This Arizona License Plate Does More Than Look Good

Arizonans have long embraced specialty license plates as a way to show pride in what matters to them — from sports teams to causes close to home. One of Arizona’s newest designs does more than add personality to a car; it quietly invests in local agriculture, tourism, and sustainability in the state’s northern wine country.

The Verde Valley Wine Trail license plate is now available statewide, blending regional identity with economic impact. Each plate purchased sends $17 directly back to support sustainable vineyard practices, helping ensure that one of Arizona’s fastest-growing agricultural sectors continues to thrive.

A Plate That Tells a Regional Story

The design of the Verde Valley Wine Trail plate was created to reflect the character of northern Arizona. Red rock formations, vineyard imagery, and expansive skies come together in a single visual that captures what makes the region distinctive.

The plate isn’t just about Sedona’s iconic scenery. Its imagery intentionally represents the broader Verde Valley, including communities like Cottonwood, Clarkdale, Jerome, and Cornville — areas where many of the region’s vineyards are actually located.

Wine Country With Real Economic Impact

The Verde Valley has become a destination for wine lovers, with 28 vineyards contributing to a growing tourism economy. In 2023 alone, Arizona winery tourism generated more than $350 million, supported over 2,400 jobs, and produced $115 million in labor income statewide.

The license plate program builds on that momentum, channeling public enthusiasm into direct support for the industry itself. Funds raised will be used to encourage sustainable vineyard development, assist growers in implementing environmentally responsible practices, and explore initiatives that promote responsible consumption.

At its core, the plate is an agricultural investment — one that supports farmers, small businesses, and regional tourism all at once.

From Idea to Law

The path from concept to license plate was anything but quick. Danusia Szumowski of the Verde Valley Wine Consortium spent nearly two years navigating the legislative process to bring the idea to life. The effort culminated when House Bill 2048 was signed into law on March 29, 2024, by Governor Katie Hobbs.

The bill was sponsored by Rep. Selina Bliss, with bipartisan support that included Rep. Quang Nguyen and former Sen. Ken Bennett. Local governments and organizations across the Verde Valley also rallied behind the proposal.

For Szumowski, receiving her own plate — personalized with the phrase “IDIDIT” — was a moment of reflection. Seeing an idea turn into something tangible, something that will continue long after the legislative work is done, made the long process worthwhile.

Legislating From the Ground Up

Rep. Bliss has previously described constituent-driven bills like this one as among the most rewarding to work on. The Verde Valley Wine Trail plate is a clear example of how citizens with a practical idea can work directly with lawmakers to create lasting change.

Local advocates, including longtime Jerome Chamber of Commerce board member Tom Pitts, helped guide the bill through the legislature. Their preparation and persistence ensured the proposal addressed both economic opportunity and public benefit.

Designing Within the Lines

Sedona-based artist Sterling West brought the plate’s vision to life after creating more than 260 images during the design process. While creativity was encouraged, the team also had to work within strict Arizona Department of Transportation requirements, including rules about visibility behind plate numbers.

Those constraints shaped the final look, but didn’t limit the message. The finished design balances clarity with character — something law enforcement can easily read and residents can proudly display.

The tagline “Take the Scenic Route” captures the spirit of the region and the invitation the plate represents.

How the Program Works

The plates are available through Arizona’s Motor Vehicle Division both online and in person. There is a $25 initial application fee and a $25 annual renewal cost, with $17 of that renewal fee going directly to the Verde Valley Wine Trail, a 501(c)(3) organization representing area wineries.

The program required an upfront investment of $32,000 to cover manufacturing and production costs. The initial goal is 1,800 registrations to break even, after which the program begins generating annual funding for the region. Payments to the organization will be distributed by the state each January.

One of Many Ways Arizonans Give Back

The Verde Valley Wine Trail plate is one of three new specialty plates recently unveiled by ADOT. The others include a Phoenix Mercury plate supporting the Suns and Mercury Foundation, and an Ovarian Cancer Awareness plate funding education and support services for patients and families.

In total, Arizona now offers 109 specialty license plates — all available for passenger vehicles and motorcycles — giving residents countless ways to support causes they care about while simply driving where they need to go.

Sometimes, doing something good doesn’t require a big gesture. Sometimes, it’s as simple as choosing a license plate that reflects where you’ve been, what you value, and the future you want to support.