The Bicycle Association of Great Britain is to invest £65,000 of Bike Hub funds into Bike Week 2011 following the Government’s decision to axe its contribution to the ‘get bums on saddles’ nationwide event.
Last year’s Bike Week saw participation rise by over ten per cent, with around 500,000 individuals taking part in over 1,900 events. Over half of the events attracted those who did not own a bike.
Following Bike Hub’s decision to fund Bike Week – running from Saturday June 18th – the ACT has revealed plans to bring IBDs closer to the event.
“Historic efforts to fully engage the IBD network with Bike Week have failed, primarily due to seasonal conflicts and Bike Week’s dalliances with mass merchants. But in light of the Bike Hub investment, ACT want to bring Bike Week and the retail Cycling Experts together in 2011.”
“ACT will promote ‘Bike Week Retail Partners’ to consumers, driving traffic to IBDs ahead and after the Bike Week events for repairs, new bikes and accessories. Half a million potential new customers don’t come along every day and this could be a great opportunity for the IBD sector.
“ACT are committed to creating a web search for those retailers who wish to participate as Bike Week Retail Partners, but we need to know what form of incentive promotion IBDs find acceptable and which retailers want new Bike Week participant custom.
“UK bike ownership is 43 per cent of the population, whereas cycle usage figures are only two per cent, a fact recently quoted by Norman Baker, Under Secretary for Transport in Westminster.
“The opportunity to convert wannabes to cyclists is the major driver for Bike Week and an opportunity for the specialist retailers.
“In order to win an audience of new cyclists IBDs need to offer an incentive to create footfall. If you want new custom and to influence the incentive that drives new business please take a few minutes to complete our survey online at www.bike-week.biz.”