Nice Ride and the Birchwood Exception

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crowdsource-logoNote: This post is part of the streets.mn/Nice Ride crowdsource conversation, a series of crowdsourced looks at how to expand or improve Nice Ride planning.Check out the rest here.

One of the cooler facts that I learned from the recently concluded Nice Ride/ streets.mn crowdsource planning project was that the Birchwood Café received the first ever Nice Ride station. On top of that, they also have higher-than-would-be-expected ridership numbers. I have a theory that it all can be traced back to their station placement, and whole-hearted embrace of bicycling, not just as equal-to traveling by car, but as a mode-of-choice, to be placed symbolically and physically at the center.

sotw11c

Birchwood sidewalks, circa 2007.

In other words, the Birchwood is an ideal model for future Nice Ride station placement because they idealize a seamless relationship between architecture, environmental values, business sense, transportation, and neighborhood that can and should be a hallmark of the relationship between small businesses and bicyclists. In short, the Birchwood embodies the “sense of place” that will make Nice Ride thrive.

Prioritirizing modes

I guess the Birchwood having the ür-Nice Ride kiosk makes sense. In case you didn’t know, the Birchwood café is one of the bastions of the Seward neighborhood, and a sort of epicenter for Minneapolis’ liberal values, promoting local food, directly-sourced coffee, bicycling, #blacklivesmatter, organic food, community groups, and basically everything else that makes Minneapolis feel (a bit too) good about itself. Plus their food is great, their sidewalk is tops, and they’re right in the middle of Minneapolis’ “numerological twilight zone” (NTZ) which gives it the added air of elitism that comes with being difficult to find.

(I tease because I love.)

Anyway, it’s hard to forget the moment when a non-Seward resident first discovers the Birchwood. For one thing, their sidewalk is fabulous, a lightly-landscaped, often chalked, seamless transition between inside and outside, shop and street, business and neighborhood.

And it was outside the Birchwood where I first noticed the odd psychological effect of bike share stations. I was sitting sipping a coffee in the sunshine, watching people ride and walk up and down the street, and the new kiosk made quite an impression before the front door. As couples walked past, they would stop and gaze at it for a few key seconds.

“Hm, maybe someday I’ll try that out,” I heard someone say.

“How do they work,” couples would murmur to each other

The key thing for me was that these were people, so I thought, that would never bike around South Minneapolis on their own. Even if you never use it, the Nice Ride station breaks down a psychological barrier between us and them, the bicycle people and the rest of us. It offers a gateway into an intimidating world, an exciting potential that is really helpful for forwarding conversations about urban bicycling past a divisive impasse.

And unlike almost every other small business, the Birchwood puts its bike rack and its Nice Ride station right before the front door, taking up (at least) two prime parking spots. That sends a message of welcoming, and amplifies the feeling of comfort that becomes so crucial to actually changing behavior.

birchwood1

The bike racks and Nice Ride station at Birchwood.

The importance of atmosphere

Another thing I learned during the Nice Ride crowdsource project was that station usage was not simply about the latitude and longitude, but about how and where the station was placed. According to Nice Ride director Bill Dossett, and the other staff that chatted with us at length, some stations in seemingly sensible locations — say by a LRT stop or along a bike route — have low performance because of their atmospherics. If the stop is in the middle of a large parking lot, tucked into an alley, or at a chaotic intersection, people are far less likely to use it.

This kind of lesson is something that marketers and interior designers know quite well. Atmospherics can make or break a restaurant, and it should be no surprise when they become the key to an impulse-sensitive transportation mode like a bike share program. I think about this sometimes as I encounter a poorly placed bike rack; for example, the racks at Saint Paul’s new Bad Weather Brewery taproom are tucked around the corner from where everyone expects them to be.

Bicycles parked NOT in the bike rack at Bad Weather brewing. (Rack is around the corner.)

Bicycles parked NOT in the bike rack at Bad Weather brewing. (Rack is around the corner.)

Key point: I believe that changing the atmospherics around the Nice Ride stations will have a huge impact, and are probably just as important as the overall geography of station density. If the kiosk is placed front and center, made to look inviting, and “welcomed” by the business community around it, it will get a large boost in ridership. If not, it will probably languish.

birchwood-usage

2014 data.

I’ve put the just-released 2015 Nice Ride Power Rankings at the bottom of this post and, as you can see, the Birchwood station comes in about half-way down the pack. According to Nice Ride data wonk Mitch Vars, “given where it’s at and the type of land use in the area Birchwood really outperforms just about any other comparable location.”

In other words, the Birchwood location doesn’t offer any particular network density, and sits in the middle of a largely single-family neighborhood, but consistently outperforms similarly placed locations. The lesson is that, when planning stations, Nice Ride should carefully weigh exactly how a station will be located architecturally and, if possible, give a “atmosphere bonus” for locations that put kiosks at the center of attention.

birchwood2

[The Nice Ride kiosk, lined with landscaping.]

Conclusion: the Nice Ride welcome mat

Frankly, this is a lesson that can begin to offset the often fraught relationship between small business and bicycling more generally. When bike corrals — replacing an on-street car parking space with a high-quality, high-capacity bike rack — were first proposed for businesses in Portland (and other places), most business owners are very skeptical. For many urban locations, the #1 complaint they get is about inconvenient parking, and taking a valuable on-street spot and removing it for bike racks seems utter folly.

But when you crunch the numbers, a bike rack with 20 spots “turns over” more often than a parking spot for one car. The Birchwood “trips per day” average for 2015 was 8.5, and I’m going to guess that those trips are very unevenly distributed, peaking during the warmest months and days. I’d love to see more businesses place their stations front-and-center and, like the Birchwood, send the signals that reap benefits.

three-bike-corrals

Three bike corrals: Queens, Minneapolis, and Saint Paul.

Full Nice Ride 2015 Power Rankings

 

 

 

 

 


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9 Responses to Nice Ride and the Birchwood Exception

  1. Matt Steele
    Matt Steele November 12, 2015 at 11:55 am #

    An on-street NiceRide station + on-street bicycle corral should be the hallmark of any legit node. It’s my dream for 48th and Chicago.

  2. Walker Angell
    Walker Angell November 12, 2015 at 2:10 pm #

    People like pleasant and inviting places? Given how many we build I thought most of the rest of the population preferred huge characterless parking lots to saunter around and wide multi-lane roads of fast traffic to play dodgecar in.

    🙂

    Birchwood makes a good model for some places on Cleveland Ave like Davanni’s and Luci Ancora. As much as I would like to boycott these and others (and I will have a tough time going back in Luci, though it was a favorite of ours) for their opposition to bike lanes on Cleveland, I rather look forward to reading their comments in a few years on how much things have improved with the new bike lanes and all of the people riding bikes.

    • Mitch Vars November 12, 2015 at 4:09 pm #

      The Davanni’s and Luci piece is important. When advocates of bike lanes and other facilities make the ‘bikes are good for business’ argument, I would add a caveat. Bikes are good for businesses who are receptive to bikes. Birchwood gets this in spades.

      If the way to attract customers in cars is by catering to their needs (parking, drive throughs etc.) why would things be any different for attracting cyclists? If Davanni’s and Luci were to add some bike parking they stand to capture some business from passing cyclists. On the other hand if they’re perceived as unwelcoming or openly hostile to cyclists then the addition of bike lanes may result in passing cyclists on Cleveland but probably won’t do much for their businesses because few of them will stop.

      • Bill Lindeke
        Bill Lindeke November 13, 2015 at 12:17 pm #

        BTW, at the last Cleveland task force meeting I kinda sorta promised people that Nice Ride would put stations along the new bike lanes.

        Oops!

  3. Mike November 12, 2015 at 2:19 pm #

    As we were unlocking our bikes to leave Birchwood, my mother said, “You’d feel like a schmuck if you drove here.”

    • Bill Lindeke
      Bill Lindeke November 13, 2015 at 12:16 pm #

      Interesting feeling! Lots of people drive there, certainly the majority of folks, yet they do quite well. That’s kind of how I imagine the future, people feeling a little guilty for driving their cars and far less likely to complain about traffic and parking as a result.

  4. Dana DeMaster
    DanaD November 13, 2015 at 3:22 pm #

    Clearly, I alone am supporting some of those stations.

  5. Eric W. November 14, 2015 at 9:03 pm #

    I really wanted to let this go, but I can’t. With one notable exception, those things listed in the third paragraph are not “liberal values.” They are white urban elitist values. Not that there’s anything wrong with that.

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  1. How Giving Bike Share Prime Real Estate Attracts More Riders | Streetsblog.net - November 13, 2015

    […] One of the more successful stations in Minneapolis’ Nice Ride system is parked right in front of the Birchwood Cafe. Photo: Bill Lindeke/Streets.mn […]

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