Maker's Mark, Lyft partner with Far Hills Race Meeting in drinking crackdown

FAR HILLS - The Far Hills Race Meeting is reinforcing its efforts with two new partners to battle excessive drinking during this year's races on Saturday.

Race organizers will be working with Lyft, a rideshare provider, and Beam Suntory, producer of Maker's Mark bourbon, to promote safe and responsible drinking, said race organizer Guy Torsilieri.

“Our partnerships with Lyft and Maker’s Mark will continue our long-standing effort to promote responsible decision-making and safe drinking,” Torsilieri said. “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.”

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Lyft will offer a select amount of free rides home from the event with the promo code NJRACE20. Lyft Ambassadors will 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 at Gate 3 on the corner of Liberty Corner Road and Route 202.  

Maker’s Mark, and its parent company Beam Suntory, are members of the Foundation for Advancing Alcohol Responsibility, a not-for-profit organization 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, a race organizer.

“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 recent years, the image of the Far Hills Race Meeting has been marred by scores of arrests and disturbing images of out-of-control partying that, thanks to the internet, received international attention.

Those images have hurt the Far Hills Race Meeting's tradition, earned over a century, of a fun day of world-class steeplechase races and a celebration of the horse culture in the Somerset Hills that benefits charities.

Race organizers have previously announced stronger measures, in conjunction with law enforcement, to curb underage drinking at the event, which annually attracts 35,000 spectators.

State, county and local law-enforcement officers will be conducting identification checks of underage individuals suspected of drinking alcoholic beverages on the race grounds. Any person entering the event who is visibly intoxicated will be denied entry.

Additionally, all individuals over 21 will receive an identification wristband indicating that they are of legal age to consume alcohol. Officers will conduct roving patrols throughout the day on the race grounds to identify individuals who are highly intoxicated and being disruptive.

For more about Far Hills Race Meeting Association’s Lyft partnership, visit www.farhillsrace.org/directions-to-the-races. For more about Maker’s Mark membership in the Foundation for Advancing Alcohol Responsibility, visit responsibility.org.

Staff Writer Mike Deak: 908-243-6607; mdeak@mycentraljersey.com