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�SWOT analyses were performed on four different campus bike centers to gain an understanding of the most common features of a successful bike center.

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The new centre provides the opportunity to improve the environmental conditions of the space - more welcoming, better functioning

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Need better accessibility/visibility: low-cost, high-impact strategies

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Outreach to the community must be about providing opportunities for people to improve not just their biking knowledge and skills, but their entire lifestyles

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Design the space for the programs first, then build the space around that

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Important for sustainability, only Bike Centre in Atlantic Canada, promotes active transportation, leadership as a sustainability school

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Funding and support were big conversation pieces, possible requirement of a levy would help ensure bike centre size and space

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Talked about the different groups in the city and how biking is gaining momentum in Halifax

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Promoting Biking through incentives and adapting some type of Bike Week Event

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Bike safety, EAC has a program, part of her current work

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Appealing to people who don’t ride bikes is important. Try to remove biking from an entrenched subculture.

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Make the Bike Centre friendly, clean and welcoming. Make sure there is a reception area

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Don’t sell the what, sell the why; people who are cyclists are already going to go to the bikecentre, show people why they should come to the Bike Centre

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Free and Drop-in friendly, Mentorship experience, Tuesday Night Repair Class, Promotes sustainble living

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SINK, Buy/have parts the break frequently in the house, Easy access (ground level preferably), More visibility (large windows, etc.), Better organization (not sure if we shouldaddress this, but it was brought up multiple times), Outdoor space: bike racks, possible patio area?, Better, more consistent hours

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A logo was created to give a fresh identity and capture the spirit of

what the new Bike Centre aims to embody.

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Barney, J.B. (1995). Looking inside of competitive advantage. Academy of Management Executive, 9(4), 49-61.

BicyCAL. (2012). About. Retrieved from http://bicycal.com/about

The Bike Kitchen. (2012). Retrieved from http://thebikekitchen.com/

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Buis J (2000) The Economic Significance of Cycling: A study to illustrate the costs and benefits of cycling policy. Den Haag, Interface for Cycling Expertise.

Dalhousie University. (2010a). Campus Master Plan. Retrieved from http://www.dal.ca/about/our_campus/plan/about-master-plan.html

Dalhousie University. (2010b). Climate Change Plan. Retrieved from http://www.dal.ca/dept/sustainability/resources/Reports_and_Policies.html

Dalhousie University. (2011). Transportation Demand Management Plan for Dalhousie University. Retrieved from http://www.dal.ca/content/dam/dalhousie/pdf/sustainability/2012Dalhousie%20Transportation%20Demand%20Management%20Report%20Final%20November.pdf

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University of Toronto: the Centre for Health Promotion.

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��������� –� �������� ������!��"��INTERVIEW WITH ROCHELLE OWEN: MARCH 15 2012What do you know about the current plans for the new centre? - Ideally 2000 sq ft - Divided space: new fitness centre for showers, athletics staff for front desk/reception, multi- purpose room for booking movie screenings and social events, outdoor storage area - COST - goal to reduce cost per square foot (do this by double-use with partners in other programs/facilities) - Reducing/optimizing staff, based on “opportunistic” approach - High ceilings are more likely if there’s a fitness centre in the building, but otherwise it is difficult to control if we get these Two approaches: create a box and fill it, OR (and this is the more “elegant and flexible” approach, the one that Rochelle prefers) outline the programs first and then figure out what kind of space we need for the programs, so we can pursue a variety of strategies for getting the space we need What do you consider the main role of the bike centre to be? - Support active transportation and commuting on campus, especially by building confidence among riders and equipping them to be better (improving infrastructure belongs to the institutions/city) - This is the only Bike Centre at an Atlantic University campus! - Leadership as a sustainable school - Health and wellness initiative - connected to broader sustainability movement Rochelle’s “Dream Bike Centre” Elements - Storage for bike rentals - Reception/outreach area- No sales (too complicated) but maybe the bookstore could sell some equipment? - Workshop space - is 2000 sq ft enough for 20 people? - Associated outdoor area - a “route” for test riding/bike lanes - Ride-in off street - VISIBILITY - Sink and drain, dirty rag disposal - Back area for storage, disposal - Connected and hub-like- Access to washroom, shower facilities (fitness centre?) Future goals: - Funding or revenues would help ensure bike centre size and space (would abike share generate revenues?) - Support among students - get DSU more on board, perhaps require levy - Support at University - prove the importance of cycling on campus, recognize as a fundamental program

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- What about the now defunct SBAD (Society for Bicycling Advocacy at Dal)? Report: - NO MATTER WHAT, we need a new bike centre- Need to outline space required for program - Need to work with existing, prioritized uses - Support from survey data (the annual survey at Dal - find this for final report?) - Remind readers (university leadership) of the relevancy of this project: 10%of students ride a bike, which is much higher than the average for the wholepopulation - that’s 2000 people potentially served by the bike centre! (Not including employees...) Check out: The survey (environmental attitudes?) Institutional bike plan - campus pathways plan

INTERVIEW WITH JEN MCGOWAN: MARCH 16 2012 Halifax cycling community: - Cycling gaining momentum in the city: Halifax cycling coalition, Cities and Environment Unit (through School of Planning), Copenhagenize lecture, people in the city - Infrastructure slow to improve, but demand/support is growing - Jennifer Watts is a key councilor in support Current work: Active and Safe Routes to School: travel planning for elementary schools - Identify barriers, then create an action plan - Get the community involved (kids, parents, teachers, other residents) - Habit-forming amongst community - Improving safety Marketing: - Adapt to Bike Week programming: Jen does a “Bike to School Day” with prizes from MEC and Bike shops in HRM - Local cycle shop involvement - building ties to city’s cycling community - Promoting and incentives - telling good stories from ‘real people’ - Get out in website, or Dal Gazette Programs and Services: - Workshop space (learning) - Repair services (for a fee) - not everyone is interested in learning/has time to fix their bike - Secure sheltered storage - membership? Gets you a ‘parking spot’ - Selling gear/equipment? - Small things, necessities - Clinics - short informative series, maybe members get free, others small fee - Bike parking! - As easy as possible

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- A lot of this stuff (programming or promotion) doesn’t have to be expensive; it can be free, easy, through donations, working with established community- Safety training program like “Making Tracks” at the EAC - active transportation training - Courses for first year students, or a special bike team during Frosh week

INTERVIEW WITH SARAH CRAIG: MARCH 19 Interview with Sarah Craig Have you ever used the bike centre? - Never used the Bike Centre - Appeal to people, look for people who don’t ride a bike - Bikes are practical part of everyday life - To appeal to huge market make it stylish How to branch out? - Don’t sell the what, sell the why - Fun, accessible, bright, colorful, welcoming - Not sub-culturist opens up the closed knit - community - Having somebody welcoming there - grow the community - New members get all the information they need - Visual clutter, clean (visually clean) - Simplified diagrams make it bright - Chalkboard, light board garden - Places the help people live - Providing info that are complementary to the bike centre, providing programs that overlap (fashion, urban issues) ART- Have talks in the bike centre (speaker series)

o Not a judgment thing How to reach out? - Really good logo - Colorful and happy - Have a contest maybe?- Make it “bike 2.0” - Make it friendlier (possibly urban landscape) - Soft friendly feel - Bike is the what, need to sell the why - Check out TED talk about the why - The question is how to appeal to urbanites - Not an entrenched subculture How to spread the word of the Bike Centre - A really nice sign - Social media

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- Be a conversation starterWhat are the features that will help the Bike Centre reach out? - A welcoming desk open space - Make it clean! - Green roof on bike rack- Look at books at library about green roofs - Architect Kim Thompson natural architecture Be focused in what you offer - know what your purpose is �

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FOCUS GROUP NOTES: MARCH 12 2012 Why do you think the Bike Centre is important for DAL? - Good way to promote sustainable living - Do it because it is fun - Good way to meet people new to DAL and the city - Introduce a sense of community to people who are new - Free - good for people who are trying to save money - Ability to go in and learn a skill for free - promotes sustainability in the community

Most important thing the Bike Centre offers -Tuesday night repair class - A little bit of mentorship and training - Pair up with members - Keeping it open and having useful, regular hours

How did you hear about the Bike Centre? - A Fix your own Bike Centre at Kings - More marketing and people in the space?

Best Features - The mural! - The volunteers (1 on 1 working relationship) - Helps you to do your own fixing (learning mentorship) - Easy to contract Scott - Well stocked - Good working area for two people

Things they want - Sink - Have ability to buy parts - Would be nice to have bike storage (short term) - More effective paperwork system - Organization, computer- Coordinate all of the volunteers - Integrate with other Biking communities in Halifax

Ideal Bike Centre - Easy access (not having to carry in the bike)

Programs most important to the Bike Centre - Winter riding (used to have rides)

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-How biking fits into broader sustainability - Central part = repairing - Drop in part essential

How to make the Bike Centre more appealing to a wider audience - A Sink! - Make it more visible - Have more space

Reactions to the floor plan - The workstations too far away from the workbench - Lots of shelving - Have a counter not dedicated to bike stuff - Lockers - 2 sinks (chemical sink possibly, a regular sink) - Big space all together good- Don’t forget about King’s

Question about whether we should gear the Bike Centre towards people or cyclists - Would be great if you could do it - Sound ambitious - Might be more effective if partnered with other biking coalitions

Closing Remarks - More tools - More parts on hand (things that tend to break more often) - Organizational - bike lending - some kind of system of organizing - Some way of charging people - As little as possible down time between when it closes and when it opens - Keeping it free for drop-ins - Make people aware of what it is - Proposal for funding!

Reply from Dylan Hayward: Focus Group E-mail Submission 1. Why do you think the Bike Centre is important for DAL?

- Fosters sense of community; - Promotion of green transportation reduces dependence on fossil fuels; - Helps to develop skills/knowledge; - Increases bike safety (lots of unsafe bikes out there.)

2. What do you think is the most important feature the Bike Centre offers?

- Probably access to the bike pumps (which is sort of sad, but they do get used a lot - people need to keep their tires inflated.)

3. How did you hear about the Bike Centre?

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- Can't recall; likely something in newsletter or similar. Might have seen sign on door while walking by.

4. What are the current Bike Centre's best features? The friendly mechanics;Access to tools; It's not the best mural in the world, but it's colorful and I like it; Bikes available for borrowing would be if they were better utilized.

5. What are things you would like to see in the new Bike Centre? No more MotoMaster Orange Hand Cleaner - some environmental and

health concerns - the science is still developing but some research suggests that methylisothiazolinone (one of the ingredients) is a potentially hazard chemical [see below for a quick overview of the relevant research from the past few years.] I think we have a strong obligation to reduce risk of harm to our volunteers and clients. To be fair, this chemical is in a lot of cosmetic products, but there are alternative hand cleaners on the market, which are organic and environmentally friendly.

Increased visibility - Obviously we're limited by university regulations in terms of signage, but people have to know where we are. The vast majority of people I speak to have no idea that the Bike Centre exists. Windows would help with this.

Patio area - need to get outside, have the stands and bike pumps available for people passing by on warm days.

Better hours - 2-4 hours per day Monday to Friday is sub-par (especially when people don't show up for shifts - which seems to be happening recently somewhat often from what I can tell.) I feel this deters some people from visiting.

Web development centre perhaps? We're under-utilizing our potential reach - could be creating informational videos or instructional guides which would reach a larger number of people.

Better use of financial resources - According to the best info I have available (http://unews.ca/story/item/winter-wheeling-among-bike-centre-programs/), we receive $5k per year and service 200 bikes a year for free. I'm not sure how accurate these numbers are, but assuming that's correct it would work out to $25 for every bike serviced. Considering that the majority of our repairs are minor and wouldn't cost much at a bike shop, and considering that we don't make any profit and that we don't pay our volunteers and to the best of my knowledge we don't pay rent, we're performing way below where I think we ought to be. I think we need to either take less money from the DSU or (more preferably) service more bikes. There needs to be a much stronger marketing strategy - we need to have volunteers out in front of Killam during peak times of the day with a bike pump, a stand and basic tools to promote awareness about the centre.

Reply from Justin Hall: Focus Group Email Submission 1. Why do you think the Bike Centre is important for DAL?

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The Bike Centre is important for Dal because it helps to promote an environmentally friendly means of transportation that has significant benefit on individual health. The Centre is beneficial to the student community connecting cyclists with others who share the same passion. It offers something to a wide range of students from bike rentals for those who do notown a bike-to-bike maintenance and repair for any Dal student regardless oftheir abilities. 2. What do you think is the most important feature the Bike Centre offers? The most important feature is, assistance with bike maintenance and repair. The Bike Centre also is a social facilitator connecting cyclists with others who share the same passion. 3. How did you hear about the Bike Centre? I heard about the Bike Centre through word of mouth and additional information from the website 4. What are the current Bike Centre's best features? The Bike Centre has a great collection of tools and spare parts with a helpfulgroup of volunteers who can help you take everything apart and put it all back together again. 5. What are things you would like to see in the new Bike Centre? I would like to see the operation expanded so that it can accommodate more people and bikes. I would also like to see an expanded bike donation and rental operation. I would happily donate my bike if and when I have to leaveHalifax so other students could use it.

Reply from Dana Lipnicki: Focus Group Email Submission 1. Why do you think the Bike Centre is important for DAL?- It’s important to promote a biking community and sustainable lifestyle at Dal2. What do you think is the most important feature the Bike Centre offers?- Volunteers that can teach you more about your bike and help you fix it up3. How did you hear about the Bike Centre?- I required its services one day4. What are the current Bike Centre's best features?- Have a lot of tools and bike paraphernalia to work with

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Caroline King [email protected] Jonathan Lampier [email protected] Meghan Gallagher [email protected] Serin Remedios [email protected] Joseph Glesta [email protected] Stephanie Gerrits [email protected]

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Dates Task

March 3 Project Proposal Due

March 12- Conduct interviews with professionals in the

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15 biking community.

March 16 Prospective meeting with client Scott

March 19-23

Possible dates for focus groups

March 24-31

Data Analysis

March 30 Prospective meeting with client Scott (last meeting)

April 1 Pecha Kucha slides due

April 3 Pecha Kucha at The Company House

April 13 Final Project due at midnight

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Dates Task Time Spent (as acollective)

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January Project Conception and Preparation 5 Hours

February Project Conception and Preparation 10 Hours

March 3 Project Proposal Due 20 hours

March 12-15 Possible dates for focus groups 3-4 Hours

March 16 Prospective meeting with client Scott 1-2 Hours

March 19-23 Conduct interviews with managers of successful Bike Centres

4-5 Hours

March 24-31 Data Analysis 20 Hours

March 30 Prospective meeting with client Scott (last meeting)

1-2 Hours

April 1 Pecha Kucha slides due 4-5 Hours

April 3 Pecha Kucha at The Company House

1 hour approx (Total)

April 13 Final Project due at midnight* 30+ Hours

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Action 1 Action 2 Action 3 Action 4

Target Audience

Scott Macphee

Rochelle Owen

Student Union

Dalhousie Student Populace

Communication objectives

Provide results to the client to help create a tangible vision for the center's future. Gain support for a new bicycle center

Provide results to the client to help create a tangible vision for the center's future. Gain support for a new bicycle center

Create awareness for the Bike Center and generate support for a new center.

Raise awareness of the Bike Center and generate support for the new center.

Deliverables used

Report and design.

Report, Presentation, and design.

Report, design, poster.

Poster.

Evaluation Feedback from marking.

Feedback from marking.

The amount of feedback received from the poster.

The amount of feedback received from the poster.

Timeline Completion of

Completion of project

End of semester

End of semester

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project

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