The costliest bike station mistake is the wrong site

Ask an operator why a station underperforms, and the answer is usually location. Kirsten Corson, CEO of Locky Dock, names it as the main mistake she works to avoid.

Why pick sites with your media partner?

Locky Dock involves its media partner, oOh!media, in site selection. Kirsten notes that media companies around the world now use data for this, including foot traffic counts, audience profiles and traffic flows.

That is a reason to bring the media partner in before you commit to a site. For a closer look at the pairing, see our coverage of Locky Dock and oOh!media in Whangārei.

What should a site checklist cover?

Good sites score well on three fronts.

For riders

• Is it a node of daily life, such as a library, supermarket, pool, campus or station? See where to install public bike parking.
• Do people stay long enough to need secure parking or charging?
• Is bike theft a known problem here?

For advertisers

• Is foot traffic high and measurable?
• Is the screen visible from the main pedestrian flow?
• Does the site fit the audience advertisers want?

For operations

• Is power available?
• Are consents and screen rules workable?
• Can the site host more docks later if demand grows?

How can data move the network?

After launch, every Bikeep station reports sessions and occupancy through the Bikeep platform. Combine that with the media partner's audience data, and you can see which sites earn their place and where to build next.

Where does site selection fit in the business model?

Site selection follows from the model. If advertising pays for the station, the site has to suit advertisers. Read how advertising funds free bike parking and whether to sell ads yourself or partner with a media company. Our guide to starting a smart bike parking business covers the wider picture.

Frequently asked questions

What is the biggest mistake in bike station site selection?

Kirsten Corson of Locky Dock says it is putting docks in the wrong places. In an advertising-funded network, every location must also be a good media location.

Who should help choose sites?

Locky Dock chooses sites together with its media partner. Media companies increasingly use data such as foot traffic and audience profiles to guide these decisions.

How do you know a site is working?

Bikeep stations report sessions and occupancy. Compare those figures with the media partner's audience data to see which sites perform.