Lyft officials say they'll launch Friday afternoon at 3 p.m. New passengers will receive five free rides valued at up to $10 each.
The company started operating in Las Vegas last month after getting the green light from the Nevada Transportation Authority. Its larger competitor, Uber, launched in both northern and southern Nevada at the same time.
Lyft and Uber allow customers to hail a ride using a smartphone app, usually from a part-time driver using their personal car.
Uber briefly operated in Nevada a year ago, but was ordered to stop because it wasn't adhering to the rules governing taxis. Lawmakers passed hard-fought bills this spring creating rules specific to ride-hailing services.
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