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While Huntington Beach retains its 15-year trademark of Surf City Huntington Beach, the Huntington Beach Conference and Visitors Bureau filed four applications to register the “Surf City USA” trademark in November 2004. The idea was to market the city by creating an authentic brand based on Southern California's beach culture and active outdoor lifestyle while at the same time creating a family of product licensees who operate like a franchise family producing a revenue stream that could also be dedicated to promoting the brand and city. A ruling by the U.S. Patent and Trademark Office released on May 12, 2006 awarded three trademark registrations to the Bureau; nine additional trademark registrations have been granted since this time and ten other Surf City USA trademarks are now under consideration.[28] One of the first products the Bureau developed to promote its brand was the Surf City USA Beach Cruiser by Felt Bicycles in 2006. The product has sold out every year in markets worldwide and created demand for a second rental bicycle model that will be marketed to resort locations across the globe starting in 2009.[29] The Bureau now has dozens of other licensed products on the market from Surf City USA soft drinks to clothing to glassware. As of April 2008, the Bureau had more than 20 licensing partners with over 50 different products being prepared to enter the market over the next 18 months.[30] Four of the Bureau's registrations of the trademark are now on the principal register and the remaining ten trademark applications are expected to follow. The Bureau is actively considering registration of the Surf City USA trademark in several different countries and anticipates a growing market for its branded products overseas in coming years. An ongoing dispute between Huntington Beach and Santa Cruz, California over the trademark garnered positive national publicity in 2007 when a law firm representing Huntington Beach sent a cease-and-desist letter to a Santa Cruz T-shirt vendor.[31] A settlement was reached in January, 2008, which allows