Personally I'm not sure why they don't embrace different options for plates.
The Riders plates in Sask made the province over half a million dollars in the summer of their launch (assuming it's much higher now but couldn't find numbers).
Make the basic one free, make a Flames/Stamps, Oilers/Eskimos, and a few other generic ones (mountain theme, ranch/stampede theme) for a fee. Negates the argument of "wasting tax money".
Montana has hundreds of designs from high schools to colleges to quilting clubs. Proceeds go to the state and the plate sponsor. That might be a bit excessive, but certainly something I think Alberta should look at.
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