Huntington Beach Launches Branding Push to Boost Tourism Revenue

City opens competitive bidding process for brand management contract after public pushback on initial $720,000 proposal

Apr. 11, 2026 at 5:14am

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A highly stylized, geometric illustration depicting the grand scale and sweeping vistas of a coastal city, with bold gradients and sleek, streamlined forms evoking the Art Deco style.Huntington Beach's ambitious branding initiative aims to elevate the city's profile as a premier coastal destination.Huntington Beach Today

Huntington Beach officials have scrapped a proposed $720,000 branding contract and will now open a competitive bidding process for a new firm to help boost tourism revenue, manage city-branded merchandise, and potentially create a film office and student internship program centered on Surf City's image. The move comes amid public pushback from residents concerned about transparency and potential conflicts of interest.

Why it matters

Huntington Beach is looking to strengthen its brand and attract more visitors to boost the city's tourism revenue. A successful branding campaign could help establish Huntington Beach as a premier destination, but the process has faced scrutiny from the public over transparency concerns.

The details

The city initially proposed a $720,000 branding contract, but after residents raised concerns, officials have decided to open the process to competitive bidding. The new firm will be tasked with helping to boost tourism revenue, manage city-branded merchandise, and potentially create a film office and student internship program focused on Huntington Beach's image.

  • Huntington Beach officials have scrapped the initial $720,000 branding contract proposal.
  • The city will now open a competitive bidding process for a new brand management firm.

The players

Huntington Beach

A coastal city in Orange County, California that is looking to strengthen its brand and attract more visitors to boost tourism revenue.

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What’s next

The city will evaluate bids and select a new brand management firm through the competitive bidding process.

The takeaway

Huntington Beach's branding push highlights the importance of balancing economic development goals with transparency and public input. A successful campaign could pay dividends, but the process must address resident concerns to maintain community trust.