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Weinreich Odense City Of Cyclists
 

Weinreich Odense City Of Cyclists

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Presentation of Odense - City of cyclists May 2011, Riccioni, Italy

Presentation of Odense - City of cyclists May 2011, Riccioni, Italy

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    Weinreich Odense City Of Cyclists Weinreich Odense City Of Cyclists Presentation Transcript

    • Odense – City of cyclists! /Marianne Weinreich Head of Mobility, VEKSØVice Chairman Cycling Embassy of  Denmark
    • Who’s talking!• Head of the mobility department at VEKSØ,  DK• Worked with mobility management and  promoting cycling for the last 11 years in DK  and EU‐projects as a consultant• BYPAD auditor• Vice chairman of Cycling Embassy of Denmark
    • Cycling in Denmark
    • The City of Odense• 3rd largest city in Denmark• 187.000 inhabitants• 304,34 km²• 540 km cycle path – First cycle path in 1895 – Masterplan in 1976 – Safe routes to school in 1979• 82% of the school children walks/cycles to  school
    • Odense Cycle City 1999‐2002• Budget: 2,5 million € – The City of Odense 1,25 mil € – The Danish government 1,25 mil €• Goals – To increase bicycle traffic by 20% – To reduce the number of accidents by 20%• Strategy – To provide a safe and bicycle friendly urban space and  promote and market cycling as a means of  transportation
    • Flow and safety• Green waves• Cycling both ways in one way streets• Cycling in pedestrian areas• Shortcuts in signed crossings• Blue “cyclist pockets”• Maintenance of cycle paths and lanes • Hole patrol• Safety study
    • A bicycle friendly urban space • New and improved bicycle parking facilities• New and innovative cyclist service facilities  – Cyclist counters – Air pumps – Locking devices – Water posts – Information and route signs
    • Marketing & campaigns• Communication strategy – Mass media ‐ Focus on positive messages, image and lifestyle  ‐ Keywords = Freedom, mobility & modern lifestyle – Local targeted campaigns ‐ Focus on positive experiences with cycling and role models ‐ Key words = Health, environment, freedom, mobility – Cross pressure!
    • Marketing & campaigns• Mass Media – Web site – Out door posters, ads in busses and post cards  every spring and fall – Household distributed cycle magazines – Ads in the movie theatre – Local press
    • Marketing & campaigns• Target groups local campaigns – Kindergardens – Schools – Workplaces• Strategy – Every campaign was targeted to the  specific target group – Key – to participate you had to ride a bike! – It was attractive to join the campaign  competition, prizes, joint experiences
    • Results
    • Results• 20% raise in cycle traffic to modal split 28%• 20% decrease in accidents with cyclists• 35 mill new bicycle journeys made during the project  = 25.000 new journeys every day• 50% of the new journeys were made by car drivers• The City of Odense saved 4,5 mill € on health  expenses
    • 2003‐2007• BYPAD• TARGET• MoCuBa• MOBILIS• Different bicycle “stand alone” projects• Cycling dropped from 28 to 24%
    • Odense Cycle City 2008‐11 • Odense Cycle City version 2.0 = Odense, City of Cyclists• New strategy, new goals• New action plan, new measures• Strong citizen and stakeholder involvement in the process – SWOT analysis – Vision seminar – Survey
    • (24% share)
    • Focus areas• Bicycle parking• Children• Commuters• New danes• Elderly
    • Bicycle parking
    • Children• Educating Ride’n play  teachers for  kindergardens• Permanent Ride’n play  play ground• Summer cycle school  for 2. and 3. graders
    • Commuters
    • Integration• Team Integration – 40 people, 16  nationalities• Women on bikes – Bicycle school• Boys on bikes – Use bike to school/work
    • Elderly (AENEAS project)
    • How to create a cycle city?
    • What influences our choice of transportation? Objective reality Subjective reality Social norms Habits CYKEL!
    • How to create behaviour change Break the habit Change the  Change the  objective reality social norm Change the  subjective reality
    • Steps of behaviour change Affiliation • Facebook, ambassadors Activation • Campaigns Awareness • Web, outdoor, lifestyle
    • Cycle City Aarhus, DK
    • The brand! 8000 GOOD REASONS TO CYCLE
    • Branding campain
    • Kindergardens
    • Schools
    • Adults!
    • Mobil dialog
    • More info Marianne Weinreich, VEKSØ maw@vekso.com +45 2126 9086Elsebeth Gedde, Odense, City of Cyclists hege@odense.dk +45 5116 5982