FAR HILLS – October 16, 2017 – The Far Hills Race Meeting Association (FHRMA) announced today it will partner with rideshare service Lyft and Beam Suntory premium spirits maker Maker’s Mark to promote safe and responsible drinking during this year’s race on Saturday, October 21, 2017. The annual event is a popular family friendly destination, drawing approximately 35,000 fans every fall.
“Our partnerships with Lyft and Maker’s Mark will continue our longstanding effort to promote responsible decision-making and safe drinking,” said race organizer Guy Torsilieri. “The Far Hills Race Meeting is a fun, family friendly event for all ages, and we are committed to making the event safe for all of our visitors, whether it be by combating drunk driving or promoting alcohol responsibility.”
Lyft, the fastest-growing on-demand transportation service in the US, is partnering with Maker’s Mark and Far Hills Race Meeting to offer a select amount of free rides home from the event with promo code NJRACE20. Lyft Ambassadors will also be available on race day to help new users redeem $15 in ride credit to help them get home safely. Lyft’s designated pick-up and drop-off area on the grounds will be located at Gate 3 on the corner of Liberty Corner Road and US Highway 202.
“We are excited to partner with the Far Hills Race Meeting and Maker’s Mark for this safe rides program to encourage responsible drinking,” said Ann Ferracane, Lyft New Jersey General Manager. “We’re here to help visitors make the right choice and get home safely from the event.”
Maker’s Mark also has lent its name to the effort to crack down on alcohol abuse at this year’s race. Maker’s Mark, and its parent company Beam Suntory, are members of the Foundation for Advancing Alcohol Responsibility, a not-for-profit organization that is committed to curbing underage drinking and drunk driving through corporate social responsibility and the promotion of responsible decision-making.
“Beam Suntory is partnering with the Far Hills Race Meeting to promote our shared goal of promoting safe and responsible drinking,” said Ron Kennedy, Chairman with Guy Torsilieri of FHRMA. “We are dedicated to educating people about the importance of responsible decision-making, and we see a valuable opportunity to impact thousands of lives by collaborating with the Far Hills Race Meeting Association in creating a safe environment for all attendees.”
In addition to Lyft and Maker’s Mark safe rides partnership, race organizers are partnering with law enforcement officials to curb underage drinking. State, county and local law enforcement officers will be conducting identification checks of underage individuals suspected of drinking alcoholic beverages on the race grounds. As part of this year’s initiative, any individual entering the event who is visibly intoxicated will be denied entry. Additionally, all individuals over the age of 21 will receive an identification wrist band indicating that they are of legal age to consume alcohol. Officers will be conducting roving patrols throughout the day on the race grounds to identify individuals who are highly intoxicated and being disruptive.
To learn more about Far Hills Race Meeting Association’s Lyft partnership, visit: https://www.farhillsrace.org/directions-to-the-races/. To learn more about Maker’s Mark membership in the Foundation for Advancing Alcohol Responsibility, visit responsibility.org.
About the Event
The Far Hills Race Meeting traces its origins to the Essex Hunt, a fox hunting event founded in Montclair, NJ in 1870. In 1913, the organizers of the Essex Hunt incorporated as the Essex Fox Hounds. In 1916, the event moved from the original club site to the Grant B. Schley estate — today known as Moorland Farm. Eventually becoming the Far Hills Race Meeting, the races have been continually run—apart from a short hiatus during World War II—on the same site.
Gates open at 8 a.m. on race day. Post time for the first race is 1 p.m. General admission tickets are $100 in advance or $200 at the gate. Advance ticket sales run from September 23rd until October 20th. To purchase tickets or for a list of ticket sale locations, visit www.farhillsrace.org.
About Lyft
Lyft was founded in June 2012 by Logan Green and John Zimmer to improve people’s lives with the world’s best transportation. Lyft is the fastest growing rideshare company in the U.S. and is available to 95 percent of the US population. Lyft is preferred by drivers and passengers for its safe and friendly experience, and its commitment to effecting positive change for the future of our cities.
Media Contact
Darryl Isherwood
908-507-7891
disherwood@mercuryllc.com
