Santa Cruz T-Shirt Shop Caught in Middle of ‘Surf City’ Feud
By JONDI GUMZ
Sentinel staff writer
SANTA CRUZ — Souvenir T-shirts proclaiming Santa Cruz as "Surf City California USA" will soon be history.
Noland’s on the Wharf, which sells the T-shirts, is among the first to receive a "cease and desist" letter from attorneys hired by the Huntington Beach Convention and Visitors Bureau to protect its "Surf City, USA" trademark.
"I never expected that a $17 T-shirt could cause such a stir," said Bruce Noland, 48, who with his mom, Ginger, runs the business started by his grandfather. "It’s intimidating. We’ve got quality waves, but maybe not the deep pockets Orange County has."
It’s the latest in a heated rivalry between the two beach communities.
Noland ordered the T-shirts from Yesterdays Sportswear in Paso Robles "not thinking it could get us into trouble." He sold 300 in a year and had received another shipment when the lawyers’ letter arrived a week ago.
He said he hadn’t seen the final outcome of the 18-month fight over the Surf City USA name.
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