SOURCE: RADD

RADD

October 18, 2010 19:38 ET

RADD Designated Driver Rewards Launch in Downtown LA

40 Establishments Offer Ongoing Freebies for Designated Drivers

LOS ANGELES, CA--(Marketwire - October 18, 2010) - October 14 marked the launch of an innovative program at 40 Downtown Los Angeles (DTLA) establishments to encourage designated drivers with RADD Rewards for staying sober. The RADD in DTLA launch began with a Red Carpet event at The Edison featuring a performance from musician James Tormé, and a RADD Spirit Award presentation to President Pro Tempore for the Los Angeles City Council, Councilwoman Jan Perry, and celebrities from music, film and television.

The goal of the RADD in DTLA program is simple: save lives by rewarding responsible behavior.

When a designated driver at a RADD Rewards Establishment tells the bartender or server that he/she is the designated driver, they'll receive complimentary High Tea Service at Royal Clayton's, a non-alcoholic beer at The Standard, a "RADD Roll" at Takami/Elevate Lounge, free soda at The Edison, and other RADD Rewards that vary by establishment. A list of all 40 participating establishments can be found on www.RADDinDTLA.com. The list includes some of the hottest venues in L.A.

"The Standard, Downtown LA is a place where forward thinking attitudes and ideas are celebrated and our relationship with RADD is an extension of this spirit," said David Lemmond, General Manager of the Standard, Downtown LA. "Encouraging responsibility by rewarding Designated Drivers is a no brainer for us. We like to know that our guests get home safely; we like happy endings."

The RADD in DTLA program celebrates the region's thriving hospitality industry, and strong community. The majority of the RADD Rewards Establishments are bars, lounges and restaurants, but retailers are getting involved as well.

"The franchisees of 7-Eleven are involved in their communities, and are responsible for their neighborhoods. We are associated with RADD to help our neighborhood, and surrounding communities to establish and promote safe driving," said Matt Mattu, franchise owner of two DTLA 7-Elevens.

"We are greatly encouraged to see these businesses step-up and join with RADD and others, to encourage designated sober drivers," said Christopher Murphy, Director of the California Office of Traffic Safety. "People are having a great time and lives are being saved. It's a win-win."

"RADD in DTLA is a perfect model of a public-private partnership at work," said Erin Meluso, President of RADD, The Entertainment Industry's Voice for Road Safety. "Much of RADD's work is funded by a grant from the California Office of Traffic Safety, through the National Highway Traffic Safety Administration. Now our 40 generous RADD Rewards establishments will underwrite the incentives for Designated Drivers."

The districts of DTLA have a plethora of public transportation options and cabs, but people are flocking to the area by car from as far away as Orange and Ventura Counties, making the RADD in DTLA program a community commitment that reaches beyond downtown's borders.

"The California Department of Alcoholic Beverage Control (ABC, an active RADD partner) applauds RADD and the partners who are here today to make the highways, streets and roads in California safer," said Beth Goldberg, ABC Deputy Division Chief at the October 14 launch, "ABC will work closely with RADD and the partners here today to make this a successful effort to get more Californians home safely."

The RADD Rewards program began in San Diego and Sacramento. Downtown is the first Los Angeles location, but organizers hope it hope it won't be the last.