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Uber is officially in its F1 era. Last weekend, the ride-hailing giant revved into the center of Austin’s Grand Prix scene with The One Party by Uber — a real-life rodeo held in a transformed warehouse outside of the city center. Held exclusively for Uber One members, the invite-only affair featured a performance by Zac Brown Band, mechanical bulls, real bulls and a bold-faced guest list including “The Hunting Wives” stars Brittany Snow and Malin Åkerman and reality star Brooks Nader.

The event is a clear sign that Uber is positioning itself as more than just transportation service, and Uber One as a lifestyle membership with cultural cachet. By ta

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