Melissa Bruntlett, Modacity: We all have an equal right to the space, no matter how we're getting around.
First off, it’s pronounce mo-DA-city, like audacity. In 2010, Melissa and Chris Bruntlett made the audacious decision to sell the family car and commit to travelling by any of the many other modes of transportation available to Vancouverites, especially by bike. Six years later, blogging about their experience became a media consulting agency that works with people and businesses to spread the idea that cities can be built to accommodate everyone, not just drivers. Modacity works with cities, charities and other social enterprises to produce engaging film, social media, writing, and events that hammer home their message.
Wading into the middle of a bike lane debate can be daunting but Melissa is up for the challenge. We talked to her about running errands, inspiration, and cargo bikes.
On discovery: In 2010, we were living a block from Commercial and Broadway. Both Chris and I were working in town and we realized that the family car wasn't being used. So, we made the decision to sell the car and rely on getting around by bike, on foot and transit. Then we were under a constant barrage of questions like, "How do you make it work with two small children?" After a couple years, I kinda got tired of those questions, so I started blogging at the same time Chris was writing for other publications about this hedonistic experience of riding around by bike, not just for sport but for transportation purposes. People were interested in hearing the story and liking the images that we were sharing. From the film work that we were doing with Vancouver Cycle Chic we were invited to the Auckland Film Festival. We thought, “If this is going to take us places, why don't we turn it into a business?" That way we could put more focus on it and really join our efforts.
On the business: We're all about providing the inspiration; the pretty pictures and videos and the storytelling messages, like the personal anecdotes and the experience of the individual. That seems to be how we make money. We're still fledgling. It's a full time business for us, but it's not necessarily paying all of the bills, we do supplement with other income. Really it's about just continually building that conversation and finding companies that need the assistance. We'll work with local small businesses that need help getting the message out or developing content. They need somebody to make it achievable or palatable for the suburban mom who's just like, "I'm not biking anywhere, why would I want to buy this product?"
We've been to Auckland, The Netherlands, various places in the US and Canada to talk about Vancouver's experience putting in bike lanes and how that's changed the bike culture. We've also done some film projects locally for a couple of businesses, but also in Arlington, Virginia a couple years ago. The focus of the videos is always to promote the lifestyle, using storytelling to get the idea across: cycling is something achievable for everyone. They're riding, but it doesn't change who they are. The ultimate goal is to make people think that the average person can do it, it's not just for the fit and the brave.
On options: We get calls from local governments and partner with other companies that work in urban planning and active transportation. We're trying to push the idea that it's all about the options that are available. While we're still viewed as the bike family, for us it's more about having all the different roads available. Today I walked here instead of biking; I'm so close and it's raining and I'm not necessarily the type of person who's gonna ride and get soaked, it's just my own personal preference. I'll take transit, we've got car share, and then we do bike, but it's about having all of those options available to us and trying to help cities recognize that it's not one size fits all, it's what works best and what's most pragmatic for your citizens. We all have an equal right to the space, no matter how we're getting around, and I would often argue that, out of all ways getting around, people on foot deserve the most space.
On the Commercial Drive bike lane: I think we've reached the point in Vancouver where the bike lanes have served their purpose, and they will continue to serve their purpose. They're still needed, but in my opinion, we've maxed out the number of people who are going to commute by bike. Now we need to be looking at the shorter trip, people who are going to do their groceries, take their kids to classes, go meet friends for dinner, the average person who's not as fearless riding next to fast-moving cars or buses on Commercial Drive. We count ourselves as those people.
On practical use of bikes: I think streets like Main Street or stretches of Fraser or West 4th, these are all places where people are generally spending a lot of time walking around and would consider biking more, which would reduce traffic on those streets. If you look to other major cities, like New York or Montreal, they prioritize biking to the shops and those shorter trips. The Downtown Vancouver BIA has recognized that this is how people want to arrive and walking, cycling and public transit are the three main ways people are getting around those neighbourhoods.
On cargo bikes: We've done the Cargo Bike Championship two years in a row, and hopefully again next year. That's about showcasing a growing culture here in Vancouver, the idea that you can buy these one-stop-shop machines that are great for, not just hauling kids, but hauling pets, hauling goods. It's something that we saw when we were in the Netherlands. They're more efficient than trying to find parking for a giant truck, especially when you're downtown. The messengers downtown are great, but if they've gotta haul a big box it gets a little difficult.
On working with HUB: They're focused on education, so we take the other half of that message and talk about little changes you can make in your lifestyle, and that there are these tools available to make it more comfortable for you if you need a little more encouragement, making it a little more palatable to somebody who's not really interested in taking a bike education course, who might need a little more encouragement in terms of seeing that somebody like them is already riding around by bike or doing multimodal trips and maybe giving it a try.
On relative fitness: I don't consider myself the picture of health when it comes to being a really fit cyclist. I ride a slow, upright bike, and I just use it as a means of transportation. It's not necessarily about being able to go really long distances or go fast, it's just going at the pace that works for you. But if I hadn't started riding more consistently, I would not be as healthy as I am. The same goes for our entire family. The kids don't have anywhere near as many colds. I'd like to think that's attributed to the fact that we're getting out on our bikes.
On experience: There really is something to getting out on a bike. The inspiration that comes from just being on your bike and riding around the Seawall or riding to and from meetings. I find there's more creativity that starts to generate and I just feel a little happier. I feel so connected to the city. I may not know all the street names, but I know how to get there by bike.
On goals: The hope is to get to a point where we don't label everyone based on how they get around, because at some point everybody walks. Every trip, the last mile is usually by foot. There are people who drive who also ride a bike, so we have to understand that we're all just trying to get around in the most pragmatic means possible. When we get to that point in this city, and in any city I think, we'll reach a tipping point of understanding and acceptance.
On the future: Right now we're working on a podcast that's locally focused on Metro Vancouver. It's not about bikes, it's about all sorts of things that make living here a challenge and a success. The one that I think we're most excited about but most daunted by is, we are going to talk about housing, because we recognize that, whether you're talking about transportation or you're talking about jobs, or where our food comes from, all of that is very important, but at the end of the day we still need to be able to live around here. It's not just a Vancouver problem, it's also out into the very edges of Metro Vancouver. Housing is a big issue. It'll be called "Straight and Narrows."
You can check out Modacity, especially the excellent blog.
