Another new business aims to get drinkers home safely

Brandon Lakoma and Bryan Ruiz know the concept of their fledgling Schaumburg business isn't new. But they believe they're the first in the area to crack the problem of making it work long-term.

Designated Driving is their name -- and their game.

Lakoma, company president, was surprised such an obvious name and Web address weren't already taken.

Businesses based around getting intoxicated people home safely are more common in Canada, he said. There, as in Europe, penalties for drunken driving are particularly stiff by U.S. standards, he said.

But from a safety standpoint, the need is just as great everywhere, Lakoma said.

After running a similar business part-time last year in Orlando, Lakoma and Ruiz figured they could make it a full-time operation back in the Northwest suburbs, where they're from.

"People love it," Lakoma said. "You can't find any reason not to use it. There won't be anyone on Earth who loves you more than someone you've driven home and driven their car home."

But Designated Driving Inc. steps onto a stage only recently vacated by another such business, KeeZ Pleez.

Started last fall by Chris May of Elk Grove Village and Chuck Grote of South Elgin, KeeZ PleeZ folded in February -- but not, apparently, because of a lack of demand.

On the contrary, Grote said the business' small staff was overwhelmed by the number of calls that came during the same two-hour period every night, 1 to 3 a.m.

Besides May and Grote, there were at most only two other drivers on staff during KeeZ PleeZ's existence.

Grote said they'd expected their calls to be more spread out and didn't have the resources to handle multiple calls simultaneously. Two drivers were required per call, one to drive the customer home in his or her car and the other to follow and pick up the driver.

That's why Lakoma believes his company's larger staff and fleet and sophisticated dispatch system will make the difference.

Each of his two cars can pick up four designated drivers at the end of their calls. He aims to have nine cars, with 36 drivers, by next May.

Right now, Designated Driving is concentrating on the Schaumburg and Hoffman Estates area but expects that to be just one zone among many as the business expands.

The company has also established a business relationship with Schaumburg-based Ala Carte Entertainment, which runs many restaurants and clubs in Chicago and the suburbs.

The company says that beginning this week, it's begun providing designated drivers waiting with the valets at Schaumburg's Alumni Club. That will be offered Tuesdays, Thursdays, Fridays and Saturdays.

Representatives of Alumni Club's parent company, Ala Carte Entertainment, did not return phone calls seeking comment on the partnership.

Designated Driving charges a flat fee of $25 within 10 miles of the pickup, with a cost of $2 for every additional mile, Lakoma said.

He hopes to keep the rates stable for a long time, but with gas prices what they are, he knows he'll probably have to do this by using more fuel-efficient vehicles.

Right now he's using two Crown Victorias -- commonly used as police squad cars -- because of their distinctiveness and sense of security, he said. But he concedes that an entire fleet of these would cost too much in fuel.

Lakoma has also reached out to Alliance Against Intoxicated Motorists in Schaumburg in hopes of establishing a partnership.

While AAIM Executive Director Charlene Chapman said she welcomes any tool that can save lives on the road, she said any endorsement of such a business or program would have to be the result of a detailed conversation to ensure that overindulgence of alcohol, especially by minors, isn't being encouraged.

As Designated Driving tries to get its number out there to help those who may suddenly need a lift, it's also encouraging clients to make arrangements in advance when they can.

Designated Driving can be reached by calling (877) 331-4968. For more information, visit designateddriving.com.