Agenda - Economic Development Authority - 12/08/2011

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MINNESOTA MRT MARKETING TOOLBOX Segmenting Bicyclists by Abilities and Enthusiasm Levels Type A riders will be challenged by the magnitude of the MRT bikeway. Most of the MRT is suitable for Type B riders. The MRT offers opportunities for river exploration in many off -road trail sections ideal for Type C riders. LEVEL OF ABILITY The MRT offers bicycling experiences attractive to all types of bicyclists, but not all segments will appeal to all bicyclist types. It is critical to lead each type of rider to appropriate segments, through targeted marketing efforts that accurately portray the character of the route. Types of riders include: Type A ( Advanced) — Advanced bicyclists are confident bikers, who can navigate heavy or high speed traffic. These riders often travel at speeds over 14 mph. In a route, advanced bicyclists typically seek directness, speed, and minimal interference. Because they often move at high speeds, they may prefer to be on road and to avoid sharing paths with pedestrians, strollers, dogs, and other slower moving users. Type B (Basic) — Most people fall into the basic bicyclist category. Basic bicyclists are comfortable interacting with some traffic, but prefer some separation from motor vehicles. These riders are often teenagers, or new or occasional adult riders who understand basic bike safety and ride at speeds from 8-14 mph. Basic bicyclists will look for routes that are either shared use paths, or on roads with lower traffic volumes, lower speeds, or provisions such as bike lanes or wide, paved shoulders. Type C (Off -road) — These bicyclists may be children or inexperienced riders who are uncomfortable mixing with traffic. They feel safer on paved, off road trails, very low volume streets, or those that are clearly marked and designed to accommodate bicycles. Type C bicyclists may be able to ride with supervision on routes that are otherwise too busy or too difficult to navigate for their comfort. Non -bicyclists — The MRT should appeal to a large audience of non -bicyclists. People may become riders at any time and can be enticed by this famous bikeway at their doorstep. However, people who will never ride a bike will also determine the MRT's success. It is vital that non -bicyclists, who may own bike related businesses, organize community events, manage the roads and trails that comprise the MRT, or develop public policies, recognize the value of the route and contribute to it's success. SUMMARY VISION SETTING MARKETING PRODUCT IAUDIENCEI STRATEGY PARTNERS SUPPORT P�� Minnesota Mississippi River Trail Bikeway Page 5-2 �oFTo