Weinreich Odense City Of Cyclists

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

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Weinreich Odense City Of Cyclists

  1. 1. Odense – City of cyclists! /Marianne Weinreich Head of Mobility, VEKSØVice Chairman Cycling Embassy of  Denmark
  2. 2. 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
  3. 3. Cycling in Denmark
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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!
  9. 9. 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
  10. 10. 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
  11. 11. Results
  12. 12. 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
  13. 13. 2003‐2007• BYPAD• TARGET• MoCuBa• MOBILIS• Different bicycle “stand alone” projects• Cycling dropped from 28 to 24%
  14. 14. 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
  15. 15. (24% share)
  16. 16. Focus areas• Bicycle parking• Children• Commuters• New danes• Elderly
  17. 17. Bicycle parking
  18. 18. Children• Educating Ride’n play  teachers for  kindergardens• Permanent Ride’n play  play ground• Summer cycle school  for 2. and 3. graders
  19. 19. Commuters
  20. 20. Integration• Team Integration – 40 people, 16  nationalities• Women on bikes – Bicycle school• Boys on bikes – Use bike to school/work
  21. 21. Elderly (AENEAS project)
  22. 22. How to create a cycle city?
  23. 23. What influences our choice of transportation? Objective reality Subjective reality Social norms Habits CYKEL!
  24. 24. How to create behaviour change Break the habit Change the  Change the  objective reality social norm Change the  subjective reality
  25. 25. Steps of behaviour change Affiliation • Facebook, ambassadors Activation • Campaigns Awareness • Web, outdoor, lifestyle
  26. 26. Cycle City Aarhus, DK
  27. 27. The brand! 8000 GOOD REASONS TO CYCLE
  28. 28. Branding campain
  29. 29. Kindergardens
  30. 30. Schools
  31. 31. Adults!
  32. 32. Mobil dialog
  33. 33. More info Marianne Weinreich, VEKSØ maw@vekso.com +45 2126 9086Elsebeth Gedde, Odense, City of Cyclists hege@odense.dk +45 5116 5982

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