Trips: Motoring, Cycling: Social Marke3ng

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2 Trips: Motoring, Cycling: Transi3on, What Mo3vates People? Infrastructure, Social Marke3ng

3 Data and Images Sources Census Canada City of Vancouver h3p://www40.statcan.ca/l01/cst01/labor42a- eng.htm h3p://vancouver.ca/engsvcs/transport/cycling/ Vancouver Area Cycling CoaliFon h3p:// Cycling in CiFes Study, Dr. Kay Teschke, University of BriFsh Columbia, School of PopulaFon and Public Health h3p://cyclingincifes.spph.ubc.ca/ Photo credits Jean Chong Jack Becker Complete presentafon available from the Third Wave Cycling Group Inc. website at

4 Separated bike lanes, social marke3ng, what comes first? The presenta3on will explore the proposi3on that true cycling traffic growth will not come about un3l a cycling infrastructure exists that is appealing to customers of the target market for future cycling traffic growth, the non- cyclists and par3cularly motorists. Furthermore, a strong dose of targeted marke3ng is needed to en3ce the target customers to use cycling infrastructure and to achieve the full growth poten3al.

5 This presenta3on will consider the effect of three waves of cycling infrastructure designs on cycling traffic growth, and also of social marke3ng from shotgun style to focussed and targeted marke3ng. The marketplace that makes up the future customers of cycling will be reviewed. The ques3on of What do the future customers need to make the transi3on to cycling for transporta3on? will be considered, including the contribu3on of separated bike lanes.

6 Then, there is the dialogue on value of municipali3es having policies for order of priority of transporta3on modes. - walking, cycling, transit, movement of goods, driving What modes get priority over what modes? What about the ques3on on use of public roadway for car parking rather than for the movement of people?

7 The presenta3on will also highlight the Cycling in Ci3es study, a major research project undertaken by a local university in 2005 / 2006 involving approximately 1,500 people in the survey stage. The project focused on factors that might influence the likelihood of cycling. The presenta3on will focus on the City of Vancouver with a popula3on of 550,000 and medium land densifica3on that con3nues to experience growth of cycling and transit while driving into the City s Centrum con3nues to drop. The presenta3on will highlight the ongoing upgrading of the city s infrastructure design toolkit for cycling over 25 years and its effect on cycling traffic growth and mode share. Special focus will be placed on the contribu3on of separa3on of cyclists and motorists, including separated bike lanes on roads and bridges. Vancouver is an up and coming cycling city with a significant cycling mode share for a North American city (4%) and a developing cycling culture.

8 A City s Aspira,ons the Poli3cians, the Residents Perspec3ves It all starts with the city. For Ac3ve Transporta3on, where does the city government want the city to go to? Where do the residents want the city to go to? What are the goals? What is the target? Liveable, sustainable, green city that is energe3c and vibrant? What are the transporta3on mode priori3es? Walking, cycling, transit, combined mobility, movement of goods, and then cars?

9 Some concepts: For an urban communi3es, the growth target for cycling and targeted customers that the community iden3fies for conversion to cycling should drive the magnitude of infrastructure investment and the selec3on of its cycling infrastructure design toolkit. The public will take on cycling for transporta3on if the design of the cycling infrastructure is to their liking and the network is extensive enough for their needs. Social marke3ng undertaken too early will cause Cyclist Turnover. Some will try cycling, find it not to their liking, and then give to up. Effort to bring these back to cycling when the condi3ons are right will be difficult, costly, and take many years.

10 What Ignites Cycling Growth? From the Copenhagen Lab and European Experiences: Physical separa3on Visibility of cyclists Wayfinding - Cyclist knows where they are and where they should go Pavement markings, signage, and wayfinding Trip 3me Intersec3on passage priority Cycling culture ingrained into daily lifestyle - Social marke3ng

11 For people willing to cycle, their personal needs must be met The First Wave Market share poten3al 0.5% to 1.5% of infrastructure the skilled cyclists, the risk takers Vancouver 1.3%, $200 k investment The Second Wave Market share poten3al 3% to 5%, maybe 6% the determined, the confident Vancouver 3.7%, $12.6 m investment The Third Wave Market share poten3al 10% to 15% The Fourth Wave Social Marke3ng The Fidh Wave hesitant, limited cycling skills, less mo3vated to cycle, the risk averters Vancouver early experimenter, first Euro designs $17.6 m, implementa3on ( ) Market share poten3al to 25% plus, then share reten3on Social norm now, cycling a socially- acceptable form of transporta3on Enhance the cycling design toolkit for the social followers The 6 th, 7 th, 8 th Waves Reducing Cycling Turnover

12 Cycling in CiFes Survey More people are willing to cycle if they can cycle on: Paved, off- street bike trails dedicate to cycling (85% of respondents, +0.6) Paved, off- street mul3- use paths (77%, =+0.5) Unpaved, off- street mul3- use paths (71%, =+0.4) Separated bike lanes with barriers (71%, =+0.4) Neighbourhood cycling streets with traffic calming (65%, =+0.4) SeparaFon is key to cycling traffic growth

13 Cycling in CiFes Survey 32% of the residents are willing to cycle if :

14 Cycling in CiFes Survey Order of preference of routes

15 Market Potential for Cycling Growth Sizing the Urban Cycling Market 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Series1 Series2 Series3 Series4 Series5 Series6 Series7

16 Market Potential for Cycling growth

17 Who are the Customers? How big is the Market and the Poten3al? Motorists are the Future Customers School children and youths are the Future Customers In Vancouver, a city of 550,000 residents 60,000 cycling trips a day are made 3.7% or 22,000 cyclists are on the road in any day 9% or 49,500 of the popula3on cycle regularly City popula3on growth will increase daily cycling by 4,000 and regular cyclists by 8,500 Customer growth poten3al through mode switch from driving to cycling Commute to work range - 50,000 at today s popula3on to 90,000 with popula3on growth School and other non- work customers - 40,000 at today s popula3on to 75,000 with popula3on growth

18 The poten3al for cycling is there. In Vancouver, commu3ng cycling is uneven over the city with cycling mode share ranging from 1% to over 10% by neighbourhoods, averaging 3.7%

19 Who are you Designing for? Commuting cyclists who use their bicycles as prime form of transportation? Potential Cyclists Infrequent Cyclists

20 Cycling growth through Infrastructure Infrastructure Design Toolkits, Network Design Toolkits

21 Cycling growth through Infrastructure Infrastructure Design Toolkits, Network Design Toolkits the City of Vancouver Experience

22 The Waves of Cycling Some personal needs are being met, people are staring to cycle The First Wave Market share poten3al 0.5% to 1.5% of infrastructure the skilled cyclists, the risk takers Vancouver 1.3%, $200 k investment The Second Wave Market share poten3al 3% to 5%, maybe 6% the determined, the confident Vancouver 3.7%, $12.6 m investment The Third Wave Market share poten3al 10% to 15% The Fourth Wave Social Marke3ng The Fidh Wave hesitant, limited cycling skills, less mo3vated to cycle, the risk averters Vancouver early experimenter, first Euro designs $17.6 m, implementa3on ( ) Market share poten3al to 25% plus, then share reten3on Social norm now, cycling a socially- acceptable form of transporta3on Enhance the cycling design toolkit for the social followers The 6 th, 7 th, 8 th Waves Reducing Cycling Turnover

23 the First Wave of Cycling the infrastructure Growth to 1.3% cycling mode share, approximately to 1990 Cycling infrastructure investment minimal, $200 k Streets Shared roads BC Parkway Combina3on of cycling neighbourhood streets and off- road bike trail along the SkyTrain line First traffic- calmed streets in West End in the 1970 s Bridges Shared sidewalks with pedestrians Arterial Road Crossing Pedestrian- ac3vated traffic signals - local roads Transit Systems Slow introduc3on of bike racks on buses Bikes on ferries

24 the First Wave of Cycling the infrastructure Shared streets White edge line

25 the First Wave of Cycling the infrastructure Cyclist- ac3vated traffic signals Local streets Right- in right- out diverters

26 the First Wave of Cycling the infrastructure Neighbourhood cycling streets first implementa3on Bike route signage Overhead and street- level signage Pavement marking bike logo, sharrows Traffic circles replacing stop signs

27 the First Wave of Cycling the infrastructure Neighbourhood cycling streets first implementa3on Cycling- permeable medians Driving discon3nuity

28 the Second Wave of Cycling the infrastructure Growth from 1.3% to 3.3% to 3.7% cycling mode share Cycling infrastructure investment - $12.6 m, (1990 to 2006) Streets Standard North American infrastructure design Bike lanes on arterial streets Cycling neighbourhood streets with evolving traffic calming traffic circles, corner bulges, speed humps, bus speed humps. Intersec3ons Cycling travel Fme improvements Cycling- ac3vated traffic signals on cycling neighbourhood streets crossing arterial and collector roads Push bupons installed for cyclists at all traffic signals with pedestrian bupons Traffic circle roll- out Off- Road Transit The Seaside path rolled out aprac3ng many less confident cyclists 100% bike racks on buses fleet

29 the Second Wave of Cycling the infrastructure Neighbourhood cycling streets Evolving traffic- calming Cul- de- Sac Cycling Permeable Streets Cycling- Permeable Median Barriers

30 the Second Wave of Cycling the infrastructure Neighbourhood cycling streets Evolving traffic- calming Wayfinding Humps Diverters Bus hump

31 the Second Wave of Cycling the infrastructure Traffic circles Small circles Mid- size circles Large circles Replaces stop signs Checks speed somewhat Too fast, cars 3p No speed reduc3on Corner bulges

32 the Second Wave of Cycling the infrastructure Bike lanes on arterial streets Between bus and general traffic lane Next to parked cars Next to curb

33 the Second Wave of Cycling the infrastructure Seaside bike path Par3ally separated

34 the Second Wave of Cycling the infrastructure Bikes racks on buses Bikes on ferries Bikes on SkyTrain

35 Moving into the Third Wave of Cycling the infrastructure Growth stalled at the 3.7% cycling mode share (1996 to 2006). More aggressive infrastructure design and network approach now needed for spurring further cycling growth. Traffic counts up at new cycling facili3es designed with using Third Wave design toolkit techniques. Cycling infrastructure investment from 2007 to $17.6 m

36 Moving into the Third Wave of Cycling the infrastructure Growth stalled at the 3.7% cycling mode share Streets (1996 to 2006). More aggressive infrastructure design and network approach now needed for spurring further cycling growth. Traffic counts up at new cycling facili3es designed with using Third Wave design toolkit techniques. Cycling infrastructure investment from 2007 to $17.6 m Con3nued network roll- out Con3nued bike lanes roll- out Cycling neighbourhood streets with con3nued more aggressive evolving traffic calming traffic circles, corner bulges, speed humps, bus speed humps. 30 kph speed limits on local streets on bikeways

37 The Network Increasing percentage of cyclists within catchment area of cycling infrastructure Intersec3on Visibility Coloured street crossing Bike boxes Led turn bike boxes on intersec3ng streets CrossBike treatment Bike traffic signal head Separa3on Separated bike lanes on arterial streets and bridges Off- streets bike paths Seaside, Central Valley Greenway Trip Efficiency Traffic circle roll- out Cycling comfort 30 kph on neighbourhood cycling streets Feeder network to transit Buses Rapid transit Ferris Transit, Bike Parking, Cycling Traffic Monitoring Program

38 the Third Wave of Cycling the infrastructure The Network - Vancouver s ever expending cycling network Increasing percentage of cyclists within catchment area of cycling infrastructure Moving into the Third Wave of Cycling Facili3es in the City of Vancouver

39 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Intersec3on Visibility Coloured street crossing Bike boxes

40 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Intersec3on Visibility Led turn bike boxes on intersec3ng streets CrossBike treatment

41 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Intersec3on Visibility Cycling separa3on through intersec3ons Signage Bike traffic signal head

42 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Separa3on Separated bike lanes on arterial streets Carrall Greenway Spyglass parked car separa3on Dunsmuir St Great Northern Way 10 th Avenue

43 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Separa3on Separated bike lanes on arterial streets - Hornby St From tradi3onal bike lane to

44 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Separa3on Separated bike lanes on bridges Burrard Bridge Dunsmuir Viaduct Victoria Granville Cut Cambie Bridge

45 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Separa3on Bike and mul3- purpose lanes on bridges Canada Line rapid transit bridge over the Fraser River

46 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Separa3on Off- streets bike paths Seaside Path Central Valley Greenway

47 Moving into the Third Wave of Cycling Facili3es in the City of Vancouver Feeder network to transit Rapid transit Sta3ons Buses

48 Cycling Traffic Monitoring Tracking traffic growth for evidence- based decision making The Vancouver Story Council- approved program in 2007 A program for tracking cycling traffic Permanent counters installed on cycling facili3es SBL, bike paths, bike lanes, traffic calming elements Program for regular coun3ng of cycling streets, 24 hours, all months Temporary, moveable counters Transparency of data Moving towards Internet- accessed data Burrard Bridge, Dunsmuir, Hornby Sts. repor3ng on web h3p://vancouver.ca/engsvcs/transport/cycling/separated/dunsmuir_results.htm

49 Cycling Traffic Monitoring Tracking traffic growth for evidence- based decision making Learning from 24- hour counts Cycling paperns of cyclists 24 hour Cycling traffic growth papern of new cycling infrastructure Design and opera3onal implica3ons 24- hour, all weather Decision to cycle weather- based Could have future transit opera3on implica3ons Value of count informa3on Designing cycling facili3es for future traffic volumes Evidence to support poli3cal decisions Effect on cycling, walking, and car traffic of new cycling facili3es traffic volume, trip 3me Mo3vator for transi3oning to cycling traffic volume and air- quality repor3ng

50 Cycling Traffic Monitoring Source Matt Chambers, the Independent,

51 Cycling Traffic Monitoring Source Matt Chambers, the Independent,

52 Does Separa3on and SBL grow the Cycling Market?

53 Does Separa3on and SBL grow the Cycling Market?

54 Street Case - Burrard Bridge Separated cycling infrastructure introduced with Social Marke,ng Growth up significantly, quickly. Daily average cycling trips for peak month 5,300 Low month traffic volumes now reaching 1995 to 2008 spring volumes Summer peak day volumes 7,600 Winter average day volumes - 1,600 (Oct to Mar) Street 6 lane arterial street with 3 m sidewalks Previous Infrastructure Two yellow line separated sidewalks pedestrian, cyclists 3 m wide Southbound Bike Lane (Installed 2006) SBL Infrastructure Physically separated bike lanes on each side (2.5 m sidewalk and 3 m on- road) Place in Opera,on Date July 13, 2009 Social Marke,ng for Change Targeted programs - before and ader opening of facili3es

55 Burrard Bridge Cycling Growth Average Daily Day Counts Average - Low Month Average - Peak Month Pre Bike Lane Post June July Bike Lane SBL SBL SBL

56 Street Case Dunsmuir Viaduct and Street Separated cycling infrastructure introduced with Social Marke,ng Growth up significantly, quickly. City of Vancouver es3mates cycling traffic growth increase of 25% over 2009, Growth on summer and fall weekends up 40% to 70%. Data would suggest 90% growth over 1995 to 2008 traffic volumes (using average day traffic volumes for count period technique, not peak counts) Street Previous Infrastructure SBL Infrastructure 3 lane arterial street, one- way traffic, with car parking along sec3ons Stage One Shared roadway, no cycling stencils Stage Two Street - Bike lane, one- direc3on (Length 1.7 km, Cost - $ 75 k, Opened ) Physically separated bike lanes, 3 m, no traffic lane reduc3on Place in Opera,on Date Viaduct March 3, 2010 (Length 0.85 km, Cost - $300 k) Street June 15, 2010 (Length 0.8 km, construc3on 3me 1 month, Cost $800k) Social Marke,ng for Change Targeted program - before and ader opening of facili3es

57 Dunsmuir Cycling Growth Average Daily Dunsmuir St - Richards 1000 Dunamuir Viaduct 500 0

58 Street Case Hornby Street Separated cycling infrastructure introduced with Social Marke,ng Growth up significantly, quickly. City of Vancouver es3mates cycling traffic growth increase of 25% over 2009, Growth on summer and fall weekends up 40% to 70%. Data would suggest 90% growth over 1995 to 2008 traffic volumes (using average day traffic volumes for count period technique, not peak counts) Street Previous Infrastructure 3 lane arterial street, one- way traffic, with car parking, both sides along sec3ons Stage One Shared roadway, no cycling stencils Stage Two Street - Bike lane, one- direc3on (Length km) SBL Infrastructure Physically separated bike lanes, 3 m, no traffic lane reduc3on Place in Opera,on Date Street Dec 1, 2010 (Length 2.2 km, construc3on 3me 1 month, Cost $3.2 m) Social Marke,ng for Change Targeted program - before and ader opening of facili3es

59 Hornby St Cycling Growth Average Daily Hornby St at Robson Pre SBL Jan 2011 Feb Mar Apr May Jun Jul Aug Sep 2011

60 Then comes Social Marketing How does it all fit together Infrastructure, Network, and Social Marke3ng? The Market What is required to make the cycling for transporta3on market to grow? The Marketable Product Cycling for TransportaFon Models for change of personal transporta3on mode choices Shaping of social marke3ng programs Timing for Marke3ng Shotgun or Targeted Marke3ng

61 Then comes the Fourth Wave - Social Marketing Hypotheses for social marke3ng: Built the infrastructure first, then undertake targeted social markefng campaign along the catchment areas of built cycling infrastructure. Cycling infrastructure comes first, then comes social marke3ng for permanent lifestyle mode change incorpora3ng cycling as a prime method of transporta3on. For social marke3ng of cycling to be effec3ve, urban communi3es cycling infrastructure and network must be at a quality desired by poten3al cyclists. Social marke3ng should follow well- developed marke3ng adver3sing models and be focused on target marke3ng for poten3al cycling customers. Significant cycling traffic growth will only be achieved through targe3ng the motorist market for poten3al mode change to cycling. Cyclist Turnover needs to be minimized through appealing cycling infrastructure and then targeted social marke3ng campaigns. Once a persons tries cycling for transporta3on and gives it up, it will take long 3me and be costly to bring that person back to cycling.

62 Then comes the Fourth Wave - Social Marketing Shotgun Social Marke,ng Unstained Cycling Growth Example Social Marke3ng should Follow when Ideal infrastructure and Network In Place Social marke3ng should be targeted to Poten3al cyclists Why? Lack of reten3on of shid to cycling 2001 transit strike, Winter Olympics traffic Two events - Two different levels of social marke3ng Created surge in cycling traffic and cycling mode share for Vancouver, not sustainable Why? Infrastructure not to the expecta3ons of the Third Wave of Cyclists the poten3al cyclists, drivers who are willing to shid modes to cycling. Result Cyclist Turnover 2001 TransLink 4- Month Strike (March 31 to Aug 1, 2001) Cycling mode share gain from 3.3% to 4.1% (cc) Post strike levels mode share dropped back towards 3.7%, some cyclist reten3on (previous mode share 3.3%) Cycling infrastructure Approx. 200 km largely of traffic, calmed cycling neighbourhood streets Social marke,ng - Limited 2010 Winter Olympic and Paralympic Games (February 12-28, March 12-21) Burrard Bridge example (BBD) Cycling traffic levels Near summer level Post games levels Cycling level growth not maintained into summer Cycling Infrastructure Approx. 400 km, with bike lanes in downtown 60 km, Seaside Path 30 km Social Marke,ng Significant by the city and TransLink, targeted, supported by VACC, BEST

63 Then comes Social Marketing Shotgun Social Marke,ng Unstained Cycling Growth Example 2010 Winter Olympic and Paralympic Games Burrard Bridge example (BBD) Period 24- Hour Cycling Traffic - median day count Summer 2009 / Winter 2009/ Average day count Summer 2010 / Winter 2010/ Average day count Month of January 1,555 Olympic period - February Paralympic period - March 2,972 3,718/ 1,724 1,784 3,644/ 1,511 Disappointment - Post games levels Games cycling level growth (1,200 plus) not maintained into summer (2010 summer slightly below 2009) Missing links Ideal facili3es leading to bridge on both ends. (Separated bike lanes on north side opened) Cycling Infrastructure - Separated bike lanes in each direcfon over bridge. Northbound - Bike lane from bridge onto Hornby St to downtown, difficult transifon from bridge. Southbound Short bike lanes leading to bridge. Uncomfortable transifon from local and collector roads Social MarkeFng Significant by the City and TransLink, targeted, and supported by VACC, BEST

64 Then comes the Fourth Wave - Social Marketing Social Marke3ng should Follow Installa3on of Ideal infrastructure and Network - Success stories Social Marke3ng Program - VACC Bike to Work Program Promotes Growth in Cycling Traffic 2007 to 2010

65 Then comes the Fourth Wave - Social Marketing Social Marke3ng should Follow Installa3on of Ideal infrastructure and Network - Success stories VACC Bike to Work Program Shows Promise in Overcoming Obstacles to Cycling Growth

66 Then comes the Fourth Wave - Social Marketing First Ideal infrastructure and Network, then Social Marke3ng Success stories VACC Streetwise programs Providing training for smart commuter cycling

67 Final thoughts Physical Separa3on does grow cycling traffic Social marke3ng when targeted is effec3ve in growing cycling traffic Recent Media Reporter Ques3on Who is most important in causing cycling growth poli3cians, advocates, the public? Answer a couple of poli3cians, a few dedicated cycling staffers, advocates, and journalists pressure poli3cians, staff internally and externally work with the municipality sell public on suppor3ng city projects and direc3on sell public on conver3ng to cycling the storyteller to frame issues to public advocate organiza3ons to provide services to city under contact