News
Of 440 Bike Week event organisers, 19 are IBDs
Carlton Reid Apr 18 2007, 5:45pm
Bike shops and cycle hire centres often say they're too busy to organise Bike Week events in what is their peak season. Bike Week's solution has been to start the June week in...April.
This year’s Bike Week takes place June 16th-24th. It's already longer than a week but Nick Harvey, the Bike Week coordinator, said he wants IBDs to start selling the week now.
"Trade feedback was that most bike shops are working flat out in June but would welcome more new business earlier in the year. By promoting Bike Week warm up events from April onwards we hope that more IBDs will benefit directly from involvement in the UK’s annual celebration of cycling."
Interested IBDs need to register at Bikeweek.org.uk and order free promotional materials.
Bike Week is a government funded promotion that also receives £30,000 support from the industry’s BikeHub levy.
Its mission is to help its funders and 18 stakeholder organisations to get ‘more people cycling more often’. In 2006 more than 1,700 Bike Week and Bike2Work events generated media coverage for cycling worth an estimated £1.8m.
This year more than 1,500 events are expected to attract at least 250,000 participants, by promoting cycling as a great opportunity to ‘have fun, get fit, feel free!’.
Nick Harvey ceases to the Bike Week coordinator after this year's event. Tenders went out earlier this year to find an individual or agency to carry the event forward.
