Student: Anna Blythe
Graduation date: May 2017
Capstone type: Non-thesis
Capstone project:
Bikeshare Cycle-ology: A Lifestyle Map of Nike BIKETOWN
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Public private partnerships (PPPs) are increasingly being used to fund large scale transportation projects around the world. Although the concept of PPPs has existed for decades, their merits and drawbacks remain hotly contested. Supporters of PPPs maintain that they provide increased funding for public facilities and save taxpayers from having to shoulder the burden of cost overrun for large-scale infrastructure projects. On the other hand, critics argue that PPP projects largely serve over-invested areas, thereby continuing to exacerbate social inequalities at a global scale. My project investigates the effectiveness of PPPs through Portland's Nike BIKETOWN bikeshare: a bikeshare created by both the Portland Bureau of Transportation (PBOT) and Nike Corporation. From interviews, spatial mapping, and social media analysis, my project addresses the question: who BIKETOWN ultimately serve? My study finds that while Portland’s bikeshare takes significant efforts to make BIKETOWN accessible to a wide demographic, not everyone is taking advantage of these services.
In an effort to understand who BIKETOWN serves, I attempt to put myself into the shoes of a hypothetical BIKETOWN rider through Esri Story Maps. Using mapping, text, images, and video, Story Map allows me to understand the possible lifestyle(s) of those who the bikeshare attracts and is accessible to.
Furthermore, telling the story of a virtual BIKETOWN rider is a way to explore Nike’s marketing strategy of using their brand to become a part of the experiences of their constituents. My scholarly essay complements my deemed “lifestyle-map” by providing a factual background to the story, including interviews, additional maps, and analysis of BIKETOWN social media pages.