CA's New 'Eco' License Plate Unveiled on Pier

California's new "eco" license plate was unveiled at a Tuesday morning press event that also served to celebrate Santa Monica's .

The hosted one of the three Beachside Press Conferences that took place in California simultaneously at 10 a.m. Among those in attendance were Assemblywoman Julia Brownley; Santa Monica Mayor , who also serves on the California Coastal Commission; actress and supporter Amy Smart; and Misti Kerns, president and CEO of the .

The dignitaries helped launch the CCC and DMV's new "Whale Tail" license plate. It was 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.

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. “Our beaches and the experience they offer are among our most important assets in Santa Monica. 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.

“As the major tenant on the Santa Monica Pier, the two-acre amusement park’s participation in the California Coastal Commission’s Whale Tail campaign fits right in with our commitment to being a leader in our community and industry for green initiatives,” Director of Marketing and Sales Jeff Klocke added.

In late May, the areas near the pier were removed from Heal the Bay's annual "Beach Bummers" list when the nonprofit rolled out it latest Beach Report Card. On Tuesday morning, Smart spoke on behalf of Heal the Bay, which is receiving a grant from the CCC.