Dave George is promising free nonalcoholic drinks to designated drivers at his Breakaway Sports Lounge in Santa Ana on Super Bowl Sunday.
From the moment the coin is tossed until the clock runs out, you can have your choice of anything to drink at this bar — Coke, Sprite, Pepsi, ice tea.
George's bar is so sincere, its bartenders are giving away drinks for free.
"New Year's Eve everyone is celebrating, " he said. "Super Bowl, there's a winner and loser. You never know what you'll get. It's an open bag."
The bar is taking a sober approach to an event traditionally celebrated with friends and, in many cases, alcohol.
Every year, police try to stem the tide of DUIs by blitzing streets with extra patrols.
In Orange County this year, police are also sending a message — "Fans don't let fans drive drunk. Designate a driver on Super Bowl Sunday."
Get today's sports news out of Los Angeles. Here's the latest on the Dodgers, Lakers, Angels, Kings, Galaxy, LAFC, USC, UCLA and more LA teams.
There is also a statewide push to ensure designated drivers are treated as VIPs. An app created by the California Office of Traffic Safety shows where all the freebies are located.
Kathryn Hamel, a Fullerton Police Department spokeswoman, said that at least 30 percent of collisions in the city are caused by impairment.
So Fullerton police will be out in force, working a saturation patrol downtown on Sunday.
Nationwide, officials say one person dies in a drunken driving crash every 52 minutes. More than half occur on weekends.
Some restaurants plan to ignore the Seahawks and Patriots.
But the game will be on at The Patio, where proprietors are prepping for a busy afternoon.
"We anticipate we'll be busier," said bartender Genevieve Sandoval. "Just pray for the best."
Police said the ultimate gridiron match up brings a different atmosphere to bars.
Isaac Arreola, of Anaheim, agrees.
"People get all riled up for this sport," he said. "It's something that really intensifies the situation."
Added Romeo Singh, of Orange: "When you get around friends, I feel like people drink, but I don't really approve of drinking and driving. I think that's bad."
Police in Huntington Beach issued their warning with a video. It shows an alleged drunken driver cruising the entire length of the pier this week.
He was arrested after he made a U-turn and headed back toward Pacific Coast Highway.
Huntington Beach police say the outcome of the game could play into bar fights so they'll be on patrol in cars and horseback downtown.