Flexible Occasional Bikeshare Membership Handbook

Flexible Occasional Bikeshare (FOB) Membership: Evaluation and Recommendations A Handbook for Bikeshare Systems Patricia M.
Happ Capstone paper submitted to the faculty of the Virginia Polytechnic Institute and State University In partial fulfillment of the requirements for the degree of Master of Urban and Regional Planning In the Program of Urban and Regional Planning School of Public and International Affairs Urban Affairs and Planning Alexandria, Virginia Ralph Buehler, PhD. Chair Kris Wernstedt, PhD. Committee Member Sonia Hirt, PhD. Committee Member May 2013 Copyright Patricia M. Happ 2013 patriciahapp@gmail.com The term Flexible Occasional Bikeshare (FOB) Membership was created by the author of this handbook and may only be used with appropriate citation of the author and document. Keywords: Bikeshare, Flexible Occasional Bikeshare (FOB) Membership, PAYGO, Bicycling, Transportation, Bikeshare Key, Bikeshare Membership, Non-motorized Transportation
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS
Table of Contents
Executive Summary 1. Introduction .............................................................................................................................. 1 2. What is FOB Membership? ....................................................................................................... 3
2.1. 2.2. 2.3. 2.4. 2.5. 3.1. 3.2. 3.3. 4.1. 4.2. 5.1. 5.2. 5.3. Definition............................................................................................................................... 3 Bikeshare Membership Categories and FOB Membership Option ....................................... 3 Implications for Data Collection............................................................................................ 5 Pricing.................................................................................................................................... 7 Revenue ................................................................................................................................ 8 Bixi Montreal ......................................................................................................................... 9 Barclays Cycle Hire of London ............................................................................................. 10 Paris Vlib........................................................................................................................... 11 FOB Opportunities and Risks............................................................................................... 13 FOB Membership and Bikeshare Program Goals and Objectives ....................................... 17 Goals and Objectives ........................................................................................................... 20 Designing a FOB Membership Option ................................................................................. 20 Pilot Study ........................................................................................................................... 23
3. Case Studies .............................................................................................................................. 9
4. Evaluation ............................................................................................................................... 13
5. Recommendations for Implementation ................................................................................. 20
6. Conclusion ............................................................................................................................... 25 7. Bibliography ............................................................................................................................... i 8. Table of Figures ..........................................................................................................................v 9. Appendix A: Data and System Improvement: The Virginia Tech Casual User Study ................vi 10. Appendix B: Methods ............................................................................................................. viii
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Executive Summary
Public bikesharing systems provide access to shared bicycles for short-term transportation. Bikesharing is experiencing rapid expansion throughout the world in response to a growing demand for sustainable transportation. Flexible Occasional Bikeshare (FOB) Membership is a new term describing a suite of bikeshare subscription options permitting riders to obtain a bikeshare fob, or electronic key or pass, without a paid subscription, and to purchase ridership access in desired increments. The FOB Membership concept complements existing bikeshare membership options and provides the first bikeshare membership model to capture ongoing data about infrequent, casual bikeshare riders such as tourists. FOB Membership is an umbrella term describing a suite of membership choices, some of which have been implemented by bikeshare systems and others that are first introduced in this document. This handbook is designed to assist bikeshare administrators in better understanding the benefits and limitations of implementing a FOB Membership option. FOB Membership has notable potential because these occasional bikeshare users represent the largest group of bikeshare riders, and generates the greatest segment of bikeshare revenue. Bikesharing are experiencing dramatic expansion, growing from 68 bikesharing systems in 2007 to 493 in 2012 (DeMaio, 2012). Future growth depends on responding to rider needs and increasing options while improving system quality, and FOB Membership provides one strategy toward this goal. The handbook is designed to inform and guide bikeshare administrators through the decisions and choices for FOB Membership options. Advantages of FOB Membership include the potential for enhanced user satisfaction, increased revenue generation, comprehensive data collection, and improved outreach to underserved groups. Because they are the largest bikeshare rider group, ensuring customer satisfaction for casual riders is paramount to creating a successful, sustainable bikeshare system. The FOB concept captures registration information and contact details for casual riders, providing an efficient method to gain feedback and learn about rider satisfaction levels and preferences. Bikeshare administrators can employ the new data to make improvements to the bikeshare system, resulting in increased ridership and improved customer fulfillment. Information gained through FOB Membership can also enhance data aggregation for transportation and health studies. Improving the bikeshare experience and providing a flexible membership option for casual or infrequent riders can result in increased bikeshare revenue. Casual riders provide the greatest revenue for bikeshare systems. Flexible casual rider fobs, keys, passes, and membership options can attract even more occasional riders. The variety of FOBs key distribution options can also open casual use to new rider groups. Serving low-income and minority populations remains a challenge for bikeshare systems. FOB Membership options provide a potential avenue to attract these groups through lower upfront fees, no credit card holds, and flexible passes and payments. Moreover, the FOB concept provides cash payment options to assist unbanked members of the community. The handbook includes case studies of three of the bikeshare systems currently implementing FOB Membership features. Analysis of key procurement options, member pricing, as well as access provision is presented. Using the information provided in this handbook, bikeshare system administrators and operators will be able to understand the opportunities and risks of adding a FOB Membership to their bikeshare membership options, and analyze potential impacts on their bikeshare system. Providing quality bikeshare system options that reflect the needs of customers is necessary for bikeshare systems to thrive, and the FOB Membership concept presents an avenue to enhance overall bikeshare system excellence.
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1. Introduction
Public bikeshare is the shared rental of bicycles for transportation purposes. Bikesharing is growing rapidly, increasing from 68 bikesharing systems worldwide in 2007 to 493 in 2012 (DeMaio, 2012). There are nine U.S. bikeshare programs set for launch in 2013, and 33 additional U.S. and Canadian systems currently in the planning stages (Shaheen S. , 2013). Future growth of the bikeshare industry depends on the ability of systems to serve the needs of cities and riders. This handbook introduces the Flexible Occasional Bikeshare (FOB) Membership concept, which allows bikeshare riders to obtain a pass or key without a paid membership and to purchase bikeshare access as desired. FOB Membership is a growing bikeshare subscription trend that provides unique opportunities for bikeshare system growth while providing potential for improving rider experience. This handbook provides new insight and analysis for why and how the FOB Membership concept can be implemented for bikeshare systems. This is the first document designed for bikeshare system administrators and operators who are considering adding the FOB Membership features to their systems suite of membership options. The handbook was written to contribute to greater understanding of FOB Membership options, and it will enable bikeshare system operators to evaluate the option The Flexible Occasional Bikeshare to answer the question: "Will the FOB Membership (FOB) Membership concept allows concept improve our bikeshare system through enhanced riders to obtain a bikeshare pass or user experience and system growth?" The document outlines the importance of data collection and to purchase bikeshare access for bikeshare system improvement, and how the FOB in desired increments. Membership option works with bikeshare pricing and revenue. Current bikeshare systems using FOB Membership options are discussed for different bikeshare systems and structures. Next, opportunities, risks and requirements for FOB are outlined to assist bikeshare systems in their needs assessment. Three current FOB-style bikeshare subscription options are presented through case studies. Finally, the handbook provides guidance, analysis, and recommendations for bikeshare systems to implement a FOB Membership option. The purpose of this handbook is to assist bikeshare administrators and operators in better understanding the benefits and limitations of implementing a FOB Membership option. Moreover, this document is designed to aid decision makers in evaluating FOB system features for implementation. For this document, the term Flexible Occasional Bikeshare (FOB) Membership is a broad term describing a suite of bikeshare membership options whereby riders can obtain a bikeshare fob (pass or key) without purchasing a membership, and where they purchase bikeshare access for the key when desired. The FOB subscription option separates procurement of the bikeshare key or card from membership, registration, and or payment. These characteristics are applied differently for each Happ 2013 1
key without a paid subscription,
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS bikeshare system and may use different labels. Bikeshare systems using FOB features also use the terms Occasional Subscriber, Express, or Daily Key to describe the membership. The FOB Membership option shares some characteristics with casual 24-hour bikeshare subscription, as both generally serve infrequent riders who choose not to purchase a longer-term membership. However, a principal distinction between the two ridership options is that FOB users hold an electronic fob, key or pass to check out bicycles. Bikeshare systems currently implementing versions of FOB Memberships include Bixi Montreal, Capital Bikeshare of Washington DC, Arlington and Alexandria Virginia (CaBi), and Londons Barclays Cycle Hire. Paris Vlib is also studied because its key distribution process uses FOB methods that contribute valuable information to this handbook.
Definitions
The following terms are used in this document: Casual Users Bikeshare riders who have purchased short-term bikeshare access. Usually refers to 24-hour and 3-day users. Flexible Occasional Bikeshare (FOB) Membership providing bikeshare access with a fob (electronic pass or key), and without an ongoing commitment or subscription. Key or Pass The electronic key fob used to unlock bikeshare bicycles. Some systems use an electronic card instead of a key fob. For the purpose of this document, the term key refers to both cards and keys. Key Activation When an electronic bikeshare key or card is linked to a users payment information and can be used to check out a bicycle. Member A bikeshare rider who has provided demographic and payment information to the bikeshare system in order to purchase access to bikeshare for a predetermined amount of time. Occasional Subscription The name of Bixi Montreals PAYGO plan. Overage Fee or Usage Fee Fees paid by bikeshare riders for rides exceeding the 30 or 45 minute free usage period. Pay-As-You-Go (PAYGO) Paying for bikeshare access in desired increments.
Figure 1: Handbook purpose and intended audience
Information in this report was gained through case studies of bikeshare systems using a FOB Membership option, as well as interviews with academics and practitioners. Furthermore, the report utilizes analysis of peer reviewed journal articles, web sites, news articles, reports and books. Because each bikeshare system is structured and operated differently, this handbook attempts to explore and integrate unique opportunities and challenges faced by different bikeshare systems. However, the document is not bikeshare membership or payment options.
Registration When a bikeshare user provides demographic and payment information to the bikeshare system to purchase a membership. Ride Each time a user removes a bike from the dock until the time they return the bike to the dock Subscriber A bikeshare pass purchaser. User A bikeshare rider or member.
intended to be a compendium of all
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2. What is FOB Membership?

This section provides the primary characteristics of FOB membership, discusses how the FOB Membership option fits into traditional bikeshare membership grouping, and the importance of the suite of FOB choices for bikeshare data collection and system improvement. Bikeshare pricing, including FOB plans are included, as well as the role of FOB Membership option in bikeshare revenue generation.
2.1. Definition
FOB Membership options describe an overall concept describing specific pricing and membership choices provided by bikeshare systems. FOB Membership options include two unique characteristics: separation of the bikeshare fob (key or pass) from membership, and the ability to add access to the pass by purchasing incremental ridership time. Figure 3: FOB Membership definition (Happ 2013) illustrates the two primary characteristics of the FOB concept.
Figure 2: FOB Membership definition (Happ 2013)
FOB Membership options describe a variety of bikeshare pricing options. The term Flexible Occasional Bikeshare (FOB) Membership was created by the author as the best representation of the model.
2.2. Bikeshare Membership Categories and FOB Membership Option

Bikeshare system memberships traditionally fall into two general categories: subscription and casual. The FOB Membership option bridges the two membership options with keys and data collection for infrequent users. This section discusses the traditional and FOB Membership options and outlines their commonalities and differences.
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS 2.2.1. Traditional Membership Options Subscription memberships involve bikeshare users becoming members through a registration process. Users provide personal information such as name, address, email address, age, and credit card number. Upon registration, members receive an electronic key to access the bicycles. Members pay an annual fee and are charged trip fees for rides in excess of a predetermined time, usually 30 minutes. Memberships are often renewed automatically using the stored credit card. Casual, or short term, users do not provide personal or demographic data to the bikeshare system to ride. Often these riders swipe a credit card at the bikeshare kiosk to pay for a 24-hour pass. The credit card serves as a key, and is swiped at each subsequent kiosk to initiate each new ride within the access period. According to the Mineta Transportation Institute Figure 3: Traditional membership levels for bikeshare report, Public Bikesharing in North America: bikeshare systems (Happ 2013) Early Operator and User Understanding, most bikeshare systems membership levels are generally designated into the categories of daily, weekly, monthly and annual (Shaheen, Martin, Cohen, & Finson, 2012). Daily and weekly lengths are often considered casual users, while monthly and annual subscribers are grouped as members. Figure 3: Traditional membership levels for bikeshare systems (Happ 2013) illustrates the relationship between the membership types. Access for casual users is often gained through providing payment by swiping a credit card at a bikeshare kiosk, while access for members is gained through registration and providing payment, contact information and demographic details. 2.2.2. FOB Membership
Figure 4: FOB Membership incorporates both casual and subscriber characteristics (Happ 2013)
FOB Membership options fits into both the casual and the subscription/member category. Users provide identifying information to sign up for a subscription, but incur no membership fee and pay daily rates only when riding. Bixi Montreals Occasional User option is described as a subscription with a lower rate per 24-hour use ($5.00) than the Casual User 24-hour rate of $7.00. Bixi Montreal charges members and casual users the same rates Happ 2013 4
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS for exceeding the 30-minute free ridership window. Some bikeshare systems like Bostons Hubway and CaBi have lower fees for exceeding the 30-minute trip fee for annual and monthly members, whereas casual users pay higher fees for overage. Figure 4: FOB Membership incorporates both casual and subscriber characteristics (Happ 2013) illustrates how FOB Membership spans both of the traditional membership types.
2.3. Implications for Data Collection

FOB memberships could benefit bikeshare systems because they can help systems track demographics, preferences, and user patterns of infrequent riders. These data can be used to improve user experience by making system improvements favored by casual riders. According to the United States Department of Transportation (USDOT), bikeshare Ridership data and customer surveys are necessary tools to help improve the overall service quality (USDOT Federal Highway Administration, 2012). Currently, many bikeshare systems casual user registration option allows riders to gain access through a credit card at the kiosk. While this system provides immediate access to a bicycle, it does not provide the bikeshare system any information about the rider. Figure 5: Useful casual rider characteristics and preferences that arte not collected by bikeshare systems (Happ, 2012) illustrates some of the information that bikeshare systems are missing from infrequent riders. By tracking the movement of bicycles from station to station, bikeshare systems can gain ridership data about casual users. FOB Membership provides an efficient method for linking that ridership data to rider characteristics, and for reaching out through email surveys to learn about casual rider preferences. Figure 6: Types of data captured or calculated by bikeshare systems with different membership types demonstrates the tree primary data categories, and the membership types that collect or have the ability to calculate those data. The figure uses CaBi Casual user and member information as an example. However, other bikeshare systems capture similar fields and calculate similar metrics.
Figure 5: Useful casual rider characteristics and preferences that are not collected by bikeshare systems (Happ, 2012).
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Figure 6: Categories of data captured or calculated by bikeshare systems with different membership types (Happ 2013).
To gain feedback from casual without contact information requires time consuming and expensive intercept surveys. One such study in the fall of 2011, the Virginia Tech Capital Bikeshare Casual User Survey was successful in gaining important feedback from casual users. The study utilized graduate students to perform an intercept survey of 340 casual users (Virginia Tech, 2011). The study captured a snapshot of casual user demographics, opinions and preferences. It provided CaBi with important recommendations based on the one-time study results. However, the survey was labor-intensive and would be expensive for bikeshare systems to repeat on a regular basis. The data are important because they assist bikeshare systems to understand casual users needs and preferences, and make system changes accordingly. Since the Virginia Tech study, CaBi implemented several system changes recommended by Virginia Tech as a result of the study, including adding additional bikeshare stations to the National Mall. The survey also showed that two-thirds of CaBi casual users were either domestic or international tourists (Virginia Tech, 2011). As a result, the study recommended increased tourist marketing efforts. The number of monthly casual user passes purchased more than doubled from 89,707 in September 2011 to 209,255 in September 2012. In addition, revenue collected from riders in Arlington, comprised of membership and usage fees, rose from covering 53 percent of CaBi costs in FY2011 to 66 percent in FY2012 (Arlington County, 2012, pp. 62). While it is not known whether the study findings and recommendations directly affected the casual
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS user increase, CaBi did implement several changes recommended in the surveys findings. Appendix A: Data and System Improvement: The Virginia Tech Casual User Study outlines the study and results.
2.4. Pricing
Bikeshare pricing is generally designed for keeping bicycles in circulation and promoting trips for transportation (Kisner, 2011). This section describes how FOB users pay for services including keys or passes, trips, and usage. Because bikeshare has a broad variety of variables and pricing options, this document provides a few specific scenarios designed to exhibit options, pricing, and revenues across a broad range of alternatives. Figure 7: Bikeshare member categories and associated fees (Happ 2013) illustrates how fee structures vary with membership types.
Figure 7: Bikeshare member categories and associated fees (Happ 2013)
Bikeshare systems vary in their key distribution methods. For example, Barclays Cycle Hire allows users to register and purchase multiple inactivated keys without ridership access. Bikeshare access is then purchased separately as desired. CaBi charges $10.00 for a Daily Key membership, which includes one free 24-hour trip. CaBi Daily Key cost for 24 hour use of a bicycle ($7.00) is the same as 24-Hour casual users. However, Daily Key holders pay lower usage fees like annual and monthly members. Bixi Montreals Occasional Subscriber option provides keys at no charge to occasional users. Once the user activates the key, they pay for 24 hours each time they initiate a new trip. The Occasional option gives subscribers a savings of $2.00 per day over 24-hour casual users. In addition, they have a longer initial free minutes time of 45 minutes and pay less than casual users for usage fees. Figure 8: Bixi Montreal Pricing for 24-hour and Occasional Subscribers demonstrates the differences in pricing, free minutes, security deposit, and key fees between the membership types. Happ 2013 7
Figure 8: Bixi Montreal Pricing for 24-hour and Occasional Subscribers (Bixi Montreal, 2013)
2.5. Revenue
Infrequent or casual bikeshare riders generate the greatest revenue of all bikeshare user groups. According to the Mineta Institute bikesharing study, bikeshare systems typically generate the most revenue from daily users who exceed the 30-minute free usage period (e.g. tourists). (Shaheen, Martin, Cohen, & Finson, 2012, p. 29). In an interview with BikePortland, CaBi General Manager Eric Gilliland expressed that short-term riders are "big revenue generators" because they take longer trips and they do not mind paying overage fees (J. Maus/BikePortland, 2013). In the first 15 months of CaBi operations, 40 percent of all CaBi casual trips exceeded the 30-minute window and incurred fees (JDantos, 2011). These fees produce more revenue than other membership groups. From January through November of 2012, 24-hour CaBi casual riders generated $1,187,917 (Arlington County, 2012). The Mineta Bikeshare study found that of the bikeshare systems surveyed, the largest revenue sources collected by bikeshare operators were user fees, followed by sponsorships, and advertising (Shaheen, Martin, Cohen, & Finson, 2012). Revenue through user fees was collected by 95 percent of bikeshare system operators, while sponsorship fees were collected by 89 percent of the surveyed systems. Advertising fees were collected by 68 percent of all operators. The user fees studied in the report were generated through the most common membership levels: day pass or 24-hour pass, weekly pass, monthly membership, and annual membership. The Mineta report does not mention FOB membership, as it is a new bikeshare concept first introduced by this document. However, since FOB riders also generally rent for 24 hours trips and do not have a yearly commitment, FOB Membership users may ride similarly and have similar usage fees to 24-hour casual users. If this is the case, the FOB Membership concept has the potential to generate additional revenue for bikeshare systems.
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3. Case Studies
There are several different models for Flexible Occasional Bikeshare membership options. Case studies for three bikeshare systems that have implemented FOB-style systems are detailed in this section. Important features are highlighted relating to pricing structure, key procurement, and registration. Each case study also includes information about how users obtain bikeshare keys or passes and purchase access, and includes an illustration of the process.
3.1. Bixi Montreal

Bixi Montreal initiated a pilot FOB Membership option in September 2012 with its Occasional User subscription option. According to Nicolas Blain, Development and Research Planner for Public Bike System Company, the occasional user option grew from a desire to increase ridership and understand casual user riding patterns (Blain, 2012). For the pilot program, Bixi handed out 400 free keys on the streets of Montreal in an occasional subscriber pilot program. Almost half of the recipients activated their key to become occasional members, so Blain decided to proceed with the program (Blain 2012). Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure illustrates the process for Occasional Riders to obtain a key, pay, and ride. Bixi Montreal also plans to target prior bikeshare members. Blain estimates that there are 60,000 Bixi Montreal members who have not renewed memberships, and presumably many retained their inactivated Bixi key. The company plans to target this population of ex-users to re-activate their key as Occasional Subscribers (Blain, 2012). Bixi Montreals Occasional Subscriber option allows it to track whether the casual users represent the same demographics as annual members, whether they live in the network, and how often they are using the system. In the summer of 2013, Bixi Montreal plans to hand out keys at music festivals and other outdoor events. The goal is to put as many keys in users possession as possible, assuming that a portion of the key holders will activate an occasional user membership and begin riding the bicycles. Bixi Montreal personnel will be on-hand with computers to activate keys so key holders can immediately activate their occasional user membership.
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Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure (Happ 2013).
Bixi Montreal provides keys at no charge to occasional users. Once the user activates the key, they are charged $5.00 for 24 hours each time they initiate a ride, a savings of $2.00 per day over 24-hour casual users. In addition, usage fees are charged at the annual member and 30 Day subscription rate. Occasional subscribers receive a free 45 minutes of bikeshare use initially, whereas casual users have 30 minutes. After that, usage fees or overages for both options remain the same. Those occasional users who are approaching the breakeven point with annual membership will be offered the option to purchase annual memberships. With an annual membership fee of $80.50, an occasional user who rides 17 times will have surpassed the break-even point and would benefit financially from an annual membership.
3.2. Barclays Cycle Hire of London

Barclays Cycle Hire of London allows users to purchase multiple inactivated keys online for 3 each (approximately $4.50 US dollars in 2013). To purchase keys, users must create an account and provide information including name, address, phone numbers, and email address The key or keys arrive by mail in seven to ten business days. Users can then purchase casual user 24-hour access periods for 2 (approximately $3.00) at the kiosk and online. Once the key is activated, users can ride immediately. The keys can also be used to purchase longer term access of 7-days or a full year. Figure 10: Barclays Cycle Hire Registration and Payment Procedure illustrates Londons process for key procurement, payment, and ridership.
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Figure 10: Barclays Cycle Hire Registration and Payment Procedure (Happ 2013).
If casual users do not have a key, they may also use a credit card to purchase 24-hour memberships. They then receive an access code to release the bicycles during the access period. Barclays Cycle Hire users also may purchase keys in advance for weekly and annual memberships. They can add 7 day access for a key for 10 ($15.00), and yearly access for 90 ($136.00) per key (Barclays Cycle Hire, 2013). All options provide a 30-minute ride window, after which users are charged usage fees. Holders of multiple keys must purchase access for all keys simultaneously. For example, if a user purchases three keys and would like to purchase 24-hour access, they must do so for all three keys even if they only plan to use one. There is no annual maintenance fee for keys once they are purchased.
3.3. Paris Vlib

Paris Vlib bikeshare system provides free bikeshare smart cards, called Express Cards, without memberships. Users then purchase access by activating an annual membership to use the pass. Figure 11: Paris Vlib Registration and Payment Procedure illustrates the card and payment process. The free Express Cards can be picked up at city hall or Arrondissement council headquarters (municipal offices). Readily-available, free express cards allow bikeshare users to avoid waiting for the traditional Vlib card in the mail (Vlib Bikeshare, 2010). Vlibs Express Card fits into the category of FOB membership with its free passes, and because it separates pass or key procurement from the purchase of bikeshare access. While FOB Membership is traditionally associated with short-term access, Vlibs free Express Cards are for annual memberships only. However, the existing system could efficiently accommodate short-term riders should Vlib decide to implement it.
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Figure 11: Paris Vlib Registration and Payment Procedure (Happ 2013)
Providing free keys allows users to register and ride more efficiently that with other registration options. In contrast, registrations completed through the mail take up to 15 days to process. Figure 12: Paris Vlib Registration and Payment Procedure illustrates the web site instructions for activating an Express card. Paris Vlib bikeshare users can also use their Navigo pass, a shared transit pass used for payment of Paris buses, trams, and trains, as a Vlib bikeshare key. The pass must be activated for bikeshare the same way as the express card. The express cards and Navigo passes may not be activated for short-term 1-day and 7-day use. Navigo short-term registrations can be completed online, by smart phone, or at Vlib stations.
Figure 12: Instructions for Activating Vlib Express Card with image of card with bikeshare station card reader. (Velib Bikeshare, 2010)
While express cards be used for 24-hour trip FOB membership, having a structure in place for free card distribution without memberships opens up possibilities for future FOB Membership should Paris Vlib bikeshare decide to implement the scheme.
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4. Evaluation
Once a decision is made to implement a FOB Membership option, a suite of features and target customer groups must be selected based on the bikeshare systems characteristics, requirements, and goals. To aid in evaluation, this section explains FOB Membership opportunities and risks. Pairing bikeshare system goals and objectives with FOB Membership features is also outlined. Finally, the section discusses pilot program implementation and evaluation.
4.1. FOB Opportunities and Risks

The FOB Membership option is a bikeshare subscription option that provides a potential avenue for bikeshare systems to grow in ridership, revenue, and size. FOB can provide incentive for infrequent and potential users to try bikeshare and become regular riders. However, careful evaluation of FOB options for each bikeshare system is needed to determine whether the risks of implementation outweigh the benefits. This section details the opportunities for the FOB Membership option, as well as the risks. 4.1.1. Opportunities for Bikeshare Systems The FOB Membership option presents many prospects for improving bikeshare form, function, and user experience. This section outlines the benefits of FOB for bikeshare systems. 4.1.1.1. Increase in Ridership The FOB Membership option provides potential opportunities to increase overall bikeshare ridership by providing flexible membership options that may attract new groups to bikeshare. FOB options may also encourage occasional riders to ride more frequently because they are already holding a bikeshare key. Furthermore, those deterred by the time-consuming kiosk casual user signup process may decide to ride using a FOB option. During the Virginia Tech Casual User Study, researchers noticed that potential casual riders frequently began the casual user signup process and did not complete it because they had difficulties using or reading the screen of the kiosk (Buck, Virginia Tech Urban Affairs and Planning Graduate Student , 2012). Some in this group of potential users may have ridden if they had a FOB Membership key and were able to skip the kiosk casual user sign up. Preliminary results of Bixi Montreals FOB-style membership, the Occasional User option, provided in interviews indicate that there were 500-600 occasional users in the first 6 weeks of the program, and a small percentage of these are riding frequently (Philibert 2012). Moreover, Philibert found that activation levels indicate strong support for the occasional user option, as more than half of Montrealers who received free keys activated occasional subscriptions. However, Bixi Montreal does not yet have firm statistics about usage and ridership. Bixi Montreals occasional user option was initiated in September 2012 and is still being tested (Philibert, 2012).
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS 4.1.1.2. Enhanced Data Collection Since FOB Membership option users register and provide a contact email address, bikeshare systems can send surveys by email. These surveys can capture additional demographic data, as well as user preferences and customer satisfaction feedback. Bikeshare systems can use these data to make changes to the system to better serve users needs. If FOB users register and provide contact data, the bikeshare system can send email surveys similar to what is currently done for annual members. Bikeshare systems use annual email member surveys to gather detailed data on user demographics, trip characteristics, and satisfaction (LDA Consulting, 2012). Bikeshare systems can learn valuable information by pairing ridership data with demographic information gathered through user registration. User surveys are already gathering valuable data for annual members, but learning about FOB riders will add to the greater body of data and help bikeshare systems serve these users. 4.1.1.3. Increased Revenue Generation Tourists and frequent casual riders are among the potential target customers for a FOB Membership option. If FOB riders have similar ridership patterns as casual users, they could increase overall revenue generation for the bikeshare system. According to CaBi General Manager Eric Gilliland, tourists are the systems greatest source of revenue because they take longer rides and pay more usage fees than CaBi members (J. Maus/BikePortland, 2013). Casual users purchase approximately five times the number of memberships as annual members. In addition, casual users make up 71 percent of trips over 30 minutes (Arlington County, 2012, pp. 6-3). CaBi credits DCs tourists with its ability to recover all operating costs through user fees (J. Maus/BikePortland, 2013). Although the primary goal of many bikeshare systems is not revenue generation, the income from a FOB Membership option can be beneficial to the growth of the system. 4.1.1.4. FOB Riders May Become Annual Members The FOB Membership concept can be a low-risk method for users to transition to annual membership. Since there is no or low upfront costs, the FOB Membership option may convince hesitant users to try the system, especially if they are given a free key and can ride immediately. Frequent FOB riders find that their ridership level could justify purchasing an annual membership. Bixi Montreal plans to call occasional users who have exceeded the breakeven point between occasional ridership and membership to offer them annual memberships (Crivello, 2012). 4.1.1.5. Improved Safety for Bicyclists and Pedestrians FOB Membership is designed to result in greater numbers of bikeshare riders. Greater numbers of riders increases overall rider safety through the safety in numbers effect, where more riders overall increases the safety of all riders (Jacobsen, 2003). Bikeshare has also been shown to increase overall bicycling, and according to the report Public Bikesharing in North America: Early Operator and User Understanding, 72 percent of bikeshare members said they rode a bicycle much more often or more often as a consequence of bike sharing (Shaheen, Martin, Cohen, & Finson, 2012). The increase in bicyclists then creates a cyclical effect of greater safety, as increased number of cyclists has been shown to generate public support for safer bike facilities (Speck, 2012, pp. 191-194).
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS 4.1.1.6. Member Retention The FOB Membership option provides a convenient, low or no cost option for users to have continuous convenient access to the system without a financial commitment. FOB memberships could be used as a vehicle for retaining annual members who cancel their subscriptions because they do not ride frequently enough to justify the annual fee. In 2012, 26 percent of CaBi annual members rode less than five times (Lachman, 2012). These members might otherwise cancel membership because the annual fee does not justify retention. However, the FOB Membership option gives them an affordable option to stay with CaBi. As mentioned earlier, the thousands of Bixi Montreal members who have allowed memberships to expire may still possess their inactivated Bixi key (Blain, 2012). According to Blain, this population of exusers will be targeted to re-activate their key as occasional users (Blain, 2012). 4.1.1.7. Equitable Bikeshare Access FOB Membership options minimal upfront fees and payment only for rides taken may assist in lowering financial barriers to bikeshare. Bikeshare programs designed for lowering access barriers for low income and under-represented communities have generally met with mixed success (Buck, 2012). Bikesharing has been criticized for serving affluent patrons and ignoring the poor and minorities, yet critics argue that poor residents need to be encouraged to ride bikeshare since they often experience higher rates of obesity and diabetes (Meyer, 2012). A 2011 CaBi annual member survey showed that bikesharing helped members save an average of $819 per year on personal travel costs (Capital Bikeshare, 2012). This savings could be particularly meaningful to lower and middle income earners, who often pay a higher percentage of income on transportation. The FOB Membership option model could also help bikeshare systems move toward income equity because it removes up-front annual member fees. With the FOB Membership option, users pay only when they purchase access. Moreover, users avoid the credit card hold, which poses a barrier for some. FOB users do not need a credit card preauthorization hold because they will have a credit card authorized as part of registration. For example, Bixi Montreal requires a $250 credit card security deposit held for three to ten days for casual users, but no credit card hold for occasional subscribers (Bixi Montreal, 2013). Unbanked residents who do not have credit cards or bank accounts could pay cash for FOB Membership access and pre-load bikeshare trips onto keys. Additionally, community and transit organizations serving these groups could work with the bikeshare system to provide discounts or keys already loaded with access to unbanked riders so they could use bikeshare for free or at low cost. 4.1.1.8. Custom Online Tracking Page Many bikeshare systems provide a personal online page as for members. The page allows users to log in and view account statements and trip information. For example, CaBis personal page provides users with distances ridden, calories burned, CO2 lbs saved, stations, and number of rides (Capital Bikeshare, 2012).
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS 4.1.1.9. Rapid Key Replacement and Reactivation Both FOB Membership riders and annual members could also benefit from freely-available keys when they need to replace a broken or missing key. Using the current system, many bikeshare systems replace keys by mail which takes seven to ten business days. If keys are available at municipal offices throughout the city such as in Paris Vlib, annual members could pick up a new key and go online to link it to their account. Former annual members who cancelled membership but retained their deactivated key can reactivate the key for FOB Membership option use. According to Nicolas Blaine of Bixi Montreal, there are approximately 60,000 key holders in Montreal who are no longer Bixi Members (Blain, 2012). As noted earlier, having a simple way to re-activate their key without a membership fee could incentivize some of these Montrealers to re-join Bixi as Occasional Subscribers. However, this may not be applicable for bikeshare systems that have low rates of member cancellations. For example, CaBi had only 409 cancellations (2.8 percent of members) in 2011 and 2.9 percent, or 503 cancellations in 2012 (Lachman, 2012). 4.1.2. FOB Risks for Bikeshare Systems The FOB Membership concept presents several risks for bikeshare systems and riders, including the possibility of higher costs and concerns about data security. This section details some of the potential disadvantages associated with implementing a FOB Membership option. 4.1.2.1. Potential Decrease in Annual Membership The FOB Membership option might potentially encourage annual members who rarely use the system to quit their membership in favor of FOB. Many bikeshare systems currently have options for membership and casual ridership. Users who want the convenience of owning a bikeshare pass must purchase an annual membership. If FOB Membership provides passes at low or no cost, users may choose not to purchase memberships. In 2012, 34 percent of CaBi annual members paid the membership fee and rode fewer than 10 times (Lachman, 2012). Depending upon when they joined CaBi, these members may have not broken even on their membership investment. If other bikeshare systems have similar percentages of inactive members and they switched to a FOB membership, bikeshare systems could lose annual members and their associated revenue. 4.1.2.1. Key or Pass Cost Bikeshare systems implementing FOB must invest in large numbers of keys or passes to distribute to potential members. There is a risk that those keys or passes to be discarded without use, leaving the bikeshare system without any revenue for the financial key or pass outlay. To mitigate the cost, bikeshare systems can charge a key fee to individual FOB members or to sponsoring organizations. CaBi and Barclays Cycle Hire of London users pay for their keys, which assists with key cost recovery. Although it provides less financial risk for the bikeshare system, some users may be dissuaded by key fees.
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS 4.1.2.2. Data Security Concerns Some bikeshare users may choose casual use over FOB Membership over concerns for security of their personal data. Most bikeshare casual user options do not require users to provide demographic data such as email or home address. As such, casual ridership is ideal for users who do not wish to share their personal information. Although the FOB Membership option requires users to provide contact details and demographic data, most bikeshare systems have data security and privacy policies preventing outside sharing of personal data. For example, the Barclays Cycle Hire user agreement states that the bikeshare system will use your personal information for the purposes of customer services and administration of Barclays Cycle Hire, the provision of travel related information, customer research and fraud prevention. Your personal information will be properly safeguarded and processed in accordance with the requirements of the Data Protection Act 1998 (Barclays Cycle Hire, 2013). If data security concerns are found to be driving potential members away from bikeshare, one FOB option is to provide an option to pay cash to load bikeshare access on the key or pass.
4.2. FOB Membership and Bikeshare Program Goals and Objectives

To implement a new pricing option such as the FOB Membership option, bikeshare systems should determine how the new model will help accomplish stated system goals and objectives. Each bikeshare system may have different goals, which will guide its selection FOB Membership choices for users. As a sample of how a FOB Membership option can meet unique bikeshare goals and objectives, this section looks at two examples: Puget Sound Bike Share and CaBi. Figure 13: Bikeshare System Goals and Objectives Mapped to FOB Membership Features cross-references bikeshare system goals and objectives with the methods by which the FOB Membership option can help the bikeshare system achieve them (Happ, 2012; Arlington County, 2012; Puget Sound Bike Share, 2013).
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Bikeshare System Goals and Objectives CaBi (Arlington County, 2012) Puget Sound Bike Share (Puget Sound Bike Share, 2013) Reduce carbon emissions from the transportation sector.
Method: How FOB Membership option can Achieve The Goals and Objectives How a FOB Membership option can help the bikeshare system accomplish the objective
Divert vehicle miles traveled from automobile to bicycle.
Foster improved public health by increasing bicycle vehicle miles traveled.
Increase the opportunity for residents and visitors to take part in healthy physical activity.
Support regional and local economic development in transit-oriented, mixed-use communities. Minimize operating costs while providing an effective service at the regional and local levels.
Increased ridership by new occasional subscribers may divert vehicle miles traveled (VMT) from auto to bicycle. Benefits of bike sharing include reduced vehicle-miles traveled, health benefits, and relief of traffic congestion. A bikeshare member study conducted by Shaheen et al. showed that as a result of bikeshare, 40 percent of survey respondents reduce their automobile trips (Shaheen, Martin, Cohen, & Finson, 2012). Increased ridership by new FOB Membership option subscribers could increase bicycle VMT. Bikeshare has also been shown to increase overall bicycling. In Shaheens report, 72 percent of bikeshare members said they rode a bicycle much more often or more often as a consequence of bike sharing (Shaheen, Martin, Cohen, & Finson, 2012). Increased ridership can help local economies and small businesses because bicyclists spend more locally (Snyder, 2012). A pilot program will be needed to better understand required service levels and operating costs, i.e. marketing and additional call center costs. The bikeshare operator ensures a uniform user experience and the FOB Membership option system will need to do so as well.
Develop a regional bike share system that allows multiple jurisdictions to participate and provides a consistent user experience and single pricing structure. Fund the system using a diverse range of sources and provide a balanced mix of public and private involvement.
Provide cost-competitive transportation for individual users.
The FOB Membership concept has no or low upfront fees, so it could be affordable for groups who cannot pay for an annual bikeshare fee. However, annual membership may be less costly than FOB Membership for frequent riders.
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Bikeshare System Goals and Objectives CaBi (Arlington County, 2012) Puget Sound Bike Share (Puget Sound Bike Share, 2013) Method: How FOB Membership option can Achieve The Goals and Objectives How a FOB Membership option can help the bikeshare system accomplish the objective
Attract a wide variety of users including by age, race, income, and gender.
Increase the reach of other transportation modes that complement bicycle use, particularly transit and walking. Provide mobility through bicycle and transit connections to Arlington residents, employees, and visitors to and between Regional Activity Centers and mixed-use corridors. Increase bicycle and transit mode share for a variety of trip types, contributing to the County objective of an annual one-half percent SOV mode share reduction. Reduce bike sharing crashes and encourage a culture of safety among users.
Provide a new mobility option for the region that extends the reach of public transit.
The occasional user option has no up-front fees, so it could be affordable for groups who cannot pay an annual fee. Lower barriers to entry: with no upfront fees, it can be more affordable for users with lower incomes. The kiosk may be hard to understand and operate for older users, so being to skip the kiosk might attract older users. Bike sharing often serves to facilitate first- and last-mile linkages between transit and destination.
Potential increased ridership can precipitate funding for additional stations to increase reach and connections. Data could enable new station placement serving larger numbers of riders.
Potential increased ridership by new occasional subscribers may divert VMT from auto to bicycle. 43 percent of Denver B-Cycle users said they replaced auto trips with bikeshare trips. (Denver B-Cycle, 2010)
The FOB Membership option is designed to result in greater numbers of bikeshare riders. Increased number of cyclists has been shown to improve safety and generate public support for safer bike facilities (Speck, 2012, pp. 191-194). Figure 13: Bikeshare System Goals and Objectives Mapped to FOB Membership Features (Happ, 2012; Arlington County, 2012; Puget Sound Bike Share, 2013).
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5. Recommendations for Implementation

This section outlines FOB Membership option recommendations derived from the case studies, interviews, and literature review outlined in this handbook. These suggestions flow from evaluation and synthesis of information gained in the creation of this report. Each bikeshare program is unique and the FOB Membership option may not be a solution for all systems. Most systems implementing FOB will require a design corresponding to their goals and requirements. The following steps and recommendations will help administrators select the needed FOB Membership suite of options.
5.1. Goals and Objectives

Bikeshare administrators should consider how a FOB Membership program will help their bikeshare program achieve system goals and objectives. The bikeshare system goals and objectives should guide selection and implementation of a FOB Membership option. Bikeshare goals and objectives are sometimes conflicting. For example, annual members tend to take frequent short rides without usage fees, while casual riders generally incur usage fees by spending more time on the bicycle. Therefore, increasing the number of annual bikeshare members may add to overall bikeshare system ridership and reduce VMT without a significant increase in bikeshare revenue, while increasing the number of casual or infrequent riders can greatly boost bikeshare system revenue. Section 4.2 FOB Membership and Bikeshare Program Goals and Objectives provides an example of how FOB options can be paired with bikeshare goals and objectives. Targeting system aims to FOB Membership features will also assist with selecting which FOB Membership options to implement.
5.2. Designing a FOB Membership Option

FOB Membership can provide flexibility and responsiveness for bikeshare. Each bikeshare system can offer casual, annual, and FOB Membership options designed for the system and communitys unique needs. The information in this section will assist bikeshare operators and administrators in designing a FOB Membership option for the systems requirements. 5.2.1. Select Target FOB Membership Customers Target FOB Membership customers include groups such as local residents, tourists, conference attendees, and underserved communities. Depending on the characteristics of the community, bikeshare administrators can decide which customers might serve the goals of their bikeshare system. This section discusses three potential target groups. 5.2.1.1. Local Residents Local resident groups could be targeted for the FOB Membership option, as they are often repeat riders. The Virginia Tech Casual User Survey indicated that 43 percent of CaBi casual users surveyed lived within Happ 2013 20
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS the local Washington DC Metropolitan area (Virginia Tech, 2011). Furthermore, 29 percent of casual users were repeat users of the CaBi system (Virginia Tech, 2011). Almost 40 percent of these repeat users had purchased a 24-Hour or 5-Day membership three or more times. The convenience of the FOB Membership option may even encourage local residents to ride more frequently. 5.2.1.2. Tourists To attract tourists, bikeshare systems can provide passes or keys at festivals, concerts, conferences, and arrival locations. For large giveaways and events, on-site bikeshare personnel could be at giveaway sites with tablet computers to instantly register users and activate keys. Additionally, a streamlined key activation smart phone app could facilitate immediate user registrations. Instant registration can facilitate bikesharing for tourists because once they are registered, tourists could ride immediately. CaBi could provide keys to tourists at arrival and accommodation locations. As mentioned earlier, the 2011 Virginia Tech Casual User study showed that two-thirds of CaBi casual users were either domestic or international tourists (Virginia Tech, 2011). FOB Membership could provide keys at airports, train and bus arrival locations. The CaBi study noted that approximately 40 percent of Washington DC domestic and international tourists arrive by airplane, 10 percent by train, and 10 percent by bus (Virginia Tech, 2011). 5.2.1.3. Underserved Communities The FOB Membership option can be designed to attract traditionally underrepresented bicycling demographic categories. Systems might consider giving free, pre-loaded passes as transportation to community organizations that provide assistance and community services to underserved communities. Bikeshare programs can conduct an outreach campaign and a program to help unbanked residents receive FOB Membership passes or keys and pay cash for bikeshare access. Other places to provide keys could include churches, festivals, and employment centers. Furthermore, FOB memberships can draw new members to bikeshare in neighborhoods with under-utilized bikeshare stations. 5.2.2. Decide on Keys and Passes FOB Membership provides a myriad of options for bikeshare keys or passes, and an opportunity for future integrated transit passes. This section provides details about targeting specific groups for FOB Membership, as well as a discussion of how FOB can facilitate shared public transit passes. 5.2.2.1. Key or Pass Distribution The methods for key or pass distribution vary depending on which groups the bikeshare system targets for FOB Membership. To target conference attendees, tourists, or concert-goers, organizations can purchase pre-loaded keys from the bikeshare system and give them away for promotions. For example, conference organizers could provide bikeshare keys with one day of free rides (one trip) during the conference. This could reduce auto traffic and enhance movement of conference attendees between conference locations or to tourist attractions. To target residents and those new to bicycling, keys could be distributed at bicycling awareness and education events like the Washington Area Bicycling Associations bike commuting seminars. Other pass options include charging an upfront fee for the key Happ 2013 21
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS like Barclays Cycle Hire, or have users pay for the key and provide first ride free. Another alternative is to allow users to purchase bikeshare access at a discounted per-ride fee. 5.2.2.2. Integrated Public Transit-Bikeshare Pass One strategy for providing users with convenient access to bikeshare keys or cards is through public transit passes linked with bikeshare. Paris Vlib bikeshare system has a common public transit pass that includes bikeshare. Vlib allows users to check out bikeshare bicycles using the Navigo Pass, which is also used on city buses and trains. According to Susan Shaheen of the Mineta Institute, no North American bikesharing system was using common bikesharing-transit passes as of May 2012 (Shaheen S. , 2012). Integrated transit passes are common in Western Europe, where German verkehrsverbunds, or regional transit organizations, use common bus and rail passes to create a high-quality, uniform, and convenient transportation experience (Transportation Research Board, 2001). Riders can use a single pass to ride different types of public transportation. Frieburg, Germany doubled its public transportation ridership with transit-friendly initiatives including implementing a shared transit ticket with which riders could travel by bus, light rail and heavy rail (Buehler & Pucher, 2011). 5.2.3. Select a Pricing Plan Pricing FOB Membership options involves designing how users pay for services including keys or passes, trips, and usage. Many bikeshare systems price their options with an objective of promoting short trips for transportation and frequent turnover (Kisner, 2011). The pricing section of this document describes how the FOB Membership concept member fees fit into common existing bikeshare pricing options. The FOB Membership option can be priced similarly to existing casual user programs, or can be more attractively priced to incentivize subscribers. Bixi Montreals Occasional subscribers pay $5.00 per 24hour trip, a savings of $2.00 from the $7.00 casual user price (Bixi Montreal, 2013). In addition, Occasional riders have a 45-minute free period per ride while casual users only have 30 minutes. They also are not required to have the ten-day $250 security hold on their credit card, which is mandatory for casual users (Bixi Montreal, 2013) 5.2.4. Choose a Registration Model The FOB Membership option can serve new groups by providing new, streamlined registration options. Providing instant in-person passes and registration options is one such method. Less technology-savvy users and older users who are more accustomed to in-person transactions may be attracted by the fact that they can sign up and have a bikeshare employee do the computer entry. Bikeshare representatives with computers can register FOB Membership users quickly. For example, the bikeshare system might have booths at fairs and festivals where attendees could pick up a key and activate it on the spot. Upon activation, users could then check out a bicycle and ride immediately. 5.2.5. Create a Customer Service Plan When implementing a FOB Membership option, call center personnel will need to be trained and scripts updated to reflect assistance for FOB customers. This may include instructing users where to pick up or Happ 2013 22
FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS purchase keys or passes, how to activate keys, and how to switch from FOB to annual membership. Bixi Montreal is using their call center to make phone calls to canceled members to offer Occasional membership subscriptions. The Bixi Montreal call center personnel are also phoning Occasional subscriber members who are riding frequently to notify them when their Occasional User expenditure approaches the breakeven point for switching to annual membership. 5.2.6. Create an Information Technology Plan Implementing a FOB Membership option will involve updating code, databases, kiosks, and instruction manuals. An information technology (IT) plan should include plans and requirements for programmatic changes necessary for the new data requirements of the FOB option.
5.3. Pilot Study

FOB Membership option pilot programs can provide important information about implementing a full FOB program. A pilot study is recommended to determine what suite of FOB Membership options would work best for each unique bikeshare system. The pilot program can monitor usage of the keys to track the effects of distribution location and type of venue on occasional user registration and ridership. The pilot study could monitor ridership based on limited key distributions to determine occasional subscribers travel patterns, as well as the effect on available bikes and docks. FOB Membership option evaluation should include both analysis of ridership patterns and surveys of rider demographics and preferences. After the pilot program, the plan should provide a decision matrix to evaluate whether to proceed with full-scale implementation of the FOB Membership option, and at what scale, price, timeframe, and capacity. The results will aid bikeshare operators and administrators in choosing whether to proceed with the FOB Membership concept and what options to offer based on the individual goals of each system. Figure 14: Sample Pilot Evaluation Metrics provides a sample of metrics that could be evaluated and used to adjust the FOB Membership implementation.
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Figure 14: Sample Pilot Evaluation Metrics
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6. Conclusion
Cities worldwide are implementing bikesharing in response to a growing demand for sustainable transportation. Bikeshare system membership structures need to be flexible and responsive to new groups of potential riders. Membership choices are continuously evolving, and the FOB suite of membership options provides a new and important contribution to the bikeshare membership space. Bikesharing programs must overcome several challenges to ensure future growth, including better understanding of usage patterns and rider needs and preferences, and expanding user base to new groups. This handbook for bikeshare administrators and operators presents an investigation of the growing FOB Membership concept and identifies an evolving area of bikeshare membership research. Ongoing research is required to better illuminate how FOB memberships can improve bikesharing in the areas of fob, key or pass distribution, membership models, pricing, and outreach to underserved groups. FOB Membership is a new concept, and further study will aid in understanding its affect on overall bikeshare ridership. Research on bikeshare membership models and data aggregation for transportation and health studies will contribute to greater understanding of the role of bikesharing in sustainable transportation and public health. The FOB Membership concept promises to play an important role for expanding transportation strategy and contributing to quality and growth of the expanding bikeshare industry.
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7. Bibliography
Arlington County. (2012). Arlington County Capital Bikeshare TRANSIT DEVELOPMENT PLAN Fiscal Years 2013 to 2018. Washington DC: Foursquare Integrated Transportation Planning. Arlnow.com. (2012, March 5). Coupon in Mail for Free Bike Helmet, CaBi Membership. Retrieved November 20, 2012, from Arlington Now: http://www.arlnow.com/2012/03/05/coupon-in-mail-forfree-bike-helmet-cabi-membership/ Barclays Cycle Hire. (2013). Barclays Cycle Hire / Costs. Retrieved March 8, 2013, from Barclays Cycle Hire: http://www.tfl.gov.uk/roadusers/cycling/14811.aspx Bixi Montreal. (2013). Ride With BIXI. Retrieved March 10, 2013, from Bixi Montreal: https://montreal.bixi.com/subscription Blain, N. (2012, November 16). Development and Research Planner for Public Bike System Company. (P. Happ, Interviewer) Buck, D. (2012). Encouraging Equitable Access to Public Bikesharing. Alexandria, VA: Virginia Tech . Buck, D. (2012, November 18). Virginia Tech Urban Affairs and Planning Graduate Student . (P.Happ, Interviewer) Buehler, R., & Pucher, J. (2011). Sustainable Transport in Freiburg: Lessons from Germanys Environmental Capita. International Journal of Sustainable Transportation , 28. Capital Bikeshare. (2012). CaBi Dashboard. Retrieved November 19, 2012, from capitalbikeshare.com: capitalbikeshare.com Capital Bikeshare. (2012, October). Capital Bikeshare membership. Retrieved November 18, 2012, from CapitalBikeshare: http://cabidashboard.ddot.dc.gov/CaBiDashboard/#Membership/StartDate=4/30/2012EndDate=9/30/2 012PubDate=9/30/2012 Capital Bikeshare. (2012). Monthly Report 12-10. Washington DC: Capital Bikeshare, Alta Bikesharing. Crivello, G. (2012, October 24). Director Business Development for Public Bike System Company (PBSC). (P. Happ, Interviewer) Davis, V. (2011, January 31). Why is Capital Bikeshare usage low east of the river? Retrieved November 23, 2012, from Greatergreaterwashington.com: http://greatergreaterwashington.org/post/9020/why-iscapital-bikeshare-usage-low-east-of-the-river/ DeMaio, P. (2012, December 31). 2012 Bike-share Year in Review . Retrieved May 1, 2013, from The Bike-sharing Blog: http://bike-sharing.blogspot.com.au/2012/12/2012-bike-share-year-in-review.html
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS DeMaio, P. (2012, October 4). BikeArlington. (P. Happ, Interviewer) Denver B-Cycle. (2010). Denver B-cycle Finishes Successful First Season with 102,000+ B-cycle Rides . Retrieved March 11, 2013, from Denver B-Cycle: http://denver.bcycle.com/tabid/99/itemid/63/news.aspx Hanson, S., & Guiliano, G. (2004). The Geography of Urban Transportation. New York, NY: The Guilford Press. Happ, P. (2012). Pay-As-You-Go Occasional User Subscription: Implications for Capital Bikeshare. Alexandria VA: Virginia Tech. J. Maus/BikePortland. (2013, March 10). Behind the scenes of Capital Bikeshare. Retrieved March 10, 2013, from http://bikeportland.org: http://bikeportland.org/2013/03/10/behind-the-scenes-of-capitalbikeshare-84006 Jacobsen, P. (2003). Safety in numbers: more walkers and bicyclists, safer walking and bicycling. Injury Prevention , 9:205209. JDantos. (2011, January 18). Capital Bikeshare Data, Part 2. Retrieved November 25, 2012, from JDAntos: http://jdantos.wordpress.com/2012/01/18/capital-bikeshare-data-part-2/ Kisner, C. (2011). Integrating Bike Share Programs into a Sustainable Transportation System. National League of Cities Practice Brief , p. 4. Lachman, G. (2012, November 13). Alta Bikeshare. (P. Happ, Interviewer) LDA Consulting. (2012). Capital Bikeshare 2011 Member Survey. Washington DC: LDA Consulting. Malouff, D. (2012, September 6). Which bikeshare system has the most members? Ours! Retrieved November 15, 2012, from Greater Greater Washington: http://greatergreaterwashington.org/post/16062/which-bikeshare-system-has-the-most-members/ McCarthy, P. S. (2001). Transportation Economics. Malden, Massachusetts: Blackwell Publishers. Meyer, J. P. (2012, November 10). Denver B-Cycle program faces criticism that it skirts poor, minorities. Retrieved March 20, 2013, from The Denver Post: http://www.denverpost.com/politics/ci_21663660/denver-b-cycle-program-faces-criticism-that-it Philibert, M. (2012, October 31). Communications Director for Public Bike System Company (PBSC). (P. Happ, Interviewer) Puget Sound Bike Share. (2013). Puget Sound Bike Share. Retrieved March 12, 2013, from Puget Sound Bike Share: http://pugetsoundbikeshare.org/about/background/ Shaheen, P. S., Martin, P. E., Cohen, A. P., & Finson, R. S. (2012). Public Bikesharing in North America: Early Operator and User Understanding. San Jos, CA: Mineta Transportation Institute.
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FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS Shaheen, S. (2012, February 22). Co-director of the Institute of Transportation Studies Transportation Sustainability Research Center (TSRC) at the University of California (UC), Berkeley. (P. H. (email), Interviewer) Shaheen, S. (2013, April 15). Co-Director of the Transportation Sustainability Research Center (TSRC), and L ecturer in the Department of Civil and Environmental Engineering at the University of California, Berkeley. (P. H. (Email), Interviewer) Snyder, T. (2012, March 23). Why Bicyclists Are Better Customers Than Drivers for Local Business . Retrieved November 25, 2012, from DC Streets Blog: http://dc.streetsblog.org/2012/03/23/whybicyclists-are-better-customers-than-drivers-for-local-business/ Soneji, S. (2011, January 21). Arlington County Commuter Services: Capital Bikeshare takes off in Crystal City. Retrieved November 23, 2012, from CommuterPageBlog, Arlington County Commuter Services: http://www.commuterpageblog.com/2011/01/capital-bikeshare-takes-off-in-crystal-city.html Speck, J. (2012). Walkable City: How downtown can save America, one step at a time. New York: Farrar, Straus, and Giroux. Square. (2012). Square. Retrieved November 17, 2012, from Square: https://squareup.com/ Transportation Alternatives. (2009). Safety in Numbers. Retrieved March 15, 2013, from Transportation Alternatives: http://www.transalt.org/files/newsroom/streetbeat/2009/June/0604.html#safety_in_numbers Transportation Research Board. (2001). Policies and Practices Favorable to Transit in Western Europe and Canada. Making Transit Work: Insight from Western Europe, Canada, and the United States -Special Report 257 , 184. USDOT Federal Highway Administration. (2012). Bike Sharing in the United States: State of the Practice and Guide to Implementation. Washington DC: USDOT Federal Highway Administration. Velib Bikeshare. (2010). Velib Bikeshare Subscriptions-and-fees. Retrieved April 14, 2013, from Velib Bikeshare: https://aboen-paris.cyclocity.fr/Subscriptions-and-fees Vlib Bikeshare. (2010). Vlib FAQs. Retrieved March 10, 2013, from Vlib Bikeshare: https://aboenparis.cyclocity.fr/How-it-works/FAQ2 Virginia Tech. (2011). Capital Bikeshare Study: A Closer Look at Casual Users and Operations. Alexandria, VA: Virginia Tech Urban Affairs and Planning Studio Class.
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Images
http://www.tfl.gov.uk/tfl-templates/cycling/images/members-2.jpg http://www.flickr.com/photos/mr_t_in_dc/6219068208/ http://www.urbanedgeny.com/apartment-living-blog/nycs-bike-share-program-citi-bike-is-actually-really-maybecoming-in-may/ http://girlsguidetoparis.com/wp-content/uploads/2011/10/IMG_4226_use_first.jpg http://upload.wikimedia.org/wikipedia/commons/2/27/Barclays_Cycle_Hire_Key.jpg http://blogs.arts.ac.uk/sustainability/files/2010/07/boris_cycle_hire.gif http://www.my-how-to-draw.com/images/how-to-draw-stick-figures_09.jpg http://3.bp.blogspot.com/-jBA0riXWX80/TdpTtbolx0I/AAAAAAAACxs/ufQPbh8Y5vg/s1600/bixi%2Bbikes.jpg https://aboen-paris.cyclocity.fr/var/paris/storage/images/paris/abonnement-dematerialise/dossier-cartes-detransport/express/30725-17-eng-GB/Velib-Express_visuel_deposit.jpg http://green.blogs.nytimes.com/2009/05/13/montreal-inaugurates-continents-most-ambitious-bike-sharingprogram/ http://www.thetransportpolitic.com/wp-content/uploads/2009/04/bixi.png http://m.duffy.com/wp-content/uploads/2011/07/NiceRide_case.jpghttp://www.my-how-todraw.com/images/how-to-draw-stick-figures_09.jpg https://capital.bixi.com/
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8. Table of Figures
Figure 1: Handbook purpose and intended audience .................................................................................. 2 Figure 2: FOB Membership definition........................................................................................................... 3 Figure 3: Traditional membership levels for bikeshare systems .................................................................. 4 Figure 4: FOB Membership incorporates both casual and subscriber characteristics ................................. 4 Figure 5: Useful casual rider characteristics and preferences not collected by bikeshare systems............. 5 Figure 6: Categories of data captured or calculated by bikeshare systems with different membership types.............................................................................................................................................................. 6 Figure 7: Bikeshare member categories and associated fees....................................................................... 7 Figure 8: Bixi Montreal Pricing for 24-hour and Occasional Subscribers...................................................... 8 Figure 9: Bixi Montreal Occasional Subscriber Registration and Payment Procedure. .............................. 10 Figure 10: Barclays Cycle Hire Registration and Payment Procedure......................................................... 11 Figure 11: Paris Vlib Registration and Payment Procedure ..................................................................... 12 Figure 12: Instructions for Activating Vlib Express Card with image of card with bikeshare station card reader. ......................................................................................................................................................... 12 Figure 13: Bikeshare System Goals and Objectives Mapped to FOB Membership Features ..................... 19 Figure 14: Sample Pilot Evaluation Metrics ................................................................................................ 24 Figure 15: Virginia Tech Casual User Survey Recommendations paired with CaBi changes since the study .................................................................................................................................................................... vii
Happ 2013
9. Appendix A: Data and System Improvement: The Virginia Tech Casual User Study
The following Appendix was written by Patricia Happ, the author of this document, for the report PayAs-You-Go Occasional User Option: Implications for Capital Bikeshare (Happ, 2012). It is included in this document because it provides valuable information regarding the importance of casual user data. In 2011, a study addressed the casual user information deficit by capturing a snapshot in time of casual user demographics, usage patterns and satisfaction. A Virginia Tech studio class worked with CaBi and conducted the first ever bikeshare casual user survey, the Virginia Tech Capital Bikeshare Study: A Closer Look at Casual Users and Operations (Virginia Tech, 2011). The study results and recommendations illustrated how gathering and analyzing data about casual users can help increase ridership and revenue. The goals of the study were to evaluate preferences, transportation routes, locations, ease of use, and pricing information in order to improve overall system operation, fill information gaps, and increase sustainable transportation options in and around DC (Virginia Tech, 2011). Graduate students developed an intercept study in which they interviewed casual users at CaBi docking stations. The survey of 340 users produced results and recommendations relating to the demographics, ridership patterns, and satisfaction of CaBi casual users. Since the study, CaBi implemented several system changes. The number of casual user passes purchased more than doubled from 89,707 in September 2011 to 209,255 in September 2012. In addition, farebox revenue in Arlington, comprised of membership and usage fees, rose from covering 53 percent of CaBi costs in FY2011 to 66 percent in FY2012 (Arlington County, 2012, pp. 6-2). While it is not known whether the study findings and recommendations directly affected the casual user increase, CaBi did implement several changes recommended in the surveys findings. The following section pairs some of the survey recommendations with changes made by CaBi:
Casual User Survey Recommendation More stations and bicycles
Changes made by CaBi after the study* More than 30 percent of survey respondents said they would like to see an increase in stations and bicycles. Since the survey, CaBi has added 61 stations and over 400 bicycles (Capital Bikeshare, 2012) (Virginia Tech, 2011). At the time of the study, stations with the largest number of casual users were those closest to the National Mall. 52 percent of respondents said that they desired more stations on the National Mall and Downtown. After the survey, CaBi added five stations on the National Mall and seven Downtown.
More Stations on the National Mall
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Casual User Survey Recommendation Helmets
Changes made by CaBi after the study*
The survey showed that some casual users wanted to see helmet rentals at CaBi stations. While helmet renting presents many challenges, CaBi attempted to increase availability through helmet giveaways, including mailing Arlington resident a coupon for a free helmet and 24-hour pass (Arlnow.com, 2012). Increased Visibility of CaBi More casual users learned about CaBi by seeing a CaBi user or station Through Enhanced or Expanded than all other answers combined. The report recommendations Station Locations included increasing the number and density of stations, especially on the National Mall and Downtown areas. After the survey, CaBi added five stations on the National Mall and seven Downtown. Figure 15: Virginia Tech Casual User Survey Recommendations paired with CaBi changes since the study (Virginia Tech, 2011) (Happ, 2012). *It is not known to what extent the study recommendations affected CaBi system changes, only that CaBi implemented the changes after the study.
Although not included in the survey, Virginia Tech surveyors noted anecdotally that they observed potential casual users who were repelled by the seemingly lengthy or confusing signup process at the kiosk. They observed that people would approach the kiosk, read the instructions and either leave or begin signup and cancel before renting. These people could not be included in the survey because they did not complete a registration to become casual users. However, this group might have ridden if they could bypass the kiosk and use a key to rent (Buck, Virginia Tech Urban Affairs and Planning Graduate Student , 2012)
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10.
Appendix B: Methods
Research for this document was gathered through literature reviews of peer-reviewed journals, web sites, news stories, and interviews with practitioners and researchers. Interviews were performed by telephone and email correspondence. The bikeshare systems used for case studies were selected for their characteristics meeting FOB Membership definition. These are the ability to obtain a bikeshare key or pass without a paid subscription and the ability to purchase access for the key or pass in desired increments. In addition, for ease of research, only bikeshare systems providing English language web sites were chosen. Case study research methods included literature reviews, telephone interviews and emails with bikeshare experts and bikeshare company personnel, and news web sites. The terms Flexible Occasional Bikeshare (FOB) Membership and FOB Membership were created by the author of this handbook and may only be used with appropriate citation of the author and document.
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Flexible Occasional Bikeshare (FOB) Membership: Evaluation and Recommendations A Handbook for Bikeshare Systems Patricia M.

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

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

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

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

key without a paid subscription,

Figure 1: Handbook purpose and intended audience

intended to be a compendium of all

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

2. What is FOB Membership?

Figure 2: FOB Membership definition (Happ 2013)

2.2. Bikeshare Membership Categories and FOB Membership Option

2.3. Implications for Data Collection

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

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

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

3.1. Bixi Montreal

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

3.2. Barclays Cycle Hire of London

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

3.3. Paris Vlib

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

4.1. FOB Opportunities and Risks

4.2. FOB Membership and Bikeshare Program Goals and Objectives

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

Divert vehicle miles traveled from automobile to bicycle.

Foster improved public health by increasing bicycle vehicle miles traveled.

Provide cost-competitive transportation for individual users.

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

5. Recommendations for Implementation

5.1. Goals and Objectives

5.2. Designing a FOB Membership Option

5.3. Pilot Study

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

Figure 14: Sample Pilot Evaluation Metrics

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

Casual User Survey Recommendation More stations and bicycles

More Stations on the National Mall

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

Changes made by CaBi after the study*

FOB MEMBERSHIP: A HANDBOOK FOR BIKESHARE SYSTEMS

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