In one corner…a handsome, talented, Hollywood hearthrob. In the other…Ed Norton. Edward Norton had surfboard in one hand, Blackberry in the other, attempting to steal the rider 0 crown before hitting the beach in Malibu. Papa Don and Mama Bonnie Kalanick, proud mother and father to Uber’s CEO Travis Kalanick, opened their iPhone today in Hollywood, snagging the title of rider 0 with the release of the secret Ubers nestled in Hollywood and Santa Monica. They took their son out for a bite at Eveleigh on Sunset Boulevard without having to swarm around looking for overpriced parking. Both contenders got sleek black cars, but Norton will have to settle for Rider 1.

 

While you can certainly request a car, Uber is still in its “Secret Phase,” there will be limited availability until our official launch. If you are lucky enough to get a ride, please send your thoughts to supportla@uber.com or share your experience with us on Twitter @Uber_LA. Los Angeles has some beastly obstacles (traffic, a billion cities in one, etc.), so we’ll be analyzing what we find and making adjustments until we get LA right. To our bold new LA Uber riders, you’ve been warned: Adventurous Riders Only.

Cheers,

Team @Uber_LA