7. 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
8. 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
11. Nicole Freedman. Director, Boston Bikes
You need to do something about equity…
But you are going to FAIL!
12. 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?
13. 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
14. 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
15. 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
20. 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
21. 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
22. 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
23. Nicole Freedman. Director, Boston Bikes
Gender
Gender, 0
Women, 52%
Men,
48%
Subsidized Members by Gender
Women Outnumber
Men
24. Nicole Freedman. Director, Boston Bikes
-80
-60
-40
-20
0
20
40
60
80
100
Wash/ Lenox
South Bay Plaza
Dudley Square
Boylston /Wash
Allston Green
Egleston
Dudley Common
Packard's Corner
Roxbury Crossing
B.U. Central -
Andrew Station
Charlestown
BMC
Ruggles
Tremont/Berkeley
Boylston / Mass Ave
Gov Ctr
Washington/Waltham
Christian Science Plaza
Chinatown
Union Square
Green St T
Agganis Arena
Tremont St / West St
Columbu/Mass
New Balance
JP Monument
Charlestown
Upham's Corner
COF
Faneuil Hall
JFK / UMASS
Hayes Sq
JP Centre
Brigham Cir
Kenmore Sq
Umass
E. Cottag
Spaulding
Back Bay Station
Jackson Square T
BIDMC
Yawkey Way
BPL
Innovation Lab
Brighton Mill
Boylston/Fairfield
Buswell Park
NEU
Hyde Square
Prudential Center
Washington/ Rutland
111 Western Ave.
Charles/Beacon
South Station
West Broadway
Beacon St / Mass Ave
Fan Pier
Longwood Ave
South Boston Library
BCEC
Longwood / Binney
Newbury/Hereford
Tremont/ W Newton
Broadway T
219 Western
Lewis Wharf
Esplanade
Milk/India
Aquarium
Landmark Centre
Overland/Brookline
Seaport Square
Boylston/Berkeley
HMS
Charles Circle
Cross /Hanover
Seaport Hotel
Boylston/ Arlington
TD Garden
Congress / Sleeper
Post Office SquareSq
Rowes Wharf
Franklin / Arch
Station Rank: Subsidized vs Non Subsidized
25. 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
26. 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
27. 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
28. Nicole Freedman. Director,Boston Bikes
NICOLE FREEDMAN
DIRECTOR, BOSTON BIKES
CITY OF BOSTON
(617)918-4456
NICOLE.FREEDMAN@BOSTON.GOV
WWW.CITYOFBOSTON.GOV/BIKES
