flexible occasional bikeshare membership handbook

8/14/2019 Flexible Occasional Bikeshare Membership Handbook

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Flexible Occasional Bikeshare (FOB) Membership: Evaluation and Recommendations

A Handbook for Bikeshare Systems

Patricia M. Happ

Capstone paper submitted to the faculty of the Virginia Polytechnic Institute and State University

In partial fulfillment of the requirements for the degree of

Master of Urban and Regional Planning

In the

Program of Urban and Regional Planning

School of Public and International Affairs

Urban Affairs and Planning

Alexandria, Virginia

Ralph Buehler, PhD. Chair

Kris Wernstedt, PhD. Committee Member

Sonia Hirt, PhD. Committee Member

May 2013

Copyright Patricia M. Happ 2013 [email protected]

The term Flexible Occasional Bikeshare (FOB) Membership was created by the author of this

handbook and may only be used with appropriate citation of the author and document.

Keywords: Bikeshare, Flexible Occasional Bikeshare (FOB) Membership, PAYGO, Bicycling,

Transportation, Bikeshare Key, Bikeshare Membership, Non-motorized Transportation
mailto:[email protected]:[email protected]


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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

Happ 2013

Table of Contents

Executive Summary

1. Introduction .............................................................................................................................. 12. What is FOB Membership? ....................................................................................................... 3

2.1. Definition............................................................................................................................... 3

2.2. Bikeshare Membership Categories and FOB Membership Option ....................................... 3

2.3. Implications for Data Collection ............................................................................................ 5

2.4. Pricing .................................................................................................................................... 7

2.5. Revenue ................................................................................................................................ 8

3. Case Studies .............................................................................................................................. 9

3.1. Bixi Montreal ......................................................................................................................... 9

3.2. Barclays Cycle Hire of London ............................................................................................. 10

3.3. Paris Vlib ........................................................................................................................... 11

4. Evaluation ............................................................................................................................... 13

4.1. FOB Opportunities and Risks............................................................................................... 13

4.2. FOB Membership and Bikeshare Program Goals and Objectives ....................................... 17

5. Recommendations for Implementation ................................................................................. 20

5.1. Goals and Objectives ........................................................................................................... 20

5.2. Designing a FOB Membership Option ................................................................................. 20

5.3. Pilot Study ........................................................................................................................... 23

6. Conclusion ............................................................................................................................... 25

7. Bibliography ............................................................................................................................... i8. Table of Figures .......................................................................................................................... v

9. Appendix A: Data and System Improvement: The Virginia Tech Casual User Study ................ vi

10.Appendix B: Methods ............................................................................................................. viii


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Executive Summary

Public bikesharing systems provide access to shared bicycles for short-term transportation. Bikesharing is

experiencing rapid expansion throughout the world in response to a growing demand for sustainable

transportation. Flexible Occasional Bikeshare (FOB) Membership is a new term describing a suite of bikeshare

subscription options permitting riders to obtain a bikeshare fob, or electronic key or pass, without a paidsubscription, and to purchase ridership access in desired increments. The FOB Membership concept

complements existing bikeshare membership options and provides the first bikeshare membership model to

capture ongoing data about infrequent, casual bikeshare riders such as tourists. FOB Membership is an

umbrella term describing a suite of membership choices, some of which have been implemented by

bikeshare systems and others that are first introduced in this document. This handbook is designedto assist

bikeshare administrators in better understanding the benefits and limitations of implementing a FOB

Membership option.

FOB Membership has notable potential because these occasional bikeshare users represent the largest group

of bikeshare riders, and generates the greatest segment of bikeshare revenue. Bikesharing are experiencing

dramatic expansion, growing from 68 bikesharing systems in 2007 to 493 in 2012 (DeMaio, 2012). Futuregrowth depends on responding to rider needs and increasing options while improving system quality, and

FOB Membership provides one strategy toward this goal. The handbook is designed to inform and guide

bikeshare administrators through the decisions and choices for FOB Membership options.

Advantages of FOB Membership include the potential for enhanced user satisfaction, increased revenue

generation, comprehensive data collection, and improved outreach to underserved groups. Because they are

the largest bikeshare rider group, ensuring customer satisfaction for casual riders is paramount to creating a

successful, sustainable bikeshare system. The FOB concept captures registration information and contact

details for casual riders, providing an efficient method to gain feedback and learn about rider satisfaction

levels and preferences. Bikeshare administrators can employ the new data to make improvements to the

bikeshare system, resulting in increased ridership and improved customer fulfillment. Information gainedthrough FOB Membership can also enhance data aggregation for transportation and health studies.

Improving the bikeshare experience and providing a flexible membership option for casual or infrequent

riders can result in increased bikeshare revenue. Casual riders provide the greatest revenue for bikeshare

systems. Flexible casual rider fobs, keys, passes, and membership options can attract even more occasional

riders. The variety of FOBs key distribution options can also open casual use to new rider groups. Serving

low-income and minority populations remains a challenge for bikeshare systems. FOB Membership options

provide a potential avenue to attract these groups through lower upfront fees, no credit card holds, and

flexible passes and payments. Moreover, the FOB concept provides cash payment options to assist unbanked

members of the community.

The handbook includes case studies of three of the bikeshare systems currently implementing FOB

Membership features. Analysis of key procurement options, member pricing, as well as access provision is

presented. Using the information provided in this handbook, bikeshare system administrators and operators

will be able to understand the opportunities and risks of adding a FOB Membership to their bikeshare

membership options, and analyze potential impacts on their bikeshare system. Providing quality bikeshare

system options that reflect the needs of customers is necessary for bikeshare systems to thrive, and the FOB

Membership concept presents an avenue to enhance overall bikeshare system excellence.


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1. IntroductionPublic bikeshare is the shared rental of bicycles for transportation purposes. Bikesharing is growing

rapidly, increasing from 68 bikesharing systems worldwide in 2007 to 493 in 2012 (DeMaio, 2012). There

are nine U.S. bikeshare programs set for launch in 2013, and 33 additional U.S. and Canadian systems

currently in the planning stages (Shaheen S. , 2013). Future growth of the bikeshare industry depends on

the ability of systems to serve the needs of cities and riders. This handbook introduces the Flexible

Occasional Bikeshare (FOB) Membership concept, which allows bikeshare riders to obtain a pass or key

without a paid membership and to purchase bikeshare access as desired. FOB Membership is a growing

bikeshare subscription trend that provides unique opportunities for bikeshare system growth while

providing potential for improving rider experience.

This handbook provides new insight and analysis for why and how the FOB Membership concept can be

implemented for bikeshare systems. This is the first document designed for bikeshare system

administrators and operators who are considering adding the FOB Membership features to theirsystems suite of membership options. The handbook was written to contribute to greater

understanding of FOB Membership options, and it will

enable bikeshare system operators to evaluate the option

to answer the question: "Will the FOB Membership

concept improve our bikeshare system through enhanced

user experience and system growth?"

The document outlines the importance of data collection

for bikeshare system improvement, and how the FOB

Membership option works with bikeshare pricing andrevenue. Current bikeshare systems using FOB

Membership options are discussed for different bikeshare systems and structures. Next, opportunities,

risks and requirements for FOB are outlined to assist bikeshare systems in their needs assessment. Three

current FOB-style bikeshare subscription options are presented through case studies. Finally, the

handbook provides guidance, analysis, and recommendations for bikeshare systems to implement a FOB

Membership option.

The purpose of this handbook is to assist bikeshare administrators and operators in better

understanding the benefits and limitations of implementing a FOB Membership option. Moreover, this

document is designed to aid decision makers in evaluating FOB system features for implementation.

For this document, the term Flexible Occasional Bikeshare (FOB) Membership is a broad term

describing a suite of bikeshare membership options whereby riders can obtain a bikeshare fob (pass or

key) without purchasing a membership, and where they purchase bikeshare access for the key when

desired. The FOB subscription option separates procurement of the bikeshare key or card from

membership, registration, and or payment. These characteristics are applied differently for each

The Flexible Occasional Bikeshare

(FOB) Membership concept allows

riders toobtain a bikeshare pass or

key without a paid subscription,

and to purchase bikeshare access

in desired increments.


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bikeshare system and may use different labels. Bikeshare

systems using FOB features also use the terms Occasional

Subscriber, Express, or Daily Key to describe the

membership. The FOB Membership option shares some

characteristics with casual 24-hour bikeshare subscription,

as both generally serve infrequent riders who choose not to

purchase a longer-term membership. However, a principal

distinction between the two ridership options is that FOB

users hold an electronic fob, key or pass to check out

bicycles.

Bikeshare systems currently implementing versions of FOB

Memberships include Bixi Montreal, Capital Bikeshare of

Washington DC, Arlington and Alexandria Virginia (CaBi),

and Londons Barclays Cycle Hire. Paris Vlib is also

studied because its key distribution process uses FOBmethods that contribute valuable information to this

handbook.

Figure 1: Handbook purpose and intended audience

Information in this report was gained through case studies

of bikeshare systems using a FOB Membership option, as

well as interviews with academics and practitioners.

Furthermore, the report utilizes analysis of peer reviewed

journal articles, web sites, news articles, reports and books.

Because each bikeshare system is structured and operateddifferently, this handbook attempts to explore and

integrate unique opportunities and challenges faced by

different bikeshare systems. However, the document is not intended to be a compendium of all

bikeshare membership or payment options.

Definitions

The following terms are used in this

document:

Casual UsersBikeshare riders who have

purchased short-term bikeshare access.

Usually refers to 24-hour and 3-day users.

Flexible Occasional Bikeshare (FOB)

Membershipproviding bikeshare access

with a fob (electronic pass or key), and

without an ongoing commitment or

subscription.

Keyor PassThe electronic key fob used to

unlock bikeshare bicycles. Some systems use

an electronic card instead of a key fob. For

the purpose of this document, the term key

refers to both cards and keys.

Key ActivationWhen an electronic

bikeshare key or card is linked to a userspayment information and can be used to

check out a bicycle.

MemberA bikeshare rider who has

provided demographic and payment

information to the bikeshare system in order

to purchase access to bikeshare for a

predetermined amount of time.

Occasional SubscriptionThe name ofBixi

Montreals PAYGO plan.

Overage Feeor Usage FeeFees paid by

bikeshare riders for rides exceeding the 30 or

45 minute free usage period.

Pay-As-You-Go (PAYGO)Paying for

bikeshare access in desired increments.

RegistrationWhen a bikeshare user

provides demographic and payment

information to the bikeshare system to

purchase a membership.

RideEach time a user removes a bike from

the dock until the time they return the bike to

the dock

SubscriberA bikeshare pass purchaser.

UserA bikeshare rider or member.


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2. What is FOB Membership?This section provides the primary characteristics of FOB membership, discusses how the FOB

Membership option fits into traditional bikeshare membership grouping, and the importance of the

suite of FOB choices for bikeshare data collection and system improvement. Bikeshare pricing, including

FOB plans are included, as well as the role of FOB Membership option in bikeshare revenue generation.

2.1.DefinitionFOB Membership options describe an overall concept describing specific pricing and membership

choices provided by bikeshare systems. FOB Membership options include two unique characteristics:

separation of the bikeshare fob (key or pass) from membership, and the ability to add access to the pass

by purchasing incremental ridership time. Figure 3: FOB Membership definition(Happ 2013) illustrates

the two primary characteristics of the FOB concept.

Figure 2: FOB Membership definition (Happ 2013)

FOB Membership options describe a variety of bikeshare pricing options. The term Flexible Occasional

Bikeshare (FOB) Membership was created by the author as the best representation of the model.

2.2.Bikeshare Membership Categories and FOB Membership OptionBikeshare system memberships traditionally fall into two general categories: subscription and casual.

The FOB Membership option bridges the two membership options with keys and data collection for

infrequent users. This section discusses the traditional and FOB Membership options and outlines their

commonalities and differences.


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2.2.1. Traditional Membership OptionsSubscription memberships involve bikeshare users becoming members through a registration process.

Users provide personal information such as name, address, email address, age, and credit card number.

Upon registration, members receive an electronic key

to access the bicycles. Members pay an annual fee and

are charged trip fees for rides in excess of a

predetermined time, usually 30 minutes.

Memberships are often renewed automatically using

the stored credit card.

Casual, or short term, users do not provide personal or

demographic data to the bikeshare system to ride.

Often these riders swipe a credit card at the bikeshare

kiosk to pay for a 24-hour pass. The credit card serves

as a key, and is swiped at each subsequent kiosk to

initiate each new ride within the access period.

According to the Mineta Transportation Institute

bikeshare report, Public Bikesharing in North America:

Early Operator and User Understanding, most

bikeshare systems membership levels are generally designated into the categories of daily, weekly,

monthly and annual (Shaheen, Martin, Cohen, &

Finson, 2012). Daily and weekly lengths are often

considered casual users, while monthly and annual

subscribers are grouped as members. Figure 3:

Traditional membership levels for bikeshare systems(Happ 2013) illustrates the relationship between the

membership types.

Access for casual users is often gained through

providing payment by swiping a credit card at a

bikeshare kiosk, while access for members is gained

through registration and providing payment, contact

information and demographic details.

2.2.2. FOB MembershipFOB Membership options fits into both the casual

and the subscription/member category. Users provide identifying information to sign up for a

subscription, but incur no membership fee and pay daily rates only when riding. Bixi Montreal s

Occasional User option is described as a subscription with a lower rate per 24 -hour use ($5.00) than

the Casual User 24-hour rate of $7.00. Bixi Montreal charges members and casual users the same rates

Figure 3: Traditional membership levels for

bikeshare systems (Happ 2013)

Figure 4: FOB Membership incorporates both

casual and subscriber characteristics (Happ 2013)


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for exceeding the 30-minute free ridership window. Some bikeshare systems like Bostons Hubway and

CaBi have lower fees for exceeding the 30-minute trip fee for annual and monthly members, whereas

casual users pay higher fees for overage. Figure 4: FOB Membership incorporates both casual and

subscriber characteristics (Happ 2013) illustrates how FOB Membership spans both of the traditional

membership types.

2.3.Implications for Data CollectionFOB memberships could benefit bikeshare systems because they can help systems track demographics,

preferences, and user patterns of infrequent riders. These data can be used to improve user experience

by making system improvements favored by

casual riders. According to the United States

Department of Transportation (USDOT),

bikeshare Ridership data and customer

surveys are necessary tools to help improve

the overall service quality (USDOT Federal

Highway Administration, 2012).

Currently, many bikeshare systems casual

user registration option allows riders to gain

access through a credit card at the kiosk.

While this system provides immediate access

to a bicycle, it does not provide the

bikeshare system any information about the

rider. Figure 5: Useful casual rider characteristics and preferences that arte not collected by bikesharesystems (Happ, 2012) illustrates some of the information that bikeshare systems are missing from

infrequent riders. By tracking the movement of bicycles from station to station, bikeshare systems can

gain ridership data about casual users. FOB Membership provides an efficient method for linking that

ridership data to rider characteristics, and for reaching out through email surveys to learn about casual

rider preferences. Figure 6: Types of data captured or calculated by bikeshare systems with different

membership types demonstrates the tree primary data categories, and the membership types that

collect or have the ability to calculate those data. The figure uses CaBi Casual user and member

information as an example. However, other bikeshare systems capture similar fields and calculate

similar metrics.

Figure 5: Useful casual rider characteristics and preferences

that are not collected by bikeshare systems (Happ, 2012).


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Figure 6: Categories of data captured or calculated by bikeshare systems with different membership

types (Happ 2013).

To gain feedback from casual without contact information requires time consuming and expensive

intercept surveys. One such study in the fall of 2011, the Virginia Tech Capital Bikeshare Casual User

Surveywas successful in gaining important feedback from casual users. The study utilized graduate

students to perform an intercept survey of 340 casual users (Virginia Tech, 2011). The study captured a

snapshot of casual user demographics, opinions and preferences. It provided CaBi with important

recommendations based on the one-time study results. However, the survey was labor-intensive and

would be expensive for bikeshare systems to repeat on a regular basis.

The data are important because they assist bikeshare systems to understand casual users needs and

preferences, and make system changes accordingly. Since the Virginia Tech study, CaBi implemented

several system changes recommended by Virginia Tech as a result of the study, including adding

additional bikeshare stations to the National Mall. The survey also showed that two-thirds of CaBi casual

users were either domestic or international tourists (Virginia Tech, 2011). As a result, the study

recommended increased tourist marketing efforts. The number of monthly casual user passes

purchased more than doubled from 89,707 in September 2011 to 209,255 in September 2012. In

addition, revenue collected from riders in Arlington, comprised of membership and usage fees, rose

from covering 53 percent of CaBi costs in FY2011 to 66 percent in FY2012 (Arlington County, 2012, pp. 6-

2). While it is not known whether the study findings and recommendations directly affected the casual


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user increase, CaBi did implement several changes recommended in the surveys findings .Appendix A:

Data and System Improvement: The Virginia Tech Casual User Studyoutlines the study and results.

2.4.PricingBikeshare pricing is generally designed for keeping bicycles in circulation and promoting trips for

transportation (Kisner, 2011). This section describes how FOB users pay for services including keys or

passes, trips, and usage. Because bikeshare has a broad variety of variables and pricing options, this

document provides a few specific scenarios designed to exhibit options, pricing, and revenues across a

broad range of alternatives. Figure 7: Bikeshare member categories and associated fees (Happ 2013)

illustrates how fee structures vary with membership types.

Figure 7: Bikeshare member categories and associated fees (Happ 2013)

Bikeshare systems vary in their key distribution methods. For example, Barclays Cycle Hire allows users

to register and purchase multiple inactivated keys without ridership access. Bikeshare access is then

purchased separately as desired. CaBi charges $10.00 for a Daily Key membership, which includes one

free 24-hour trip. CaBi Daily Key cost for 24 hour use of a bicycle ($7.00) is the same as 24-Hour casual

users. However, Daily Key holders pay lower usage fees like annual and monthly members. Bixi

Montreals OccasionalSubscriber option provides keys at no charge to occasional users. Once the useractivates the key, they pay for 24 hours each time they initiate a new trip. The Occasional option gives

subscribers a savings of $2.00 per day over 24-hour casual users. In addition, they have a longer initial

free minutes time of 45 minutes and pay less than casual users for usage fees. Figure 8: Bixi Montreal

Pricing for 24-hour and Occasional Subscribers demonstrates the differences in pricing, free minutes,

security deposit, and key fees between the membership types.


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Figure 8: Bixi Montreal Pricing for 24-hour and Occasional Subscribers (Bixi Montreal, 2013)

2.5.RevenueInfrequent or casual bikeshare riders generate the greatest revenue of all bikeshare user groups.

According to the Mineta Institute bikesharing study, bikeshare systems typically generate the most

revenue from daily users who exceed the 30-minute free usage period (e.g. tour ists).(Shaheen, Martin,

Cohen, & Finson, 2012, p. 29). In an interview with BikePortland, CaBi General Manager Eric Gilliland

expressed that short-term riders are "big revenue generators" because they take longer trips and they

do not mind paying overage fees (J. Maus/BikePortland, 2013). In the first 15 months of CaBi operations,

40 percent of all CaBi casual trips exceeded the 30-minute window and incurred fees (JDantos, 2011).

These fees produce more revenue than other membership groups. From January through November of

2012, 24-hour CaBi casual riders generated $1,187,917 (Arlington County, 2012).

The Mineta Bikeshare study found that of the bikeshare systems surveyed, the largest revenue sources

collected by bikeshare operators were user fees, followed by sponsorships, and advertising (Shaheen,

Martin, Cohen, & Finson, 2012). Revenue through user fees was collected by 95 percent of bikeshare

system operators, while sponsorship fees were collected by 89 percent of the surveyed systems.

Advertising fees were collected by 68 percent of all operators. The user fees studied in the report were

generated through the most common membership levels: day pass or 24-hour pass, weekly pass,

monthly membership, and annual membership. The Mineta report does not mention FOB membership,

as it is a new bikeshare concept first introduced by this document. However, since FOB riders alsogenerally rent for 24 hours trips and do not have a yearly commitment, FOB Membership users may ride

similarly and have similar usage fees to 24-hour casual users. If this is the case, the FOB Membership

concept has the potential to generate additional revenue for bikeshare systems.


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3. Case StudiesThere are several different models for Flexible Occasional Bikeshare membership options. Case studies

for three bikeshare systems that have implemented FOB-style systems are detailed in this section.

Important features are highlighted relating to pricing structure, key procurement, and registration. Each

case study also includes information about how users obtain bikeshare keys or passes and purchase

access, and includes an illustration of the process.

3.1.Bixi MontrealBixi Montreal initiated a pilot FOB Membership option in September 2012 with its Occasional User

subscription option. According to Nicolas Blain, Development and Research Planner for Public Bike

System Company, the occasional user option grew from a desire to increase ridership and understand

casual user riding patterns (Blain, 2012). For the pilot program, Bixi handed out 400 free keys on the

streets of Montreal in an occasional subscriber pilot program. Almost half of the recipients activatedtheir key to become occasional members, so Blain decided to proceed with the program (Blain 2012).

Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure illustrates the

process for Occasional Riders to obtain a key, pay, and ride.

Bixi Montreal also plans to target prior bikeshare members. Blain estimates that there are 60,000 Bixi

Montreal members who have not renewed memberships, and presumably many retained their

inactivated Bixi key. The company plans to target this population of ex-users to re-activate their key as

Occasional Subscribers (Blain, 2012). Bixi Montreals Occasional Subscriber option allows it to track

whether the casual users represent the same demographics as annual members, whether they live in

the network, and how often they are using the system. In the summer of 2013, Bixi Montreal plans to

hand out keys at music festivals and other outdoor events. The goal is to put as many keys in users

possession as possible, assuming that a portion of the key holders will activate an occasional user

membership and begin riding the bicycles. Bixi Montreal personnel will be on-hand with computers to

activate keys so key holders can immediately activate their occasional user membership.


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Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure (Happ 2013).

Bixi Montreal provides keys at no charge to occasional users. Once the user activates the key, they arecharged $5.00 for 24 hours each time they initiate a ride, a savings of $2.00 per day over 24-hour casual

users. In addition, usage fees are charged at the annual member and 30 Day subscription rate.

Occasional subscribers receive a free 45 minutes of bikeshare use initially, whereas casual users have 30

minutes. After that, usage fees or overages for both options remain the same. Those occasional users

who are approaching the breakeven point with annual membership will be offered the option to

purchase annual memberships. With an annual membership fee of $80.50, an occasional user who rides

17 times will have surpassed the break-even point and would benefit financially from an annual

membership.

3.2.Barclays Cycle Hire of LondonBarclays Cycle Hire of London allows users to purchase multiple inactivated keys online for 3 each

(approximately $4.50 US dollars in 2013). To purchase keys, users must create an account and provide

information including name, address, phone numbers, and email address The key or keys arrive by mail

in seven to ten business days. Users can then purchase casual user 24-hour access periods for 2

(approximately $3.00) at the kiosk and online. Once the key is activated, users can ride immediately. The

keys can also be used to purchase longer term access of 7-days or a full year. Figure 10: Barclays Cycle

Hire Registration and Payment Procedure illustrates Londons process for key procurement, payment,

and ridership.


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Figure 10: Barclays Cycle Hire Registration and Payment Procedure (Happ 2013).

If casual users do not have a key, they may also use a credit card to purchase 24-hour memberships.

They then receive an access code to release the bicycles during the access period. Barclays Cycle Hire

users also may purchase keys in advance for weekly and annual memberships. They can add 7 day

access for a key for 10 ($15.00), and yearly access for 90 ($136.00) per key (Barclays Cycle Hire, 2013).

All options provide a 30-minute ride window, after which users are charged usage fees. Holders of

multiple keys must purchase access for all keys simultaneously. For example, if a user purchases three

keys and would like to purchase 24-hour access, they must do so for all three keys even if they only plan

to use one. There is no annual maintenance fee for keys once they are purchased.

3.3.Paris VlibParis Vlib bikeshare system provides free bikeshare smart cards, called Express Cards, without

memberships. Users then purchase access by activating an annual membership to use the pass. Figure

11: Paris Vlib Registration and Payment Procedure illustrates the card and payment process. The free

Express Cards can be picked up at city hall or Arrondissement council headquarters (municipal offices).

Readily-available, free express cards allow bikeshare users to avoid waiting for the traditional Vlib card

in the mail (Vlib Bikeshare, 2010). Vlibs Express Card fits into the category of FOB membership with

its free passes, and because it separates pass or key procurement from the purchase of bikeshare

access. While FOB Membership is traditionally associated with short-term access, Vlibs free Express

Cards are for annual memberships only. However, the existing system could efficiently accommodate

short-term riders should Vlib decide to implement it.


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Figure 11: Paris Vlib Registration and Payment Procedure (Happ 2013)

Providing free keys allows users to register and ride more efficiently that with other registration options.

In contrast, registrations completed through the mail take up to 15 days to process. Figure 12: ParisVlib Registration and Payment Procedure illustrates the web site instructions for activating an Express

card. Paris Vlib bikeshare users can also use their Navigo pass, a shared transit pass used for payment

of Paris buses, trams, and trains, as a Vlib bikeshare key. The pass must be activated for bikeshare the

same way as the express card. The express cards and Navigo passes may not be activated for short-term

1-day and 7-day use. Navigo short-term registrations can be completed online, by smart phone, or at

Vlib stations.

While express cards be used for 24-hour trip FOB membership, having a structure in place for free card

distribution without memberships opens up possibilities for future FOB Membership should Paris Vlib

bikeshare decide to implement the scheme.

Figure 12: Instructions for Activating Vlib Express Card with image of card with bikeshare station card

reader. (Velib Bikeshare, 2010)


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4. EvaluationOnce a decision is made to implement a FOB Membership option, a suite of features and target

customer groups must be selected based on the bikeshare systems characteristics, requirements, and

goals. To aid in evaluation, this section explains FOB Membership opportunities and risks. Pairing

bikeshare system goals and objectives with FOB Membership features is also outlined. Finally, the

section discusses pilot program implementation and evaluation.

4.1.FOB Opportunities and RisksThe FOB Membership option is a bikeshare subscription option that provides a potential avenue for

bikeshare systems to grow in ridership, revenue, and size. FOB can provide incentive for infrequent and

potential users to try bikeshare and become regular riders. However, careful evaluation of FOB options

for each bikeshare system is needed to determine whether the risks of implementation outweigh the

benefits. This section details the opportunities for the FOB Membership option, as well as the risks.

4.1.1. Opportunities for Bikeshare SystemsThe FOB Membership option presents many prospects for improving bikeshare form, function, and user

experience. This section outlines the benefits of FOB for bikeshare systems.

4.1.1.1. Increase in RidershipThe FOB Membership option provides potential opportunities to increase overall bikeshare ridership by

providing flexible membership options that may attract new groups to bikeshare. FOB options may also

encourage occasional riders to ride more frequently because they are already holding a bikeshare key.

Furthermore, those deterred by the time-consuming kiosk casual user signup process may decide to rideusing a FOB option. During the Virginia Tech Casual User Study, researchers noticed that potential casual

riders frequently began the casual user signup process and did not complete it because they had

difficulties using or reading the screen of the kiosk (Buck, Virginia Tech Urban Affairs and Planning

Graduate Student , 2012). Some in this group of potential users may have ridden if they had a FOB

Membership key and were able to skip the kiosk casual user sign up.

Preliminary results of Bixi Montreals FOB-style membership, the Occasional User option, provided in

interviews indicate that there were 500-600 occasional users in the first 6 weeks of the program, and a

small percentage of these are riding frequently (Philibert 2012). Moreover, Philibert found that

activation levels indicate strong support for the occasional user option, as more than half of Montrealerswho received free keys activated occasional subscriptions. However, Bixi Montreal does not yet have

firm statistics about usage and ridership. Bixi Montreals occasional user option was initiated in

September 2012 and is still being tested (Philibert, 2012).


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4.1.1.2. Enhanced Data CollectionSince FOB Membership option users register and provide a contact email address, bikeshare systems can

send surveys by email. These surveys can capture additional demographic data, as well as user

preferences and customer satisfaction feedback. Bikeshare systems can use these data to make changes

to the system to better serve users needs. If FOB users register and provide contact data, the bikeshare

system can send email surveys similar to what is currently done for annual members. Bikeshare systems

use annual email member surveys to gather detailed data on user demographics, trip characteristics,

and satisfaction (LDA Consulting, 2012). Bikeshare systems can learn valuable information by pairing

ridership data with demographic information gathered through user registration. User surveys are

already gathering valuable data for annual members, but learning about FOB riders will add to the

greater body of data and help bikeshare systems serve these users.

4.1.1.3. Increased Revenue GenerationTourists and frequent casual riders are among the potential target customers for a FOB Membership

option. If FOB riders have similar ridership patterns as casual users, they could increase overall revenue

generation for the bikeshare system. According to CaBi General Manager Eric Gilliland, tourists are thesystems greatest source of revenue because they take longer rides and pay more usage fees than CaBi

members (J. Maus/BikePortland, 2013). Casual users purchase approximately five times the number of

memberships as annual members. In addition, casual users make up 71 percent of trips over 30 minutes

(Arlington County, 2012, pp. 6-3). CaBi credits DCs tourists with its ability to recover all operating costs

through user fees (J. Maus/BikePortland, 2013). Although the primary goal of many bikeshare systems is

not revenue generation, the income from a FOB Membership option can be beneficial to the growth of

the system.

4.1.1.4. FOB Riders May Become Annual MembersThe FOB Membership concept can be a low-risk method for users to transition to annual membership.

Since there is no or low upfront costs, the FOB Membership option may convince hesitant users to try

the system, especially if they are given a free key and can ride immediately. Frequent FOB riders find

that their ridership level could justify purchasing an annual membership. Bixi Montreal plans to call

occasional users who have exceeded the breakeven point between occasional ridership and

membership to offer them annual memberships (Crivello, 2012).

4.1.1.5. Improved Safety for Bicyclists and PedestriansFOB Membership is designed to result in greater numbers of bikeshare riders. Greater numbers of riders

increases overall rider safety through the safety in numbers effect, where more riders overall

increases the safety of all riders (Jacobsen, 2003). Bikeshare has also been shown to increase overall

bicycling, and according to the report Public Bikesharing in North America: Early Operator and User

Understanding, 72percent of bikeshare members said they rode a bicycle much more often or more

often as a consequence of bike sharing (Shaheen, Martin, Cohen, & Finson, 2012). The increase in

bicyclists then creates a cyclical effect of greater safety, as increased number of cyclists has been shown

to generate public support for safer bike facilities (Speck, 2012, pp. 191-194).


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4.1.1.6. Member RetentionThe FOB Membership option provides a convenient, low or no cost option for users to have continuous

convenient access to the system without a financial commitment. FOB memberships could be used as a

vehicle for retaining annual members who cancel their subscriptions because they do not ride frequently

enough to justify the annual fee. In 2012, 26 percent of CaBi annual members rode less than five times

(Lachman, 2012). These members might otherwise cancel membership because the annual fee does not

justify retention. However, the FOB Membership option gives them an affordable option to stay with

CaBi. As mentioned earlier, the thousands of Bixi Montreal members who have allowed memberships to

expire may still possess their inactivated Bixi key (Blain, 2012). According to Blain, this population of ex-

users will be targeted to re-activate their key as occasional users (Blain, 2012).

4.1.1.7. Equitable Bikeshare AccessFOB Membership optionsminimal upfront fees and payment only for rides taken may assist in lowering

financial barriers to bikeshare. Bikeshare programs designed for lowering access barriers for low income

and under-represented communities have generally met with mixed success (Buck, 2012). Bikesharing

has been criticized for serving affluent patrons and ignoring the poor and minorities, yet critics arguethat poor residents need to be encouraged to ride bikeshare since they often experience higher rates of

obesity and diabetes (Meyer, 2012). A 2011 CaBi annual member survey showed that bikesharing helped

members save an average of $819 per year on personal travel costs (Capital Bikeshare, 2012). This

savings could be particularly meaningful to lower and middle income earners, who often pay a higher

percentage of income on transportation.

The FOB Membership option model could also help bikeshare systems move toward income equity

because it removes up-front annual member fees. With the FOB Membership option, users pay only

when they purchase access. Moreover, users avoid the credit card hold, which poses a barrier for some.

FOB users do not need a credit card preauthorization hold because they will have a credit card

authorized as part of registration. For example, Bixi Montreal requires a $250 credit card security

deposit held for three to ten days for casual users, but no credit card hold for occasional subscribers

(Bixi Montreal, 2013).

Unbanked residents who do not have credit cards or bank accounts could pay cash for FOB Membership

access and pre-load bikeshare trips onto keys. Additionally, community and transit organizations serving

these groups could work with the bikeshare system to provide discounts or keys already loaded with

access to unbanked riders so they could use bikeshare for free or at low cost.

4.1.1.8. Custom Online Tracking PageMany bikeshare systems provide a personal online page as for members. The page allows users to log inand view account statements and trip information. For example, CaBis personal page provides users

with distances ridden, calories burned, CO2lbs saved, stations, and number of rides (Capital Bikeshare,

2012).


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4.1.1.9. Rapid Key Replacement and ReactivationBoth FOB Membership riders and annual members could also benefit from freely-available keys when

they need to replace a broken or missing key. Using the current system, many bikeshare systems replace

keys by mail which takes seven to ten business days. If keys are available at municipal offices throughout

the city such as in Paris Vlib, annual members could pick up a new key and go online to link it to their

account.

Former annual members who cancelled membership but retained their deactivated key can reactivate

the key for FOB Membership option use. According to Nicolas Blaine of Bixi Montreal, there are

approximately 60,000 key holders in Montreal who are no longer Bixi Members (Blain, 2012). As noted

earlier, having a simple way to re-activate their key without a membership fee could incentivize some of

these Montrealers to re-join Bixi as Occasional Subscribers. However, this may not be applicable for

bikeshare systems that have low rates of member cancellations. For example, CaBi had only 409

cancellations (2.8 percent of members) in 2011 and 2.9 percent, or 503 cancellations in 2012 (Lachman,

2012).

4.1.2. FOB Risks for Bikeshare SystemsThe FOB Membership concept presents several risks for bikeshare systems and riders, including the

possibility of higher costs and concerns about data security. This section details some of the potential

disadvantages associated with implementing a FOB Membership option.

4.1.2.1. Potential Decrease in Annual MembershipThe FOB Membership option might potentially encourage annual members who rarely use the system to

quit their membership in favor of FOB. Many bikeshare systems currently have options for membership

and casual ridership. Users who want the convenience of owning a bikeshare pass must purchase an

annual membership. If FOB Membership provides passes at low or no cost, users may choose not to

purchase memberships. In 2012, 34 percent of CaBi annual members paid the membership fee and rode

fewer than 10 times (Lachman, 2012). Depending upon when they joined CaBi, these members may

have not broken even on their membership investment. If other bikeshare systems have similar

percentages of inactive members and they switched to a FOB membership, bikeshare systems could lose

annual members and their associated revenue.

4.1.2.1. Key or Pass CostBikeshare systems implementing FOB must invest in large numbers of keys or passes to distribute to

potential members. There is a risk that those keys or passes to be discarded without use, leaving the

bikeshare system without any revenue for the financial key or pass outlay. To mitigate the cost,

bikeshare systems can charge a key fee to individual FOB members or to sponsoring organizations. CaBi

and Barclays Cycle Hire of London users pay for their keys, which assists with key cost recovery.

Although it provides less financial risk for the bikeshare system, some users may be dissuaded by key

fees.


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4.1.2.2. Data Security ConcernsSome bikeshare users may choose casual use over FOB Membership over concerns for security of their

personal data. Most bikeshare casual user options do not require users to provide demographic data

such as email or home address. As such, casual ridership is ideal for users who do not wish to share their

personal information. Although the FOB Membership option requires users to provide contact details

and demographic data, most bikeshare systems have data security and privacy policies preventing

outside sharing of personal data. For example, the Barclays Cycle Hire user agreement states that the

bikeshare system will use your personal information for the purposes of customer services and

administration of Barclays Cycle Hire, the provision of travel related information, customer research and

fraud prevention. Your personal information will be properly safeguarded and processed in accordance

with the requirements of the Data Protection Act 1998 (Barclays Cycle Hire, 2013). If data security

concerns are found to be driving potential members away from bikeshare, one FOB option is to provide

an option to pay cash to load bikeshare access on the key or pass.

4.2.FOB Membership and Bikeshare Program Goals and ObjectivesTo implement a new pricing option such as the FOB Membership option, bikeshare systems should

determine how the new model will help accomplish stated system goals and objectives. Each bikeshare

system may have different goals, which will guide its selection FOB Membership choices for users. As a

sample of how a FOB Membership option can meet unique bikeshare goals and objectives, this section

looks at two examples: Puget Sound Bike Share and CaBi. Figure 13: Bikeshare System Goals and

Objectives Mapped to FOB Membership Features cross-references bikeshare system goals and

objectives with the methods by which the FOB Membership option can help the bikeshare system

achieve them (Happ, 2012; Arlington County, 2012; Puget Sound Bike Share, 2013).


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Bikeshare System

Goals and Objectives

Method: How FOB Membership option

can Achieve The Goals and Objectives

CaBi

(Arlington County, 2012)

Puget Sound Bike

Share(Puget Sound Bike

Share, 2013)

How a FOB Membership option can help the

bikeshare system accomplish the objective

Divert vehicle miles traveled

from automobile to bicycle.

Reduce carbon

emissions from the

transportation sector.

Increased ridership by new occasional subscribers

may divert vehicle miles traveled (VMT) from auto

to bicycle. Benefits of bike sharing include reduced

vehicle-miles traveled, health benefits, and relief

of traffic congestion. A bikeshare member study

conducted by Shaheen et al. showed that as a

result of bikeshare, 40 percent of survey

respondents reduce their automobile trips

(Shaheen, Martin, Cohen, & Finson, 2012).Foster improved public health

by increasing bicycle vehicle

miles traveled.

Increase the

opportunity for

residents and visitors

to take part in healthy

physical activity.

Increased ridership by new FOB Membership

option subscribers could increase bicycle VMT.

Bikeshare has also been shown to increase overall

bicycling. In Shaheens report, 72percent of

bikeshare members said they rode a bicycle

much more often or more often as a

consequence of bike sharing (Shaheen, Martin,

Cohen, & Finson, 2012).

Support regional and local

economic development in

transit-oriented, mixed-use

communities.

Increased ridership can help local economies and

small businesses because bicyclists spend more

locally (Snyder, 2012).

Minimize operating costs while

providing an effective service at

the regional and local levels.

Develop a regional

bike share system that

allows multiple

jurisdictions to

participate and

provides a consistent

user experience and

single pricing

structure.

A pilot program will be needed to better

understand required service levels and operating

costs, i.e. marketing and additional call center

costs. The bikeshare operator ensures a uniform

user experience and the FOB Membership option

system will need to do so as well.

Provide cost-competitive

transportation for individual

users.

Fund the system using

a diverse range of

sources and provide abalanced mix of public

and private

involvement.

The FOB Membership concept has no or low up-

front fees, so it could be affordable for groups

who cannot pay for an annual bikeshare fee.However, annual membership may be less costly

than FOB Membership for frequent riders.


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Happ 2013 19

Bikeshare System

Goals and Objectives

Method: How FOB Membership option

can Achieve The Goals and Objectives

CaBi

(Arlington County, 2012)

Puget Sound Bike

Share

(Puget Sound Bike

Share, 2013)

How a FOB Membership option can help the

bikeshare system accomplish the objective

Attract a wide variety of users

including by age, race, income,

and gender.

The occasional user option has no up-front fees,

so it could be affordable for groups who cannot

pay an annual fee. Lower barriers to entry: with no

upfront fees, it can be more affordable for users

with lower incomes. The kiosk may be hard to

understand and operate for older users, so being

to skip the kiosk might attract older users.

Increase the reach of other

transportation modes that

complement bicycle use,

particularly transit and walking.

Provide a new mobility

option for the region

that extends the reach

of public transit.

Bike sharing often serves to facilitate first- and

last-mile linkages between transit and destination.

Provide mobility through

bicycle and transit connections

to Arlington residents,

employees, and visitors to and

between Regional Activity

Centers and mixed-use

corridors.

Potential increased ridership can precipitate

funding for additional stations to increase reach

and connections. Data could enable new station

placement serving larger numbers of riders.

Increase bicycle and transit

mode share for a variety of trip

types, contributing to the

County objective of an annual

one-half percent SOV mode

share reduction.

Potential increased ridership by new occasional

subscribers may divert VMT from auto to bicycle.

43 percent of Denver B-Cycle users said they

replaced auto trips with bikeshare trips. (Denver

B-Cycle, 2010)

Reduce bike sharing crashes

and encourage a culture of

safety among users.

The FOB Membership option is designed to result

in greater numbers of bikeshare riders. Increased

number of cyclists has been shown to improve

safety and generate public support for safer bike

facilities (Speck, 2012, pp. 191-194).

Figure 13: Bikeshare System Goals and Objectives Mapped to FOB Membership Features

(Happ, 2012; Arlington County, 2012; Puget Sound Bike Share, 2013).


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Happ 2013 20

5. Recommendations for ImplementationThis section outlines FOB Membership option recommendations derived from the case studies,

interviews, and literature review outlined in this handbook. These suggestions flow from evaluation andsynthesis of information gained in the creation of this report. Each bikeshare program is unique and the

FOB Membership option may not be a solution for all systems. Most systems implementing FOB will

require a design corresponding to their goals and requirements. The following steps and

recommendations will help administrators select the needed FOB Membership suite of options.

5.1.Goals and ObjectivesBikeshare administrators should consider how a FOB Membership program will help their bikeshare

program achieve system goals and objectives. The bikeshare system goals and objectives should guide

selection and implementation of a FOB Membership option. Bikeshare goals and objectives aresometimes conflicting. For example, annual members tend to take frequent short rides without usage

fees, while casual riders generally incur usage fees by spending more time on the bicycle. Therefore,

increasing the number of annual bikeshare members may add to overall bikeshare system ridership and

reduce VMT without a significant increase in bikeshare revenue, while increasing the number of casual

or infrequent riders can greatly boost bikeshare system revenue. Section 4.2 FOB Membership and

Bikeshare Program Goals andObjectives provides an example of how FOB options can be paired with

bikeshare goals and objectives.Targeting system aims to FOB Membership features will also assist with

selecting which FOB Membership options to implement.

5.2.Designing a FOB Membership OptionFOB Membership can provide flexibility and responsiveness for bikeshare. Each bikeshare system can

offer casual, annual, and FOB Membership options designed for the system and communitys unique

needs. The information in this section will assist bikeshare operators and administrators in designing a

FOB Membership option for the systems requirements.

5.2.1. Select Target FOB Membership CustomersTarget FOB Membership customers include groups such as local residents, tourists, conference

attendees, and underserved communities. Depending on the characteristics of the community,

bikeshare administrators can decide which customers might serve the goals of their bikeshare system.

This section discusses three potential target groups.

5.2.1.1. Local ResidentsLocal resident groups could be targeted for the FOB Membership option, as they are often repeat riders.

The Virginia Tech Casual User Survey indicated that 43 percent of CaBi casual users surveyed lived within


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the local Washington DC Metropolitan area (Virginia Tech, 2011). Furthermore, 29 percent of casual

users were repeat users of the CaBi system (Virginia Tech, 2011). Almost 40 percent of these repeat

users had purchased a 24-Hour or 5-Day membership three or more times. The convenience of the FOB

Membership option may even encourage local residents to ride more frequently.

5.2.1.2. TouristsTo attract tourists, bikeshare systems can provide passes or keys at festivals, concerts, conferences, andarrival locations. For large giveaways and events, on-site bikeshare personnel could be at giveaway sites

with tablet computers to instantly register users and activate keys. Additionally, a streamlined key

activation smart phone app could facilitate immediate user registrations. Instant registration can

facilitate bikesharing for tourists because once they are registered, tourists could ride immediately.

CaBi could provide keys to tourists at arrival and accommodation locations. As mentioned earlier, the

2011 Virginia Tech Casual User study showed that two-thirds of CaBi casual users were either domestic

or international tourists (Virginia Tech, 2011). FOB Membership could provide keys at airports, train and

bus arrival locations. The CaBi study noted that approximately 40 percent of Washington DC domestic

and international tourists arrive by airplane, 10 percent by train, and 10 percent by bus (Virginia Tech,

2011).

5.2.1.3. Underserved CommunitiesThe FOB Membership option can be designed to attract traditionally underrepresented bicycling

demographic categories. Systems might consider giving free, pre-loaded passes as transportation to

community organizations that provide assistance and community services to underserved communities.

Bikeshare programs can conduct an outreach campaign and a program to help unbanked residents

receive FOB Membership passes or keys and pay cash for bikeshare access. Other places to provide keys

could include churches, festivals, and employment centers. Furthermore, FOB memberships can draw

new members to bikeshare in neighborhoods with under-utilized bikeshare stations.

5.2.2. Decide on Keys and PassesFOB Membership provides a myriad of options for bikeshare keys or passes, and an opportunity for

future integrated transit passes. This section provides details about targeting specific groups for FOB

Membership, as well as a discussion of how FOB can facilitate shared public transit passes.

5.2.2.1. Key or Pass DistributionThe methods for key or pass distribution vary depending on which groups the bikeshare system targets

for FOB Membership. To target conference attendees, tourists, or concert-goers, organizations can

purchase pre-loaded keys from the bikeshare system and give them away for promotions. For example,conference organizers could provide bikeshare keys with one day of free rides (one trip) during the

conference. This could reduce auto traffic and enhance movement of conference attendees between

conference locations or to tourist attractions. To target residents and those new to bicycling, keys could

be distributed at bicycling awareness and education events like the Washington Area Bicycling

Associations bike commuting seminars. Other pass options include charging an upfront fee for the key


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like Barclays Cycle Hire, or have users pay for the key and provide first ride free. Another alternative is to

allow users to purchase bikeshare access at a discounted per-ride fee.

5.2.2.2. Integrated Public Transit-Bikeshare PassOne strategy for providing users with convenient access to bikeshare keys or cards is through public

transit passes linked with bikeshare. Paris Vlib bikeshare system has a common public transit pass thatincludes bikeshare. Vlib allows users to check out bikeshare bicycles using the Navigo Pass, which is

also used on city buses and trains. According to Susan Shaheen of the Mineta Institute, no North

American bikesharing system was using common bikesharing-transit passes as of May 2012 (Shaheen S. ,

2012). Integrated transit passes are common in Western Europe, where German verkehrsverbunds, or

regional transit organizations, use common bus and rail passes to create a high-quality, uniform, and

convenient transportation experience (Transportation Research Board, 2001). Riders can use a single

pass to ride different types of public transportation. Frieburg, Germany doubled its public transportation

ridership with transit-friendly initiatives including implementing a shared transit ticket with which riders

could travel by bus, light rail and heavy rail (Buehler & Pucher, 2011).

5.2.3. Select a Pricing PlanPricing FOB Membership options involves designing how users pay for services including keys or passes,

trips, and usage. Many bikeshare systems price their options with an objective of promoting short trips

for transportation and frequent turnover (Kisner, 2011). The pricing section of this document describes

how the FOB Membership concept member fees fit into common existing bikeshare pricing options.

The FOB Membership option can be priced similarly to existing casual user programs, or can be more

attractively priced to incentivize subscribers. Bixi Montreals Occasional subscribers pay $5.00 per 24-

hour trip, a savings of $2.00 from the $7.00 casual user price (Bixi Montreal, 2013). In addition,

Occasional riders have a 45-minute free period per ride while casual users only have 30 minutes. Theyalso are not required to have the ten-day $250 security hold on their credit card, which is mandatory for

casual users (Bixi Montreal, 2013)

5.2.4. Choose a Registration ModelThe FOB Membership option can serve new groups by providing new, streamlined registration options.

Providing instant in-person passes and registration options is one such method. Less technology-savvy

users and older users who are more accustomed to in-person transactions may be attracted by the fact

that they can sign up and have a bikeshare employee do the computer entry. Bikeshare representatives

with computers can register FOB Membership users quickly. For example, the bikeshare system might

have booths at fairs and festivals where attendees could pick up a key and activate it on the spot. Uponactivation, users could then check out a bicycle and ride immediately.

5.2.5. Create a Customer Service PlanWhen implementing a FOB Membership option, call center personnel will need to be trained and scripts

updated to reflect assistance for FOB customers. This may include instructing users where to pick up or


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Happ 2013 23

purchase keys or passes, how to activate keys, and how to switch from FOB to annual membership. Bixi

Montreal is using their call center to make phone calls to canceled members to offer Occasional

membership subscriptions. The Bixi Montreal call center personnel are also phoning Occasional

subscriber members who are riding frequently to notify them when their Occasional User expenditure

approaches the breakeven point for switching to annual membership.

5.2.6. Create an Information Technology PlanImplementing a FOB Membership option will involve updating code, databases, kiosks, and instruction

manuals. An information technology (IT) plan should include plans and requirements for programmatic

changes necessary for the new data requirements of the FOB option.

5.3.Pilot StudyFOB Membership option pilot programs can provide important information about implementing a full

FOB program. A pilot study is recommended to determine what suite of FOB Membership options would

work best for each unique bikeshare system.

The pilot program can monitor usage of the keys to track the effects of distribution location and type of

venue on occasional user registration and ridership. The pilot study could monitor ridership based on

limited key distributions to determine occasional subscribers travel patterns, as well as the effect on

available bikes and docks. FOB Membership option evaluation should include both analysis of ridership

patterns and surveys of rider demographics and preferences.

After the pilot program, the plan should provide a decision matrix to evaluate whether to proceed with

full-scale implementation of the FOB Membership option, and at what scale, price, timeframe, and

capacity. The results will aid bikeshare operators and administrators in choosing whether to proceedwith the FOB Membership concept and what options to offer based on the individual goals of each

system. Figure 14: Sample Pilot Evaluation Metrics provides a sample of metrics that could be

evaluated and used to adjust the FOB Membership implementation.


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Happ 2013 24

Figure 14: Sample Pilot Evaluation Metrics


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Happ 2013 25

6. ConclusionCities worldwide are implementing bikesharing in response to a growing demand for sustainable

transportation. Bikeshare system membership structures need to be flexible and responsive to new

groups of potential riders. Membership choices are continuously evolving, and the FOB suite of

membership options provides a new and important contribution to the bikeshare membership space.

Bikesharing programs must overcome several challenges to ensure future growth, including better

understanding of usage patterns and rider needs and preferences, and expanding user base to new

groups. This handbook for bikeshare administrators and operators presents an investigation of the

growing FOB Membership concept and identifies an evolving area of bikeshare membership research.

Ongoing research is required to better illuminate how FOB memberships can improve bikesharing in the

areas of fob, key or pass distribution, membership models, pricing, and outreach to underserved groups.

FOB Membership is a new concept, and further study will aid in understanding its affect on overall

bikeshare ridership. Research on bikeshare membership models and data aggregation for transportationand health studies will contribute to greater understanding of the role of bikesharing in sustainable

transportation and public health. The FOB Membership concept promises to play an important role for

expanding transportation strategy and contributing to quality and growth of the expanding bikeshare

industry.


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7. BibliographyArlington County. (2012).Arlington County Capital Bikeshare TRANSIT DEVELOPMENT PLAN Fiscal Years

2013 to 2018.Washington DC: Foursquare Integrated Transportation Planning.

Arlnow.com. (2012, March 5). Coupon in Mail for Free Bike Helmet, CaBi Membership. Retrieved

November 20, 2012, from Arlington Now: http://www.arlnow.com/2012/03/05/coupon-in-mail-for-

free-bike-helmet-cabi-membership/

Barclays Cycle Hire. (2013). Barclays Cycle Hire / Costs. Retrieved March 8, 2013, from Barclays Cycle

Hire: http://www.tfl.gov.uk/roadusers/cycling/14811.aspx

Bixi Montreal. (2013). Ride With BIXI. Retrieved March 10, 2013, from Bixi Montreal:

https://montreal.bixi.com/subscription

Blain, N. (2012, November 16). Development and Research Planner for Public Bike System Company. (P.

Happ, Interviewer)

Buck, D. (2012). Encouraging Equitable Access to Public Bikesharing.Alexandria, VA: Virginia Tech .

Buck, D. (2012, November 18). Virginia Tech Urban Affairs and Planning Graduate Student . (P.Happ,

Interviewer)

Buehler, R., & Pucher, J. (2011). Sustainable Transport in Freiburg: Lessons from Germanys

Environmental Capita. International Journal of Sustainable Transportation, 28.

Capital Bikeshare. (2012). CaBi Dashboard. Retrieved November 19, 2012, from capitalbikeshare.com:

capitalbikeshare.com

Capital Bikeshare. (2012, October). Capital Bikeshare membership. Retrieved November 18, 2012, from

CapitalBikeshare:

http://cabidashboard.ddot.dc.gov/CaBiDashboard/#Membership/StartDate=4/30/2012EndDate=9/30/2

012PubDate=9/30/2012

Capital Bikeshare. (2012). Monthly Report 12-10.Washington DC: Capital Bikeshare, Alta Bikesharing.

Crivello, G. (2012, October 24). Director Business Development for Public Bike System Company (PBSC).

(P. Happ, Interviewer)

Davis, V. (2011, January 31). Why is Capital Bikeshare usage low east of the river?Retrieved November23, 2012, from Greatergreaterwashington.com: http://greatergreaterwashington.org/post/9020/why-is-

capital-bikeshare-usage-low-east-of-the-river/

DeMaio, P. (2012, December 31). 2012 Bike-share Year in Review . Retrieved May 1, 2013, from The

Bike-sharing Blog: http://bike-sharing.blogspot.com.au/2012/12/2012-bike-share-year-in-review.html


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Shaheen, S. (2012, February 22). Co-director of the Institute of Transportation Studies Transportation

Sustainability Research Center (TSRC) at the University of California (UC), Berkeley. (P. H. (email),

Interviewer)

Shaheen, S. (2013, April 15). Co-Director of the Transportation Sustainability Research Center (TSRC),

and L ecturer in the Department of Civil and Environmental Engineering at the University of California,Berkeley. (P. H. (Email), Interviewer)

Snyder, T. (2012, March 23). Why Bicyclists Are Better Customers Than Drivers for Local Business .

Retrieved November 25, 2012, from DC Streets Blog: http://dc.streetsblog.org/2012/03/23/why-

bicyclists-are-better-customers-than-drivers-for-local-business/

Soneji, S. (2011, January 21).Arlington County Commuter Services: Capital Bikeshare takes off in Crystal

City. Retrieved November 23, 2012, from CommuterPageBlog, Arlington County Commuter Services:

http://www.commuterpageblog.com/2011/01/capital-bikeshare-takes-off-in-crystal-city.html

Speck, J. (2012). Walkable City: How downtown can save America, one step at a time.New York: Farrar,

Straus, and Giroux.

Square. (2012). Square. Retrieved November 17, 2012, from Square: https://squareup.com/

Transportation Alternatives. (2009). Safety in Numbers. Retrieved March 15, 2013, from Transportation

Alternatives:

http://www.transalt.org/files/newsroom/streetbeat/2009/June/0604.html#safety_in_numbers

Transportation Research Board. (2001). Policies and Practices Favorable to Transit in Western Europe

and Canada. Making Transit Work: Insight from Western Europe, Canada, and the United States --

Special Report 257, 184.

USDOT Federal Highway Administration. (2012). Bike Sharing in the United States: State of the Practice

and Guide to Implementation.Washington DC: USDOT Federal Highway Administration.

Velib Bikeshare. (2010). Velib Bikeshare Subscriptions-and-fees. Retrieved April 14, 2013, from Velib

Bikeshare: https://aboen-paris.cyclocity.fr/Subscriptions-and-fees

Vlib Bikeshare. (2010). Vlib FAQs. Retrieved March 10, 2013, from Vlib Bikeshare: https://aboen-

paris.cyclocity.fr/How-it-works/FAQ2

Virginia Tech. (2011). Capital Bikeshare Study: A Closer Look at Casual Users and Operations.Alexandria,

VA: Virginia Tech Urban Affairs and Planning Studio Class.


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Images

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http://www.flickr.com/photos/mr_t_in_dc/6219068208/

http://www.urbanedgeny.com/apartment-living-blog/nycs-bike-share-program-citi-bike-is-actually-really-maybe-

coming-in-may/

http://girlsguidetoparis.com/wp-content/uploads/2011/10/IMG_4226_use_first.jpg

http://upload.wikimedia.org/wikipedia/commons/2/27/Barclays_Cycle_Hire_Key.jpg

http://blogs.arts.ac.uk/sustainability/files/2010/07/boris_cycle_hire.gif

http://www.my-how-to-draw.com/images/how-to-draw-stick-figures_09.jpg

http://3.bp.blogspot.com/-jBA0riXWX80/TdpTtbolx0I/AAAAAAAACxs/ufQPbh8Y5vg/s1600/bixi%2Bbikes.jpg

https://aboen-paris.cyclocity.fr/var/paris/storage/images/paris/abonnement-dematerialise/dossier-cartes-de-

transport/express/30725-17-eng-GB/Velib-Express_visuel_deposit.jpg

http://green.blogs.nytimes.com/2009/05/13/montreal-inaugurates-continents-most-ambitious-bike-sharing-

program/

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http://m.duffy.com/wp-content/uploads/2011/07/NiceRide_case.jpghttp://www.my-how-to-

draw.com/images/how-to-draw-stick-figures_09.jpg

https://capital.bixi.com/
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8. Table of FiguresFigure 1: Handbook purpose and intended audience .................................................................................. 2

Figure 2: FOB Membership definition ........................................................................................................... 3

Figure 3: Traditional membership levels for bikeshare systems .................................................................. 4

Figure 4: FOB Membership incorporates both casual and subscriber characteristics ................................. 4

Figure 5: Useful casual rider characteristics and preferences not collected by bikeshare systems ............. 5

Figure 6: Categories of data captured or calculated by bikeshare systems with different membership

types .............................................................................................................................................................. 6

Figure 7: Bikeshare member categories and associated fees ....................................................................... 7

Figure 8: Bixi Montreal Pricing for 24-hour and Occasional Subscribers ...................................................... 8

Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure. .............................. 10

Figure 10: Barclays Cycle Hire Registration and Payment Procedure......................................................... 11

Figure 11: Paris Vlib Registration and Payment Procedure..................................................................... 12

Figure 12: Instructions for Activating Vlib Express Card with image of card with bikeshare station card

reader. ......................................................................................................................................................... 12

Figure 13: Bikeshare System Goals and Objectives Mapped to FOB Membership Features ..................... 19

Figure 14: Sample Pilot Evaluation Metrics ................................................................................................ 24

Figure 15: Virginia Tech Casual User Survey Recommendations paired with CaBi changes since the study

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9.Appendix A: Data and System Improvement: The Virginia Tech CasualUser Study

The following Appendix was written by Patricia Happ, the author of this document, for the report Pay-

As-You-Go Occasional User Option: Implications for Capital Bikeshare(Happ, 2012). It is included in this

document because it provides valuable information regarding the importance of casual user data.

In 2011, a study addressed the casual user information deficit by capturing a snapshot in time of

casual user demographics, usage patterns and satisfaction. A Virginia Tech studio class worked with CaBi

and conducted the first ever bikeshare casual user survey, the Virginia Tech Capital Bikeshare Study: A

Closer Look at Casual Users and Operations (Virginia Tech, 2011). The study results and

recommendations illustrated how gathering and analyzing data about casual users can help increase

ridership and revenue.

The goals of the study were to evaluate preferences, transportation routes, locations, ease of use, andpricing information in order to improve overall system operation, fill information gaps, and increase

sustainable transportation options in and around DC (Virginia Tech, 2011). Graduate students

developed an intercept study in which they interviewed casual users at CaBi docking stations. The survey

of 340 users produced results and recommendations relating to the demographics, ridership patterns,

and satisfaction of CaBi casual users.

Since the study, CaBi implemented several system changes. The number of casual user passes purchased

more than doubled from 89,707 in September 2011 to 209,255 in September 2012. In addition, farebox

revenue in Arlington, comprised of membership and usage fees, rose from covering 53 percent of CaBi

costs in FY2011 to 66 percent in FY2012 (Arlington County, 2012, pp. 6-2).

While it is not known whether the study findings and recommendations directly affected the casual user

increase, CaBi did implement several changes recommended in the surveys findings. The following

section pairs some of the survey recommendations with changes made by CaBi:

Casual User Survey

RecommendationChanges made by CaBi after the study*

More stations and bicycles More than 30 percent of survey respondents said they would like to

see an increase in stations and bicycles. Since the survey, CaBi has

added 61 stations and over 400 bicycles (Capital Bikeshare, 2012)(Virginia Tech, 2011).

More Stations on the National

Mall

At the time of the study, stations with the largest number of casual

users were those closest to the National Mall. 52 percent of

respondents said that they desired more stations on the National

Mall and Downtown. After the survey, CaBi added five stations on

the National Mall and seven Downtown.


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Casual User Survey

RecommendationChanges made by CaBi after the study*

Helmets The survey showed that some casual users wanted to see helmet

rentals at CaBi stations. While helmet renting presents many

challenges, CaBi attempted to increase availability through helmet

giveaways, including mailing Arlington resident a coupon for a free

helmet and 24-hour pass (Arlnow.c

flexible occasional bikeshare membership handbook

Documents