▁rock ▁and ▁roll ▁du o ▁Jan ▁and ▁Dean ▁had ▁Hun ting ton ▁Beach , ▁not ▁Santa ▁Cruz , ▁in ▁mind ▁when ▁they ▁recorded ▁their ▁ 1 9 6 0 s ▁song ▁" Sur f ▁City ". ▁ ▁Santa ▁Cruz ▁began ▁using ▁the ▁" Sur f ▁City " ▁nick name ▁in ▁ 1 9 2 7 ▁after ▁a ▁local ▁newspaper ▁co ined ▁the ▁mon iker . ▁Hun ting ton ▁Beach ▁officially ▁adopted ▁the ▁" Sur f ▁City ▁USA " ▁nick name ▁in ▁ 1 9 9 1 . ▁ ▁Reg istration ▁of ▁the ▁tra dem ark ▁The ▁Hun ting ton ▁Beach ▁Conference ▁and ▁Vis itors ▁Bureau ▁file d ▁several ▁applications ▁to ▁register ▁the ▁" Sur f ▁City ▁USA " ▁tra dem ark ▁in ▁November ▁ 2 0 0 4 . ▁The ▁idea ▁was ▁to ▁market ▁the ▁city ▁by ▁creating ▁an ▁authentic ▁brand ▁based ▁on ▁Southern ▁California ' s ▁beach ▁culture ▁and ▁active ▁out door ▁l ifest yle ▁while ▁at ▁the ▁same ▁time ▁creating ▁a ▁family ▁of ▁product ▁license es ▁who ▁operate ▁like ▁a ▁franch ise ▁family ▁producing ▁a ▁re venue ▁stream ▁that ▁could ▁also ▁be ▁dedicated ▁to ▁prom oting ▁the ▁brand ▁and ▁city . ▁A ▁r uling ▁by ▁the ▁U . S . ▁Pat ent ▁and ▁Tra dem ark ▁Office , ▁released ▁on ▁May ▁ 1 2 , ▁ 2 0 0 6 , ▁awarded ▁the ▁first ▁three ▁tra dem ark ▁registr ations ▁to ▁the ▁Bureau . ▁ ▁One ▁of ▁the ▁first ▁products ▁the ▁Bureau ▁developed ▁to ▁promote ▁its ▁brand ▁was ▁the ▁Sur f