It's been a long road, but Uber is now live in Newfoundland
Rides began Tuesday in St. John's, coverage includes entire Avalon Peninsula
After weeks and months — and maybe even years for some — of anticipation, Uber officially went live in Newfoundland on Tuesday, bringing with it an alternate form of travel outside of public transit and private cab companies.
The company bills itself as a safe, affordable and reliable transportation option at the touch of a button, where users can order rides, track their journey and make a payment all through the app.
Drivers began appearing on the app in St. John's shortly after noon on Tuesday. All fees are up front, so riders aren't left wondering how much they'll have to fork over as they reach their destination. The coverage map is the entire Avalon Peninsula.
Gary Noftall took the honour of being the first driver to sell a ride for Uber's launch.
His passengers? Curling legends Brad Gushue and Mark Nichols.
"They're quite the celebrities and they make Newfoundland and Labrador proud, and it was quite an honour to drive them," Noftall said.
"I didn't really expect to be the first, but here I am."
It's the province's first dive into ride sharing after it made legislative amendments to open the door to operating companies in December.
In January, the province pulled its first ride-share licence from Redsea Riding before that company could begin operating.
But Uber isn't a simple local start up. The company operates in 10,000 cities around the globe and in over 140 municipalities in Canada.
"We're going to add our name to the list," said Premier Andrew Furey, who was on hand for Tuesday's launch.
Others coming
Its start in Newfoundland this week does pave the way for others.
Digital Government and Service N.L. Minister Sarah Stoodley said other applicants are waiting in the wings and working through the licensure process.
Residents and tourists have long called for more transportation options in the capital city. Frustrations have boiled over in the past as weary travellers voiced their dissatisfaction online about their wait times for a ride from St. John's International Airport. Others have said the same while waiting for a ride home from George Street after a night out downtown.
"We've been hearing from the community for years, actually, in Newfoundland about the need for more transportation options," said Jake Brockman, senior public policy manager for Uber Canada.
"So we were pleased to see the province move forward with the regulatory framework last fall."
The province hopes Uber will help supplement the transportation pool as tourism season draws near.
Furey said the service also modernizes Newfoundland and Labrador's transportation network.
But taxi company owners have also been vocal. They're pushing back against ride sharing in the province, arguing they're left juggling high insurance rates and forced to operate under different rules.
Furey said he's happy to meet with owners to discuss any changes to the industry.
"Uber exists in 10,000 cities. They don't exist in isolation. They co-exist. We don't' think of this as a competitive environment, we think of it as meeting and growing a market demand," he said.
Download our free CBC News app to sign up for push alerts for CBC Newfoundland and Labrador. Click here to visit our landing page.
With files from Heather Gillis