What is the Barclays Cycle Hire scheme?

Barclays Cycle Hire

Rob Sadler

Daniel Knight

December 2012

1

Background and Vision of scheme

Design

Sponsorship

Operations

Phases 1 & 2

Looking to the future

2

Contents

The cycling revolution

2x Cycling has almost doubled in the

last decade

Half a million

Cycling trips a day in London

2%

Current cycling mode share

5%

The target mode share for cycling in

London by 2026 in the Mayor’s

Transport Strategy

2010

The Year of Cycling - Launch of

three major programmes including

Barclays Cycle Hire

3

Cycle Hire Schemes – Around the world

Paris Vélib’

• Launched July 2007

• 10,000 bikes initially, now 20,000

• 26 million rentals in the first year

Call a Bike, Berlin

• Launched July 2002

• 2,000 bikes, 40,000 customers

Bicing, Barcelona

• Launched May 2007

• 1,500 bikes initially, now 6,000

• 22,000 trips per day

Paris

Stockholm

Washington DC

4

Cycle Hire Vision – a new mode of transport

5

To expand the opportunities for short cycling trips

in London with a cycle hire network that reaches more people, contributing to the creation of a

cyclised city

Access to a bicycle

Storage space

Theft

Maintenance

Cycling ‘image’

Commitment

Addressing barriers to cycling:

Key principles

• Ratio – more docking points than bicycles to maximise chance of finding space to dock

• Density – frequent docking stations for convenience

• Fixed docking stations – to ensure predictable locations

• Fare Zone 1 – big enough for the scheme to function but small enough to deliver on time

• After-rail market not to be specifically catered for

• Redistribution – limited vehicular support to maintain cycle availability

• Sponsorship to supplement funding

6

Early 2008

June 2008

Summer 2008

November 2008

Spring 2009

August 2009

Spring 2010

May 2010

July 2010

December 2010

Timeline

Feasibility study commissioned

Go Live - Members

Instruction to continue from new Mayor

Site identification begins

Contract signed with Serco

Construction and installation begin

Barclays deal announced

Go Live – Casual users

7

Feasibility study final report

First planning applications submitted

Cycle Hire key challenges and constraints

8

• Introducing the unknown

• Uniform scheme across nine local

authorities + the Royal Parks

• Dense streetscape

• Planning permission

• Cynical media attitude

• IT system

• Operational assumptions / modelling

Design

9

a

On Street Equipment

10

Bicycle

– Reliable, built to last and for heavy use

– Aluminium frame – light, strong,

recyclable

– Easy to dock and undock (no lifting)

– Robust for the rider, operator and

maintainer

– Widely accessible - adjustable seats,

step through

Modifications for London:

– Brakes swapped

– Covers for exposed cables and mechanisms

– Lights modified to stay on for a minimum of

two minutes

– Additional rear reflector added

– Livery consistent with other Cycle Hire

furniture

BIXI design key principles:

11

Designed for London...

• Terminal Design

– Sounds

– Advertising

– Power

– Mapping

• Operational

– Year round

– Narrow Streets

– Electric vehicles

12

Designed for London

13

a

Designed for London

14

15

• Bicycle modifications

• Policy on helmets

• Code of conduct

• Collisions

• Cycle training

• Safety audits

Safety

Site Identification – the perfect site

Site

Identification

Vehicle/

pedestrian

paths

Maximum

docking

points

Accessible

locations

Maintain

green

space

Safety

and

security Scheme

Coverage

Buildable Road

safety

Be prepared to

compromise!

16

Construction challenges

Despite planning

consent...when our

contractors arrived on site

they often found

unexpected problems

17

Road Markings

Streetworks

contractors put

in new road

markings

They only had

three words to

spell correctly!

...One was

“Hire”!

18

Road Markings

...One was

“Only”!

19

Road Markings

...One was

“Cycle”!

20

Sponsorship

21

22

Sponsorship and Costs

• £25m 5-year sponsorship deal with Barclays Bank plc for

naming rights and branding

• Negotiations to extend sponsorship deal by 3 years for an

additional £25m

• £80m implementation includes:

• Feasibility, research and modelling

• Site identification, planning applications and legal

consents

• Site construction, electricity supply works,

complementary measures

• Bicycles and street furniture

• Marketing and communications

Pricing

23

Membership v. Casual use

Makes hiring easier Just walk up and use

24hr, weekly & annual access

Insert key and go

Auto-renew option

Up to 3 additional users

24hr & weekly access

Pay at terminal

Open to non-UK residents

Up to 3 additional users

24

Tariff structure

25

Access Fees

Daily £1 (£2)

Weekly £5 (£10)

Annual £45 (£90)

Usage Charges

Up to 30 minutes Free

Up to 60 minutes £1

Up to 90 minutes £4

Up to 120 minutes £6

Up to 150 minutes £10

Up to 180 minutes £15

Up to 6 hours £35

Up to 24 hours (maximum hire charge) £50

User Key

Key Issue Fee £3

From 2 January 2013 the

prices will be as shown in

red.

Operation

26

27

Operation - Serco

• Serco responsible for on-street operations,

infrastructure maintenance and Contact Centre

• Contract managed by TfL

• Redistribution using vans and PDA devices

• Routine maintenance by mechanics in depot & on

street

• Reactive maintenance tech team when fault button is

pressed

• Anti-skimming technology and card payment security

• In-depth report analysis

28

Operational Challenges

• Redistribution

• Crime & antisocial

behaviour

• Missing / abandoned

bikes

• Tariff structure

• Expansion

Operational Challenges

29

Scheme use

30

Cycle Hire in context

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

450.000

500.000

47.102 35.000

70.000

100.000

200.000 200.000

4m 6m

Journeys per day

31

Overview of usage

32

Registered members 170,000 (scheme to date) Split between annual and

daily

Total Hires 17,800,000 5,300,000 casual

Hires per day (August 2012) 30,500 (overall daily

average)

35% casual use on

weekdays, rising to 60% on

weekends & bank holidays

Average journey time 13 minutes (members) 32 minutes (casual users)

Repairs Most fault reports cleared or repaired on street; around 1/3

taken to workshop for repair

Usage patterns – time of day

Bicycle Hires by Time of Day

Weekday Avg Hires By Hour Weekend Avg Hires By Hour

33

Usage patterns – spatial distribution

34

Usage patterns - tidal flow

35 35

Morning Interventions

36

Customer research

• 67% of members had used cycle hire to

commute

• Biggest complaint is lack of docking

spaces and/or bicycles

• 95% agree that BCH makes a positive

contribution to London

• “Fast, easy and fun”

• 82% agree that BCH will encourage them

to cycle more in the future

• 2/3 started cycling in London after July

2010, when the scheme launched

35%

29%

23%

13%

Mode shift

Tube

Walk

Bus

Other

37

Phase 1

38

Key principles of Phase 1

39

Launched 30 July 2010

24 hour availability

6,000 cycles, 400 stations, 10,200 docking points 40

Phase 2 Eastern Expansion

41

42

Supporting the 2012 Games and legacy

Phase 2 launched on

8 March 2012

• 45km2 area 65km

2

• 6000 bikes 8300

• Now 561 stations with

over 14,000 docking points

• Average 30,000 hires per

day since expansion

Looking to the Future

Cycle Hire Expansion and

Intensification (CHEI)

43

• Planned launch in Spring 2014

• 2,400 additional bikes c. 10,700 bikes

• 170-190 new docking stations c. 740 docking stations 44

Comments from customers

“I like the efficiency and

reliability of getting somewhere

on time! Much more reliable

than the tube, and less stuffy

and cramped.”

“I love being able to leave

the bike and simply walk

away without a second

thought.”

“It was nice to be on the open road and I felt better for it, both environmentally and

my well being.”

“People asking me about it

in the street, and being

able to genuinely say that I

love it.”

45

Future challenges

46

• Customer improvements – discounts, automation, smartphone apps

• Redistribution – peak hours and after rail market

• Funding for further expansion

• More diverse user demographic

• Integration with future ticketing

• Long term financial viability

• Political environment

• Positive media

Questions

RobertSadler@tfl.gov.uk

DanielKnight@tfl.gov.uk

47