2009 Year End Report 2009 Bicycle Ambassadors with Mayor Michael Nutter

The Bicycle Ambassadors are a program of

For additional information please contact:

Breen Goodwin Education Director 215.242.9253 ext.5 [email protected]

Bicycle Ambassadors 2009 Report » 2 Who are Bicycle Ambassadors?

The Bicycle Ambassadors are a team of adult safety educators working to make bicycling better in the City of Philadelphia. The Bicycle Ambassadors are an education and outreach program of the Bicycle Coalition of Greater Philadelphia. Ambassadors work in teams and travel to each event by bicycle (many times with cargo trailers full of information in tow). The full time Bicycle Ambassadors work from May through September. During the 2009 inaugural season, the Bicycle Ambassadors program employed 6 full time seasonal employees.

What do Bicycle Ambassadors do?

Bicycle Ambassadors encourage adult bicyclists to ride more often and ride more safely as well as educate motorists on the rules of the road and provide tips for sharing the road. Ambassadors attend community eventsand create our own events to teach bike safety, sharing the road, bike lane and bike path etiquette and how to bike to work and school. Our message is conveyed through face-to-face interaction, allowing for an organic conversation targeting the specific interests, questions and needs of each individual. Ambassadors work in the neighborhoods of Center City, University City and Fairmount Park. Description of Outreach—Primary

The 2009 Bicycle Ambassadors program relied on three primary types of outreach: event outreach, classroom outreach, and on-street outreach. For event outreach, Ambassadors attended community events such as a farmers’ market, trans- portation fairs and block parties. Additionally, they hosted their own events for the community. With event based outreach, Ambassadors could be found towing a cargo trailer with a table, 10’ x 10’ pop-up tent, banners and education materials. At these events, passersby’s chose to come and talk to the Ambassadors. The tent and banners gave Ambassadors a presence and helped to draw people to the table. Conversations were generally brief and targeted to the specific interests of the individual. Event outreach was the most straight forward style of outreach—set up the display and talk to people as they walk by. Ambassadors were trained on many different topics and were prepared for a wide range of questions and comments. As the season pro- gressed Ambassadors honed their event skills. They learned they should stand as much as possible at events as it was easier to engage in conversation while standing. Ambassadors also learned that when they were able to attract one person over to the table other people were more likely to approach the table as well.

The second primary type of outreach took place in a classroom or presentation setting. The program developed three classes—Basics of Bike Commuting & Urban Riding, a Fix-A-Flat clinic and Bike Cleaning 101. These successful classes were commonly referred to as Brown Bag Lunches or Lunch & Learn sessions. The “Basics” class turned out to be the most popular option. The 60 minute presentation covered many topics including proper helmet and bicycle fitting, rules of the road, route selection, urban hazards, locking a bicycle, packing/carrying strategies and more. Different from the other types of outreach, participants chose to be involved and were highly motivated to learn about safe bicycling. Our two Spanish-speaking Ambassadors were even able to give an entire class in Spanish.

As the Bicycle Ambassadors were a new program, it was initially challenging to get classes scheduled. Law firms, plan- ning firms, small to medium sized companies and non-profit organizations were targeted for scheduling. It took quite a while to explain the program and class details. Scheduling did get a bit easier once a few classes had been taught and

Bicycle Ambassadors 2009 Report » 3 the scheduler was able to say “We have had successful classes at Pennoni Associates, Cozen O’Conner and Thompson Reuters.” Scheduling Lunch & Learn sessions should be more straightforward next year. We are now primed with a history of success and have a better understanding of the scheduling process.

In addition to the standard outreach evaluation (explained in detail below) completed by Ambassadors after each event, class participants were asked to complete a short presentation evaluation. Here are a few excerpts from these forms:

How has your perception of biking changed as a result of this presentation?

w It’s not as terrifying—knowing the laws/rules (are) helpful for both riders and drivers. w Not as intimidated to ride in center city. w More excited to use my new bike. w I am looking into biking and had questions and hesitations. I am more relaxed to get started. w I need to be more careful while riding. w Makes me more enthusiastic to commute regularly. w Did not know that front and rear lighting was required by law. w I would now consider biking to work. w I am very excited and feel more confident knowing and understanding rules. I also didn’t know the importance/need of bike locks and the kind of lock I need. w I can appreciate a bike as a vehicle better. w Changed my perception as a motorist. w It makes me want to bike more. w Excellent refresher on safety.

One class participant sent an email the day after a Basics of Bike Commuting and Urban Riding class was held at her company. This email speaks volumes to the immediate impact the classes can have both in terms of safety education and encouragement.

Yesterday Diana and Joshua gave a great presentation on Basics of Urban Biking at my office. I commute to work every day, and was aware of most of the “rules of the road” information, but it was also a great refresher! However, the presentation on how to correctly fit a bike helmet was very helpful as I learned that my helmet was not adjusted correctly. Before I rode into work this morning, I adjusted my helmet to a better fit. Then . . . on my commute, as I approached an intersection of two one-way streets, I communicated to the driver stopped on the other road to proceed through the intersection (she was already stopped, and waiting to see if I was going to fly through the intersection like some bikers). As I waved to her through the intersection with right hand, I braked with my left hand (i.e. the break for my front tire). Then, I proceeded to fly over my handle bars as my bike swung underneath me. My head hit the ground pretty hard, but luckily my helmet was well adjusted and I only suffered some minor scrapes and bruises. So, I just wanted to thank you for the great presentation. I might have been hurting a lot more right now if it weren’t for my well adjusted helmet! Also, one of my co-workers started to bike to work today! He comes in via Patco and today, rather than transfer to SEPTA, he rode his bike the last 1.5 miles into work!

Bicycle Ambassadors 2009 Report » 4 The third primary type of outreach utilized during the 2009 season was on-street outreach. With on-street outreach, Ambassadors actively tried to speak to any person who would give them a few moments. This meant Ambassadors were able to spend time talking to folks who personally identified as pedestrians, bicyclists and/or motorists (or some combination thereof). Not surprisingly, on-street outreach turned out to be the most challenging type of outreach. Ambassadors did not have a “home base,” such as a tent or table, and they were approaching people with a wide range of opinions on bicyclists and bicycling in Philadelphia. Conversations were typically short and twofold. First, an Ambassador asked questions to discover what type of road user the individual identified as being. Second, the Ambassador engaged in a conversation, from the correct perspective, on the fact that a bicycle is a legal vehicle. For example, if a person identified as being a motorist, Ambassadors would talk about keeping a lookout for bicyclists on the road and provided tips for sharing the road. If a person identified as a cyclist, Ambassadors would talk about the rules of the road and why a bicyclist should follow them. If a person identified as a pedestrian, Ambassadors would talk about looking out for bicycles before they crossed the street—since bikes are “quiet” vehicles pedestrians need to look out for bicycles, not just listen for a motor. With all interactions, Ambassadors also played the much needed role of active listeners, fielding the concerns and feedback each person had about bicyclists’ behavior.

As the season progressed, Ambassadors began to set goals for each on-street outreach session—i.e. targeting sidewalk riding, teaching folks how to fit a helmet, or teaching people how to use a bus bike rack. Ambassadors even sought out conversations with people who had poor interactions with bicyclists in the past. Ambassadors came up with many strategies to get the conversation started including using opening lines such as: “Free information on bike safety”, “Do you ride a bicycle?”, “Did you know it’s illegal to ride your bike on the sidewalk?” and “What do you find frustrating about biking in Philadelphia?” Although this was the most challenging type of outreach, two Ambassadors in particular excelled. They were not discouraged by being rejected and in fact, enjoyed engaging in conversations with people who were very upset with bicyclists and worked to bridge the gap between anger and understanding through education. As the summer progressed, Ambassadors also figured out that if they walked a block with a person (rather than standing planted on a corner) they were more likely to get into good conversations.

Description of Outreach—outreach strategies under development

At the beginning of the season, the six Bicycle Ambassadors were encouraged to come up with new and innovative ideas for extending our educational reach. Many of these ideas were tested throughout the summer months: a few stood out as excellent opportunities to expand upon for future Ambassador seasons. One strong idea developed into an Ambassador run event where the team hosted a Bicycle Ambassador Meet-Up. Ambassadors were able to host one successful Meet-Up during the 2009 season at the Arbol Café in the Northern Liberties neighborhood of Philadelphia. The Meet-Up was advertised throughout the City as a place to come, hang out and talk about bikes. Although communication focused on bike safety issues, the Meet-Up was strategically not advertised as a bike safety event. This type of event takes a good amount of energy to organize but it is a great idea to try and host about four per season in various neighborhoods.

In addition to the Meet-Up the Ambassadors program also piloted a type of outreach called a Service Station. A similar idea was taken from the San Francisco Bicycle Coalition as a way to get people riding their bikes to stop and briefly chat. Ambassadors built on this design and took some ideas from other cities’ best practices to develop our own Service Station concept. This is a new and more effective form of on-street outreach (although it does not eliminate the original on-street

Bicycle Ambassadors 2009 Report » 5 outreach described above). At the service station Ambassadors focus on providing one service (ie: air, chain lube, etc.). This service is a strategy to get people to stop and chat. Once a rider stops, Ambassadors have a few minutes to talk about various bike safety topics. Service Stations have a great deal of potential and will be scheduled on a regular basis in the 2010 Bicycle Ambassador season.

A third type of outreach currently under development is an extension of the Basics of Bike Commuting & Urban Riding class which will bring the skills taught in the classroom to application on the street. Most on-bike safety clinics consist of a group of 4-10 people who ride around a set route practicing a few predetermined skills. Getting on a bike and practicing skills is the best way for people to develop comfort and confidence, yet riding in a group setting is many times little more than controlled chaos. Leading a group ride, let alone a teaching clinic, is a skill that is developed over time. The Bicycle Ambassadors are hired based on their communication skills and not on the skills needed to effectively lead a group ride. Rather than planning a group clinic and having a mediocre result, Ambassador staff are currently testing a “one-on-one” 60 minute on-bike clinic. In this one on one session, the student will have the undivided attention of a skilled Ambassador. During the clinic the two will ride on a predetermined route with the student riding in front of the Ambassador. By riding in the forward position the student will see the street as they would riding on their own. It is also easier to hear the Ambassador in this position. This type of one on one clinic will leave the student more confident in their own skills, with much less distrac- tion compared to a group clinic. These one on one clinics are scheduled around the student’s availability, thus providing another distinct advantage over group sessions.

Description of Outreach—Secondary

In addition to the outreach described above the Bicycle Ambassadors also engaged in numerous non-traditional outreach opportunities. It is important to note that many of the secondary out- reach efforts are not counted in the metrics, which track the number of people educated, or in the total number of events attended. Exceptions are explained below and marked with an asterisk.

The Bicycle Ambassadors assisted with bike counts. Bike counts are an effort to track the growth of ridership in Philadelphia by counting at predetermined locations for a set period of time. The counts include the yearly bike counts conducted in the fall by the Bicycle Coalition, as well as targeted counts at specific locations throughout the summer months. The 2008 counts show a doubling of bicyclists from 2005 to 2008. A full copy of the report is in the Spin Zone section of the Bicycle Coalition website. The 2009 report has not yet been released.

The City of Philadelphia approached the Bicycle Coalition in the spring of 2009 and asked how the Ambassadors could help with the many dead/skeleton bikes locked up around Center City. Dead bikes are those which have been abandoned by their owners. These bikes may have missing parts and very rusty components and at times, can be bent out of shape. The Ambassadors program developed standards for identifying skeleton bikes and a protocol for removal of these dead bikes. As the Ambassadors walked (or rode) around town they would mark bicycles with a multi-lingual neon orange tag stating “This bike has been identified as an abandoned bike. It will be removed if it is not relocated within seven days. Please call 215.242.9253 with questions.” Each bicycle was recorded with pertinent information and entered into a database. When at least 20 bicycles had been marked, the City of Philadelphia would provide a sanitation truck and a few workers to assist with removal. With the assistance of geo-coded data locations, Ambassadors would go bike by bike and remove them with a borrowed generator, angle grinder and bolt cutter. Bicycles and bicycle parts were donated to Neighborhood Bike Works to assist with their Earn-a-Bike classes in the Philadelphia region.*

*Ambassadors completed an outreach evaluation (explained below) form after the two bike removal days and also counted the number of people they spoke with—these numbers are very low in comparison to normal outreach efforts.

Bicycle Ambassadors 2009 Report » 6 In order to be effective educators, the Ambassadors need to have many tools in their education toolbox. Although there are many challenging conversations that take place, one of the most difficult groups of people to try and educate were those cyclists who claimed to “know everything” about bicycle safety. As a means of engaging these cyclists, the program developed a tool by which these riders could be reminded of the various safety messages as well as take action and pledge to be a safer cyclist. The I BIKE PHL Pledge provides 13 steps riders can promise to do on a daily basis to make their ride safer and build a better community. The Pledge can be taken in two ways: first, Ambassadors have a sign up sheet at events, and second, people can take the pledge directly through the Ambassador website. As of December 2009, 527 people took the pledge (both at outreach events and directly through the website). I BIKE PHL has turned into an education campaign for the Ambassador program—T-shirts and stickers have been produced with the I BIKE PHL logo in an effort to bring attention to safe riding.

The Bicycle Ambassadors also created two educational videos on bicycle safety. The first video is a compellation piece based on the I BIKE PHL Pledge described above. This video includes a cameo appearance by City Councilwoman Blondell Reynolds Brown and Mayor Michael Nutter. The second video is an amusing clip focused on a real Philadelphia problem— sidewalk riding. The Ambassadors creatively insinuate that people should stay off the sidewalks through a scenario of a scofflaw sidewalk rider. Both videos have received good feedback and are one more education resource for the program. The Ambassadors designed each video, shot all the footage and one Ambassador did the majority of the editing. A local company provided technical assistance throughout the process. The videos are available on the Bicycle Ambassadors website as well as on YouTube.

The Bicycle Ambassadors are also working to expand our online presence. Through our website, blog, Facebook and Twitter, the program is able to extend the message of bicycle safety to the virtual audience. Our website acts as a central point of information. All of our publications and videos are available online for people to access as well as a selection of frequently asked questions. Although new, the education blog, our Facebook page and Twitter account are also generating good traffic. All three interfaces have been connected so when a blog post is published our friends through Facebook and Twitter are also notified. As of December 2009 the Facebook page had 757 fans, the Twitter account had 602 followers and the education blog had 5,572 visits (4,175 absolute unique visitors). It takes time to build virtual networks but these social networking tools will help the Bicycle Ambassadors program extend beyond the reach capable of the six Bicycle Ambassadors in the field/on the street. In addition to expanding our bicycle safety messages to a larger audience, social media networking will also allow the Ambassador program to market our events and further assist in our outreach to the public.

During the beginning of the 2009 season the Bicycle Ambassadors engaged in a vehicle education cam- paign at a local dangerous multi-use path crossing. Philadelphia’s premier regional multi-use trail, the Schuylkill River Trail, had a very dangerous crossing over Martin Luther King, Jr Drive. For the month of June, Ambassadors regularly stationed themselves with signage at this crossing. The signs stated “State Law—Yield to Pedestrians within sidewalk”. Since this month-long outreach effort, the City of Philadelphia has added many safety improvements to this crossing, including rumble strips and a traffic light.

Bicycle Ambassadors 2009 Report » 7 Although not included in any metrics, it is important to note that our safety education is reaching a wider audience by friends educating friends. Ambassadors regularly ask for people to pass along or “recycle” the handouts once they have finished reading them. Also, Ambassadors frequently relayed stories of how their immediate friends started to ride differ- ently by being exposed to the Ambassador messaging. Tracking Metrics

In order to keep track of our outreach, Ambassadors were required to fill out an evaluation after each outreach opportunity. In reality, the completion of an evaluation occurred only after the primary types of outreach (on-street outreach, a class or a tabling event) and did not regularly happen with the secondary types of outreach. Typically Ambassadors worked in pairs and after each event the team would complete the evaluation together. This activity functioned not only as a debriefing of the day’s events but as an accurate, quantifiable and qualitative evaluation of the direct impact the Ambassadors had on that specific outreach. Each Monday, the Bicycle Ambassadors would meet for a weekly team meeting at the Bicycle Coalition’s office or University City District. At this weekly meeting the past week’s evaluations would be collected by the Bicycle Ambassadors Coordinator and added to the database.

In addition to the normal tracking of metrics for events and on-street outreach, additional weight was given to participants involved in a class; class participants learned more information in an hour than in a brief conversation on the street, and this increased education is reflected in our metrics. The Bicycle Ambassadors program (with the help of the required Steer- ing Committee) developed a tool to weight these interactions by the amount of time spent with people in a presentation. The average length of a conversation with an individual on the street was about 2 minutes. These 2 minute contacts count as educating 1 person. When teaching in a classroom setting, where the same people are engaged in the presentation/ discussion for an extended period of time, their time is given more weight. For every 5 minutes a person spends in a pre- sentation their time will count as 1 “person”.

Equation: (minutes of presentation/5 minutes) x (number of attendees) For example: 10 people attend a 60 minute class (60/5) x 10 = 120 weighted people educated

Breakdown of Metrics

2009 Totals Month Event/Outreach How many people How many people How many people Weighted number of Opportunity received literature? did we helmet fit? did we educate? people educated. January - April 22 736 5 919 1,244 May 21 1,199 13 1,499 1,759 June 53 5,929 39 6,165 6,631 July 53 4,529 296 5,020 6,713 August 69 6,586 19 5,530 6,074 September 24 940 109 1,030 1,297 October 5 205 1 215 215 November 9 495 0 495 495 December 0 0 0 0 0 Totals 253 20,619 482 20,873 24,428

Bicycle Ambassadors 2009 Report » 8 The following chart includes a breakdown of the entire year’s metrics. The 2009 Bicycle Ambassadors exceeded our goal of 200 outreach opportunities and 20,000 people educated. Also, it is important to reiterate that the numbers below only include face to face interactions of our primary outreach and do not include much of the secondary outreach of the program.

Breakdown of Outreach by Type

The following chart is a breakdown of the various types of outreach by the total number of outreach evaluation forms completed. Each form was coded with one of four labels: Event, Class, On-Street or Other.

Other: 8%

On Street: 21%

Events: 60%

Classes: 11%

Breakdown of Outreach by Neighborhood

The following is a breakdown of the neighborhoods the Bicycle Ambassadors worked in by the total number of outreach evaluations completed. Each evaluation was coded with the appropriate neighborhood in which the outreach took place: CC = Center City, UC = University City, FP = Fairmount Park, OTHER-PHL = within Philadelphia City limits but not Center City or University City and OTHER = outside of Philadelphia.

Other: 4%

Other - PHL: 9%

FP: 9%

CC: 53%

UC: 25%

Bicycle Ambassadors 2009 Report » 9 Hiring Process

The hiring process for the 2009 Ambassadors took about six weeks. The job description was posted online in late January, and by mid-March all six Ambassadors had accepted the position. Over fifty applications were received. About twenty applicants were invited to a brief phone interview and 15 were offered an in-person interview. In order to distinguish applicants’ outreach and education skills, each applicant was asked to prepare a 2 minute educational presentation on a topic of his or her choice. This presentation started the interview. Not only did this give the interviewer a window into the teaching style of the applicant but it also offered a means to distinguish each candidate by the topic they chose. Applicants also noticeably relaxed after their presentations, which helped the “traditional” interview progress more naturally.

The job description was posted in various places including: craigslist.com, idealist.org, the Bicycle Coalition website and blog, and local bicycle club email lists. The position was advertised with a $10-13 per hour compensation. Applicants who were brought in for interviews were highly qualified for the position. The challenge of hiring for this position was making sure the team had a well balanced match of skills among all team members. Staff Demographics

The 2009 team of Bicycle Ambassadors represented a good cross section of the region.

w Age range - 23 to 32 years old w 3 women, 3 men w 3 Caucasian, 2 African American, 1 Latina w 5 Ambassadors with Bachelors Degree, 3 with or pursuing Graduate Degree w 2 fluent Spanish speakers (Peace Corp graduates) w 2 Ambassadors with bicycle maintenance experience w All 6 had teaching or coaching in their background

The six 2009 Bicycle Ambassadors brief biographies are found below. Written at the beginning of the 2009 season, these biographies were used for a season opening press release as well as for a page on the website.

Edward Mage is thrilled to join the Bicycle Ambassadors team and help promote cycling for health and as a means of sustainable transportation in Philadelphia. Although Edward is origi- nally from the South and Midwest he has been a resident of Philadelphia for the past 4 years. In addition to his passion for cycling, Edward is currently working on a number of personal projects including photography, t-shirt & skateboard design, and assisting artists in Philadelphia in the use of new social media. Bikes and cycling have been a source of excitement since his first BMX and the adult education and outreach of the Ambassadors will be a joy for someone who has been working in information technology for the past 10 years. Edward looks forward to encouraging more adults to discover the two wheeled freedom of a bicycle.

Bicycle Ambassadors 2009 Report » 10 Shanisha Mitchell - After graduating from Newbury College in May 2005 with a B.A. in Communi- cations and a prominent basketball career to match Shanisha Mitchell moved from Boston, MA to Philadelphia, PA to try a different city and meet new people. As a student-athlete, she learned the importance of teamwork, time management, and leadership. These three attributes correlate to Shanisha finding great success in life. Shanisha believes her experience will allow her to lead by example and show people that anything can be accomplished once individuals come together to work to achieve their goals. She is ecstatic to be a team member for the 2009 Bicycle Coalition of Greater Philadelphia Bicycle Ambassadors program and looks forward to helping educate motor- ists and bicyclists about the rules of the road and providing tips for sharing the road. Shanisha loves working with people from all age groups and different backgrounds, and more importantly enjoys incorporating fun and fitness into her daily life.

Diana Owens is proud to be a part of the 2009 Bicycle Coalition of Greater Philadelphia Ambassadors program. Preparing her for this role, Diana recently completed her tenure as an Environmental Education Peace Corps Volunteer in Bolivia - where she worked with her local community in fostering sustain- able growth through recycling, reforestation and agriculture. A West Philadelphia resident for al- most ten years, following the completion of her Master’s Degree at Drexel University, Diana worked with the Environment, Stewardship and Education Division of Fairmount Park, helping to ensure that Philadelphia’s green space remains healthy and vibrant for future generations. Diana, an avid cyclist herself for over 15 years, looks forward to working with Philadelphian’s towards promoting safe bicycle transit while encouraging ‘share the road’ ideals with motorists and bicyclists alike.

Ben Scheinfeld has grown up in Philadelphia riding his bike. He cycle commuted to school and to college at Arcadia University where he finished his B.A. in Biology. In 2002, Ben took a more active approach to his cycling interest by volunteering with the youth program Neighborhood Bikeworks. He started with Bikeworks’ summer camp program, and eventually became an instructor. In this role Ben taught youth classes in bike repair, riding safety, fitness and nutrition. Ben’s fascination with cycling stems from a greater attraction to the natural world. In addition to commuting Ben is an experienced mountain biker, caver, climber, hiker, and paddler. This past winter saw Ben ex- panding his education with a Wilderness First Responder class that focused on managing medical emergencies in remote locations.

Chrystal Smith is excited to be returning home and serving Philadelphia as a Bicycle Ambassador for the Bicycle Coalition of Greater Philadelphia. Chrystal studied History at the University of South Florida before living in Europe and working with Cultural Exchange programs. Chrystal is dedicated to serving the public and tries to approach every project with creativity, hard work and humor. As a Peace Corps Volunteer in Ecuador Chrystal founded a library and started a small business development program for women. No matter where Chrystal is living or working she can be found riding her bicycle and encouraging others to do the same. As a first generation immigrant from Argentina, Chrystal is excited to work with the Spanish speaking community. Focusing on adult education has always been a huge contribution to her success and she looks forward to teaching and as well as constantly learning with the 2009 Bicycle Ambassadors Program.

Bicycle Ambassadors 2009 Report » 11 Joshua Willis was born and raised in Winston-Salem, North Carolina. He graduated from the University of North Carolina at Chapel Hill with a double major in Music and Anthropology in May of 2005. His focus areas in these disciplines were Jazz Bass and Theoretical and Cultural Anthropology. In June of 2006 he traveled to New Orleans, LA to volunteer with Common Ground Relief as part of the post-Katrina recovery effort. For 7 months Joshua coordinated a free house gutting program for the community. The following year Willis volunteered 3 days per week at a youth oriented community bike shop in the Upper 9th Ward. After a stint as a full time musician, he moved to Philadelphia and began pursuing a Master’s of Education at Temple University in August of 2008 and hopes to harmonize this education with the Bicycle Ambassadors Program of Greater Philadelphia.

Outreach Materials

The materials used for outreach went through a great deal of modification before reaching the final product for 2009. Ultimately, it was very important to have visually appealing and concise handouts for Ambassadors to use. Ambassadors used the materials not only as something to leave with people, but also as a tool to enter into a conversation. The three primary publications (A Guide to Biking in Philly, Tips for Motorists, Trail Etiquette) are all available online and in print in both English and Spanish. The two secondary publications (Safe Bicycling in Philadelphia and the Regional Bike Map) are available online and in print in English. The program is actively working to find people to translate the primary publica- tions into additional languages.

In the first month of the 2009 season the Ambassadors expressed a need for some sort of give-away to attract people to stop and talk. Rather than spending money on a “throw away” item we developed a reflective I BIKE PHL sticker. This sticker works as a way to get people to stop and chat, and it gives them a reflective safety item to put on their bike. Stickers are relatively inexpensive and easy to transport. The stickers are part of the I BIKE PHL initiative and also include the Bicycle Am- bassadors website address.

In addition to the materials already in use, the program is considering the need for some additional specialized information. This could include information on family riding, types of child carriers, using a bus bike rack and where to buy a bike. It may be that additional publications are only available online since there is a limit to the amount of material the Ambassadors can carry at a given time.

Funding Sources

The Bicycle Ambassadors are a program of the Bicycle Coalition of Greater Philadelphia (BCGP). The majority of Bicycle Ambassadors funding comes from a Federal Transportation Enhancement Grant, also known as a TE Grant. TE Grants have a goal to provide people with a richer quality of life by providing funding to communities as a means to improve the Social, Cultural, Aesthetic and Environmental aspects of their community. The Delaware Valley Regional Planning Commission, via the Pennsylvania Department of Transportation, is charged with handling the monies for TE projects in the region. The City of Philadelphia is the primary sponsor for the Bicycle Ambassadors program and BCGP is the organization contracted to implement the program. The remainder of program funding comes from BCGP and our program partners. The Bicycle Ambassadors program is currently funded for the 2009 and 2010 seasons and we are actively pursuing funding for future years.

Bicycle Ambassadors 2009 Report » 12 Program Partners & Sponsors

In addition to the funding sources described above, the Bicycle Ambassadors program also has community partnerships with University City District (UCD) and Fairmount Park. UCD has provided a great deal of support to get the program up and running including grant writing, program marketing, graphic design, storage and meeting space.

The program actively seeks direct program sponsors to offset some of the cost of the program through monetary or in-kind contributions. The 2009 Bicycle Ambassadors were sponsored by Recreational Equipment, Inc. (REI), Advanced Sports, Inc (aka: Fuji Bicycles), Eastern Mountain Sports (EMS), and Planet Bike. With the success of the 2009 season the program has the ability to solicit additional support and sponsorship for the 2010 season.

Uniforms & Gear

From the outset of program development it was a priority to assemble a team of Ambassadors rather than a group of individuals. One of the quickest ways to identify as a team is through a uniform. Throughout the season, Ambassadors wore a red uniform shirt (provided by REI) made of technical (wicking) fabric. The shirt had a large logo on the front and a list of sponsors, partners and the program website on the back. As the season progressed, the Ambassadors became a recognized component of the community by wearing their uniforms.

In addition to uniforms shirts, Ambassadors were issued gear to assist with their work. All of this gear was issued at the beginning of the season and returned upon season completion. Fuji provided touring bikes for the entire team. Other than some issues with the wheels throughout the season, these bikes provided an ideal means for getting from event to event. They were sturdy and held up to the wear and tear of the season. Additional gear included a lock and leash, lights, pump, pressure gauge, tubes, tire irons and saddle bag.

Media hits

The Bicycle Ambassadors program received a total of 38 media hits in 2009. A running list of all media hits, with links to the articles, is available on the Bicycle Ambassadors website. w 12/01/09—Troubles in Philly, Lessons for New York? (City Room Blog, NYTimes.com) w 11/24/09—Two-wheeled hazards (Inquirer) w 11/21/09—A bicycle blitz in Center City (Inquirer) w 11/20/09—Phila Police Starts Enforcement Campaign . . . (Center City Weekly Press) w 11/20/09—Heads up, bikers: police pulling over bicycles today (Citypaper Clog) w 11/20/09—Pedestrian deaths see cyclists targeted on the streets of Philadelphia (road.cc) w 11/20/09—City cyclists cheer one bill, boo others (Inquirer) w 11/20/09—Philly cops cracking down on bike-riding scofflaws (Inquirer) w 11/20/09—Bike enforcement push launched in Center City (Inquirer) w 11/19/09—City cyclists could face new rules (Inquirer) w 11/17/09—Police Cracking Down On Rogue Cyclists (FOX29) w 11/16/09—Radio Times with Marty Moss-Coane (WHYY) w 11/13/09—The Strike (Bicycling Magazine “In the Bike Lane” blog) w 11/03/09—Bike the Strike (Phillyist)

Bicycle Ambassadors 2009 Report » 13 w 11/03/09—PSA Bike the Strike! (Philebrity) w 11/03/09—Bike the Strike (Philadelphia Weekly) w 10/27/09—Twitterist: Phila in 140 Characters (Phillyist) w 10/01/09—Of Byko & bikes (Daily News) w 09/24/09—The Lane Makers: The Big Vision Issue (CityPaper) w 09/20/09—Peddling Forward (South Philly Review) w 09/18/09—Twitterist: Phila in 140 Characters (Phillyist) w 09/04/09—Tour de No-pants (Daily News) w 09/04/09—Bicyclists to Ride Nude Through Philadelphia (Inquirer) w 09/01/09—Philadelphia: City of Bikerly Love (Momentum) w 06/15/09—Philly to bicyclists: Get off the sidewalk (Its Our City) w 06/05/09—Philadelphia Named Bicycle Friendly City (Weekly Press) w 06/02/09—Pedestrians Deserve a Share of the Road (Daily News) w 06/01/09—Good Wheel Ambassadors (Grid Magazine) w 06/01/09—City Receives Bike Award (Greenworks) w 05/28/09—Warning Drivers to Slow Down (Metro) w 05/26/09—Bicycle Coalition Calls for Action on MLK following last week’s crash (Citypaper The Clog) w 05/26/09—Bicyclists Promote Safety On MLK Drive (CBS3) w 05/26/09—Good Morning Philadelphia: Cyclists Protest at Accident Site (Inquirer) w 05/26/09—Bicycle Advocates Campaign Against Unsafe Drivers on MLK Drive (KYWNews) w 05/26/09—Bike Group Pushes Safety on MLK Drive (Fox News) w 05/15/09—City Pedaling During “Ride Your Bike to Work Day” (CBS3) (plus video of Mayor Nutter w/ Ambassadors) w 05/15/09—Nutter Gives Cycling a Try for “Bike to Work Day” in Philadelphia (KYW1060) w 03/09/09—Earth to Philly, Naked Bike Ride passes us by (Daily News) w 01/16/09—Bike-share ambassador faces tough sell (Phila Inquirer)

Additional Lessons Learned

The inaugural season of the Bicycle Ambassadors was a success, but as with any new program, there were many lessons learned and areas needing improvement.

One of the most important lessons learned is how very difficult the job of a Bicycle Ambassador is over an entire season. It can be a tough life to live when you know your schedule only a week in advance, and where you sometimes don’t have two days off in a row to decompress. For the Ambassadors that was often the way it felt: days of hard physical and mental labor, most of the time enjoyable but sometimes very taxing. There were days during the four month season where you get fed up with your teammates. It is hard to be with the same people day in and day out, whose personalities on bad days have the potential to really clash. Furthermore, it is a challenge to willingly want to work in a city where ideologies are shifting on the benefits of riding a bicycle and where change is happening slowly but surely. This can make it hard to see the big picture. It can be tough and draining work. But work that at the end of the day, at the end of the season, you do feel proud and honored to have been a part of.

Bicycle Ambassadors 2009 Report » 14 This is a job that cries out for more people to think in a utilitarian and progressive way. It takes a certain person to want to be on a bicycle during the sweaty summer months, conversing with folks who sometimes don’t want to give you the time of day. It is a job for people who are really trying to make a difference. There are special moments where a potential new rider or a long time rider light up, smile, and share a personal story with you; or the feeling of seeing more people choosing to wear a helmet when they ride; or even better, the feeling of riding in a group on a regular day by coincidence. These are the moments that make this job so great. These inspirational times are what get Ambassadors up at the beginning of the day and keep them committed to the job through the end of the season. For a first year program, we are very proud to say that six Ambassadors started the season not knowing exactly what they were getting themselves into, and all six finished the season leaving the program in a much better place. Similar to what many Peace Corps graduates say, “It is one of the hardest jobs you’ll ever love.”

However, there are definitely things to consider for the next season in relation to minimizing stress with the new group of Ambassadors. One of the main issues is the burnout timeline that happens naturally with this line of work. Collectively, the six Ambassadors of 2009 felt that a mid-way retreat/vacation is necessary. After 8 full weeks of non-stop outreach work, the happiness and productivity levels begin to drop; a mid way break is a necessary re-boot for the effectiveness of the team and the success of this program. Ultimately, the Bicycle Ambassadors health and wellbeing is paramount to the success of the program and future seasons of the program must make this a priority.

As stated before, building a team of Bicycle Ambassadors was a priority for the 2009 season. Halfway through the 19 weeks, one Ambassador proposed incorporating an Ambassador-only debrief just before the weekly program meeting, without the presence of the program coor- dinator. This 30 minute gathering allowed Ambassadors to catch up on the week’s events. Ambassadors generally worked in teams of two and the weekly meetings were their only time to catch up as a team and talk about problems. The team would talk about problems they were having amongst themselves or challenges they were having with the job. The meeting also provided a time for Ambassadors to compile all of the necessary information they needed to turn in at the program meeting. Ultimately, the 30 minute Ambassador-only debrief helped the team reconnect and focus for the upcoming week.

As a first year program, there were many challenges getting the program up and running. Scheduling turned out to be one of the more challenging components. It will be necessary for the 2010 scheduling to be more balanced between the type of outreach and the neighborhood being scheduled. Creating this balance is an important aspect of maintaining a success- ful program and helping to minimize the burnout described above.

One of the most successful components of the Bicycle Ambassadors program were our classroom sessions, but there were simply not enough on the 2009 schedule. In addition to making more connections with local organizations and companies we are going to start hosting our own Urban Bicycling classes. Classes will be scheduled at two locations, our office and at University City District. By hosting our own classes we will be able to attract people who choose to attend such a session on their own time rather than with their company. Ambassadors will be able to market these classes at other outreach events as well.

The Bicycle Ambassadors program is currently working in the neighborhoods of Center City, University City and Fairmount Park. Although it is very nice to have a small area to saturate, the limited neighborhoods pose a challenge to schedul- ing. There are only so many events happening within these boundaries. In addition to the scheduling challenges it is also important to note that by restricting outreach the program is not reaching other local communities. There are many

Bicycle Ambassadors 2009 Report » 15 underserved communities in Philadelphia who could also benefit from adult bicycle safety education. In addition to the underserved communities, there are many nearby Philadelphia neighborhoods which also have a very high number of people riding bicycles. Although the 2010 Ambassadors program will continue to work primarily in Center City, University City and Fairmount Park, we will continue to pilot some different types of outreach in the nearby and underserved commu- nities of Philadelphia. The current funding lasts for one more season and it is important to start looking at ways to expand the program while applying for future funding.

As a first year program, the majority of staff time was spent simply getting the program up and off the ground. One component to consider for future seasons is the inclusion of volunteers. Ambassadors go through a great deal of training and have many tools in their education toolbox which they have been trained to use. It is very hard to have a volunteer go to an event and call them an Ambassador without this training. For future seasons, it is possible to design outreach opportunities which are volunteer friendly. These opportunities would be designed to have an Ambassador “train” the volunteer on the spot. The volunteer would be limited to learning a few select skills to be performed for that specific day. These volunteers would always be working with a trained Ambassador. The service stations described above are a great opportunity to nvolve volunteers and give them a very specific topic to focus on for the day.

Another important lesson learned is the need to complete an outreach evaluation form for all activities with which an Ambassador is engaged. For example, although all assignments are tracked on the original scheduling calendar, evaluation forms were not completed for things like bike counts or time spent developing the videos. These activities are important to track and include in the metrics.

Conclusion

The 2009 inaugural season of the Bicycle Ambassadors was a resounding success. We were able to create a program from scratch and tailor it to the needs of the Philadelphia community. Ultimately, the Bicycle Ambassadors program will grow and mature with time. As we become a more consistent fixture within the community our effectiveness will grow. The 2010 season will build off of the lessons learned in 2009 and offer more services to encourage and educate the Philadelphia community on how to ride more often and ride more safely.

Bicycle Ambassadors 2009 Report » 16 The Bicycle Coalition of Greater Philadelphia would like to thank all of our program supporters and sponsors including the City of Philadelphia, PennDOT, DVRPC, University City District, Fairmount Park, REI, Advanced Sports, Planet Bike and EMS. We would also like to extend a heartfelt thank you to the six 2009 Bicycle Ambassadors. Your hard work, determination, perseverance and teamwork made the inaugural season of the Bicycle Ambassadors a resounding success!

Sponsors and Partners

Primary Funding and Support

Local Partners

Corporate Partners

Bicycle Ambassadors 2009 Report » 17