TRAVERSE CITY -- Since 1986, Alert Cab has provided free rides home during the holiday season for revelers who should not be driving.
The 23rd annual program winds down on New Year's Eve for patrons of participating restaurants and taverns in the Traverse City and Cadillac region. H. Cox and Sons reimburse cab companies in those cities for fares. An average of 200-300 rides per season are given, totaling more than 4,400 trips in 22 years.
"We always try to contribute to the community and this is one of our best ways to make a difference in the fight against drunk driving," said Ryan Ribel, director of marketing for the Grawn-based distributor of beer, wine and soda throughout northwest Michigan.
Alert Cab rides are available through Dec. 31, ending at 4 a.m. Monday and Tuesday, Dec. 29 and 30, the program runs until 2 a.m. The program kicked off Dec. 20 and ran through the holidays except for Christmas Day.
"Our biggest thing we stress is it's not a substitute for responsible drinking but this is an alternative way to get home," said Ribel, noting signs about the program are posted in H. Cox and Son accounts. "Ask a bartender or server, they sign a card and give it to the cabdriver."
Participating cab companies include Cherry Capitol Cab, Celtic Cab and Chippewa Cab in Traverse City. Ribel estimates that about 80 percent of the rides provided during the program are based around Traverse City.
With a narrow mission, the Alert Cab service is not intended to facilitate more partying or a pub crawl.
"We stress to all the cab companies that the patron is taken from the restaurant or tavern directly to their home," said Ribel, who believes that Alert Cab may also help drinkers think of cabs other times of the year.
Celtic Cab owner John O'Brien is a strong proponent of Alert Cab, participating all three years since launching the service. During the holiday season and especially on New Year's Eve, the company's vehicles transport Alert Cab riders to destinations throughout Traverse City as well as to Kingsley, Honor, Kalkaska and other nearby communities.
"When people have been drinking sometimes they'll make poor decisions," O'Brien said. "I think that Cox is just outstanding for doing something like this, them and the pubs."
Helping both individuals and the community stay safer while celebrating is "incredibly satisfying."
"People need a release, they need to be able to go out and release some energy and we like to be out there and get them home," O'Brien said.
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