. Cowricil x3etiLng.
HUNTINGTON BEACH
U .S. COAST GUAR
ICEBREAKER
BURTON ISLAN
(WAG 283 )
HOMEPORT
j LONG BEACH, CALIFORNIA, U.S,A.
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WELCOME to the United States Coast Guard Cutter BURTON ISLAND does many things. Shc provides
BURTON ISLAND (WAGB 283). support for scientific expeditions, escorts merchantmen
through ice to keep trade moving when otherwise it might
stop, performs search and rescue in areas where other
The ship is one of a very special type that calls the polar ships cannot go, and — through the scientists and
regions of the Arctic and Antardc their natural habitat. As laboratories aboard -- does various types of research.
you look about please notice that everything is keyed to During the Arctic summer she frequently visits remote
the demands of the frozen seas -- The distinctive red hull Indian villages in Alaska to provide those communities
for vivid contrast with ice; the conning station high above with medical and dental services.
the pilot house, from which the Officer of the Deck inay
pick his way through narrow leads; and the heavy
insulation to shut out the cold. The short length increases
maneuverability, the wide beam provides a channel 00000
through which merchantmen can be escorted, and the deep
draft gives a place for people, stores and fuel. To help
round out the picture:
THE COAST GUARD, founded in 1790_ is one of the
Ship's Company — 195 Armed Forces of the United States and is its oldest
Length Overall — 269 feet (82 meters) sea-going Service, The U.S. Coast Guard is a unique
Beam (width) — 64 feet (19.5 meters)
Draft — 29 feet (8.8 meters) organisation, with no exact counterpart anywllere in the
Displacement — 6515 Tons (5922 Metric Ton) %vorld• Almost 40,000 ,troii , it is charged with a number
of roles -- The safety of life and property at sea, the
enforcement of the laws of the United States, the
operation and Inaintenance of aids to navigation, 1101ar
and domestic icebreaking. oceanography. and a distinct
military role as one of the five Armed Forccs. In peace-
BURTON ISLAND is a Polar Icebreaker. Her cruising tune, the Coast Guard functions within the Department
range is approximately 38.000 nautical miles (71,000 of Transportation,
kilometers) at a speed of 10.5 knots (17 km/hr), She is
propelled by two 5100 horsepower electric motors driving
two propellers which measure 17 feet (5.2 meters) in p 4
diameter. The electricity for the motors is produced by t9��8�10
six 2000 horsepower diesel engine;. BURTON ISLAND o
is capable of carrying 676.000 gallons (2,560,000 liters) �` e
of diesel fuel for her main engines and an additional �'�&goo
17100 gallons (64100 liters) of aviation fuel to support
the two helicopters carried onboard.
1, . A l . C _
tOR 1NIND'1►I NI'L IU,11ASE
FROM Bill Reed 536-5'' .�
May 17, 1976
/ 76-246
51h
AU
es
®� City ®f Huntington Beach
P.O. BOX 190 CALIFORNIA 92646
There are signs Huntington Beach is expanding its horizons.
The sign is a HB Logo and an aroow pointing to a city of Huntington Beach "parking;
facility" at McMurdo Sound, some 7,000 miles from Orange County in Antartica.
Expanding the city's limits was accomplished by Capt. Jim Fournier, commander of the
United States Coast Guard Cutter Burton Island.
Noting that Huntington Beach long had the reputation of the fastest growing city in the
nation, lie took a couple of HB logos to the Antartic and put up the "parking facility' sign which
officially proclaims the McMurdo Bay winter quarters as Huntington Beach territory.
Although the area is heavily surrounded by ice, Huntington Beach residents would have
little trouble making shore after the long sea voyage, because Capt. Fournier's ship is an ice breaker.
The Burton Island was host last week to Huntington Beach Mayor Harriett Wieder and
Mayor Pro Tem Ron Pattinson for presentation by Capt. Fournier of photographs of the "official
parking sign in the arctic. The photographs are now on display in City Hall.
Burton Island leaves its Long Beach berth June 20 to make the long run to the Arctic for
standby ice breaking operations for vessels in the area and for a geological survey of the North Slope.
The ship is one of a very special type that calls the polar regions of the Arctic and Antartic
their natural habitat.
Everything is keyed to the demands of the frozen seas — the distinctive red hull for vivid
contrast with ice, the conning station high above the pilot house, from which the officer of.the deck
may pick his way through narrow leads, and the heavy insulation to shut out the cold. The short
length — 269 feet — increases maneuverability, the wide beam — 64 feet — provides a channel
through which merchantmen can be escorted, and the deep draft — 29 feet — gives a place for people,
stores and fuel. The ship carries 195 officers and crew.
—MORE—
.
G'
t
Burton Island
Add 1-1-1-1
Burton Island is a Polar Icebreaker. Her cruising range is approximately 38,000 nautical
mules at a speed of 10.5 knots. She is propelled by two 5,000 horsepower electric motors driving two
propellers which measure 17 feet in diameter. °
The electricity for the motors is produced by six 2,000 horsepower diesel engines. Burton
Island is capable of carrying 676,000 gallons of diesel fuel for her main engines and an additional
17,000 gallons of aviation fuel to support the two helicopters carried onboard.
She provides support for scientific expeditions,escorts merchantmen through ice to keep
trade moving when otherwise it might stop, performs search and rescue in areas where other slips
cannot go, and —through the scientists and laboratories aboard —does various types of research.
During the Arctic summer she frequently visits remote indian villages in Alaska to provide
those communities with medical and dental services.
—30—
1 �