CITY OF ROCHESTER HILLS OFFICE OF THE MAYOR BRYAN K.

BARNETT, MAYOR
FOR IMMEDIATE RELEASE October 6, 2011 Media Contact: Tara Beatty Phone: (248) 841-2545 beattyt@rochesterhills.org

Rochester Hills Deer-Motorist Related Accidents Decrease 25%

Rochester Hills, Michigan- With the arrival of fall, comes the inevitable increase in deer activity, with October and November being the most dangerous months in Michigan for deer/vehicle crashes. Rochester Hills has done its part in educating residents in the previous years and the efforts are showing significantly positive results. According to the data provided by The Southeastern Michigan Council of Governments (SEMCOG), the Deer/Vehicle Crash (DVC) awareness campaign has resulted in an improvement in the safety of residents and the driving public. The recently released data for the 2010 DVC indicates that despite a 34% increase in the Rochester Hills deer herd numbers since 2009, the city shows a 25% reduction in DVCs. That decline far surpasses those of Oakland County (-5.7%) and the SEMCOG region (-7.6%) as a whole. The distinct variable that has set Rochester Hills apart from other areas has been the intense driver awareness campaign that was championed by their Deer Management Advisory Committee (DMAC), states Mike Hartner, Parks and Forestry Director. The Rochester Hills administration, with the support of City Council, has worked alongside the DMAC by utilizing all of its media resources and by installing highly visible deer crossing signs at every hot spot throughout the city. Additionally, in 2010 the city coordinated the Dont Veer for Deer campaign and arranged for changeable message board signs that warn motorists not to veer for deer. These signs were displayed at multiple locations during the rut season of October and November and will be used again in 2011. Our strategy and awareness campaign is working and over time has produced tremendous results in improving the safety of our residents and driving public, states Mayor Bryan K. Barnett. Drivers are reminded once again this season, in the event you encounter a deer in your path, "Don't Veer for the Deer." Statistics show that most motorist injuries occur when drivers swerve to avoid hitting a deer and, instead, hit a fixed object such as a tree or another vehicle. Motorists are encouraged to keep a lookout for the message boards and remain alert in deer crossing zones. For more details related to the 2010 DVC analysis, please contact Mike Hartner, Parks and Forestry Director, at (248)656-4673. Established in 1984, the City of Rochester Hills is a prosperous community offering residents and businesses superior services. Voted one of the top places to live by several sources including CNN Money magazine and RelocateAmerica.com, Rochester Hills is committed to sustaining its position among the nations preeminent places to live, work and raise a family. Through the citys focus on health, education and technology, the community continues to attract forward-thinking leaders and businesses. ###