I bet you want a Divvy station in front of your business.
Gabe Klein, commissioner of transportation in Chicago, said on WBEZ on Monday that (paraphrased) “business owners are calling us to say ‘we’d like to buy a Divvy station to put in front of our restaurant’“.
Regarding my headline, I’m talking about telling customers on websites that, in addition to “where to park” and “which highway to take to access our location”, the website needs to give more diverse transportation directions. It should say how to get here by bike, and where the nearest Divvy station is.
When I worked at CDOT – I left before Klein arrived – I had the responsibility of increasing the number of visitors to the Chicago Bicycle Program’s website. I developed a set of strategies including making the content more searchable, adding more content, diversifying content types (like uploading photos staff took to Flickr), but also by increasing the number of inbound links. To satisfy that strategy I listed organizations where biking should be encouraged, like train stations and museums. I contacted many museums individually and asked them to include “bike here!” text on the webpage that otherwise told people to drive on I-290 and exit some place. I gave them sample text and even mentioned where the nearest city-installed bike racks were.
Several museum websites were updated as a result of this effort, but now I cannot find the evidence on Shedd, Field, or Adler websites.
Heck, forget the web. When your customers call, forget the assumption that most people drive and just start giving them directions as if they’re going to arrive in this order of transportation modes:
- Ride sharing
Every mode requires different directions because people move about the city differently. Here’s an example: I’m giving directions to someone who’s going to drive from my house in Avondale to our friend’s house in the same neighborhood about five blocks away. I tell them, well turn here and there, and then drive through the alley to cross over this one-way street in the “wrong” direction… and “wait, those are directions on how to bike there. With all the one-way streets in my neighborhood, I honestly don’t know a good way to drive there, so ask Siri.”