Surf City USA is going on the road.
And it’s taking beach cruisers, a new logo and the story of legendary duo Jan and Dean with it to the cornfields of Iowa and the fjords of Norway. Tourism officials believe they have the makings for a groundbreaking marketing strategy that will draw thousands of visitors and – more importantly – dollars.
They put that plan into action Tuesday by adopting an official logo, signing a licensing agreement for a Surf City USA beach cruiser, and finalizing an agreement to use the story of Jan and Dean, who sang the popular song ‘Surf City.’
‘We have a very authentic and very historic brand to put out there. … And we’re looking at the best way to get this product out and sell it,’ said Doug Traub, president of the Huntington Beach Conference and Visitors Bureau.
And this is just the start. Future plans include licensing agreements for flip-flops, T-shirts, sneakers, shorts, sunscreen and even a furniture line.
Dean Torrence is on board to make five appearances throughout the year as the official spokesman for the ‘Surf City USA’ brand – which the visitors bureau trademarked last year much to the ire of Santa Cruz officials, who had always laid claim to the title. Torrence and Jan Berry’s estate will receive royalties from the marketing deals.
Traub hopes that money from these agreements will provide a healthy boost to the organization’s budget. It currently receives a yearly $250,000 grant from the city and about $500,000 from a hotel bed tax.
A tourism increase also would mean more money for local merchants and increased tax dollars flowing into city coffers.
While it’s common for cities to create a brand to market themselves, the idea of licensing agreements is fairly new.
Last year, the City of New York through NYC Marketing started a similar operation.