1. 14
Identifying the Rider:
An Analysis of Indianapolis Pacers Bikeshare Annual Members
Organization: Indianapolis Cultural Trail, Inc.
Contact: Daniel Remington, Customer Service Manager
December 10, 2015
Product of SPEA Capstone Course V473, Bikeshare Group: Barak Breeden, Trisha Brown,
Nicolas Maled, Maria Steltenpohl, Anthony Watts

2. 1
Table of Contents
Introduction……………………………………………………………………………...Pg. 2
Background/History……………………………………………………………………..Pg. 2
Environmental and Economic Impacts……………………………………………….....Pg. 4
Comparison of Riders: Globally, Nationally and Locally………………………...….....Pg. 5
Funds and Operations……………………………………………………………....…...Pg. 7
Methodologies…………………………………………………………………………..Pg. 8
Recommendations………………………………………………………………………Pg. 11
Conclusion………………………………………………………………………………Pg. 12
Scope of work…………………………………………………………………………...Pg. 13
Calendar of Project……………………………………………………………………...Pg. 14
Works Cited……………………………………………………………………………..Pg. 18

3. 2
The purpose of this proposal is to identify users of the Indianapolis bike share system, Indiana
Pacers Bikeshare. Research methods, analysis and recommendations were conducted by a team
of students in the School of Public and Environmental Affairs V473 Capstone course at Indiana
University-Purdue University Indianapolis, hereafter referred to as the “Bikeshare Group.” The
research paper is laid out to illustrate the background and history of bike share programs world-
wide, positive impacts of bike share systems and how a bike share is funded and operated. The
Bikeshare Group developed a survey for the organization’s Annual Members. The survey was
distributed to the Annual Members via text message by the Cultural Trail team. The results of
this survey were analyzed by the Bikeshare Group, allowing them to make suggestions to the
Cultural Trail team on how to improve their business.
Introduction
The Indiana Pacers Bikeshare program is a public bicycle-sharing system that is available
to any individual for a fee. This system gives all of downtown Indy an easy and thrilling way to
explore the city. Being located on the Cultural Trail gives everyone the opportunity to enjoy
sporting events, cultural attractions, or to simply enjoy the fresh air that downtown Indy has
to offer. The bikes are made extremely comfortable and are intended to fit people of all shapes
and sizes. The system is designed for short durations of thirty minute intervals. Also, having a
pannier basket at both ends makes it a lot easier for whatever it is you may be carrying. “Once
you have paid your modest 24-Hour Pass or Annual Membership fee, you can take an unlimited
number of 30 minute rides for the duration of your Pass or Membership” (Indiana
Pacers Bikeshare).

4. 3
Background/History
After seeing the spread of bikesharing across the United States, Indianapolis recognized
its market for transportation alternatives. They also saw the benefit of activities intended to
encourage short, energy saving errands downtown (Tuohy). Indianapolis Mayor, Greg Ballard,
believed that having infrastructure in place like the Cultural Trail, other greenways, and
bike lanes would make it easier for the bikers and walkers to travel and promote commerce
(Indiana Pacers Bikeshare Program Launches in Downtown Indianapolis). Mayor Ballard also
lobbied for a bike sharing program to help Indianapolis become a healthier community and a
more attractive place to live (Indiana Pacers Bikeshare Program Launches in Downtown
Indianapolis).
The Pacers Bikeshare program was launched, in 2014, by the Indianapolis Cultural Trail,
Inc. to provide residents and visitors with a sustainable means of transportation in downtown
Indianapolis, all while supporting and highlighting the Cultural Trail (Remington). ICT, Inc. is a
nonprofit organization that operates the Indiana Pacers Bikeshare that also manages and
maintains the Indianapolis Cultural Trail: A Legacy of Gene and Marilyn Glick
(FAQs. Indianapolis Cultural Trail). According to the Indiana Pacers Bikeshare Program, these
bikes are made by Trek Bicycle and the system equipment is provided by B-Cycle, LLC, which
has assisted bike share systems in more than 30 cities (Indiana Pacers Bikeshare Program
Launches in Downtown Indianapolis). Thanks to Herb Simon Family Foundation, owner of the
Indiana Pacers, this bike share program is named after the NBA team located in
Indianapolis (FAQs. Indianapolis Cultural Trail). According to the Indianapolis Cultural Trail,
Inc., the capital equipment for the system is funded by a federal Congestion Mitigation and Air
Quality (CMAQ) grant from the Federal Highway Administration. Annual Memberships, 24-

5. 4
Hour Passes, user fees, grants and sponsorships will fund the on-going operation of the bike-
share program (FAQs. Indianapolis Cultural Trail).
Today, there are more than 250 bikes and 25 bike stations (Remington). They keep track
of the members and the bikes through Proprietary GPS and RFID technologies that
highlight their paths after using the bike (Remington). The bikes are solar powered, can be easily
checked-out, are adjustable, and provide amenities such as baskets and lights in the front and rear
of the bike (Remington). Bike-share is designed to encourage people to use a Pacers Bikeshare
bike for all your short trips. Once you have paid your modest 24-Hour Pass or Annual
Membership fee, you can take an unlimited number of 30 minute rides for the duration of your
Pass or Annual Membership (About. Indianapolis Cultural Trail).
Environmental and Economic Impacts
According to a study completed at the U.S. Census Bureau, approximately 86% of
workers in the U.S. commuted to work by means of an automobile in 2013 (McKenzie, 2013).
The same report shows results of each mode of travel used to get to work in 2013. Only 0.6% of
total workers chose to commute to work via bicycle and 76.4% made their commute to work
alone via motor vehicle (McKenzie, 2013).
Vehicles powered by fossil fuels emit pollutants that are referred to as greenhouse
gasses. Greenhouse gas emissions are those that deplete the ozone layer, which protects us from
harmful solar rays. Gasoline and diesel fueled vehicles are responsible for nearly 30% of
greenhouse gas emissions (EPA, 2015). Street and Interstate construction and repairs are
also influenced by motor vehicles. The extensive use of motor vehicles causes major wear on the
roadways and the need for upkeep (EPA, 2015). Population increases also bring more vehicle
traffic, which brings the need for more roads and additional lanes (EPA, 2015). According to an

6. 5
analysis completed in 2007, carbon dioxide emissions are elevated by approximately 100,000
tons over 50 years by adding an additional one mile lane to a highway. (Williams-Derry, 2007)
Riding a bike causes zero carbon emissions and is more efficient than walking, especially
when time is of the essence and distance is a factor. The lightweight and compact size of a
bicycle also causes minimal wear on bike lanes, roadways, sidewalks, pathways, etc. By
decreasing one’s carbon footprint, you are also decreasing your economic responsibility (EPA,
2015). Government transportation expenses will decrease if more people ride bikes instead
of driving motor vehicles (EPA, 2015). The government is responsible for road repairs,
constructing new roads, clean air efforts, enforcing automobile insurance requirements,
patrolling those who disobey motor vehicle laws, etc. With less of these expenses, the
government can spend taxpayers’ money on other important needs (EPA, 2015).
When choosing to rent rather than owning a bike, there is less responsibility required.
Repairs and maintenance responsibilities are nonexistent. For the rider, this means less time
spent on finding bicycle repair shops, researching parts for regular maintenance, and negating the
need to secure a safe storage space. Biking also presents less responsibility on the rider by
reducing vehicle repairs, maintenance, insurance, fuel, parking, etc. Sustainability and
convenience are not only trending today, they are both necessary indefinitely.
Comparison of Riders: Globally, Nationally and Locally
There are several reasons riders choose bike sharing over a more conventional
method of transportation. Some riders use a bike share program to cut down on their carbon
footprint, others are avoiding traffic delays in heavily populated areas and others utilize
the chance to exercise (Bertman).

7. 6
Nationally, more than 500 cities in 49 countries host advanced bike sharing programs,
with a combined fleet of over 500,000 bicycles (Larsen). Bike sharing has taken hold of a key
transportation segment. As we have discussed, this change has a large impact on society and
urban living. Key differences exist between cities with bike share programs. The differences in
the programs reflect the differences in the riders. These differences are attributed to a number of
factors including: population, age demographics, and infrastructure. Indianapolis’s bike share has
its own unique attributes that likely lead to its program’s distinctions.
Europe has led the bike sharing movement by a large margin (Larsen). Many attribute
Europe’s success in bike sharing to their high tourism rates and the close proximity of its cities.
Europe’s tight and winding urban roadways make ideal cycling paths for commuters and tourists.
A tourist’s cultural and perceptional immersion is greatly enhanced by a leisurely bike ride
(Larsen). In frequent European traffic jams, bikes can easily maneuver and arrive in a timely
manner. When it comes to independent programs, Europe is dominant and is setting the standard
in variety (Larsen).
Asian bike sharing programs rely on a different segment of the population (Larsen).
Instead of tourists and leisure riders, Asian bike share has become vital because of the teaming
population of bike sharing cities. Bike share has replaced the need for a vehicle in areas where
vehicles cost more than a home (Larsen). Cities have constructed roadways exclusively for
cyclists. This makes daily commuting safer and more feasible. Asia has the most bike share users
in the world and over-population is commonly blamed (Larsen).
U.S. cities have had to combine characteristics of all of these successful programs. No
two cities can successfully implement the same program. Programs in Portland and New York

8. 7
have been able to raise prices seemingly boundlessly due to high demand (Pucher). Price
gouging would not be as feasible in less crowded cities, such as Indianapolis (Pucher).
Similar to riders in Europe, Americans who do not own a bicycle and simply want a joy-
ride are targeted in the Midwest. Cincinnati, Dayton, Columbus, Milwaukee, Chicago, Omaha,
and many more Midwestern cities have either already implemented bike share programs or are
currently doing so (Pucher, et al.).
Funds and Operations
Each bike share system is unique in its overall functionality. However, they all have
similar characteristics. For instance, many are funded in the same way and almost all have the
same way of operating. When it comes to funding, many programs are continued through public-
private partnerships, as well as sponsors. Initial funding may be presented by the
city (Indianapolis Cultural Trail). Fundraising and third-party partnerships have also been
utilized by bike share programs (Indianapolis Cultural Trail). A prime example of a successful
partnership is IU Health’s partnership with the Pacers Bikeshare program last spring.
The partnership, which was announced on the one-year anniversary, included
sponsorship, expansion, and complimentary rides to help further advertisement (Indianapolis
Cultural Trail). The Everybody Rides program is also being expanded with the help of
IU Health. This way, all Indy residents have safe and easy access to the program, and are able to
enjoy the health benefits of Pacers Bikeshare as well. “We’re excited to partner with the
Indianapolis Cultural Trail and to support the Pacers Bikeshare program to make physical
activity more accessible for more Hoosiers,” said Herb Buchanan Jr., President of IU

9. 8
Health Methodist and University hospitals. “Having a city connected by the Cultural Trail and
this bike share program helps to foster a healthier community (Indianapolis Cultural Trail).”
Most Bike share programs operate in the same manner, with a few minor differences.
For instance, the Pacers Bikeshare program has over 250 bikes with 25 different stations in
downtown Indianapolis (Indiana Pacers Bikeshare). All 25 locations are on or near the Indy's
Cultural Trail. Also, this program is open year-round and made for short trips, which is why it is
on a 30 min or less window. The Pacers Bikeshare hours are from 5:00 A.M. to midnight, which
is reasonable due to the rare need of one in the middle of the night (Indiana Pacers Bikeshare).
The rates differ from city to city. The Pacers Bikeshare rates start from $8 for a 24-hour pass to
$80 for a yearly membership (Indiana Pacers Bikeshare). An extra fee is applied if you do not
checkout every 30 min, or less (Indiana Pacers Bikeshare). “Indy's 250 gold bikes are available
when you need them near your favorite spots, your office or neighborhood. Once you are done
with your ride, simply dock your bike at any of the available stations (Indiana
Pacers Bikeshare).”
Methodologies
Survey of Annual Members:
In order to establish our familiarity with the riders of the Pacers Bikeshare, the Bikeshare
Group created a survey for the Annual Members. The questions were designed by the group with
the assistance and approval of Danial Remington, Customer Service Manager of Indianapolis
Cultural Trail, Inc. The Bikeshare Group then created the survey itself on Survey Monkey, an
online survey tool that allows the user many options of creating and implementing surveys. The
group was granted access to the Indianapolis Cultural Trail’s Survey Monkey account through

10. 9
Mr. Remington to create the survey. This allowed the organization to send the survey to their
Annual Members. Each member of the Bikeshare Group, as well as the Cultural Trail staff, has
access to analyze the results from the survey on survey monkey.
The survey was designed to determine the utilization of the Bikeshare Annual Members:
who, where, when, why, concerns, suggestions. In order to extrapolate this information, the
survey was kept in a simple format consisting of 23 questions. Of these 23 questions, one was an
option to type an email, 20 multiple choice questions, and two open-ended questions. As an
incentive to complete the survey, the responders had the opportunity to enter their email
(question one) for a chance to win Indiana Pacers Basketball tickets. As a result of the survey
design, there were 335 responses.
The Survey Monkey account allows the creator of the survey to analyze results in various
ways. In the Bikeshare Group’s analysis, the tool used on the account was named “Question
Summaries.” This tool extrapolated all the survey results and created percentage graphs from
each response to each question. Open-ended results were also presented in this summary. This
summary tool allowed the group to analyze the results effectively and make credible suggestions
to ICT.
This type of survey was used to gain the most results from the Annual Members of the
Bikeshare. The meetings between the Bikeshare Group and Mr. Remington were held to discuss
the most effective means of gaining the most possible results. Prior to meeting with Mr.
Remington, the Bikeshare Group planned to conduct in-person surveys near the Bikeshare
stations. The meeting discussions were helpful in gaining knowledge of past practices the
organization experimented with in obtaining survey results. The Survey Monkey method had
proved best results for ICT in past, so that was the method used by the Bikeshare Group.

11. 10
Transactional Data Retrieved from Mr. Remington:
The Bikeshare Group received transactional datasets from Mr. Remington. Spreadsheets
were used to calculate key organizational figures. The group was able to analyze the data and
gather results of users by zip code. Graphs were formed to visualize the results.
Zip Code Zip Code Count Average of Total
4603
2 389 4.61%
4620
2 2014 23.89%
4620
3 844 10.01%
4620
4 1719 20.39%
4620
5 577 6.84%
4620
8 385 4.57%
4622
0 971 11.52%
4622
7 620 7.35%
4623
7 439 5.21%
(blank
) 474 5.62%
Zip Frequency Data
Zip Codes Total
46077 4
46202 41
46203 20
46204 30
46205 7

12. 11
Recommendations
The following suggestions are based on survey results received and from transactional data
analysis.
 Continue promoting Bikeshare as a vehicle replacement (60%).
 The riders would prefer a monthly pass to replace Annual Memberships (70%).
 Market to current cyclist (70%).
 Inform riders of health benefits of bike riding (nearly 20% said NO to positive health
contributions).
The following suggestions are based on overall research performed by the Bikeshare Group as
well as the analysis of survey results, considering the suggestions made by the Annual Members.
 Further promote the weekly seasonal tours.
 Offer business packages to local businesses.
46208 4
46219 8
46220 9
46226 4
46227 5
46260 4
Grand Total 136

13. 12
 Update previous users on promotions.
 Indy events: Remind current/past users of ease of use.
 Remind/update users on station locations.
 Promote a clean city.
 Promote increased property values ($1 billion since 2008).
 Send Annual Members complimentary and discounted Friends/Family Daily Passes.
 Replace all sticky handles.
 Add removable seat covers for better sanitation.
 Sanitizing wipe stations for better sanitation.
 Offer helmet rentals.
Conclusion
Bike sharing has become a contemporary movement sweeping the world, looking for
solutions to social, economic, environmental and logistical issues. It has become a vital part of
the daily lives of students, professionals and tourists alike. With such a positive impact, it is hard
for the populous to miss the benefits that bike sharing carries. However, organizations still reach
out to potential riders to promote this sustainable project so that it may reach even greater
influence. To better understand this project and recognize the best way to reach potential riders,
we must understand the rider in greater depth. Without analyzing the history of bike share, other
bike share programs, the rider, bike share impacts and the operations of bike share programs, we
cannot hope to reach the customer. These findings show that bike sharing, like many other public
ventures, is a very elaborate concept that this group hopes to unravel for the benefit of
Indianapolis and the Cultural Trail.

14. 13
Scope of Work
Identifying the Rider: An Analysis of Day Pass Users and Annual Members
Project description: Identify purchasing decisions of walk-up users to inform future marketing
decisions and gain feedback and demographic information from Annual Members.
Problem: Very little information is captured from walk-up users of Pacers Bikeshare.
Identifying who day pass users are, why they chose to purchase, and how they can be convinced
to return will help to inform marketing/advertising decisions.
Specific Proposed Goals and Expected Deliverables of ICT, Inc.:
1. Survey results from Day Pass Users
2. Survey results from Annual Members
3. Recommendations of future outreach efforts

15. 14
Bikeshare Group proposes to complete:
1. Survey results from Day Pass Users
2. Survey results from Annual Members
3. Analyze purchase history data
4. Recommendations of future outreach efforts
The group submitted the Final draft of the survey questions into Survey Monkey. Mr.
Remington informed the group that the final Day Pass Survey will be used in the spring of 2016.
The Annual Member survey was submitted to the users via text message.

16. 14
SEPTEMBER2015
MONDAY TUESDAY
WEDNESDA
Y
THURSDAY FRIDAY SAT/SUN
1 2 3 4 5/6
1
W
EEK
n
otes
7 8 9 10 11 12/13
2
W
EEK
n
otes
14 15 16 17 18 19/20
3
Initial
meeting with Mr.
Remington
W
EEK
n
otes
21 22 23 24 25 26/27
4
W
EEK
n
otes
28 29 30 /
5
W
EEK
n
otes

17. 16
OCTOBER2015
MONDAY TUESDAY
WEDNESDA
Y
THURSDAY FRIDAY SAT/SUN
1 2 3/4
1
Rough
Draft Survey
questions ready for
approval. Second
meeting with Mr.
Remington.
W
EEK
n
otes
5 6 7 8 9 10/11
2
W
EEK
n
otes
12 13 14 15 16 17/18
3
Delay with
Survey Monkey.
Contacted Mr.
Remington
W
EEK
n
otes
19 20 21 22 23 24/25
4
Day Pass
User’s Survey
completed. Used in
the Spring.
Annual
Member’s Survey
completed.
W
EEK
n
otes
26 27 28 29 30 31/
5
Received
transaction data
from Mr.
Remington. (32,000
entries)
W
EEK
n
otes
W
EEK
n
otes

18. 17
NOVEMBER2015
MONDAY TUESDAY
WEDNESDA
Y
THURSDAY FRIDAY SAT/SUN
1
1
W
EEK
n
otes
2 3 4 5 6 7/8
2
Gathered
and analyzed
results
W
EEK
n
otes
9 10 11 12 13 14/15
3
Separate
and hypothesize
conclusive data
W
EEK
n
otes
16 17 18 19 20 21/22
4
. Spreadshe
ets to calculate key
organizational
figures.
W
EEK
n
otes
23 24 25 26 27 28/29
5
Form
graphs and visualize
results
W
EEK
n
otes

19. 18
DECEMBER2015
MONDAY TUESDAY
WEDNESDA
Y
THURSDAY FRIDAY SAT/SUN
1 2 3 4 5/6
1
W
EEK
n
otes
7 8 9 10 11 12/13
2
Presentati
on to ICT, Inc. for
future outreach
recommendation.
Project complete.
W
EEK
n
otes
14 15 16 17 18 19/20
3
W
EEK
n
otes
21 22 23 24 25 26/27
4
W
EEK
n
otes
28 29 30 31 /
5
W
EEK
n
otes
W
E
E
K
n
o
t
e
s

20. 19
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https://www.pacersbikeshare.org/faqs .
Indiana Pacers Bikeshare. "How It Works." Pacers Bikeshare. 15 Sep. 2015
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