As Downtown Norfolk’s Granby Street grew into a regional destination for dining and entertainment, more people stayed out later to enjoy the area’s nightlife. Downtown Norfolk Council (DNC) wished to discourage driving while intoxicated. In assessing transportation alternatives, they found the best option to accomplish this goal was to make taxis more accessible. Taxi companies, police, parking enforcement and nightlife businesses worked to identify barriers and promote and implement the “Don’t Drive, Catch a Ride” campaign.