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Portland Bike Share Sponsorship Opportunities2013-2019
Feb. 20, 2013
Dear Friends:
The innovative Bike Share program is coming to Portland. This is great news for a city noted for its bicycle-friendly culture. Currently, more than 300 cities worldwide enjoy the benefits of bike-share systems.
Why bike share? The 750 bicycles in the system will:
• Provide a low cost trip option within the Central City.
• Reduce financial barriers to transportation and complement transit service for underserved populations.
The program also strengthens the economy by:
• Creating jobs for low-income Portlanders and traditionally underserved communities.
• Building the economic strength of Portland’s athletic and outdoor-industry businesses.
• Increase Portlanders’ disposable income by reducing transportation costs.
• Increase the capacity of transit by encouraging alternative transportation options.
• Increase participation of the private sector in promoting bicycling and active transportation.
• Increase the visibility of bicycling and strengthen Portlanders’ perception of bicycling as a form of transportation.
• Reduce single-occupancy trips to reduce congestion, improve air quality and achieve the carbon-reduction goals in The Portland Plan.
• Improve the health of Portlanders by increasing access to active transportation.
I invite you to be a title, presenting, supporting, or station sponsor: show your support for this program to Portlanders and visitors alike.
Sincerely,
Mayor Charlie Hales
Executive SummaryThe numbers:• 750 bicycles• 75 stations• 8,000 annual members projected within five years• 64,000 casual members each year projected within five years• 3.8 million daily impressions plus 8,500 daily social media impressions• $2.9 million in annual media value available to sponsors• Launching in spring of 2014
The value:Sponsors who invest in bike share will not only benefit from the massive visibility of the system, as 750 bikes zip around the city every day, they will also associate their brand and their message with 72,000 professionals, students, and visitors each year who engage over and over again with the system, the website, and conversations on social media. Before, during, and after the 2014 launch, the bike share system and its sponsors will earn media on all platforms, as it has in every other city.
The investment:Portlanders are projected to take 700,000 bike share trips in the system’s 5th year. The cost of building the system and operating it for five years is just $15 million. Of that cost, $2 million will be covered with federal funds. The balance will come from user revenues, private investment, and partnerships.
A comprehensive media analysis showed “$2.9 million in value over the course of one year. Brand domination, intangibles and increased promotional/PR efforts will further extend awareness and value to a corporate sponsor.” – Peterson Media, LLC
Revenue and Sponsorship
$2.9m$4.7m
Total Cost: Equipmentand Launch, Operations
Launch Year 1 Year 2 Year 3 Year 4 Year 5
Launch Year 1 Year 2 Year 3 Year 4 Year 5
$1.8mFEDERAL
FUNDSVIA
CITY$985kREVENUE
$960k
$1.3mREVENUE
$740k
$1.6mREVENUE
$550k$1.8mREVENUE
$435k
$1.8mREVENUE
$495k$1.9m $2.0m$2.1m $2.2m $2.3m
$1.1mREVENUE
$378k$1.5m
$1.1mREVENUE
$337k$1.4m
$935kREVENUE
$403k$1.3m
$774kREVENUE
$513k$1.3m
$592kREVENUE
$646k$1.2m
$1.8mFEDERAL
FUNDSVIA
CITY
$1.5m$3.3m
Funding Needs75
0 BI
KES
500
BIKE
S
Sponsorship $$ Needed$ Federal Funds and
Projected User Revenue$ $XXm
$2.9m$4.7m
Total Cost: Equipmentand Launch, Operations
Launch Year 1 Year 2 Year 3 Year 4 Year 5
Launch Year 1 Year 2 Year 3 Year 4 Year 5
$1.8mFEDERAL
FUNDSVIA
CITY$985kREVENUE
$960k
$1.3mREVENUE
$740k
$1.6mREVENUE
$550k$1.8mREVENUE
$435k
$1.8mREVENUE
$495k$1.9m $2.0m$2.1m $2.2m $2.3m
$1.1mREVENUE
$378k$1.5m
$1.1mREVENUE
$337k$1.4m
$935kREVENUE
$403k$1.3m
$774kREVENUE
$513k$1.3m
$592kREVENUE
$646k$1.2m
$1.8mFEDERAL
FUNDSVIA
CITY
$1.5m$3.3m
Funding Needs
750
BIKE
S50
0 BI
KES
Sponsorship $$ Needed$ Federal Funds and
Projected User Revenue$ $XXm
Key Factoids• More than 400 cities worldwide have modern bike share systems.
• Portland bike share system is projected to save about 8,550,000 miles of car travel in its first five years of operation.
• That’s equivalent to 6,955,000 lbs of CO2 emissions kept out of the atmosphere. And another 277,000 lbs of other harmful emissions we all won’t have to breathe.
• Bike share will save Portlanders $30,000 a year in fuel, and $125,000 a year in total car operating costs. That’s money that can be spent on more local products, instead of on oil and car manufacturing.
• Portland’s trail network is estimated to save the city’s residents about $115 million a year in health care. What could bike share do?
• The health savings we earn in the first five years of bike share will be huge – over $2 million in avoided health care expenses. Plus the unmeasureable benefits of healthier families and employees.
• Bicycling is the second most popular outdoor activity in the U.S. (The only thing Americans do more often is run and jog!)
• There is safety in numbers: the more people ride bicycles in a community, the safer it becomes.
• Portland’s Bike Share system is projected to help people make 700,000 trips in its 5th year – twice as many made on WES commuter rail last year.
Bike share systems are booming in other U.S. cities like Washington, DC, Boston, and Minneapolis.
Sponsorship WorksSupport Portland Bike SharePortland’s bike share system will become instantly iconic and integral to the way the city looks, works and grows. We encourage you to make an investment in the city and in the visibility and strength of your brand.
Be part of this breakthrough developmentA bike share system will add to the vibrancy and attractiveness of Portland.
• Bike share users are professionals, students and visitors. They are healthy and active. They are great representatives for the system and its sponsors.
• Today’s bike share systems are high-tech, handsome, and well-maintained. Bikes and stations are cared for every day, all year.
Earn the spotlight and the recognition• Earned media and social media covering bike share’s launch and ongoing success will be huge.
Newspapers, TV, radio and blogs love to cover bicycling in Portland, and bike share – and its sponsors – will enjoy that spotlight.
• Portland Bike Share offers numerous opportunities for sponsor recognition – with five spots on the bikes themselves, the bike stations, the website, membership materials, photos, social media, and even the keychain fob issued to all members.
• Bike share staff will support you throughout the sponsorship term, seeking creative ways to increase visibility for your brand.
• By 2018, 64,000 people will engage with the system at least once during the year, and 8,000 members will be actively engaging over and over again with the system, the website, conversations on social media, and the sponsor’s brand. They won’t be passively seeing some ads; they’ll make the system part of their daily lives.
The Washington, DC, downtown business association honored Capital Bikeshare for
its positive impact.
Capital Bikeshare Bike share programs generate hundreds of positive earned media stories, especially in the early years.
Sponsorship LevelsTitle Sponsor:
As in cities like London and New York, we have an exclusive opportunity for one Title Sponsor to “own” the system brand, look, and presence. This sponsor will benefit from 750 branded moving billboards, 75 stations, additional collateral (t-shirts, vans, printed material), full integration into our website and media campaign, millions of impressions, media attention, social media buzz, and community adoration, for a full estimated value of $2.9 million annually. The Title Sponsor has the rights to select color and brand the bicycles and stations with their logo (within certain parameters), as well as communicate products and services via our website and member outreach. In addition, the Title Sponsor will be a full partner in the lead-up to the launch, estimated at $90,000 in value. Examples are CitiBike (NYC) and Barclays Cycle Hire (London).
Presenting Sponsor:
If no Title Sponsor is secured, we are seeking up to three Presenting Sponsors, who will also enjoy many of the benefits of a Title Sponsor, including the presence of 750 branded moving billboards and full integration into our website and media campaign, millions of impressions, media attention, social media buzz, and community adoration, for a full estimated value of $750,000 annually. The Presenting Sponsors will each be able to place their logo on the bicycles in one of three spots – each side of the fender and front rack. We will integrate our Presenting Sponsors into the media campaigns and website and work with sponsors on outreach to members. Presenting Sponsor examples are BlueCross BlueShield of Minnesota in Minneapolis and New Balance in Boston.
Station Sponsor:
Each of the 75 stations can be sponsored by an individual company or organization in two ways: a logo on the kiosk and on the poster frame. This enables visibility by pedestrians, bike share users, and drivers. Any nearby business would benefit from this level of visibility. We will honor our station sponsors in many ways on our website, in our press materials, and on an on-going basis through member communications. This is an excellent and affordable way to associate your brand with bike share. Examples include numerous stations sponsored by hospitals, MIT, and Harvard in Boston; Regence Blue Cross/Blue Shield on behalf of the Tennessee Aquarium in Chattanooga; and numerous stations in Denver and Minneapolis. Bulk rates and discounts for up-front payments will be available, with an estimated value of $75,000 over five years per station.
Supporting Sponsor:
We are open to ideas from other potential partners, sponsors, and friends. Let your creative juices flow and tell us how you can become a supporting sponsor. In Boston, Bern (the helmet company) sponsored a video. Perhaps you can offer warehouse space, access to a crane truck (for moving the stations), or another form of in-kind contribution? Supporting sponsors will become part of Portland Bike Share through our website and member care materials. As this is a new program, we are open to YOUR ideas.
Sponsorship DetailsLevel: Title Presenting** Station SupporterTerm: 5 years 5 years 3 years 3 yearCost: $1.25m/year* $500k/year* $12k/year*** NegotiableValue: $2.9m $750k $15k n/aBenefits Exclusive rights to
brand system with custom color and design on bikes (frame, fenders, and basket†) and stations
Up to three sponsorships available (sponsor brands must complement each other)
Station poster size area of 1440 square inches for branded material, plus logo on kiosk
Ideas include:• Phone/internet
service• Key fob• Banking partner• Crane truck rental• Warehouse space• Media presence
Field exposure
Logo on bikes, stations, printed materials, key fob, vans, etc.
Logo on bike fender or front basket
Branding of stations Recognition in field materials
Web exposure
Integration of sponsor’s brand into entire public and member website, Facebook, and media campaign.
Integration of sponsor’s brand into entire public and member website, Facebook, and media campaign.
Recognition on Partners page on pdxbikeshare.com, collateral materials
Recognition on Partners page on pdxbikeshare.com, collateral materials
*With a minimum three-year commitment ***With a minimum three-year commitment
†Subject to contractual obligations
**Assuming no title sponsor
All prices subject to negotiation
Group Discounted Membership PackagesFor workplaces that want to provide their employees with a fast, healthy way to get around the city, Portland Bike Share will offer group membership packages. Contact us for more information.
Values estimated by Peterson Media, LLC., February 2013. For copy of full report, contact [email protected]
Join [email protected] | www.pdxbikeshare.org
