The Crater Lake specialty license plate program generates approximately $600,000 annually. Over 110,000 plates have been sold, generating to date over $1.87 million. The Oregon Department of Transportation charges $25 per set ($20 plus a $5 plate fee). The $20 is a one-time surcharge, of which $17 goes to the park.
Park Superintendent Chuck Lundy collaborated with the county commission and state legislature in drafting legislation for the establishment of the Crater Lake National Park's Centennial License Plate. The process took over a year and the legislation was passed in July 2001. The Oregon DMV began selling plates at their offices on August 2002.
The Oregon DMV handles the administration and distribution of the plates while proceeds from the sales of the Centennial License Plate are deposited at the National Park Foundation. Funds are disbursed on a project basis as identified by the park superintendent. The majority of the funding is directed toward the Science and Learning Center operating fund. The center is scheduled to open in spring 2006. The Crater Lake Trust has also benefited from the program. Funds from the program were used to cover $40,000 in salary costs in 2003 and 2004.
Marketing for the program is done through: 1) the display of the license plate in all DMV offices, 2) a radio and publication advertising campaign with a related ad agency, and 3) in-park promotion.
Also, Oregon has one of the lowest licensing fees in the United States. When conceiving the program, the park, county commissioners and state legislators wanted to keep the additional cost of the plate affordable. If demand for the plate falls, the state through legislative mandates, can stop issuing the plate and replace it with another specialty license plate.
Michael Justin, Park Concession Management Specialist, suggests that you need strong distribution channels established (DMV/other outlets) to ensure successful sales. Some of the license plate revenues are invested in promoting new sales of the plates.
Additional follow up with plate purchasers also allows for rebuilding of continued support for the plate program. The captured names can be used in the future for outreach and solicitation. The design of the plate should convey a strong image that resonates with people and motivates them to purchase the plates.
Contact: Michael Justin, Park Concession Management Specialist, Crater Lake National Park 541-594-3008