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Nicole Freedman
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Nicole Freedman. Director,Boston Bikes
•O V E RV I E W
•W H Y E Q U I T Y
•P R O G R A M D E S I G N
•R E S U LT S
Nicole Freedman Director, Boston Bikes
5 E’s
Engineer Encourage Educate Evaluate Enforce
Boston
Bikes
Goals
Equity
Nicole Freedman Director, Boston Bikes
Community Bike Programs
Nicole Freedman. Director, Boston Bikes
New Balance Hubway
• 4 Municipalities
• 2.3 M trips
• 13,000 members
• 140 stations/1300 bikes
Nicole Freedman. Director,Boston Bikes
Nicole Freedman. Director, Boston Bikes
Nicole Freedman. Director, Boston Bikes
• Boston’s Median income is $49,081
But…
• 73% of Boston cyclists earn >$50,000
• 80% of Hubway members earn >$50,000
Income
Nicole Freedman. Director, Boston Bikes
• Boston is a majority minority city.
But…
• 85.7% of Boston cyclists are caucasian
• 87% of Hubway members are caucasian
Ethnicity
Nicole Freedman. Director, Boston Bikes
31%
69%
Boston Cyclists
Gender
Nicole Freedman. Director,Boston Bikes
Nicole Freedman. Director, Boston Bikes
You need to do something about equity…
But you are going to FAIL!
Nicole Freedman. Director, Boston Bikes
All the reasons you will FAIL
Low Income People Don’t have Credit
Cards
Low Income residents don’t have
internet access
There are no stations nearby
It’s too dangerous to ride in low income
neighborhoods
Cycling is not part of the culture
How will it
be funded?
Nicole Freedman. Director, Boston Bikes
Just Start Already!
1. Majority of low-income residents DO have
credit/debit cards.
2. Majority DO have access/familiarity with internet.
3. People everywhere are interested in cycling.
Guiding Principle
Nicole Freedman. Director, Boston Bikes
Decision Points
Fee
$5 /yr with 1 hr free
Buy-in ensures value
1 hour limit reduces overage risk
Payment
Credit/Debit Required
Unadvertised cash option
Helmets
Free helmets provided
$9.99 from Bell
Sales to full-pay member covers cost of free helmets
Eligibility
400% Poverty line or Public Assistance
Honor system
No FT students
Registration
Use online corporate portal
2 walk-in offices
Nicole Freedman. Director, Boston Bikes
Streamlined Process
Member – 10 minutes
1. Call Boston Bikes office
2. Register online with code
3. Receive key in mail and activate
online
Staff – 5 minutes
1. Field call
2. Email code
3. Ship helmet
Nicole Freedman. Director, Boston Bikes
Outreach – Quantity vs Quality
Nicole Freedman. Director, Boston Bikes
Outreach
32
51
56
103
119
128
140
0 20 40 60 80 100 120 140 160
Prescribe-A-Bike
Flier
Misc (Media, Event, EM...)
Renewal
Online
WOM
Parnter Org (39 total orgs)
How Subsidized Members Hear About Discount (n=592)
Nicole Freedman. Director, Boston Bikes
Bike Network Plan
Nicole Freedman. Director,Boston Bikes
Nicole Freedman. Director, Boston Bikes
Success is Possible
Memberships Sold 1481 Total sold to date
778 Total sold 2014
31 Prescribe-a-bike
18% % Boston members that are
subsidized
Pessimists, You Lose! 92% Paid with personal cc
80% Activated memberships
49% Renewal Rate (vs 57% full pay)
0 Significant difference trips by
subsidized vs full pay
Nicole Freedman. Director, Boston Bikes
64% are on
Public
Assistance
83%
14% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
HH Income Subsidized Members
Income
Nicole Freedman. Director, Boston Bikes
47%
83%
53%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Subsidized Hubway All Hubway
Hubway Members by Ethnicity
Non-White
White
Ethnicity
Nicole Freedman. Director, Boston Bikes
Gender
Gender, 0
Women, 52%
Men, 48%
Subsidized Members by Gender
Women
Outnumber
Men
Nicole Freedman. Director, Boston Bikes
-80
-60
-40
-20
0
20
40
60
80
100 W
ash/ Lenox
South
Bay P
laza
Dudle
y S
quare
Boyls
ton /W
ash
Allsto
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reen
Egle
sto
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om
mon
Packard
's C
orn
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ssin
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. C
entr
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Andre
w S
tation
Charl
esto
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C
Ruggle
s
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mont/
Berk
ele
y
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ton / M
ass A
ve
Gov C
tr
Washin
gto
n/W
altham
Chri
stian S
cie
nce P
laza
Chin
ato
wn
Unio
n S
quare
Gre
en S
t T
Agganis
Are
na
Tre
mont S
t / W
est S
t
Colu
mbu/M
ass
New
Bala
nce
JP
Monum
ent
Charl
esto
wn
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's C
orn
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all
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K / U
MA
SS
Hayes S
q
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e
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gham
Cir
Kenm
ore
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ass
E. C
ott
ag
Spauld
ing
Back B
ay S
tation
Jackson S
quare
T
BID
MC
Yaw
key W
ay
BP
L
Innovation L
ab
Bri
ghto
n M
ill
Boyls
ton/F
air
field
Busw
ell P
ark
NE
U
Hyde S
quare
Pru
dential C
ente
r
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gto
n/ R
utland
111 W
este
rn A
ve.
Charl
es/B
eacon
South
Sta
tion
West B
roadw
ay
Beacon S
t / M
ass A
ve
Fan P
ier
Longw
ood A
ve
South
Bosto
n L
ibra
ry
BC
EC
Longw
ood
/ B
inney
New
bury
/Here
ford
Tre
mont/
W N
ew
ton
Bro
adw
ay T
219 W
este
rn
Lew
is W
harf
Espla
nade
Milk/I
ndia
Aquari
um
Landm
ark
Centr
e
Overl
and/B
rooklin
e
Seaport
Square
Boyls
ton/B
erk
ele
y
HM
S
Charl
es C
ircle
Cro
ss /
Hanover
Seaport
Hote
l
Boyls
ton/ A
rlin
gto
n
TD
Gard
en
Congre
ss /
Sle
eper
Post O
ffic
e S
quare
Sq
Row
es W
harf
Fra
nklin / A
rch
Station Rank: Subsidized vs Non Subsidized
Nicole Freedman. Director, Boston Bikes
Before After
28%
Had access to a working bike (vs 59% of full pay members)
25%
Reported exercising < 1x/wk
100%
Had access to a working bike (vs 59% of full pay members)
14%
Reported exercising < 1x/wk
Nicole Freedman. Director, Boston Bikes
For the first time in 4 years, I was able to get downtown again.
was able to experience downtown again. It’s helped with my
depression and anxiety. It’s been a lifesaver, a dream.
Subsidized Membership
Nicole Freedman. Director, Boston Bikes
• Just Start!! Don’t let the perfect be the enemy of the good.
• Keep it Simple Honor system. Online registration.
• “Scrappy” marketing
• $5 fee
Success Factors
Nicole Freedman. Director,Boston Bikes
N I C O L E F R E E D M A N
D I R E C T O R , B O S T O N B I K E S
C I T Y O F B O S T O N
( 6 1 7 ) 9 1 8 - 4 4 5 6
N I C O L E . F R E E D M A N @ B O S T O N . G O V
W W W . C I T Y O F B O S T O N . G O V / B I K E S