Stamp Announcement 13-18: La Florida Stamp

Stamp Announcement 13-18: La Florida Stamp

On April 3, 2013, in St. Augustine, Florida, the Postal Service™ will issue the La Florida First-Class Mail® commemorative stamp (Forever® priced at 46 cents) in four designs in a pressure-sensitive adhesive (PSA) pane of 16 stamps (Item 470600).

The stamp will go on sale nationwide April 3, 2013.

The U.S. Postal Service® commemorates the 500th anniversary of the naming of Florida with four new stamps that celebrate the beauty of the state’s floral abundance. Spanish explorers named the land “La Florida” for Pascua Florida (“Feast of Flowers”), Spain’s Easter celebration, and for the verdant display of vegetation that they could see from their ship. The four stamps contain a cascade of blossoms that evoke the feeling of a tropical garden. Each stamp shows a particular variety of flower: red and pink hibiscus; yellow cannas; morning glories in white, red, and shades of purple; and white and purple passionflowers. The selvage features an imagined scene of explorers traveling in a small boat along a river or channel surrounded by tropical foliage. Art director Ethel Kessler designed the La Florida stamp issuance, with floral art by Steve Buchanan.

To learn more about the stories behind the stamps, visit

Distribution: Item 470600, La Florida Commemorative First-Class Mail (Forever priced at 46 cents) PSA Pane of 16 Stamps

Stamp distribution offices (SDOs) and stamp distribution centers (SDCs) will receive their normal automatic distribution quantity of La Florida stamps. Distributions are rounded up to the nearest master carton size of 32,000 stamps.

Initial Supply to Post Offices

SDOs/SDCs will make a subsequent automatic distribution to Post Offices™ of a quantity to cover approximately 45 days of sales. Distribution quantities for the automatic distribution will be posted, by finance number and unit id, on the Asset Management SDC webpage at

Sales Policy

All Post Offices should maintain a sufficient inventory level of this item until the stamp is officially withdrawn from sale. If supplies run low, Post Offices must reorder additional quantities using their normal ordering procedures.

How to Order the First-Day-of-Issue Postmark

Customers have 60 days to obtain the first-day-of-issue postmark by mail. They may purchase new stamps at their local Post Office, at The Postal Store® website at, or by calling 800-STAMP-24. They should affix the stamps to envelopes of their choice, address the envelopes (to themselves or others), and place them in a larger envelope addressed to:

La Florida Stamp
U.S. Postal Service
99 King Street
St. Augustine, FL 32084-9998

After applying the first-day-of-issue postmark, the Postal Service will return the envelopes through the mail. There is no charge for the postmark for quantities under 50. All orders must be postmarked by June 3, 2013.

How to Order First-Day Covers

The Postal Service also offers first-day covers for new stamp and stationery issues. These items are postmarked with the official first-day-of-issue cancellation. Each item has an individual catalog number and is offered in the quarterly USA Philatelic catalog, online at or by calling 800-782-6724. Customers may request a free catalog by calling 800-782-6724 or writing to:

U.S. Postal Service
Catalog Request
PO Box 219014
Kansas City, MO 64121-9014

Philatelic Products

There are seven philatelic products available for this stamp issue:

n 470606*, Press Sheet with Die Cuts, $73.60 (print quantity of 2,500).

n 470608*, Press Sheet without Die Cuts, $73.60 (print quantity of 2,500).

n 470610*, Keepsake (Pane & Digital Color Postmark Set of 4), $13.95.

n 470616*, First-Day Cover Set of 4, $3.60.

n 470621*, Digital Color Postmark Set of 4, $6.44.

n 470623, Notecards, $13.95.

n 470630*, Ceremony Program (random), $6.95.

Items with an asterisk (*) will use the 128 barcode from Stamp Fulfillment Services. All other philatelic products will continue to use barcode series A, with the exception of the Yearbook and the Guide Book.



La Florida

Item Number:


Denomination & Type of Issue:

First-Class Forever Commemorative


Pane of 16 (4 designs)



Issue Date & City:

April 3, 2013, St. Augustine, FL 32084


Ethel Kessler, Bethesda, MD

Art Director:

Ethel Kessler, Bethesda, MD


Ethel Kessler, Bethesda, MD


Steve Buchanan, Winsted, CT




Avery Dennison, Designed and Engineered Solutions

Manufacturing Process:



Avery Dennison (AVR)

Printed at:

AVR, Clinton, SC

Press Type:

Dia Nippon Kiko (DNK)

Stamps per Pane:


Print Quantity:

92 million stamps

Paper Type:

Prephosphored, Type I

Adhesive Type:


Processed at:

AVR, Clinton, SC


Yellow, Magenta, Cyan, 363 (Green), 385 (Dark Gray), 2655 (Lavender), 613 (Dark Yellow), 2602 (Purple), 187 (Red)

Stamp Orientation:


Image Area (w x h):

0.84 x 1.42 in./21.34 x 36.07 mm

Overall Size (w x h):

0.98 x 1.56 in./24.89 x 39.62 mm

Full Pane Size (w x h):

7.00 x 7.00 in./177.80 x 177.80 mm

Plate Size:

160 stamps per revolution

Plate Numbers:

“V” followed by nine (9) single digits

Marginal Markings:


Header: “LA FLORIDA” \u00B2 Celebrating the … in 1513 – La Florida Plate numbers below bottom right stamp


Header: “LA FLORIDA” The first written … is celebrated in 2013. © 2013 USPS
USPS Logo Plate position diagram
Barcode (470600) in lower left corner of pane Promotional text