Early work with community in Edmonton, Alberta, Canada identified many quality of life challenges (e.g. noise, urination, vandalism, alcohol-related violence) were the result of patrons’ deviation from normative behavior in the nightlife, dining and entertainment zone known as Whyte Avenue. There was a need to foster patrons’ awareness, and to promote discussion, of alcohol associated behaviors. The question was how to connect with young adults engaged in a vibrant social scene so they would examine the impact of their behaviors on individuals, the social scene and the community. The answer was to become part of it!