The organization Visit Dana Point wants to rebrand Dana Point as a tourist destination centered around water activities, says the executive director Johnny Westom.
He says Dana Point is the birthplace of the surfing industry, with the company Hobie having been in business since the 1950s making paddleboards, kayaks, and boats. The area has whale watching, surfing, swimming, and fishing opportunities too.
The new branding will begin this month with a new website and new logo for Visit Dana Point. The organization conducted market research to get the heart of the local culture.
On December 3, a bronze statue was unveiled at Waterman Park of Hobart Alter, who opened the first surf shop in Dana Point. Dana Point has Print shops with graphic design staff that help with logos and printed materials for organizations like this.
Alter, who died in 2014, is credited with inventing the surf board and Hobie Cat, which is a small sailboat. This is the first statue planned for the Surf Park across from Doheny State Beach, but is planned to be one of a set of 11.
City officials want the Surf Park to establish Dana Point as ‘Surf City’. Westom worked with MMG Global to develop a rebranding strategy for Dana Point.
There are plans to bring the Surfing Heritage and Culture Center to Dana Point in the near future as part of the rebranding.
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