In April 2005 the community experienced a bicycle tragedy when a Flagstaff cyclist, Matt Kelly, was struck and killed while riding in a bike lane. Unfortunately this is not a unique event for cities across the country, even ones like Flagstaff that have invested millions of dollars in bicycle infrastructure such as bike paths and bike lanes. Flagstaff has a large bicycling community; the 2000 Census showed that roughly 3% of work trips are made by bicycles. The tragedy reinforced FBO’s belief that streets can and should be safer for all users and that the return on the investment made in facilities will never be near its potential until the public’s attitudes about the roles of bicycles evolve dramatically.
Since 2005, Flagstaff Biking Organization has developed a series of television Public Service Announcements and newspaper advertisements that continue to educate the public about bicycle awareness and safely.

Goals of the “Share the Road” Campaign

• Double the cycling mode share to 8% of all trips within 15 years.
• Decrease the number of cycling accidents involving motorists by 25% in two years.
• Improve the public perception of bicycling and safety through public campaigns and by improving driving and riding behavior.
• Increase the number of bicycles on the Northern Arizona University campus to decrease traffic congestion, reduce parking demand, and position bicycling as the preferred method of student travel.
• Increase the number of children riding to school.