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Alliance Meets $42K Challenge

Posted: 08/25/2009

Washington, DC - August 25, 2009 -Thanks to the over 20,000 people who signed up to follow the 42RIDE on Twitter, the Alliance for Biking & Walking received a $42,000 contribution from 42BELOW Vodka this past Saturday. Matt Djokovic presented the check on behalf of 42BELOW in front of a crowd of nearly 200 people who came to celebrate the conclusion of the 42RIDE in Los Angeles’s Bicycle District.

Matt Djokovic presented the check on behalf of 42BELOW in front of a crowd of nearly 200 people who came to celebrate the conclusion of the 42RIDE in Los Angeles’s Bicycle District. Early this summer, 42BELOW asked cycling supporters to follow the cross-country 42RIDE on Twitter promising $42,000 to the Alliance if the challenge was met.

“This support is just incredible and we thank the 42RIDE cyclists and everyone who followed and supported the ride,” says Jeffrey Miller, president and CEO of the Alliance for Biking & Walking. He added, “We hope that the awareness 42RIDE has generated will inspire other companies across America to become partners for better bicycling and walking.”

The Alliance will use the 42BELOW donation to support grassroots bicycle and pedestrian organizations through a Membership Development Training in San Francisco this September, development of a new online photo library, and Advocacy Advance Grants which will be awarded this fall to startup organizations and innovative campaigns for biking and walking.

“We are proud to be part of this movement,” says 42BELOW’s Matt Djokovic. “Not only did we help 42 riders pedal across the country creating an experience they’ll never forget, but our contribution to Alliance programs will strengthen grassroots organizations across North America who are working to make their communities more bicycle and pedestrian friendly.”

The L.A. event was hosted by the Alliance to celebrate the conclusion of 42RIDE, which kicked off in New York City in June.  Forty-two riders headed westwards for their 4,017-mile, 58-day adventure across the United States, half touring across the northern U.S. and the other touring the southern U.S.. Along the way, the 42 riders promoted bicycling as a fun, sustainable, and healthy means of transportation.

Los Angeles County Bicycle Coalition (LACBC) and Cyclists Inciting Change thru Live Exchange (C.I.C.L.E.), two Alliance organizations, attended the celebration. “LACBC’s membership in the Alliance for Biking & Walking gives us the opportunity to connect in a meaningful way with other bicycle and pedestrian advocacy leaders from across the U.S. and Canada,” says Jennifer Klausner, Executive Director of Los Angeles County Bicycle Coalition. “The Alliance gives us the tools for effective advocacy, and propels our efforts to improve cycling in Los Angeles.”

About the Alliance: Alliance for Biking & Walking is the North American coalition of 140 grassroots biking and walking advocacy organizations. The Alliance works to strengthen state and local organizations through grants, training, sharing best practices and resources. More information about their work or to find a local organization you can work with, check out http://www.PeoplePoweredMovement.org.

About 42BELOW Vodka: 42BELOW Vodka was launched in 1998 in the premium vodka segment and is currently distributed in more than 25 countries. In addition to their support of the Alliance and hosting the 42RIDE, 42BELOW is the lead sponsor of the Bicycle Film Festival continuing in cities across the US this fall.

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