Uber is expanding Uber One from a ride-hailing loyalty program into a broader lifestyle membership centered on exclusive experiences. The move aligns with Uber's F1 era, kicked off with The One Party by Uber — a rodeo-themed event staged in a transformed warehouse just outside downtown Austin to capitalize on the Formula 1 Grand Prix buzz. The invite-only affair was reserved for Uber One members and featured a live performance by a headlining artist, underscoring Uber’s strategy to blend transportation with premium experiential access. By turning a venue into a festive, rodeo-inspired setting, Uber demonstrates its commitment to delivering members-only perks that connect Austin's nightlife with the F1 circuit. As Uber One evolves beyond discounts into curated experiences, the membership aims to deepen loyalty, attract riders and drivers seeking exclusive access, and position Uber at the forefront of the lifestyle membership market.