MillerCoors wants to team up with Metro to give you a free ride home from your New Year’s festivities.
MillerCoors subsidizes free rides around the country on holidays as part of its “responsible commuting” initiative. According to the company’s internal research, the program– aimed at preventing drunk driving on key holidays such as New Year’s and St. Patrick’s Day– has supported 4.8 million free rides. The free rides area offered in at least eight cities, according to the Miller Lite website, and the company has provided rides in more than 20 cities over several decades, according to Metro. This year, the company says it will subsidize bus service in Milwaukee for the 28th year.
Metro board member Michael Goldman, who represents Maryland, said he plans to vote in favor of the initiative.
“We think it’s a good program and I’m going to support it and hope my other colleagues will as well,” Goldman said Tuesday.
It was only last month that Metro voted to get rid of a 20-year ban on alcohol advertising in the system. It was unclear whether the “responsible commuting” promotion arose as a result of that vote, which had no immediate impact on signage on buses, trains and within the system; Maryland continues to prohibit alcohol ads on public transit as a result of a gubernatorial executive order.
Metro Board Chairman Mort Downey, who voted against lifting the alcohol advertising ban last month, said he had not decided how he intends to vote on the proposal. He pointed to the program’s success in other cities, but said the promotion could be construed as alcohol-related advertising.
“You could put that spin on it,” he said. “On the other hand they are providing something that is a public service. I have to give it some thought.”
Goldman said there would be no direct advertising of beer or liquor, but added that with the campaign there is “some text” imploring people to drink and behave responsibly, which could be emblazoned with company logos.
“I think there may be some pushback from some members who may see it as liquor advertising or may view it as inconsistent with the Maryland executive order,” he said. “I view it as at least — in short — it will be a traditional public service announcement.”
Metro declined to comment on the initiative Tuesday.
“We will have more to say about New Year’s service on Thursday (not before),” an agency spokesman said in an email.
The agenda item says the free rides would be a way to foster goodwill with riders.
“This co-promoted even provides WMATA with a unique opportunity to offer free rides to its customers; guarantees revenue for the period from midnight to close on January 1, 2016; and, generates good will for both WMATA and MillerCoors,” the meeting material says.
It wouldn’t be the first time Metro has offered free service through a corporate partnership. In December 2004, partnered with ING Direct bank to offer free rides during a morning commute. Because it came during a peak period on a weekday, that promotion cost $562,350.
Nonetheless, the the board documents say, “the benefits were similar — good will and support for transit.”
The New Year’s agreement would require that MillerCoors be absolved of any legal responsibility for any losses or damages incurred during the time period.