Urban Legends Tour Co. Private tours and charters, since 2016.
Wine country, weddings, conferences, festivals, the snow and Sydney Harbour. Since 2016 a Sydney team has planned and driven days like yours, so the only thing your group remembers is the day itself.
Ten years of days we'd want to be on ourselves.
Some landscape and vehicle motion shots are our own photos animated with AI. Every person and every bus you see is real.
Who you're trusting with your day.
Urban Legends began in Sydney in 2016 with one vehicle and one belief: a group day out should feel looked after, not processed. The big operators ran timetables. We wanted to run days with soul, with drivers who genuinely care whether your group has a great time.
Since then, that single vehicle has become a modern fleet of coaches and Sprinters, running across four states and territories. The belief hasn't moved.
For you, that means experience you never have to see. The people planning your day have done it more than a thousand times. They know which cellar doors suit a group of thirty, how the traffic runs out of Sydney on a Friday, and what to change when the weather turns.
I started Urban Legends in 2016 with one vehicle and a simple rule: every tour should be the one I'd want if I were on the bus. I love food and wine, music, events and travelling in style, and I think life's about always having something to look forward to. Your day is that something.
Every interaction represents our reputation, so every answer should carry everything we've learned since 2016. Running an events company, a tour company and a bus company is a lot of admin, and it would be irresponsible not to hand that to AI. So Katie and I built ours in house, with care and precision, to give us more time for the important things: you and your day.
Good Vibes Only,Jared MalcolmFounder
Calm on the surface. Handled underneath.
You see the coach pull up on time, a driver who already knows the plan, and a table waiting at the first cellar door. Underneath sit a hundred moving parts. Handling them is our job, not yours.
A coach on time. A driver who knows the plan. A table waiting. A day with room to breathe.
- Vehicle matched to your numbers
- Room to grow or scale back
- Pickups and route planned
- Traffic and timings checked
- Venues confirmed
- Tastings booked
- Lunch arranged on packages
- Wet-weather plan ready
- Pre-tour check in the week before
- Changes confirmed in writing
- Driver there 10 to 15 minutes early
- Driver calls the booker on arrival
Running an events company, a tour company and a bus company at once is complicated. That complexity is exactly what you hand to us.
Built in house. Checked by people.
Running tours, events and transport for hundreds of groups comes with a mountain of admin. We hand that admin to AI, so our people can focus on you.
Our AI isn't off the shelf. Jared and Katie built it in house, hands on, every detail. It is shaped by our own experience since 2016, our pricing, our procedures and our lessons, and it has been refined through countless iterations.
Faster
Your enquiry is picked up straight away, at any hour, and the groundwork starts immediately.
More accurate
Prices, times and pickups are cross-checked against our own pricing and procedures, never guessed.
More checks
Quotes are checked before they reach you, and in the week before your day every booking is checked again against our pre-tour checklist.
AI prepares it. A real person checks it.
That's how we handle quotes and the decisions that matter. The technology does the groundwork; our team makes the calls. It works for you, never instead of you.
Quick to answer. Careful to get it right.
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01Scotty and our AI
You're heard straight away.
Email or call at any hour. If we're out on the road, Scotty, our in-house AI assistant, answers the phone and takes every detail, so nothing waits for office hours.
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02Our team
We do the real work.
Our team takes it from there: the calls, the checks, the research and the verification, often with AI helping. Venues, routes, vehicles and timings are confirmed, not assumed.
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03You
You get a considered answer.
A detailed reply by text or email, with your options, pricing and inclusions laid out clearly. As fast as it can be done properly, usually the same day.
Some answers are instant. Others need a call to a venue or a check on a route. We'd rather take twenty minutes and get it right than give you a fast answer that's wrong.
Email and calls to our phone assistant are free. A call with Jared is by appointment only.
- Email, freeQuotes, logistics, event planning, FAQs and booking changes. Our assistants reply 9am to 5pm, seven days.
- Call us, freeRing 0434 363 911 any time. Scotty, our phone assistant, answers, takes every detail and passes it straight to the team.
- Jared, by appointmentA scheduled phone call with Jared is $100 per 30 minutes. Book 1 to 4 blocks, any day, with at least 24 hours' notice.
Why are calls with Jared booked? He still drives many of our tours, including multi-day trips, and taking every call himself would cost him five to six hours a day. That time goes into planning your logistics properly, in writing, where nothing gets lost. If he's driving at your booked time, we'll email you to rearrange.
The people you'll actually meet.
The technology answers quickly. These are the people who make the day.
Jared Malcolm
Founder and Managing DirectorDesigns the itineraries, oversees the quotes and is often out on the road with groups.
Katie
EA and Operations CoordinatorRuns the operation day to day, from scheduling to the finer details. Co-built our in-house AI with Jared.
Ilija
DriverMonica
DriverMohammad
DriverAndrew
DriverGreg
DriverDrew
DriverCorinne
DriverZack
DriverNicole
AccountingEvery driver holds a Working With Children Check.
How we got here.
- 2016
One vehicle, Sydney
Urban Legends Tour Co begins with a single vehicle and a different idea of what a group day out should feel like.
- 2018
Festival partner
Transport partner for Subsonic and Rabbits Eat Lettuce. Big crowds, long nights, tight timings.
- 2020
Through the pandemic
We came through it, and came out sharper.
- 2022
Beyond Sydney
Brisbane, the Gold Coast, Byron Bay, Victoria and the ACT.
- 2024
Snow tours, new coaches
Epic Snow Tours launches after Jared's four months touring 25 Japanese ski resorts. Two new coaches join the fleet: the 27-seat Yutong D7 Executive and the 41-seat King Long luxury coach.
- 2025
Jindabyne Snow Village
The Urban Legends Snow Village opens in Jindabyne, with room for up to 300 guests. Jared still guides many of the snow trips himself.
- 2026
A new flagship
The Bonluck President 10 arrives as our second 41-seat coach and new flagship, alongside our black 18-seat Mercedes Sprinter Luxury.
Accredited, insured and on record.
NSW accredited operator
Accreditation #41887, Tourist and Charter.
Transport for NSW
Registered commercial operator.
Comprehensive insurance
Public liability and vehicle cover.
Working With Children Checks
Held by every one of our drivers.
Licensed for the vehicle
Heavy vehicle licences for the class they drive, with current medicals.
Need accreditation or insurance details for your approval process? Ask, and we'll send them through.
What groups say after the day.
The best experience! Jared was awesome about the whole experience, catering for the group as much as possible throughout the whole day! We loved the private tasting at Bonvilla Estate. Such a vibe!
Amazing tour. Tommy made the experience 11/10. Horner Wines was a hidden gem we would never have found on our own, and the cheese pairing at Divine Treats was incredible. Would recommend!!
Urban Legends handled all our wedding guest transportation. Everything ran like clockwork, and they even coordinated with our wedding planner to adjust timing. Vehicles were immaculate!
Two ways to book with us.
One question decides it: would you like us to organise the whole day, or just the transport?
We organise the whole day
Venues, tastings and the itinerary, at a per-person price. Choose your region and style, then book online.
Browse packagesYou plan it, we drive it
Your own vehicle and driver, priced per vehicle. You choose the venues and the timings; we get everyone there in comfort.
Explore chartersNot sure which suits? Send the date, your numbers and the vibe of the day. We'll recommend.
- 1Your confirmation arrives by email.
- 2For tours, a short pre-tour video for your group.
- 3A final check of driver, vehicle, venues and times in the week before.
- 4Your driver arrives early and calls on arrival.