By Roger Porter If imitation is the sincerest form of flattery, then the Ravalli County Tavern Association should indeed be flattered by the attention their very successful Designated Driver Program is receiving from local tavern associations throughout the state.
Begun in 1992, the program got off to a slow start, report Ravalli association officials. The very lack of participation actually served as a catalyst to motivate association members to re-examine their program as it existed.
Spurred on by then-association president Cal McComber of Corvallis and Kathy Anderson of Clear Channel radio, the group came to the conclusion that, first, the program lacked sufficient incentives and, secondly, it had too little advertising and publicity to arouse both public and participant awareness.
Armed with these facts the association approached area beer distributors Zip Beverage and Earl's Distributing (now Summit) and received a $1,000 donation from each to get the program started. The $2,000, coupled with a member assessment, was adequate to get the Designated Driver Program as it exists today off and running.
The incentive program for the designated drivers consists of a monthly drawing from amongst the cards of those who signed up as DDs during the current month. The winner of each month's drawing receives $50. At the end of the year a final drawing is held for $1,000. The winner of the 2005 top prize was Bud Owen who received a free ticket to the association's annual charity dinner conducted February 23, where he was presented with his check.
A good deal of the credit for the success of the program is owed to Kathy Anderson who publicized it through Clear Channel Radio and raised both public and participant awareness. An aggressive signage campaign also serves to keep the program in the forefront.
The revamped program is now in its third year and has been adopted by at least two other associations--the local tavern associations of Lake County and the Tri-Counties (Lewis and Clark, Broadwater and Jefferson).
Contrary to the uninformed opinions held by some, intoxicated persons--especially those who would get behind the wheel--are in reality a tavern owner's worst nightmare. According to McComber, the DD Program is
"one way we can protect our businesses by doing our bit and keeping drunken drivers off the road."
In gauging the program's success, he noted that under the original program the total sign ups for any given month would be in the three to five range. Under the revised program, a recent month netted 110 sign ups and it's continually growing.
Yet McComber says they are still "tweaking" it and envision greater incentives and even greater success in the future. Participating taverns are limited to those who are members of the local association.
For those wishing more details, contact Cal McComber (406-961-3591) who has expressed his willingness to help any interested association implement the program.
Source: The Montana Tavern Times, April, 2006, published monthly by Continental Communications, 125 W. Granite St., Suite 102, Butte, MT 59701.