Providing Public Transportation
Alternatives for the Greater
Phoenix Metro Area

Press Releases

Fri, Dec 12, 2014

Freeze the Keys on New Year’s Eve

PHOENIX (December 12, 2014) – For the second year in a row, Coors Light and Valley Metro are teaming up to provide Phoenix-area residents and visitors with free transit service as they ring in the New Year.  With the support of Crescent Crown Distributing, Coors Light Free Rides® will be available on Valley Metro bus and light rail beginning at 7 p.m. on Wednesday, December 31 through the end of regular service. Route and schedule information are available at, by calling 1-800-FREE RIDES or by texting “FREE RIDES” to 90464.

“We’re excited to help Phoenix celebrate the holiday safely by bringing back Coors Light Free Rides® on New Year’s Eve,” said Gene Giron, Responsibility Initiatives Manager for MillerCoors. “Drunk driving is completely preventable.  We want to help people plan ahead for a safe ride home, and ensure the holiday is memorable for the right reasons.”

Freeze The Keys

Last year, 37,000+ passengers took advantage of Coors Light Free Rides® on New Year’s Eve in metro Phoenix.  In total, Valley Metro saw a 63 percent increase in holiday light rail riders over 2012 and a 36 percent decrease in the number of DUI arrests between Christmas and New Year’s Eve. 

“Ridership on New Year’s Eve last year increased dramatically and shows the community’s desire for a safe ride alternative,” said Steve Banta, Valley Metro CEO.  “We’re proud to partner again with Coors Light to offer this important and sought-after service.” 

The program is supported by Valley Metro member agencies as well as local law enforcement and the Arizona Governor’s Office of Highway Safety.

“The holiday season is about spending time with family and friends, and we hope people enjoy their celebrations responsibly and safely,” said Alberto Gutier, Director for the Arizona Governor’s Office of Highway Safety. “By bringing Coors Light Free Rides® back to Phoenix on New Year’s Eve, Coors Light and Valley Metro are helping take countless cars off the road and keeping our community safe.”

Coors Light Free Rides® are also provided in Panama City Beach, Fla., during the spring vacation season, Eugene, Ore. for football season and Denver, Colo. on New Year’s Eve. For more information, visit or follow Valley Metro on Facebook and Twitter, #celebratesafe, to join the discussion.


About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico.  Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel’s, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.  Learn more at, at or on Twitter through @MillerCoors.

About Valley Metro
Valley Metro provides eco-friendly public transit options to residents of greater Phoenix and Maricopa County including the planning and operations of a regional bus system and the development and operations of light rail. In Fiscal Year 2014, total ridership for the system was 72 million passengers. The first 20 miles of light rail opened December 2008. Seven light rail extensions are planned or are under construction that will create a 60-mile system by 2034. Valley Metro also offers transit options including alternative transportation programs for seniors and people with disabilities, commuter vanpools, online carpool matching, bus trip mapping, bicycle safety and telework assistance. Two Boards of Directors set the policy direction for the agency with the intent of advancing the regional public transit system. Get the latest news by following Valley Metro on Facebook and Twitter or visiting

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