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Velo-city 2024 Ghent: Friday Daily Report – The cycling story is ours to spin

We cycled, we danced, we laughed, we discussed the future of cycling, and we ate countless cuberdons... but all good things must come to an end. As we say goodbye, we look back on four days in the quirky city of Ghent. Dear Velo-citizens, our hearts are overflowing with gratitude, and we would like to thank each one of you for making the conference special. Until we meet again on the cycle lanes of Gdansk, keep the spirit of Velo-city alive.

 

QUOTE OF THE DAY

Many people think: ‘I love my car. The bigger the car, the closer I am to god.'

Brian Bell
Vice President of Global Communications and Social Impact, Strava

 

Plenary 6: Reimagining the future - Spinning a new story around cycling & Closing Ceremony

Today, we gathered for the grand finale in the ‘t Kuipke where we reimagined the future of cycling and mobility. Reinventing and challenging how we present cycling is crucial for unlocking its potential. Grant Ennis, author of “Dark PR,” stressed the importance of framing, noting that cycling is often portrayed as a choice made despite the challenges posed by the built environment. Sarah Mitchell, CEO of Cycling UK, highlighted their strategy focusing on behaviour change and debunking cycling stereotypes. Brian Bell from Strava underscored the need to engage future generations, saying, “You have to think about future generations, so gamification is a big factor in getting people to be active.” While Jamie Clarke, founding director of Engaging Climate, made the important link between cycling and the climate activism perspective. The key take away from this plenary? The cycling story is ours to spin.

After the panel discussion, ECF CEO Jill Warren's closing remarks provided an outlook on opportunities: “The EU declaration is an excellent roadmap, but roadmaps must be followed.” She also announced ECF’s plans to take the cycling movement to COP29 later this year.

Next up on stage was Filip Watteeuw. Filip opened Velo-city on Tuesday with the words, “Velo-city means gaining strength,” and closed with, “The goal was to empower you all, to provide you with boldness, stubbornness.” Reflecting on the conference’s impact on Ghent, Deputy Mayor Bram Van Braeckevel commented, “Velo-city is THE example of a conference with added value for Ghentians and Ghentian policy. The bike parade with so many Ghentians gave me goosebumps.”

The event concluded with the traditional handover of the Velo-city flag to Gdansk, where the audience was captivated by a modern theatrical performance.

Friday's session highlights

Challenges and solutions on the road to a circular bike industry

With compelling examples such as Mocyclette's circular (e-)bike factory, the bike repair stations of the Cycling Embassy of Ghent and l' Heureux Cyclage 500+ bike kitchens, these panelists demonstrated that a circular bike economy is feasible. Yet, many challenges and lessons remain. The circular bike economy, which includes fixing everything from electric batteries to bicycle components salvaged from abandoned bicycles in various shapes and sizes, is labor-intensive, emphasising the need for skilled individuals and vocational education programmes. Pierre-Eric Letellier, Advocacy and Reuse Mission Officer at L'Heureux Cyclage, stressed the necessity of addressing not only end-of-life but also production processes, while Jesus Freire, Secretary General of the Spanish Bicycle Industry Association, highlighted the industry's proactive involvement in shaping new regulations, such as the EU's Ecodesign and Right to Repair regulations. Beyond the technical aspects, Brecht van der Meulen, Project Manager at the Cycling Embassy of Ghent pointed out the challenge of achieving financial viability and incorporating the value of the social benefits of local circular bike initiatives. Jo de Niel, Director of Mocyclette, ended with the note that education is also important in the minds of the bike customers: take care of your bike, pump up your tires and repair what you can yourself.

New skills and business models for the cycling economy of the future

In this session that we highlight in our daily report, panelists discussed the transition from traditional bike ownership to a greater emphasis on repair, recycling and affordability to make bicycles more accessible and bolster the circular economy. Moderated by Kevin Mayne, CEO of Cycling Industries Europe, the shift from a focus on bike sales to a focus on bike repairs was the central theme of this session. “Growth is on the repair side, not the retail side. Retail is going abroad and online, but repair is local”, said Michael Koucky, CEO of Koucky & Partners in Gothenburg. In the future, qualified mechanics will be in high demand, with the rise of the e-bike only further driving this development. The panelists agreed that more people need to be trained to become bike mechanics – and that more women would be a welcome addition to the sector. It will be important for the cycling industry to adapt to meet new demands, support local cycling and create opportunities for social enterprises.

Better communication about cycling and cyclists

Attendees were greeted with images of the fake protest during Wednesday’s bike parade, which Mark Ames of Strategic Cities used as an example of a successful communication effort. Ames further elaborated by presenting the case study "Anatomy of an Amsterdam Riot," highlighting several communication models for effective messaging and understanding the various actors and stakeholders involved. Dealing with politicians and red tape takes time away from cycling planners. Wigand von Sassen, Head of the Berlin Cycling Coordination Office (SenMVKU Berlin), is acutely aware of this issue. He discussed Berlin's ambitious mobility act aimed at creating a dense cycling network. To enhance transparency and coordination, his team developed a city-wide project database used by all construction entities, including an interactive map of all ongoing infrastructure works. Inadequate infrastructure is a well-known deterrent to cycling, but research from The Danish Centre for Cycling Knowledge revealed that the primary source of perceived unsafety for cyclists is cars. The panel then dissected this topic, stressing the need to shift media portrayal of bicycle accidents, eliminate ‘zombie’ facts from newsrooms, and use positive language in communications. "Every word is super important," noted Anna Dinesen, underscoring the power of language in shaping public perception. To conclude, session moderator Jessica Casagrande, EuroVelo Communications and Projects Coordinator at ECF, opened the floor for questions. The discussion turned to the topic of "bikelash", particularly through the lens of right-wing politics. The panel advised that while politics can be unstable, it is essential to navigate this landscape and continue working on cycling projects, even if progress is made at a slower pace.

The best of the rest

The excitement of the final day at Velo-city 2024 culminated at the plenary stage, where the lucky winner of the EuroVelo x Brompton Scavenger Hunt prize – Marek Zahradnik, cycled off the stage with a one-of-a-kind Brompton folding bike. Kindly supported by Brompton and specially designed by a local Ghent artist, Helen B. Thank you and well done to all who participated and especially to our winner!

This year's scavenger hunt not only celebrated the essence of cycling but also highlighted the interconnectedness of the EuroVelo network, making this year’s game at the Velo-city conference truly unforgettable.

THANK YOU FOR JOINING US IN GHENT!

We hope it was a blast for those who were in attendance. For our readers, we hope our daily coverage gave you a good overview of all the sessions and activities during the event. See you in Gdańsk next year!

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