posted 10/11/11 06:32 AM | updated 10/11/11 06:32 AM
Views: 3390 | Comments : 44 | News, etc.

Car service start-up Uber opens Seattle office on Capitol Hill

By jseattle
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(Image: Mike Folden Productions/Uber)

E Olive Way is now home to the Seattle office for one of the hotter mobile technology start-ups. Uber, the "on-demand car service" that provides "everyone's private driver," has opened its new Seattle office in the Belgrove Court building, nestled snugly between Dinette and Tacos Gringos. They're also celebrating with a special deal for Capitol Hill. Details below.

"Why Capitol Hill? It's the heart of the city!" Uber's Michelle Broderick tells us about the company's choice for office space. The Uber service has been active in Seattle since this summer. It has also rolled out in New York, San Francisco, Chicago and Boston -- we've apparently made the big city metropolis cut.

Uber's premise -- offering mobile technology and easy payment to make hiring a car (hopefully) way easier than finding a taxi -- is mostly a hit. Forrester just named the start-up one of the top 10 brands in mobile. This local test of the Seattle service illustrates the benefits -- and a few drawbacks (it's expensive) -- of Uber.

There are also situations like this that seem inherent to the hired driver business. UPDATE:: Uber reps point out that they promptly remedied this hiccup, by the way.

Even with Uber hiccups, the taxi industry has noticed the benefits, however, and is rightfully concerned for the old-school business model.

In Seattle, pricing currently starts with a $7 base, plus $3.75/mile distance and $0.75/mile time fees with a $12 minimum and $50 set rate for Sea-Tac.

On Capitol Hill, the Uber office will be all about technology and marketing. There is no fleet of cars to service, no maintenance facility -- the drivers own and maintain their own vehicles. Instead, you'll find people like Jen Joyce, the voice of @Uber_SEA and leader of the company's social media efforts.

To celebrate their new home, Uber is offering a special $5-off Capitol Hill deal on Tuesdays in October:

For those of you who unabashedly love Capitol Hill (and those of you who who are too cool to say it out loud) we’ve totally got a rad special for you. Just take a ride up The Hill in an Uber on Tuesdays and get 5 bucks off your ride. Why not Uber it up to satisfy your craving for vegan nachos, catch a show that no one’s heard about, or grab a few dollar PBR’s (five is a few, right)?

A sweet ride + Getting your door opened = Everyone on The Hill will want to know your name.

Everyone? As you can see, getting a ride home in the future is about more than just the ride.

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Movin' On Up to The Hill...
Just wanted to give a friendly wave from the new Uber Seattle offices! Thanks to CHS for the warm welcome to the neighborhood. The Uber Office Crew lives on the hill so we're not strangers to what makes this neighborhood so amazing.

So, we wanted to offer our sincerest apologies that any of our drivers would treat anyone with anything less than the utmost respect. The news from the proprietor of GammaRay came as a shock to us, and really made us step up our training program for the drivers. You can read about the resolution here:
http://twitter.com/#!/GammaRayGames/status/120959260829040640

And, yes, it is true that Uber is a bit more expensive than a cab. In most cases it is 1.5x the price of a yellowcab, but the tip is included in the price, plus you won't get shamed for using a credit card (it's cashless) the cars are always clean and the drivers won't yack on the phone while swerving in and out of traffic at breakneck speeds. We hope it's worth the extra few bucks.

But, to make it a little easier on the wallet, we are offering $5 discounts to all rides that end on the hill on Tuesdays through October. So when your friends complain that they can't find parking, tell them to order up an Uber and meet you at your favorite watering hole.

We'll be throwing an office warming party as soon as we get the space spruced up, so be sure to keep an eye on CHS for your invitation.
Comment by Michelle Broderick
7 months ago
RE: Movin' On Up to The Hill...
Oh my god! Welcome to our *Ubercool* social media campaign! We are so *Uber* glad to meet you! We are waving at you virtually! See? Hello!

We at *Uber* are committed to coming up with lots of nonsensical reasons why you should pay 1.5x the cost of a cab. From our *Ubercool* umlaut-free logo to our sassy Twitter feeds, we plan to tap deeply into our customers' need to belong.

We're *Uber* sorry that our driver was a homophobe! That is so *Uber* uncool because it strips the veneer off of everything we're trying to accomplish with *Uber*! First we had to stop the driver from shaming people for using credit cards, and now he's shaming gays!

Our driver notwithstanding, let us assure you that we at *Uber* are NOT fascists. The Germanic roots of our name and our black, red, and white logo featuring a prominent abstract symbol that would look good on an armband are *Uber* coincidental!

Entschuldigung,
Michelle *Uber*
Comment by Michelle *Uber*
7 months ago
RE: Movin' On Up to The Hill...
The conversation had invoked Godwin's Law:
http://en.m.wikipedia.org/wiki/Godwin's_law
Comment by Michelle Broderick
7 months ago
RE: Movin' On Up to The Hill...
I would totally pay 1.5x a regular taxi fee if the driver would shut his damned mouth, KNEW where he was going without me giving him an address to punch into a GPS, and drove straight there.
Comment by b2k
7 months ago
The challenge
Cars aren't always available. I tried it in NYC a few weeks ago. Most of the time cars weren't available.
Comment by mm
7 months ago
RE: The challenge
Hi there!
We'd love for you to give a try here in Seattle! Our Driver Ops has done a great job of making sure supply and demand are on point.
Comment by Jen Joyce
7 months ago
They're actually pretty good imo
I took Uber to the airport not long after they opened. I was impressed by the promptness and level of service that they showed, and frankly the cost of taking them was exactly the same as a Yellow Cab trip to the airport with tip. The whole experience was very pleasant.
Comment by Bjorn
7 months ago
No need
Don't give your money to a greedy venture capital backed startup. Are we so lazy now we can't call up a local town car company directly and make an appointment so they receive ALL the money for ALL effort they put in?? This company will hopefully go the way of pets.com shortly.
Comment by Phil
7 months ago
RE: No need
Luddite
Comment by lds
7 months ago
RE: No need
I'm offended more by the pandering, lame hipster ad than I am about their business model.

"Scottie" looks like an alcoholic in need of a bath and a haircut.

I'm kind of done with businesses coming up to the hill and trying to be "cool".
Comment by none
7 months ago
RE: No need
Whenever I call up my local town car company they NEVER have cars available. Apparently there's a lot of demand for town cars and if Crown doesn't provide more supply somebody else will.
Comment by Carole
7 months ago
RE: No need
Just a quick note, we are doing our best to keep up with demand vs. Keeping drivers busy. We add cars as quick as we can, and have recently opened to drivers bringing in their own cars. Customers will see the effects of this in the coming months. As of today, 2 new vehicles will be on the road by this afternoon. Thanks for the support! This is how we can expand.

Sotirios Rebelos
CEO Crown Black Car
Comment by Sotirios Rebelos
7 months ago
Zzzzzz
Uber you are targeting the wrong demo with your hiptard social networking btw. They all take light rail. Do your research and learn who your target customer really is in Seattle. I don't think your Silicon Valley masters really want you to burn thru their $12 million in 12 months. Why would I pay $50 for a towncar from downtown when I only pay $40 if I can call a dozen different companies directly? Great business model you have there. Do you have a sock puppet mascot too? Hahaha.
Comment by Phil
7 months ago
RE: Zzzzzz
Thanks for your comment! I actually live on the hill and most of my friends that live on the hill use Uber a lot. :) Just trying to give a fun special to the neighborhood we have decided to make home. Cheers!
Comment by Jen Joyce
7 months ago
RE: Zzzzzz
Agreed - what is the benefit here again? Clean cars and nice drivers? Not sure how this venture is going to survive, it just sounds like a nicer taxi.
Comment by jomama
7 months ago
RE: Zzzzzz
I agree, I think I'll save the extra seven dollars and open my own door. Yellow cab might be rude and smelly at times but spending what I would normally pay for a round trip to Belltown just to get down there seems insane to me.
Comment by Molly
7 months ago
RE: Zzzzzz
Did I miss something?
We're taxing ourselves stupid because we say we want light rail, streetcars, and increased bus service. We finally get light rail to the airport for $2.50, but we want to pay 20x that to take a car? When CapHill is probably one of the easiest places in the city to connect to the light rail from? I guess I'm just too old, not rich enough, and not cool enough, but I don't get it. I guess if my techie employer were paying for it, it would be another story.
Comment by JimS.
7 months ago
Really?
"Why not Uber it up to satisfy your craving for vegan nachos, catch a show that no one’s heard about, or grab a few dollar PBR’s (five is a few, right)?"

JESUS FUCKING CHRIST WHAT'S WRONG WITH YOU PEOPLE?!
Comment by Dustin
7 months ago
RE: Really?
Just havin' a little fun. Nothing wrong with that! ;)
Comment by Jen Joyce
7 months ago
RE: Really?
Agreed. While the business model might not be a terrible idea, that little blurb was just gross and unnecessary. I'm probably your target demographic, upper 20s dual income no kids couple who go out to bars, shows, restaurants. That marketing blurb is a major turn off.
Comment by Noelle153
7 months ago
RE: Really?
For real. That ad is tacky as heck. It doesn't get any better if you click on the link either.

Oddly, it seems to be advertising a night on the town aimed towards people who probably live within walking distance of the bars and restaurants cited. If you're getting a ride home, wouldn't you be in other parts of the city?

Perhaps it is just me.
Comment by Chris
7 months ago
RE: Really?
I think you guys should take it a little more lightly and maybe slightly satirically. Lighten up, boners.
Comment by Jesus
7 months ago
RE: Really?
I mean, I get that it sounds like we're taking it too seriously. This is a forum for feedback is it not? I agree with Chris that their marketing scheme seems poorly researched (yes, I too checked out the website). Are they targeting PBR guzzling hipsters? If so, they should know that hipsters hate being pandered to. Are they targeting middle income Seattleites who think hipsters are cool? Are these people really going to pay more money for a car vs. cab? Why don't they lead with reasons why their company is better than a cab company? Surely it can't be too difficult to come up with reasons, cabs in Seattle aren't that great - long waits on the phone, dropped calls, cabs that don't show, you name it. Why is the marketing so focused on the hip factor? If what you are trying to sell is a hip image, I think this is way overshot. But maybe I'm just a boner :)
Comment by Noelle153
7 months ago
RE: Really?
Town car to Seatac from Downtown = $40

"Uber" town car to Seatac from Downtown = $50

So even with $5 discount or not you're still overpaying for the same service just so Uber can take their cut and make a profit.

Fascinating.

America, what a country.
Comment by Phil
7 months ago
RE: Really?
Not much of a price difference. I'd go with Uber over a crappy cab with a driver complaining about me using a credit card to get to the airport.
Comment by mm
7 months ago
RE: Really?
The all caps wasn't me being angry or taking it too seriously, it was me laughing.

The "catch a show that no one’s heard about" thing is just hilarious. You might as well say "When you and your buds are out doing pseudo-elitist things, why not hire a pseudo-elitist chariot to carry you to other pseudo-elitist activities"

If I had an exaggerated sense of self importance, I'd probably be way more pumped on the service.
Comment by Dustin
7 months ago
A slice of Bellevue
on Bellevue.


ugh.
Comment by oiseau
7 months ago
It is a blog blurb for a car service
- a car service that I've used and enjoyed. Are you guys also around critiquing the hashtags that people use?

I can't believe you just tweeted #getoveryourself, don't you know who your target demographic is?
Comment by mellow-out
7 months ago
Chill
I've heard of the "too cool for everyone else" attitude of residents on the Hill, but never actually witnessed it....until this comment thread. Thankfully, I know those people are the minority.
Comment by Dan
7 months ago
RE: Chill
Ha. I don't think they're the minority bud.
Comment by JS
7 months ago
Great service
I've used Uber a lot in SF and Seattle, convenient great service and cheaper than a town car to/from the airport. As for the remarks, you can rate your driver after the ride so it seems like that kind of stuff should be self-correcting.

Probably need to watch the tone though, people in Seattle are waaay more PC than SF
Comment by Brian
7 months ago
RE: Great service
Fine but why would anyone chose this over a cab? For the experience? I could care less what the condition of the car is really as long as it takes me to where I want to go on the cheap. I still don't see the need here.
Comment by jomama
7 months ago
Is there a competition going on with the Times for the most f'd up comments?
What's wrong with people!? A business simply moved into the neighborhood. If the service isn't something you'd use, don't use it. Why the need for the hate?
Comment by james
7 months ago
RE: Is there a competition going on with the Times for the most f'd up comments?
I agree with James. If you don't like it, don't take. No need to troll neighborhood blogs and insult people.

And I don't think they are trying to "target" or "focus" on hipsters. I'm pretty sure they know how ridiculous their blog post is. They were just trying to have fun. I'm sure they have other plans to get other demographics into their cars.

And also, you guys keep forgetting that once you take that $40 cab ride to the airport. You still have to tip the driver on top of that. With Uber, that's already included. To be quite honest, I don't have the money to have a car service to drive me to the airport, so I won't use one; I'll take the light rail. But if I did have the money for that and wanted to, who knows, I might choose Uber. It's one of the many options better than taking a yellow or other airport taxi.
Comment by schy
7 months ago
RE: Is there a competition going on with the Times for the most f'd up comments?
@james

if you don't like the comments this community leaves on blog posts like this, then go away. don't use this site. personally, if i were a v.c. or a new start-up, i'd be seriously taking these comments to heart. these are potential customers telling you how they feel about your business model. grow a thicker skin if you're feelings are hurt.

@schy

"And also, you guys keep forgetting that once you take that $40 cab ride to the airport. You still have to tip the driver on top of that."

who says? tipping isn't mandatory. i don't HAVE to tip. and even if i did tip, a generous 20% tip, that's still only $8 on top of $40 - $2 less than uber. and what if my uber service was poor? well, the driver gets his tip anyway. there's no incentive to give good service.
Comment by zeebleoop
7 months ago
Black Crown Car is the Best
I know this will be swallowed by the internets, but I'm surprised no one thought to mention the awesome service that is Black Crown Car.
Clean cars, never shamed for using a card, supporting local artists (most drivers are in bands). Even the co-owner still drives, the company is based out of Georgetown.
I don't use any other service.
http://crownblackcar.com/
Comment by SSanchez
7 months ago
RE: Black Crown Car is the Best
That's right. Stay local. No need to pay a middle person.

I just checked out Uber's rates. Their rates to drive to the airport from Capitol Hill or vice versa seem insanely expensive. Maybe the employee of Uber that is posting here can give us pricing.

It appears they will charge between $70-$80 for ride to or from SeaTac to the Hill since it is not part of "downtown".

Anyone who takes a town car from the hood knows the standard rate is $45!
Comment by Phil
7 months ago
RE: Black Crown Car is the Best
It's a $50 max rate from any neighborhood south of Mercer Street. You can check out the service area here: http://twitter.com/#!/Uber_SEA/media/slideshow?url=http%3A%2F%2Fyfrog.com%2Fnv4gfsj

So, from Capitol Hill it's a flat rate, including tip, of $50.

And, I must agree, Crown Black Car is an amazing town car service. We're not trying to get people out of Crown Black Cars and into Ubers. We're trying to get people who have never tried a black car service into Ubers.

Lastly, stay tuned for our next blog post about Yuppies using Ubers. It will be full of pop-up restaurants, doggie day care centers, and way too many mentions of wine bars and craft cocktails. I can't wait to see the comments explode!
Comment by Michelle Broderick
7 months ago
RE: Black Crown Car is the Best
Thanks for the kind words! I'm glad people get what we're doing! Taxi driving is in my blood. My Mother, one of Seattle's first women cab drivers, drove from 62-95. Father, drove from 62-03. The first 5 years I drove, I split a cab with him until he passed. My Brother(now general manager of DeSoto cab SF) drove from 85-96 here in Seattle. They have all had careers here in Seattle driving taxis. Both mother and father driving Farwest starting in 1962, they then met at the Pink Elephant car wash washing their cabs. It's in my blood, if I don't drive my mind gets restless. Plus I love talking to you all!

Sotirios Rebelos
CEO CROWN BLACK CAR LLC
Comment by Sotirios Rebelos
7 months ago
RE: Oh yeah? Well,
We're on financial crash #3 thanks to the finance guys actually.

Venture capitalists pour huge sums into companies with weak business models but will now have fancy advertising and market campaigns.

Investment bankers take over bloated overvalued mediocre company and scheme up IPO with fund managers and other Wall Street charlatans

Wall Streeters and financial media sell it and pump it at nosebleed valuation levels to naive masses, pensioners, and widows.

Everyone who came before masses,pensioners, and widows quietly dump their stock to said masses for insane fun and profit.

Every who is left holding the bag panics and sells junk overpriced stocks across the board and we get another financial crash.

Rinse Wash Repeat
Comment by phil
7 months ago
What's the point?
I've tried uber. Fancy and expensive. I don't see the point. That "only" 50% more than a cab adds up reeeeaaaal quick. I tried Uber for one night when it launched to bar hop. My nearly $100 tally for cars that night will never happen again. In Crown this runs about $50 or so with tips. And you get drivers that know the city, you, and are fucking awesome. I love knowing that 100% of my $ is going to local. Neil who drives me a lot has 2 kids and 2 jobs. He's in a band as well. Hard working mother effers. Not to mention only $35 from cap hill to seatac. They always have room for me, if they don't, they ask me how I heard about them, I tell them I ride all the time, and they make room for me. They take care of their solid customers. I never even have to say anything if Soto is dispatching. I don't know, maybe it's just me, but I love the old school work ethic of getting someone who's serious about their work ON THE PHONE, who doesn't waste time with bs friendly talk, but is still genuine, who KNOWS their industry and line of work.

And what's with Seattle lately anyway? We act so pro sustainable, pro local, but as soon as some millionaires from sillicone valley wave their dough around, we are there? No thanks. Temporary security. Didnt we learn from the first crash? Be patient, support local, and good things come. Quit living for immediate convenience, and work for quality.
Comment by Aaron
7 months ago
wow
you guys are bitter.
bitter bitter bitter.
Comment by L
7 months ago
RE: wow
Bitter? More like integrity. How long are we going to use the the guise of "fun" to hide behind, so you can get paid, and pass the profits to silicone valley venture capitalists? Capitol hill Tuesday's isn't just fun, but I'm sure it's a command from uber sf since you have the "fun" little hipster Tuesday's which I think it's called down there. Just a ridiculous, belittling marketing scheme. Seattle is already losing its character and integrity to businesses like this. Not to mention our economy over all.

Oh, I guess I'm just not "fun". Barf.
Comment by Aaron
7 months ago
bitchy bitchy bitch bitch.
STOP WHINING CAPITOL HILL TROLLS. It's a business trying to grow. Isn't that the goal of all businesses? And "Phil", how is using an app on your phone to utilize Uber more lazy than calling a cab? Are you speed walking to your phone just to call a cab company? No, so shut up.

And now, onto the first hand experience of comparing the regular cab companies to Uber:

I've taken Uber a few times. They're efficient, clean, nice, and punctual. Yes, they may be a bit pricier, but I'll pay that to get to work on time. And to not deal with dick drivers.

Tonight, I tried the Orange Cab texting service where you type in your address and they dispatch a cab to come get you. My 6:41pm pick up time turned to 6:51 because my cab driver somehow ended up 3 blocks away and waited there, even though I gave my exact address. I like to give a couple chances, so when I got off my long bartending shift with $300 in my purse (I'm 5'1" and not as strong as I'd like and obviously don't want to walk home 7 blocks with all that cash in my bag), I texted Orange Cab again. The driver called me after a few minutes, asked where I was going and laughed at me and said "UH. Are you SERIOUS?" when I told him my destination. So I hung up, and he still pulled up to where I was waiting. I told him to fuck off and flagged down a random Yellow Cab, who was so much nicer and was glad to take my 100% tip.

I'd rather pay a bit more and give a car service more of my cash to get me to work on time and be incredibly polite than deal with a craptastic cab company that laughs at me for trying to be safe.
Comment by maggie
7 months ago