Boulder encouraging visits downtown with discount rides

BOULDER, Colo. -- In an effort to give downtown businesses a holiday boost, the city of Boulder is offering $25 in Uber and Lyft rides to shoppers interested in visiting the Pearl Street Mall.

On Friday, the city unveiled D2DBoulder.com. Door to Downtown allows anyone to sign up for vouchers for discounted rides. The vouchers give $5 for each trip for a total of five outings to the mall.

"Kind of like validating parking, it's just a little incentive to come downtown, hang out, have a good time, spend a little money, do you Christmas shopping at the same time," said Ian Smith, manager for West Flanders Brewing Company.

There are 17 business offering to match the $5 to someone who spends $50 or more at each business.

"I'm always going downtown. So, that's like ideal," Solina Kennedy said. "I go out downtown. I eat food downtown. I see my friends downtown. What else? Everything is downtown."

Kennedy was shopping for a winter coat at Fjallraven, one of the participating businesses.

"We're really pleased there's a way the city is getting customers in our door and downtown as well," said Jordon Griffler, an assistant manager at the store. "If they're down with any of the local retailers we are happy."

The effort to coax shoppers downtown runs through the first of the year.