14

Identifying the Rider:

An Analysis of Indianapolis Pacers Bikeshare Annual Members

Organization: Indianapolis Cultural Trail, Inc.

Contact: Daniel Remington, Customer Service Manager

December 10, 2015

Product of SPEA Capstone Course V473, Bikeshare Group: Barak Breeden, Trisha Brown,

Nicolas Maled, Maria Steltenpohl, Anthony Watts

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Table of Contents

Introduction……………………………………………………………………………...Pg. 2

Background/History……………………………………………………………………..Pg. 2

Environmental and Economic Impacts……………………………………………….....Pg. 4

Comparison of Riders: Globally, Nationally and Locally………………………...….....Pg. 5

Funds and Operations……………………………………………………………....…...Pg. 7

Methodologies…………………………………………………………………………..Pg. 8

Recommendations………………………………………………………………………Pg. 11

Conclusion………………………………………………………………………………Pg. 12

Scope of work…………………………………………………………………………...Pg. 13

Calendar of Project……………………………………………………………………...Pg. 14

Works Cited……………………………………………………………………………..Pg. 18

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The purpose of this proposal is to identify users of the Indianapolis bike share system, Indiana

Pacers Bikeshare. Research methods, analysis and recommendations were conducted by a team

of students in the School of Public and Environmental Affairs V473 Capstone course at Indiana

University-Purdue University Indianapolis, hereafter referred to as the “Bikeshare Group.” The

research paper is laid out to illustrate the background and history of bike share programs world-

wide, positive impacts of bike share systems and how a bike share is funded and operated. The

Bikeshare Group developed a survey for the organization’s Annual Members. The survey was

distributed to the Annual Members via text message by the Cultural Trail team. The results of

this survey were analyzed by the Bikeshare Group, allowing them to make suggestions to the

Cultural Trail team on how to improve their business.

Introduction

The Indiana Pacers Bikeshare program is a public bicycle-sharing system that is available

to any individual for a fee.  This system gives all of downtown Indy an easy and thrilling way to

explore the city.   Being located on the Cultural Trail gives everyone the opportunity to enjoy

sporting events, cultural attractions, or to simply enjoy the fresh air that downtown Indy has

to offer.  The bikes are made extremely comfortable and are intended to fit people of all shapes

and sizes.  The system is designed for short durations of thirty minute intervals.  Also, having a

pannier basket at both ends makes it a lot easier for whatever it is you may be carrying. “Once

you have paid your modest 24-Hour Pass or Annual Membership fee, you can take an unlimited

number of 30 minute rides for the duration of your Pass or Membership” (Indiana

Pacers Bikeshare).

3

Background/History

After seeing the spread of bikesharing across the United States, Indianapolis recognized

its market for transportation alternatives. They also saw the benefit of activities intended to

encourage short, energy saving errands downtown (Tuohy). Indianapolis Mayor, Greg Ballard,

believed that having infrastructure in place like the Cultural Trail, other greenways, and

bike lanes would make it easier for the bikers and walkers to travel and promote commerce

(Indiana Pacers Bikeshare Program Launches in Downtown Indianapolis). Mayor Ballard also

lobbied for a bike sharing program to help Indianapolis become a healthier community and a

more attractive place to live (Indiana Pacers Bikeshare Program Launches in Downtown

Indianapolis).

The Pacers Bikeshare program was launched, in 2014, by the Indianapolis Cultural Trail,

Inc. to provide residents and visitors with a sustainable means of transportation in downtown

Indianapolis, all while supporting and highlighting the Cultural Trail (Remington). ICT, Inc. is a

nonprofit organization that operates the Indiana Pacers Bikeshare that also manages and

maintains the Indianapolis Cultural Trail: A Legacy of Gene and Marilyn Glick

(FAQs. Indianapolis Cultural Trail). According to the Indiana Pacers Bikeshare Program, these

bikes are made by Trek Bicycle and the system equipment is provided by B-Cycle, LLC, which

has assisted bike share systems in more than 30 cities (Indiana Pacers Bikeshare Program

Launches in Downtown Indianapolis). Thanks to Herb Simon Family Foundation, owner of the

Indiana Pacers, this bike share program is named after the NBA team located in

Indianapolis (FAQs. Indianapolis Cultural Trail). According to the Indianapolis Cultural Trail,

Inc., the capital equipment for the system is funded by a federal Congestion Mitigation and Air

Quality (CMAQ) grant from the Federal Highway Administration.  Annual Memberships, 24-

4

Hour Passes, user fees, grants and sponsorships will fund the on-going operation of the bike-

share program (FAQs. Indianapolis Cultural Trail).

Today, there are more than 250 bikes and 25 bike stations (Remington). They keep track

of the members and the bikes through Proprietary GPS and RFID technologies that

highlight their paths after using the bike (Remington). The bikes are solar powered, can be easily

checked-out, are adjustable, and provide amenities such as baskets and lights in the front and rear

of the bike (Remington). Bike-share is designed to encourage people to use a Pacers Bikeshare

bike for all your short trips. Once you have paid your modest 24-Hour Pass or Annual

Membership fee, you can take an unlimited number of 30 minute rides for the duration of your

Pass or Annual Membership (About. Indianapolis Cultural Trail).

Environmental and Economic Impacts

According to a study completed at the U.S. Census Bureau, approximately 86% of

workers in the U.S. commuted to work by means of an automobile in 2013 (McKenzie, 2013).

The same report shows results of each mode of travel used to get to work in 2013. Only 0.6% of

total workers chose to commute to work via bicycle and 76.4% made their commute to work

alone via motor vehicle (McKenzie, 2013).

Vehicles powered by fossil fuels emit pollutants that are referred to as greenhouse

gasses. Greenhouse gas emissions are those that deplete the ozone layer, which protects us from

harmful solar rays. Gasoline and diesel fueled vehicles are responsible for nearly 30% of

greenhouse gas emissions (EPA, 2015). Street and Interstate construction and repairs are

also influenced by motor vehicles. The extensive use of motor vehicles causes major wear on the

roadways and the need for upkeep (EPA, 2015). Population increases also bring more vehicle

traffic, which brings the need for more roads and additional lanes (EPA, 2015). According to an

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analysis completed in 2007, carbon dioxide emissions are elevated by approximately 100,000

tons over 50 years by adding an additional one mile lane to a highway. (Williams-Derry, 2007)

Riding a bike causes zero carbon emissions and is more efficient than walking, especially

when time is of the essence and distance is a factor. The lightweight and compact size of a

bicycle also causes minimal wear on bike lanes, roadways, sidewalks, pathways, etc. By

decreasing one’s carbon footprint, you are also decreasing your economic responsibility (EPA,

2015). Government transportation expenses will decrease if more people ride bikes instead

of driving motor vehicles (EPA, 2015). The government is responsible for road repairs,

constructing new roads, clean air efforts, enforcing automobile insurance requirements,

patrolling those who disobey motor vehicle laws, etc. With less of these expenses, the

government can spend taxpayers’ money on other important needs (EPA, 2015).

When choosing to rent rather than owning a bike, there is less responsibility required.

Repairs and maintenance responsibilities are nonexistent. For the rider, this means less time

spent on finding bicycle repair shops, researching parts for regular maintenance, and negating the

need to secure a safe storage space. Biking also presents less responsibility on the rider by

reducing vehicle repairs, maintenance, insurance, fuel, parking, etc. Sustainability and

convenience are not only trending today, they are both necessary indefinitely.

Comparison of Riders: Globally, Nationally and Locally

There are several reasons riders choose bike sharing over a more conventional

method of transportation.  Some riders use a bike share program to cut down on their carbon

footprint, others are avoiding traffic delays in heavily populated areas and others utilize

the chance to exercise (Bertman).

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Nationally, more than 500 cities in 49 countries host advanced bike sharing programs,

with a combined fleet of over 500,000 bicycles (Larsen). Bike sharing has taken hold of a key

transportation segment. As we have discussed, this change has a large impact on society and

urban living. Key differences exist between cities with bike share programs. The differences in

the programs reflect the differences in the riders. These differences are attributed to a number of

factors including: population, age demographics, and infrastructure. Indianapolis’s bike share has

its own unique attributes that likely lead to its program’s distinctions.

Europe has led the bike sharing movement by a large margin (Larsen). Many attribute

Europe’s success in bike sharing to their high tourism rates and the close proximity of its cities.

Europe’s tight and winding urban roadways make ideal cycling paths for commuters and tourists.

A tourist’s cultural and perceptional immersion is greatly enhanced by a leisurely bike ride

(Larsen).  In frequent European traffic jams, bikes can easily maneuver and arrive in a timely

manner.  When it comes to independent programs, Europe is dominant and is setting the standard

in variety (Larsen).

Asian bike sharing programs rely on a different segment of the population (Larsen).

Instead of tourists and leisure riders, Asian bike share has become vital because of the teaming

population of bike sharing cities. Bike share has replaced the need for a vehicle in areas where

vehicles cost more than a home (Larsen). Cities have constructed roadways exclusively for

cyclists. This makes daily commuting safer and more feasible. Asia has the most bike share users

in the world and over-population is commonly blamed (Larsen).

U.S. cities have had to combine characteristics of all of these successful programs. No

two cities can successfully implement the same program. Programs in Portland and New York

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have been able to raise prices seemingly boundlessly due to high demand (Pucher).  Price

gouging would not be as feasible in less crowded cities, such as Indianapolis (Pucher).

Similar to riders in Europe, Americans who do not own a bicycle and simply want a joy-

ride are targeted in the Midwest. Cincinnati, Dayton, Columbus, Milwaukee, Chicago, Omaha,

and many more Midwestern cities have either already implemented bike share programs or are

currently doing so (Pucher, et al.).

Funds and Operations

Each bike share system is unique in its overall functionality. However, they all have

similar characteristics.  For instance, many are funded in the same way and almost all have the

same way of operating. When it comes to funding, many programs are continued through public-

private partnerships, as well as sponsors. Initial funding may be presented by the

city (Indianapolis Cultural Trail). Fundraising and third-party partnerships have also been

utilized by bike share programs (Indianapolis Cultural Trail).  A prime example of a successful

partnership is IU Health’s partnership with the Pacers Bikeshare program last spring.

The partnership, which was announced on the one-year anniversary, included

sponsorship, expansion, and complimentary rides to help further advertisement (Indianapolis

Cultural Trail). The Everybody Rides program is also being expanded with the help of

IU Health.  This way, all Indy residents have safe and easy access to the program, and are able to

enjoy the health benefits of Pacers Bikeshare as well. “We’re excited to partner with the

Indianapolis Cultural Trail and to support the Pacers Bikeshare program to make physical

activity more accessible for more Hoosiers,” said Herb Buchanan Jr., President of IU

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Health Methodist and University hospitals. “Having a city connected by the Cultural Trail and

this bike share program helps to foster a healthier community (Indianapolis Cultural Trail).”

Most Bike share programs operate in the same manner, with a few minor differences.

 For instance, the Pacers Bikeshare program has over 250 bikes with 25 different stations in

downtown Indianapolis (Indiana Pacers Bikeshare). All 25 locations are on or near the Indy's

Cultural Trail.  Also, this program is open year-round and made for short trips, which is why it is

on a 30 min or less window. The Pacers Bikeshare hours are from 5:00 A.M. to midnight, which

is reasonable due to the rare need of one in the middle of the night (Indiana Pacers Bikeshare).

The rates differ from city to city.  The Pacers Bikeshare rates start from $8 for a 24-hour pass to

$80 for a yearly membership (Indiana Pacers Bikeshare). An extra fee is applied if you do not

checkout every 30 min, or less (Indiana Pacers Bikeshare). “Indy's 250 gold bikes are available

when you need them near your favorite spots, your office or neighborhood. Once you are done

with your ride, simply dock your bike at any of the available stations (Indiana

Pacers Bikeshare).”

Methodologies

Survey of Annual Members:

In order to establish our familiarity with the riders of the Pacers Bikeshare, the Bikeshare

Group created a survey for the Annual Members. The questions were designed by the group with

the assistance and approval of Danial Remington, Customer Service Manager of Indianapolis

Cultural Trail, Inc. The Bikeshare Group then created the survey itself on Survey Monkey, an

online survey tool that allows the user many options of creating and implementing surveys. The

group was granted access to the Indianapolis Cultural Trail’s Survey Monkey account through

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Mr. Remington to create the survey. This allowed the organization to send the survey to their

Annual Members. Each member of the Bikeshare Group, as well as the Cultural Trail staff, has

access to analyze the results from the survey on survey monkey.

The survey was designed to determine the utilization of the Bikeshare Annual Members:

who, where, when, why, concerns, suggestions. In order to extrapolate this information, the

survey was kept in a simple format consisting of 23 questions. Of these 23 questions, one was an

option to type an email, 20 multiple choice questions, and two open-ended questions. As an

incentive to complete the survey, the responders had the opportunity to enter their email

(question one) for a chance to win Indiana Pacers Basketball tickets. As a result of the survey

design, there were 335 responses.

The Survey Monkey account allows the creator of the survey to analyze results in various

ways. In the Bikeshare Group’s analysis, the tool used on the account was named “Question

Summaries.” This tool extrapolated all the survey results and created percentage graphs from

each response to each question. Open-ended results were also presented in this summary. This

summary tool allowed the group to analyze the results effectively and make credible suggestions

to ICT.

This type of survey was used to gain the most results from the Annual Members of the

Bikeshare. The meetings between the Bikeshare Group and Mr. Remington were held to discuss

the most effective means of gaining the most possible results. Prior to meeting with Mr.

Remington, the Bikeshare Group planned to conduct in-person surveys near the Bikeshare

stations. The meeting discussions were helpful in gaining knowledge of past practices the

organization experimented with in obtaining survey results. The Survey Monkey method had

proved best results for ICT in past, so that was the method used by the Bikeshare Group.

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Transactional Data Retrieved from Mr. Remington:

The Bikeshare Group received transactional datasets from Mr. Remington. Spreadsheets

were used to calculate key organizational figures. The group was able to analyze the data and

gather results of users by zip code. Graphs were formed to visualize the results.

Zip Code Zip Code Count Average of Total

4603

2 389 4.61%

4620

2 2014 23.89%

4620

3 844 10.01%

46204 1719 20.39%

46205 577 6.84%

46208 385 4.57%

46220 971 11.52%

46227 620 7.35%

46237 439 5.21%

(blank) 474 5.62%

Zip Frequency Data

Zip Codes Total

46077 4

46202 41

46203 20

46204 30

46205 7

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Recommendations

The following suggestions are based on survey results received and from transactional data

analysis.

Continue promoting Bikeshare as a vehicle replacement (60%).

The riders would prefer a monthly pass to replace Annual Memberships (70%).

Market to current cyclist (70%).

Inform riders of health benefits of bike riding (nearly 20% said NO to positive health

contributions).

The following suggestions are based on overall research performed by the Bikeshare Group as

well as the analysis of survey results, considering the suggestions made by the Annual Members.

Further promote the weekly seasonal tours.

Offer business packages to local businesses.

46208 4

46219 8

46220 9

46226 4

46227 5

46260 4

Grand Total 136

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Update previous users on promotions.

Indy events: Remind current/past users of ease of use.

Remind/update users on station locations.

Promote a clean city.

Promote increased property values ($1 billion since 2008).

Send Annual Members complimentary and discounted Friends/Family Daily Passes.

Replace all sticky handles.

Add removable seat covers for better sanitation.

Sanitizing wipe stations for better sanitation.

Offer helmet rentals.

Conclusion

Bike sharing has become a contemporary movement sweeping the world, looking for

solutions to social, economic, environmental and logistical issues. It has become a vital part of

the daily lives of students, professionals and tourists alike. With such a positive impact, it is hard

for the populous to miss the benefits that bike sharing carries. However, organizations still reach

out to potential riders to promote this sustainable project so that it may reach even greater

influence. To better understand this project and recognize the best way to reach potential riders,

we must understand the rider in greater depth. Without analyzing the history of bike share, other

bike share programs, the rider, bike share impacts and the operations of bike share programs, we

cannot hope to reach the customer. These findings show that bike sharing, like many other public

ventures, is a very elaborate concept that this group hopes to unravel for the benefit of

Indianapolis and the Cultural Trail.

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Scope of Work

Identifying the Rider: An Analysis of Day Pass Users and Annual Members

Project description: Identify purchasing decisions of walk-up users to inform future marketing

decisions and gain feedback and demographic information from Annual Members.

Problem: Very little information is captured from walk-up users of Pacers Bikeshare.

Identifying who day pass users are, why they chose to purchase, and how they can be convinced

to return will help to inform marketing/advertising decisions.

Specific Proposed Goals and Expected Deliverables of ICT, Inc.:

1.    Survey results from Day Pass Users

2.    Survey results from Annual Members

3.    Recommendations of future outreach efforts

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Bikeshare Group proposes to complete:

1.    Survey results from Day Pass Users

2.    Survey results from Annual Members

3. Analyze purchase history data

4.    Recommendations of future outreach efforts

The group submitted the Final draft of the survey questions into Survey Monkey. Mr.

Remington informed the group that the final Day Pass Survey will be used in the spring of 2016.

The Annual Member survey was submitted to the users via text message.

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SEPTEMBER2015

MONDAY TUESDAY WEDNESDAY

THURSDAY FRIDAY SAT/SUN

1

2

3

4

5/6

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n

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7

8

9

10

11

12/13

2

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15

16

17

18

19/20

3

Initial meeting with Mr.

Remington

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22

23

24

25

26/27

4

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29

30

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5

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OCTOBER2015

MONDAY TUESDAY WEDNESDAY

THURSDAY FRIDAY SAT/SUN

1

2

3/4

1

Rough Draft Survey

questions ready for

approval. Second

meeting with Mr.

Remington.

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EEK

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otes

5

6

7

8

9

10/11

2

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EEK

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13

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15

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17/18

3

Delay with

Survey Monkey. Contacted Mr.

Remington

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EEK

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otes

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20

21

22

23

24/25

4

Day Pass

User’s Survey completed. Used in

the Spring.

Annual

Member’s Survey

completed.

W

EEK

n

otes

26

27

28

29

30

31/

5 Received

transaction data from Mr.

Remington. (32,000

entries)

W

EEK

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otes

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EEK

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otes

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NOVEMBER2015

MONDAY TUESDAY WEDNESDAY

THURSDAY FRIDAY SAT/SUN

1

1

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3

4

5

6

7/8

2

Gathered

and analyzed

results

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EEK

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otes

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10

11

12

13

14/15

3

Separate and hypothesize

conclusive data

W

EEK

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otes

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17

18

19

20

21/22

4

. Spreadsheets to calculate key

organizational

figures.

W

EEK

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otes

23

24

25

26

27

28/29

5

Form graphs and visualize

results

W

EEK

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otes

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DECEMBER2015

MONDAY TUESDAY WEDNESDAY

THURSDAY FRIDAY SAT/SUN

1

2

3

4

5/6

1

W

EEK

n

otes

7

8

9

10

11

12/13

2

Presentation to ICT, Inc. for

future outreach

recommendation.

Project complete.

W

EEK

n

otes

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15

16

17

18

19/20

3

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EEK

n

otes

21

22

23

24

25

26/27

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28

29

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5

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E E K

no t e s

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Works Cited  

"About. Indianapolis Cultural Trail." Indiana Pacers Bikeshare. B-cycle, LLC. Web. 26 Sept.

2015. https://www.pacersbikeshare.org/what- is>.

EPA. "Sources of Greenhouse Gas Emissions." 21 July 2015. United States Environmental

Protection Agency. Web. 2015.

http://epa.gov/climatechange/ghgemissions/sources.html .

"FAQs. Indianapolis Cultural Trail." Indiana Pacers Bikeshare. B-cycle, LLC, 2015. Web. 5 Oct. 2015.

https://www.pacersbikeshare.org/faqs .

Indiana Pacers Bikeshare. "How It Works." Pacers Bikeshare. 15 Sep. 2015

"Indiana Pacers Bikeshare Program Launches in Downtown Indianapolis." BCYCLE. 2015.

Web. 26 Sept. 2015. <https://www.bcycle.com/news/2014/10/05/indiana-pacers-

bikeshare-program-launches- in-downtown-Indianapolis> . “Indianapolis Cultural Trail. “Indianapolis Cultural Trail.” 2015. Web. 15 Sept. 2015.

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McKenzie, Brian. Who Drives to Work? Commuting by Automobile in the United States: 2013.

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Midgley, Peter. "Bicycle-sharing schemes: enhancing sustainable mobility in urban areas."

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Pucher, John, Ralph Buehler, and Mark Seinen. "Bicycling renaissance in North America? An

update and re-appraisal of cycling trends and policies." Transportation research part A: policy and practice 45.6 (2011): 451-475

Remington, Daniel. Customer Service Manager, Indianapolis Cultural Trail, Inc. Personal

Interview. 1 Oct. 2015.

Tuohy, John. "Indy's Bikeshare Designed for Downtown Jaunts." Indianapolis

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jaunts/8003453/ .

Williams-Derry, Clark. “Increases in greenhouse-gas emissions from highway-widening

projects.” Seattle: Sightline Research Backgrounder, 2007. 2015.

Yglesias, Matthew. "Why Don't the Poor Use Bike Share Systems?" Vox. N.p., 29 Oct. 2014.

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