Gov. Tony Evers speaks at unveiling of two new license plate designs
Gov. Tony Evers speaks at the unveiling of Wisconsin’s newest state license plates designs, a blackout design and a retro “butter yellow” design
It was a long road to bring blackout license plates to Wisconsin.
First, a constituent who saw the black-and-white design explode in popularity in Iowa alerted a lawmaker. Two years in a row, he introduced a bill and got public hearings, but momentum seemed to stop there.
Then, last summer, a section in the bipartisan state budget finally gave the green light for blackout plates, plus a throwback “butter yellow” design.
After a few months of preparation, the Wisconsin Department of Transportation unveiled the designs Tuesday, Dec. 9 at Madison’s southwest Division of Motor Vehicles, catching customers there to renew their licenses by surprise.
The plates have seven spaces to personalize. Generic blackout plates will start from ZAA-1001, and retro yellow plates will begin with YAA-1001.
State officials have been talking about bringing back the retro yellow plate for more than a decade. The plate is a throwback to the 1970s and ’80s, but DMV designers wanted to make it feel “familiar but modern.”
DMV officials considered about 10 or 12 possible yellow hues but settled on one that was warmer than “highlighter yellow,” they told the Milwaukee Journal Sentinel.
“The yellow plate is a nod to our state celebrated history as America’s Dairyland and really connects us across the generations,” DOT Secretary Kristina Boardman said.
Plates are in production at Waupun Correctional Institution, where inmates have manufactured the state’s license plates since 1921.
Plates will be available to buy sometime in January, with an exact date coming soon. The plates will cost $15 at first, then a $25 renewal fee each year. Personalizing the plate’s numbers and letters costs an added $15 per year.
Blackout plate is similar to popular Road America design
Another black-and-white design is already the state’s most popular specialty plate: Elkhart Lake’s Road America. It’s similar to the new blackout plate but includes a white outline of the four-mile, 14-turn racetrack.
Fans of the Road America plate – whether or not they’re familiar with Road America itself – say they like the plate because it’s simple, sleek and fits with the color scheme of any vehicle.
Road America officials have no qualms about the state creating a separate blackout plate, and their plate will remain available. In fact, Road America has considered transitioning its current plate to include a nonprofit donation.
The two plates will join around 60 specialty license plates available in Wisconsin, representing sports teams, universities, military branches, hobbies, the environment and more.
The blackout and butter-yellow plates were approved by state lawmakers and the governor, but there’s another, public-initiated path. Groups like Road America that want to create a plate can submit an application that includes 500 signatures from people who intend to buy the plate and pay a $15,500 development fee.
Plates expected to generate $16 million in revenue in first two years
Lawmakers who championed the blackout plates in Wisconsin pointed to their potential to raise crucial money for the state’s transportation fund for roads, bridges and other infrastructure projects.
According to state budget documents, demand for the new plate designs is expected to generate millions in revenue over two years – $4.6 million in the first fiscal year and $12 million in the second.
Those estimates are based on numbers from neighboring Iowa and Minnesota. In Iowa, county offices that issue non-personalized blackout plates even sold out of them within a week.
Iowa issues about 160,000 blackout plates annually. Adjusting for Wisconsin’s larger fleet, demand here could reach 215,000.
By 2028, more than half a million Wisconsinites are projected to have the plates, creating an influx of $14.3 million for the state.
“Year after year, we fought for sustainable, ongoing transportation revenue,” Democratic Gov. Tony Evers said. “This new effort is just another tool in the toolbox.”
Hope Karnopp can be reached at [email protected].
