LA GRANDE, Ore. -- One La Grande funeral home director is doing his best to push life over death this New Year's Eve.

The Loveland Funeral Chapel may be staving off new business. But its owner decided a few years ago that it was the best choice.

Anyone in La Grande or Island City who calls on New Year's Eve gets a free ride home, no questions asked.

Every year the phone rings off the hook and every year, more people get home safe and wakes up to live another new year.

Kevin Loveland, funeral home director, said he has been running his designated driver service since 2001, two years after a close friend was killed in an alcohol related crash.

The friend, Brett Marten, was killed in Montana and Loveland dedicated the service to his memory.

"It was his choice to drink and drive, but that doesn't make his death any less painful or sad," Loveland said.

Loveland offers free rides on New Year's Eve and during other big events in the rural Oregon area, such as the Eastern Oregon Livestock Show and the Elgin Stampede.

It doesn't matter whether passengers were at a bar or a private party, or even if they're old enough to drink. They just have to call.

Last year, nearly 200 people called to take advantage of the service on New Year's Eve.

Loveland provides two vehicles and pays fuel costs for the program. The answering service stays in touch with the drivers via cell phone.

Jerry Hopkins of La Grande, who quit drinking six years ago, is the lead driver on most occasions.

He said being a designated driver in Loveland's program makes him feel as if he is accomplishing something worthwhile.

"I do it so people don't cause accidents or get arrested," he said. "Making sure everyone gets home safe is my way of giving back to the community."

The Oregon Department of Transportation recognized Loveland's efforts in 2006 with a Transportation Safety Award.