STATION ORGANIZER TOOLKIT

Transcription

1 STATION ORGANIZER TOOLKIT

2 STATION ORGANIZER TOOLKIT Table of Contents FAQ... 3 Organizer Checklist Step One: Pick a station location Step Two: Station types Step Three: Identify station partners Step Four: Solicit station support partners Step Five: Plan your station offerings Step Six: Register your station Step Seven: Station marketing Step Eight: Final preparations Star Stations... 22

3 FAQ What is the purpose of Bike to Work Day? Bike to Work Day is a statewide endeavor to provide a positive, rewarding and funfilled day for people to try a bike commute. In the Denver region, more than a third (37 percent) of Bike to Work Day participants are first-time participants. In follow-up surveys, approximately 60 percent of Bike to Work Day participants say they bike to work more often after the event. This commitment positively affects regional air quality, health and traffic congestion. Why are Bike to Work Day stations important? Stations are key to Bike to Work Day, keeping participants in good spirits and providing opportunities for bike commuters to rest, socialize and refuel. Volunteers organize and staff all stations. Supplies and food are donated or funded through donations. Providing riders with free food and drink, the occasional bandage and plenty of smiles is a great way to show your support for bike transportation. What is Way to Go? Way to Go, a program of the Denver Regional Council of Governments, is a nonprofit organization that provides commuters and employers solutions for saving money and time on their daily commutes. Way to Go is a catalyst for change through Bike to Work Day and free employer consultations; it encourages people to try new ways of commuting. How is Way to Go involved in Bike to Work Day? Way to Go organizes Bike to Work Day for the Denver metro area and advertises the event. Way to Go also runs the Bike to Work Day website (biketoworkday.us), where group ride organizers may find tools for a successful ride. In addition, Way to Go staff offers guidance and answers questions, as needed. BIKE TODAY FOR A BETTER TOMORROW. 3

4 WHY ORGANIZE A BIKE TO WORK DAY STATION? Bike to Work Day is an opportunity to promote your business and associate your brand with a positive, healthy and community-oriented event. Way to Go encourages station organizers to use the event to support their community and gain visibility. Products for sale and services-for-fee are prohibited at Bike to Work Day stations; however, many businesses use the opportunity to provide samples of new products and services, hand out coupons or offer future discounts, and meet new/potential customers in a fun environment. 4 BIKE TODAY FOR A BETTER TOMORROW.

5 WHY DID YOU ORGANIZE A BIKE TO WORK DAY STATION? In the words of other organizers: We hosted a station to not only draw attention to the services we provide, but to also support those taking part in Bike to Work Day. The event ties closely with our sustainability goals, which include reducing greenhouse gas emissions, so the more we can do to support people getting out of their cars and leading healthier lifestyles the better. To support our staff and to demonstrate support for the health of the community that we serve. I think it s important to participate in community events that promote sustainability. I also feel that it is good marketing for my company. Our goals were to connect with new, like-minded people and for them to have fun at our station. I enjoy greeting and cheering the riders on. What they are doing is great and the better time they have maybe the more they will ride to work. We wanted the exposure the event would provide. Our shop is near the Clear Creek Trail and the venue worked out great. We have a long history of supporting the cycling community, and we have a wonderful location in which to do so (right on the bike path). It is crucial that we do all that is needed to support people choosing to integrate cycling into their daily routine, and offer support and education to those just starting out. This also makes sense because Denver is a wonderful cycling city, and we need to further reinforce that by our efforts with supporting the cycling community. WHAT WOULD YOU SAY TO A BUSINESS THAT WAS CONSIDERING ORGANIZING A STATION? In the words of other organizers: Do it: It s fun and a great way to promote your business to cyclists! It is a good way to get people started on a bike-commuting lifestyle and many of the participants become loyal customers. Start planning earlier than you think, identify and handle logistical issues prior to event (such as additional bike traffic, day-long bike security, dress code compromises, ideal station location), and take advantage of the Way to Go resources (marketing materials, monthly meetings). Have knowledgeable people staff your booth that can answer questions and engage bike riders. BIKE TODAY FOR A BETTER TOMORROW. 5

6 2016 STATION MAP North Metro SW Metro South Metro SOURCE DATA: DRCOG, Mapbox Projection: State Plane Colorado Central, NAD 83 (feet) This data is intended for informational purposes only. DRCOG provides this information on an "as is" basis and makes no guarantee, representation or warranty, either express or implied, that the data will be error free. DRCOG further makes no guarantees, representations or warranties, either express or implied, as to the completeness, accuracy or correctness of the data, or as to merchantability or fitness of the data for a particular use or purpose. DRCOG is not responsible to any user for any costs, expenses, liabilities or damages arising from inconsistencies in its data or from any use of the information. Cogshare\GIS\BTWD\BTWD_2016\allstations.mxd CC 09/14/15 ± Miles Water Station Breakfast Station Bike Party ` Mapbox, OpenStreetMap 6 BIKE TODAY FOR A BETTER TOMORROW.

7 2016 BIKE TO WORK DAY participant statistics 87% are college educated. 48% have annual household incomes of $100,000 or more. 75% of are between the ages of 25 and % are male; 50% are female. 63% indicate they had participated in Bike to Work Day in previous years. The average participant biked 9 miles, one way. For more statistics from last year s Bike to Work Day stations, please btwd@drcog.org and request the 2016 Station Summary Report. BIKE TODAY FOR A BETTER TOMORROW. 7

8 WEST TO EAST Wheat Ridge Cyclery 46 minutes Sloan s Lake 29 minutes Confluence Park 17 minutes Civic Center Park Lakewood Country Club 46 minutes Addenbrooke Park 64 minutes Bike to Work Day active bike corridors (ABCs) and station clusters: Five rides will set off from different corners of the Denver metro area, delivering bicyclists to Civic Center Park. Each ride will be coordinated by experienced ride leaders and supported by volunteers to help first-time bicycle commuters build confidence. The group rides will follow fixed routes, giving station organizers the opportunity to locate their stations along high-traffic routes. btwd@ drcog.org or log on to biketoworkday.us to establish a station today. ± 8 BIKE TODAY FOR A BETTER TOMORROW.

9 !( 23 rd and Frankilin 21 minutes Denver Zoo/Museum of Nature and Science 17 minutes Denver Tech Center Big Blue Bear Ride Lakewood Red Kidney Bean Ride Lowry B-52 Ride Stapleton Dancing Aliens Ride Wheat Ridge Yellow Wall Ride Times are traveling to Civic Center Park Founder s Green Bubble 39 minutes EAST TO WEST!( Civic Center Park 16 th and Franklin 12 minutes!( Cheesman Park 12 minutes!( Seventh and Colorado 17 minutes Wings over the Rockies 36 minutes First and Downing 13 minutes!( South High School 21 minutes!( University of Denver 27 minutes Happy Canyon Shopping Center 45 minutes!( iheart Radio 58 minutes!( BIKE TODAY FOR A BETTER TOMORROW. 9

10 ORGANIZER CHECKLIST See the following pages for further details. Step One: Pick a station location Step Two: Decide your station type: a. Breakfast (6 to 9 a.m.) b. Water (3:30 to 6 p.m.) Step Three: Step Four: Step Five: Identify station partners Solicit station partners Plan your station offerings a. Food b. Beverage c. Prizes d. Giveaways e. Entertainment Step Six: Step Seven: Create a marketing plan for your station to your target market/audience (including social media marketing) Plan station logistics and contingency plans Please use the following resources to plan your station location. Stations along on or off-street bicycle facilities will see the most riders. Bicycle Colorado downloadable bike maps: bicyclecolorado.org/ride-colorado/colorado-bike-maps/ Denver Regional Council of Governments bike routes: gis.drcog.org/datacatalog/content/bicycle-facility-inventory 10 BIKE TODAY FOR A BETTER TOMORROW.

11 STATION LOGISTICS: Best practices Planning Engaging a group or committee is a great way to share responsibilities. This ensures nothing slips through the cracks and helps you plan a successful and memorable station. Tip from past organizers Get a committee together first. It could be three to four people that can take on different tasks of the planning like finding station support partners or donations, setup/breakdown, location planning, registration coordination and communications to the office personnel. Parking Bike parking is required for all stations. Many stations use a simple barrier that allows bikes to be held upright when parked with a kickstand or propped up by the front wheel. If you have access to a large grassy space, participants can also use this area for overflow bike parking. Below are two kinds of A-frames Feedback Sports event stand: feedbacksports.com/shop/a-frame-portable-event-storage-stand/. Use coupon code biketoworkday for a 35 percent discount. Do-It-Yourself Bike Stand Please contact btwd@drcog.org for a how-to PDF. Our friends at BikeDenver will also have a limited supply of event stands available for rent. Please Elayna McCall (elayna@bikedenver.org) for details and pricing. BIKE TODAY FOR A BETTER TOMORROW. 11

12 Shelter Tents or canopies are beneficial, although not required they provide shade and shelter and help riders and other bicyclists spot your station. Advertising Banners or signs help promote your station and brand to your visitors, as well as non-bike commuters. You can use advertising to market your station in advance (post an ad where your station will be located a week before the event to raise awareness be sure to ask for permission, if necessary). STEP ONE: Pick a station location Choosing your station location is arguably the most important decision you will make. If your organization is based close to a major trail or bike lane, you may be able to host your station at your location; however, if your location is off the beaten track, you should not expect to receive a large number of Bike to Work Day participants. Consult the Bike to Work Day map (page 8), group ride map, and Strava heat map for potential station locations. Many employees commute to downtown Denver, Boulder and the Denver Tech Center; however, there are many more employment centers outside these areas. Employees who work outside of these central areas would likely be extra appreciative of a business or organization choosing to set up a Bike to Work Day station along their route. Partner with an established station When you find an optimal location for your station, take a look at the map of 2016 stations on page 6. Are there any established stations within two miles of your preferred station location which may be complementary to your offerings? If so, contact Way to Go to discuss your options. 12 BIKE TODAY FOR A BETTER TOMORROW.

13 STEP TWO: Station types There are three types of stations that you can organize for Bike to Work Day: breakfast and water. Each has different benefits and requirements. Breakfast Open for the morning ride from 6:30 to 9 a.m., breakfast stations are required to provide free food and/or beverage to riders enough food to qualify as a light breakfast (rather than just a sampling). However, many breakfast stations make a memorable impression by offering entertainment, games, raffle prizes and more. If you find yourself along a route (rather than near final destinations) you might have a pass-through station. Anticipate brief stops by participants with grab-and-go items that can be easily stored for the remainder of participants commutes. Ensure your grab-and-go items are branded with your organization s logo or website so participants remember where they stopped along the way. Water Open for the afternoon ride home from 3:30 to 6 p.m., this station is required only to offer water to riders (no food expected). Water stations are ideally located on heavily-used routes, particularly regional trails. Although water is the only requirement for afternoon water stations, some organizers may want to consider offering more creative options like popsicles, cookies, drink mix or other beverages. Be sure to carefully read the station agreement on the Bike to Work Day website when you register your station online. Bike party Available in the afternoon/evening from around 5-8 p.m., these stations bring together businesses in a central district to provide a fun end to Bike to Work Day for local bike commuters. Unlike breakfast stations, bike parties may sell products and services. Ideal candidates for bike parties are breweries, distilleries and/or music venues. STATION TYPE HOURS WHAT S REQUIRED PROS Water 3:30-6pm Water Easy and minimal expense High gratitude factor Great for trail locations Breakfast 6:30-9 a.m. Food and beverage (enough to satisfy) The most popular station type Reliable riders Partnership potential BIKE TODAY FOR A BETTER TOMORROW. 13

14 STEP THREE: Identify station partners Organizing a Bike to Work Day station does not need to be a solitary effort, it can be a great way to develop relationships with other businesses and organizations. Station support partners Partners are complementary organizations such as local businesses, associations or nonprofits who share station organizer responsibilities. What can you easily accomplish? What will you need help with? What might help your station stand out? Select potential supporters who may be able to provide free services to increase the success of your station. Some examples include, but are not limited to, bicycle mechanics, massage therapists and food or beverage providers. When identifying supporters, consider businesses or organizations that may provide cash or resources to help you supply or market your station. These partners are usually interested in promoting their brand and may be able to contribute volunteers, food or drink, prizes or marketing assistance. Offer to include a partner s name in your station s name. Examples include IKEA s Arapahoe Station or Denver Bicycle Cafe/Group 14. Offer to include your partner s logo on all promotional material you create for your station Offer your partner the chance to promote their brand, product or service at your station with free samples or coupons. In the words of other organizers: Enlist local businesses to donate as much as possible. 14 BIKE TODAY FOR A BETTER TOMORROW.

15 STEP FOUR: Solicit station support partners Once you have identified potential partners, solicit their aid for your station. Way to Go has created a solicitation template (below) to help market your station. Use this template to create your own custom solicitation flier. Before you customize the template for your flier, identify what you would be willing to give to a potential partner. A few quid pro quo options might include: Highlight them on your station page on the Bike to Work Day website Offer space at your station for them to provide free samples or coupons Include the partner company s name and logo on all promotional materials (website, social media, fliers) Mention the company in other marketing efforts, such as press releases SOLICITATION TEMPLATE PLEASE JOIN US TO SUPPORT BIKE COMMUTING IN <COMMUNITY NAME>! What is Bike to Work Day? Bike to Work Day takes place June 28, 2017, and is the Denver region s largest annual bicycle commuting event. Each year 30,000-plus commuters leave their cars at home to enjoy the benefits of getting to work on two wheels. <Your Business/Organization Name> is looking for businesses and organizations to participate in our Bike to Work Day station. PARTICIPATION BENEFITS INCLUDE: List the benefits to station support partners here. Use as many bullets as needed. If you have goals about how many participants you want to reach, mention them here. HOW TO BE INVOLVED: List the things that you need from partners here. This can be generic, as you can provide more detail when you ask them directly. You can write out your specific request when you visit a potential partner. DATE/TIME: Wednesday, June 28, 2017 LOCATION: station location Insert a map of your station here capture via screenshot and copy into your flier CONTACT: your contact information here BIKE TODAY FOR A BETTER TOMORROW. 15

16 Step Five: Plan your station offerings Organizers of successful stations plan to offer enticing items for Bike to Work Day participants. A list of ideas appears on the following pages. Remember to be creative. Your station is a big part of participants experience of Bike to Work Day, so your best efforts will make a positive and lasting impression of your business and Bike to Work Day. Tips from past organizers: Bike to Work Day is a very rewarding day for just a little bit of effort. Really, I find that we don t have to do a ton of planning to make it work. We concentrate on coming up with unique food ideas and have really great stuff to give away. That s it, because that s all people really expect. Food Breakfast burritos Cake Cold cereal Fruit Granola Pancakes Grilled French toast Hot eggs Muffins Pastries Yogurt parfaits Grab-and-go food (ideal for pass-through stations) Bagels Bananas Bars Cookies Popcorn (bagged) Squeezable yogurt 16 BIKE TODAY FOR A BETTER TOMORROW.

17 Dietary restrictions If your station is serving bacon, dairy or eggs, some participants dietary restrictions may prevent them from enjoying your offerings. If you have a specialty item that appeals to bicyclists with dietary restrictions, consider advertising as people will travel greater distances for a service or product they value. Tips from past organizers: Have fun with it, over-prepare to ensure you have enough food/drinks, have some kind of entertainment (such as music) as it is early in the morning and people aren t at their most energetic quite yet. Beverage Energy drink mix Coffee Fruit-infused water Hot tea Iced tea Fresh juice Smoothies Grab-and-go beverage (ideal for pass-through stations) Water bottle refill dispenser Bottled beverages (water, juice, tea) Canned iced coffee Giveaways Courtesy kit (tissues, bandages, cleaning wipes) Bells Branded items (buttons or pins, key chains, pens) Seeded paper (for planting) Stickers or temporary tattoos Tire patch kits Entertainment Large-scale games Local musicians Yoga or stretching sessions Chair massage Prizes Bike jerseys Bike panniers Coffee gift cards Hotel packages Restaurant gift cards Tablets BIKE TODAY FOR A BETTER TOMORROW. 17

18 Step Six: Register your station Once you know where your station will be located, what type of station it will be and what you will offer, promote your station to participants via the Bike to Work Day website. The website helps you create a customized profile for your station. 1. Go to biketoworkday.us and click Register Now. 2. Select Organizer under Choose Your Role. A. If you are coordinating your company team, also select Coordinator. B. If you also plan to ride on Bike to Work Day, or another day that week, select Participant. 3. Complete the registration form with your name, , phone and password. 4. With your new and password, go to your organizer dashboard by logging in to the website 5. From your organizer dashboard select Create a station. 6. Review and accept the organizer agreement, which outlines the requirements for all participating Bike to Work Day stations. 7. Enter your station s name and basic information. Remember to use the Local sponsors section to provide more details about your station and market it to potential participants. A. You can also include hyperlinks in this area. Once you ve saved your station, a Way to Go staff member will review it, usually within one business day. Your station will not appear on the Bike to Work Day website until it has been approved by Way to Go staff. If you have any questions while registering your station, please contact the Bike to Work Day team by phone ( ) or (btwd@drcog.org). You can continue to edit your station, profile and check station approval status until Bike to Work Day. To edit information about your station, navigate to your station page and click on New draft in the upper right-hand corner of the page. When a participant clicks Join, your station appears on their dashboard under What I ve joined. Registered Bike to Work Day participants can also use the map to search for and review stations located along their route. 18 BIKE TODAY FOR A BETTER TOMORROW.

19 Step Seven: Station marketing Once you ve confirmed your station offerings, plan your marketing strategy. Marketing your station will increase the number of riders that choose to visit your station on Bike to Work Day. It can also increase your exposure before Bike to Work Day. Fliering Create a flier that highlights your business/organization, station location, and offerings (see page 20). Identify the places you will distribute your fliers. Fliers are most effective at local retail businesses, employer locations, community and civic centers and on community bulletin boards. Recruit volunteers to use part of a lunch hour, days off or other times to distribute your flier. Distribute fliers a few weeks prior to Bike to Work Day for greatest effectiveness. Ask business owners and managers, employers and others to keep the fliers visible until Bike to Work Day. If you are planning to patronize a local business anyway, be sure to grab your flier and give it to the business as you are making your purchase, and ask your volunteers to do the same. Tips from past organizers: Have a plan to communicate your message. Be clear and loud and flexible and a little bit creative. Media releases Another great way to promote your station is through a media release. Decide in advance whether to use press coverage to promote your station. Target a reporter for your release. Identify reporters that frequently cover transportation topics, bicycling or community events. Send a media release to your local paper, and follow up with a phone call to the reporter. Highlighting unique aspects of your station is a good way to make the case for coverage before, and during, Bike to Work Day. For instance, ask your mayor to bike to your station, and if he or she agrees, use this angle to obtain media coverage. Way to Go can provide sample media releases upon request. BIKE TODAY FOR A BETTER TOMORROW. 19

20 Social media Social media can be a great way to engage potential visitors to your station. Potential social media opportunities include: Cross-promote the Bike to Work Day Facebook event page Add a specialized comment highlighting your station and its location Twitter (#biketoworkday) Instagram Nextdoor Be sure to tag the Denver Regional Council of Governments (@DRCOGorg) and use #biketoworkday or #waytogodenver Station flier example: Louisville - Join Us for Breakfast on Bike to Work Day! Bike to Work Day is the Denver region s largest annual bicycle event. Each year nearly 30,000 commuters leave their cars at home to enjoy the benefits of getting to work on two wheels. EVENT DETAILS: Sponsored by: Date/Time: 6:30 9 a.m., Wednesday, June 22 Location: Paul s Coffee & Tea, 956 West Cherry Street, Louisville Cost: FREE Breakfast, refreshments and fun available during the event, as well as information and samples from multiple local area vendors. More support is available from Way to Go s marketing team, so if you have specific social media questions, contact btwd@drcog.org. 20 BIKE TODAY FOR A BETTER TOMORROW.

21 Step Eight: Final preparations In the days leading up to Bike to Work Day, begin preparing supplies for your station. Here are some things to consider: Ice First-aid kit Sunscreen Towels Broom Garbage, recycling and composting receptacles Tape Rope and bungee cord Weights (a variety of sizes may be necessary, depending on your setup: small to keep tablecloths or napkins from blowing away, larger for anchoring a tent) Umbrellas and waterproof containers (in case of a quick downpour) Hand sanitizer Pens and paper Scissors or a box opener Thank you notes BIKE TODAY FOR A BETTER TOMORROW. 21

22 2016 Star Station competition Recap Since 2013, Way to Go has been recognizing Star Stations, which provide a great experience to new riders on Bike to Work Day. In 2016, the Star Station competition recognized five winners: 2016 Winners: Gates Corporation Anschutz Medical Campus HomeAdvisor SurveyGizmo Avista Adventist Hospital (best photo) 22 BIKE TODAY FOR A BETTER TOMORROW.

23 2017 Star Station competition: Rules and eligibility: Bike to Work Day stations can win 2017 Star Station designation in two ways: Most votes on the Bike to Work Day website. The station with the most votes on the Bike to Work Day website (with an average rank of at least four stars) will receive 2017 Star Station designation and prizes. In the event of a tie, the station with the highest average rank will win. Way to Go may honor more than one winner in this category, recognizing that stations that receive fewer visitors due to location may still provide a great experience for new riders. Designating additional winners will be at the sole discretion of Way to Go, consistent with the spirit of the event and competition. Best station photo or marketing material. All stations are encouraged to submit photos of their stations and participants, as well as examples of their marketing materials. The Way to Go team will select a winner (or winners) to recognize organizers who put in extra effort to support the spirit of the event. All photos or materials must be submitted to btwd@drcog.org to be considered for this category. Be competitive! Designate a volunteer to ask riders to support your station by voting for it. Collect addresses so you can send out a reminder (and link) for riders to vote for your station, or give riders a printed reminder to vote for your station. Remember that riders will need to register as Bike to Work Day participants to vote for your station Star Stations will receive prizes of unspeakable value! Compete to win! BIKE TODAY FOR A BETTER TOMORROW. 23

24 Thank you! We appreciate your time and interest in organizing a station for Bike to Work Day. For more information, please contact btwd@drcog.org Bike to Work Day June 28, 2017 biketoworkday.us 17APRIL10-JR