Bike = Business. or: How cycling is good for business, cyclists and cities

Transcription

1 Bike = Business or: How cycling is good for business, cyclists and cities Malmoe, 13 December 2012 Ineke Spapé: Professor integrated urban mobility planning, NHTV Breda University of Applied Sciences (NL) Director SOAB Consultants for Liveability (NL) International cycle expert of Dutch Cycle Embassy (NL)

2 This presentation 1. Actual developments in Dutch cycling 2. Dutch dreams and ambitions 3. Vision 4. Arguments benefits of cycling: 5 Dutch surveys 5. So: Bike = Business Breda, 7 December 2012, Minus 5

3 1. Cycling in NL (1) Sweden: 11 times Netherlands High density: 496 inh/km2 (Sweden: 20) More bikes than Dutch people 7 mln. cars 175 x 250 km only Groningen: 58% cycle share Primary schools: 50% cycle share Sec. schools: 95% cycle share More female than male cyclists Mainly shopping and school trips 39,000 km separated cycle routes 4,900 km cycle lanes Every day: 1,2 mln. cycle commuters Lots of people cycle AND drive Only, the last time we won Le Tour was 1980 Why do the Dutch cycle? Healthy 77% Fun: 68% Fast: 61% No car parking: 38% No car available: 22% And

4 1. Cycling in NL (1) Sweden: 11 times Netherlands High density: 496 inh/km2 (Sweden: 20) More bikes than Dutch people 7 mln. cars 175 x 250 km only Groningen: 58% cycle share Primary schools: 50% cycle share Sec. schools: 95% cycle share More female than male cyclists Mainly shopping and school trips 39,000 km separated cycle routes 4,900 km cycle lanes Every day: 1,2 mln. cycle commuters Lots of people cycle AND drive Only, the last time we won Le Tour was 1980 Why do the Dutch cycle? Healthy 77% Fun: 68% Fast: 61% No car parking: 38% No car available: 22% It s cheap: 100%

5 1. Actual developments (2) Cycling is booming Amsterdam: cycle share car share 1990: 33% 47% 2010: 39% 31% Cycling to station (NL): cycling to station cycling from station 1990: 6% 3% 2010: 40% 15% Dutch cycling since 2000: average: 27% of all trips More Dutch cycle They cycle more often: 3 in stead of 2 trips a day (school/work/shop) They cycle more far: 12 in stead of 10 kilometers (school/work/shop)

6 1. Actual developments (3) Utrecht: historic center: 8% car, 92% bus, bike, pedestrians Central station: from to cycle parking Amsterdam: In historic center plus neigborhoods inside city highway ringroad: more cyclists than cars NL: between 8-9 h: more cyclists than cars Young people less interested in cars and car usage 10 kilometer

7 1. Actual developments (4) Spatial developments: More growth in our cities (reurbanisation) Amsterdam inhabitants again Young families back into our cities More interest in public space: Growing interest of politicians and local governments for cycling and walking as contribution to public space Road diet : Malmoe (Västra Hamnen), Copenhagen up-side-down-designing : Livable, pleasant neighborhood, impulses to move (health) and meet, more quality public space RIJNENBURG 2 1 3

8 1. Actual developments (5) Super cycle highways Cycle highways as contribution to better urban mobility and accessibility 7 steps plan: infra + communication Marketing cycle highways: Imagineering : green, art, rewards Rewarding cyclists App to win prices: Breda Related: electric bikes: 1 mln of 18 mln bikes Booming under 60+ women Ideal to combine with cycle highways (10-20 km) Existing cycle highway Construction/preparation Potental cycle highway

9 Example of Dutch Super Cycle Highways

10 Example: reward cyclists Part of strategy for Dutch Super Cycle Highways: Rewarding commuters during 1 week with 5,- per day Between Zaanstad and Amsterdam Target group: cycling car drivers, cyclists Communication: via employers and company platforms ambassadors free publicity via radio, TV Restriction: only paid if filled out online questionnaire 774 participants 10%: regular car drivers more cyclists

11 Examples of cycle marketing, education, & communication Linked to cycle highways: Marketing handbook CARMA (Eindhoven): 30 Cycling Challenges to do Campaign for scooters: F.A.S.T Electric bike trainings for elderly people Marketing super cycle highway Breda Etten-Leur Survey opinions: before/after E-bikes for residents App-program with local governments and businesses

12 40 years bicycle strategy in NL Bron: Fietsberaad, bewerking SOAB CROW Manual 5 requirements Pilot cycle routes Tilburg & The Hague First local cycle infra plans Network Delft Legislation Cycle streets Roundabouts Cycle Parking Free cycle parking PT & cycle parking New towns Lelystad, Almere, Houten Master Plan Cycling, national subsidies Anti-theft Communication Cycle Highways Marketing

13 Accents in Dutch cycle strategies Hardware Orgware Software CROW Manual 5 requirements Pilot cycle routes Tilburg & The Hague First local cycle infra plans Network Delft Legislation Cycle streets Roundabouts Cycle Parking Free cycle parking PT & cycle parking New towns Lelystad, Almere, Houten Master Plan Cycling, national subsidies Anti-theft Communication Cycle Highways Marketing

14 2. Dutch dreams and ambitions (1) More cyclists More often More people More far More safety Elder people Youngsters Electric bike riders Too many cyclists, speed differences More livable cities People-oriented public space Integrated urban and mobility planning Real solution for cycle parking Sustainable planning More push strategies cars Role for city centers / retailers, (local) governments, Dutch Cycle Embassy and cyclists scale jump for cycling

15 2. Dutch dreams and ambitions (2) More cyclists More often More people More far More safety Elder people Youngsters Electric bike riders Too many cyclists, speed differences More livable cities People-oriented public space Integrated urban and mobility planning Real solution for cycle parking Sustainable planning More push strategies cars Role for city centers / retailers, (local) governments, Dutch Cycle Embassy and cyclists scale jump for cycling Wanted: arguments for politicians, policy makers and retailers

16 3. Vision: city retail mobility-citizens Internet: traditional shopping centres are under pressure Behavior/politics: focus on cars Crisis: efficient investments: cycling! we need to strengthen shopping centres/retail: cycling! city accessibility citizen Cyclists are key players in urban quality improvement World to win for cycling, cyclists, retailers, urban mobility and cities

17 4. Arguments: benefits of cycling We all know... Smile Freedom No GHG No noise Cheap Source: ww.cicle.org Etc. etc. Health

18 4. But also economical benefits 5 Dutch surveys: 1. Evaluation 10-cents and 2,50 parking areas Amsterdam (east) 2. Purchasing Behaviour Survey Randstad Social Benefits-Costs-Analysis 4. Bicycle profit hours 5. Benchmark Cycling to supermarkets

19 4.1 Survey 1: evaluation 10 cents- parking areas East-Amsterdam Shopping streets with 2,50 parking rate Shopping streets with 10 cents parking rate

20 Number of visits and means of transport Modal split / frequency 2,50 Modal split/ frequency 0,10 daily Car Bike Walking PT Total Car Bike Walking PT Total Slow traffic: high frequency High frequency: impulsive buys

21 Modal split per parking regime Modal split 2,50 Modal split 0,10 Why this mode? Why this mode? Main reasons: distance, fastest way, luggage. Parking prices: no issue

22 Spendings per mode Spendings per mode 2,50 Spendings per mode 0,10 > < 5 Total spendings per week car 4% 1% 33% slow traffic (21% cycling, 41% walking) public transport 62% other Car driver spend more per visit, but in 2,50 area 50% of cyclists spend > 25 Euro (38% in 0,10 area) Total: slow traffic clients spend more, in 0,10 and in 2,50 areas

23 Conclusion Amsterdam: parking rates influence spendings of slow traffic Why clients choose this shopping center: Variety and specific shops available Proximity of shops Parking prices hardly an issue for clients: fact Results parking rate 2,50 compared with 0,10: 1. Less car usage more walking 2. Car traffic: more spendings per visit, but slow traffic: higher frequency of visits 3. Higher frequencies: more impulsive buys Higher parking rates more spendings from slow traffic (62% versus 47%), less spending from cars (33% versus 44%)

24 4.2 Survey 2: Purchasing Behaviour Survey Randstad KSO 2011 : 217 shopping centers in 158 municipalities in the Randstad = 33% of all Dutch municipalities Amsterdam, Rotterdam, the Hague, Utrecht Source: Giuliano Mingardo Erasmus University Rotterdam

25 Purchasing Behaviour Survey Randstad: Modal split of visitors Modal Split for Non-Daily Goods Modal Split for Daily Goods 14% 5% by foot 19% 2% by foot ov 48% ov 52% 29% bike car 31% bike car More slow traffic

26 Purchasing Behaviour Survey Randstad: Modal Split and City Size Modal Split Total for Subgroup Small Modal Split Total for Subgroup Medium Modal Split Total for Subgroup Large 14% 1% 16% 4% 18% 6% 53% 32% 49% 31% 46% 30% Pop < 50,000 50, ,000 Pop > 100,000 Bigger cities more slow traffic is shopping

27 4.3 Social Benefits-Costs-Analysis Why SBCA : To translate cycle infra in money To compare alternatives To analyse costs and benefits (integral) To argue that cycle infra is worth the effort (crisis), more than car or public transport infra Example SBCA: cycle bridge or not? Eindhoven Hubs and Spoke bridge for cyclists

28 SBCA cycle bridge Utrecht New urbanisation: 60,000 inh. No direct cycle connection (11 in stead of 6,5 km) to center Utrecht 2 existing bridges (green) Expected cyclists: 4, per day School buildings have to be moved Main criteria: investments, maintenance, travel time, travel costs, labour productivity, life years, emissions, sound, traffic safety.. New urbanisation (60,000) Source: Decisio NL Utrecht city

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30 Results SBCA cycle bridge Utrecht In mln euro s (= 650 SK) Effective! Travel time cyclists

31 4.4 Survey 4: Bicycle profit hours City of Breda: The effect of a Bicycle Parking Facility on Vehicle Loss Hours Bicycle profit hours! Bicycle Parking Facility in a network: Ordinary network Super cycle highway Super cycle highway with electric bikes Estimated profits can reach 22 mln. (220 SK) in 10 years

32 4.5 Survey 5: Benchmark Cycling to Who was involved? Fietsersbond 6 cities Apeldoorn Delft Eindhoven Haarlem The Hague Zwolle supermarkets 6 cities 4 levels of supermarkets visitors

33 Hierarchy of shopping centers: 4 levels of service 4. Neighborhood 2. Borough 3. District N = City Center

34 Why by this mode? No alternative Fast 3 Luggage Weather 1 Distance 2 Car Bike Walking

35 Where do modes spend most per week? 100% 77% spendings from slow traffic in city 90% 80% 70% 60% 50% 40% 30% 20% 10% Aandeel vervoerwijze in weekomzet binnen Hiërarchie (totale respons) 44% 33% 22% 17% 20% 63% 23% 24% 53% 37% 33% 30% 28% 26% 46% 54% spendings from slow traffic voet fiets auto 0% City Binnenstad center Stadsdeel Borough District Wijk Neighborhood Buurt Total Totaal

36 Benchmark Cycling to supermarkets: What to do? Car Luggage 1 Solve luggage problem More small-scaled supermarkets (close) Bike Fast 3 Improve cycle network Improve cycle parking Proximity supermarkets Walking Distance 2 Improve pedestrian network More small scaled supermarket (network)

37 So how to get more cyclists spending? IF: Luggage problem is solved (trailers, service) Supermarkets offer more fresh food and quality Supermarkets offer special day offers Honey/pull policy facilitating cycling/cycle parking More communication to retailers and cyclists Supermarkets are located close Vinegar/push policy (car-unfriendly spatial planning, > parking rates) THAN: more cyclists come more frequently even part of car drivers become cyclists Cycle branche Supermarkets/ managers Local authorities

38 But that s only in the Netherlands. International surveys: Sydney (AECOM-study): Building new cycleways makes great economic sense. For every invested dollar building a bike network: return of nearly $4 back in congestion, environmental and health benefits Every dollar saved is one more available for other purchases: good news for workers and businesses International transport Forum (OECD): Cost of 1km of urban freeway = cost of 150 km of bicycle paths = 10,000 km of bicycle lanes = 100 well designed 30km/h zones Politicians need to hear that you can move an entire city for much less money New York: Study Transportation Alternatives (TA) in East Village

39 Questions for the audience Do Swedish and Danish cyclists (and pedestrians) differ from their Dutch colleagues? How to convince retailers and city governments?

40 5. So Bike = Business Cycling = economic motor for cities (local economics) Cycling = solution for climate policy Cycling = key player in vital cities and pleasant urban planning So: stop making super malls. Downscale supermarkets start short trip policy inform shop owners and local authorities about facts coddle cyclists and seduce car drivers with campaigns/parking start balanced push/pull policy Cycle oriented cities are economically and socially efficient and pleasant, are more livable and more economically vital Questions? Ineke Spapé i.spape@soab.nl

41 5. So Bike = Business Cycling = no goal on itself Cycling = the future And the future starts NOW Questions? Ineke Spapé Cycle oriented cities are economically and socially efficient and pleasant, are more livable and more economically vital i.spape@soab.nl