General

Beer is often included in social celebrations because it is the beverage of moderation. Party hosts must realize that, in today's society, a party means more than serving a good time. It means serving a safe time, too.

When Miller planned a party for Texas, attended by nearly a half a million of our "closest" friends, we made sure the party had all the elements necessary to ensure fun and safety.

We began planning the party in May 1988. The 16-month effort culminated with two days in September 1989, when nearly 450, 000 people enjoyed music, games and fun. The party and fund-raisers leading up to it raised more than $1 million for Texas Special Olympics.

Public officials, initially concerned about the event's large scope, praised Miller and its employees and distributors for producing safe and fun events that were enjoyed by many families (See Appendix for comments from public officials, and newspaper excerpts.)

If they chose to and were of legal drinking age, those attending the Biggest Party in History also enjoyed Miller Lite beer. The promotion featured festivals and rock concerts in six cities across the lone star state.

To ensure a fun and safe party for participants, Miller Brewing Company developed a Responsible Event Plan. We encourage you to consider the Responsible Event Plan guidelines when you are planning events of this nature. Although some elements of this plan may not apply to your event, we believe that, generally, the guidelines can help make the event safe and fun for all.

The elements of the plan are simple:

• Plan with experience.

• Train all concessionaires, security staff and volunteers to recognize potential problems.

• Screen and wristband anyone who wants to drink.

• Identify non-drinking, designated drivers, and offer them free alternative beverages.

• Display special signs to encourage responsibility.

• Provide a ride-home program.

• Impose a two drink per-purchase limit.

• End beer sales an hour before the event is over.

• Ban personal alcohol beverages and institute appropriate security measures to ensure safety for all.

In addition to the Responsible Event Plan, Miller encourages event planners to use several other national alcohol alcohol education programs, including:

• Training for Intervention Procedures by Servers of Alcohol(TIPS)

A program that trains bartenders, waiters, waitresses, and concession vendors to encourage responsible drinking and to recognize and handle problem situations.

• Party Smart

A program of the Beer Drinkers of America, which educates consumers about safe and responsible drinking.

• Alcohol Information from Miller (AIM), which provides distributors of Miller products with educational tools and methods to teach others about responsible drinking behavior.

• Public Service announcements, which warn against drunk driving and urge consumers to "Think When You Drink" and "Friends Don't Let Friends Drive Drunk."

• Contemporary adult programs that promote responsible decision-making on college campuses and how to be responsible party hosts.

(information on any of these programs is available from John Shafer, manager of consumer affairs, Government Affairs Department, Miller Brewing Company, 3939 W. Highland Blvd. Milwaukee, Wis. 53208. His phone number is (414)931-4284.)

 

 

Elements of the Responsible Drinking Plan

Plan with Experience.

Start early, a year before the event is not too soon to begin, if the event is of a very large scale. Maintain a team of experienced planners whose shared goal is to put on a safe, responsible party. Use experienced promoters, security specialists, alcohol-abuse prevention professionals, public relations experts and representatives of co-sponsoring organizations. Miller hired a risk manager in Texas to help anticipate and eliminate health or safety problems that could emerge when large numbers of people gather.

Train servers and security staff.

Set up TIPS training sessions a week before the event to teach how alcohol affects behavior and how to recognize potential problems. Serving beer responsibly encourages responsible drinking. Security staff and volunteers also should be trained to enable them to intervene when necessary.

Identify Drinkers.

Require proper identification of any adult who wants to buy beer. Issue a nontransferable wristband of a designated color, or stamp hands. No one - not even a white haired elderly gentleman - should be served without such a wristband. Post signs that state no underaged person or persons without the wristbands, or being identified as legal-age drinkers, will be served. (Hospital supply companies are a good source for the wristbands.)

Identify non-drinking, designated drivers, and offer them free alternative beverages.

Issue wristbands of a different color to licensed adults of legal drinking age who are designated drivers - those who do not drink alcohol beverages and are to drive others home. Include the designated driver program in public service announcements so consumers know you are offering it, and that you are providing free non-alcohol beverages to designated drivers. Do not serve beer to anyone with a "designated driver" wristband.

Remind patrons to "Think When You Drink."

Post numerous signs that urge "Think When You Drink" throughout the event grounds. The signs reinforce pre-event advertising campaigns with the same theme. Use bilingual signage where appropriate. (Contact for the signs is the Government Affairs Department, Miller Brewing Company, 3939 W. Highland Blvd., Milwaukee, Wis. 53208. Or call (414)931-4284.)

Ban patrons from bringing in personal alcohol beverages.

Do not let anyone bring their own alcohol beverages into the event. Pre-event advertising and signs at the entrances should state that no coolers, bottles, cans, Thermoses, hard containers, knives, guns, drugs, or fireworks will be permitted on the grounds. Have security staff visually check purses, bags and any soft containers. Allow patrons to return any prohibited items to their cars or discard them in trash containers at the entrances. At the concerts in Dallas, security staff used hand-held magnetometers to check each person.

Limit Beer sales.

Sell no more than two 12-ounce beers per person at one time. Signs should clearly state the limit at the point of sale. Cut off beer sales at least one hour before the event or concert concludes.

Arrange for sobriety checks.

Ask whether local police will do field sobriety checks. Offer to hire off-duty police officers or other authorized security staff to perform the checks as needed to identify problem drinkers at the event and as they leave the grounds.

Advertise your responsible drinking plan.

Make it clear through print advertising, point-of-sale and other publicity that your even has "do's and don't" for participants. This will reinforce the "Think When You Drink" theme as well as warn abusive drinkers that their behavior will not be tolerated at the event. In Texas, the pre-event advertising also made families feel welcome to attend. Hold press conferences and issue press releases shortly before the event to further promote and to encourage media coverage of your use of the Responsible Event Plan.

Establish procedures for dealing with problem drinkers.

Designate special security teams to document incidents (if any) involving underage or excessive drinkers as well as any injuries, damages to property, fighting or arrests for any reason. The teams should interview victims and witnesses and record any spontaneous statements as well as take photographs. The teas will need two-way radios, incident and witness forms, tape measures and instant cameras.

Provide alternate forms of transportation.

Arrange for taxi companies or coordinate with a "safe ride" program, if available, to take home any problem drinkers or those who feel they should not drive home. (Public buses do not make good alternate transportation because of the possibility of irritating other passengers.)

Provide special tents for partygoers who either need to or are ordered by security staff to rest. No intoxicated person should be permitted to drive home.

First Aid and emergency services.

Provide several first-aid stations with trained staff and rest stations, especially if heat and humidity are factors during your event. Identify nearby medical facilities and their capabilities. Keep an appropriate number of ambulances either at your event site or on standby at a nearby facility. Make a log of anyone using the first-aid station. Equip your rest areas with drinking water and cots. If your event is held during the day, in especially hot weather, provide plenty of free, cold water, as well as "cooling off" stations throughout the party site.

Police and security staff.

As informed, well-staffed and courteous security force is essential to maintain order and head off potential problems.

Require private security firms to have all employees complete and alcohol-server training program as well as security training. The security director, together with the event's producer or operations director, should determine the number of security personnel needed. Overkill on the number of security guards can have a negative effect.

Most private security firms hire temporary workers - college students, military personnel or athletes - and they must be trained to identify potential problems.

Be sure that security firms provide a certificate of insurance listing your firm's name as additional named insured and evidence of worker's compensation insurance for their employees. Firms should also place two-way radios at the command post, and provide the radios for their supervisors.

Establish a uniform appearance for security staff. Dark pants or blue jeans would be appropriate, and provide them with a numbered T-shirt or golf shirt or baseball cap. No staff member should be allowed to work without wearing the designated uniform.

In addition to the TIPS and security training, the security staff should be briefed on the day of the event about their expected behavior, channels of command, areas of responsibility, contingency plans, locations of restrooms, and locations of first aid stations. Security staff should be courteous at all times, and assume a positive attitude about the event and its participants.

Post assigned areas for security staff to monitor. Locations may include:

• Parking lots - Provide security for parked cars and partygoers in the parking lots or those waiting for shuttle buses.

• Shuttle Buses - Provide security for and general information to partygoers riding the shuttles.

• Entrance control - Check partygoers for banned items or enforce admission policies (such as checking credentials or tickets).

• Designated Driver Check - Check for valid driver's licenses, and appropriate wristbands.

• Beer stands - Enforce minimum drinking-age laws and designated driver rules. Provide backup for non-security staff checking identification.

• Perimeter - Prevent partygoers from entering the event without passing through entrances or purchasing tickets.

• Roving - Identify potential disturbances as early as possible; serve as a deterrent for potential incidents; identify intoxicated partygoers or those who have symptoms of medical problems; and identify maintenance or other problems.

• Stage areas - Check credentials of guests and VIPs allowed in the backstage area or restricted area and provide crowd control in front and side stage areas.

• Loading docks and production vans - Prevent theft or damage to production equipment.

• Restrooms - Provide crowd control and orderly use of restrooms. If necessary, add portable units to permanent facilities. (The company supplying the units will be able to determine how many.) Also, arrange for a call which may be made the day of the event to supply more units, if needed. In addition, security will be needed during the set-up and tear-down phases of events as well. The number of security personnel and the length of time that security is required will depend on size and scope of the event.

Establish a Command Post.

Staff a command post with representatives from your firm; police,sheriff and/or fire departments; paramedics or contract medical services company; private security firm; the promotion company, and a representative of the co-sponsoring organization. Each should have a two-way radio to be able to communicate with their supervisory staff on the grounds. Also, make sure there is an adequate intercom system on the grounds. Also, in the case of an emergency announcement, consider making the announcement from a stage, if applicable, because that's where most people congregate.

Agree on a final authority at the post. A Command Post allows swift reaction and eases decision-making during times of crisis. For example, if the grounds reach crowd capacity, local traffic police and media should be informed immediately, so they can begin informing the public. A viable bomb threat, a major disturbance or severe weather might force immediate evacuation.

Set up a good communications network.

Issue a two-channel radio to each security or staff supervisor. Use one channel for routine communications and the other for high-priority messages. The Command Post should monitor both channels.

Critical production staff members should communicate on a different frequency than security staff. Provide the Command Post with enough telephone lines or cellular phones to satisfy its needs. Depending on the event's size, fax machines may also be useful.

Set up an appropriate media center, depending on the size of your event.

Part of a successful event is proper treatment of the local news media. After asking them to give you exposure in advance, you must provide them with decent working conditions at the event so they can conclude their coverage.

Before doing anything, check with your local news media contacts and see what their coverage plans are. Will they need a work area on-site? Do you need to include telephone lines? If you are sponsoring an event with ongoing results (as in a race), you will need a reliable copier and perhaps a fax machine. Make certain you have all pertinent materials the media will need to cover the event - schedules, maps, a quiet, comfortable work area with restricted access, an area for interviews, and a schedule of when specific individuals will be available for interview.

You also must have ready a contingency plan in the event an incident occurs that would reflect negatively on your event. Portable radios help keep key people stay up-to-date and also bring everyone together in a hurry if necessary.

Issue Credentials.

Design credentials for guests, press, production, stage, entertainers, and facility (all areas) passes. If possible, use picture ID's. Issue the credentials with either a lanyard chain or a clip. Decide whether the passes will include admission charges. Security staff should be trained to identify what credentials mean.

Fencing and barriers.

Use only material and construction of fencing and barriers that cannot be made into dangerous objects during a fight or disturbance. Barriers should be tied or fastened to filled 50-gallon drums. Production company representatives should handle fencing requirements. Also, street barricades at gate areas, supervised by security guards, are helpful.

Lost Children and Lost and Found areas.

Designate easy-to-find areas for lost children or objects. A check-in point where children's identification stickers are available is important. The stickers should read "I am here with _______." Do not put the child's name on the sticker. Also, distribute the stickers at the Lost Children's area. This reminds parents and children where to go if lost. Clearly identify areas with flags or banners and on maps. Assign volunteers to the area who are experienced in handling children.

Strive for a clean and spotless appearance.

Clean and well-kept grounds contribute to the overall security and safety as well as the image of your event. Clean grounds discourage littering, and clean restrooms and spills that are quickly mopped up reduce the chance of mishaps.

Here are some major maintenance areas:

Trash - Provide an abundance of trash containers (a local radio or television station may want to provide cardboard containers as advertising vehicles). Empty the containers frequently. Volunteers, ushers, or paid staff should pick up trash continuously to maintain a clean environment.

Restrooms or portable bathrooms - Assign cleaning crews to keep floors mopped and as dry as possible. Service all periodically, replenishing toilet paper and hand towels as needed. Be sure sanitary disposal trucks empty portable bathrooms when needed.

Food and beverage stands - Assign cleaning crews to all stands, with spills given top priority.

Electrical cables, wiring and other utilities - Bury all electrical cables and wiring when possible; if not, suspend them high enough to allow vehicles to pass under if necessary or construct commercial-type covers.

Tent or awning spikes - Make sure that spikes used to secure tents, covers and awnings are visible. In high-traffic areas, place seven-to-eight-foot posts next to the spikes to prevent tripping. Tie ropes with child-proof knots.

Traffic Flow

Work closely with local traffic authorities to help plan as smooth a traffic flow as possible. Design a contingency plan to inform the public when the event grounds are filled.

Require all vendors at the event to have supplies delivered and vehicles removed to designated parking areas at least one hour before the event opens. Ban any deliveries on the grounds during the event. Allow only emergency vehicles on the grounds during the event.

Summary

Miller Brewing Company recognizes that picnics, festivals, fairs, concerts, and parties are part of American culture. Serving beer is only one option at these events. If you choose to include beer in your next event, Miller hopes you have found ways in this manual to help make you event safe and responsible for all.

Here are some comments from public officials in letters and in newspaper articles in reaction to the Miller Lite Biggest Party in History, Sept. 2 and Sept. 3, 1989, in six Texas cities:

Editorial, The Houston Post, Sept 5, 1989

" The long ballyhooed party to benefit Texas Special Olympics took place Saturday in the Astrodome without becoming the major catastrophe some critics had predicted, what with beer consumption an underlying theme of the event.

"Miller Brewing Company obviously did its homework and would have been dealt endless grief had the rock music concert deteriorated into a massive beer bust...

"Miller's so-called 'responsible party plan' included extensive security, designated driver programs, alcohol server training, ride-home services and, perhaps most important, a sophisticated system for checking identification.

"Many anti-alcoholic, anti-drug groups had jumped to the conclusion that the Labor Day weekend would produce a (Randy) Quaid inspired nickel beer event. What actually resulted was a music concert for a worthwhile charity with no extraordinary push to get concert patrons to 'keep trying our free product.' They had to pay for beer just like they do at an Astros or Oilers game. Prices weren't reduced to abnormally low levels, either.

"Quaid and Miller deserve accolades for producing a plan that - with few exceptions - kept a potentially dangerous situation in pretty good check."

United Press International, Sept. 4, 1989

"Dallas Police Deputy Chief Grant Lappin estimated that more than 125,000 attended the concert and a daylong series of activities at the Dallas Convention Center Complex.

"'Would you believe that we've had just one arrest, for disorderly conduct? We think that's exceptional,' Lappin said. 'It's kind of a pleasant surprise for us.'

"Lappin credited recent advertising by Miller emphasizing the need for a 'responsible party' for keeping the Dallas party orderly.

"The promoters went to great length to ensure that the concerns of the police were met,' he said. ' That, together with the type on entertainment and the varied activities, contributed to the pleasant nature. It was a very pleasant crowd.'"

Senate Congressional Record, November 2, 1989. Excerpts from an entry inserted by Sen. Herb Kohl, D-Wis.

Mr. President:... "I learned a great deal when I read about the way Miller Brewing Co., a corporate constituent of mine, handled a 2-day party featuring The Who, which was held in Texas over Labor Day Weekend...

"I was particularly struck as I read the press reports of this event, by the efforts made by Miller to assure that the party would serve to illustrate that it is possible to encourage the responsible consumption of alcoholic beverages...

"And this is not a one-time concern by Miller. I am told they are now packaging their plan so that hosts at other parties - whether they be for four, 400 or 4,000 guests - can also check for alcohol abuse...

"Mr. President, I must say that I am proud of my constituent company and the people who created and mounted the party plan. Clearly it was a very viable demonstration that Miller in particular, and the beer industry in general, can help people learn how to drink responsibly... I commend them and I encourage the entire industry to continue this effort."

Training for Intervention Procedures by Servers of Alcohol (TIPS)

Alcohol Abuse and Your Company Sales

Everyone is talking about alcohol abuse these days. You can hardly pick up a newspaper or watch a television news show without hearing something about this issue. An impatient public is demanding solutions to the drunken driving problem. The result has been several hastily considered proposals that could seriously affect the financial performance of your company.

The ideas being advanced by our critics include:

• eliminating happy hours and other promotions designed to increase sales;

• Reducing the number of hours each day in which your retail establishments are allowed to sell alcohol;

• Making your company legally liable for the actions of intoxicated customers through the passage of dram shop laws.

The courts, in turn, are beginning to hold taverns and restaurant owners, and even servers, legally responsible in civil lawsuits if they sell a drink to an intoxicated patron who then becomes involved in a traffic accident. One Dallas bartender, for example, was recently ordered to pay part of a $2.5 million judgment awarded to the victims of a drunken driver.

So far, 23 states have passed dram shop laws establishing the legal liability of taverns and restaurants. And most other states have recognized this liability in common law. These numbers are expected to grow larger.

Your business could be hit with this issue, and the unpredictable consequences of such a suit could have severe effects on your bottom line.

There has never been a greater need for a company-wide employee training program that will help your bartenders, other servers and sellers cope with the difficult alcohol abuse issue.

TIPS can provide this training at a reasonable cost. Miller has endorsed the program and is seeking to have it implemented throughout the country, with the help of it's distributors.

What is TIPS?

Training for Intervention Procedures by Servers of Alcohol (TIPS) is a new, nationwide program to train the servers of alcohol on ways to prevent alcohol abuse in taverns, restaurants and other businesses where alcohol beveragers are sold.

Through the use of written materials, videotapes and "role playing," your bartenders, waitresses and other employees will learn:

• Important information on the effects of alcohol;

• How to identify potentially troublesome drinkers or situations before they become a problem;

• And how they can deal with intoxicated customers, or those who appear to be on the verge of overindulging, without creating a scene.

It is a practical, common sense approach to help prevent alcohol abuse while, at the same time, not damaging your business. It can be an important addition to the training your employees already receive in such areas as company procedures and product handling.

The program was developed by Dr. Morris E. Chafetz, one of the world's leading authorities on alcohol, and the founding director of the National Institute on Alcohol Abuse and Alcoholism. He is also president of the Health Education Foundation in Washington, D.C., which administers the TIPS program.

The basic training takes six hours. Employees must pass a written test before they will be certified as having successfully completed the basic training.

Why You Should Make TIPS a Part of Your Business

There are several very good reasons for making sure that your employees have received TIPS training:

• A good training program will reduce the chances that one of your servers will put your company into legal jeopardy by selling alcoholic beverages to intoxicated customers.

• A training program might improve your company's chances of defending itself in dram shop liability lawsuits, by showing that you have taken steps to encourage responsible drinking.

• Tips training may save your company money on dram shop insurance. Some insurance companies are giving restaurants and taverns at least 10-percent discount on premiums if 75 percent of the servers have received TIPS training. You may receive the benefits of this discount even if you are self-insured.

• TIPS training, which Miller is making available at a reasonable cost, will firmly position your company as part of the solution to alcohol abuse. This program generates an atmosphere of good will and cooperation in the community that will make legislators and decisionmakers more willing to listen to your company's view on controversial alcohol issues that could hurt your business.

• The positive news coverage and enthusiastic customer acceptance that often accommodates the TIPS program actually could help increase your sales.

Outline of the TIPS Course

Here is a sample schedule of the training activities during the six-hour server course:

How to Arrange for TIPS Training

In most cases, your Miller distributor has made the arrangements to conduct training sessions for your employees, either at the distributor's warehouse or at another location of mutual convenience. The Distributor will supply a qualified instructor and arrange for the necessary training materials.

The cost for instruction and certification is $25 per employee for the six-hour basic server or seller training.

TIPS is a high-quality training program that can help protect your company from lawsuits and help you respond to the public concern over alcohol abuse.

Your Miller distributor will be happy to provide a representative to explain details of the program to you. You can arrange this by contacting your local Miller distributor.

We urge you to take action today to bring this important training to your employees.

Please note: Miller brewing Company believes the TIPS program is a valuable and worthwhile educational effort; however, as Miller did not develop the program, it does not warrant or guarantee any results under the TIPS program and specifically disclaims any such representations.

Blue Ridge Beverage Company, Inc., is a Virginia ABC licensed wholesale distributor of beer and wine products,
and is authorized to sell alcoholic beverages only to Virginia ABC licensed retailers.

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