CivicBrand Founder Featured on Marketplace

MAY 28, 2026

CivicBrand CEO & Co-Founder Ryan Short was recently featured in a story by Marketplace, the nationally syndicated public radio program produced by American Public Media.

The story explores Huntington Beach’s efforts to generate additional revenue through city-branded merchandise, licensing opportunities, and other brand-related initiatives. As cities across the country search for new revenue sources and ways to strengthen economic resilience, the conversation raises an interesting question: how much is a city’s brand actually worth?

While merchandise and licensing can create value, Ryan discussed the importance of viewing a civic brand as something larger than a product, campaign, or revenue stream.

“The way I think about it is, it’s more of a North Star. It’s like a shared vision.”

That perspective reflects a broader belief that place brands should serve as more than marketing tools. While branded merchandise and licensing can create economic value, the strongest civic brands help shape decisions long before a visitor buys a T-shirt.

For a community like Huntington Beach, a North Star approach to the Surf City USA brand would mean continually asking how public investments, policies, programming, beach access, and community priorities can support surfers and surf culture. In that sense, the brand becomes not just something the city sells, but something it actively stewards and strengthens.

Ryan also highlights Costa Rica’s well-known “Pura Vida” culture as an example of a place identity that has become deeply embedded in both local life and visitor experience.

“It’s so ingrained in the culture. Their locals buy into it, their tourists buy into it. And to me, that’s like the end goal. It kinda raises all ships.”

At CivicBrand, we believe the strongest place brands help align decisions, strengthen community identity, guide growth, support local businesses, attract investment, and create a shared sense of direction for the future. That said, merchandise campaigns can absolutely be one part of that.

Read or listen to the full Marketplace story here.

Marketplace is a nationally syndicated public radio program produced by American Public Media and heard on public radio stations across the country.