Culture, Bike Paths Power Portland's Retail Engine
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December 1, 2012 1 Culture, bike paths power Portland’s retail engine ortland’s stature as the top cycling city in the U.S. is well documented. Th e PCity of Roses has the high- est percent of bike commuters of any major U.S. city with 6.3 per- cent of total commute trips done by bike. Cycling is such a part of the DNA in this city of 600,000, that it’s a major driving force for the lo- cal economy. A 2008 study by Alta Planning + Design pegged total economic activity from the bike in- dustry at $90 million, with retailers accounting for about 60 percent of that or $52 million. But Alta Planning president Mia Birk says that number is likely higher now. She says that at least 20 new retail stores have come onto the scene since the report. Local retailers and manufacturers estimate that around 80 business- es sell, rent or repair bikes in the Portland metro area, which has a popu- lation of just over 2 million. Th is high concentration has led to greater competition among stores, which have not only had to up their game but also focus on a specifi c rider or category to set themselves apart. “Th ere are so many niches in this town,” said Jay Graves, owner of Bike Gallery, a landmark Portland retailer with six stores in the area. Whether it’s retailers who sell practical, transportation and cargo bikes for families or full-suspension trail bikes, shoppers in this city have a wide range of options not only for buying bikes and accessories but also for maintenance and repairs as a new wave of service-only shops open for business. Retailers who have been around since the 1980s and even into the 90s recall a time when the city was overrun by crime and traffi c and bikes were a rare sight. Today, much has changed thanks to in- vestments in bike facili- ties and public transit coupled with Portland’s nascent cul- ture of sustainability and active living. Th e city’s vast network includes 328 miles of bikeways, making it easier and safer for more people to ride more oft en and that means more money to power Portland’s retail engine. “It’s everything—it’s investment in infrastructure, it’s city programs like SmartTrips where every person that moves here gets information on biking, walking and public transit,” said Rob Sadowsky, executive di- rector of the Bicycle Transportation Alliance, a statewide nonprofi t that promotes cycling. “It’s also a city with a real commitment to sustainabil- ity that promotes composting, recycling, water management and other Photos by robert huff Continued on page 19 Giro_BICYCLE_RETAILER_SEPT12_1.pdf 1 7/30/12 11:46 AM C M Y CM MY CY CMY K THE REVERB HELMET DESIGNED FOR LIFE ON THE MOVE The world is changing, and nowhere is that more evident than in the streets of New York City. Paul Steely White of Transportation Alternatives in NYC is leading the mission to create more efficient, livable cities. From advocating for a massive bike share program and infrastructure improvements, to championing the benefits of mass transit and the rights of pedestrians, Paul is helping to reshape America’s greatest city. Roll along with him at giro.com to learn more about T.A. and see the transformation first hand. December 1, 2012 19 Family owned Bike Gallery rooted in advocacy ay Graves has been a part of pride in shopping at locally owned, or more—and advocacy, a tenet Portland stalwart Bike Gallery independent businesses, although on which the Bike Gallery was Jsince the beginning when his Graves has talked to Trek about the founded. Graves was an early sup- parents opened their first shop in idea. He came close to pulling the porter of Portland’s Bicycle Trans- 1974 in the city’s Hollywood neigh- trigger on a concept store in 2008, portation Alliance; and a founding borhood. Graves is now the sole but scrapped plans when the econ- board member of Cycle Oregon and owner of the business, which oper- omy took a nosedive. He has gradu- Community Cycling Center. He ates six stores in an 8-mile radius. ally amassed six stores by buying began supporting the BTA in 1993 But the family tradition continues; shops from retailers who couldn’t by paying the postage for its mail- Graves’ 25-year-old son Simon is a survive the saturated market. ings at about 100 per month and has mechanic at its downtown store. Even a seasoned retailer like watched it grow into an organiza- Bike gallery The Bike Gallery is Portland’s Graves doesn’t always hit the mark. tion with 20 employees and a bud- hollywood only Trek retailer and runs efficient- Last month, he moved his Division get in excess of $1 million. Employees: 14; 85-100 companywide ly with one central warehouse at its location because the spot turned out “Advocacy is local first,” said Shop floor space: 10,000 Years in business: 38 flagship location on Sandy Boule- to be unfriendly to retail with very Graves, who regularly attends the Emphasis: Full service: kids to pro vard and scheduled freight deliv- little foot traffic. National Bike Summit and speaks level eries during the week to the other Graves considers his biggest at advocacy seminars for the Na- Main brands: Trek, Bontrager, Shi- shops. Trek does not have a concept successes his staff—with numer- tional Bicycle Dealers Association. mano, Pearl Izumi Owner: Jay Graves store in the city, where residents take ous employees tenured at 15 years —Nicole Formosa Small-shop attention but big-shop selection iver City Bicycles rings up run things his way. Over the span we’re on your number,” Guettler sales that perhaps nip at the of nearly two decades he’s created a said. rheels of larger, multi-store sizeable retail empire that consists Depth of inventory—he’s got competitors in town. But owner of a three-floor store with indoor a corner devoted to stems on the Dave Guettler manages to do so test track and outside BMX ramp, second floor of his main store, for with a mom-and-pop approach that a nearby 20,000-square-foot ware- example, and can display up to 800 stresses top-notch service, relies on house, a fit studio, and an outlet bikes while housing up to 1,500 the expertise of its staff and priori- where he sells closeouts. On a busy more at the warehouse—and num- tizes community involvement. day in early spring, River City can ber of bike and accessory brands is “We’re more human-based than easily crank out $100,000 in sales. unusual, but something Guettler data-based,” said Guettler, who ad- And that’s sans the Internet. takes pride in. A bike geek at heart, mits that he has no point-of-sale His staff is his most valued as- he has worked to make his shop a system. He doesn’t need one to set so he invests in it, paying high- candy store for enthusiasts with vin- know what to order or how his busi- er-than-industry-average wages, tage bikes hanging from the ceiling ness is doing, he says. “It’s about fo- providing health benefits, profit and rows upon rows of bikes, cloth- river City Bicycles cusing on the basics,” he notes, and sharing, commissions and other ing and parts in almost size and Employees: 55 at main store; 8 at making the shop a place that’s fun less-tangible perks like beer and color at hand’s reach. outlet for himself, his customers and his pizza lunches and flexible hours. Guettler, a musician in his Shop floor space: 10,000 square feet at main store employees. Community is another priority. spare time and woodworker who’s Years in business: 18 That philosophy seems to have River City is the title sponsor of the built the display counters, coffee Emphasis: Full-service: kids to pro worked for Guettler, who first cut Cross Crusade Series, the largest bar and signs throughout his store, Main brands: 20 or so bike brands his teeth in bike retail in the Bay cross event in the region, gives and is humbled and surprised by what and too many P&A brands to name Owner: Dave Guettler Area as part owner of a multi-store participates in dozens of other races River City has become. “I truly have chain there before moving to Port- and rides, and sponsors local clubs the best job in the world,” he said. land in 1994 to start a business and and teams. “If you race in Oregon, —Lynette Carpiet Continued from pg. 17 September for its Sunday Portland hosts nearly 4,000 bike- Parkways. It also works with related events including races, rides and Portland facts: 80 schools citywide on Safe tours every year, mostly put on by indi- Routes to School programs viduals, clubs or retailers. Pedalpalooza, a • Portland is one of only three platinum Portland Dealer Tour level Bicycle Friendly Communities in that encourage biking and three-week festival celebrating all things the U.S., a designation awarded by the land use issues.” walking. The number of bike, brings people together in June with League of American Bicyclists. The foundation for biking in the students who walk or bike to school has a schedule of close to 300 events, includ- city was set back in the 1970s when skyrocketed from 8 percent before SRTS ing the famous Naked Bike Ride that PortLAnd hAS 328 miLeS oF Oregon passed a law requiring that to 31 percent, Sadowsky said.