Not just a number: Drivers choose message with specialized plates

For 20 years Duane McLay has had the message GODLVSU on his license plate to remind other drivers that "God Loves You." McLay said he has gotten both positive and negative responses. [Click to enlarge]

Personalized and specialized license plates allow drivers to express themselves, support a cause or send others a message.

Duane McLay, owner of Emily's Home Furnishings in Le Mars, drives a car with GODLVSU, which translates into "God Loves You," license plates for almost 20 years.

"It's a reminder to people," McLay said. "Everybody needs reminding."

The response to his personal message is mixed.

Some drivers give a positive "thumbs up" or a "thank you" while others react negatively like the time he was vacationing in Colorado and a man accused him of lying, McLay said.

"At least it's provoking them to thought," McLay said. "Hopefully they will evaluate what they are thinking. That's all I can do."

Priscilla Strathman, auto deputy with the Plymouth County Treasurer's Office, said drivers choose to personalize their plates for a variety of reasons.

Some like McLay have a message to send, others want to show off grandchildren's names, their hobbies, nicknames or a little about themselves.

Like the owner with the 3 LTL PGS license plate who is a hog farmer with three children or the bachelor with a camper sporting MAN CAVE plates, Strathman said.

"You can get personalized plates for your personal vehicles as well as trailers, travel trailers and motorcycles," Strathman said. "They are only issued one time. Nobody else can have it."

In addition to personalized plates, drivers can also choose specialty plates including those in support of causes like breast cancer awareness, or organizations like the Cattleman's or professions like firefighters or the military.

The newest plate this year is the Share The Road license plate with bicycle on it supporting the Iowa Bicycle Coalition as a reminder to be aware of cyclists.

Any organization can apply for a specialized plate bearing its name, but to do so must first submit 500 prepaid orders to IDOT before it will be considered.

Also any professional such as a firefighter must show proof that he or she is in that career to renew the plates each year, Strathman said.

Costs for personalized and specialized plates vary, and depending on the organization some of the money may go back to the cause like with the Department of Natural Resources license plates that have either a finch, a pheasant or an eagle on them.

They cost $90 the first time, with $45 of that going to the DNR, and then a $25 annual renewal fee. Any fees for personalized or specialized plates are in addition to annual registration fees.

Personalized plates that aren't also specialized plates cost $25 extra the first year and $5 more each year after. Strathman said that doesn't seem to be a factor as they sell about 20 to 30 a month.

"We sell a lot of them," she said. "Those are our biggest seller."

License plates have come a long way from the ones created during war time that were made of leather with the numbers marked on them. Those are available to view at the Plymouth County Historical Museum, Strathman said.

Now drivers can order personalized plates with two to seven letters or numbers on them, but all have to be approved by the Iowa Department of Transportation (IDOT) and cannot be derogatory.

People occasionally will try to get around the be nice rule by putting together letters in reverse order so the message is spelled correctly when seen in the review mirror, Strathman said. The IDOT has the right to recall or disapprove any submission.

No matter the type of plates whether it be the regular, personalized or specialized it's important to discard them properly when no longer needed, Strathman said.

"We recommend for your own good to turn the plate in," she said. "Plates returned are cut up and recycled."

That ensures someone won't find them and try to use the license plates on their own vehicle. Plates should also be removed from a vehicle when it's sold, Strathman said.

When gifting the specialized or personalized plates, which have to be paid for up front, either the giver or the receiver can decide on the type or message.

"At Christmas time we have a lot of gifts for personal and specialized plates," she said.

Anyone wishing to check out styles of Iowa license plates can go to the auto department in the courthouse or online on the IDOT's site at www.dot.state.ia.us.