Del Mar Highlands Uber program ends as of Sept. 1

Throughout July and August, Del Mar Highlands Town Center has run a successful promotion in collaboration with Uber, providing free rides up to $25 each way. The promotion will end at midnight Sept. 1.

The center’s original contract with Uber for $100,000 was exceeded in under three weeks. At one month into the promotion, use of the program had grown exponentially, with nearly 15,000 rides taken at a cost of $213,000. While this quickly surpassed the center’s commitment, the response was so successful that the promotion was extended through August.

The center has acknowledged that parking can be a challenge, especially as a portion of the site is under construction. The center is in the midst of building a new parking structure and 90,000 square feet of additional retail space. The renovations are expected to be complete in summer 2016.

Del Mar Highlands encourages visitors to continue to use Uber to get to and from the center, as well as taking advantage of services such as its curbside shuttle, 20-minute parking stalls, curbside restaurant pick-up stalls and valet parking.

The promotion is available until Sept. 1 to anyone with an active Uber account. To set up an account, visit or download the free app on your smartphone. Any new customer who signs up for Uber using the promo code “DMHTC” will automatically receive a free ride up to $20 anywhere in the U.S., independent of the promotion.