Partnership promotes safe holiday

HAYDEN — One local business is partnering with the North Idaho DUI Task Force to promote safety and education as St. Patrick’s Day approaches.

Heather McDaniel, public information officer for the Idaho Transportation Department, said a partnership with Watkins Distributing started forming about two years ago. 

The main goal of the partnership is to offer people alternative ride options so they don’t drink and drive.

“We have been able to have Watkins sponsor rideshare campaigns in order to promote safe driving,” McDaniel said. “We would much rather help people make good choices instead of finding them after they are already intoxicated and behind the wheel.” 

McDaniel said holidays such as St. Paddy’s Day tend to bring higher DUI arrest numbers.

Watkins is offering coupons for people to get rides to and from their place of choice during the holiday weekend.

Annie Pfinsgraff, the vice president for people of Watkins Distributing, said coupons were offered in print form at local bars in the area, and Watkins also pushed a QR code through social media.  

To reach people who are already in the bars, McDaniel said a digital messaging campaign has been created that will also send notices to jukeboxes around the area. Sponsored social media ads are being used to target specific demographics, as well.

“This year we are offering $10 off for the first 200 users,” Pfinsgraff said. "We have $2,000 for it and hope people will use all of that.”

Pfinsgraff said Watkins allocates the funding from its corporate social responsibility budget.

“You can’t drive drunk if you don’t drive to the bar,” said Pfinsgraff. “If you know you’re going to be drinking, don’t even take your vehicle and just get an Uber to the bar.”

Pfinsgraff said they want people to be able to go out and enjoy lighthearted shenanigans and sip on some drinks, but they want to see people doing it responsibly.

Idaho State Police Sgt. Austin Rosedale with the task force said the first rideshare campaign happened for the Fourth of July in 2022, and statistics showed an immediate impact.

“Our main goal is prevention and education,” Rosedale said. “We would rather not have to arrest anybody.

“Last year we had a milestone year in which we had no impairment-related fatalities during any holidays,” he added.

Rosedale said the overall arrest numbers have also decreased since the partnership formed.

McDaniel said one of the biggest goals is to change the way people think moving forward, leading to more responsible drivers across the region.