From June gloom to business boom

Jenny Marder

Hundreds of thousands of bikini-clad, surf-struck, waterlogged fans

are swarming Huntington Beach this weekend and emptying their pockets

into local businesses and city coffers.

Less than one month after the City Council voted to slash $11.1

million from the 2002-03 city budget, city officials and merchants

are agreeing that the U.S. Open of Surfing, which draws people from

all corners of the globe, is just the boost that the cash-starved

city needs.

“All the merchants and restaurants talk about a huge surge in

their businesses,” said Naida Osline, city specific events

coordinator. “The first weekend of the event is usually kind of low

key, but it was super-crowded down there this year.”

Last weekend was just the beginning. Downtown merchants know that

it’s the final four-day crunch that draws the biggest crowds to the

shore, and businesses are preparing accordingly.

Local surf shops are fielding double or triple the amount of

customers than normal, said Dana Logston, a cashier at Jack’s

Clothing and Boards.

“We have huge lines all day long, and it’s constantly busy,” she

said.

Like several other Downtown businesses, Jack’s does its best to

profit off the contest by holding autograph signings by pro surfers

and selling U.S. Open merchandise such as T-shirts, girl’s tops, hats

and visors.

Snack and rental shops, Zack’s Pier Plaza and Zach’s Too, which

were suffering in the June gloom are back to a thriving business with

all the festivities.

“The U.S. Open brings people from different parts of the world --

folks from Brazil, South Africa, Europe,” said Mike Ali, owner of the

beach concession shops. “Along with that, we get people who want to

enjoy the contest and the competition. When we do that, we cultivate

some of their business.”

Toward the end of the day, as crowds at the beach start to

dwindle, bars and restaurants such as the Aloha Grill quickly start

filling up.

“The week of the contest is the busiest week of the entire year,”

said Jaime Devereaux, general manager of the small bar and cafe. “The

restaurant is packed day and night.”

The event has already brought sales at Aloha Grill up an estimated

30%, she said.

While all corners of the city notice the increase in business from

the U.S. Open, the effect on the Downtown area is always noticed the

most, said Doug Traub, president of the Huntington Beach Conference

and Visitors Bureau.

“Properties along PCH are at full capacity this week,” Traub said.

“From the hospitality standpoint, from the shopping standpoint, from

the restaurant standpoint -- the brunt is Downtown.”

With parking and sales tax revenue, a good deal of cash is flowing

into the city. The city gains 1% of all revenue soaked up by business

sales and 10% of profit at hotels through the transient occupancy

tax.

“The community really looks forward to this event,” Osline said.

“It’s an event that people have come to expect as a part of the

history of the city.”

The event also helps the city market itself.

“We’re packaging Huntington Beach as Surf City,” she said.