Get ready to strap on your helmet and head out into the sunshine. Starting this week, micromobility company Lime has a new effort to increase access to its transportation services: a 15% discount for communities east of the river.
Lime, which is best-known for its electric scooters but also offers electric and pedal-powered bikeshares, said the discount will be applicable for all trips that start in Wards 7 or 8. By “zone pricing,” or offering the discount based on location, Lime said it can provide the discount without requiring any sort of documentation to display need. The new pricing will supplement existing programs like Lime Access, which already offers a discount to low-income riders.
Robert Gardner, director of government relations at Lime, said this discount is designed to offer a safe, affordable and sustainable way to get around DC. According to Lime, it saw about 1,900 active riders east of the river over the past four weeks for over 5,000 trips, and it has served over 30,000 trips in the region since January.
“We see this new initiative as a way to promote affordable transportation options in a part of the District that has been historically underserved by mass transportation and harmed by infrastructure designed for cars rather than people,” Gardner told Technical.ly. “We believe micromobility is a key component of equitable transportation systems and want to ensure all D.C. residents have access to it, regardless of where they live or what their budget is.”
He added that he hopes the initiative will encourage people to promote economic activity in the community and visit local businesses, which Lime plans on partnering with. Lime hopes that this can encourage economic recovery from the pandemic.
Another goal of the goal of the program, Gardner said, is to encourage additional modes of transportation in an area designed for car travel. Lime will be hosting an advertisement campaign to notify local residents of the discount, which will include digital billboards on bus shelters in the area, in-app messaging, paid social media ads targeted at Ward 7 and 8 residents, email notifications and partner promotion.
📢 Washington DC residents, stop by Bishop Park for our First Ride Academy with @bbar_dc
✔️Learn scooter safety tips from Lime pros
✔️Free helmet giveaway
✔️Lime Access sign up for eligible residents pic.twitter.com/vXYb7K8JFb
— Lime (@limebike) July 22, 2021
Additionally, Lime is hosting summer events and First Ride Academy safety trainings to encourage signups for Lime Access and promote the new discount. It will also be working with community partners including Building Bridges Across the River, Many Languages One Voice, the Anacostia BID and the Washington Area Bicyclist Association to get the word out.-30-