CA's New 'Eco' License Plate Unveiled

California's new "eco" license plate was unveiled at a Tuesday morning press event at the Santa Monica Pier. Among those in attendance were Assemblywoman Julia Brownley; Santa Monica Mayor Richard Bloom, who also serves on the California Coastal Commission; actress and Heal the Bay supporter Amy Smart; and Misti Kerns, president and CEO of the Santa Monica Convention & Visitors Bureau.

The dignitaries helped launch the CCC and DMV's new "Whale Tail" license plate, created by painter Elizabeth Robinette Tyndall of Bethel Island and graphic designer Bill Atkins of Laguna Beach, both of whom won a related design contest.

While California has had a Whale Tail license plate since 1997, the new version was prompted after the original artist, a muralist who goes by the name "Wyland," recently asked for a 20 percent royalty from sales of the plates. (Read about the Wyland Foundation's reaction to the new plate here).

Over the past 14 years, 200,000 Whale Tail plates have been sold in California, drumming up $60.2 million for coastal conservation and environmental efforts. The money has also been used to fund 433 Whale Tail grants, which go to programs implemented in every coastal county in the state.

Bloom, who announced the design winners, also helped roll out the CCC and the DMV's new “Whale of a Deal” deal: The first 1,000 people who order the plate on EcoPlates.com can get it for $25 instead of $50, or receive $25 off a personalized plate. They'll also get two tickets to an aquarium in California.

“We were delighted to participate in the Whale Tail program that helps generate funds for groups dedicated to coastal restoration projects, beach cleanups and marine education programs,” Kerns said. "These projects help provide residents and visitors with enhanced amenities and services to provide them a cleaner and safer beach.”

The CCC is teaming with convention and visitor bureaus across California for the 27th annual California Coastal Cleanup Day, which will take place Sept. 17. The effort is intended to help boost tourism in the state.

Editor's Note: A slightly longer version of this article was originally published on Santa Monica Patch.