FLORIDA ENDLESS SUMMER SPECIALTY LICENSE PLATE SALES CONTINUE TO GROW RAPIDLY: 272% SINCE 2013 - MICHAEL TOWNER, ICONIC LEGACY

Sales of the Florida Endless Summer specialty license plate have grown 272% since 2013, now surpassing $2 million in 2019 and is now the second most popular specialty license plate out of 122 specialty plates in Florida.

​Funds are used for programs which include educating the general public regarding the history of surfing as a sport and as a recreational activity; providing support for lifeguards at high risk beaches to aid in the protection of the public who utilize such beaches; providing support for environmentally friendly activities; providing educational programs, including publication of articles and hosting and supporting forums and events; and for developing and supporting activities designed to assist in preserving and protecting the shoreline and the delicate ecosystems residing therein.  

​The Endless Summer slogan is used under license from Bruce Brown Films, LLC.

Prior to 1964, the media saw surfers as rebellious thugs, and Hollywood made them out to be a bunch of idiots. Filmmaker Bruce Brown single-handedly changed that with The Endless Summer. It portrayed the wave as a kind of Holy Grail and surfers as knights on a quest. In one stroke, he replaced Hollywood’s buffoonery with the popular mythology that endures today. 

The Endless Summer was Brown’s sixth surfing film in a career that started almost accidentally and proceeded according to the guerrilla template of the times — shoot all winter, edit in the spring, run your ass off all summer showing the damn thing (including doing your own live narration) in school auditoriums and small halls, then pack up for another winter on the road and do it all over again. With The Endless Summer, Brown broke that mold.