As Sun City Music Festival wrapped up day one early Sunday morning, fans began to log into the Lyft ridesharing app to request a sober ride home. Many were shocked to find rates nearly quadruple in price compared to just a few hours earlier. Several messages were sent to El Paso 411 asking our overnight team if there was an issue with the app’s pricing.
There wasn’t an issue. It’s called surcharging, or as Lyft prefers, Prime Time.
“Our goal at Lyft is to provide the best, most reliable service possible by making sure drivers are on the road when and where you need a ride,” read a Lyft statement. “We use Prime Time to encourage drivers to drive in areas and at times with more demand than usual. In these cases, passengers may pay an additional percentage in addition to the normal price.”
In last nights case, Sun City Music Festival goers were quoted $48-$51 extra for a ride at 3 a.m. from Ascarate Lake to Downtown El Paso, when compared to 10 a.m. the same day. We also took a look at Uber, who was charging $20.91 at 3 a.m., compared to $12.49 at 10 a.m. the same day.