HISTORY OF the
On Wednesday, August 17, 2022, an application was filed by State Coastal Conservancy, pursuant to the rules and regulations regarding specialized license plates, and in May, 2023 is currently under review by the Department of Motor Vehicles and California Highway Patrol.
Existing law requires a state agency to submit the design of the plate for approval by the DMV and pass a visibility test conducted by CHP; send a letter of intent to the DMV to sponsor the plate program, together with a proposed business plan and, if approved by DMV, commence the collection of 7,500 pre-paid applications within 12 months. If the requisite number of applications has not been reached within a year, the state agency has the option of either returning all fees and deposits to applicants, or notify all applicants that it intends to notify DMV that it intends to continue collection efforts to obtain the minimum 7,500 applications within the subsequent 12 months, and provide an option for any applicants to get a full refund.
Legislative Background Summary
In August 2018, the California State Legislature passed SB 1455 authorizing the creation of the Endless Summer special interest license plate for the California Coastal Conservancy. after unanimous approval at every committee stop, an 80-0 vote on the Assembly Floor and a 39-0 vote on the Senate Floor. As part of the Committee approval process, the proposed design was submitted to and approved by the California Highway Patrol (CHP), the DMV and by each Committee in the House and Senate.
During the legislative process, over 16,000 California registered vehicle owners signed up in support of the proposed license plate.
On September 21, 2018, Governor Edmund G. Brown Jr. vetoed all bills that could potentially impact the DMV’s attempt to comply with the Federally mandated implementation of the Real ID Program - AB 1873, AB 2058, AB 2135, SB 987 and SB 1455. The implementation of the Real ID program deadline was subsequently moved to October 2021, due to the pandemic and only a couple of weeks ago was further extended by another 2 years to May 7, 2025.
In August 2018, the California State Legislature passed SB 1455 authorizing the creation of the Endless Summer special interest license plate for the California Coastal Conservancy. after unanimous approval at every committee stop, an 80-0 vote on the Assembly Floor and a 39-0 vote on the Senate Floor. As part of the Committee approval process, the proposed design was submitted to and approved by the California Highway Patrol (CHP), the DMV and by each Committee in the House and Senate.
During the legislative process, over 16,000 California registered vehicle owners signed up in support of the proposed license plate.
On September 21, 2018, Governor Edmund G. Brown Jr. vetoed all bills that could potentially impact the DMV’s attempt to comply with the Federally mandated implementation of the Real ID Program - AB 1873, AB 2058, AB 2135, SB 987 and SB 1455. The implementation of the Real ID program deadline was subsequently moved to October 2021, due to the pandemic and only a couple of weeks ago was further extended by another 2 years to May 7, 2025.
Direct Application to the Department of Motor Vehicles
Since the Governor’s veto, the DMV has received and approved at least six (6) direct applications for specialized license plates, including Imagine No Hunger (Department of Social Services) , Bike California (Department of Public Health), Protect Native Culture (Natural Resource Agency), NASCAR (Natural Resource Agency), Los Angeles Rams (Natural Resource Agency) and the San Francisco 49ers (Natural Resource Agency), all of which were approved to commence their presell directly by the DMV, without legislative approval.
State Coastal Conservancy established a program – The Endless Summer – as a coastal access program. The DMV requires that specialized license plates have a design or contain a message that publicizes or promotes a state agency or the work of a state agency. The proposed design includes the iconic image from Bruce Brown’s ‘The Endless Summer’ movie. Previous images such as the Snoopy image and the artwork of the actor Pierce Brosnan have been approved by the DMV, along with the new proposals that include logos for the 49ers, Rams and NASCAR
On September 23, 2021, an update on the application for the specialized license plate and program was provided at the Coastal Conservancy Public Zoom Meeting advising the Board and the public that the proposal for the creation of The Endless Summer program and application for a specialized license plate would provide stable ongoing funding to support coastal access programs.
On December 15, 2021, State Coastal Conservancy agreed to sponsor a direct application to the DMV for the creation of ‘The Endless Summer’ specialized license plate
On Wednesday, August 17, 2022, State Coastal Conservancy submitted an official ‘Application for Sponsorship of Specialized License Plate Program’ to the DMV, signed by Amy Hutzel, the Executive Officer for Coastal Conservancy.
As of May 4, 2023, we are anxiously awaiting the final proof of the metal license plate and subsequent approval to then proceed with the requisite 7,500 presale.
Since the Governor’s veto, the DMV has received and approved at least six (6) direct applications for specialized license plates, including Imagine No Hunger (Department of Social Services) , Bike California (Department of Public Health), Protect Native Culture (Natural Resource Agency), NASCAR (Natural Resource Agency), Los Angeles Rams (Natural Resource Agency) and the San Francisco 49ers (Natural Resource Agency), all of which were approved to commence their presell directly by the DMV, without legislative approval.
State Coastal Conservancy established a program – The Endless Summer – as a coastal access program. The DMV requires that specialized license plates have a design or contain a message that publicizes or promotes a state agency or the work of a state agency. The proposed design includes the iconic image from Bruce Brown’s ‘The Endless Summer’ movie. Previous images such as the Snoopy image and the artwork of the actor Pierce Brosnan have been approved by the DMV, along with the new proposals that include logos for the 49ers, Rams and NASCAR
On September 23, 2021, an update on the application for the specialized license plate and program was provided at the Coastal Conservancy Public Zoom Meeting advising the Board and the public that the proposal for the creation of The Endless Summer program and application for a specialized license plate would provide stable ongoing funding to support coastal access programs.
On December 15, 2021, State Coastal Conservancy agreed to sponsor a direct application to the DMV for the creation of ‘The Endless Summer’ specialized license plate
On Wednesday, August 17, 2022, State Coastal Conservancy submitted an official ‘Application for Sponsorship of Specialized License Plate Program’ to the DMV, signed by Amy Hutzel, the Executive Officer for Coastal Conservancy.
As of May 4, 2023, we are anxiously awaiting the final proof of the metal license plate and subsequent approval to then proceed with the requisite 7,500 presale.
Senator Henry Stern
Legislative History
2018
Senator Henry Stern successfully passed SB 1455 in August 2018, with a 39-0 vote on the Senate Floor (Allen, Anderson, Atkins, Bates, Beall, Berryhill, Bradford, Cannella, De León, Dodd, Fuller, Gaines, Galgiani, Glazer, Hernandez, Hertzberg, Hill, Hueso, Jackson, Lara, Leyva, McGuire, Mitchell, Monning, Moorlach, Morrell, Newman, Nguyen, Nielsen, Pan, Portantino, Roth, Skinner, Stern, Stone, Vidak, Wieckowski, Wiener, Wilk).
The bill passed Senate Transportation and Housing Committee (11-0: Allen, Beall, Cannella, Dodd, Gaines, Galgiani, McGuire, Roth, Skinner, Vidak, Wiener); and the Senate Appropriations Committee (7-0: Bates, Beall, Bradford, Hill, Lara, Nielsen, Wiener). The bill passed 39-0 on the Senate Floor.
In the Assembly, the bill passed the Assembly Appropriations Committee by 12-0 (Bloom, Bonta, Calderon, Carrillo, Chau, Eggman, Friedman, Eduardo Garcia, Gonzalez Fletcher, Nazarian, Quirk, Reyes) and the Assembly Transportation Committee by 13-0 (Aguiar-Curry, Baker, Berman, Chu, Daly, Fong, Frazier, Friedman, Gipson, Harper, Mathis, Medina, O'Donnell).
The bill passed by an 80-0 vote on the Assembly Floor (Acosta, Aguiar-Curry, Travis Allen, Arambula, Baker, Berman, Bigelow, Bloom, Bonta, Brough, Burke, Caballero, Calderon, Carrillo, Cervantes, Chau, Chávez, Chen, Chiu, Choi, Chu, Cooley, Cooper, Cunningham, Dahle, Daly, Eggman, Flora, Fong, Frazier, Friedman, Gabriel, Gallagher, Cristina Garcia, Eduardo Garcia, Gipson, Gloria, Gonzalez Fletcher, Gray, Grayson, Harper, Holden, Irwin, Jones-Sawyer, Kalra, Kamlager-Dove, Kiley, Lackey, Levine, Limón, Low, Maienschein, Mathis, Mayes, McCarty, Medina, Melendez, Mullin, Muratsuchi, Nazarian, Obernolte, O'Donnell, Patterson, Quirk, Quirk-Silva, Reyes, Rivas, Rodriguez, Rubio, Salas, Santiago, Steinorth, Mark Stone, Thurmond, Ting, Voepel, Waldron, Weber, Wood, Rendon.)
2018
Senator Henry Stern successfully passed SB 1455 in August 2018, with a 39-0 vote on the Senate Floor (Allen, Anderson, Atkins, Bates, Beall, Berryhill, Bradford, Cannella, De León, Dodd, Fuller, Gaines, Galgiani, Glazer, Hernandez, Hertzberg, Hill, Hueso, Jackson, Lara, Leyva, McGuire, Mitchell, Monning, Moorlach, Morrell, Newman, Nguyen, Nielsen, Pan, Portantino, Roth, Skinner, Stern, Stone, Vidak, Wieckowski, Wiener, Wilk).
The bill passed Senate Transportation and Housing Committee (11-0: Allen, Beall, Cannella, Dodd, Gaines, Galgiani, McGuire, Roth, Skinner, Vidak, Wiener); and the Senate Appropriations Committee (7-0: Bates, Beall, Bradford, Hill, Lara, Nielsen, Wiener). The bill passed 39-0 on the Senate Floor.
In the Assembly, the bill passed the Assembly Appropriations Committee by 12-0 (Bloom, Bonta, Calderon, Carrillo, Chau, Eggman, Friedman, Eduardo Garcia, Gonzalez Fletcher, Nazarian, Quirk, Reyes) and the Assembly Transportation Committee by 13-0 (Aguiar-Curry, Baker, Berman, Chu, Daly, Fong, Frazier, Friedman, Gipson, Harper, Mathis, Medina, O'Donnell).
The bill passed by an 80-0 vote on the Assembly Floor (Acosta, Aguiar-Curry, Travis Allen, Arambula, Baker, Berman, Bigelow, Bloom, Bonta, Brough, Burke, Caballero, Calderon, Carrillo, Cervantes, Chau, Chávez, Chen, Chiu, Choi, Chu, Cooley, Cooper, Cunningham, Dahle, Daly, Eggman, Flora, Fong, Frazier, Friedman, Gabriel, Gallagher, Cristina Garcia, Eduardo Garcia, Gipson, Gloria, Gonzalez Fletcher, Gray, Grayson, Harper, Holden, Irwin, Jones-Sawyer, Kalra, Kamlager-Dove, Kiley, Lackey, Levine, Limón, Low, Maienschein, Mathis, Mayes, McCarty, Medina, Melendez, Mullin, Muratsuchi, Nazarian, Obernolte, O'Donnell, Patterson, Quirk, Quirk-Silva, Reyes, Rivas, Rodriguez, Rubio, Salas, Santiago, Steinorth, Mark Stone, Thurmond, Ting, Voepel, Waldron, Weber, Wood, Rendon.)
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On September 21, 2018, Governor Edmund G. Brown Jr. vetoed all bills that he thought could potentially impact the DMV’s attempt to comply with the looming Federally mandated implementation of the Real ID Program - AB 1873, AB 2058, AB 2135, SB 987 and SB 1455.
The other bills vetoed by Governor Brown on the same veto and for the same reason were: AB 1873 (Obernolte) proposed to remove the one-time $5.00 fee to a person applying for a driver's license or ID card with a veteran designation; AS 2058 (Chau) was to clarify that it is unlawful for a person who is under the influence of cannabis or any cannabis product or derivative to drive a vehicle; AB 2135 (Acosta) was a bill to authorize the creation of the personalized Gold Star Family specialized plates; SB 987 (Galgiani) referred to clarifications regarding the check box on driver's licenses for organ donors and the donor registry maintained by Donate Life California for the California DMV. The implementation of the Real ID program deadline was subsequently moved to October 2021, due to the pandemic and further extended to May 3, 2023 and in October 2022 was further extended by another 2 years to May 7, 2025. Nearly 14.8 million Californians had a Real ID as of December 1, 2022. |
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2019
Senator Stern filed SB 140 in 2019, but that bill was held on the suspense file after successfully passing the Senate Appropriations Committee by a vote of 6-0 (Bates, Bradford, Hill, Jones, Portantino, Wieckowski) and after passing the Committee on Transportation by a vote of 12-0 (Bates, Beall, Dodd, Galgiani, McGuire, Morrell, Roth, Rubio, Skinner, Stone, Umberg, Wieckowski.)
2020
Senator Stern's SB 1027 was referred to the Committee on Transportation on February 27th, 2020. That bill stated that the State Coastal Conservancy shall apply to the department to sponsor “The Endless Summer” specialized license plate for the coastal conservancy awareness program described in subdivision (c). The specialized license plates shall bear a surfer design associated with the movie “The Endless Summer” and the slogan “The Endless Summer,” as approved by the State Coastal Conservancy (SCC). SCC shall use the proceeds from the sale of the license plates to fund the Endless Summer Program, to be developed by the conservancy, within the conservancy’s Explore the Coast Grant Program, and the bill requires that the program funded by the act will be accessible to youth from low- and middle-income households lacking access to coastal resources and to youth with disabilities.
Due to the Coronavirus pandemic, the California legislature was shut down and Legislators returned to the state Capitol on Monday, May 4th, 2020, for the first time in nearly two months, confronting an urgent need to deal with coronavirus legislation and a formidable budget deficit. And to work with Governor Gavin Newsom to address a shortfall that could total $35 billion.
Senator Stern filed SB 140 in 2019, but that bill was held on the suspense file after successfully passing the Senate Appropriations Committee by a vote of 6-0 (Bates, Bradford, Hill, Jones, Portantino, Wieckowski) and after passing the Committee on Transportation by a vote of 12-0 (Bates, Beall, Dodd, Galgiani, McGuire, Morrell, Roth, Rubio, Skinner, Stone, Umberg, Wieckowski.)
2020
Senator Stern's SB 1027 was referred to the Committee on Transportation on February 27th, 2020. That bill stated that the State Coastal Conservancy shall apply to the department to sponsor “The Endless Summer” specialized license plate for the coastal conservancy awareness program described in subdivision (c). The specialized license plates shall bear a surfer design associated with the movie “The Endless Summer” and the slogan “The Endless Summer,” as approved by the State Coastal Conservancy (SCC). SCC shall use the proceeds from the sale of the license plates to fund the Endless Summer Program, to be developed by the conservancy, within the conservancy’s Explore the Coast Grant Program, and the bill requires that the program funded by the act will be accessible to youth from low- and middle-income households lacking access to coastal resources and to youth with disabilities.
Due to the Coronavirus pandemic, the California legislature was shut down and Legislators returned to the state Capitol on Monday, May 4th, 2020, for the first time in nearly two months, confronting an urgent need to deal with coronavirus legislation and a formidable budget deficit. And to work with Governor Gavin Newsom to address a shortfall that could total $35 billion.
2021
Senior staffers in Senate Transportation suggested that a direct application to the Department of Motor Vehicles should be pursued, rather than be further delayed by the legislative process.
On September 23, 2021, Mary Small, Interim Executive Officer for Coastal Conservancy, provided an update on the application for the specialized license plate and program at the Coastal Conservancy Public Zoom Meeting, advising the Board and the public that the proposal for the creation of the program and application for 'The Endless Summer' specialized license plate would provide stable ongoing funding to support coastal access programs.
On December 15, 2021, California State Coastal Conservancy agreed to sponsor a direct application to the DMV for the creation of ‘The Endless Summer’ specialty license plate
2022
On Wednesday, August 17, 2022, California State Coastal Conservancy submitted an official ‘Application for Sponsorship of Specialized License Plate Program’ to the Department of Motor Vehicles, signed by Amy Hutzel, the Executive Officer for Coastal Conservancy.
The application is now moving forward and is in the final design stage approval.
Senior staffers in Senate Transportation suggested that a direct application to the Department of Motor Vehicles should be pursued, rather than be further delayed by the legislative process.
On September 23, 2021, Mary Small, Interim Executive Officer for Coastal Conservancy, provided an update on the application for the specialized license plate and program at the Coastal Conservancy Public Zoom Meeting, advising the Board and the public that the proposal for the creation of the program and application for 'The Endless Summer' specialized license plate would provide stable ongoing funding to support coastal access programs.
On December 15, 2021, California State Coastal Conservancy agreed to sponsor a direct application to the DMV for the creation of ‘The Endless Summer’ specialty license plate
2022
On Wednesday, August 17, 2022, California State Coastal Conservancy submitted an official ‘Application for Sponsorship of Specialized License Plate Program’ to the Department of Motor Vehicles, signed by Amy Hutzel, the Executive Officer for Coastal Conservancy.
The application is now moving forward and is in the final design stage approval.
THE ENDLESS SUMMER
For over half a century 'The Endless Summer' has been revered and adored by surfers and non-surfers the world over. Dedicated to the carefree concept of chasing waves and an “endless summer” around the globe, the themes and images presented in Bruce Brown’s magnum opus shined a bright light on the idea that it’s not only okay to daydream, it’s okay to chase those dreams. At the time of the film’s release in 1964, the world found itself engulfed in the nuclear arms race that was the Cold War, as well as an escalating conflict in southeast Asia. In its own unique, happy-go-lucky way, The Endless Summer gave everyone the feeling that everything was going to be alright if they could just get to the beach. It subsequently broke box office records and remains the archetype for all other surf films to come after. More than 50 years since its release, The Endless Summer still typifies these ideals.
"The Endless Summer stands in a class all its own. It manages to illustrate the virtues of surfing to non-surfers and surfers alike in a way no surf-based film has done since." Zach Weisberg, The Inertia Founder
California is the third largest state in the USA, the capital of surfing and the birthplace of surf culture. The approximate 1,000 mile stretch of coastline is home to some of the world’s most famous waves and surf towns. Everything about it is big, from the national parks to the surf. From classic point breaks to gnarly reefs and beach breaks, there are more waves than you can imagine, and most of them can be surfed all year round.
Surfing is a way of life in California. Surf shops line the coast, wearing surf brands is the norm, and some of the world’s best board shapers and surfers call it their home.
The State Coastal Conservancy develops and implements projects that protect, restore, and enhance natural, recreational, and economic resources along California’s coast, coastal watersheds, the ocean, and within the San Francisco Bay Area. The SCC supports projects through direct funding and grants to local agencies and nonprofit organizations that do the following: (1) protect and enhance the natural environment, agricultural and scenic lands, and urban waterfronts in coastal areas; (2) increase public access to coastal areas, build trails, and increase opportunities for outdoor recreation; (3) support K-12 education programs about coastal resources; and (4) prepare for and mitigate impacts of climate change in coastal areas.
The SCC was established in 1976 to protect and improve natural lands and waterways, help people access and enjoy the outdoors and sustain local economies. The Conservancy has completed over 2,400 projects along the California coastline and in the San Francisco bay. These projects include preserving almost 20,000 acres of wetlands, dunes, and wildlife habitat, building hundreds of miles of trails along the coastline and assisting in the completion of more than 100 urban waterfront projects.
The SCC was established in 1976 to protect and improve natural lands and waterways, help people access and enjoy the outdoors and sustain local economies. The Conservancy has completed over 2,400 projects along the California coastline and in the San Francisco bay. These projects include preserving almost 20,000 acres of wetlands, dunes, and wildlife habitat, building hundreds of miles of trails along the coastline and assisting in the completion of more than 100 urban waterfront projects.
On May 5, 2020, in its first ever virtual Board meeting, the Coastal Conservancy authorized $8.2 million in grant funding for projects to restore, protect and increase access to the California Coast and San Francisco Bay. Due to state and local Shelter-In-Place orders, members of the Conservancy’s Board, staff and the public convened via teleconference to discuss and approve 20 projects.
Bruce Brown Films, LLC
Bruce Brown Films (BBF) is a film production company created nearly 60 years ago that produced a number of lifestyle documentary films, the most notable of which being The Endless Summer (1964) and On Any Sunday (1971), which garnered an Academy award nomination for Documentary Feature.
Today, BBF continues to provide its loyal fan base and general public with filmmaker Bruce Brown’s classic films and associated images for current and future generations to cherish. The Bruce Brown Films’ licensing program extends to over 50+ countries, counting over 150+ licensees and collaborative partners.
ENDLESS SUMMER MARKETING GROUP, LLC
Endless Summer Marketing Group, LLC (ESMG) and BBF have extensive experience and expertise in the development, production, marketing and promotion of products for the general public. ESMG is led by Alex Mecl, who holds a wide range of titles and honors across the Marketing, Entertainment and Licensing industries, with over twenty years of experience at or near some of the highest levels of each.
Alex earned joint bachelor’s degrees in economics and International Area Studies (Asia) with Magna Cum Laude honors from the University of California, Los Angeles (UCLA), where he was elected and awarded prestigious and highly competitive lifetime membership in Phi Beta Kappa. He is a trilingual native speaker in English, German and Japanese, and proficient in both Chinese and French.
Alex earned joint bachelor’s degrees in economics and International Area Studies (Asia) with Magna Cum Laude honors from the University of California, Los Angeles (UCLA), where he was elected and awarded prestigious and highly competitive lifetime membership in Phi Beta Kappa. He is a trilingual native speaker in English, German and Japanese, and proficient in both Chinese and French.
After starting his professional career as a management consultant with Price Waterhouse (PWC), Alex went on to establish The Content Agency (TCA), one of the industry’s most successful and well-recognized Asian licensing companies. With a focus on developing and managing intellectual property programs for the Lifestyle industry. TCA focuses closely on the Fashion, Art, Music and Entertainment fields. Over the past two decades, Alex has been a driving force in the Entertainment and Tech industries, where he has been responsible for overseeing a long list of brand, concept and product launches. One of his strengths has been in developing and expanding close strategic partnerships with many Fortune 500 companies in the U.S. and abroad.
In addition to his ongoing managing of The Content Agency, Alex is the Co-Founder and head of Business Development of Knoable, Inc.; International Strategic Consultant for WeChat; and sits on the board of directors for various companies, including Bruce Brown Films.
In addition to his ongoing managing of The Content Agency, Alex is the Co-Founder and head of Business Development of Knoable, Inc.; International Strategic Consultant for WeChat; and sits on the board of directors for various companies, including Bruce Brown Films.
