More than 10,000 residents and visitors of New York’s Westchester County braved the cold to usher in 2009 on New Year’s Eve, and Heineken USA provided free rides home to almost 10% of the crowd.
Heineken USA estimated that 750 people took advantage of its annual “New Year. Safe Call.” program, which encourages responsible behavior related to alcohol consumption by providing complimentary cab rides to New Year’s Eve celebrants in White Plains, N.Y.
The program offered free rides from 11 p.m. on New Year’s Eve to 3 a.m. on New Year’s Day.
It was the fifth consecutive year for the program. Heineken USA partnered with the City of White Plains, the White Plains Business Improvement District and White Plains United cab company to provide the complimentary cab rides to festive passengers.
“Despite the bitter cold, we had a good turnout of neighbors from across the county to celebrate the fresh start offered by the New Year,” said Joseph Delfino, White Plains mayor. “What started as a small celebration with a makeshift ball has become a must-see event in the heart of Downtown White Plains. The efforts of everyone involved, including our friends at Heineken USA, have helped those joining us start 2009 on the right foot by arriving home safely.”
In addition to the “New Year. Safe Call.” program, Heineken USA has partnered with the Westchester County District Attorney’s Office and local retailers through its Operation Teen Proof program, which is designed to prevent anyone under 21 years of age from purchasing alcohol with fake or altered licenses.
The company is also a founding member of the Health Alliance on Alcohol (HAA), a national education initiative designed to attack underage alcohol consumption through effective parent-child communications. Other partner members in that program include the New York-Presbyterian Healthcare System and the White Plains Hospital Center.