LOS ANGELES, CA (December 11, 2008) – Green Way LA™ and ABSOLUT® VODKA, along with city partners, are unveiling an innovative “Green Street” project that starts at the famed Melrose Avenue and will transform the 600 block of Vista Street into a model of urban sustainability. Green Way LA accepted a $250,000 catalyst donation from ABSOLUT, making this forward-thinking, city-wide initiative possible. 

The partnership between Green Way LA and ABSOLUT was established this summer when ABSOLUT launched its newest, limited-edition, city-inspired flavor ABSOLUT® LOS ANGELES and pledged to donate a portion of the profits to a local Los Angeles charity. Celebrating the city’s trend-forward ideals, the bold, new flavor is made with an all-natural symphony of blueberry, acai berry, acerola cherry, and fruity notes of pomegranate. ABSOLUT LOS ANGELES is still available at bars, restaurants, nightclubs and retailers nationwide, but only while supplies last. 

“Through our ‘IN AN ABSOLUT WORLD’ campaign, we challenge consumers to imagine their own ideal, and Los Angeles is one of the most idealistic places on earth,” said Ian Crystal, ABSOLUT Brand Director. “We are proud of ABSOLUT® LOS ANGELES – a symbol of opportunity that extends far beyond the Hollywood glamour – and as part of our commitment to Los Angeles, we decided to donate a portion of the profits to a charity that benefits this vibrant and illustrious American city.” 

The Vista Green Street project highlights include significant physical modifications to the street, parkways and driveways so that rainwater and other polluted water is naturally cleaned before flowing into the Ocean and bringing back beneficial nature to urban dwellers through tree and landscape improvements. 

“Melrose has long been equated with leading trends and being the engine for Los Angeles’ creative energy,” said Larry Smith, Executive Director of Green Way LA. “Green Way LA, through launching this project here at the corner of Melrose and Vista, believes this is the perfect place to kick off and spotlight the innovation we’re showing today. Green Way LA envisions building new, green infrastructure throughout the City of Los Angeles and this project marks the beginning of that movement. Always on the cutting edge, ABSOLUT VODKA stepped out first with a generous gift of $250,000 to make this possible.”

The Vista Green Street project exemplifies this commitment to innovate all over the city by transforming the urban infrastructure from “gray” to “green” and completing the cycle of restoring nature’s services in the urban environment. The project will re-design a residential street to manage storm and dry weather run off captured in an environmentally sustainable way, rather than allowing the water to just run off untreated to the ocean causing harm to humans and marine life. Instead, the water is cleaned naturally through gravel, soil and vegetative filters; it nurtures habitat instead of harming it. The city street will become a part of a much-needed environmental solution that treats water as a valuable resource that can contribute to life rather than take away from life.

“This project would also not be possible without the partnership of the City of Los Angeles, especially Councilmember Jack Weiss and the Public Works Department. In addition, Green Way LA collaborates with every community in which we work, and we’d like to thank Melrose Action Neighborhood Watch for agreeing to maintain the project. We thank all the project supporters starting with the neighbors on Vista Street, the businesses on Melrose, and the Mid City WEST Neighborhood Council,” concluded Smith.