The East Dorset e-bike hire scheme, launched with the aim of promoting sustainable travel, is set to be withdrawn at the end of February 2025 due to low demand. This decision, made by the hire company Beryl, highlights the challenges in implementing successful public bike-sharing programs. This article explores the reasons behind the scheme’s failure, its implications, and what alternatives might be considered for the future of sustainable transport in the region.
The Rise and Fall of East Dorset’s E-Bike Scheme
The East Dorset e-bike scheme was introduced in August 2022 as an extension of an existing program in the Bournemouth, Christchurch, and Poole (BCP) area. It aimed to provide residents with a convenient, healthy, and environmentally friendly alternative to driving, especially for short trips. The scheme initially included 122 bikes and was supported by the development of new cycle routes in the area.
Despite initial optimism, the scheme failed to gain traction. The average journey distance was 3.5km, with an average ride time of 21 minutes, suggesting that the bikes were not being used for the intended purpose of replacing car journeys. Ultimately, the low demand made the scheme commercially unviable, leading Beryl to withdraw its service from East Dorset.
Why Did the Scheme Fail?
Several factors contributed to the low demand for the East Dorset e-bike hire scheme:
1. High Rates of Existing Bike Ownership
One of the primary reasons cited for the scheme’s failure is that many residents in the area already own bikes. This suggests that the target demographic for the hire scheme—those without access to a bicycle—was not large enough to sustain the service. This is a crucial point, as successful bike-share programs often thrive in areas where bike ownership is lower.
2. Commercial Viability
Beryl stated that the number of people renting bikes was simply not enough to maintain the service without additional funding. This highlights the importance of ridership in making such schemes economically sustainable. Without sufficient users, the operational costs of maintaining the bikes, infrastructure, and app become too high.
3. Lack of Integration with Public Transport
Unlike some successful bike-sharing programs that integrate with public transport networks, the East Dorset scheme seems to have operated in isolation. The lack of seamless integration with bus and train services may have limited its appeal for commuters. In cities with successful bike-sharing programs, the bikes often serve as a ‘last mile’ solution, connecting people to public transport hubs.
4. Competition from Personal Vehicles
In suburban and rural areas, the convenience of personal vehicles often outweighs the perceived benefits of shared mobility options like bike hire. The low density of these areas can also make public transportation less efficient, pushing residents to rely more on cars.
5. Inadequate Infrastructure
While new cycle routes were developed, there may still have been gaps in the infrastructure that made cycling less appealing for some. Safe, well-connected cycling routes are vital to encourage the use of bicycles, especially in areas where car traffic is heavy.
6. Lack of Awareness
It’s also possible that awareness of the scheme and its benefits was not as high as it needed to be. Effective marketing and community engagement are vital to driving adoption of new transportation initiatives.
The Implications of the Scheme’s Failure
The withdrawal of the e-bike scheme has several implications:
1. Setback for Sustainable Transport Goals
The failure of the scheme is a setback for Dorset Council’s ambitions to promote sustainable transport and reduce carbon emissions. The council has expressed its commitment to active travel options but will need to explore new avenues to achieve its goals.
2. Loss of Investment
The council invested in both the scheme and the supporting cycle infrastructure. The withdrawal of the service means that this investment is not being fully utilized, raising questions about the effectiveness of public spending on similar initiatives.
3. Disappointment for Local Advocates
Local councilors and cycling advocates have expressed disappointment at the scheme’s closure. This demonstrates the importance of community support for active travel programs and the frustration when they do not succeed.
4. Questions about Future Schemes
The failure of the East Dorset scheme raises questions about the viability of similar programs in areas with similar characteristics. It highlights the need for careful planning and a thorough understanding of local needs before launching such initiatives.
Moving Forward: Alternatives and Lessons Learned
While the East Dorset scheme has been unsuccessful, it offers valuable lessons for the future. Here are some alternatives and strategies that could be considered:
1. Subsidized Bike Hire
One option is to explore local business subsidies for a bike hire program. This approach would involve partnerships between local businesses and the council, sharing the financial burden and aligning it with the interests of local employers and community hubs.
2. Focus on Specific User Groups
Rather than aiming for mass adoption, future schemes could target specific groups, such as commuters, students, or tourists. Tailoring the scheme to the needs of these groups could increase its relevance and success.
3. Integration with Public Transport
A more integrated approach, where the bike-sharing scheme works in tandem with public transportation, could help to increase ridership and improve the overall transport system. This could include dedicated parking spaces near transit hubs, integrated ticketing, and incentives for using both services.
4. Explore On-Demand Transit Options
In low-density areas, on-demand transit options, which use smaller vehicles that only dispatch when requested, might be a more cost-effective approach. These systems can provide flexible and convenient mobility in areas where fixed-route buses are not practical.
5. Workplace Pool Bikes
Another avenue for encouraging cycling is workplace pool bikes. These schemes provide bikes for employees to use for commuting or during the workday. This can be a more practical option for communities with high car ownership.
6. Improve Cycling Infrastructure
Investing in safe and well-maintained cycling infrastructure remains crucial. This can encourage people to cycle more, whether they use their own bikes or hire bikes.
7. Community Engagement
Before implementing any new initiatives, it’s essential to engage with the local community and understand their needs and concerns. This will help to ensure that the schemes are relevant and well-supported.
8. E-Bike Purchase Incentives
Instead of focusing solely on hire schemes, local authorities could also explore e-bike purchase incentives to encourage individual ownership. This may be a more effective way to promote sustainable transport in the long run.
Conclusion
The withdrawal of the East Dorset e-bike hire scheme underscores the complexity of implementing successful shared mobility programs. While the scheme aimed to promote sustainable transportation, it ultimately failed due to low demand and commercial unviability. However, the lessons learned from this experience can be valuable in shaping future initiatives. By carefully considering the specific needs of the local community, exploring a range of alternatives, and adopting a more integrated approach, it may be possible to create sustainable and successful transport options for the region. As Dorset Council remains committed to developing active travel options, it is clear that a multi-faceted approach, tailored to the unique characteristics of the area, will be key to achieving these aims.
