Entries tagged with “cycle chic”.


I recently came across Dublin Cycling Stories, which is a series of short portraits of people who use bikes to get around Dublin. These films were made with support from the Dublin Cycling Campaign and Dublin City Council. The site is inspiring in many ways and there are lessons here for Edinburgh. After all, Dublin and Edinburgh are capital cities of a similar size, both are emerging cycling cities, although Dublin is way ahead of Edinburgh, as we shall see.

Where Dublin has got it right, and where other emerging cycling cities should take note, is that the influencers in the city have made it a priority to promote the Cycling Stories as a normal way of life for Dubliners, and not just a fringe lifestyle for the brave few. These short films were made to show the world how gloriously easy, fun and sexy a bike ride can be, what a great idea!

Let’s start with Lisa’s story, the young mum taking her child to nursery …

… this shows that cycling can be easy and fun, something that both mother and daughter enjoy.

Then there is Paul’s story, he uses a bicycle for work …

… as a photographer he has to carry equipment about with him, but he can easily do so by bike and it’s obvious that going by bike has many advantages over using a car.

For a bit of contrast we have Julie’s story…

… she’s a student and tells us about how cycling gives her freedom (and how hills aren’t really a problem).

Next, we have Georgia’s story, showing how easy and sociable cycling can be as a way of getting about the city …

… in Georgia’s story we see clearly how far ahead Dublin is of Edinburgh in terms of infrastructure.

The film shows Dublin as having a connected network of cycle paths, where space has been taken from motor vehicles. Edinburgh is only just beginning to timidly experiment with this on George Street …

George Street, Edinburgh

… although in true Edinburgh fashion, they have only gotten half way through doing it, then downed tools for the Festival. George Street looks great, but doesn’t actually connect with anything at either end and is not part of a direct route to go anywhere, showing a frustrating lack of thought about cycling as a means of transport by the planners (and they call themselves transport professionals?).

Another thing that is different in Dublin, compared with Edinburgh, is evident from the dublinbikes story …

… Dublin claims to have the most successful bike share scheme in Europe. Edinburgh has yet to dabble with a bike share scheme, although such schemes have been real game changers in other cities. Will Edinburgh ever get a bike share scheme?

Well let’s just say that Rob Grisdale, MD of nextbike UK was sighted in Edinburgh yesterday, and he wasn’t here to do the festival (although I am told, he did manage to take in a show or two). So will Edinburgh ever get a bike share scheme? Given the City of Edinburgh Council’s desire to remain stuck firmly in the 1980’s it would seem not, but as Stirling is showing, the council doesn’t have to be in the lead, it could be a forward-looking social enterprise that takes the lead. I am not going to say more here, but there are ideas forming.

Possibly the greatest lesson these films have for Edinburgh (or indeed other cities) is that by promoting positive images of average people using the humble bicycle as a means of transportation, cycling can be used to “humanize” the city. In the last century the coming of the car brutalised our cities, now in the 21st century, civic leaders are starting to recognize the importance of the bicycle to creating living cities of the new millennium – the ones which embrace multi-modal transportation.

Possibly Related Posts: (automatically generated)

Having spent far too much time trying to find how other places achieved the high cycling rates they have, I have come to the conclusion that there are two factors which can increase cycling rates and make cycling feel ”normal”.

First: provide usable, high quality (although not necessary expensive) cycling specific infrastructure. Lot of people have bikes and will use them more if they feel it is safe and covenant to do so. This is something which is slowly coming about, with the emphasis on the word “slowly”, and is not helped by so much money being wasted on poor quality unusable cycling infrastructure, which is not fit for purpose. But that is for another post.

Then: emotional marketing, and this is something I would like to discuss in this blog post.

It is important to make riding a bicycle feel like a normal thing to do, for a number of reasons, not least because people are then more likely to support (and demand) the provision of usable cycling infrastructure.

A large proportion of the UK population knows how to ride a bicycle and indeed own at least one bike. Sadly, most bikes are at the back of a shed gathering dust. So at some stage in their lives people felt that riding a bicycle was an ordinary and normal thing to do. However, most adults no longer ride bicycles on a regular basis, and cycling as an adult is no longer seen as normal. For more on why this is the case, I recommend reading Dave Horton’s work on the fear of cycling.

So how do we overcome this fear of cycling? This is where emotional marketing comes in, which is about selling a lifestyle, making it look attractive and desirable. If you are wondering what this has to do with transport, well the motor industry spends about £830m a year on advertising, much of which can been seen as emotional marketing. They are selling a lifestyle: making driving seem ordinary and aspirational at the same time. However, the advertising rarely, if ever shows congestion, the roads are always empty, suggesting this should be the default way to travel. The reality, as we all know, is often very different, but the marketing makes people forget these downsides, and believe there is no other way.

Now obviously the cycling industry doesn’t have the same sort of money for advertising as the motor industry, and many in bike business just aren’t interested in cycling as transport (rather than sports & leisure), but increasingly bicycles are being used in lifestyle advertising. So things are starting to move our way. A number of cities in mainland Europe have started to run marketing campaigns to promote cycling as a means of urban transport, notably Bozen/Bolzano, Munich, and Copenhagen.

These broad promotional campaigns are intended to “sell” the idea of bicycling to those who currently don’t cycle, and to create a positive image for cycling among the public in general. In the same way that the motor industry uses advertising, this promotes a certain lifestyle, successful cycling campaigns appeal to the emotions of their audiences to sell the idea of cycling as a positive lifestyle choice. They use emotion-based sales pitches rather than logic-based ones, and this has generally been proven to be more successful. However, it is important to note that simply encouraging people to cycle more without making it easy to do and attractive will not succeed. These campaigns are not a substitute for providing good, usable, cycling infrastructure. They can, however, play an important role in encouraging people to ask for something better. It is about hearts and minds. After all, if people don’t know there is a better option than the one they have, they aren’t going to ask for it.

These city (or regional) marketing campaigns are well funded formal campaigns, but they aren’t the only form of emotional marketing of cycling going on. At a more informal level, there is the global “Cycle Chic” movement. This is a collection of blogs inspired by the original Cycle Chic blog (better known as Copenhagen Cycle Chic) which started from a single photo and has developed into an international consultancy. These blogs are mostly individual enterprises which aim to celebrate ordinary people, riding bicycles in ordinary clothes, in cities and towns around the world. The message they are sending is: look, there are people just like you riding bicycles as transport, if they can, so can you. As the strap line of Edinburgh Cycle Chic puts it, “Because you don’t have to wear Lycra”. It is the activity of these blogs, documenting people riding on the streets that have attracted the attention of the fashion industry, which is increasingly using bicycles as props in its advertising. If there is one industry which can out-spend all others and influence lifestyles, it is the fashion industry. It also has the power to reach people who are not engaged by traditional cycle industry marketing. In the UK, research carried out by Sustrans in early 2009 found that 79 per cent of British women never cycle at all, but 69% of those would cycle if they felt it was safe.

For some reason there are some existing cyclists in the English speaking world who find the Cycle Chic movement disturbing, but I am really not sure why. Cycling is an activity which just about everybody can do, and it has a lot of potential as everyday short range transport, so where is the problem in promoting it as such? Part of the problem may lie in the fact that cycling can mean many different things, as Graeme Obree says: “It’s is a sport, it’s a pastime and it’s a form of transport. You don’t football down to the shops”.

A lot of the opposition to disquiet about the idea of Cycle Chic appears to come from what can loosely be termed the “Lycra brigade”, who seem to feel that they are in some way being criticised by the emphasis on riding in ordinary clothes. They rather miss the point, Cycle Chic is not about them, no one is saying “Thou shalt not wear Lycra!”. The country which probably has more cycling clubs per head of population and the most fanatical cycle racing fans, is The Netherlands. This is also the country with more people cycling in normal clothes on an everyday basis, there is no reason why this should have a negative effect on cycling as sport.

For those who like to cycle fast or over long distances, there is a case for wearing technical clothing, and there is nothing wrong with that. However, this sort of cycling is never going to appeal to the masses, even the most popular mass participation sports in the UK only engage about 5% of the population each. However, everyone makes short journeys of the sort of distance which can easily be covered by bicycle, and the whole point of Cycle Chic is to show that anyone can ride a bicycle as a means of everyday transport, and that you don’t have to be an athlete to do it.

There are also a small number of people who criticise the idea of Cycle Chic on supposed “safety” grounds. Saying that people should wear hi-visibility clothing and cycle helmets while cycling in order to be safe, this is a totally false argument, as I have pointed out before. Sadly a number of these people seem to think that emphasising high-vis and helmets in cycling campaigns will somehow encourage people to take up cycling. The truth is it won’t, most people are risk adverse. Telling them that they will be safe if they dress in a certain way, while ignoring the real source of the problem, will simply put them off. This has been shown over the last 20+ years by the failure of these “safety” campaigns to raise cycling levels to those seen on the European mainland, and shows it is clearly time for a fresh approach in the UK. There are lessons to be learnt from our near neighbours across the North Sea, where they have shown that the cycling infrastructure and emotional marketing approaches work, especially if employed in tandem.

Possibly Related Posts: (automatically generated)

For the second part of my look at Alpine cycle chic, I travelled south from Innsbruck to Bozen/Bolzano. The dual name tells you that we have now moved to the South Tyrol (German and Ladin: Südtirol, Italian: Sudtirolo or Alto Adige) in the north of Italy. Once again, this trip was not primarily about taking cycling photos, we had other reasons for going there. I just took the opportunity to grab a few photos.

On exiting the station, you quickly become aware that this is a place with a strong cycling culture, bicycles are everywhere. But it wasn’t until I stopped to take a photo of a shop across the street that I realised just how strong a cycling culture it is. It wasn’t the bikes in the shop window that made me realise this, pretty though they are, it was the reaction of people driving past. There was a traffic light at the end of the street, and instead of rushing to join the stationary queue of traffic, these drivers were slowing down to look longingly at the bikes in the shop. As I was trying to take photos, one of the drivers saw me, smiled and stopped short, so as not to block my view! That is something which would never happen in the UK, as I know from experience. Oh, and here is the shop…

Bikes in Bozen

Bikes in Bozen

Bikes in Bozen

I was tempted to rush in and buy a bicycle my self, but my financial conscience wouldn’t let me, she was after all standing beside me.

According to the conventional wisdom (of English speaking cycle campaign groups), Bozen/Bolzano shouldn’t have a bicycling culture because it isn’t flat. I am often told that a major reason that bicycles are popular in places like the Netherlands and Denmark is because the are flat, and that in places with hills people don’t cycle. OK, would those people please explain these photos then?

Bozen isn't flat

Bozen isn't flat

Bozen isn't flat

Bozzen isn't flat

Another thing Bozen/Bolzano does have is cycle specific infrastructure, such as separated cycle lanes,

Bozen cycle infrastructure

lots of cycle parking,

Bikes in Bozen

Bikes in Bozen

and this is a street open to limited motor traffic.

If you don’t have a bike with you when visit Bozen/Bolzano, there is bicycle rental (Fahrradverleih/Noleggio biciclette), which costs €1 for six hours, €2 for more than six hours and €5 a day for multi day hire. We didn’t hire bikes on this visit, but having seen them outside the station, we will probably do so on another visit.

My favourite bit of infrastructure in Bozen/Bolzano is actually for pedestrians and just outside the station.

Bozen infrastructure

Bozen infrastructure

This pedestrian crossing goes all the way around the roundabout, thereby giving pedestrians priority, putting cars in their place, and it seems to work. I really liked Bozen/Bolzano from our brief visit, and it is no surprise to find that it was ranked as having the second highest quality of life of Italian cities in 2007. The first place was taken by Trento, which I have yet to visit, one day. It is also no surprise that places that have a high quality of life are also tend to be bicycle friendly! Update: it would appear that in 2010 Bozen/Bolzano took the top spot with Trento in second.

Finally I will leave you with a few more photos of bicycles and people in Bozen/Bolzano.

Bikes in Bozen

One for Bike Snob

Bozen cycle chic

Bikes in Bozen

Botzen cycle chic

Addendum: Since first writing this post I have discovered that Bozen/Bolzano was the first city in Italy to install a “bicycle barometer” similar to the bicycle counting machines exist in Copenhagen, and that modal share of cycling in Bozen/Bolzano is around 30%! Oh and the only time I saw a cycle helmet being worn the whole day, was by a long distance tourer at the station, he also had a Californian flag on the bars of his bike…

Possibly Related Posts: (automatically generated)

Bear