Councilmember Jacqui V. IrwinCity of Thousand Oaks, CA

CA Department Alcohol & Drug Programs Conference

Radisson Hotel, SacramentoOctober 12,2010

Alcoholic Energy Drinks and Youth Alcohol Problems

City’s Commitment to Youth

The City Council’s mission statement:

“Extraordinary service to the citizens we serve is our purpose and product.”

As one of the nation’s safest cities, the City of Thousand Oaks is committed to the well being of our youth population and the City Council is committed to providing services and resources to support their growth and success.

Existing Youth Programs

Youth Commission that advises the City Council and implements programs

Youth Master Plan- Every other year, the Youth Commission hosts a summit with Councilmembers and students to discuss important youth issues.

Teen Center through a joint partnership with Conejo Recreation and Park District

Youth Outreach Worker- through a joint partnership with Conejo Recreation and Park District, two recreation leaders visit middle and high school campuses and encourage teens to get involved with the teen center and recreational programs. They also provide outreach to the at-risk population.

STTOP Program- Encourages the community to call and report dangerous driving by teens

Underage Drinking- A Local Issue

Traditional Providers

Office of Juvenile Justice and Delinquency Prevention Annual Conference

2006 - City was invited to Participate in the Office of JuvenileJustice and Delinquency Prevention’s Annual National LeadershipConference with representatives of Ventura County Behavioral Health, the Sheriff’s Department, and other prevention experts,volunteers, and community coalitions.

The conference served as a springboard for partnerships withthese stakeholders to develop additional solutions that cities,such as Thousand Oaks, can implement in controlling underagedrinking.

Partnerships Resulted in InnovativeWays in Dealing with Underage Drinking

● Parenting Classes

● Social Host Ordinance

● Legislative Efforts

● Annual Parenting and Student Outreach at High

Schools

● Additional Programs Implemented Through

Partnerships

Alcoholic Energy Drinks- New Danger

New energy drinks are on the market with 9-12% alcohol. Alcoholic Energy Drinks or AEDs are of great concern.

Energy drinks' stimulating properties:

• Boost the heart rate• Increase blood pressure • May cause palpitations• Dehydrate the body• Prevent sleep

Energy drinks and alcohol createa potent risk of greater intoxicationwithout feeling the effects.

Alcoholic Energy Drinks- Risk Factors

The caffeine may mask

alcohol intoxication

because of its energy boost

Motor skills and other

functions are just as

impaired by the alcohol

A

“WIDE-AWAKE DRUNK”

effect results

Alcoholic energy drinks have similar labeling as the non- alcoholic energy drinks that make them attractive to teens.

The alcohol content is listed very discreetly on the label.

Product Container and Labeling

City of Thousand Oaks’s Strategy forAlcoholic Energy Drinks

The City of Thousand Oaks faced a new underage drinking challenge.

Again- we sought the help of our community partners- Ventura County Behavioral Health Department, the Sheriff’s Department and prevention experts and developed the following strategies:

●Alcoholic Energy Drink Ordinance

●Alcoholic Energy Drink Ordinance - Business Outreach

●Educational Meeting for Local Leaders

● Education and Outreach by School Resource Officers

●Legislative Efforts

In October 2009, the City of Thousand Oaks adopted an ordinance on alcoholic energy drinks.

 

Alcoholic Energy Drink Ordinance

The new ordinance requires a consumer warning sign when making purchases of energy drinks that contain or are mixed with alcohol.

The ordinance provides public awareness of the possible hazardous physical effects related to the consumption of alcoholic energy drinks or mixing energy drinks and alcohol.

Any person or entity who owns, operates, manages, leases, or rents premises that sells or dispenses alcoholic beverages must post or display warning signs.

Message designed to bring attention to the risks of both pre-mixed AEDs and mixed drinks served in on-sale establishments.

 

Alcoholic Energy Drink Ordinance- Warning Signs

Enacting the ordinance involved the following steps:

Alerting partners to the dangers posed by AEDs and the need for increased public awareness;

Building public support and support among council members for the ordinance

Developing a draft ordinance that would withstand any legal challenge;

Determine costs and availability of signage.

 

Enacting the Alcoholic Energy Drink Ordinance

The Thousand Oaks Police Department and Ventura County Behavioral Health Department conducted pre-ordinance public outreach.

 

Alcoholic Energy Drink Ordinance-

Business Outreach

• Businesses with an on-sale and off-sale liquor alcoholic beverage control (A.B.C.) license were invited to a meeting

• Generally businesses were accepting of the ordinance. In fact, many of the businesses were not aware of the issues with AEDs

The City of Thousand Oaks also continues to air an infomercial on its municipal channel- TOTV, channel 10 to inform the public and businesses about the alcoholic energy drink ordinance.

Alcoholic Energy Drink Ordinance

Community Outreach Infomercial

“Strategies for Local Leaders” Educational Meeting –

March 2008 - Ventura County Behavioral Health, along with the City of Thousand Oaks, County and Sheriff’s Department, hosted a meeting to educate and discuss underage drinking issues with elected officials, school administrators, and service providers.

Currently the City of Thousand Oaks lobbyist, Federal Advocates, Inc. is working with our congressman and senators to push the FDA to take immediate action on:

• labeling

• alcohol content

• marketing to youth

Legislative Efforts- Alcoholic Energy Drinks

SRO’s are trained to work with at-risk teens, interact with general teen population, problem solve with administrators and assist students and parents on a variety of teen issues including underage drinking and drug use.

School Resource Officer

More community awareness of the problem

Greater awareness by parents

Stronger coalitions with stakeholders

Responsible choices by teens

Positive community response

Model for other communities to follow

Demonstration of grassroots concern that can help support stronger federal and state response

Results of the Thousand Oaks AED Ordinance Campaign

Reach out to stakeholders concerned about underage drinking in your community and educate them about the issue and opportunity for change, including:

youthlaw enforcementEducators

Seek out an elected official/community leaders and inform them of the issue

How Can You Promote a Local AED Signage Ordinance?

Adapt Thousand Oaks ordinance and support materials to meet the specific circumstances of your community

Conduct outreach to local alcohol retailers and alert them to the problems associated with these products

Contact State and Federal representatives and urge them to support FDA action and State legislation

How Can You Promote a Local AED Signage Ordinance (cont.)?

Ventura County Behavioral Health Department is developing resources for other California cities and counties to enact similar ordinances.

Many Friday Night Live chapters are interested in becoming involved in similar campaigns.

Thousand Oaks is interested in providing technical assistance to other cities and counties.

Next Steps

Acknowledgements

Special Thank You to:

Carmen Gomez- Time Warner Cablefor the video segments

Katherine Kasmir and Becky Haycox- Straight Up Ventura County

for Reality Party photos