When the Spicycles project was launched in 2006, cycling was not the ‘hot’ mode of transport that it has become today. As project partners, we wanted to gather experience related to specific areas of cycling policy. We were keen to explore how key elements such as communication and awareness raising, and the building of local partnerships, might increase the modal share of cycling. We had big expectations at the beginning of the project regarding cycling planning, but could not have predicted the explosion in the popularity of public bicycle systems that has taken place during Spicycles.
In the course of the project, cycling became increasingly relevant to city policy makers and transport planners, as well as to citizens. This interest was heightened by the looming economic crisis: petrol prices rose dramatically, and economic recession became a reality. Public discussion of issues such as those raised in Al Gore’s documentary “An Inconvenient Truth” began to change people’s way of thinking, and from being regarded as ‘old-fashioned’, cycling was increasingly perceived as a relevant and contemporary mode of transport.
{sidebar id=283 align=right} As the project comes to an end we can conclude that huge strides have been made. All the partner cities have improved their cycling policy. All of them now have a public bicycle system, even though Barcelona and Bucharest had not even planned for these at the start of the project. Berlin has enthused us all with its leadership in cycling planning. Bucharest and Ploiesti have been inspirational — their approach to local partnerships and to communication and awareness-raising programs has provided a model for cities of a similar size and background, and their experiences are reflected in the brochure “Cycling in Eastern European Cities”, which was produced in Polish, Hungarian, Romanian and Czech. Rome showed us that determination leads to results, even in the most complicated circumstances, and Gothenburg has been a trailblazer in many areas, with its excellent communication projects, bicycle highways and advanced bike-counting systems.
Vélib spearheading the emancipation of cycling
After a 40-year history and three “generations” of development, the concept of bike sharing exploded in 2007, focusing attention on utility cycling in relation to urban development. Estimates suggest that the number of bike-sharing schemes doubled in 2007, and it seems only a matter of time before the next city launches its own scheme.
{sidebar id=284 align=left} However, since 2008 the rate of growth has slowed slightly, especially in Central Europe. One explanation might be that the “political” competition has already been won by Paris and Barcelona: these are the schemes that people talk about the most. Cities that follow in their wake will never reach the same level of success and publicity, so they are changing the goalposts and exploring what they can do better than other cities.
For example, some cities are trying to reduce the cost of bike sharing, and to develop individualized solutions to their particular problems (e.g. with a greater focus on either commuters or tourists). Such competition is resulting in slower decision-making processes than were seen in 2007. The need for reliable and long-term financing also has an increasingly significant impact.
{sidebar id=285 align=right} Established cycling tradition
In countries with a longstanding and entrenched cycling tradition private bicycles are common and bike sharing has received only moderate acceptance (e.g. Norway, Sweden, Germany and the Netherlands). Complex regulations in these countries limit potential contracts. In Germany, for example, a decision by the anti-trust office has disallowed contracts of the Vélib variety, in which city gives exclusive use of its outdoor advertising space as remuneration to the system operator.
Further obstacles include an unwillingness to spend public money, prejudice against outdoor advertising, and doubts about the sustainability of bike sharing. Decentralized administrative structures limit the possibility of simple contracts: city departments have to coordinate initiatives with numerous boroughs, which are inevitably pursuing their own interests.
In these cities, there is usually a big demand for money to be spent on other useful projects. The large number of privately owned bikes and the lower acceptance of cycling during the harsh winters also have a negative impact on the system. Such cities typically try to strengthen public transport as a complete solution, promote co-modality, and focus on commuters and tourists.
Impressive results
In countries with no cycling tradition private bicycles are rarely used and bike-sharing schemes have impressive acceptance rates (e.g. France, Spain, Italy).
A feedback system is essential in order to monitor the results and emerging needs in relation to bike sharing. Possible results of bike sharing can be the increased bike use and thereby an increased share of cycling within the modal split.
Further very desirable issues are reduced emissions and pollution and thereby a higher quality of life, which also results into better health, also through getting exercise by cycling. Also, the attractiveness of the city, not only for tourists and pedestrians, will rise with the success of cycling.
{sidebar id=286 align=right} With this, the needs for more safety and more cycle lanes will make a sophisticated planning of the land use necessary. More cycle lanes and more parking sports for bikes have to be integrated into the cityscape. This will make cycling even more attractive. Parking and riding the bike will become more safe and convenient. This induces a shift from cars, public transportation and pedestrians to cycling. More cycle trips increase the share of cycling within the modal split.
The ultimate aim of cycling promotion is to increase cycling levels. On this score, most of the Spicycles partner cities reported progress, although precise measurements weren’t available in every case.
Barcelona showed an increase in modal share of 135 percent (from 0.75 percent in 2005 to 1.76 percent in 2007).
Surveys carried out in Berlin show that the number of bicycle users increased by 20 percent between 2005 and 2008.
Bucharest reported that the 1 percent modal share of cycling expected by the end of the project was almost achieved.
The modal share of cycling in Rome and Ploiesti increased, and Göteborg, which already has a reasonably high cycling modal share (9 percent) was the only city to report no change in modal split.
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Bike Sharing
Integrate scheme into long-term transport plans
As demonstrated by cities such as Paris, London and Hamburg, it is essential to integrate the introduction of a bike-sharing scheme into the long-term transport plan. This ensures the transparency of the overall aim and provides encouragement to people involved in the implementation process.
Integrate with traditional public transport
Bike sharing can readily be integrated into traditional public transport systems. Introducing a single ticket or smart card that works for both bike sharing and other public transport, for example, will make it easier for people to include cycling in their travels. Although an ambitious goal, the use of traditional public transport tickets for bike sharing appears to be realistic.
Integrate bike sharing into the public transport revenue-sharing agreement
Once bike sharing operates with existing public transport tickets it should be integrated into revenue-sharing agreements. In this way, as an established mode of public transport, it will receive a share from overall public transport revenues. This will provide an opportunity to establish a previously unused valid financing model that can solve the problem of long-term financing.
Identify milestones to reach if there are several implementation steps
Some cities have tested bike sharing with a pilot system. After the test phase, problems can surface if no criteria was defined as to whether and how to continue. Indicators are needed to guage acceptance, user behavior, performance, robustness, etc. Without these, the status and efficiency of the project might be in doubt and there is a threat of stagnation. Transparency is important.
Create links with other marketing campaigns
Since cities are in competition, it is essential to integrate services such as bike sharing into the marketing of the city as a destination. Cities should use their “customer contact” to promote it permanently. For example, cities can provide mobility packages that include other services. New citizens could receive a “welcome package” that includes a bike-sharing voucher.
{sidebar id=287 align=right} Planning
In the Spicycles project, activities were organized in such a way as to define the logical process of cycling planning in urban areas. Depending on the level of cycling development before the launch of the Spicycles, partner cities planned measures that both fit the project and built on existing local activities and infrastructure.
Different staring points for cities
The research indicates that the cities that lagged farthest behind in terms of urban cycling (Bucharest and Ploiesti) focused on transport surveys and studies in order to plan the introduction of bicycling among the means of transport already in use.
The mid-position cities, such as Barcelona and Rome, focused on the planning theme of the previous European Spicycles project. This was done through a logical framework of drawing up a cycling master plan, which outlines future activities.
The cities with the highest levels of urban cycling were able to focus on the integration and development of what they had already accomplished, thanks to bicycle-demand monitoring. Göteborg focused on bicycle stations and highways and Berlin concentrated on improving the diversification of bike sharing.
Effective planning
The typical transport-planning process has proved effective in the following:
• analysis of needs (potential demand);
• planning of single actions;
• planning of total strategy, rationalization of activities and drafting of a cycling master plan;
• infrastructure and services development;
• analysis of existing demand (monitoring and calculation); and
• integration and improvement of pre-existing services (infrastructure and bike sharing).
Communications and awareness
The six cities chose a variety of approaches to increasing bicycle use by means of communication and awareness-raising program. Different marketing approaches were employed depending on each city’s experience with cycling promotion.
{sidebar id=288 align=left} Clear communication begins with sound project planning
Planning procedures within city administrations tend to be lengthy. Since it is difficult to obtain the support of city officials, it is essential to compile a good project description at the outset, covering rationale, location, potential users, costs, expected benefits etc. Having a clear picture of the financial aspects of the project will facilitate the process: with political support and sound financial planning, the project can be implemented with a minimum of delay.
Identify target groups
Target groups should be well defined and the information aimed at them should be relevant to their needs and expectations. Speakers at public meetings must be well informed and well prepared. Follow-up is also essential once the project has been launched.
Communication with the public
Bike studies and other surveys containing data and statistics are of value to planners as well as to the public in providing a true picture of the existing status of cycling. Communicating proposals and plans to the public can also increase public support and understanding. Individual canvassing on the streets and local political support are of greater value than communication via large-scale events.
Local partnerships
The involvement of stakeholders has been instrumental in achieving almost all the specific measures of the project. Stakeholder participation also helped to establish plans and platforms so that work can continue beyond project period.
It is clear that no single action can achieve a significant increase in a city’s cycling modal share. Instead, the collective interests of the various stakeholders must be managed within a package of measures and integrated actions.
The Spicycles experience suggests that cities with an active stakeholder framework are able to achieve a more intensive implementation of actions. It is therefore recommended that partnership building form a key element of any city’s cycling action plan — whatever the city’s stage of development in terms of cycling promotion.
More results
More in depth results achieved by Spicycles can be accessed in the reports and newsletters on the website, which also features an innovative interactive map for cycling planning, a benchmarking tool, a pool of consultants and brochures like ‘Cycling in Eastern European Cities’, in Polish, Hungarian, Romanian and Czech.
Pascal van den Noort is dissemination partner in Spicycles for Velo Mondial and located in The Netherlands.
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