Samantha Fields

Ryan Short is co-founder of the company Civic Brand, which helps cities and regions define their identity.

And yes, make money off of it, but he says that shouldn't be the primary goal.

His favorite example is Costa Rica's unofficial brand slash motto, Pura Vida.

The phrase, which literally translates to pure life, is all over souvenirs.

But it's also a vibe.

At the city's store, Westcott and Varay say they still follow the mission they were given more than 30 years ago when the store opened, to be frontline ambassadors for the city.

Huntington Beach's brand ecosystem reboot is currently on hiatus while the city council takes a deeper look.

So no digital merch machines yet, but you can still get an official Surf City t-shirt at the official city store.

In Surf City, I'm Jill Replogle for Marketplace.

In the weeks after the U.S.

and Israel attacked Iran, jet fuel prices almost doubled from about $2.50 a gallon to nearly $5.

They've come down a little in the last couple of weeks, but are still high.

David Slotnick at The Points Guy says it's an especially big deal for low-cost carriers.

Bigger airlines can more easily raise ticket prices to offset some of these higher jet fuel costs, in a way Dan Akins at Flight Path Economics says budget airlines can't.

That's why this group of low-cost airlines is asking the government for help in the form of tax relief.

But Aiken says that ask raises a fundamental question.

And if airlines get relief, why not other industries?

Or consumers?

At the same time, Slotkin at The Points Guy says this is an existential threat for low-cost airlines.

And that it's the government's war in Iran that has put them in this position.