CHALLENGE OUTLINE A month-long workplace-based challenge Companies compete with other companies within their size category Based on a point system that rewards all experience levels, but focuses on recruiting new riders. Can compete internally, amongst divisions within a single company Individuals can earn badges for certain achievements
CHALLENGE OUTLINE
YEAR to YEAR 2012 Participation exceeds the goal of 500 participants logging at least one ride. 2013 Reduced participation due to a reduction in the quality of implementation by the regional TDM contract holder. 2014 & 2015 Dramatic increase in participation with implementation under ARC 2189 2539 1070 1529 1847 800 Registrants Participants 739 521 812 873 Commuters 2012 2013 2014 2015
2015 PARTICIPATION Increase in all levels of participation in 2015: Registration: 16% increase Participation: 21% increase Commuting: 8% increase Increase in all levels of experience in 2015: Regular: 8% increase Occasional: 48% increase New: 39% increase 3000 2500 2000 1500 1000 500 16% Increase 2189 2539 21% Increase 1529 1847 Participation Level 8% Increase 812 873 1200 1000 800 600 400 200 8% Increase 961 1038 48% Increase 393 175 259 Experience Level of Participants 39% Increase 14 15 14 15 14 15 14 15 14 15 14 15 548 0 Registrants Participants Commuters 0 Regular Occasional New
2015 PARTICIPATION Increase in % of Participants and Commuters who are New or Occasional riders Moving more people through the behavior change cycle 2014 2015 Registrants Participants Commuters 44% 51% 24% 32% 14% 34% 63% 56% 26% 11% 30% 81% 14% 78% 12% 7% 12% 10% Regular Occasional New Regular Occasional New Regular Occasional New
2015 TRIP TYPES 16,000 14,000 12,000 10,000 8,000 29% 32% 14% 15,805 total trips logged in 2015 72% increase over 2014 Changes in 2015 to more fully engage participants throughout the entirety of the challenge proved successful. Further changes in this direction planned for 2016 6,000 4,000 2,000 14% 57% 53% 0 2014 2015 Commute Transport Recreation
2015 REGISTRATION People tend to register for the challenge while they are at work Peaks at 10:00 AM and 1:00 PM, on either side of lunch Suggests that a workplace-based challenge with outreach at employer sites has been successful 300 250 200 150 100 50 0 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 AM PM
2015 BENEFITS Enjoy family Save money 7% Save time 3% Improved fitness Three strongest motivating factors: Improved fitness Enjoying the outdoors Improved health 8% 24% This was the case regardless of experience level. Live sustainably 12% 22% 23% Enjoy outdoors Two takeaways: Incentives remain the same throughout the behavior change process Cyclists are a unique group, requiring targeted messaging Improved health
2015 BARRIERS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Bike in shed Bike needs fixing Don t feel confident Don t know safe route No bike Don t enjoy Bike needs fixing Don t feel confident Don t know safe route Don t make time No shower Too far Don t know safe route Hilly Bad weather New Occasional Regular Attitude/Knowledge Equipment Environment Office Barriers change with experience level New cyclists: Equipment ( don t own a bike ) Attitude/Knowledge ( don t know a safe route ) Occasional cyclists: Attitude/Knowledge ( don t make time ) Regular cyclists: Environmental ( bad weather ) Targeted messaging helps participants overcome their specific barriers How to: Find bike classes Fix your bike/find a mechanic Buy a starter bike Prepare and pack for commute cycling Find someone to ride with Find your route
2015 DEMOGRAPHICS Female Male In terms of gender, the breakdown for all registrants is almost exactly 50/50. Nationally, females make up only 25% of cycle trips This is reflected in breakdown of regular cyclists from the Atlanta Bike Challenge By targeting new and occasional cyclists, the challenge helps close the gender gap within the Atlanta cycling community Female Male Female Male Female Male New Occasional Regular
REGIONAL PARTICIPATION Registrants
REGIONAL PARTICIPATION Participants
REGIONAL PARTICIPATION Commuters
ACTIVITY CENTERS The Activity Centers highlighted in green contain at least one workplace where someone registered for the 2016 Atlanta Bike Challenge. Those highlighted in red contain zero. Activity centers with Bike Challenge participation tend to be located along MARTA rail lines.
ITP PARTICIPATION Registrants 62% of registrants work within 1 mile of a MARTA rail station. 58% work within ½ mile of MARTA rail station.
ITP PARTICIPATION Participants 62% of participants work within 1 mile of a MARTA rail station. 53% work within ½ mile of MARTA rail station.
ITP PARTICIPATION Commuters 58% of commuters work within 1 mile of a MARTA rail station. 50% work within ½ mile of MARTA rail station.
MULTI- MODALITY www.atlantaregional.com/bikeped
MULTI- MODALITY www.atlantaregional.com/bikeped
2016 CHALLENGE Changes: More individualized Choose the grand prize you want to pursue Badges: Dates: September 25 th October 23 rd Bookended by Atlanta Streets Alive Sept 25: Highlands Oct 23: Peachtree (Downtown-Midtown)