What is the Barclays Cycle Hire scheme?
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Barclays Cycle Hire Rob Sadler Daniel Knight December 2012 1
Transcript of What is the Barclays Cycle Hire scheme?
Barclays Cycle Hire
Rob Sadler
Daniel Knight
December 2012
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Background and Vision of scheme
Design
Sponsorship
Operations
Phases 1 & 2
Looking to the future
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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
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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
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Cycle Hire Vision – a new mode of transport
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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
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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
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Feasibility study final report
First planning applications submitted
Cycle Hire key challenges and constraints
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• 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
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a
On Street Equipment
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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:
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Designed for London...
• Terminal Design
– Sounds
– Advertising
– Power
– Mapping
• Operational
– Year round
– Narrow Streets
– Electric vehicles
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Designed for London
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a
Designed for London
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• 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!
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Construction challenges
Despite planning
consent...when our
contractors arrived on site
they often found
unexpected problems
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Road Markings
Streetworks
contractors put
in new road
markings
They only had
three words to
spell correctly!
...One was
“Hire”!
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Road Markings
...One was
“Only”!
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Road Markings
...One was
“Cycle”!
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Sponsorship
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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
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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
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Tariff structure
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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
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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
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Operational Challenges
• Redistribution
• Crime & antisocial
behaviour
• Missing / abandoned
bikes
• Tariff structure
• Expansion
Operational Challenges
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Scheme use
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Cycle Hire in context
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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
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Overview of usage
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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
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Usage patterns – spatial distribution
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Usage patterns - tidal flow
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Morning Interventions
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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
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Phase 1
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Key principles of Phase 1
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Launched 30 July 2010
24 hour availability
6,000 cycles, 400 stations, 10,200 docking points 40
Phase 2 Eastern Expansion
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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)
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• 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.”
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Future challenges
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• 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
