The City of Hoboken has officially joined the HERO Campaign, a designated driver initiative, as the city prepares for Memorial Day weekend and the 2026 FIFA World Cup finals.
By Dan Israel/Hudson County View
The launch kickstarts just ahead of MDW, as the National Safety Council estimates 393 people may die in motor vehicle crashes during the holiday period from 6 p.m. Friday to 11:59 p.m. Monday.
The partnership with the Hoboken Police Department, Hoboken Business Alliance, and the HERO Campaign is the first of its kind in northern New Jersey, according to Mayor Emily Jabbour.
“This partnership reflects a very simple but powerful commitment to make it easy and expected for everyone to choose a safe ride home with a designated driver,” she said.
“As we head into Memorial Day weekend, the start of the summer, and global celebrations like the World Cup, our streets, restaurants, and waterfront will be filled with energy. These are moments meant for joy and community, and we want to make sure that they remain that way by preventing drunk driving tragedies before they ever happen.”
Jabbour said public safety is not an afterthought in Hoboken, emphasizing the city’s commitment to their Vision Zero initiative of zero traffic deaths on streets and eliminating traffic-related injuries.
The HERO Campaign was founded by Bill Elliot, the father of Navy Ensign John Elliot, who was killed by a drunk driver in July 2000.
“I think it says that, not only do we believe that designated drivers are the cure for drunk driving, but the people of Hoboken agree with us as well,” Elliott said.
“One of the things that you will see is the unveiling of the HERO patrol car, but beyond that there’s a whole lot that the Bar and Tavern Association and individual bar owners are going to do, the police and fire departments, and the everyday residents of Hoboken.”
Hoboken is a tight-knit community, Elliot noted, so he expects great feedback about the initiatives and other measures to mitigate drunk driving and promote designated driving.
“We have a QR code that you can access and with doing that, you will see that there will be a HERO ID card that people, when they come to Schmitty’s and any of the other participating bars, can show for a free soft drink to get that feedback from the community and the appreciation and reward and celebration of the role that designated drivers play,” Elliott said.
Elliott recalled how his son always had a smile on has face, and was taken too soon as he was headed to Navy flight school when he was killed by a drunk driver.
He stated that he and his wife refer to it as “the knock on the door,” referring to when they were awakened at 4 a.m. and told of their son’s passing.
“He was driving home for my wife Muriel’s birthday,” Elliott recalled.
“He dedicated himself to serving his country. But a man who’d been arrested by police and then released to a friend who was supposed to drive him home, and the man put him back behind the wheel. He ended up killing himself and our son in the ensuing accident.”
In their grief, Elliott said he promised to do everything in his power to prevent such a tragedy from happening again, thus starting the HERO Campaign.
“He was named the Hero of the Year at the Naval Academy for helping his fellow midshipmen. And he has inspired a character and leadership program at the Naval Academy in his memory as well,” Elliot explained.
“So in his memory and the memory of all the victims of DUI, we want to invite all of you to help us make sure that no one else gets that knock on the door that we received. And that is our dream, that we end drunk driving by promoting the use of safe and sober designated drivers.”
Additionally, Police Steven Aguiar thanked the HERO Campaign for inviting Hoboken to participate and rolling out the program in a short amount of time.
He said it was timely given the upcoming celebrations and as Hoboken has coped with a recent increase in driving under the influence (DUI) cases.
“The City of Hoboken is full of vibrant businesses, and I encourage every single one of those to participate in this program to save lives throughout the city,” Aguiar said.
“This car will show as a symbol to everybody who sees it to become a hero. When you participate, and you support this program, you are a hero.”
This collaborative effort will include a five-pronged approach to promote the HERO Campaign, including the HERO Campaign patrol car that will be at all city events to emphasize designated driving, detailed Public Safety Director Kenneth Ferrante.
Further, Ferrante said Jabbour has signed a proclamation naming Hoboken a HERO Campaign City that promotes designated driving.
Bars and restaurants like Schmitty’s, located at 359 1st Street in Hoboken are also partaking in the HERO Campaign to promote designated driving.
This announcement came less than 24 hours after Gov. Mikie Sherrill (D) was at Mulligan’s Pub at 159 1st Street yesterday to sign a proclamation allowing such establishments to expand operating hours during the World Cup finals.
“We are incredibly honored to become Hoboken’s first HERO Bar, and proud to support a program that promotes safe and responsible choices in our community,” said Amanda Schmitt, owner of Schmitty’s.
“As a neighborhood bar, friends, families, co-workers, and neighbors all come together nightly to enjoy themselves, but we believe hospitality goes beyond just serving drinks. It’s about looking out for our guests and helping everyone get home safely. The message is simple but impactful: plan ahead, use a designated driver, and look out for one another. And that’s what we plan to do at Schmitty’s and Snack Bar.”
State Senator Raj Mukherji (D-32), who also attended the governor’s presser yesterday, expressed his support for the HERO initiative.
“We welcome you to Hoboken to have a good time and enjoy yourselves, but this patrol car and the cautionary message that it will transmit to our community, the reminder it will serve, is simply don’t drive,” he stated.
“Select a designated driver. Get an Uber or a taxi. Make sure the good time doesn’t end for you on the way home and doesn’t end for anybody else.”
U.S. Rep. Rob Menendez (D-8) echoed a similar sentiment.
“So many of our community members have seen the impacts of impaired driving. It is something that we have control over and something that we can stop, especially with a program like the HERO Campaign, which I’m so proud for Hoboken to be a North Jersey leader,” the congressman said.
