A Billion Reasons to Take Biking Seriously

Sometime in the last year – when the smart people in North America weren't looking – bike-sharing turned into a billion-dollar industry. I may be exaggerating when I say “industry.”  But not “billion.” 

3 minute read

January 14, 2008, 9:33 PM PST

By Gordon Price


Sometime in the last year – when the smart people in North America weren't looking – bike-sharing turned into a billion-dollar industry. 

I may be exaggerating when I say "industry."  But not "billion." 

"Banks and private equity firms are eyeing a growth market for the bike industry," reports Bike Europe. "The money involved in such systems is huge. In return for the Paris Vélib system with its 1,451 rental stations and 20,600 bikes, JCDecaux obtained the rights to exploit 1,628 billboards in Paris. The company expects to realize € 600 million in advertisement turnover over the course of the 10-year contract." Cities all over the world are now looking seriously at public bike systems: London, Geneva, Barcelona, Rome, Beijing, Sydney.   

About a decade ago, Vancouver contracted with JCDecaux to manage our bus shelters and street furniture in return for advertising rights on the shelters.  Like most cities, we already allowed billboards to proliferate with zilch in the way of public contribution, and so can't lever them to finance a Velib-type system. 

We're in danger of missing out as other cities take advantage of this new green economy.  Columnist Thomas Friedman has been making this point repeatedly in the New York Times: "Being green, focusing the nation on greater energy efficiency and conservation, is not some girlie-man issue. It is actually the most tough-minded, geostrategic, pro-growth and patriotic thing we can do ."  Climate change and the rising cost of crude are going to make green technologies the industries of the 21st century, and we're not yet taking them seriously.  

And why?  As Friedman says of our current leaders: "when it comes to making ourselves energy efficient and independent, and environmentally green - they ridicule it as something only liberals, tree-huggers and sissies believe is possible or necessary."  Real men don't ride bikes.

This summer, a social policy analyst with the Netherlands government came to Portland, Oregon and Vancouver, B.C. to see what the Dutch might learn from us.  (Yes, from us!)  And what he discovered was the irony of our political culture: "Cycling in North America is clearly a leftist thing," reported Loek Hesemans, "although it ties in with conservative North American values like independence, freedom and the ability to manage for oneself."  (You can read a lot more of Loek's observations in the current issue of Price Tags.)

And so common-sense activities that shouldn't be ideological are given a left/right slant and used to fight another battle in the culture wars.  We end up blinding ourselves to opportunity – in the case of bike sharing, one that makes money while reducing greenhouse gases, that helps free us from oil shocks and car dependency, and pioneers a way of life that makes people in other places healthier, happier and richer, as we become vulnerable, fatter and poorer.   


Gordon Price

Gordon Price is the director of the City Program at Simon Fraser University. He is also an adjunct professor in the School of Community and Regional Planning at the University of British Columbia, where he developed and teaches the course Vancouver and Its Times.

In 2002, he finished his sixth term as a City Councillor in Vancouver, BC.

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Get top-rated, practical training

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

April 30, 2025 - Diana Ionescu

Close-up on Canadian flag with Canada Parliament building blurred in background.

Canada vs. Kamala: Whose Liberal Housing Platform Comes Out on Top?

As Canada votes for a new Prime Minister, what can America learn from the leading liberal candidate of its neighbor to the north?

April 28, 2025 - Benjamin Schneider

Hot air balloons rise over Downtown Boise with the State Capitol building visible amidst the high rises.

The Five Most-Changed American Cities

A ranking of population change, home values, and jobs highlights the nation’s most dynamic and most stagnant regions.

April 23, 2025 - GoodMigrations

People biking along beach path with moored ship in San Diego, California.

San Diego Adopts First Mobility Master Plan

The plan provides a comprehensive framework for making San Diego’s transportation network more multimodal, accessible, and sustainable.

May 2 - SD News

Sleeping in Public

Housing, Supportive Service Providers Brace for Federal Cuts

Organizations that provide housing assistance are tightening their purse strings and making plans for maintaining operations if federal funding dries up.

May 2 - KSL

Conductor walks down platform next to Amtrak train at station in San Jose, California.

Op-Ed: Why an Effective Passenger Rail Network Needs Government Involvement

An outdated rail network that privileges freight won’t be fixed by privatizing Amtrak.

May 2 - Streetsblog USA

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.

Senior Manager Operations, Urban Planning

New York City School Construction Authority

Building Inspector

Village of Glen Ellyn

Manager of Model Development

Central Transportation Planning Staff/Boston Region MPO

Write for Planetizen