Adrian Lord

1. Adrian Lord Leisure cycling as ‘first step’ into more cycling

2. Context • Cycling England formed 2005 (disbanded 2011) Successful projects included: • Bikeability cycle training, Cycling to school • Cycling Towns and Cities More people into cycling – not just increase in activity of existing cyclists

3. Infrastructure, education, promotion

5. Key lessons from early projects • Mix of infrastructure and promotion measures • Focus on a particular journey • Focus around a particular ‘hub’ of activity • Focus on a particular population • Safety, security, convenience and availability • Summarised as ‘People, Place, Purpose’

6. Finding New Ways to Increase Cycling 2008 feasibility studies for second wave of ‘Finding New Solutions’ projects: • ‘Bike n Ride’ – cycling to rail stations • Cycle to Work – NHS trusts and academic sector • Leisure Cycling Funding agreed in early 2009 (but didn’t materialise until late 2009!)

7. Why would/should government invest in leisure cycling? • Much bigger market than ‘utility’ cycling – 80%? of all cycling • It’s a ‘smaller step’ than cycling to work/school • Opportunity to develop projects in rural and peri-urban areas • Good record of delivering regeneration and local economic benefits • All cycling towns had shown significant increase in ‘physical activity’ that in itself would meet govt targets for health improvement

8. Leisure Cycling

9. Leisure Cycling Can we provide a memorable and high quality leisure cycling experience that will get people started? Can we follow-up with people to encourage and track their cycling progress?

10. Projects funded from 2009 - 2011 • Devon County Council – extension of Exeter cycling town programme to settlements around Exe Estuary • Peak District National Park – Monsal Trail improvements (Matlock to Buxton) • Forestry Commission/Hoseasons/CTC – activities at selected sites across England

11. Devon County Council Exeter, Exmouth, Newton Abbot, Tavistock, Barnstaple Spring-time ‘Cycle Fun Days, led rides and a package of promotional measures plus a new Cycle Devon website.

12. Peak District National Park • Infrastructure – Monsal trail and potential links to High Peak and Tissington trails • Organised cycle rides (e.g. 5 miles to Fabulous, Women on Wheels), Group rides from a cycle hire centre, Family Fun Days, Cycle skills training (children and adults), Bike maintenance courses • High level support from National Park and tourism authority - Pedal Peak District branding

13. ‘Cycle Xtra’ - Forestry Commission/Hoseasons/CTC • Short and long stay visitors • Repeat customers • Activities within Forestry Commission sites

14. Cycling England’s programme Does a ‘quality’ leisure cycling experience encourage people to cycle more often? Challenges: • Lack of previous research • Engaging people – will anyone turn up? • How to deliver ‘quality’ in time available – infrastructure • How to measure increase in cycling – transient population • Usual local politics, weather, organisation etc

15. Measuring cycling activity • Details ‘captured’ when hiring a bike, signing up for an event or arriving at a venue • Used ‘Challenge for Change’ online tool for participants to self report – tool proven successful in workplace but needed adaptation for leisure • Participants remain motivated to report by being part of online community and chance of a prize

16. What worked best to involve people? • Quality approach – well briefed staff and professional presentation • Family oriented activities and events • Particular groups – stroke patients, ethnic groups etc who may need the support of other similar people • Cycling as a one of a range of activities or a theme – e.g. ‘adventure holiday’, foodie theme • Incentives – win a prize, freebies

17. What worked best – professional approach

18. What worked best – family events and activities

19. What worked best – focus on groups The MOSAIC Group The Sahara Cycling Club

20. What worked best – cycling as part of a package

21. Want to learn to ride this – for free?

22. Maintaining behaviour – encouraging more cycling

23. Results - Devon Foreword by Councillor Stuart Hughes, Devon County Council Cabinet Member for Highways and Transportation "The Leisure Cycling Project should be applauded for achieving some outstanding results. It has been incredibly encouraging to see thousands ofpeople getting involved in the project by getting on their bikes to take part inthe cycling fun days and guided cycle rides. "The feedback to the Cycle Devon team has been incredibly positive, with many beginners taking up cycling and others re-discovering their bikes to enjoy cycle routes where they live. "In places like Exmouth, where we have invested in the development of the Exe Estuary Trail, cycling journeys are up by 22% in some parts of the town. But we have seen an impressive increase in all of Devon's cycling hub towns created through this project. "Cycling can play an important role in our local economy, as well as benefiting our local environment and the health of residents, which is why Devon County Council is committed to making Devon a premier cycling destination.”

24. Results – Peak District • Over 3,200 people took part in events • Opening up of Monsal Tunnels after 40 years – new (private sector) cycle hire centres opening in Bakewell and Buxton • Visit Peak District ‘Saddle up for Summer’ campaign: • Contributed to 1,425 bed nights being booked in local accommodation providers, with an estimated economic benefit of £160,000 • 119,000 people clicked through to the Saddle up for Summer cycling information on their web site – by far the most visited area of their website • 20,000 people downloaded cycling maps and information • Development of Cyclists Welcome scheme with local businesses • 400 Bikeability trained cyclists. Every new Bikeability trained cyclist inspires at least another 2 to 3 people to start cycling.

25. Results – Cycle Xtra Cycling Officer quote: Despite being able to walk only 50 yards supported by her husband, the lady cycled to Lympstone and back (6kms). They were both overjoyed and what was interesting is that the husband had not taken exercise since his wife’s stroke.

26. Participation in ‘Cycle Challenge’

27. Participants

28. Headline Results – all projects Baseline survey Oct 2009, update Sept 2010, May 2011 • 41% of non-cyclists at baseline reported cycling 1 day a week or more • 36% of people who did not own a bike at the start owned one by 2011 • 47% of non /occasional cyclists reported cycling more often for leisure/fitness • 8% who cycled not at all or <1 day a week now cycling at least 1 day a week to work or study

29. Results – people completing 3 surveys

30. Results – Peak District (end 2010)

31. Conclusions • Leisure cycling is the easiest entry point to regular cycling • Occasional cyclists easy to increase activity • Need a positive ‘hook’ and appropriate information to engage new cyclists • Personal communications keep people going and develop ‘progression’ in activity • Increase in cycling activity may or may not be for utility purposes • Report is on CILT website

32. And finally don’t miss..... www.summerofcycling.net

33. Thank You! Adrian Lord Adrian.lord@arup.com Tel: 0785 031 8882