‘Coke is it’ for Surf City

-- Eron Ben-Yehuda

Coca-Cola became the city’s official beverage in February, sparking

concern that Surf City had turned into “Slurp City.”

The 10-year partnership agreement -- reportedly the first of its kind

involving a city government and a corporation in the nation -- offers the

soft drink maker exclusive naming rights. Giving new meaning to its

slogan “Always Coca-Cola,” the company’s trademark red and white logo may

appear on lifeguard towers, beach lockers and concession stands, as well

as parks and other recreation facilities. In addition, Coke can spread

150 vending machines throughout the Civic Center, Central Library and at

the beach.

When two vending machines were installed in September along a stretch of

South Beach, a local popped his top.

“I can’t believe you can do this,” Jim Smith said. “It seems to me like

we’re selling our souls.”

People joked that the Huntington Beach Police Department would strictly

enforce a no-Pepsi rule. Others imagined bottle-shaped buggies driving up

and down the sand.

While some didn’t think “Coke Is It,” city officials gulped down the

opportunity to collect $300,000 per year in revenues, which tripled the

bid offered by Pepsi. And they don’t mind if others smirk at the city’s

expense.

“We’re laughing all the way to the bank,” Deputy City Administrator Rich

Barnard has said.