Entrepreneur sees way to cut drunken driving

Former winery operator says REDCard may help those who overimbibe get home safely

By CLARK MASON
THE PRESS DEMOCRAT

As the former managing partner in a winery, LaMarion Spence has thought about the issue of wine drinkers who overimbibe and drive.

“I would watch people get drunk, get in a car and cross my fingers they’d get home safely,” he said, adding that sometimes he had to take away car keys, or take other measures to stop drinking drivers.

The Healdsburg man is on a mission to reduce drunken driving by making it easier for those who have overindulged to get a ride, or a hotel room, at a reduced price.

Spence spoke at a meeting of the Healdsburg City Council this month to pitch his idea of taxi and shuttle rides that would be largely sponsored by corporations and businesses.

As an entrepreneur, he sees it as a for-profit enterprise that would tap liquor and wine distributors, hotels and others to help underwrite the costs.

REDCard, as he has dubbed the concept, would be a car service for individuals, groups, communities and companies whose members find themselves impaired while away from home.

He hopes to make its debut on New Year’s Eve and have it fully up and running in about a year.

With businesses subsidizing the service, it would allow for a reduced taxi and shuttle fare and even discounted hotel rooms.

Healdsburg city officials had a positive reception to the idea, but questions remain about financing and the ability to pull it off.

Spence acknowledged he hopes to make money on the venture. “It’s a community service that marries private enterprise with social responsibility,” he said Thursday.”

But he said it could end up being converted to a nonprofit operation.

Healdsburg officials wished him success.

“If it gets even one impaired person home safely, it would be worth it to me, having seen the damage impaired drivers can do to themselves and third parties,” Police Chief Kevin Burke said.

“I like the thought that we don’t want drunk drivers out there,” said City Councilman Steve Babb, who nevertheless questioned if there is a big enough need in Healdsburg for the service, or the population base for it.

“I don’t think the statistics show drunk drivers come from wineries,” Babb said. “I know it happens. But there’s a lot of chauffeuring, limousines and bus services and designated drivers hired.”

He said that Spence, a business entrepreneur, has credibility. “It seems when he talks, he backs it up with names of people in business that support him,” Babb said.

Spence, 39, is the former managing partner at the now defunct Roshambo Winery. He founded a startup, Wing Nut, described as an alternative chamber of commerce dedicated to building sustainable businesses.

This is how Spence explains the way REDCard, a subsidiary of Wing Nut, would work:

“It’s a Thursday night, or any night and you did not plan to have more than one glass of wine or beer, but you did,” he wrote in a brief synopsis.

Spence said that is where REDCard comes in. With a toll-free call to 1-855-KALLRED, a number he already has secured, a car is dispatched to your location.

“You climb into the vehicle and hand the driver $5 — along with a REDCard given to you by the establishment, and the driver immediately transports you to your residence or place of lodging,” he said.

Meanwhile, he said the impaired person’s car could be “valet-parked” at a city lot, or taken to the impaired driver’s destination.

But he also acknowledged “we’re having challenges with logistics” as well as insurance liability issues.

Among the local hoteliers who were contacted by Spence and said they would cooperate with the program is Aaron Krug, general manager of the Dry Creek Inn Best Western.

He said he would be willing to drop the rate for the night, although how much depends on availability. A $99 room rate during the week might be lowered to roughly half price, depending on the season and occupancy, according to Krug.

“As long as we can help, based on availability, we will participate and keep them off the road,” Krug said.

You can reach Staff Writer Clark Mason at 521-5214 or clark.mason@pressdemocrat.com.