Equity in Bike Share: Practical Methods for Addressing Equity and Measuring Outcomes Abstract: Bike share systems across the country have experienced enormous success in ridership and popularity, but riders are not always representative of the local population. This panel focuses on how to design, administer, communicate about, and evaluate programs to reach people most in need of this healthy, affordable travel option. Presenters: Presenter: Morgan Whitcomb Sam Schwartz Engineering Co-Presenter: Melissa Ballate Blue Daring Co-Presenter: Andrew Duvall University of Colorado Denver Co-Presenter: Nicole Freedman City of Boston

1. APPROACHING
EQUITY OUTREACH
A Chicago Case Study

2. RESEARCH
We needed
to find out ...

3. WHY
are certain segments
of the population less
likely to use Divvy?

4. HOW
do we cultivate
equitable adoption of
biking and Divvy?

5. OUR
APPROACH

7. INDIVIDUALS 171

8. INDIVIDUALS
PROFESSIONALS
171
110

9. 171
INDIVIDUALS
INFLUENCERS 110
PROFESSIONALS
9

10. OUR
RESULTS

11. Of the 91% of African
Americans that had
not ridden Divvy...

12. 40 No reason %

13. 40 No reason %
10% Don’t like/know how to bike

14. 40 No reason %
10% Don’t like/know how to bike
8% Fine with public transit/car

15. 40 No reason %
10%
8%
7% No time to try
Don’t like/know how to bike
Fine with public transit/car

16. 40 No reason %
10%
8%
7%
6% Too expensive
Don’t like/know how to bike
Fine with public transit/car
No time to try

17. The following were
impediments in the
Black community...

18. Safety concerns are paramount

19. Safety concerns are paramount
Lack of cargo room

20. Safety concerns are paramount
Lack of cargo room
Commuting not realistic

21. Safety concerns are paramount
Lack of cargo room
Commuting not realistic
Connectivity issues

22. Safety concerns are paramount
Lack of cargo room
Commuting not realistic
Connectivity issues
Lack of understanding/information

23. Of the 92%
of Latinos that had
not ridden Divvy...

24. 30% No reason

25. 30% No reason
12% I have a bike

26. 30% No reason
12%
I have a bike
10% Lack of proximity to station

27. 30% No reason
12%
I have a bike
10%
Lack of proximity to station
8% Don’t like/know how to bike

28. 30% No reason
12%
I have a bike
10%
Lack of proximity to station
8% Don’t like/know how to bike
8% Fine with public transit/car

29. 30% No reason
12%
I have a bike
10%
Lack of proximity to station
8% Don’t like/know how to bike
8%
Fine with public transit/car
8% Too expensive

30. The following were
impediments in the
Latino community...

31. Bikes perceived as recreation

32. Bikes perceived as recreation
Safety is a concern

33. Bikes perceived as recreation
Safety is a concern
Lack of education/understanding

34. Bikes perceived as recreation
Safety is a concern
Lack of education/understanding
$1,200 credit limit restricts Latinos

35. Bikes perceived as recreation
Safety is a concern
Lack of education/understanding
$1,200 credit limit restricts Latinos
No launch in the community

36. CTA vs Divvy

37. VS

38. VS
Cheaper Expensive

39. VS
Cheaper Expensive
Practical Impractical

40. VS
Cheaper Expensive
Practical Impractical
Route Clear Route Unclear

41. VS
Cheaper Expensive
Practical Impractical
Route Clear Route Unclear
Safer Less Safe

42. Feelings around
Bike Sharing/Biking

43. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

44. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

45. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

46. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

47. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

48. Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1
2
3
4
5
6

49. MARKETING
VS
ENGAGEMENT

50. We must identify the...

51. We must identify the...
Best CHANNELS
for Communication

52. We must identify the...
Best CHANNELS
for Communication
Best TRIGGERS
for Engagement

53. Best CHANNELS
for Communication

54. Best CHANNELS
for Communication
• Engagement of community groups/leaders

55. Best CHANNELS
for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging

56. Best CHANNELS
for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers

57. Best CHANNELS
for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives

58. Best CHANNELS
for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives
• Long-term approach to building engagement

59. Best CHANNELS
for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives
• Long-term approach to building engagement
• Benefits-based messaging and promotions

60. Best TRIGGERS
for Engagement

61. Best TRIGGERS
for Engagement
• Long-term educational programming is necessary

62. Best TRIGGERS
for Engagement
• Long-term educational programming is necessary
• Cost, convenience and connectivity

63. Best TRIGGERS
for Engagement
• Long-term educational programming is necessary
• Cost, convenience and connectivity
• Planting the seed...

64. EQUITY
IN ACTION

65. 1
Put Biking + Divvy
into Context

69. 2
Establish
Informal Channels

72. 3
Align Efforts
with Expansion

73. GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH

74. GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH

75. GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH

76. GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH

77. 4
Educate communities
on the benefits of active
transit [and biking]

78. KEY
TAKEAWAYS

79. Recognize unique audiences
within target communities

80. Recognize unique audiences
within target communities
Community partnerships
are essential

81. Recognize unique audiences
within target communities
Community partnerships
are essential
Engagement and (early)
education is necessary

82. Recognize unique audiences
within target communities
Community partnerships
are essential
Engagement and (early)
education is necessary
Create positive
brand experiences

83. APPROACHING
EQUITY OUTREACH
A Chicago Case Study