“Wild” is a new theme for Lake Tahoe license plates, as U.S. National Stand Up Paddleboard Team member and Truckee/Tahoe local Jay Wild is featured in television and print ads shot recently at Waterman's Landing in Carnelian Bay.

“Over 96 percent of fees help support projects like the Lake Tahoe Water Trail and access to beaches like this,” says Wild, standing on the beach at Watermans Landing. “I train on the lake every day. Tahoe is a treasure, and I have a Tahoe plate to show my love for this magical place.”

Improvements for public beaches and access to the Lake Tahoe Water Trail supported by Tahoe license plate fees are highlighted in the spots.

California and Nevada Tahoe license plate fees go directly to environmental improvement projects of the California Tahoe Conservancy and the Nevada Department of State Lands. The plates helped fund restoration at Carnelian Bay as well as access to the lake for users of non-motorized watercraft.

Wild donated his appearance for the Lake Tahoe Plate for Projects program, a promotional campaign coordinated by the non-profit Tahoe Fund. Winner of the Donner Lake Memorial Race over 67 international racers last May, Wild has consistently finished in the top four in international competition. He owns a café and SUP (stand-up paddleboard) rental business at Watermans Landing, where he enjoys sharing his passion for the lake and the growing sport.

License plate funds have helped complete watershed and wetland restoration projects, hiking trail and bike path improvements, fish and wildlife protection and erosion control in the Lake Tahoe Basin. Endeavors helped by Tahoe license income include:
    •    Blackwood Creek Restoration/Eagle Rock Trail (West Shore)
    •    Commons Beach (Tahoe City) and Lakeview Commons (South Lake Tahoe)
    •    Third Creek/Incline Creek Restoration (East Shore)
    •    Meadow Bike Path (Stateline)

Local and regional media outlets have donated much of the air time and print space for the ongoing 'Tahoe Plates' campaigns. Tahoe TV/Tahoetopia.com and the Lake Tahoe Visitor Channelwill promote the campaign throughout the fall, and will again join in on the 'Plates For Powder' campaign this coming winter.

For more information, and to order a Lake Tahoe license plate (California or Nevada), visit www.tahoeplates.org