December 18, 2009

Free TTC service again this New Year’s thanks to Toronto’s entertainment leaders

New Year’s revelers returning home on January 1 will again ride the TTC free between 12:01 a.m. and 4 a.m., the Toronto Transit Commission and Liberty Entertainment Group announced today.

TTC Chair Adam Giambrone, Nick Di Donato, President and CEO of Liberty Entertainment Group, and Ferg Devins, Chief Public Affairs Officer, Molson Coors Canada were on-hand to announce a coalition of leaders in the entertainment industry – the Toronto Entertainment Alliance – have again raised the necessary funds to ensure free TTC service for people celebrating this New Year’s Eve.

“On behalf of the TTC and its riders, I would like to thank the Toronto Entertainment Alliance for providing this important service that will make New Year’s celebrations safer and more accessible for everyone,” said TTC Chair Adam Giambrone.

“After a night of celebration, it is our aim to help ensure our patrons arrive home safely,” said Nick Di Donato of Liberty Entertainment Group. “Our customers’ well-being is always our number one priority. This initiative will make their trip home easy and safe, by providing them with complimentary TTC service. Now our second year, our hope is that this initiative will continue for many future New Year’s Eve celebrations.”

“Molson Coors Canada is delighted and proud to be partnering with the Toronto Transit Commission, the Liberty Entertainment Group and the other sponsors to help Toronto residents make the responsible choice this New Year’s Eve,” said Ferg Devins of Molson Coors Canada. “We encourage everyone to celebrate the season and make sure everyone has a plan to return home safely. Let the TTC be your designated driver this New Year’s Eve.”

About 100,000 people are expected to take advantage of this fare-free service on January 1, 2010. Approximately $85,000 was required to off-set the TTC’s loss of revenue. The Toronto Entertainment Alliance came together under Mr. Di Donato’s leadership to ensure TTC customers make it home safely this again year, whether by subway, bus, streetcar or Wheel-Trans.

All TTC subway, bus and streetcar routes will operate until 4 a.m. Wheel-Trans will operate until 3 a.m. The TTC’s Blue Night network will operate after 4 a.m. until regular subway service resumes at 9 a.m.

The initiatives website can be viewed at: www.torontoentalliance.com

For over two decades, Liberty Entertainment Group has been redefining Toronto’s special event and nightlife experience. As creators of such landmark establishments as: Liberty Grand, Rosewater, Spice Route, Rosewater Room, C Lounge, Courthouse, Phoenix and Tattoo Rock Parlour to name a few, Liberty Entertainment Group has become recognized as one of the most successful and innovative companies in the industry www.libertygroup.com

Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner. www.molsoncoors.com

Sponsors for the 2009 TTC New Year’s service

Platinum Supporter

Molson Coors Canada

Gold Supporters

Liberty Entertainment Group

The Keg Restaurants

Humber

Diageo

City Supporters

Barmetrix

Streets.To

Sysco

The Firkin Group of Pubs

Supporters donating in-kind service:

Media Supporters

Toronto Star

NOW Magazine

EYE Weekly

FAB

104.5 CHUM FM

Hype1.com

CTV

CP24

CP24 Radio

Print Supporter

MGS Marketing

Online Supporter

WMedia



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