Bike Fed License Plate

Serendipity is defined as “the ability to find valuable or agreeable things not sought for.” Divine intervention describes the influence of a deity on human outcomes. Any way it’s described, I’m grateful for the connections that have propelled efforts to support the Wisconsin Bike Fed in a new way through a specialized license plate that is currently in progress.

My name is Melissa Putzer, I’m a member of the Wisconsin Bike Fed Board of Directors. I own a dozen bicycles. Back in October I was fortunate to be able to participate in a strategic planning session alongside Bike Fed staff and other Board members. If you get a group of cyclists together, one of the first points of discussion will be what kind of riding they enjoy and what kind of bikes they own. Interestingly, this same phenomenon exists with car enthusiasts. I’m fortunate to have a ‘daily driver’ as well as a ‘fun car’. I’m a passionate bike and car person.

At the strategic planning meeting I was seated with Mike Ridgeman, the Bike Fed’s Government Affairs Manager. Years ago, I had mulled over how custom license plates like the Endangered Species Wolf or Crane plates could be used to help facilitate safer riding. Riding on congested roadways with distracted drivers has made me feel endangered at times!  I asked Mike about the plates and he had all the details.

Getting Started

I was easily able to look up the process and all the instructions necessary for applying for a specialized license plate through the Wisconsin Department of Transportation’s (WisDOT) MV2090 “Authorized Special Group License Plate Application and Signature Page.” MV2090 in Wisconsin allows groups and organizations to design a license plate to promote their cause. $25 in addition to the regular license plate fees can be collected for the group to generate funding. 500 petition signatures and a development fee of $15,500 are the two requirements to put the program in motion.

I had just ordered my first customized license plate for the ‘fun car’ in the fall. I chose the black Road America plates. Ironically, I’ve ridden my bike for 100 miles on the Road America track, but I’ve never driven a car on the track!  

Just before Thanksgiving I had dinner with friends and mentioned that I’d be doing research for obtaining a license plate to support safe cycling. A friend asked if I knew Dave Hornung? I did not. They said they knew that he had designed a license plate. I gave Dave a call just to ask what his experience had been. Turns out that Dave designed our current America’s Dairyland plate back in 1986. He generously offered to help us with design and a contribution towards the necessary fees. What are the odds of finding a person with experience that is willing to help?!

Luck Finding a Designer

At this point I had input from a designer with experience plus directions on what WisDOT needs.  Should this be a thing for the WI Bike Fed? Will it pay off? I was ready to dig in to get more answers. I was fortunate to retire early last August after doing years of product development for multiple Fortune 500 companies. Understanding consumers and figuring out how to meet their needs and wants had been “my jam” my entire professional career.  

By the Numbers

Here are some facts that were shared with the Bike Fed Board that helped them decide to further investigate the possibility of a custom license plate:

• There are ~ 6 million licensed vehicles in WI.   (Almost a perfect 1:1 ratio to the population)
• ~ 25,000 new license plates are issued monthly in the State of WI
• 26 States have a special license plate design that benefits cycling:
  • Some groups receive a one-time donation when the plate is selected. For example, Bicycle Colorado has earned ~$450,000 to date.
  • Some groups collect a first time & annual renewal donation for the special plate. For example, Bike Florida and Florida Bicycling Association earn ~$167,000 per year.
• 500 petition signatures expressing intent to buy = minimum # of plates needed.
• 620 plates to break even on the development fee. 3 years allotted to achieve the minimum.
• The black Road America plate is the #1 custom plate @ ~40,000 on the road.    
• In fiscal year 2023, the endangered species plate sales raised $478,005!
• When a special group plate is selected, the DMV can issue a random number at the standard rate, or an optional customized plate number can be selected for an additional $15.

What Comes Next?

• Right now we are in the process of collecting 500 signatures from interested individuals through bike shops, events, and group meetings.  
• Please watch for a survey in a future e-newsletter to help us determine which design option is most popular. We are currently refining two designs to identify what will have the broadest appeal.
• We plan to set up a fundraising campaign to cover the development fee of $15,500 and will share information on that in future communications.  

If drivers recognize vulnerable road users the way wolves and cranes have been recognized as endangered species with license plate choices, there could be substantial new annual funding to support the WI Bike Fed mission. This funding can be used to support projects anywhere in the state, while grants can have geographic limitations or other requirements that limit how the funding can be utilized. Not having those limitations and being able to respond to projects more readily would be a great thing.    

Thanks for your interest in supporting the Bike Fed’s work through a custom license plate, and please share with others you think would consider this as a fun and meaningful idea to promote safe cycling around the state!