HUNTINGTON BEACH : Mays Introduces ‘Surf City’ Measure

Assemblyman Tom Mays on Friday announced that he has introduced a bill to officially recognize his hometown as “Surf City Huntington Beach.”

If approved by the state Legislature, the measure would bolster Huntington Beach’s campaign to promote itself under the traditional nickname.

By recognizing Huntington Beach as Surf City on the state level, the city will heighten its profile in its attempt to attract corporate sponsors and tourists under the campaign, Mays (R-Huntington Beach) said at a morning news conference.

“We’ll be promoting Huntington Beach throughout the state of California,” said Mays, a surfer and former mayor of Huntington Beach.

Speaking at the city beach before a backdrop of roaring waves and a blue sky that had broken through the morning clouds, Mays applauded the city for using the Surf City campaign to forge corporate sponsorships to reduce public costs.

“The city of Huntington Beach is working on its own to promote its economy,” he said. “It doesn’t need state assistance for this. . . . Hopefully, this will offer other cities in the state the opportunity to do the same thing, promoting whatever is unique about them.”

Known unofficially as Surf City for four decades, Huntington Beach in September officially adopted the nickname, hoping to use its reputation in promoting the city.

To date, Huntington Beach has saved $80,000 because of two Surf City corporate sponsorships, said Ron Hagan, the city’s community services director. Chevrolet last year donated eight Geo Trackers, jeep-like vehicles which are used by lifeguards to patrol the beach. That saved $40,000 that the city otherwise would have spent to replace old lifeguard vehicles, Hagan said.

Another $40,000 is being saved through a new beach cleanup program, he said. The maker of Simple Green, a household cleaning product, is sponsoring the program from October to March. City crews do not clean the beaches during those months. Under the program, the firm will pay local community groups, whose members will be responsible for the cleanup.

The city is seeking other sponsors, and plans to earn additional money by marketing surfboards, beach towels and other products emblazoned with the Surf City Huntington Beach logo.

“Also, a big part of this is name recognition,” Hagan said. “The city is changing from an oil- and agricultural-based economy to a tourist and visitor economy. And the Surf City campaign will be marketing that image.”

The city will get help on the marketing campaign from the surf-rock group Jan & Dean, which celebrated Huntington Beach in their 1960s hit single, “Surf City.” Jan and Dean Torrance appeared at Mays’ news conference to pledge their support to the program.

Mays’ Surf City bill is scheduled to go before the Assembly next month. Mays said it could be passed within weeks.