Thousands Expected To Enjoy Downtown Festivities; Efforts Planned to Help Them Arrive Home Safely
White Plains, N.Y. – Dec. 10, 2008 – Heineken USA today joined with the City of White Plains and the White Plains Business Improvement District to announce plans to provide Westchester residents of legal drinking age celebrating New Year’s Eve in downtown White Plains a safe ride home for the fifth consecutive year.
Building on the success of the 2007 program, which brought an estimated 2,000 revelers safely home, “New Year, Safe Call” will once again be made available to revelers 21 and older who wish to make a taxi their designated mode of transportation home.
“As a company that has called White Plains home for the past 12 years, Heineken USA is proud to continue to provide this service to our neighbors this holiday season,” said Don Blaustein, president and chief executive officer, Heineken USA. “We take great pride in our commitment as a company to be an active and responsible member of the communities where our employees live and work and to encourage the responsible consumption of our products. As part of these ongoing efforts, the ‘New Year. Safe Call.’ program helps ensure White Plains residents enjoy themselves, while also making the right decisions enjoy our products responsibly and take steps to travel home safely.”
The service, part of Heineken USA’s SAFE CALL program, will be available on the corner of Post Road and Mamaroneck Avenue between 11:00 p.m. on December 31 and 3:00 a.m. on January 1. All residents celebrating the holiday downtown can catch a cab from the designated cabstand will receive a free ride to any residential destination in Westchester County. Charges will apply for rides terminating outside the county, with fares beginning at the county line.
“Every year, thousands of people enjoy the White Plains New Year’s Eve Spectacular in our revitalized downtown, and it’s very important that they get home safely,” said Joseph Delfino, mayor, White Plains. “This initiative is important because it gives New Year’s Eve revelers no excuse to endanger lives by driving under the influence of alcohol. Hats-off to Heineken USA for putting the time and effort into making this program available year-after-year.”
“On behalf of the entire White Plains business community, I’d like to welcome all of our neighbors to join us in kicking off the New Year downtown,” said Rick Ammirato, executive director, White Plains Business Improvement District. “As we all close the books on this year, we’re looking forward to a fresh start for 2009 with a slate of festivities that allows every member of the community to celebrate responsibly.”
This joint program was developed to provide a safe transportation alternative to Westchester-area residents enjoying the New Year’s Eve festivities. Driving under the influence is a national concern, particularly during the holiday season. Over the past few years, Heineken USA has partnered with a number of communities and law enforcement agencies around the country to offer a safe alternative and remind consumers of the importance of responsible consumption throughout the year and during key holiday celebrations.
“Driving while intoxicated is a serious offense, and the holidays can be a time when people do not act in a responsible manner,” said Janet DiFiore, Westchester County District Attorney. “Programs like Heineken USA’s Safe Call are helpful because they offer people real and accessible alternatives to driving, helping to keep our roads safe for all on New Year’s Eve.”
Additional details on the “New Year. Safe Call.” program can be found at www.ResponsiblyMeans21.com and in participating restaurants and bars, as well as other locations throughout downtown White Plains later this month.
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About Heineken USA
Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.