Jenny McCarty's National Parks Pass Stickers Go Viral, Raising $30,000 for Conservation
In the autumn of 2025, the U.S. government revealed that the 2026 national parks pass would showcase the current president, inciting backlash from park enthusiasts. In response, artist Jenny McCarty designed wildlife stickers to reclaim the pass, which garnered attention from Outside Magazine, SFGATE, and Last Week Tonight. This initiative raised nearly $30,000 for the National Parks Conservation Association and attracted thousands of new email subscribers. McCarty effectively managed the surge in subscribers and collaborated with another artist for a sleeve design. A year later, she discovered that original artworks were her primary income source, leading her to hire a social media manager. McCarty contributes 10% of her profits to conservation efforts and operates Sage Leaf Studio in Colorado.
Key facts
- In fall 2025, the U.S. administration announced the 2026 national parks pass would feature the sitting president instead of a photo contest winner.
- Jenny McCarty, a watercolor artist and ecologist, created stickers from her paintings of a pika, grizzly, and wolf to cover the president's image on parks passes.
- The viral response led to coverage in Outside Magazine, SFGATE, and Last Week Tonight.
- Nearly $30,000 was raised for the National Parks Conservation Association.
- McCarty gained thousands of new email subscribers, with over 5,000 total, and sold out originals.
- She had pre-existing automations to segment her email list and correspond with collectors.
- She partnered with another artist for a parks pass sleeve and a former park ranger now fulfills orders, both under written contracts.
- After a year, McCarty found originals were her main revenue source and hired a social media manager to allow more studio time.
Entities
Artists
- Jenny McCarty
- Shannon Prindle
- William Deresiewicz
- Cindy Rassche
- Richard Rumble
Institutions
- The Art Biz
- Outside Magazine
- SFGATE
- Last Week Tonight
- National Parks Conservation Association
- Sage Leaf Studio
- Park Pouches
- ManyChat
- Art Biz Success
Locations
- Rocky Mountains
- Denali
- Tetons
- Colorado
- United States
- New Zealand
- East Africa
- Alaska