Add your own events, including shop rides. Tap in a postcode to get your shop details. Tell your customers so they can check out ride possibilities. Score the links so the best rise to the top.
Subscribe to the RSS feed so you get the news stories as they are posted. Download the Bike to School Week banners for placement on your own site.
Nose around the 'graphics' section. See those line-art PDFs? You could print them out and have them in your shop as kiddy colouring in sheets.
In short, have a play. It's YOUR site.