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 2006
Responsible Alcohol Merchants to be
Recognized at Press Conference on May 4
Santa Cruz County, CA
April 27, 2006
FOR IMMEDIATE RELEASE
Winners of the sixth annual Responsible
Alcohol Merchant Awards (RAMA) will be
announced at 10am on Thursday, May 4th
at a press conference at K Wine &
Spirits in Capitola.
RAMA recognizes Santa Cruz County
alcohol merchants that refuse to sell
alcohol to minors and actively
contribute to the community. Close to
fifty business owners are expected to be
on hand at the press conference to
accept their awards. Local print and
broadcast media are encouraged to
attend.
RAMA is a unique partnership that brings
together drug and alcohol prevention
agencies with representatives from the
alcohol industry, Chambers of Commerce,
local elected officials and law
enforcement to educate the community
about the dangers of contributing to
underage drinking. The program is
produced by Communities United to Reduce
Bingeing (CURB), Together For Youth, the
United Way of Santa Cruz County, Friday
Night Live and the California Beverage
Merchants Association.
WHO: CURB, Together For Youth,
the United Way of Santa Cruz County,
Friday Night Live and California
Merchants Association and local business
owners
WHAT: Press conference to
announce the 2006 Responsible Alcohol
Merchant Award (RAMA) winners
WHERE: K Wine & Spirits, 708
Capitola Avenue
WHEN: 10 am, May 4, 2006
Today, more than 26 percent of youth in
Santa Cruz County ages 12-20 admit to
using alcohol. And close to 20 percent
of all revenue in alcohol sales is
generated by underage drinkers. For this
reason, community leaders have partnered
with alcohol retailers to actively
discourage and limit youth access to
alcoholic beverages.
Local residents and youth were invited
to participate in the RAMA program by
submitting merchant nominations. All
nominations were then reviewed by youth
from the Santa Cruz County Friday Night
Live Partnership, local law enforcement,
and State Department of Alcohol Beverage
Control.
RAMA winners will be awarded a
Responsible Alcohol Merchant Award
plaque or certificate at the press
conference. These plaques can be posted
in their storefronts along with large
banners promoting their participation in
the RAMA program. They will also be
awarded a proclamation from the County
Board of Supervisors at an upcoming City
Council meeting. Another component of
the program, the Perpetual Plaque,
encourages merchants to continue their
responsible practices by awarding
special recognition for those who are
honored by RAMA year after year. In
addition to the May 4th press
conference, RAMA winners will be
recognized at a luncheon held at
Michael’s on Main as well as at City
Council meetings throughout the County.
Together for Youth/Unidos Para Nuestros
Jovenes is a countywide collaborative
dedicated to reducing alcohol and drug
use among youth. To get involved,
contact Shebreh Kalantari at United Way
at 465-2207 or
tfy@unitedwaysc.org.
Source:
Shebreh Kalantari
United Way of Santa Cruz County
1220 41st Avenue
Capitola, CA 95010
Phone: 831.465.2207
Fax: 831.479.5477
Email:
skalantari@unitedwaysc.org
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