Morgan Whitcomb, Equity in Bike Share: Practical Methods for Addressing Equity and Measuring...
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Transcript of Morgan Whitcomb, Equity in Bike Share: Practical Methods for Addressing Equity and Measuring...
Pro Walk Pro Bike Pro Place 2014
Equity in Bike Share: Practical
Methods for Addressing Equity
and Measuring Outcomes
9 September, 2014
Morgan Whitcomb, PE, Sam Schwartz Engineering
Melissa Ballate, Blue Daring
Nicole Freedman, City of Boston
Andrew Duvall, Ph.D., University of Colorado Denver
• Morgan Whitcomb, PE, is a transportation engineer at Sam Schwartz Engineering. She has recently managed the design, implementation and outreach for Chicago’s bike share system, Divvy. Divvy launched in June 2013 with 300 stations and will expand by 175 stations in 2015. For other various cities, she has worked on many aspects of bike share planning including station siting, feasibility studies, implementation plans, and training.
• Melissa Ballate is the President of Blue Daring. Melissa has special expertise in strategic branding, marketing strategy, community outreach and the web. For over 11 years she has advised mid-size businesses and corporations, entrepreneurs and organizations in industries as diverse as manufacturing, retail, automotive, healthcare and the public sector. Her clients have included the Chicago Housing Authority, Hospira, Evans Food, the City of Chicago and countless mid-size and start-up businesses. Since 2012, she and the team at Blue Daring have been working alongside the Chicago Department of Transportation to conduct the public outreach and subsequently equity research and marketing for Chicago's Divvy bike share system.
Introductions
• Nicole Freedman currently works as Director of Bicycle Programs for the City of Boston. The program is part of Mayor Menino’s vision for healthy, sustainable communities and neighborhoods. During her tenure, she has helped Mayor Menino transform Boston from the worst cycling city in the country to a recognized leader in cycling. Nicole attended MIT before graduating with a degree in Urban Planning from Stanford University. Prior to working for Boston, Nicole competed professionally in bike racing from 1994-2005 winning two national championships and competing for the United States in the 2000 Olympics in Sidney.
• Dr. Andrew Duvall is a Research Assistant Professor of Health and Behavioral Sciences at the University of Colorado Denver. His present research is on the health, environmental, and economic impacts of public bicycle sharing, with a concentration on equity of participation among minority and low-income populations.
Introductions, continued
Bike share users are not reflective of
city residents
Feasibility, system design & station siting
Operations & contracts
Outreach & education
Marketing & branding
Community partnerships
Training & jobs programs
Administration & membership policies
Alternative pricing & purchasing
Data, reporting, surveys & research
Many avenues for progress
• Chicago’s Divvy, Morgan Whitcomb & Melissa Ballate Feasibility & heat mapping
System area design & station siting
System area evaluation
Outreach
Targeted research
Marketing, engagement, education
• Boston’s Hubway, Nicole Freedman Administration & membership programs
Marketing
Station siting
• Denver B-cycle, Andrew Duvall Research & surveying techniques
Informing strategies with research
What you will hear today
Pro Walk Pro Bike Pro Place 2014
Equitable System Design &
Evaluation
9 September, 2014
Morgan Whitcomb, PE, Sam Schwartz Engineering
• Service area was not directly determined by heat mapping or by outreach responses
Starts downtown then extends went out to north, south & west
Tried to capture highest density areas and does not include low density industrial uses to the near southwest
• Station density within the service area did correlate to population and employment density
• Heat mapping and regression analysis was used to evaluate service area and to determine target areas
Chicago’s approach to service area
design
• Three maps: potential, equity, potential X equity Potential
❭ Population density
❭ Employment density
❭ % ages 20 – 39
❭ % ped bike commuters
❭ Business concentration
❭ Barriers (as a negative to potential)
❭ Parks
❭ L & bus boardings
❭ L & bus frequency
Equity ❭ HH medial income
❭ Non-white population
❭ Educational attainment
Potential multiplied by equity shows areas that could influence ridership characteristics the most
• In addition, regression modeling to evaluate performance and plan expansion was a separate exercise.
Chicago’s approach to heat mapping
Population
Density
Employment
Density
% Ages 20 - 39
% Ped/Bike
Commuters
HH Median
Income
Non-White
Population
Educational
Attainment
Business
Concentration
Barriers
(Network
Connectivity)
Parks
L Boardings
Bus Boardings
L Frequency
Bus Frequency
“Potential”
“Equity”
Potential x
Equity
27
• The problem with heat maps… they are only as
good as what you put in.
Using other cities ridership factors reinforces
existing ridership profiles
Double counting for population and employment
density
Use the goals of the system to inform what
factors to include in heat map
Lessons
• How much of your city is served?
• How many people and households are served?
• How well does the demographics of your service
area correlate to your city?
• How well does ridership demographics correlate
to your service area?
• Where in your service area are rides per capita
not keeping up with stations per capita?
Evaluating the service area
• Divvy members are:
69% male
79% Caucasian
Average age of 34
93% have a college degree or more
Moderate to high household incomes
Chicago rider demographics
How much of your city is served?
21%
44%
52%
38%
57%
64%
0%
10%
20%
30%
40%
50%
60%
70%
% of city area % of city population
% of households
2013 vs 2015 Service Area
300 Stations
475 Stations
42%
21%
15%
50% 47%
23%
17%
45%
53%
22% 20%
34%
0%
10%
20%
30%
40%
50%
60%
% non-white % below poverty line
% with no high school
diploma
% with a bachelors or
higher
2013 Service Area vs 2015 Service Area vs City
300 Stations
475 Stations
Chicago
How well does your service area
correlate with your city?