New DMV 'Whale Tail' Plate Unveiled at Dana Point Harbor

New license plates, anyone?

The California Coastal Commission and the Department of Motor Vehicles unveiled the latest "whale tail" specialty license plate Tuesday in Dana Point.

The redesigned license plate made its debut at a press conference at  as well as at Crissy Field in San Francisco and the Santa Monica Pier.

On hand was the California Coastal Commission to introduce a “whale of a deal” for the public, with details on special incentives to encourage purchase of the new license plate, and to announce the names of the design contest winners.

The new plate features a sunny sky with puffy clouds and the tail of a humpback whale splashing droplets of water into the sea.

First produced in 1997, the whale tail plate is among the most popular specialty license plates, according to the state. Nearly 200,000 plates have been purchased, raising $60.2 million for coastal conservation efforts and education and other environmental projects throughout the state.     

Marine-life artist designed the artwork for the first whale tail license plate. After Wyland asked for a 20 percent royalty from all sales of the license plates, the decision was made to seek out a new design.

“While we are grateful to Wyland for his donation over many years, we opted to retire the plate,” said Peter Douglas, executive director of the Coastal Commission. “This presented an exciting opportunity to freshen the look of the license plate, inspire new interest and get the public involved.”      

As part of the eco-plate's rollout, the Coastal Commission will kick off Stewards of the Coast, a summer campaign culminating with the 27th annual California Coastal Cleanup Day on Saturday, Sept. 17. Convention and visitor bureaus from across the state are supporting the campaign to promote their destinations and California tourism as a whole and to unite around promoting sales of the whale tail plate.

“This is an extraordinary opportunity to protect and preserve our coast, shorelines and ocean, and we recognize and appreciate the value of our finite coastal resources.” said Jim Miller, president of the Dana Point Harbor Association. 

The Stewards of the Coast sponsorship team was spearheaded by Anaheim/Orange County Visitor and Convention Bureau. Other sponsors include the city of Dana Point, Orange County, the Dana Point Harbor Association and the Dana Point Chamber of Commerce.

The eco-plates may be purchased at ecoplates.com or through local DMV offices. The state is offering half off the $50 price to the first 1,000 buyers online.