Just 436 people took part in the Mayor’s Cycle Friday events - costing the taxpayer nearly £70 per cyclist, according to answers provided by Boris Johnson to Caroline Pidgeon, the Liberal Democrat London Assembly Transport Spokesperson. Some rides saw only two or three cyclists turn up!
In a written answer to Caroline Pidgeon, the Mayor has admitted that the Cycle Friday events attracted only a handful of people over the eight weeks that they ran. Even a belated attempt to revive interest through the launch of a prize draw was a complete failure, with just 43 people entering the Londonwide competition. Attendance at the Cycle Friday events was also lowest at the end of the eight weeks.
Caroline Pidgeon commented:
"Cycle Fridays have sadly been a costly flop. The Mayor boldly predicted that thousands of commuters would take part but in the end only a few did.
"Cycle Fridays have turned out just like the Story of London events – a nice idea but totally botched in their implementation with publicity that was clearly ineffective. Anyone involved in advertising that had to spend nearly £70 per customer for a free event is clearly doing something wrong!
"If the Mayor cannot organise such initiatives he should stick to the basics: for example, many more people would consider cycling if the Mayor increased investment in off-street training."
Blogger Adam Bienkov has reported here on the facts Caroline uncovered. You can also listen there to a radio debate on the scheme between Caroline and Kulveer Ranger, Boris Johnson's transport adviser.