Businesses in Marshfield, Wisconsin, have established a program to encourage people to use their bike more by offering incentives such as discounts at participating stores. In order to be eligible to benefit from the program, cyclists have to get a special sticker which they can affix to their bicycle helmets.

"This is a fun way to get people thinking about riding their bikes," according to one business owner.

This is in stark contrast to the efforts that many Ottawa businesses have devoted trying to keep segregated bike lanes off numerous downtown streets. Now that the Laurier segregated bike lane will be opening in a few weeks, it may be time for them to finally put aside their old mindsets and start thinking about the Laurier bike lane as a new business opportunity. For example, they could target cyclists as potential customers with events and sales during the opening week of the new bike lane. Some businesses may want to attract cyclists by ensuring there is a safe and convenient place to park and lock bicycles in front of their establishments.

Click here for a news story about what businesses in Marshfield are doing to promote cycling.