She Rides
by Aseel Alrajhi
B.A. in Interior Design, May 2016, Marymount University
A Thesis submitted to
The Faculty of The Columbian College of Arts and Sciences of The George Washington University in partial fulfillment of the requirements for the degree of Master of Exhibition Design
May 19, 2019
Thesis directed by
Nigel Briggs Professor of Exhibition Design
Abstract of Thesis
She Rides
The exhibition is a story about how women entered the world of riding two-wheeled vehicles, and the challenges they faced during the transition of motorcycle ridership perceptions. It seeks to better explain the origins of these ridership stereotypes, their relation to gender, and how these perceptions have changed throughout history due to the socioeconomic factors that shaped these views.
The exhibition will use design concepts that reflect the power of the exhibition’s main message. Large graphics and eye-catching colors, such as red, will be used to create an emotional environment in which visitors, especially those who have a connection with the exhibition’s main message, can relate and express their stories and feelings. Stories of first women motorcyclists will be the first step at the exhibition to introduce visitors to those who stood for themselves in entering the world of motorcycles, as well as a brief history of the invention of motorcycles and their role in the history of women ridership.
This will serve to better prepare visitors to understand the major gender-based trends in motorcycle ridership.
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Table of Contents
Abstract of Thesis ...... ii
Introduction ...... 1
Overview Exhibition Topic ...... 3
Content outline ...... 4
Precedents ...... 11
Overview audience ...... 14
Site ...... 17
Interpretive plan ...... 19
Design strategy ...... 21
Narrative of visitor experience ...... 22
Conclusion ...... 24
Bibliography ...... 26
Appendix ...... 28
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List of Figures
Figure 1. The Real Women Who Ride: Women’s Moto Exhibit ...... 11
Figure 2. The Art of Motorcycles. The Guggenheim Museum ...... 13
Figure 3. Neighborhood Analysis ...... 17
Figure 4. 1900 Kendall Street NE Washington DC 20002 ...... 18
Figure 5. Recommended Bubble Plan ...... 19
Figure 6. Visitors’ Flow ...... 22
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Introduction
She Rides is an exhibition that addresses the story behind motorcycles and gender ridership perceptions. It will cover social and historical content that shows the origins and the history behind these perceptions. It will take place in the North East quadrant of the nation’s Capital, specifically at Ivy City, one of the up and coming neighborhoods in
Washington DC. The site is a historical warehouse that is going to be turned into a living experience for visitors, especially my target audience, which is women who have an interest in motorcycles, but feel bound by gender perceptions. My target audience also includes men motorcyclists, and men in general, who still believe in the gender barriers that basically say that motorcycles are not for women. This exhibition will show that what is largely defined as a masculine endeavor, is an activity for everyone regardless of gender. It will show stories of women who were among the first female motorcyclists and the challenges they faced due to socio economic factors.
The struggle of female equality and two-wheeled vehicles goes back to the 1800s, when bicycles were first invented. Varda Burstyn, in The Rites of Men, points out that the original Penny Farthing and the first safety bicycles were impossible for women to ride because it limits women from wearing anything that would allow them to operate a bicycle without exposing too much skin or having clothing become stuck in the bicycle’s gears.1
This topic is relevant to what we are experience now a day. There is an ongoing movement about women equality and women’s rights all over the world. Coming from a
1 Burstyn, V. 1999. The Rites of Men: Manhood, Politics, and the Culture of Sport. Toronto: University Press.
1 conservative culture, I was surprised to find an apparent gender gap in motorcycle ridership. While I took the time to research this topic because of my passion for motorcycles, I do not believe however that this specific topic gets much attention except from those interested in motorcycles or gender equality.
If we would examine this issue through a blog or a form of academic research, we would only hope to reach a very limited audience, again those who are interested in motorcycles or gender equality. On the other hand, creating an immersive, interactive, and entertaining space will attract more people and engage more visitors beyond my target audience. The exhibition is going to take visitors on a ride of social and historical changes that demonstrates the factors behind these perceptions, and the challenges women faced. It will also be an opportunity to celebrate past and current women motorcyclists. Visitors, especially my target audience, will be able to relate to the subject matter and other visitors regardless their gender will relate to similar existing barriers they may face in other walks of life. The message and objective of the exhibition is to empower women so that they overcome any barriers that stand between them and riding motorcycles, and other gender based barriers in general, by demonstrating the historical and social content and how these factors shifted over time. The empowerment can reach beyond motorcycles to help women, men, and everyone else to overcome any gender- based discrimination.
Who should ride? What it means to be a motorcyclist? And why motorcyclists enjoy riding, are questions that are going to be answered throughout the exhibition experience.
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Overview Exhibition Topic
William Thompson (2009) demonstrates that when exploring new bikers, motorcycle culture is still largely left out of the realm of academic study, except with regard to outlaw clubs.2
Why motorcycles and gender ridership perceptions?
Because motorcycles are not just a means of transportation: motorcycles represent a range of different symbols. They could represent freedom, joy, and independence. Since the Victorian period, when bicycles were first invented, and until recently, riding two- wheel vehicles was seen as a male dominated activity. Veterans in the United States were among the first group who rode motorcycles as an expression of their desire to reconnect with the world they lived in and of the emotions of the battlefield, and to satisfy their addiction to adrenaline3. Motorcycles were used more widely by men, whether as a transportation method, or as an activity.
There were femininity standards to which women were expected to adhere.
However, since the invention of the motorcycle, women have been involved in riding.
This did not come without challenges however, as women struggled to leave their mark on the riding community4. Therefore, this exhibit is a dedication to those women that entered the world of motorcycles, and, an attempt to explain why motorcycles were
2 Blankenship, Dean. Gender, Style, Technology: The Changing Landscape of Motorcycle Culture. 1999 https://rc.library.uta.edu/utair/bitstream/handle/10106/24172/Blankenship_uta_2502M_12508.pdf?sequenc e=1&isAllowed=y
3 Wendy Moon, in American Icons (2006) 4 Maynard 2008:35 3 limited to men, and the factors (historical, social, and economic) that shaped gender ridership perceptions.
Since the exhibition attempts to highlight the challenges faced by women participating in motorcycle ridership, it will start with the stories of women who were among the first to leave their mark on the riding community and the history of motorcycles, which will help visitors to understand the origins of the subject matter. This area is going to be the hook for visitors regardless of their gender, and will aim to establish a connection with the visitors and familiarize them with the subject matter, and will set the mood for the overall message and theme of the exhibition.
Content Outline
In order to provide visitors with a concise narrative experience, this exhibition is going to be divided into four main areas that will carry the story of motorcycles and gender ridership perceptions where visitors get to choose their own path and ride to fully experience the exhibition. Based on my research, I believe that in order to effectively convey the message, the efficient plan is to divide the content that is going to be presented in a sensorial way, which means utilizing first-person stories to narrate the exhibit. This way, visitors are going to be part of the exhibit experience, and as they read and view the displays they would feel connected with the content and the objects and images. Each section will focus on specific parts of the overall story. In doing so, I am encouraging my primary target audience to connect with content that they may be more familiar with more so than other content. Hopefully they will carry this connection with them as they continue their experience of the exhibition, which will contribute to giving
4 them a better understanding of the issues related to gender perceptions in motorcycle ridership.
The exhibit will also educate visitors about the evolution of motorcycles beginning with their invention and the innovation they underwent, especially those that were made as a result of increased ridership by women. The exhibition thereby will attempt to educate visitors on the birth of ridership perceptions. They will compare and contrast the historical and social factors throughout history and hopefully they question why riding motorcycles was, or is still seen as a male dominated activity. Each section is going to be a chapter of the overall story where visitors will gain more knowledge of the exhibition’s topic.
1900 Stories & the history of motorcycles
Upon entering the exhibition, the first section will be called First Marks And its
History. This section will start off with the narrative, which will be in the ‘voice’ of the first women who rode a motorcycle5. Visitors would be introduced to the images and perspectives of the first women who entered the world of motorcycles, and the challenges they faced to make their mark in the community of motorcycle riders, such as mother and daughter Avis and Effie Hotchkiss who were the first transcontinental female motorcyclists that completed a round trip from New York to San Francisco in 1915.
Following them ARE the Van Buren Sisters who were the second and third women to drive motorcycles across the entire continent in 1916; Theresa Wallach who WAS the first to drive from London to Cape Town, South Africa crossing the Sahara desert in
5 Eva and Effie Hotchkiss, mother and daughter were the first known women to ride their Harley across the country in 1915 (Brouwer, 2012) 5 1935; Dot Robison, the first President of Motor Maids Club, which is the first female club in 1930, and Bessie Stringfield, the first African American motorcyclist, in 19286.
This section will also introduce the visitors to several terms and themes that reflect on gender ridership perceptions, such as the perceived masculinity, determination, and independence7. Large graphics and audio narration (by women) throughout this section will help explain why motorcycles were seen as a masculine activity, as well as highlight the conflict between these perceptions and those of traditional notions of femininity.
Though the graphics and texts in this area will be large in size, they will be minimal in content, as the narration in this section will mostly rely on audio narration and images of women riding motorcycles. The audio and images will also demonstrate how societies set gender ridership perceptions; the factors behind these perceptions and why motorcycle ridership was viewed as a male activity.
This section will also include photos of the evolution of motorcycles along with that of gender ridership. Photos and images will feature women who fought to be part of the
‘society of motorcycle riders’ so to speak, videos that visually demonstrate the evolution of women ridership, as well as newspaper clippings and wall paper design that highlight the challenges that stood against women’s assertiveness and aspirations to enter this world. In doing so this section will attempt to present a detailed narrative of the struggles faced by women who attempted to participate, for various factors, in an activity, or method of transportation, widely considered to be more suitable or dominated by men. The section will attempt to examine and present, with a degree of depth, the
6 http://www.americanmotorcyclist.com/Story/women-motorcycling-history 7 kenship, Dean. 1999 Christy Bunch: Factors That Influence A Woman’s Decision To Ride Motorcycles
6 cultural clash of expectations of what is masculine and feminine, as well as the clash over expected gender roles. After which, the section will attempt to concisely highlight how the subject matter is yet another example where such a cultural clash overlaps into areas of recreation, and how basic needs such as transportation and associated technological developments are subject to cultural forces. The major theme here is that motorcycles became masculine through symbolic appropriation.
There are also going to be an introduction and brief history of the birth of bicycles and the invention of motorcycles in relationship to how motorcycles’ designs and its engine changed in order to serve women motorcyclists. This section would introduces visitors to the topic and familiarize them with the expected experience. Based on my research, the origins of the stereotype related to women and motorcycles has a strong relationship with the innovation in motorcycles. Therefore, in order to better understand the origins of gender ridership perceptions and to hook visitors with the exhibition experience, there is going to be personal stories with historical content and images displayed. Here the visitors will be introduced to women motorcycling history, especially in making their mark from the early years, and learn the connections between the history of motorcycles and the birth of these perceptions. Names such as Sylvester Howard Roper who invented a steam-powered motorcycle in 1867 and Gottlieb Daimler who first invented the gas powered motorcycle in 18858 will be on display to familiarize visitors with who invented the two wheel vehicle.
8 Bellis, 2012 https://www.thevintagenews.com/2016/03/20/first-motorcycle-built-1885-called-reitwagen-riding-car/ http://motorcyclestudies.org
7 The purpose of this section is to allow visitors to explore the content from a social and historical perspective, to introduce visitors to an overview of motorcycles and their history, and to set the tone for visitors throughout the exhibition. This area would rely heavily in its content on images of women motorcyclists and their personal stories, as well as the stories of motorcycle inventers. For my primary target audience, whom are women who have always wanted to participate in the motorcycles world and men who still believe that women are not capable of riding a motorcycle, this would be their fuel to start the exhibition experience and for some of them their comfort zone, as some of them might be familiar with the exhibited information.
Motorcycle Show Room
The next area of the exhibition is a motorcycles show room, where some of the first motorcycles that were ridden by women from the early years to today will be displayed, such as Theresa Wallach’s Honda Dream C77, the Harley Davidson motorcycle sidecar that Avis and her mother Hotchkiss drive it across the country9, the Kawasaki Ninja 300 that is owned by Avalon Biddle who is the first women’s European Cup winner10, and the
Honda RVF 400 that is owned by Maria Costello who held the Guinness World Record for being the fastest woman to lap the Isle of Man TT course11. Visitors in this area will learn about the motorcycle itself, its type, engine, and design. They will also draw connections between motorcycles and its use; in this case those who are planning on acquiring one will learn the basics information about each type. They will also learn the story of each motorcycle on display, such as why Avis Hotchkiss decided to ride Harley
9 https://ridermagazine.com/2015/08/04/effies-great-adventure-first-women-to-ride-cross-country/ 10 http://www.worldsbk.com/en/rider/Avalon+Biddle/6120 11 http://costelloracing.com 8 Davidson? In addition, this area will also offers an interactive space where visitors get to experience how it feels to ride a motorcycle.
The Hands on area
Schilke said: “Motorcycling is for anyone, and that’s being recognized by younger generations and nontraditional customer segments.”12
The heart of the exhibition is a hand on area where the displays will aim to connect visitors, especially my target audience, with one another. This section will present an opportunity for reflection on the information that the visitors were exposed to in previous sections, as well as an opportunity to acknowledge and share their interest in motorcycles.
The section will feature an interactive component where visitors can reflect their thoughts and share them, not only with other visitors, but also with motorcyclists worldwide. They would be able to do so via touch screen displays, where they can input their reflections and share their information, or pose questions to women motorcyclists who are already involved in the motorcycle community. It is going to be an opportunity for current motorcyclists, especially women, to participate in a wider community of motorcyclists. There is going to be information in this section about national and international motorcycle clubs, such as Women in the Wind, Carmel Curves, Smokin
Curve, Out Riders, and Surly Wench13. Visitors will have the option to connect with one of these clubs, exchange their knowledge and share their enthusiasm with other motorcyclists.
12 Wendy Moon, in American Icons (2006) 13 http://www.womenridersnow.com/pages/National_and_Regional_Riding_Clubs.aspx 9 This section would also aim to answer the question “what do I do next?” It will include information such as steps needed to learn how to ride motorcycles, to how to be a part of a local motorcycle club. It will highlight the first steps for those who still feel bound by gender ridership perceptions towards moving away from such perceptions, be it through their mindset or through action. It will also offer a space for male motorcyclists to reflect on the exhibition experience and share their thoughts with women motorcyclists. This area would also allow sponsors to connect with potential new motorcyclists.
2000 Stories & Motorcycle clubs
The fourth section seeks to establish appreciation and understanding amongst visitors of why we should come over the perceptions described in the previous sections.
To do so, this area is mainly about recent women motorcyclists’ stories, those who are currently world champions. Names such as Anna Carrasco14 who is the first female motorcycle world champion in 2018, Avalon Biddle15 who won the Women's European
Junior Cup in 2016, Elena Myers16 who is the first female to win an AMA Pro Racing sprint road race in 2010, Maria Costello17 who held the Guinness World Record for being the fastest woman to lap the Isle of Man TT course in 2008, and Jenny Tinmouth18 who is the current female Isle of Man TT lap record holder, she became the new Guinness award holder. Their images and stories are going to be presented in a creative way using double sided panels, where visitors will learn about their personal stories from one side, and
14 https://www.theguardian.com/sport/2018/nov/26/ana-carrasco-interview-world-supersport- 300-champion-motorcycling 15 https://www.avalonbiddle.com 16 https://en.wikipedia.org/wiki/Elena_Myers 17 http://costelloracing.com 18 http://www.jennytinmouth.com 10 favorite motorcycle types from the other side. Visitors in this section will learn about current women motorcyclist achievements and hopefully by doing that they will appreciate the struggle they faced to reach their goals.
Topic Precedents
“While there was an abundance of information on why people, more specifically men, ride motorcycles, there was little research done on why women ride motorcycles”19
There have been several previous exhibitions about motorcycles in Figure 1. Women on Moto. All photography copyright Lanakila MacNaughton, 2013. general, but very few exhibits touched upon the topic of women and motorcycles. For example, Women Moto
Exhibition is a photographic exhibition that exhibited photos of women on motorcycles20. It is a traveling exhibition that was created to document the new wave of modern women motorcyclists. Its goal was to reveal the brave, courageous and beautiful women that live to ride. The exhibit was a vehicle that promoted women empowerment in a new context, and aimed to promote independence and liberation through motorcycling. The exhibit aimed to help discover and present women riders from different communities, riding backgrounds, styles, while increasing connectivity between riders from different areas. It also aimed to change the way women are perceived not only
19(Christy Bunch: Factors That Influence A Woman’s Decision To Ride Motorcycles). 20 Women Moto Exhibition. Women on Moto. All photography copyright Lanakila MacNaughton, 2013. http://www.womensmotoexhibit.com 11 in the motorcycle world, but in society in general, by exhibiting photos of women motorcyclists. The show also promoted and presented the freedom, independence, excitement and personalities’ of “the born to be free” women motorcyclists. Although the exhibit’s main message was women empowerment, it did not demonstrate the origins of perceptions that created challenges for women in this context.
In order to produce an effective message and to highlight the bravery of women that worked to achieve their goals and encourage other women to participate in motorcycle ridership, we need to create an understanding of this topic’s history through the voices of the women who experienced the obstacles created by these perceptions. My exhibition will have some similar components to the Women Moto Exhibition, such as their use of imagery, but my exhibit will go a step further through the historical narrative and the roots of gender ridership perceptions. This I hope will contribute to empowering other women to enter the world of motorcycles. My exhibition will also aim to create new communities of women motorcyclists.
Since the Women
Moto exhibition was a traveling show, their design was simple. It tended to use an exciting location, where
they displayed large photos Figure 2. The Art of Motorcycle Exhibition. . The Guggenheim Museum of women motorcyclists on easels. The design of the proposed exhibition will be completely different; I will integrate
12 the site with the exhibition’s main message, coupled with an industrial look, where visitors will be exposed to the overall design.
An example of another exhibit that is related to the subject matter is that of The
Art of Motorcycles, which took a place at The Guggenheim Museum in New York City back in 199821. The show was described as one that changed the course of history for old bike lovers. It was a brave and controversial creation by Thomas Krens, the
Guggenheim’s bike-riding director. He had been in talks with BMW for many months, where they were looking for a suitable exhibition to bankroll. It seemed a natural fit that a motorcycle manufacturer should sponsor the most important bike show in history, but not everyone agreed. Regardless of that, this exhibit was the Museum’s second most-visited exhibit ever.
The show was one of the most successful exhibits at the Guggenheim in terms of number attendees, as it was the second most visited exhibition at the museum, despite the criticism regarding its funding and sponsors. However, the exhibit was purely about motorcycles as a machine and engine, and it did not examine any human, cultural, or socioeconomic dimensions related to the topic. On the other hand my exhibit will examine this topic from a cultural and gender-focused perspective. My exhibit will examine the development of motorcycles as a technology, but only as it relates to the evolution of women ridership and gender perceptions. There are some similarities however when it comes to using the space. The designer of the motorcycle show at the
Guggenheim, Frank Gehry, used the architecture of the building for the narrative experience.
21 Carol Vogel, Aug3, 1998. https://www.nytimes.com/1998/08/03/arts/latest-biker-hangout- guggenheim-ramp.html 13 Starting with earlier versions of motorcycles at the lower level of the building, and moving up to the 5th floor were he presented the most modern motorcycle designs. Similarly my exhibition will employ the space of the warehouse by starting off with the invention of motorcycles, and moving through the open-space lay out to examine their integration into the human experience, and their cultural evolution as it relates to gender perceptions.
Overview Audience
Who is my target audience? Why will this exhibit be relevant and of value to them?
How will l engage my audience?
Those who ride or are interested in motorcycles would naturally be attracted to the exhibition, especially those who witnessed the historical changes to this method of transportation. In addition, the space will help attract Washington DC adventurists who would be interested in exploring a new and up and coming neighborhood, and experience a culturally relevant exhibit. Therefore, the exhibition has a primary and secondary target audience.
The exhibition’s primarily target audience is motorcycle enthusiasts, especially women potential motorcyclists who might still feel bound or intimidated by perceived stereotypical gender barriers. The recent statistics on women motorcyclists shows that the number of riders has increased recently. A survey that was conducted by the
Motorcycle Industry Council that covered 9.2 million motorcycles owners shows that there are more women motorcycle owners than ever before22. The challenge is to attract
22 https://associationsnow.com/2016/01/motorcycle-industry-efforts-reach-female-bikers-paying- off/ 14 women who are interested in motorcycles to attend this exhibition, in the hope that it would be a first step for them towards joining the community of women motorcyclists.
The exhibition would also be an opportunity to get them together and begin to shift gender perceptions of motorcycle ridership to their advantage.
The exhibition also targets women who are already motorcyclists; yet aim to be connected to a real community consisting of other women motorcyclists. Since the beginning of the motorcycle industry and the birth of motorcycle clubs, women have faced challenges that stood against their induction into such clubs and communities. Such challenges are due to ridership stereotypes and gender perceptions as they relate to motorcycles in general, and to the role of women specifically.
However, in 1940, women motorcyclists established their first all women motorcycle club, which was called Motor Maids23. Since then, the number of women motorcycle clubs continued to grow, but at a much lower rate than those of men.
Unfortunately it is difficult to determine specifically the statistics of men vs. women motorcycle clubs, as there is very little academic research into this topic and the numbers vary greatly depending on the source. Research shows however that in the United States, there are about 30 major known motorcycle clubs for women, compared with hundreds of clubs for men, some of which are reported to not even allow women as members24. The exhibition is an opportunity to connect current and future women riders with other member of this unique community.
23 https://timeline.com/motor-maids-2a8d052d57de Terry Box (2007) 24 Garber 15 Another objective of the exhibition is to target men motorcyclists who still believe that motorcycle riding is a masculine activity. There are still clubs that exist that do not allow women as riders, which reinforces the view that there are many male motorcyclists that believe that women should not be a part of their community25. This exhibition would be a chance to change and shift their perspective. The exhibit will aims to explain to them why they should change these perceptions, and instead share their enthusiasm with other motorcyclists regardless of their gender. It will also allow them to connect with women motorcyclists.
The exhibition’s main message is to demonstrate the misperceptions of motorcycle and gender ridership through the history of motorcycles and the origins of gender ridership perceptions. Although the number of women motorcycle riders has increased, yet there are still social and cultural barriers that stand in front of women who would like to ride motorcycles. The show is going to carry the voice of women riders throughout the exhibition, where visitors, especially women will be empowered by its content and message.
Site
The exhibition will be in Ivy City, a neighborhood Northeast Washington DC.
About half of the area is industrial, dominated by warehouses and railroad yards.26 The remainder of the area is mainly historical buildings that were developed into commercial and residential places. The reason behind choosing this site is part of the exhibition’s message; the area, though it is undergoing major developments, has a significant history.
25 Barbara Joans, Bike Lust (2001), 26 Judkis Maura. Nov2, 2015 https://www.washingtonpost.com/apps/g/page/lifestyle/ivy-city- historical-timeline/1864/?noredirect=on 16 The area has its own architectural style and there are a couple of historical buildings that have been renovated with a modern twist, adopting the new development projects.
Similarly the exhibit, while employing an up and coming attractive space, will also have a before and after theme, as it relates to the evolution of motorcycles and related gender perceptions.
The area is a destination for adventurists who seek flourishing neighborhoods to explore in DC. In addition, there are number of cycle and motorcycle repair businesses. The Figure 3. Neighborhood Analysis motorcyclists who patronize these businesses are a natural audience for this exhibition27. And people can check out the exhibit while their motorcycle is being repaired. Adventurists and explorers will be interested in the neighborhood as will as the exhibit. The exhibition can make connections to the history and culture of this area.
Why there?
The idea behind this location is to utilize a location that will help convey an idea, message, and perspectives. It is about taking an old warehouse that has its own history within its architecture and location, and transforming it into a creative and engaging exhibit that reflects the drama and power of the show’s main massage. It is about the old
27 Adele Chapin, Jan30, 2017 https://dc.eater.com/maps/ivy-city-restaurants-bars-neighborhood- dining-guide 17 and new, present and future. Despite the demolition of some landmarks, the area has undergone major development. It remains surrounded by significant landmarks such as,
Gallaudet University, Mount Olivet Cemetery, and Amtrak.
Site Challenge
1900 Kendall Street NE
Washington DC 20002 is an industrial warehouse that was built in 1950 and the rentable building area is Figure 4. 1900 Kendall Street NW Washington DC about 20,00 SF.28
Commuting to Ivy City might be challenging. It is quite far from DC’s downtown, about 8 miles, 20 minutes driving and 45 minutes via public transportation. Another challenge is neighborhood safety. Ivy City is still considered one of the high crime neighborhoods of
Washington DC, according to Niche. However, since the area has been developing and the neighborhood is changing, the crime rate has declined significantly lately, and it is now considered as one of DCs up and coming Figure 5. Recommended Bubble Plan Scanned with CamScanner areas.
28site. https://www.loopnet.com/Listing/1900-Kendall-St-NE-Washington-DC/3991313/ 18 Another challenge is the building itself, an old warehouse and a historical preservation site. There are some restrictions that have to be taken into consideration when designing the exhibition. According to the available information, no previous exhibitions have taken place there, and the site is mainly deserted. Yet, the site and its history will be used to enhance the exhibition’s main message by contrasting the historical aspects with modern elements. This will be accomplished by integrating the architecture (historical preserve, red brick and concrete floors) with a more industrial and modern twist based on the evolution of motorcycles.
Interpretive Plan
The exhibition will aim to educate visitors about motorcycles and gender ridership perceptions and will introduce the socio-economic factors behind these perceptions through visual and audio components. The effective way to engage visitors is through organizing the content to enable visitors to better comprehend this information, and at the same time providing visitors with an interactive outlet that allows them to reflect on this experience, and build upon it personally.
Visitors will be introduced to gender ridership perceptions and stories of strong women who left their mark on the history of motorcycles. As they move through the exhibit, they will learn the origins of motorcycles, starting from the invention of bicycles to the two-wheeled engines. This method would encourage visitors to reflect upon their personal experience as it relates to the subject matter.
In order to hook visitors, especially my target audience, the first area, which is named “The Marks and its History,” will include displays about the gender debate within a historical context. Quotes from historical moments, such as news coverage, that reflect 19 major social shifts or defined gender ridership perceptions are going to be in the background of that area. There are going to be specific messages and stories that are dominant throughout the exhibitions’ sections that allow visitors to first understand the origins of motorcycles through texts and graphics that are located beside the first invented motorcycle and next to audiovisual components in order to facilitate connections by the audience regarding the history and birth of gender ridership perceptions. More importantly, visitors will understand through the displays why motorcycles were and maybe still are seen as a masculine activity. Through this, visitors will be able to draw connections on how women shifted this perception, and will be able to learn of the factors that influenced the decisions of women to ride motorcycles.
Learning about the topics mentioned previously will also help raise the audience’s awareness of the barriers women who wanted to ride motorcycles faced.
The primary target audience are women motorcycle enthusiasts, including potential new riders, who will hopefully feel more empowered to seek to overcome gender barriers in their lives, be it those related to motorcycles or others.
Interpretive Goals
1. Visitors will understand the origins of motorcycle and gender ridership perceptions by connecting them to the historical and social factors behind these perceptions.
2. Visitors, especially women motorcyclists, will connect with other motorcyclists.
3. Visitors will reflect on and relate to similar events where women were able to fight for their rights and equality.
20 Design Strategy
The design will evoke the feeling of riding a motorcycle. An open floor plan that is divided into four main areas will reflect this feeling of freedom. The areas will be separated by curved and spiral stainless steel partitions with bold large graphics representing tire marks. The marks that are on the partitions are cutout so visitors can see through to the other areas. There are going to be video and audio displays that engage visitors.
1-The design will reflect the evolvement of motorcycle gender ridership perceptions.
Starting from the Victorian period up to the invention of the two-wheeled engine vehicles, to what we see in the 21st century, by exhibiting motorcycles and historical context and images as well as short films that tell the story of women motorcyclist.
2-The design seeks to reflect the power of the message and the challenges women faced to participate in motorcycle ridership, by bringing the feeling of the surrounding environment when you ride a motorcycle into the exhibition; a journey with gender ridership perceptions.
3-The design will reflect the historical context in which visitors can relate to the main message. They will learn how the development of motorcycles’ designs that suits women helped them to participate in this activity.
4-The space will be divided into areas where visitors can get the hidden movement behind gender ridership perception at that time to our modern life, which is a bigger movement to fight for all females’ rights and equality.
21 5-Another design strategy is the high ceiling, brick floors and stainless steel rails that reflect the lights above and bright colored walls as a contrast with the over all space, which gives a dramatic feeling throughout the experience.
6-The design is going to be inspired by the site and its history. The design of the exhibit is going to integrate the existing elements of the site, especially as it would be in warehouse, a workshop of the women movement toward motorcycle engagement.
Narrative Device
What does it feel like to ride a motorcycle is what
I want visitors to experience. I want them to get the physical and emotional pleasure by reflecting freedom, independence, adventure, and pure joy.
When you are on a motorcycle, you smell everything around you, you feel everything, the air, temperature, moisture. Other than your helmet, you Figure 6. Visitors’ flow don’t have much protection or separation from the elements, and you feel exposed and more aware of your surroundings. The exhibition aims to reflect these feelings. Visitors will be connected with the surroundings, the content, the displayed objects and the whole exhibition, with little separation. The riding experience will be a journey on the historical and economical factors as well as stories that shaped gender ridership perceptions.
Visitors will be a part of the exhibition, as they will feel as they are interacting with the exhibited materials. Starting from the exterior of the warehouse design, the projected design of the main entrance, to the open concept floor plan where they will be connected with the whole exhibition by seeing the other exhibition sections through the wall design.
22 With the openness of the design, visitors will get a sense of awareness of what is coming next. As if they are riding a motorcycle, thinking ahead of what they are going to see.
Through that, they will be able to reflect on the materials exhibited while they are still on the journey.
Visitor Experience
The exhibition is going to tie gender ridership perceptions with women motorcycles riders’ stories. The exhibition has four main sections. Each section is a continuance section of the over all story. Starting from the first women who rode motorcycles, to the history of motorcycles and the birth of gender ridership perceptions, which will carry the main message of the exhibition, which is gender ridership perception and when and how women started participating in motorcycle ridership to the motorcycle show room where actual motorcycles that were driven by women will be displayed from the early years to today.
Visitors will also have the opportunity to participate in 4D simulation experience of how it feels when you are in a motorcycle race. Visitors will also have the chance to connect with each other, especially my target audience who are women motorcyclists. They will get introduce to the information they need to be part of motorcycle communities by providing information about national and international women motorcycle clubs.
The exhibition’s design will start from the exterior of the building. A projected stainless steel doorframe that catches visitors’ attention and will guide them to the first area of the exhibition, which is a breathable area that contain the intro panel with big graphic that hold the exhibition Title “She Rides”. Visitors will have the freedom to experience and
23 navigate the exhibition their own way. Visitors will get physical and emotional interactions with the stories and the images that are going to be exhibited.
Conclusion
The struggles surrounding gender and motorcycle ridership goes back to when bicycles were first invented. The associated gender expectations related to bicycles and the barriers they created were also faced by women who sought to become riders of motorcycles. Since the invention of the motorcycle, many women have overcome these barriers, and have left their mark on the norms and expectations associated with motorcycle ridership. However, the barriers created by these norms remain to this day.
She Rides is an exhibition that will allow motorcyclists of all genders to better understand and appreciate the meaning of being a motorcyclist. It will cover social, economical and historical aspects that affected gender ridership perceptions. The exhibition will be an opportunity to explore the origins of motorcycle and gender ridership stereotypes, by exhibiting stories of women who left their mark on the history of motorcycles and associated gender perceptions. The exhibition design will reflect on the power of the main message and will engage visitors, especially my target audience, with the content and the stories that are exhibited. The feelings of joy, freedom, independence, and empowerment will guide them through the exhibition. Visitors, both my primary and secondary target audiences, will learn about motorcycles and gender ridership perceptions through an open concept design that reflect the feelings of riding a motorcycle. An interactive experience in an immersive environment will invite them to better understand gender ridership perceptions and hopefully inspire visitors to overcome the barriers these perceptions have created.
24
Bibliography
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• Christy Bunch. “Factors That Influence A Woman’s Decision To Ride Motorcycles.” October 1, 2013. Accessed September 28, 2018. https://mafiadoc.com/factors-that- influence-a-woman39s-decision-to-ride-motorcycles-_59aaa1561723ddc0c50152c0.html
• Ferrar, A. “Hear Me Roar: Women, Motorcycles, and the Rapture of the Road”. New York: Crown Trade Paperbacks. July 1996. Accessed November 2, 2018.
• Garvey, E. "Reframing the Bicycle: Advertising-Supported Magazines and Scorching Women." American Quarterly. 1995. 47:66-101. Accessed November2, 2018.
• Garber, L. 2002. "Women Who Ride: The Psyche of the Female Motorcyclist." Psychology, Pacifica Graduate University, Carpinteria. October7, 2017. Accessed November 3, 2018. https://we-ridewell.com/psychology-riding-motorcycles/
• Hopper, C., and Moore, J. 1990. "Women in Outlaw Motorcycle Gangs." Journal of Contemporary Ethnography 18:363-387. Accessed September 20, 2018.
• Hostetler, J. "Women and Motorcycles: A Study of the Social and Ergonomic Characteristics of the Female Motorcyclists and the Relationship with Company and Market Performance." 2002. Engineering and Applied Science, University of Colorado, Boulder. Accessed November 5, 2018.
• Pierson. H. Melissa. “The Perfect Vehicle What it is about motorcycles.” Norton Paperback 1998. Accessed September 27, 2018.
• Patrick, Dehahn. “Motorcycle Industry: Efforts to Reach Female Bikers Paying off” Jan 19, 2016. Accessed October 20, 2018. https://associationsnow.com/2016/01/motorcycle- industry- efforts-reach-female-bikers-paying-off/
• Rick, Barrett. “Motorcycle-makers' focus on women pays off as female ownership doubles” Jan. 12, 2016. Accessed October 15, 2018. http://archive.jsonline.com/business/motorcycle-makers- focus-on-women-pays-off-as- female-ownership-doubles-b99642657z1- 365050911.html/
25 • Thompson, W.E. 2009. "Pseudo-Deviance and the "New Biker" Subculture: Hogs, Blogs, Leathers, and Lattes." Deviant Behavior 30:89-114. Accessed November 2, 2018
Appendix
Appendix 1: History of Motorcycles
The struggle of who should ride motorcycle goes back to the Victorian period when bicycle were first invented. In The Rites of Men (1999), Varda Burstyn points out that the original Penny Farthing and the first safety bicycles were impossible for women to ride because Victorian women were expected to uphold strict ideals of femininity, which limited them from wearing anything that would allow them to operate a bicycle without exposing too much skin or having clothing become stuck in the bicycle’s gears.
Going back to the history of motorcycles, they were first used during War World
II as a new reliable means of transportation that ensured a more effective communication among troops. Sylvester Howard Roper invented two-cylinder-steam-powered bicycle in
1867. After that, Gottlieb Daimler introduced the first gas-powered motorcycle in 1885 follow by William Harley and the Davidson brothers Motor Company in 1903. Wendy
Moon, in American Icons (2006), explains that motorcycles and the act of motorcycling have gone from being originally perceived as a gentleman’s pastime to becoming a symbol of unbridled hyper-masculinity, due to the influx of post-WWII veterans and the cheap military surplus motorcycles. Veterans find motorcycles, as a method to express their feelings and a way to reconnect with what they had experienced on the battlefield, an adrenaline addiction. However, Gravey, in his research, states that bicycles were received well by women, which often seen as a means of broadening a woman’s world by providing opportunities to wander beyond the confines of the family and home. Some
26 even argued that the bicycle was beneficial for women by “strengthening the uterus,”
(Garvey 1995:70). However, others argued that bicycling was a masculine activity, and cartoons in national magazines portrayed women bicyclists as social deviants and menaces (Maynard 2008).
Based on my findings, there have been ongoing debates about motorcycle and gender ridership. “Who should ride?” and “what it is to be a motorcyclist?” Most of these gender ridership perceptions are tight to social expectation of femininity and since the beginning of two wheels vehicle, women are pushing their boundaries to stop these unreasonable perceptions.
Appendix 2: History of women motorcyclists
Eva and Effie Hotchkiss, mother and daughter were the first known women to ride their
Harley across the country in 1915 (Brouwer, 2012)
In 1916, another duo set out on an adventure of their own, sisters Augusta and Adeline
Van Buren. The Van Buren sisters had an ulterior motive, to prove to the world and the military that women were capable of handling motorcycles and the elements that came with riding. Their goal was to gain admittance into the military as dispatch riders (Van
Buren, n.d.).
Appendix 2: Audience
Based on my site research, Ivy City residents are (%56 male and %44 female) equal gender differentiation. Most of them are between 18-44 years old (%35 18-24, %16 25-
34, and %14 35-44), they are divers and tined to like night life. The exhibition primarily target audience are motorcycle enthusiasts, epically women motorcyclists who are still
27 tight to gender ridership perceptions and stereotypes. The recent number of female motorcyclist shows the number of participants has increased. A survey that was conducted by the Motorcycle Industry Council that covered 9.2 million motorcycles owners shows that women motorcycle owners were more recorded than ever before. The survey also shows women riders’ percentage has been noticeably increasing. As of 1998 accounted for %8 and in 2003 was %10 and as of last year the percentage has reach %14 of the total motorcycle riding in the US. The challenge is to convey women who are interested in participating in the motorcycles’ community to take the exhibition as their first step to be part of female motorcycles community. The exhibition would be an opportunity to get them together and shift the motorcycle ridership perception into their advantages.
In 2007, motorcycle registrations reached an all-time high of over 6 million, with both middle-class men and women, aged 35 to 50, accounting for the largest number of sales
(NSC 2007)
Appendix 3: Audience/ Female motorcycle clubs
In 1940, female motorcyclists established their first female club, which is Motor Maids and since that time, the number of female motorcycle clubs is growing. More than 30 female clubs were established some of which are international female clubs. According to the Census Annual report, Washington DC considered one of the cities that has a mixed ethnicity population and about 40% of Washington DC’s age rate are young adults (20-
39) and 53% are females. Therefore, the exhibition would be an opportunity to connect international female motorcyclists.
28 Appendix 4: Audience Survey
1. Please select you gender (Male – Female)
2. Please Select your age group (under 18 – 18-30, 31 and above)
3. What us your cultural background. …………….
4. How long is your daily commute (Less than 10 minutes –15–30–30 minutes +)
5. What mode of transportation do you use (walk- public transportation- car- bike or
motorcycle)
6. Do you enjoy outdoor activities (yes – no)
7. Would you like to ride a motorcycle (yes- no)
8. Which of the statements about motorcycle you agree with (Motorcycles are made
for men – motorcyclists are reckless drivers- women who are attract to
motorcycles are kind of men – culture play a role in motorcycle ridership
perceptions)
9. What do motorcycles symbolize (Freedom and independence- shiny, loud,
dangerous- fashion ornament- cheap, motorized transportation)
10. Would you like to ride a motorcycle (yes – no)
11. If yes, why would you ride it (Because of traffic, limited parking, freedom, for the
thrill of it, bikes are cool)
12. Would you be interested in visiting an exhibition about motorcycle (yes – no)
Appendix 5: Site
Ivy City Cycle and Motorcycle Repair businesses that attract my target audience and could be the exhibition sponsors:
• DUNN LEWIS
29 • Collage Scooters
• Rollin Cycles
• City Bikes
• Gearin’ up Bicycles
• BicycleSPACE-Ivy City
• The Bike Rack
Restaurants:
• Ari's Diner
• Atlas Brew Works
• Big Chief
• Dock FC
• Ivy City Smokehouse
• Jos. A Magnus & Co
Appendix 6: Site challenges:
Visitors will need to ride the metro to Union Station, which is the nearest metro station to the exhibition site and than they have to take the bus, about 20 stops to get to Fenwick
Street NE & Okie Street NE bus stop and walk about 4 minutes to get to the exhibition location. Uber will cost about $13,00.
30 Appendix 7: Conceptual design
Figure 1 Exterior Treatment
Figure 2 Visitors Path
31 Images
Figure 1. “Women on Moto.” All photography copyright Lanakila MacNaughton, 2013. Digital image. Accessed Novembor 20, 2018. http://www.womensmotoexhibit.com/new- page/
Figure 2. “The Art of Motorcycle Exhibition.” The Guggenheim Museum. Digital image. Accessed Novembor 20, 2018. https://www.guggenheim.org/exhibition/the-art-of- the-motorcycle
Figure 3. Site Analysis. Drawn by Aseel
Figure 4. Site Photo. Geo-Google Map. 1900 Kendall Street NW Washington DC
Figure 5. Recommended Bubble Plan. Drawn by Aseel
Figure 6. Visitors’flow. Drawn by Aseel
Figure 7. Visitor Experience. Drawn by Aseel
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