Snoopy Special Interest License Plate Program Launched! Proceeds to Fund New Museum Grant Program


On February 6, 2014, the California Cultural and Historical Endowment (CCHE), Assembly Majority Leader Toni Atkins, the California Association of Museums, and the Department of Motor Vehicles, launched the Snoopy Special Interest License Plate! As of March 5, 2014, 3,160 pre-paid plate orders have been collected. 7,500 pre-paid orders need to be collected in order for the DMV to begin to create this new license plate. DMV estimates that the Snoopy plates will be produced and issued within one year of the threshold being reached.

In May of 2012, the Board of the California Cultural and Historical Endowment (CCHE) approved a proposal to become the State Sponsor of a new Special Interest License Plate featuring the image of Snoopy. The image of Snoopy has been generously licensed by Jean Schulz and Peanuts Worldwide through the assistance of the California Association of Museums.

Revenues, net of DMV administrative charges will be distributed as follows:

  • 60% for a New Museum Grant Program
  • No more than 20% for CCHE to administer the New Museum Grant Program; and
  • 20% to CAM for programs and services to strengthen California’s museums.

If plate revenues become strong enough to fully administer the grant program at a rate of less than 20%, more resources could be directed to the grants. CCHE and Resources staff will be refining grant guidelines for the New Museum Grant Program in the coming months. Click here for the CCHE Museum Grant Program Fact Sheet.

Special interest license plate programs have an annual cap of 25% of funds received on administrative costs, marketing, or other promotional activities associated with encouraging application for, or renewal of, the special license plates. Only CAM will be spending funds on marketing and promotional activities associated with the application and renewal of the Snoopy plates and they plan to use other sources of funds to support these activities.

The online purchasing site for the new plates is now live. The Snoopy plates are $50 for sequential (non-personalized) plates and $98 for a 6-character personalized plate. Renewal rates are $40 and $78, respectively.

More information is available at www.snoopyplate.com

CCHE is grateful to the following individuals and organizations for their efforts to make this plate program a reality:

Assemblymember Toni Atkins

The California Association of Museums

The California Museum

California Natural Resources Agency

The Charles Schulz Museum

Attorney Andrew Stroud