If you find yourself searching for a way home tonight after a long night celebrating the New Year, high-end livery service Uber wants you to know that it’ll be there to serve. It won’t be cheap, though.
In an email sent to its customers over the weekend, the now-legal car service warned that high demand on New Year’s Eve may increase prices under the company’s demand-based model of “surge pricing”:
Pricing Changes
Surge pricing will be in effect for New Year’s Eve. The price will increase in order to maximize the number of cars on the road during peak times—and automatically decrease when there are enough cars on the road. We do this to make sure Uber is always a reliable ride, even during New Year’s! For more on surge pricing, please see our Q&A.We’ll Always Let You Know
So there are no surprises, all Uber customers will be clearly alerted of any increase in price. Using our latest iPhone app, you will be able to estimate the fare prior to requesting a ride and you will have to accept the surge price before finalizing a booking.Buckle Your Seatbelts
NYE pricing is not for the faint of heart. The average surge multiple will likely be 2x normal prices, but during extreme demand spikes fares could rise to as much as $100 MINIMUM before time and mileage charges. Prices will automatically decrease as more cars become available.
The company offered up the same warning to its customers last year, but some pricey rides home left some Uberites feeling jilted by the controversial newcomer. (One local was charged $520 to get from Glover Park to Rockville.) The issue of surge pricing became central during D.C. Council debates over how to regulate Uber; under a law passed earlier this month that will take effect next year, riders will have to be told exactly what they’ll be paying before they set off on their way.
Uber recommends that you avoid using the service between 12:15 and 2:45 a.m. if you want to duck the highest charges; Metro will stay open until 2 a.m., or call 800-200-8294 to get a free cab ride through the SoberRide program ($30 max fare).
Martin Austermuhle